Consumers’ health-locus-of-control and social distancing in pandemic-based e-tailing services

Purpose COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight. Design/methodology/approach To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. Data collected through a web-based survey was analyzed by using partial least squares-based structural equation modeling. Findings The results indicate that consumers’ health locus-of-control indirectly affects the way they shop for their groceries during the pandemic. In particular, consumers’ internal (external) health locus-of-control drives higher (lower) hygiene consciousness and greater (lower) social distancing behavior. In turn, consumers’ online grocery shopping behavior was found to increase during the pandemic, with their corresponding intent to continue this behavior in the future. Moreover, this study finds the effects of consumers’ social distancing on their current grocery shopping behavior and future intentions to be contingent on consumer age, with stronger effects identified for older consumers. Originality/value This study shows how consumers’ internal/external health loci-of-control exert opposing effects on their social distancing behavior, as mediated by hygiene consciousness. Overall, the empirical analyzes corroborate the association of consumers’ social distancing- and online grocery shopping behavior (for consumers of different age profiles), both during and after the pandemic

Light at the end of the tunnel: Visitors\u27 virtual reality (versus in-person) attraction site tour-related behavioral intentions during and post-COVID-19

Consumer behavior is changing as a result of the COVID-19 pandemic, thus compelling attraction sites to find new ways of offering safe tours to visitors. Based on protection motivation theory, we develop and test a model that examines key drivers of visitors\u27 COVID-19-induced social distancing behavior and its effect on their intent to use virtual reality-based (vs. in-person) attraction site tours during and post-COVID-19. Our analyses demonstrate that visitor-perceived threat severity, response efficacy, and self-efficacy raise social distancing behavior. In turn, social distancing increases (decreases) visitors\u27 intent to use virtual reality (in-person) tours during the pandemic. We find social distancing to boost visitors\u27 demand for advanced virtual tours and to raise their advocacy intentions. Our results also reveal that social distancing has no effect on potential visitors\u27 intent to use virtual reality vs. in-person tours post-the pandemic. We conclude by discussing vital implications that stem from our analyses

Customer Engagement in Emerging Markets: Framework and Propositions

Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer’s resource investment in his/her brand interactions) in emerging markets, thus exposing a pertinent literature-based gap. The development of enhanced insight into customer engagement dynamics in emerging (vs. developed) markets is important, given the idiosyncrasies characterizing these markets (e.g., chronic resource shortages, inadequate infrastructure), thus warranting the undertaking of further research in this integrative area. In response to this gap, this paper develops a framework and an associated set of Propositions of emerging market-based customer engagement, by drawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate that the emerging market tenets of socio-political governance, inadequate infrastructure, market heterogeneity, chronic resource shortages, and unbranded competition uniquely affect emerging market-based customer engagement. We conclude by discussing our findings and by outlining key implications that arise from our analyses

Beyond the dyadic: customer engagement in increasingly networked environments

Guest editorial </p

Customer Engagement in Emerging Markets: Framework and Propositions

[EN] Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer’s resource investment in his/her brand interactions) in emerging markets, thus exposing a pertinent literature-based gap. The development of enhanced insight into customer engagement dynamics in emerging (vs. developed) markets is important, given the idiosyncrasies characterizing these markets (e.g., chronic resource shortages, inadequate infrastructure), thus warranting the undertaking of further research in this integrative area. In response to this gap, this paper develops a framework and an associated set of Propositions of emerging market-based customer engagement, by drawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate that the emerging market tenets of socio-political governance, inadequate infrastructure, market heterogeneity, chronic resource shortages, and unbranded competition uniquely affect emerging market-based customer engagement. We conclude by discussing our findings and by outlining key implications that arise from our analyses.S

Demystifying consumer digital cocreated value: social presence theory-informed framework and propositions

While cocreation research proliferates, existing studies fail to isolate its manifestation through digital (vs. non-digital) platforms. Moreover, extant research predominantly explores the cocreation process (vs. its outcome of cocreated value), which therefore merits further scrutiny, particularly in the digital context. Based on these gaps, we explore consumer digital cocreated value (CDCV), which reflects the consumer-perceived value that arises by interacting, collaborating, or communicating with or through digital platforms (touch-points). We classify digital platforms as (i) human-to-human platforms (H2HPs; e.g. social media), and (ii) human-to-machine platforms (H2MPs), which comprise the sub-types of (a) robotic process automation-based platforms (e.g. call centers), and (b) machine/deep learning-based platforms (e.g. service robots). We next compose a social presence theory-informed framework that explores the effect of perceived platform intimacy and immediacy on CDCV for our proposed platforms. We formalize the framework’s associations by developing a set of Propositions, and conclude by discussing important implications that arise from this research

Zooming out : actor engagement beyond the dyadic

Purpose: The aim of this paper is to broaden extant understanding of actor engagement behavior beyond its currently dominant dyadic (micro-level) focus, by examining it from multiple levels of aggregation within a service ecosystem framework. Design/methodology/approach: This conceptual paper draws on service-dominant logic and structuration theory as theoretical lenses to inform engagement research. Findings: By means of a stepwise exercise of ‘zooming out,’ the paper introduces a multiperspective (micro-, meso-, macro- and meta-level) view of actor engagement that develops understanding of multiple engagement contexts, and suggests that balancing multiple roles may result in actor disengagement behavior. The role of reference groups and role conflict associated with balancing multiple roles is critical to understanding why engaged actor proclivities may wax and wane between contexts. Research limitations/implications: The paper offers a set of five propositions that can be utilized by engagement scholars undertaking further research in this area. Practical implications: Firms need to understand the values and norms embedded in diverse engagement contexts which can affect actor groups’ needs and motivations. Firms should develop appropriate organizational mechanisms to facilitate (rather than impede or obstruct) the desired behaviors of engaged actors. Originality/value: The broader context within which engaged actors operate, and its effects on engagement, has been largely overlooked to date. By broadening the analytical perspective on engagement beyond the dyadic this paper reveals previously unaddressed aspects of this phenomenon, such as the role of disengagement behavior, and the effects of multiple engagement contexts on actors’ future behaviors

Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm

Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE’s impact on the focal customer (e.g. by cultivating his/her brand attachment/loyalty), much less remains known regarding CE’s effects on other actors, particularly on multiple actors simultaneously. Based on the premise that differing actors tend to have different goals/interests, as advanced in stakeholder theory, we deduce that positive/negative CE can yield differing perceived value-based effects across actors. To address this issue, we examine the particular case of positive/negative CE’s value-creating/eroding effects as perceived by the actors of fellow customers and the firm, which we classify in a multi-actor typological framework. After introducing and discussing the typology, we conclude by outlining key implications that arise from this research, limitations, and avenues for further research on CE’s multi-actor effects

Virtual reality through the customer journey: framework and propositions

While virtual reality’s importance is increasingly recognized in marketing, its role in the customer journey remains nebulous. We define virtual reality through the customer journey (VRCJ) as firms’ use of computer-mediated interactive environments capable of offering sensory feedback to engage consumers, strengthen consumer/brand relationships, and drive desired consumer behaviors at any stage of their journey. To better understand VRCJ, we classify VR archetypes, formats, and content features, followed by the development of a conceptual framework and an associated set of propositions of VRCJ. We conclude by discussing important theoretical and practical implications that arise from our analyses

Consumer engagement with self-driving cars: a theory of planned behavior-informed perspective

Purpose This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM). Findings The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement. Originality/value While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent)