WHEN PRIVACY PROCLIVITY MEET COVID-19: NO LONGER CONCERNS OF TODAY’S M-COMMERCE USERS?

This is continuous research of our previous publication (Thomas et al., 2021). A new two by two study (Before and After COVID 19) X (China and the US culture) was designed to test the moderated mediation effect of the COVID pandemic on M-commerce user’s privacy proclivity, trust, and M-commerce intention! A new sample was collected from two countries in different time periods (Before and after COVID pandemic) to investigate whether M-commerce users’ concern about privacy proclivity has changed after COVID-19. Built on top of our 2021 publication, this study discovered that privacy proclivity no longer has a significant direct impact on consumers’ M-commerce intentions after COVID, as consumers’ desires for convenience outweigh their privacy risk concerns. However, privacy proclivity still has significant influence on consumers’ M-commerce Trust, therefore, it has an indirect impact on M-commerce intentions, but the impact is limited. Finally, the results from Hayes’ PROCESS replicated our previous study findings that culture plays a moderating role in the relationship between privacy proclivity and m-commerce trust after COVID-19 outbreak (Thomas et al., 2021). The impact of privacy proclivity is stronger on M-commerce Trust in China than in the US

Digitizing Offline Shopping Behavior Towards Mobile Marketing

The proliferation of mobile technologies makes it possible for mobile advertisers to go beyond the real-time snapshot of the static location and contextual information about consumers. In this study, we propose a novel mobile advertising strategy that leverages full information on consumers’ offline moving trajectories. To evaluate the effectiveness of this strategy, we design a large-scale randomized field experiment in a large shopping mall in Asia based on 83,370 unique user responses for two weeks in 2014. We found the new mobile trajectory-based advertising is significantly more effective for focal advertising store compared to several existing baselines. It is especially effective in attracting high-income consumers. Interestingly, it becomes less effective during the weekend. This indicates closely targeted mobile ads may constrict consumer focus and significantly reduce the impulsive purchase behavior. Our finding suggests marketers should carefully design mobile advertising strategy, depending on different business contexts

The impact of emotionally negative online reviews on consumer purchase intentions

Online reviews are an important factor influencing consumers\u27 purchasing decisions. However, there is no literature to explore the mechanism of emotional negative online reviews on consumer purchasing behavior. The research results enrich the theory of user information behavior, and have practical significance for merchants\u27 precision marketing and customer relationship management. Based on ELM theory and regulation focus theory, using the method of situational experiment, from the two paths of peripheral situation perception and core cognitive processing, explore the influence of regulation focus on consumer purchase intention under the stimulation of emotional negative online reviews effect. The research results show that: under the stimulus of negative emotional online reviews, prevention of targeted consumers is mainly affected by the emotional arousal of the edge path, and positively affects purchase intention through emotional response; promotion of targeted consumers is mainly affected by the perception of the central path The influence of effort positively affects purchase intention through cognitive response; among them, emotional response has a greater leading role in purchase intention

When does personalization work on social media? a posteriori segmentation of consumers

The aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers’ internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services

M-COMMERCE VS. E-COMMERCE: EXPLORING WEB SESSION BROWSING BEHAVIOR

With the growing popularity of mobile commerce (m-commerce), it becomes vital for both researchers and practitioners to understand m-commerce usage behavior. \ \ In this study, we investigate browsing behavior patterns based on the analysis of clickstream data that is recorded in server-side log files. We compare consumers\u27 browsing behaviors in the m-commerce channel against the traditional e-commerce channel. For the comparison, we offer an integrative web usage mining approach, combining visualization graphs, association rules and classification models to analyze the Web server log files of a large Internet retailer in Israel, who introduced m-commerce to its existing e-commerce offerings. \ \ The analysis is expected to reveal typical m-commerce and e-commerce browsing behavior, in terms of session timing and intensity of use and in terms of session navigation patterns. The obtained results will contribute to the emerging research area of m-commerce and can be also used to guide future development of mobile websites and increase their effectiveness. Our preliminary findings are promising. They reveal that browsing behaviors in m-commerce and e-commerce are different

Exploring the role of norms and habit in explaining pro-environmental behavior intentions in situations of use robots and AI agents as providers in tourism sector

In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on proenvironmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.info:eu-repo/semantics/publishedVersio

Exploring the role of norms and habit in explaining pro‐environmental behavior intentions in situations of use robots and AI agents as providers in tourism sector

: In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on proenvironmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.info:eu-repo/semantics/publishedVersio

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice