We examine the effects of consumer motivations on browsing online stores with mobile devices and compare them with those on browsing physical stores. The results of the simultaneous analysis in multiple populations with structural equation modeling show that four kinds of motivations affect browsing mobile-based online stores, whereas three motivations affect browsing physical stores. This study implies that idea motivation is the most important determinant of both mobile and offline browsing. Also, it implies that adventure motivation and value motivation are important for mobile-based online stores, whereas gratification motivation is important for physical stores. This is the first study to examine the determinants of browsing intention in both physical stores and mobile-based online stores and will contribute to better understanding in-store browsing activity.KEY WORDS AND PHRASES: Hedonic shopping motivations, mobile-based online store, mobile commerce, simultaneous analysis in multiple populations, structural equation modeling.

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Purpose -Today, it is becoming increasingly important for manufacturers to develop cooperative relationships with distributors and obtain customized distribution services. Previous research has suggested that, with specified assets, manufacturers might "hold up" distributors and that such a relationship would not be sustainable. In contrast, the purpose of this paper is to develop a causal model to explain why and how manufacturers intend to extend cooperative relationships with distributors. Design/methodology/approach -To propose a causal model, two approaches -relationship marketing and transaction cost analysis -are examined. To complement the defects of the two approaches, a repeated game theoretic approach was applied in the causal model. The proposed model is empirically tested with 144 strategic business units of manufacturers and the structural equation modelling. Also, a case from the US and Japanese automobile industries is proffered to discuss the validity of the model. Findings -The results of the empirical analysis show that asset specificity by distributors increases manufacturers' long-term orientation, which increases manufacturers' intention to extend the relationship. It was also found that the intention to extend the relationship is reduced by distributors' opportunism. These findings are supported by a case study of the automobile industry in the USA and Japan. Originality/value -While most previous relationship marketing literature has focused on social psychological constructs, the present paper introduces the viewpoints of a game theoretic approach. The paper proposes a causal model regarding the relationship among asset specificity, opportunism, longterm orientation and intention to extend the relationship, which successfully explains why manufacturers do not hold up distributors with their specified assets.

Purpose – This study aims to examine the various effects of two licensing factors – health claims and “FoSHU seal”, which can be appeared on packages only with permission. In the Food for specified health uses (FoSHU) system, Japanese Government controls all health claims on packages of food products for the first time in the world. Design/methodology/approach – In Study 1, the authors investigate the signaling effects of the two licensing factors with a 2 (health claims: yes/no) × 2 (FoSHU seal: yes/no) factorial design. Then, in Study 2, the authors investigate the external effects on alternative brands with a 2 (package of the non-FoSHU brand: similar/dissimilar to the FoSHU brand) × 2 (presentation of the FoSHU brand: yes/no) design. Findings – The results show that food evaluations are affected by the FoSHU seal, indicating that, with the symbolic mark, FoSHU foods can be successfully differentiated from non-FoSHU foods. In contrast, food evaluations are not affected by health claims – health claims have external effects on evaluations of non-FoSHU products in the category if both FoSHU and non-FOSHU products have a similar package. Originality/value – Although there are many studies regarding the impacts of health claims on food evaluations, they have assumed only US regulatory system and, therefore, have not examined the effects of licensing marks. Also, because Japanese approval system is dissimilar to US regulatory system, the effects of health claims in Japan are different from those in the USA. By analyzing various effects of Japanese system on consumer evaluation of food healthiness, this study contributes to a better understanding of the impacts of the public policy and food marketing on consumer behavior.

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