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Enjoy the Present or Look Towards the Future: The Influence of Happiness Orientation on Purchase Preference
Yang Yan, Yu Ying
Journal of Marketing Science    2023, 3 (2): 96-114.  
Abstract535)      PDF (9767KB)(633)       Save
Based on the perspective of anticipated happiness, three studies were conducted to confirm the influence of individual's orientation to happiness ( OTH) on purchase type preference, and also verify the mediating role of long-term utility concern. Study 1 found that compared with hedonic OTH, eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self, in turn to enhance the preferences of material products. In addition, purchase preference is manifested not only in the financial cost input to the product ( study 1A) , but also in the time cost input to the product (study IB). This effect is robust even after controlling the purchase objectives ( study 2). However, when experiential products also provide long-term utilities, the effect of OTH on purchase type preference will be weakened ( study 3).
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How to Maintain the “Originality” of the Time-honored Brand—Research on Inheritance and Innovation of Time-honored Brand based on Brand Authenticity Management
Yang Guiju, Li Ya, Hou Limin, Qu Yang
Journal of Marketing Science    2023, 3 (3): 1-24.  
Abstract436)      PDF (12914KB)(531)       Save
Promoting the inheritance of the traditional skills of time-honored brands, and realizing the development goal of "the inheritance is not a mere imitation of the ancient styles, and the innovation is not leaving behind the tradition” , is not only to promote brand building, but also an important measure to promote Chinese traditional culture. Brand authenticity management provides theoretical support for the time-honored brands to realize the inheritance and innovation of "originality". Based on the case study of Suzhou Daoxiangcun, this paper constructs a theoretical model for the inheritance and innovation of time-honored brands based on brand authenticity management. The research results show that:(1) the original authenticity management of the brand has realized the inheritance of the time-honored brands and ensured the "originality" of the time-honored brands;(2) the constructive authenticity management of the brand has promoted the brand innovation based on the "originality" of time-honored brands and realized the sustained growth of brands;(3) based on the satisfaction of customers' functional needs, experience needs and emotional needs, it has promoted the inheritance and innovation of the time-honored brand's products, marketing and culture respectively. Multi-level customer demand is an important driving factor for the authenticity management of time-honored brands.
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Privacy Violation Makes You Pursue Uniqueness—Based on the Psychological Mechanism of Perceptual Boundary Invasion
Liu Xinyan, Wang Lu, Liu Xiaowen, Zhai Xiuxiu
Journal of Marketing Science    2023, 3 (2): 1-19.  
Abstract431)      PDF (10710KB)(497)       Save
The mobile internet enables consumers to switch quickly across multiple scenarios. In this context, this paper explores the mechanism and boundary condition of how the impact of privacy violation further spreads to other seemingly unrelated consumption scenarios. Five experimental studies reveal that privacy violation enhanced consumers' preferences for unique products in subsequent consumptions. The underlying process driving this effect is that consumers perceived their personal boundaries have been invaded when encountering privacy violation and thus sought to rebuild their psychological boundaries by using unique products which symbol invisible boundaries. However, this effect does not exist among consumers with low privacy concerns.
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" Extenuating" or " Worse" —The Impact of Cultural Mixing on Consumers’ Willingness to Forgive
Nie Chunyan, Wang Tao, Liu Yingwei
Journal of Marketing Science    2023, 3 (2): 20-36.  
