Compras online por una buena causa: marketing social en las tiendas de moda de segunda mano

Under the rapid development of e-commerce, offline brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offline stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offline visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques.

Perceived value-perceived risk framework is the mainstream framework in consumer behavior and marketing research. Based on this framework, this paper expounds consumer's perceived value and perceived risk of new domestic skin care products, and analyzes its dimensional composition. On this basis, this paper introduces the moderating variable of conscientiousness, and applies regression analysis to test the influence of perceived value and perceived risk on purchase intention, and the moderating effect of conscientiousness between consumers' perception and purchase intention. The findings are as follows: 1. Perceived value includes quality value, social value and cost value; Perceived risk includes financial risk, physical risk and time risk; 2. Perceived value has a significant positive impact on consumers' purchase intention, which is the key path to affect consumers' purchase intention, and its main driving factor is social value; 3. Perceived risk has a significant negative impact on consumers' purchase intention, and its main driving factors are time risk and financial risk; 4. Personality traits-conscientiousness has a significant positive moderating effect on perceived value and purchase intention, while conscientiousness has a significant negative moderating effect on perceived risk and purchase intention.

The purpose of this study is to explore the effects of informative content, self-enhancing content, and remunerative content on consumers’ active and passive engagement and purchasing intention, based on the Uses and Gratifications Theory. The paper obtains corresponding conclusions through quantitative analysis by collecting questionnaires from young Chinese consumers. According to the survey data, this research indicates that remunerative and self-enhancing content will be more important drivers for active engagement, and informative content and self-enhancing content will have more significant and positive connections with passive engagement and consumers' purchase intention. This research also found that both consumer engagement and social media content will positively influence consumers' purchase intention, and consumer engagement demonstrated a stronger relationship with purchase intention. These findings will benefit scholars and practitioners working in the marketing field to target appropriate research groups.

The rise of e-commerce has enabled consumers to shop anytime and anywhere, access extensive product descriptions, read reviews, compare a wide range of products and prices, and take advantage of offers. Moreover, interactive and personalized shopping experiences have become possible through the latest innovation in e-commerce: live streaming. E-commerce live streaming allows real-time interaction with sellers, combining engagement and convenience, which is highly favored among consumers in Indonesia. One of the main factors influencing the selection of live streaming platforms is the promotional offers provided, as most shopping behaviors are driven by attractive offers. In addition to promotions, the presence of hosts and their interactivity in leading live streaming sessions play a crucial role. Hosts ability to interact with viewers, present informative content, and provide personalized recommendations effectively enhances consumer engagement and purchase intention. However, many local businesses, particularly SMEs, suffer losses due to ineffective host and promotional strategies during live streaming sessions that fail to attract consumers. Therefore, this research aims to provide valuable insights for optimizing live streaming strategies, helping hosts develop more effective approaches and strategies to drive sales in a competitive market. This study focuses on analyzing which host gender, host interactivity, and promotions are more effective strategies in driving higher consumer engagement and purchase intention. The research examines 864 live stream sessions from the three most used and favored e-commerce live streaming platforms in Indonesia: Shopee Live, TikTok Live, and Tokopedia Play. This research applied a descriptive research design with an observational method. The data was analyzed using Descriptive Analysis, Chi-Square Test, Post Hoc Test, and Correlation Analysis through SPSS. The results indicate that host interactivity and promotion are significantly associated with consumer engagement and purchase intention, while host gender does not show a significant association. Moreover, female hosts, responsiveness in interactivity, and flash sales as a promotional strategy appear to be more effective in achieving higher consumer engagement and purchase intention compared to others across all e-commerce live streaming platforms. Shopee Live also emerges as the e-commerce live streaming platform that generates the highest consumer engagement and purchase intention compared to other platforms. The correlation analysis reveals a strong positive relationship between consumer engagement and purchase intention, indicating that higher levels of consumer engagement are associated with higher purchase intentions. These findings highlight the importance of attractive host and promotional strategies in live streaming to maximize consumer engagement and purchase intention in the competitive landscape of e-commerce live streaming.

Against the backdrop of rapid development in digital and network technologies, privacy issues in e-commerce live streaming have gradually drawn consumers' attention. How to effectively use consumers' personal information to promote the high-quality development of e-commerce live streaming is a key issue of concern in academia. Based on sample data, this study summarizes the current status of consumers' privacy sensitivity when watching e-commerce live streaming, explores the impact of privacy sensitivity on consumers' purchase intention, and finds that privacy concerns negatively affect consumers' purchase intention, while privacy protection and privacy fatigue positively affect consumers' purchase intention. Perceived trust and perceived risk play a mediating role in the relationship between consumers' privacy sensitivity and purchase intention. Based on these findings, it is recommended that e-commerce live streaming platforms actively formulate and improve privacy protection policies to further protect consumers' privacy information, while establishing joint credit evaluation standards to enhance consumer trust. Merchants should comply with privacy policies and strengthen brand building. Government departments should enhance the diversity and effectiveness of privacy protection education and use innovative technologies to create a good social environment for consumers' purchasing behavior on e-commerce live streaming platforms.

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of consumer engagement as different ways to provide a deep and meaningful experience, this study develops a model that explores the antecedents of consumer engagement and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, interactivity, sociability, social ties, and social identity among all of the sub-factors of consumer engagement increases consumer engagement. Second, consumer engagement increases their purchase intention. Finally, interactivity and social identity among the antecedents of consumer engagement increase consumers' purchase intention through their consumer engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by consumer engagement.

This paper explores the influence of social network marketing on consumer engagement and purchase intentions. As a vital component of modern marketing, social network marketing leverages social media platforms to promote products and services, becoming a primary strategy for businesses to attract and interact with consumers. Through a literature review and case studies, this paper delves into the mechanisms by which social network marketing enhances consumer engagement, including the roles of social interaction, user-generated content, and social proof. Additionally, it examines how personalized marketing strategies and social recommendations within social network marketing influence consumers' purchase intentions. Finally, the paper discusses the limitations of current research and proposes future research directions to deepen the understanding of social network marketing's impact.

How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

The purpose of this study includes: (1) To reveal the mechanism of short video marketing elements on consumers' brand cognition. By investigating the factors such as professionalism, credibility and content expression in short videos, this paper analyzes the specific influence path of short videos on consumers' brand cognition.(2) Test the relationship between consumers' brand cognition and purchase intention. This paper discusses the role of brand cognition between short video marketing and consumers' purchase intention, so as to verify the key position of consumers' attitude in the purchase decision-making process.(3) Construct and verify the empirical model of short video marketing affecting consumers' purchase intention. With questionnaire survey and structural equation model as the main methods, this paper systematically tests the causal relationship between various elements of short video marketing and consumers' purchase intention.(4) Provide practical enlightenment for enterprises and consumers. Suggestions are put forward from three aspects: brand marketing, short video content creation and rational decision-making of consumers, so as to promote accurate marketing of enterprises and rational consumption of consumers. Based on the questionnaire survey and the collection of 328 valid data, this paper analyzes them by descriptive statistics, reliability analysis, validity analysis and structural equation method, and puts forward the following conclusions: (1) The professionalism and reliability of video bloggers have a significant positive correlation with consumers' brand perception, and the improvement of consumers' brand perception further enhances their purchase intention. (2) Different types of consumers have different influences on online celebrity, a video blogger. Young consumers are more susceptible to the content emotion of video bloggers and tend to spend. Consumers with higher spending power need to see the professional blessing of the video blogger to buy.

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis

This study examines the influence of traditional symbols in the packaging design of locally made chocolate on consumer purchase intention. The research explores the role of cultural symbols, symbol value, and cultural openness as moderating factors in shaping consumer perceptions and behaviors. Using a quantitative research design, a survey was conducted among 249 domestic and foreign tourists in Yogyakarta, Indonesia. The study hypothesizes that including traditional symbols positively impacts purchase intention and enhances consumer perceptions of symbolic value and that cultural openness moderates these effects. The results, were analyzed through Model I and Model II regression. Besides, the findings show that traditional symbols in packaging have a significant positive effect on purchase intention and symbol value. Moreover, cultural openness was found to moderate the relationship between traditional symbols and purchase intention, strengthening the impact of cultural symbolism on consumer behavior. The study contributes to understanding how traditional cultural elements and globalized consumer attitudes affect marketing strategies for locally made products. The implications for marketing local food souvenirs suggest that packaging design that reflects cultural symbols can significantly enhance consumer engagement and purchase intention.

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in shaping consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior.

PurposeFollowing the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in different parts of the world. Still, extent post-pandemic literature has devoted little attention to the factors shaping consumers' intent to purchase organic food in developing markets. The current research empirically investigates the antecedents of consumers' attitude and intent to purchase organic food in an emerging market context (i.e. Morocco). This research also explores the differences between OF consumers' manifest attitudes prior to and following the COVID-19 pandemic.Design/methodology/approachTo achieve the study's objectives, data were collected from 1,060 Moroccan respondents using online self-administered questionnaires in two different eras: prior to the COVID-19 pandemic with a total of 441 valid responses and following the pandemic with 619 valid responses. Confirmatory factor analysis (CFA) was employed to validate the data, and a partial least squares (PLS) estimation was used to test the hypotheses.FindingsFirst, attitude towards OF has a significant impact on consumers' purchase intention; at the same time, it is influenced by subjective norms, organic labeling, perceived behavioral control, health consciousness, and environmental concern. This study's findings also suggest subjective norms, organic labeling, perceived behavioral control, health consciousness, environmental concern, age, and income as the key determinants of consumers' intention to purchase OF. Second, the IPMA analysis suggests that while health consciousness, organic labeling and perceived behavioral control are the most important constructs influencing attitude towards OF, consumers' purchase intention is mostly influenced by health consciousness, attitude towards OF and age. Finally, the PLS-Multigroup Analysis conveyed few discrepancies in the results when comparing the two eras (i.e. subjective norms and age had more significant impacts on consumers' purchase intent following the COVID-19 pandemic).Practical implicationsThis study provides organic food retailers and practitioners with a deeper understanding of the key aspects shaping consumers' intent to purchase organic products in emerging markets. The comparative analysis will also provide important insights on how to shape consumers' attitudes and purchase intentions in a new-normal marked by the COVID-19 pandemic.Originality/valueThis study's findings contribute to the growing literature on consumers' behavior in the organic food industry, particularly in developing countries where research is still narrow. This study's study is the first of its kind to compare consumers' intention to purchase organic food before and following the COVID-19 pandemic.

Purpose Virtual clothing presentation has a visual 3D effort and allows consumers to interact. Currently, most scholars make virtual clothing presentations as a whole or focus on one element to study its impact on consumers’ purchase intentions. This study disassembles the components of virtual clothing presentation in Taobao and explores how each component (virtual clothing, virtual model, presentation space, presentation technology and system quality) affects consumers’ purchase intention, which can provide clothing companies recommendations for developing it and help improve consumers’ online shopping experience. Design/methodology/approach This study created the parts of a virtual clothing presentation and took advantage of Taobao’s 3D interactive module to simulate a shopping scenario. Participants experienced a 3D interactive virtual clothing presentation in which they could change clothing colors, show actual clothing sizes, try different model poses, switch presentation backgrounds and unfold clothing structure through interactive buttons. Then they were randomly assigned to view two kinds of images and videos of experiment clothing (real images and videos vs virtual ones), respectively. Hypotheses were tested using SEM and applying SmartPLS 4. Findings The results demonstrated that five components of virtual clothing presentation have different degrees of influence on consumers’ purchase intention through different consumer perceptions (perceived usefulness, ease of use and enjoyment). It is necessary to consider the design of the virtual clothing presentation in those five dimensions for different needs. In addition, it is feasible to replace images and animated videos of real clothing with virtual ones in Taobao. Originality/value Different types of virtual clothing presentations can lead to various results in terms of diverse impacts. This study disassembles and researches each component of a virtual clothing presentation. Overall, this study could provide guidance and suggestions for clothing companies to develop and design or invest in virtual clothing presentations.

Artificial intelligence (AI) is revolutionizing consumer–provider interactions by changing the nature of online purchases. This study uses the social support theory to investigate consumer purchase intentions by combining AI technology, consumer social media engagement, and consumer experience. Online surveys are conducted with 467 Chinese social media users who had experience with online purchasing and AI technology. Partial Least Squares Structural Equation Modelling (PLS-SEM) is used to examine the data and proposed hypothesis. This study finds that AI positively affects consumer experience and consumer engagement on social media. Similarly, a positive relationship exists between social media engagement and consumer experience, leading to a more satisfied consumer and amplified purchase intentions. Additionally, affective attachment moderates the relationship between consumer satisfaction and purchase intention. The results reveal that AI can be used on social media to improve consumer experience and increase customer satisfaction levels and purchase intention. We also provide tips for developing flawless service business models. Marketers should explore making social media posts more engaging by using vibrant images and videos to attract customers and prompt them to create, circulate, and share said content on various social media networks.