Consumer Interaction Research Articles

INOVASI DALAM MANAJEMEN STRATEGI: "MEMBANGUN KEUNGGULAN KOMPETITIF DI ERA DIGITAL"

In a rapidly changing digital era, companies must prioritize innovation to build and maintain a competitive advantage in an increasingly tight marketplace. This essay explores the importance of innovation in managing corporate strategy in the digital era. Innovation includes more than just the development of new products or services; innovation also includes transforming a company's operational processes, improving consumer interactions, and generating lasting value. This abstract explains the importance of innovation in overcoming the difficulties and prospects of the digital era, the ways in which innovation can increase a company's competitiveness, and the techniques that organizations can use to increase their innovation potential. We also feature examples of leading organizations that have effectively implemented pioneering techniques to build competitive advantage in the digital era, such as Apple, Amazon, Airbnb, and Gojek.By gaining a deep understanding of the importance of innovation in strategic management, readers will be able to formulate efficient innovation plans to increase their company's competitiveness and become winners in competition in an increasingly complex global market. This article offers significant insights for business leaders and professionals who want to gain a deeper understanding of the importance of innovation in the digital era Keywords: Innovation, strategic management, competitive advantage and digital era.

Mixed Method Approach towards Continuous Use of Chatbots in Healthcare Apps: An Integration of Humanizing Experience Theory

The unprecedented adoption of apps has transformed consumer interactions. Chatbots are revolutionizing healthcare apps, but more than their integration is needed to guarantee a seamless user experience. This study advances the technology acceptance model by including anthropomorphic elements that build trust in technology for continuous chatbot use in mobile health apps. It leverages the humanizing experience theory to comprehensively examine the boundary conditions that explain the effects of humanizing digital experiences, such as self-representation and intimacy, on utilitarian and hedonic conversational cues. This research contributes to interactive marketing and mobile commerce by offering insights into user behavior for continued usage of health apps.

Impact of Social Media Marketing on Consumer Behaviour

The behavior of consumers is intricate, sophisticated, hard to modify, and occasionally confusing. Learning about consumer behavior is an interesting but important field of research. because of its complexity, diversity, unpredictable nature, and ubiquity. One of the most significant facets of consumer behavior and a hot topic for consumer science research is consumer engagement and purchase intention. Scholars and marketers have been trying to understand how consumers behave in a range of social, cultural, and other contexts. Understanding the various mental and physical actions that the customer takes prior to, during, and following the purchase is the main focus. The virtual world has emerged as a result of the introduction, development, and use of information and communication technologies by the general public and corporate organizations. Using the web, a system that uses the internet to facilitate business communications and transactions, new forms of value creation have been created in this digital age, dismantling traditional business models (Kalakota and Robinson, 2000). The demand for social media has increased due to developments in digital services and infrastructure brought about by government regulatory frameworks and other initiatives, as well as the availability of low-cost, high-speed data, appropriate content, and mobile apps. Additionally, mobile devices have become more affordable and sophisticated (Duhan and Singh, 2013). In addition, social media has given users new and innovative virtual platforms to interact, communicate, socialize, discover new information, and stay up to date on concepts, ideas, and products that may be of interest to them when making decisions about what to buy. Consumer decision-making has changed in the social web era due to the introduction of new influences such as brand community discussions and online brand endorsements (Constantinides and Fountain, 2008; Edelman, 2010). Social networks assist consumers in making decisions and sharing information (Milovic, 2018). In recent times, there has been an unparalleled surge in consumer interactions due to the availability of various forms of user-generated content such as text, photographs, and videos, as well as the chance to interact with friends, make new ones, and discover emerging trends (Giannakos et al., 2013). Mostly, people use these kinds of media to browse through information available on online forums and stay up to date on the latest developments in companies and goods.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product quality fills this gap. This study uses a quantitative-methods approach. A varied sample of consumers is asked about brand association, image, loyalty, attachment, product quality, and likeability. Analysis of direct and moderated effects uses structural equation modeling (SEM). The study found that brand association, image, loyalty, and attachment significantly impact perceived product quality. Consumers with strong positive associations, a positive brand image, great brand loyalty, and a profound emotional commitment to a brand see its items as higher quality. In particular, brand likeability moderates these relationships. Brand likeability enhances the effects of brand association, image, loyalty, and attachment on product quality. Brand-related characteristics greatly influence customer product quality perceptions when they like a brand. This study provides valuable insights for brand managers and marketers. First, it stresses the necessity of positive brand associations, images, loyalty, and attachment to boost product quality. Second, brand likeability amplifies these brand variables. Brands should provide engaging, realistic, and emotionally appealing experiences to increase likeability. Understanding these relationships can help marketers brand and communicate products, influencing consumer quality perceptions. This study adds to marketing literature by analyzing how brand connection, image, loyalty, and attachment affect product quality. Brand likeability moderates consumer-brand interactions, revealing their complexity. This research helps brands and marketers improve branding and consumer interactions, enhancing product quality and brand success.

Exploring the Convergence of Artificial Intelligence in Gastronomy: Enhancements in Food and Wine Pairing, Production, and Consumer Preferences Through AI-driven Technologies

The convergence of artificial intelligence (AI) with the culinary world represents a dynamic and evolving intersection, offering innovative solutions to enhance various aspects of gastronomy. This abstract encapsulates the key findings and insights from a comprehensive study investigating the implications of AI integration in gastronomy, focusing on food and wine pairing, production optimization, and consumer preferences. Qualitative data is collected through interviews with industry experts, chefs, and consumers, as well as observational research in gastronomic settings. These methods provide rich insights into the experiences, perspectives, and behaviors related to AI-driven technologies in gastronomy. Additionally, quantitative data is obtained through surveys distributed to food enthusiasts, restaurant-goers, and professionals in the food and beverage industry, enabling the analysis of attitudes, preferences, and behaviors towards AI integration. The findings reveal significant advancements facilitated by AI in food and wine pairing, production efficiency, and consumer interactions. AI-driven algorithms analyze vast datasets of flavor profiles, ingredient compositions, and consumer preferences to recommend optimal food and wine pairings tailored to individual tastes and preferences. In food production, AI optimizes supply chain management, predicts demand fluctuations, and reduces food wastage through predictive analytics and IoT sensors. Furthermore, AI-driven recommender systems personalize recommendations for consumers, enhancing their dining and shopping experiences. This abstract highlights the relevance and implications of AI convergence in gastronomy, emphasizing its potential to revolutionize culinary practices and cater to evolving consumer demands.

Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective

PurposeGamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.Design/methodology/approachEmploying affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.FindingsThe research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.Originality/valueThis study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.

Market Development and Global Expansion Strategies: An Analytical Study of Sephora

This article investigates Sephora's market development strategy as a leading worldwide retailer in the beauty business. A review of Sephora's target market, a comparison with IKEA's unplanned sourcing approach, and a detailed SWOT and PESTEL analysis yielded key results and recommendations for market development. Beauty aficionados who value high-quality goods and individualized shopping experiences are Sephora's target market. Sephora can improve shop layout and presentation, stimulate spontaneous purchases, and enhance sales by borrowing from Ikea's successful strategy. Sephora's excellent brand recognition, large product selection, and devoted client base are highlighted in the SWOT analysis, while opportunities for development in digital consumer interaction and promotional promotions are identified. Product diversification, collaborations, and growth into foreign regions are all possibilities for Sephora. Threats include competition from traditional and internet stores, as well as the problem of counterfeit items. The PESTEL research indicates the necessity of adhering to government rules, reacting to economic trends, responding to changes in beauty trends and sustainability, and utilizing technical improvements to enhance online business and sales channels. On this premise, it is suggested that online and physical sales channels should be used to complement each other.

The Future of Fashion Retail: Virtual Experiences and E-Commerce Integration

This innovative research integrates methodologies from two distinct studies to advance our comprehension of immersive virtual experiences within the realms of fashion and e-commerce. By amalgamating insights from both methodologies, this refined approach introduces novel components, including a virtual shopping environment, post-VR shopping behavior analysis, biometric data collection, extended interviews, longitudinal study design, and control group implementation. Participants engaged in 360-degree VR fashion shows and virtual shopping experiences using the Oculus Quest 2, while their physiological responses were meticulously monitored. Following the VR encounters, participants navigated a virtual store, and their subsequent shopping behavior was methodically tracked. Extended interviews delved into enduring effects, while a longitudinal study examined the evolution of attitudes over a three-month period. The inclusion of a control group ensured the robustness of causal inferences. This sophisticated methodology promises a comprehensive exploration of the intricate interplay between immersive virtual encounters and consumer behaviors, providing nuanced insights into the evolving landscape of virtual consumption. By embracing cutting-edge elements such as biometric data and virtual shopping environments, this research aims to unravel the multifaceted effects of immersive virtual experiences, contributing to a deeper understanding of consumer interactions with virtual environments and shaping the future trajectory of fashion and e-commerce.