Abstract419)      PDF (9722KB)(511)       Save
In order to win the favor of local consumers, more and more global brands begin to use local cultural elements in product design or marketing process. When such global brands make mistakes, will consumers ( due to their love for these brands) think the brands are excusable, or will consumers blame the brands and think they are worse? From the perspective of brand mistakes, this study explores the influence of culture mixing on consumers’willingness to forgive, and deeply analyzes its mediating mechanism and possible boundary conditions. Through two experimental studies, it is found that consumers are more likely to forgive cultural mixed global brands than non-cultural mixed global brands, because the application of local cultural elements will narrow the psychological distance between global brands and consumers, and thus trigger their in-group brand preference. However, this effect only exists when the global brand makes competence mistakes. However, when the brand makes moral mistakes, because consumers have higher moral requirements for those who are psychologically close, therefore, compared with non-cultural mixed global brands, consumers are more difficult to forgive cultural mixed brands. This study is the first to explore the impact of culture mixing on consumers, willingness to forgive from the perspective of brand mistakes, which provides a new perspective and direction for culture mixing research, thus further enriching and expanding existing studies on culture mixing. At the same time, this study also provides important guidances and suggestions for corporate’s cultural mixing design and brand crisis management.
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The Interactive Effect Between Anthropomorphic Strategy of Service Robot and Consumption Task Type: Perspective of Dual Trust
Huang Minxue, Lyu Linxiang, Mao Wenxuan
Journal of Marketing Science    2023, 3 (2): 115-136.  
Abstract353)      PDF (13642KB)(347)       Save
Empowered by new technologies such as artificial intelligence, service robots are increasing rapidly in diverse consumption markets. In fact, the interaction between service robots and consumers is a process of social exchange on the basis of trust. Anthropomorphism is one of the common strategies to increase consumers’ trust and acceptance in diverse service contexts ,but it may trigger some negative effects. This is because consumers have different expectations and needs for the anthropomorphism of service robots in different consumption contexts. Anthropomorphism can be divided into two types: anthropomorphism with human nature traits and with unique human traits, which provides a new idea for satisfying consumers’ diversified trust needs for service robots under different consumption situations. Based on three experiments, we find that under subjective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with human nature traits ( vs. unique human traits) when it’s anthropomorphized externally, and this effect is mediated by emotional trust; however, under objective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with unique human traits (vs. human nature traits) when it's anthropomorphized externally, and this effect is mediated by cognitive trust. The results provide specific guidance for the design of service robots and mainly enrich the literature on service robots and anthropomorphic marketing.
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The Effect of Psychological Resource Depletion on Consumers’ Ambiguity Aversion Behaviors
Yao Qing, Jiang Xia, Lei Xi, Yang Defeng
Journal of Marketing Science    2023, 3 (2): 137-156.  
Abstract344)      PDF (11705KB)(295)       Save
Based on theories of ambiguity aversion and psychological resource depletion, the current research demonstrates the effect of psychological resource depletion on consumers’ ambiguity aversion behaviors, its underlying mechanism and boundary conditions across four studies. In the contexts of brand choice ( Study 1A) , Ellsberg's two-color-ball decision ( Study IB) and price premium ( Study 1C) , we find that psychological resource depletion enhances ambiguity aversion. The effect of psychological resource depletion on ambiguity aversion is mediated by the willingness to process the competing possibilities associated with ambiguity ( Study 2) . When the outcome becomes more ambiguous ( has a wider range of possibilities , Study 3) or consumers have more product knowledge ( require less psychological resources to process ambiguity, Study 4) , the influence of resource depletion on ambiguity aversion strengthens or attenuates.
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Humorous Negative Reviews, E-retailers, Responses and Consumers’ Attitudes toward E-retailers
Wu Ruijuan, Liu Jingjing, Zhang Zhishuai
Journal of Marketing Science    2023, 3 (3): 102-120.  
Abstract323)      PDF (11437KB)(394)       Save
In the present paper, we seek to explore the effect of negative reviews ( humorous vs. non - humorous) on consumers' attitudes toward e-retailers and the mechanism and boundary conditions behind the effect. Results of three laboratory experiments showed that compared with non-humorous negative reviews, humorous negative reviews significantly enhanced consumers' attitudes toward e-retailers. In the relationship between humorous negative reviews and consumers’ attitudes toward e-retailers, consumers' affective responses played the mediating role. In the relationship between non-humorous negative reviews and consumers’ attitudes toward e-retailers, consumers’ cognitive responses played the mediating role. Results of Study 1 showed that the response speed significantly moderated the effect of negative reviews on consumers' attitudes. Results of Study 2 showed that the moderating effect of whether e-retailers explained the cause of the problem (yes vs. no) in the relationship between negative reviews and consumers’ attitudes toward e-retailers was significant. Results of Study 3 showed that compensation money significantly moderated the effect of negative reviews on consumers' attitudes.
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The Effect of Facial Features of Real and Virtual Influencers on Consumers' Following Behaviors on Social Media
Xu Jie, Zhou yinghui
Journal of Marketing Science    2023, 3 (3): 43-62.  
Abstract318)      PDF (11716KB)(369)       Save
With the development of social media, influencers and virtual influencers have become one of the most important channels for customers to learn about brands and products, and have a profound impact on consumers' brand attitudes, purchase intentions, etc. However, how to choose the right influencers, especially influencers with suitable facial features, has become the primary challenge for marketing practitioners. However, we have limited understanding of the impact of influencers' faces, especially virtual influencers' faces on customers' decisions to follow influencers. Therefore, we applied the hierarchical linear multinomial logit model to quantitatively analyze the relationship between influencers' facial features and customers' decisions to follow influencers, and study whether the effects of facial features of real and virtual influenceis are different. The results show that : (1) models based on facial features can accurately explain and predict consumers' preferences for influencers' faces; (2) when faces of virtual influencers are indistinguishable from faces of real ones, there aren't any systematic differences between the effects of facial features on the consumers' preferences. Theoretically, the paper fills the research gap on the relationship between facial features and consumers' following behaviors in influencer marketing, especially in virtual influencer marketing ; practically, our findings can help guide influencer marketing practices, especially the selection and design of faces of influencers.
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The Impact of Channel Multiplicity on Cross-channel Integration and Conflict
Lu Tingyu , Zhuang Guijun
Journal of Marketing Science    2023, 3 (2): 37-55.  
Abstract258)      PDF (10846KB)(238)       Save
Based on open systems theory, by analyzing the data of 212 respondents, this paper investigates the impact of channel multiplicity on cross-channel integration, cross-channel conflict, and the firm's performance. The results show that channel multiplicity tends to increase primarily cross-channel integration and unambiguously promotes the firm's performance, whereas channel multiplicity may foster cross-channel conflict and limit the firm's performance. Moreover, the authors also find that cross-channel integration could mitigate cross-channel conflict. The paper finally discusses the theoretical and practical significance of the results and points out some limitations of this present study and directions for future studies.
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The Effects of Consumers' Sense of Power on Preferences for Gift Promotion
Yao Qi, Li Yuemei, Wu Zhangjian
Journal of Marketing Science    2023, 3 (3): 141-157.  
Abstract251)      PDF (11650KB)(251)       Save
Gift promotion is one of the common ways for merchants to improve sales performances. Based on the Agentic-Communal Model of sense of power, this research investigates the impact mechanism and boundary conditions of the effects of consumers' sense of power on consumers' preferences for gift promotion. The research finds that consumers' sense of power affects consumers' preferences for the types of gift promotion, and consumers with high ( vs. low) sense of power prefer alternative (vs. complementary) gifts (Experiment 1) ; thinking style (holistic vs. analytic) mediates this effect (Experiment 2); whether or not there is a choice for gift plays a moderating role. Under the condition that gifts can be chosen, consumers with high and low sense of power both prefer alternative gifts ( Experiment 3 ) . The research conclusions not only enrich and expand the literature in the field of sense of power and promotion, but also have important reference value for enterprises to design gift promotion strategies in a targeted manner.
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The More Wandering, the Higher Intention to Share Minority Source Status Information? —The Effect of Residential Mobility and Numerical Source Status on Online Information Sharing Intention
Chen Jie, Fan Wenjian, Li Qing, Zhong Jialing
Journal of Marketing Science    2023, 3 (2): 78-95.  
Abstract179)      PDF (10074KB)(151)       Save
Online community provides a continual social platform for the vast floating population. On this platform, consumers establish their public images by sharing information, whereby they can perform impression management and achieve their identity. From the perspective of socioecological psychology, this paper explores the joint effect of residential mobility and numerical source status upon information sharing intention, as well as its mechanism and boundary condition. Across four experiments ,this research shows that: ( 1) Residential mobility and numerical source status jointly affect consumers' information sharing intentions. Specifically, individuals with high residential mobility matched with minority source status, will have higher information sharing intention. Meanwhile, individuals with low residential mobility matched with majority source status, will have higher information sharing intention. (2) Perceived uniqueness, not social bonding motivation or self-esteem instability , mediates this joint effect mentioned above. (3) Implicit theories of personality moderate the joint effect of residential mobility and numerical source status on information sharing intention.
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Measuring Received Social Influence in Social Networks: A Comparison of Four Measures
Liu Xing, Xu Yunjie
Journal of Marketing Science    2023, 3 (2): 56-77.  
Abstract172)      PDF (11809KB)(130)       Save
The online product review social network is a social network with product information and reviews, such as Dou- ban. com. In online product review social network, consumers can not only post product reviews, but also browse friends’ product reviews. Hence, their product purchasing decisions are under the influence of word -of- mouth ( WOM). This paper proposes two novel social influence measures, namely the frequency measure and the frequency-rating measure. Both measures include the structural characteristics of one's network. The former considers actual interaction frequency between consumers f and the latter further considers the valence of WOM. This paper employs two benchmarks from literature, namely the relationship measure and the network exposure measure. The former measures one's social influence by the number of users among his friends, and the latter refers to the proportion of users among his friends. We empirically compare the four measures. The results indicate the frequency-rating measure has the best criterion validity, which is not only in line with the relationship between the social influence and purchasing behavior as suggested by theories of the consumer behavior, but also has better statistical significance and model fit. Hence, it can be used to measure the social impact of consumers, and businesses can also use it to identify susceptible consumers. It provides a more accurate measure for verifying the effect of social influence on consumer purchase.
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Research on the Matching Effect of Social Crowding and News Feed Advertising Type —A Perspective from Dual-Process Theory
Shou Zhigang, Xiao Xuzhe, Lin Jiaye, Zhu Ao
Journal of Marketing Science    2023, 3 (3): 121-140.  
Abstract138)      PDF (14187KB)(268)       Save
In the Mobile Internet Era, advertising scenes are becoming more dynamic and fragmented. The spatial characteristics of consumers will affect the effect of different news feed advertising expression types on mobile media. However, the current literature lacks sufficient research on how spatial characteristics affect the effect of news feed advertising. Taking“ social crowding" , the most common spatial feature experienced by Chinese consumers, as the object, this paper explores the matching effect between social crowding and news feed advertising types through two field experiments and two laboratory experiments based on the Dual-Process Theory. The results show that people in socially crowded environments will prefer ads which have emotional appeals and horizontal attributes; in a less crowded environment, the advertising effect of rational appeals and vertical attributes is better.
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From Distant to Near: The Effect of Perceived Financial Constraint on Consumer's Brand Extension Evaluation
Xiong Jiwei, Wei Haiying, Chen Siyun, Yu Xiaomin
Journal of Marketing Science    2023, 3 (3): 63-81.  
Abstract120)      PDF (12019KB)(199)       Save
Consumers generally experience financial constraints. This study explored the effect of perceived financial constraints on consumers, brand extension evaluations through three experiments. Experiment 1 initially examined the positive effect of perceived financial constraints on fit perception and consumers’ evaluations of distant brand extensions by measuring perceived financial constraints. Experiment 2A revealed the sequential mediating roles of the need for order and holistic thinking through measuring mediators. Experiment 2B replicated the mediating role of holistic thinking by manipulating the mediator. Experiment 3 found that this effect would be attenuated for sub-brand (vs. direct brand) architecture. This study provided important theoretical and managerial insights into perceived financial constraints and distant brand extensions.
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Study on the Impact Path of User's Will of Value Co-creation on the Community Embedded Online Knowledge Platform—A Study based on the Fuzzy Set QCA
Zhu Jin, Zhang Linlin, Wang Xingyuan
Journal of Marketing Science    2023, 3 (3): 82-101.  
Abstract116)      PDF (11207KB)(199)       Save
Thanks to the online knowledge platform, users have got a new way to exchange knowledge. Value co-creation based on interaction has profoundly changed the mode of value creation on the platform. Embedding of community plays a pivotal role in promoting multi-party interaction and activating users’ willingness to co-create value. This paper uses the Value Go- creation Theory and Activity Theory, integrates 9 influencing factors from 3 levels of platform, community and user, and this paper constructs the influencing factors model of user value co-creation intention. This paper uses fsQCA to analyze the set relation of 574 questionnaire data. The findings of the research can be categorized into the following. Firstly, there are 14 configuration paths that activate user value co-creation, which are divided into 8 configurations in the second-order and clustering into 3 types: Community and User Dual Dominated-Platfbrm Driven Type, Community Dominated-Platform Reliant User Driven Type, Users Dominated-Platfonn Driven Type. Secondly, Self-efficacy in the user dimension, Opinion Leaders and Community Atmosphere in the community dimension are the most important factors to activate users' willingness to co-create value, the factors in the platform dimension are the promoting forces of user participation in value co-creation. Thirdly, under certain conditions, the factors of platform, community and user have substitute and complementary relationships. The conclusions of this research provide a practical inspiration for online knowledge platform to find a breakthrough to activate users' intentions of value co-creation and realize value co-creation.
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Government Support and Internationalization of Companies from Emerging Economies: Based on the Perspective of Trust-building
Shen Lu, Zhang Chuang, Zhang Xiao
Journal of Marketing Science    2023, 3 (3): 25-42.  
Abstract100)      PDF (10007KB)(217)       Save
Government support has been recognized as a main impetus behind the internationalization of emerging multinational enterprises ( hereafter EMNEs) , but conceptual views are inconclusive regarding government support's impacts on EMNEs, post-entry operations. This research explores whether and when home country government support enables EMNEs to obtain foreign partners’ trust in the host markets. To test hypotheses, this research constructed a dataset that comprises of primary survey data collected from senior Chinese managers working for Chinese multinational companies' overseas subsidiaries and archival data. The findings indicate that home country government support is conducive for EMNEs to obtaining their foreign partners' trust. The positive impact becomes stronger when EMNEs operate in host countries that have more advanced regulatory institutions. However, in host countries that have tight diplomatic relationship and intensive cultural communication with the home countries, the impact of home country government support becomes weaker. This research extends the research on the internationalization of EMNEs and uncovers how diplomatic relationship and cultural communication at the macro-level affect interorganizational relationship management at the micro-level.
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Research on the Marketing Effects of Visual, Auditory and Content Features of Short Videos on E-commerce Platform
Sun Zhenghui, Zheng Jianping, Wang Youwei
Journal of Marketing Science    2023, 3 (4): 1-21.  
Abstract28)      PDF (9863KB)(45)       Save
With the popularity of short videos, “short video e-commerce” are adopted by more and more companies. Short videos are very helpful in e-commerce context because they carry more information than texts and pictures do. However, what kind of short videos can more effectively promote product sales in e-commerce context? This paper draw samples o£ short videos on the "Mogujie" platform and extracts features that may affect the marketing effects of short videos, such as visual perception, auditory perception and video content. Then we construct multiple linear regression model, classification and regression tree model and random forest model to study the relationship between short video features and their marketing effects, which are measured by the sales of the products introduced in the short video. The research results show that although the visual, auditory and content features of short videos are all related to the marketing effects, the content features have the strongest effects on the sales performance.
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What Kind of Persona is Preferred: The Effect of Intelligent Voice Communication Modes on Consumers’ Brand Attachment
Qi Haifeng, Yu Hui, Fei Hongping
Journal of Marketing Science    2023, 3 (4): 22-40.  
Abstract26)      PDF (10819KB)(66)       Save
With the popularity of intelligent products, more and more consumers can have personalized and diversified product experiences. Focusing on the anthropomorphism of intelligent products, this paper discusses the influences of different modes of intelligent voice communication on consumers' brand attachment. Based on the communication modes obtained from qualitative interviews, two experiments are designed and show that partner communication mode can stimulate consumers' brand attachment more significantly than servant communication mode can, and the para-social interaction between consumers and intelligent products explains its internal mechanism. In addition, brand personality plays a moderating role. According to the above conclusions, the research provides relevant management suggestions.
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Smart or Cute? The Influences of the Service Robots’ Characteristics on Customer Satisfaction
Zhu Yimin, Liang Jiaming, Wu Jifei
Journal of Marketing Science    2023, 3 (4): 41-59.  
Abstract13)      PDF (11855KB)(68)       Save
Service robot is considered to be an important way to reduce costs, improve efficiency and promote service innovation. But how to use service robot to improve customer satisfaction, is a core concern of service enterprises. Drawing upon customer value hierarchy theory, this study constructs an impact model of service robots perceived intelligence and perceived cuteness on customer satisfaction, including the boundary condition of consumption motivation and the underlying mechanism of interactive experience. An exploratory study of 2,201 network texts of customers and two empirical studies of 622 adult respondents showed that perceived intelligence and perceived cuteness of service robot positively affect customer satisfaction and downstream behavior (patronage intention and willingness to share). Consumption motivation has a moderating effect on the influence of perceived intelligence and perceived cuteness of service robot. For utilitarian motivation, perceived intelligence has a greater impact on customer satisfaction than hedonic motivation. While for hedonic motivation, perceived cuteness has a greater impact on customer satisfaction than utilitarian motivation. And such moderating effect is mediating by customer engagement. This study not only makes theoretical contribution on clarifying the different effects of perceived intelligence and perceived cuteness of service robots on customer satisfaction, but also provides an important reference for service enterprises to introduce and apply service robots in practice.
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The Dual-Path Effect of Message Intervention Strategies on the Purchase Intentions of Environmentally Friendly Products
Li Yang, Yang Dandan , Liang Yuxuan
Journal of Marketing Science    2023, 3 (4): 102-122.  
Abstract10)      PDF (11899KB)(5)       Save
Carbon neutrality has profound implications for sustainable development in China and the world, and pro-environmental behavior of consumers can be an important contribution to achieving carbon neutrality. Based on this, our study explores how information intervention strategies can be taken to guide residents to use environmentally friendly products for waste separation. Four experiments of the research lead to the following conclusions: (a) the negative message framing (vs. positive message framing) has a better effect on the purchase intention of eco-friendly products, and the dual mediating path of perceived value and pro-environmental personal norms (PPNs) explains this effect; ( b) environmental concerns together with perceived value or PPNs play a chain mediating role in the influence of message content on purchase intentions; ( c) individuals’ mindset towards message ( construal level) moderates the mediating role of environmental concerns, such that environmental message (vs. self-message) has better persuasive effect on consumers who has a mind-set at the low level of abstraction. The research explains the differential impacts of message interventions on the purchase intentions of environmentally friendly products through multiple pathways, as well as the matching with individuals. Our findings extend the theory of message intervention and provide effective recommendations for companies to develop marketing strategies for environmentally friendly products.
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