use intention of pirated software, moral intensity, moral judgment, theory of planned behavior,
Purpose -This paper aims to examine the antecedent of purchase intention: online seller reputation, product category and surcharge. Design/methodology/approach -This paper uses five experimental designs to explore the seller reputation, product category and surcharge effects in Internet shopping. The authors chose one seller of low reputation and one seller of high reputation from Yahoo Mall. ANOVA are used to evaluate the results. Findings -Sellers of high reputation can post higher surcharges to increase the total price paid by the buyer, but sellers of low reputation cannot do so (experiment 1). Moreover, partitioned price will decrease purchase intention for sellers of low reputation more than for sellers of high reputation (experiment 2). Consumers take the longest time to make purchasing decisions when buying credence goods (experiment 3) or buying from sellers of low reputation (experiment 4). The effect of surcharge levied by sellers of low reputation is weakened for consumers with low (vs high) shipping-charge skepticism (experiment 5). Practical implications -This study is helpful to online sellers if they can identify their reputation, product category and those consumers who have shipping-charge skepticism, they can create extra profit through surcharge practice. Originality/value -The authors' investigation extends the literature on consumers' price processing by identifying the important moderators (seller reputation, product category, and elaboration) and probing into the decision process (via the response time). The results suggest prescriptive strategies for online sellers.
Purpose -The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach -This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings -Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications -This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value -This paper extends the literature on consumers' brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.
With technology licensing on quality innovation becoming a general phenomenon in the industry, this study focuses on the impact of quality improvement under different environmental standards. We established a three-country model to analyze the actions taken by the domestic firm located in the home country with high quality technology, the foreign firm located in the foreign country with low quality technology, and the products they export to the third country. The importing country also decides on an environmental standard for reducing environmental pollution. Our major findings are: (1) A less strict environmental standard is preferable for the third country government in the beginning, but the government will become stricter with the increasing substitution of products in the long term. (2) In the aspect of licensing, the higher quality firm tends to provide an option to draw up a royalty licensing contract rather than a fixed-fee licensing contract. (3) The social welfare of the high quality firm is always higher than that of the low quality firm, but it will decrease with the increasing substitution of products. Coming from the increasing substitution of products, the excess profit that is created for the low quality firm is used as a cost for pollution abatement. Therefore, the social welfare of the foreign country does not change when the substitution of product changes. This model fully illustrates the real case of mainland China and enriches the field of technology licensing on quality innovation.JEL Codes: L11, L51, O13.
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