Marketing education to international students: A systematic literature review and future research agenda

Beliefs play a prominent role in consumer attitudes toward technology. Hence, the interplay between affective and cognitive perceptions results in approach or avoidance behaviours. This study examines how phygital interactive in‐store technologies are perceived in the specific context of luxury retail by providing a holistic picture of the characteristics consumers link to technological applications. Employing correspondence analysis, we highlight the contribution of the affective and cognitive dimensions of beliefs to technology evaluation, both in positive and negative terms. By differentiating between respondents who had already tried the technology and those who had not, the findings reveal how negative bias, derived from a lack of experience, results in negative evaluations; while previous usage of the technology positively impacts technology assessment. The results provide an outline of a valuable customer in‐store experience enriched by phygital devices, showing how technology's distinct features attract consumers, and how these perceptions can be leveraged by the retailer to enhance the retail experience.

Section: Discussionmentioning

confidence: 97%

Phygital luxury experiences. A correspondence analysis on retail technologies

Guzzetti,

Crespi,

Belvedere

2024

“…Finally, another aspect of understanding prosumers' sharing economy engagement in the digital era has been gaining in importance. With artificial intelligence (AI) chatbots (e.g., ChatGPT) and similar AI‐based tools now widely accessible, consumers, providers, and sharing economy platforms can gain access to efficient information and effective means of P2P communication (Paul et al, 2023). While researchers have only begun to discuss the changing landscape of marketing and consumer behavioral research in this era (e.g., Mehta et al, 2022; Paul et al, 2023), the use of AI chatbots likely will transform how consumers, providers, and platforms make decisions.…”

Section: Discussionmentioning

confidence: 99%

“…With artificial intelligence (AI) chatbots (e.g., ChatGPT) and similar AI‐based tools now widely accessible, consumers, providers, and sharing economy platforms can gain access to efficient information and effective means of P2P communication (Paul et al, 2023). While researchers have only begun to discuss the changing landscape of marketing and consumer behavioral research in this era (e.g., Mehta et al, 2022; Paul et al, 2023), the use of AI chatbots likely will transform how consumers, providers, and platforms make decisions. Furthermore, prosumers sentiments' regarding their own vulnerability and the risks associated with sharing economy participation possibly will be affected as well.…”

Section: Discussionmentioning

confidence: 99%

Vulnerability and perceived risks in the peer‐to‐peer sharing economy

Culiberg,

Kos Koklic,

Kukar‐Kinney

et al. 2024

The peer‐to‐peer (P2P) sharing economy, as an attractive alternative to permanent ownership, creates a triadic relationship among three groups of participants: service enablers, providers, and consumers. One of its main features is the expansion of the user's role to the roles of consumer and provider, or “prosumer.” However, in their role as prosumers, individuals may have an aversion to participating in the P2P sharing economy market due to their sense of powerlessness and lack of control, suggesting that their vulnerability needs to be considered. Despite their importance, prosumers have not received commensurate attention in the sharing economy literature. To address this gap, we examined prosumer vulnerability's impact on risk perceptions in the role of prosumer and illuminated these risks' impact on intentions to participate. The results from a U.S. survey indicate that vulnerability is a significant driver of all risk types, for both consumers and providers. Furthermore, psychological risk and security risk are found to significantly decrease intention to participate. Unexpectedly, social risk increases intention to participate among consumers and providers, while privacy and health risks are insignificant.

“…Most CE publications leverage consumers' interactive experiences on digital platforms, for example, social media platforms and virtual brand communities, to obtain data for their research (Barari et al, 2021; Brodie et al, 2013; Saikia & Bhattacharjee, 2023). These investigations have demonstrated that consumers tend to direct their resources in online interactions, like interacting with peers and participating in discussions on a web site or ChatGPT platform (Calder et al, 2009; Paul et al, 2023), and develop brand‐related sense‐making (Hollebeek & Macky, 2019), resulting in buying behavior, customer referral behavior, customer‐to‐customer interactions, word‐of‐mouth activity, and/or blogging activity, brand love, and other consumer‐based brand equity (Arya et al, 2022; Joshi & Garg, 2021; Kumar et al, 2010; Van Doorn et al, 2010). Other scholars (e.g., Baldus et al, 2015; Raïes et al, 2015) pointed out that consumers develop CE by participating in online brand‐related activities and discussions and forming a brand community to conduct activities such as seeking assistance, like‐minded discussion, and self‐expression.…”

Section: Literature Review and Theoretical Hypothesismentioning

confidence: 99%

The impact of shared value proposition on consumer engagement through a sense of brand community

Lin,

Long,

Liu

2024

Creating shared value (CSV) literature has heralded enterprises generating economic benefit while simultaneously adding value to society. Existing research predominantly employs the case study method to show that enterprises adopting CSV strategies have achieved commercial success. However, empirical investigations are still rarely undertaken to examine the effect of CSV on consumers. This study argues that a shared value proposition generates consumer engagement (CE) and fosters in customers a sense of brand community. To this end, a moderated mediation model is constructed to delineate the relationship between shared value proposition, sense of brand community, and brand engagement. The empirical results show that a shared value proposition has a positive impact on brand engagement, which is fully mediated by consumers' sense of brand community. The study also discovered that consumers' self‐construal does not moderate the relationship between shared value proposition and sense of brand community. We hope our study and the evidence it provides help to shed more lights on the understanding and impact of CSV and to support the application of CSV strategy in enterprise.