Behavioral changes of multichannel customers: Their persistence and influencing factors

Li, Xi; Dahana, Wirawan Dony; Li, Tongmao; Yuan, Jingbo

doi:10.1016/j.jretconser.2020.102335

Cited by 38 publications

(23 citation statements)

References 71 publications

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“…At the attribute-specific level, we can also define each product attribute as hedonic and utilitarian ( Dhar and Wetenbroch, 2000 ; Kivetz and Simonson, 2002 ; Kivetz and Zheng, 2017 ; Wang et al, 2020 ; Li et al, 2021b ). Whether a product is “hedonic” or “utilitarian” is based on the relative salience of its hedonic and utilitarian attributes together.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Usage, Pleasure, Price, and Feeling: A Study on Shopping Orientation and Consumer Outcome

et al. 2022

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Understanding the behavior of consumers and especially the purchase-related behavior has been a focus of research for the past decades. Thus, researchers and practitioners are curious to know how purchase patterns are different under different conditions such as product category, price, feeling, and so on. The primary focus of this study was to examine how the price of the products influences the purchase behavior of consumers across hedonic and utilitarian categories under regulatory focus theory (RFT). The secondary insight was to examine how mood can moderate this impact. We conducted three experimental studies to examine these research questions regarding the preference of consumers of hedonic (utilitarian) products when the price is low (high) and at different mood conditions in this purchase process. The results confirmed our hypothesis that product category has a significant impact on purchase choice of products and mood can mediate this impact. In the last section, we discussed the theoretical contribution, strategic insights for product designers and marketers, and possible future research directions.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Usage, Pleasure, Price, and Feeling: A Study on Shopping Orientation and Consumer Outcome

et al. 2022

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“…Existing research in shopping response during the COVID-19 has focused mainly on customers’ multichannel (such as online or offline) shopping decisions, including hedonic motivation, shopping durations, and cross-cultural situations ( Wang J et al, 2020 ; Wang S. et al, 2020 ; Li et al, 2021a , b ; Wang M. et al, 2021 ). With the spread of COVID-19, the development of green marketing urgently requires the joint efforts of the government, enterprises, and consumers.…”

Section: Introductionmentioning

confidence: 99%

Empathy of Marine Aquaculture on Aquatic Products Consumption

Xilin

Zeng

et al. 2022

Front. Psychol.

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The prolonged COVID-19 has caused a global lockdown and greatly impacts the supply chain and consumers’ consumption behavior of aquatic products. Specifically, consumers’ increasing awareness of environmental protection drives the marine aquaculture enterprises to supply green products and establish empathy with consumers in a bid to achieve sustainable consumption. This paper conducts a study on the international green marketing paths of marine aquatic products through PLS-SEM analysis of the 407 valid samples collected from the questionnaire survey. The findings indicate that empathy marketing has a significant positive effect on consumers’ purchase intention; subjective norm has a significant positive effect on consumers’ purchase intention. Additionally, perceived behavior control has a significant mediating effect between consumers’ subjective norm and purchase intention; the consumption environment has a significant positive moderating effect on individual consumption intention. The study suggests that sustainable development can be further propelled by means of coordinating the consumers’ awareness of ecological environment protection and their enhanced consumption intention.

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“…Despite the efforts from both academia and the industry in seeking ways to enhance customer services, the outcomes of customer services differ depending on the service contexts, such as online (mobile channel or PC channel) and offline channels (Sun et al, 2017 ; Güntürkün et al, 2020 ; Li et al, 2021a ). For example, in tangible product-based omnichannel (e.g., automobile dealers and sports retailers), customer services have been recognized as those additional services that are provided to customers above and beyond the basic benefits of products (Bowen et al, 1989 ; Li et al, 2021b ). Meanwhile, in service-based contexts (e.g., sports clubs), service value is created during the process of customer service encounters (Teng, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

Computational Modeling of the Value Co-Creation Process in Customer Service: An Application of the NK Model

Sekiguchi

et al. 2022

Front. Psychol.

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There has been an increasing interest to explore and gain knowledge about customer engagement behavior among academia and practitioners. Particularly, the value co-creation process in customer services is essential to explore the interaction structure. In this study, we applied the computational simulation of the NK model to identify the value co-creation process between service employees and customers in the service context. To specifically explore the dynamic interaction among them, we identified what kind of service is provided for what type of customers and when service performance improves according to the degree of interaction between service employees and customers. The simulations show that the greatest service value can be achieved when employees and customers jointly perform local search (90%) and long jump (10%). However, if both employees and customers jointly perform local search only, the service value can be stuck in a local optimum. In cases where employees and customers make their independent improvement, either through local search or long jump, the overall service value varies depending on the complexity of interactions between employees and customers. For example, the improvement in service value is the worst when employees and customers make long jumps at independent timings in high complex interactions. Our computational simulations offer visible experimental-based insights into understanding the value co-creation process with customers and promising results for customer service studies.

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Behavioral changes of multichannel customers: Their persistence and influencing factors

Cited by 38 publications

References 71 publications

Usage, Pleasure, Price, and Feeling: A Study on Shopping Orientation and Consumer Outcome

Usage, Pleasure, Price, and Feeling: A Study on Shopping Orientation and Consumer Outcome

Empathy of Marine Aquaculture on Aquatic Products Consumption

Computational Modeling of the Value Co-Creation Process in Customer Service: An Application of the NK Model

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