Subscription commerce: an attachment theory perspective

Kerschbaumer, René Hubert; Kreimer, Daniel; Foscht, Thomas; Eisingerich, Andreas B.

doi:10.1080/09593969.2022.2134173

Cited by 4 publications

(5 citation statements)

References 70 publications

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“…, 2021) and enhancing inter-personal relationships (Mogilner et al. , 2012; Kerschbaumer et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2018). Based on attachment theory (Bowlby, 2008; Kerschbaumer et al. , 2022), literature broadly categorizes individual's interpersonal attachment styles into two types of orientations: attachment anxiety and attachment avoidance (Mende and Bolton, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Human beings constantly strive to feel happy while socializing (Tkach and Lyubomirsky, 2006). Brands have the potential to provide consumers the prospect of being happy, through providing hedonic experiences (Johnson et al, 2021) and enhancing inter-personal relationships (Mogilner et al, 2012;Kerschbaumer et al, 2022). Gilovich et al (2015) argue that experiential purchase yields greater happiness.…”

Section: Beauty Salon Brand Happinessmentioning

confidence: 99%

“…Anxious attachment stimulating brand happiness Individual's attachment orientation determines if he/she will feel emotionally secure in relationships with others (Mende and Bolton, 2011;Japutra et al, 2018). Based on attachment theory (Bowlby, 2008;Kerschbaumer et al, 2022), literature broadly categorizes individual's interpersonal attachment styles into two types of orientations: attachment anxiety and attachment avoidance (Mende and Bolton, 2011). Attachment anxiety indicates individual's emotionally insecure orientation towards interpersonal relationships characterized by acceptance seeking from others (Swaminathan et al, 2009;Mende and Bolton, 2011).…”

Section: Narcissistic Brand Lovementioning

confidence: 99%

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Deciphering factors that make a narcissistically loved salon brand

Sarkar

Jain

et al. 2023

IJRDM

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PurposeThis research is conducted in the context of beauty salons in India, to investigate how enhanced perceived acceptance in interpersonal relationships through consuming beauty salon services can generate narcissistic brand love among consumers via the mediation of brand happiness. It also investigates the moderating impact of consumer's anxious interpersonal attachment style and cynicism on the relationship between perceived salon brand-interpersonal acceptance goal congruence and salon brand happiness.Design/methodology/approachTo test the hypothesized relationships, a survey was conducted among 225 regular consumers of beauty salon brands. The data were analyzed using Hayes' (2017) process macro in SPSS.FindingsThe results suggest that perceived goal congruence between beauty salon brand-interpersonal acceptance positively influences brand happiness, which in turn predicts consumer's narcissistic brand love. Consumer's anxious interpersonal attachment style positively moderates the effect of brand-interpersonal acceptance goal congruence on brand happiness, while cynicism negatively moderates the path.Originality/valueValue of the study lies in extending interpersonal acceptance and rejection (IPAR) theory to the domain of consumer–salon brand relationship, to posit that if salon brands satisfy consumers' interpersonal acceptance goals, there is a potential for such happy consumers to love the salon brand, albeit narcissistically.

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“…, 2021) and enhancing inter-personal relationships (Mogilner et al. , 2012; Kerschbaumer et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Beauty Salon Brand Happinessmentioning

confidence: 99%

Section: Narcissistic Brand Lovementioning

confidence: 99%

See 2 more Smart Citations

Deciphering factors that make a narcissistically loved salon brand

Sarkar

Jain

et al. 2023

IJRDM

View full text Add to dashboard Cite

show abstract

“…Our research emphasizes that rather than merely presenting products, live streamers cultivate deep emotional connections with their audience, influencing buying decisions,which is consistent with previous research (Li & Peng, 2021;Xu et al, 2022;Zhang et al, 2022).In many instances, they are seen as personalities, influencers, and virtual companions. Drawing upon Bowlby's attachment theory, the emotional bond between viewers and streamers can be understood as a reflection of "parasocial interactions" (Wang, Huang and Zhang, 2023;Kerschbaumer, Kreimer, Foscht and Eisingerich, 2023). When a viewer feels a strong parasocial relationship with a streamer, they are more likely to trust the streamer product endorsements, thus influencing their PI (Lee & Wan, 2023;Labrecque, 2014) .…”

Section: Influence Of Attachment To Streamers On Perceived Value and ...mentioning

confidence: 99%

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Feng,

Wei

2023

J. of Law and Sust. Develop.

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Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

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Navigating consumption streams: Toward a utilitarian–hedonic perspective on subscription box customer journeys

Banerji,

Gupta,

Ketron

2024

J of Consumer Behaviour

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Given persistent challenges faced by subscription box retailers in acquiring and retaining customers, there is an urgent need to understand decision‐making and sources of value at each stage of the subscription box customer journey. As extant research has frequently focused on the customers' decision to subscribe, relatively little work has explored why they choose to continue or cancel their subscriptions. We contend that a way forward in understanding subscription box customer journeys is to adopt a utilitarian–hedonic perspective when looking at each stage of such journeys. We conduct phenomenological in‐depth interviews with 26 subscription box customers and use the thematic insights to introduce a processual framework of subscription boxes as consumption steams. We posit that the subscription box customer journey comprises three key decision stages (initiation, immersion, and egression) with each stage characterized by distinct themes that add to or subtract from the utilitarian and hedonic value at that stage. Collectively, these themes provide a more nuanced understanding of the factors that shape customer decisions to start, renew, or cancel a subscription box. We conclude by noting how our findings contribute to marketing theory and practice and suggest some avenues for future research.

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Subscription commerce: an attachment theory perspective

Cited by 4 publications

References 70 publications

Deciphering factors that make a narcissistically loved salon brand

Deciphering factors that make a narcissistically loved salon brand

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Navigating consumption streams: Toward a utilitarian–hedonic perspective on subscription box customer journeys

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