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Although credit card overspending behavior has become a critical societal concern with severe negative impacts on consumer welfare and economic stability, research on credit card overspending behavior remains fragmented and understudied. This study investigates new types of antecedents of credit card overspending behavior that are overlooked in the prior literature—the acquisition mode of credit card companies. Based on data set from a large commercial bank in China, this study measures credit card overspending behavior using consumption amount, cash withdrawal amount and overdueness, and suggests that gift acquisition has a positive effect on cash withdrawal amount and overdue probability as well as a negative effect on consumption amount. Furthermore, we find that this relationship could be weakened for female customers and for customers with higher education levels. This study provides theoretical implications for both the credit card overspending literature and customer acquisition literature. It also has important implications for consumer welfare and public policymaking.

PurposeThe purpose of this paper is to understand the factors influencing content generation and community initiative in PESCs. Taking advantage of an emerging PESC – Xiaohongshu APP, the study identifies three antecedent resources, including customer-owned knowledge, harmonious passion to shopping and perceived information usefulness, that affect content generating and further community initiative.Design/methodology/approachBased on the service-dominant (S-D) logic model and resource integration related work, the authors proposed a conceptual framework empirically tested using data of a survey and the real content-generating behavior from 347 respondents.FindingsThis paper identifies three resource antecedents of content generating behavior with significant influence. Furthermore, there is a moderating effect of perceived information usefulness among these three resources, which echoes the concept of resource integration. Content generating has a significant and positive influence on community initiative.Originality/valueFirst, the paper identified customer and platform resources promoting the prosperity of PESCs, enhancing the research on antecedents of community prosperity. Second, the paper empirically quantifies the process and outcome of resource integration conceptual model. Third, it enriches the understanding of C2C interaction by investigating the value creation process on PESCs. Moreover, findings in the study provide insights for community managers to improve the operation of PESCs.

PurposeThis study aims to investigate the effect of acquisition modes on customer behavioral loyalty to enrich our knowledge of the effectiveness of acquisition modes and how to better target customers in the service industry.Design/methodology/approachUsing a data set from a large commercial bank in China, this study conducts a series of empirical analyses to examine the impacts of two types of acquisition modes (i.e. the gift acquisition mode and customer referral) on customer behavioral loyalty.FindingsGift acquisition has a negative effect on customer behavioral loyalty, as measured by the dropout probability, consumption amount and consumption frequency. Furthermore, this negative relationship could be weakened if the customer is referred by an existing customer.Originality/valueAlthough prior studies have investigated the effectiveness of some acquisition modes in terms of customer loyalty, customer acquisition through the provision of gifts, which is widely implemented in marketing practice, has not been well investigated. This study addresses this research gap and identifies the joint influence of acquisition modes on customer behavioral loyalty, further enriching our knowledge of the effectiveness of different acquisition modes.

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Given their widespread application and the benefits provided to marketers, the inconclusive effects of uncertain promotions need to be further explored. This research demonstrates that the effectiveness of uncertain promotions varies with the type of uncertainty involved in the promotions (i.e., sweepstakes and contests). Based on real‐world data from one of the largest commercial banks in China and three controlled experiments, we found consistent evidence supporting the advantages of sweepstakes promotions over contest promotions, even when both uncertain promotions had the same cost for consumers. We suggest that this effect occurs because of the consumers have a higher perception of confidence and thus, perceive the probability of winning the reward is higher in sweepstakes than in contest, thereby indicating the underlying mechanism of the effect of the uncertain promotion type on consumer preference.