The influence of service category, consumers' narcissism and processing mode on service customization consumption

Wang, Chen; Wang, Qiang; Feng, Taiwen; Zhang, Yan

doi:10.1108/apjml-04-2020-0263

Cited by 11 publications

(24 citation statements)

References 38 publications

(106 reference statements)

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“…There are other sub-dimensions of global narcissism construct like desire to gain self-importance and search for uniqueness (Emmons, 1987). Need for uniqueness is a construct of substantial importance, as also identified by recent stream of research that investigates narcissistic consumption (Wang et al, 2020), and as repeatedly reflected through responses in our study 1. Variety seeking and experiential consumption orientation are other such variables of salience, which may influence consumers' narcissistic consumption orientation.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 52%

S/he styles: narcissistic fashion apparel consumption in India

Sarkar

2022

JCM

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Purpose This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship. Design/methodology/approach The research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro. Findings Analysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances. Originality/value The value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

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Section: Limitations and Future Research Directionsmentioning

confidence: 52%

S/he styles: narcissistic fashion apparel consumption in India

Sarkar

2022

JCM

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“…This study utilized experimental questionnaire (i.e. choice-based indirect survey) to measure the WTP (Wang et al. , 2021) and customer preferences based on the real world (primary) data.…”

Section: Methodsmentioning

confidence: 99%

Willingness-to-pay experimental model for Stackelberg dual channel pricing decision

Lin

Januardi

2022

IJRDM

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PurposeThis study proposes and demonstrates a novel approach to analyzing customer channel preferences and willingness-to-pay (WTP) in the dual sales channel (DSC) system involving direct online channels and conventional offline retailers, and to how the pricing decisions are made under specific game competition.Design/methodology/approachQuestionnaire survey based on central composite experiment design was utilized to obtain primary data. The model for customer channel preferences and WTP was then built by using multinomial logistic regression. The propensity of a customer to make purchases in either channel estimated by using the logit model was inserted in the bilevel programming model to formulate and solve for the Stackelberg competition where the conventional retailer acted as a leader.FindingsThe study found that channel prices have nonlinear impacts on WTP and channel preference. The empirical results complement the mathematical formulation well where high-order own-price and cross-price effects on channel selection are generally not analytical tractable. Under the Stackelberg competition, the traditional retailer (as the leader) still achieves higher profits than the online facility.Practical implicationsThe proposed framework provides an empirical approach that can easily address the competition model in the sales channel when complicated own-price or cross-price effects are present.Originality/valueThe present work provides a novel approach to analyze customer preference and WTP of the DSC systems. This alternative method simplifies the procedure for investigating and estimating price sensitivity, especially when the online and offline prices affect customer WTP and channel preferences nonlinearly. This model is also utilized in the game competition to facilitate data-driven price decision making to better formulate and understand real-world DSC problems.

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“…Usrey et al. (2020) and Wang et al. (2021) have tentatively studied green customization from a service customization and green optional perspective (see Table 1).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…, 2021). The customization function can meet not only consumers' need for uniqueness, but also their different levels of green consumption needs (Wang et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

Impeding green customization: the roles of negative perceptions, environmental responsibility and claim type

Wang

Zhang

Feng

et al. 2023

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PurposeThis study aims to investigate the impact of environmental responsibility (ER) on consumers' green customization intention (GCI), as well as the separate and joint moderating effects of consumers' negative perceptions and environmental claim type (ECT) on the relationship between ER and GCI.Design/methodology/approachIn this study, two online experimental questionnaires and one between-subject lab experiment were conducted to test all hypotheses.FindingsThis study found that high-ER consumers are more likely to choose environmental options in the product customization process (versus low ER). The effect of ER on consumers' GCI is moderated by consumers' negative perceptions of green consumption (e.g. green skepticism and perceived environmental premium (PEP)). Additionally, ECT's joint moderating effect and consumers' negative perception of green customization consumption can be decreased by a substantive (versus associative) claim type in message framing.Practical implicationsThe findings provide new insights into the factors affecting consumers' GCIs and have significant practical implications. First, consumers' different ER levels should not be neglected when examining the value of green customization. Second, consumers' green skepticism and PEP could reduce consumers' GCI. Third, the use of substantive environmental claims may also be particularly helpful for companies' communication strategies regarding consumers' low-level negative perceptions of green options.Originality/valueWhile previous studies state “environmental responsibility” as a key characteristic of general green consumption, the authors extend that to a green customization process and connect that with consumers' negative perceptions and ECT. In addition, the separate and joint moderating effects of consumers' negative perceptions and ECT were examined. Thus, these findings refine the existing understanding of the relationship between ER and green customization.

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The influence of service category, consumers' narcissism and processing mode on service customization consumption

Cited by 11 publications

References 38 publications

S/he styles: narcissistic fashion apparel consumption in India

S/he styles: narcissistic fashion apparel consumption in India

Willingness-to-pay experimental model for Stackelberg dual channel pricing decision

Impeding green customization: the roles of negative perceptions, environmental responsibility and claim type

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