Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode

Yang, Lu; Huang, Yunhui; Ho, Yi-Chun; Lin, Zhijie

doi:10.1016/j.im.2019.02.003

Cited by 6 publications

(4 citation statements)

References 82 publications

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“…At this point, our results are partially consistent with previous studies. For instance, consumers concerned most about the price value of products in GOSC [14,29,85,86]. However, we further added an "emotional" puzzle to the present transmission mechanism we acknowledged.…”

Section: Implication and Future Studiesmentioning

confidence: 96%

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

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There is a great deal of interest concerning how e-commerce in China can be developed in sustainable ways. Answering this question requires not only the strategic management at the aggregate level, but also developing a micro framework that can effectively understand the cognitive-behavioral pathway of consumers in various online contexts. This paper focuses on the “Double Eleven” Global Online Shopping Carnival (GOSC) in China and attempts to investigate the determinants of consumers’ behaviors of shopping platform usage. The distinguishing feature of this study is that we define GOSC as a unique scenario compared to normal online shopping context, where consumers’ emotional state towards such an event plays a larger role in determining behaviors. Based on Cognitive Emotion Theory (CET), the main findings of this paper suggest that (1) consumers’ behaviors of online platform usage can be affected by both cognitions related factors, including price value, gamification and personalized services, and by emotional state such as having arousal and being pleasured; (2) cognition has an effect on emotional state, such as the positive effect of price value on arousal and pleasure or gamification on arousal. Our study, therefore, has highlighted a number of key points to the sustainable development of GOSC. Limitations and further research directions are also discussed.

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Section: Implication and Future Studiesmentioning

confidence: 96%

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

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“… SMS messages,  Quick response codes that scan intention, and M-commerce has gradually become central to the expansion of business beyond physical barriers due to the rise in the number of users and the number of young users of mobile marketing. The adoption of cell phones is widely spread among the young generation, with about 75% of teenagers and 93% of adults between 18 and 29 years as mobile users (Yang, Huang, Ho, & Lin, 2019). It is also noted that the shopping trend has changed from in-store purchasing to online purchasing, enhancing the center-stage role of m-commerce in mediating the exchange (Yang et al, 2019).…”

Section: Concept Of M-commerce Marketingmentioning

confidence: 99%

“…The adoption of cell phones is widely spread among the young generation, with about 75% of teenagers and 93% of adults between 18 and 29 years as mobile users (Yang, Huang, Ho, & Lin, 2019). It is also noted that the shopping trend has changed from in-store purchasing to online purchasing, enhancing the center-stage role of m-commerce in mediating the exchange (Yang et al, 2019).…”

Section: Concept Of M-commerce Marketingmentioning

confidence: 99%

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Phenny¹,

Jeremiah²

2022

theijbm

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Despite studies suggesting that digital marketing practices have wide usage globally, there is currently no evidence in Kenya's fashion industry linking digital marketing tools to performance. This paper presented the findings on the influence of social media marketing, m-commerce, and website marketing as facets of digital marketing on the performance of Kenya's fashion industry. The study was guided by a Resource Based theory in a correlational research design. The study population constituted 560 SMEs in the fashion industry, out of which 30% (169) sample constituting proprietors of SMEs in Kisumu city in Kenya was picked using a stratified sampling technique. The findings revealed that digital marketing tools such as social media marketing, m-commerce, and Website marketing collectively accounted for 70.2% (R2=.702, p=0.000) variation in the performance of firms in the fashion industry within Kisumu City. Therefore, the study recommends that the proprietors of firms in the fashion industry should adopt and integrate digital marketing practices such as social media marketing and m-commerce into their business as they were seen to influence firm performance in the study context positively. The study findings, therefore, can be useful in informing policy-making relevant to the fashion industry.

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“…Another issue that stopped the consumers from purchasing products directly online through mobile phones was that they consider the smaller screen size of smartphones to be an obstacle (Rintamäki et al, 2006). However, the extensive usage of social networking and smartphones motivate people to enjoy OLSHOP with various advertisements, offers, singlestore promotions, and so on (L. Yang et al, 2019). From the discussion above, we propose the following hypothesis:…”

Section: Preference Of Mobile Phones For Olshop and Olpaysmentioning

confidence: 99%

Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust

et al. 2020

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The article analyzes the role of driving m-commerce with social networking and therefore provides insight into how the application of mobile apps influences customers’ perceptions on purchasing products online and on the mode of payment. The consumers are engaged in social interactions through the internet by the new opportunities provided by social media. These interactions provide and generate certain values for both businesses and consumers. An upsurge in the application of social media on mobile phones by users is evident, giving optimism and the ability to view the role of the integration of m-commerce into social media. Certain criteria like mobile app compatibility, trust, perceived value of mobile phone apps for online shopping, and online payment are examined from the point of view of consumers who purchase products, save purchase time, and provide easy use and security through social networking sites and m-commerce. Adoption of a digital mode of payment is affected by the education level of the consumers as, if they are internet savvy, they will be more inclined to use the digital payment mode. The article not only discusses the role of education in the better understanding of consumers toward the application of online modes of transaction through mobile phones, but also indicates that there are security issues, although these have been resolved to some extent by technological advances. Yet, there is need for the retailers as well as the consumers to achieve further technological progress.

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Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode

Cited by 6 publications

References 82 publications

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust

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