THE ADEQUACY OF THE LAWS REGULATING ELECTRONIC BUSINESS IN JORDAN

The rapid advancement in communication and information technology has significantly reshaped the landscape of electronic business, encompassing e-government, e-commerce, and digital consumer interactions that transcend global boundaries. This development has necessitated a parallel evolution in legal frameworks worldwide to address the new realities of digital transactions and governance. The Hashemite Kingdom of Jordan, recognizing the imperative to adapt to this dynamic environment, has embarked on updating its legislative structures to better align with the emerging demands of the electronic business sector. This research aims to critically examine the current legal provisions in Jordan governing electronic business, assess their effectiveness, and explore potential gaps that may hinder the sector's development. Furthermore, the study will consider international treaties and agreements that Jordan could potentially join to bolster its electronic business sector and attract more investment. By comparing Jordan's legislative adaptations with global legal trends, this study seeks to highlight best practices and propose recommendations for enhancing Jordan's legal framework for electronic business. Additionally, the research will delve into judicial applications relevant to the electronic business to provide a comprehensive overview of the legal landscape and its practical implications. The analysis has revealed that the national laws need to be continuously updated to incorporate emerging technologies and new business practices. This is especially critical in areas like electronic privacy, data protection, consumer protection in the digital space, and the regulation of electronic signatures and transactions. Furthermore, despite Jordan's efforts to adapt its legal system to support electronic business, there is a pressing need for more comprehensive legislation that covers all aspects of the digital economy, including but not limited to, e-government services, e-commerce, and cybersecurity. Internationally, while Jordan has engaged with some treaties and global norms, there is a broader scope for integration into international legal frameworks that govern electronic commerce. Such engagement would not only enhance the legal robustness of Jordan's electronic business sector but also build investor confidence and facilitate smoother international transactions. As Jordan continues to develop its digital economy, it is imperative that its legal framework evolves correspondingly to support sustainable growth, protect stakeholders, and ensure compliance with international legal standards. This will not only benefit the local economy but also position Jordan as a competitive player in the global digital marketplace.

Exploring the use of blockchain-based tokens in the wine industry

Abstract A recent publication reports that the number of active Non-Fungible Tokens (NFTs) in self-custodial wallets has grown exponentially in the past years across several industries. This study analyzed 65 token-based use cases in the wine sector. It was found that most current applications revolve around the downstream part of the supply chain. The research has also demonstrated that the various solutions involving fungible tokens and NFTs can be classified into three categories. Consequently, a taxonomy has been introduced. Furthermore, it was identified that digital tokens can solve current challenges in the wine industry related to provenance, proof of origin, authenticity, and fraud prevention. At the same time, the utilization of tokens enables an extended consumer interaction with the product. Managers potentially considering connecting their physical products and services with digital tokens can obtain insights towards their use in the web3 economy.

The Influence of Augmented Reality on Customer Engagement in the Fashion Industry

This study investigates how the Augmented Reality (AR) is changing consumer interaction in the Fashion industry. The report highlights the gap in visualization and its effect on decision-making and return rates, as well as the issues the industry faces in consumer interaction as a result of restrictions in conventional approaches. An extensive examination of user experiences, engagement metrics, and customer perceptions are all included in the scope. The purpose of the research is to give stakeholders in the Fashion industry useful information for implementing augmented reality technology and improving the entire customer experience.

ASSESSING THE VALUE OF BLACK FRIDAY PROMOTIONS: AN ANALYSIS OF INSTAGRAM USERS’ SENTIMENTS AND BEHAVIORAL RESPONSES

Black Friday, as a significant global retail phenomenon, provides substantial insights into consumer behavior and the effectiveness of marketing strategies. This study explores into the dynamics of consumer engagement by analyzing user-generated content (UGC) on Instagram, focusing on the 2021 Black Friday promotions by key technology companies in Turkey. Utilizing an advanced three-step text mining methodology, the research commences with Latent Dirichlet Allocation (LDA) for organizing data into distinct thematic clusters pertinent to Black Friday promotions. This is followed by a sentiment analysis, executed using Python, to evaluate the emotional nuances of the UGC in relation to these themes and the corresponding company promotions. The concluding phase involves an exhaustive textual analysis (TA) to extract actionable insights, which are instrumental in refining promotional strategies and deepening the comprehension of consumer interactions on social media platforms. The results reveal a predominantly positive reception of exclusive promotions and smartphone deals, highlighting their effectiveness as strategic elements in social media marketing. In contrast, themes linked to perceived fraud, negative feedback, misinformation, and customer service issues elicited adverse reactions from consumers. These contrasting responses emphasize the imperative for brands to develop transparent, authentic marketing communications and robust customer support systems. The study not only offers strategic recommendations for brands aiming to enhance their social media campaigns but also contributes a theoretical framework for future research in digital consumer behavior, especially in the context of significant promotional events like Black Friday.

The role of social learning on consumers’ willingness to engage in demand-side management: An agent-based modelling approach

Achieving a sustainable energy future requires a clean, affordable energy supply and active consumer engagement in the energy market. This study proposes to evaluate and simulate energy consumers' willingness to participate in demand-side management programs using an agent-based modelling approach to address the social learning effect as a key factor influencing energy consumer behaviour. The proposed agent-based model simulates households' electricity consumer interactions examining how the willingness to shift electricity usage is encouraged through the social environment, while accounting for the diversity among consumers. Data from a survey conducted in Portugal, including questions about the influence of recommendations from friends or family members on individuals' willingness to engage in demand response activities, are used to test the proposed simulation. The findings reveal that social learning significantly impacts demand response acceptance, yet the extent of this influence varies depending on the socio-economic characteristics of households’ electricity consumers. The study confirms agent-based model as an effective approach for capturing social dynamics and supporting electricity market decision making, providing valuable insights for devising consumers engagement strategies.

Performance Assessment of Different Sustainable Energy Systems Using Multiple-Criteria Decision-Making Model and Self-Organizing Maps

The surging demand for electricity, propelled by the widespread adoption of intelligent grids and heightened consumer interaction with electricity demand and pricing, underscores the imperative for precise prognostication of optimal power plant utilization. To confront this challenge, a dataset centered on issue-centric power plans is meticulously crafted. This dataset encapsulates pivotal facets indispensable for attaining sustainable power generation, including meager gas emissions, installation cost, low maintenance cost, elevated power generation, and copious resource availability. The selection of an optimal power plant entails a multifaceted decision-making process, demanding a systematic approach. Our research advocates the amalgamation of multiple-criteria decision-making (MCDM) models with self-organizing maps to gauge the efficacy of diverse sustainable energy systems. The examination discerns solar energy as the preeminent MCDM criterion, securing the apex position with a score of 83.4%, attributable to its ample resource availability, considerable energy generation, nil greenhouse gas emissions, and commendable efficiency. Wind and hydroelectric power closely trail, registering scores of 75.3% and 74.5%, respectively, along with other energy sources. The analysis underscores the supremacy of the renewable energy sources, particularly solar and wind, in fulfilling sustainability objectives and scrutinizing factors such as cost, resource availability, and the environmental impact. The proposed methodology empowers stakeholders to make judicious decisions, accentuating facets that are required for more sustainable and resilient power infrastructure.

Leveraging TikTok for Enhanced Digital Marketing and Consumer Engagement

This study explores the increasing utilization of digital platforms for marketing, focusing on the TikTok application due to its burgeoning popularity across diverse demographics. The research employs a mixed-methods approach, analyzing both quantitative usage data and qualitative consumer feedback to assess the effectiveness of online promotions through TikTok. Results demonstrate that TikTok's accessibility and widespread adoption significantly enhance product visibility and consumer engagement, leading to increased sales. Furthermore, the convenience of shopping via this platform saves time and energy for consumers, highlighting a shift in purchasing patterns. The implications of these findings suggest that businesses can leverage TikTok to tap into a broader market, potentially reshaping traditional marketing strategies and consumer interaction in the digital age. Highlights: Online promotions via TikTok are gaining popularity due to widespread usage and accessibility. Shopping online saves time and energy by eliminating the need to visit physical stores. Utilizing platforms like TikTok for marketing offers a dynamic and engaging way to reach potential customers. Keywords: Online Shop, Utility, Dynamic System, Simulation

Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables

ABSTRACT In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo-luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism or price-related apprehensions. This research offers invaluable insights for marketing communicators, including a nuanced understanding of these dual motivations as essential to crafting resonant messages for smart wearables. This paper reveals the strategies practitioners should adopt to effectively communicate the value proposition of innovative neo-luxury wearables, ensuring that messaging appeals to the expressive and impressive desires of the modern consumer.

Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

Short video advertisements are a novel and influential medium for promoting furniture products, but their effects on consumers’ purchase intentions remain underexplored. This study applies the extended stimulus-organism-response (SOR) framework, a psychological theory that elucidates how stimuli (short video ads), organisms (consumers), and responses (purchase intentions) are interrelated. This study quantitatively examines these relationships using structural equation modeling (SEM). The results reveal that the Flow experience and Telepresence experience significantly affect purchase intentions, indicating that consumers who experience high levels of engagement and immersion while viewing short furniture-related video ads are more likely to exhibit buying behavior. This study also identifies three critical antecedents of the Telepresence experience: social influence, perceived entertainment value, and perceived interactivity. These factors may enhance the effectiveness of short-form video advertising by increasing consumer interaction and engagement. Moreover, convenience conditions, perceived entertainment value, and media richness significantly influence consumers’ flow experience. This suggests that these factors should be considered when designing short video advertisements to optimize consumers’ flow experience and thus increase purchase intentions. This study provides empirical evidence for the SOR framework, investigates the impact of short video advertisements on furniture consumers’ purchase intention, and offers practical implications and recommendations for marketing practitioners.

Model-Free Approximate Bayesian Learning for Large-Scale Conversion Funnel Optimization

The flexibility of choosing the ad action as a function of the consumer state is critical for modern-day marketing campaigns. We study the problem of identifying the optimal sequential personalized interventions that maximize the adoption probability for a new product. We model consumer behavior by a conversion funnel that captures the state of each consumer (e.g., interaction history with the firm) and allows the consumer behavior to vary as a function of both her state and firm’s sequential interventions. We show our model captures consumer behavior with very high accuracy (out-of-sample area under the curve of over 0.95) in a real-world email marketing dataset. However, it results in a very large-scale learning problem, where the firm must learn the state-specific effects of various interventions from consumer interactions. We propose a novel attribution-based decision-making algorithm for this problem that we call model-free approximate Bayesian learning. Our algorithm inherits the interpretability and scalability of Thompson sampling for bandits and maintains an approximate belief over the value of each state-specific intervention. The belief is updated as the algorithm interacts with the consumers. Despite being an approximation to the Bayes update, we prove the asymptotic optimality of our algorithm and analyze its convergence rate. We show that our algorithm significantly outperforms traditional approaches on extensive simulations calibrated to a real-world email marketing dataset.

Artificial intelligence in international business

AbstractArtificial intelligence is poised to transform international business through the adoption of new digital technology practices as part of the fourth industrial revolution. The how, when, and why of artificial intelligence implementation in international business is still somewhat unknown but will likely significantly influence performance outcomes, market interpretation, risk prediction, consumer interactions, and technology‐based metrics. With greater emphasis on artificial intelligence‐based tools, the future practice of international business will require digital literacy. This means business managers need to improve the way they analyze artificial intelligence in terms of appreciating its usefulness while maintaining privacy and mitigation strategies. In this editorial, we discuss the current developments regarding artificial intelligence in international business with the goal of identifying future research areas of importance.

The Role of Cyberpsychology in the Context of Digital Marketing

The widespread use of the internet and digital technology is revolutionizing consumer interactions with the business world. This necessitates marketers to grasp how psychological factors influence behavior in the virtual realm, a facet that can be explored through the field of cyberpsychology. Cyberpsychology offers insights into human interactions with the digital world, paving the way for personalized marketing content and a profound understanding of consumer preferences. This study aims to elucidate the role of cyberpsychology in the context of digital marketing, providing additional insights into efforts to optimize business strategies in the digital realm. The research employs a literature review method sourced from online platforms. The results indicate that a deep understanding of the relationship between cyberpsychology and digital marketing has unveiled the complexity of human interactions in the digital sphere, the dynamics of consumer behavior, and the pivotal role of color psychology and design in crafting successful digital marketing campaigns. The implications of these findings can offer valuable guidance for marketers to enhance consumer engagement, comprehend market preferences, and devise more effective marketing strategies amidst the evolving challenges of the digital era.