social responsibility, identification, brand attractiveness, brand coherence, brand distinctiveness, brand prestige, brand attitude, purchase intention,

PurposeThe paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.Design/methodology/approachThe impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.FindingsData analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are fulfilled. Online shopping information dependency can be increased with interfaces that are easier to use, but only if perceived usefulness remains high. Consumer innovativeness positively influences internet exposure and the ease‐of‐use perception of the shopping medium, referred to throughout this paper as “shopping channel”.Practical implicationsThis research enables companies to know which aspects of their communication strategies to highlight in order to get non‐purchasing web users to participate in e‐shopping. Perceived ease of use and online shopping information dependency has a significant influence on shoppers' willingness to purchase online. This shows that web content and design are key tools in the increase of future online purchasing. It is also recommended that managers target some of their advertising campaigns to the more innovative users.Originality/valueThere are still too few studies that analyse the effects of innovativeness and online shopping information dependency on non‐purchasing web users' behaviour. This work aims to combine the influence of online shopping information dependency, innovativeness and the traditional TAM in order to construct an improved model for internet shopping acceptance. It will use an integrated model to do so.

PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.Research limitations/implicationsReal brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.Practical implicationsThe findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.Originality/valueThis study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.

No abstract

PurposeThis paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.Design/methodology/approachThe data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.FindingsThe data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.Originality/valueWhile researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

The main purpose of this research is to analyze the role of consumer identification with the company and consumer involvement with the social cause in consumer behavioural responses to Cause-related Marketing. A theoretical model was empirically estimated based on data taken from 595 consumers of insurance and personal hygiene products and using structural equation modelling. A multigroup analysis was performed in order to test the moderating effect of consumer involvement with the social cause. Findings confirm that company-consumer identification is a powerful cognitive connection able to generate positive consumer behavioural responses to Cause-related Marketing. Furthermore, when the consumer feels more involved with the social cause, the positive influence of consumer identification on product purchase intention is amplified; however, identification influence on intention to support Non-Profit Organisation is reinforced when consumer feels less involved with the social cause.

This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presence) is the main predictor of PeWOM. Social Identity is a mediator between Social Presence and PeWOM. Interpersonal Influence has an important role as a moderator variable; the greater the impact of Interpersonal Influence, the stronger the relationship between Social Presence and PeWOM.

No abstract