Consumer Information Research Articles

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Exploring the Impact of Consumer Information Search on Communication Product Choice in a Multi-channel Shopping Environment Using TAM Model

In the era of ubiquitous technology and information accessibility, multi-channel shopping has emerged as a prevalent consumer purchasing mode. This diversified shopping landscape presents consumers with an array of shopping channels and product options, profoundly influencing their shopping behaviors and decision-making processes, particularly in the realm of information search. This study delves into the impact of consumer information search behavior on communication product choice within a multi-channel shopping environment, employing the Technology Acceptance Model (TAM) as the theoretical framework. The findings unveil a significant correlation between consumers' acceptance of various shopping channels and their information search behavior, which in turn shapes their communication product choices. Notably, consumers' perceptions of ease of use, information richness, and transaction security associated with shopping channels influence their channel acceptance, subsequently impacting their communication product choice behavior. These insights hold valuable implications for companies in crafting more effective marketing strategies and promotional plans, while also contributing to academic discourse on consumer behavior and the application of the Technology Acceptance Model.

Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention

PurposeAmidst the growing emphasis on privacy protection, this study aims to investigate how online interaction introduced in Lead Generation Ads (LGAs) affects consumers' Self-Disclosure Intention (SDI), particularly in the context of the Chinese advertising market.Design/methodology/approachThis research employs two scenario-based online surveys to analyse in depth the impact of LGAs on consumers' SDI. The first study collects valid feedback from 220 consumers through an online questionnaire to assess the direct effect of perceived interactivity on SDI. The second study, using an experimental design with a sample of 265 participants, further explores the mediating roles of perceived control and perceived vulnerability in the relationship between perceived interactivity and SDI and examines the moderating effect of privacy invasion experience (PIE).FindingsThis study reveals the significant and positive influence of perceived interactivity on SDI, with perceived control acting as a mediator that enhances this effect. Conversely, perceived vulnerability weakens the positive impact of perceived interactivity on SDI. Additionally, we explore the moderating role of PIE and find that it significantly influences the relationship between perceived interactivity and SDI. These findings underscore the importance of considering consumer privacy sensitivity, particularly in the design of interactive marketing strategies and within highly interactive advertising environments.Research limitations/implicationsOur research uncovers consumer privacy attitudes and behaviours in the Chinese market, providing insights into its unique dynamics of privacy and information disclosure. However, the geographical and cultural specificity of our study may limit its generalizability. Future studies should expand into various cultural and market contexts, considering the impact of digital technologies on consumer interactions and information disclosure, thereby enhancing the depth and applicability of global marketing strategies.Practical implicationsAdvertising platforms should explore online interactive communication methods to enhance consumers' perceived interactions and alleviate privacy concerns. Also, platforms should be designed with system security in mind to prevent the leakage and misuse of consumer data, thus increasing consumers' SDI.Social implicationsThe study provides insights for marketers on designing more effective and privacy-sensitive online advertising strategies in the Chinese market. Understanding the factors influencing consumers’ willingness to share personal information can lead to more effective engagement in digital marketing campaigns.Originality/valueBy integrating interactivity theory with privacy computing theory, this research provides a new perspective on the role of online interaction in consumer privacy protection and information disclosure decisions. The findings not only enrich the theoretical frameworks of interactive marketing and privacy protection but also offer empirical support for marketing practitioners in regard to designing interactive advertising strategies, especially balancing consumer privacy protection with the enhancement of shopping intentions.

Integrating theory and practice: knowledge exchange and engagement of nursery managers in ecological restoration

Ecological restoration requires the social collaboration of all stakeholders. Native plant nursery managers potentially possess substantial knowledge in native plant cultivation derived from their practical experience, and they could also be consumers of information generated by scientists. Furthermore, their active involvement in various stages of restoration projects could enhance efficiency and ensure successful outcomes. In this study, nursery managers from Argentina associated with restoration projects were surveyed to assess their level of knowledge exchange with the scientific community, the degree of participation in restoration projects, and their perceptions regarding this collaboration. The surveys were completed by 39 nursery managers from native plant nurseries in Argentina. Our findings indicated that, although nursery managers often adopted scientific protocols, there remains a significant communication gap between scientists and nursery managers. Nursery managers contributed beyond seedling production, including planning, planting, maintenance, and environmental education. Despite recognizing its importance, few nursery managers participated in project evaluations. Nursery managers could serve as both providers of cultural and practical insights and receivers of novel knowledge from the academic‐scientific realm. Moreover, as the nursery managers are familiar with the local context and can potentially facilitate connections with other local stakeholders, their involvement as additional social actors not only enhances the success but also adds legitimacy to the restoration projects they engage in. Such collaboration is crucial for achieving the goals of both international and national restoration initiatives.

AMI water meters deliver end-use water and financial savings in leaky households: experimental evidence from California

Abstract Advanced metering infrastructure (AMI) for residential water consumption is exploding globally giving water utilities the ability to improve their water tracking, billing, and distribution systems’ leak detection. With AMI, utilities have also gained the opportunity to provide real-time high-resolution water consumption information to their customers to induce conservation. Using a randomized controlled trial we find that on average homes that install AMI and receive conservation based messaging significantly reduce water consumption by 5.24 gallons per household per day beyond savings already obtained from home water reports. Of the estimated water savings we attribute 92.8% to leak reduction. While the payback period from the deployment of AMI meters and treatment in all homes is over 41 years, homes that experience leaks realize financial savings of $60/year and a treatment payback period of four years. This is because treatment did not induce water or financial savings in homes without leaks. These findings indicate that even on top of existing conservation programs, AMI messaging that targets end-user leaks could result in significant water savings, economic benefits to end-users, and advance conservation goals.

Psychological Changes in Green Food Consumption in the Digital Context: Exploring the Role of Green Online Interactions from a Comprehensive Perspective.

The advent of the digital economy has brought new opportunities to food marketing. In China, many food businesses have begun to use interactions under specific social media topics to open up new sales channels. Green food, as a representative of environmentally related topics, is increasingly influencing consumer choices through online interactions. In light of this, this study collected data from a large group of participants engaged in online green interactions to explore the psychological mechanisms behind consumers' choices of green food in an online context. The findings indicate that online green interactions positively influence the willingness to purchase green food, with environmental self-efficacy and flow experience serving as mediators in this relationship. Information trust and consumer traits act as boundary conditions. This study not only deepens the understanding of food consumer behavior in the digital context, but also provides important references for food companies on how to more effectively utilize online interaction to promote the market expansion of green food.

Do consumers prefer to buy dietary supplements online? Modeling sales prediction leveraging word of mouth

Purpose In online purchase for dietary supplements, due to the lack of professional advice from pharmacists, electronic word-of-mouth (eWOM) has become an important source of information for consumers to make purchase decisions. How can firms use eWOM resources to increase sales? The purpose of this paper is to provide practical methods for firms by exploring the effects of eWOM on sales and developing a sales prediction model based on eWOM. Design/methodology/approach The data came from 120 dietary supplements on Tmall.com. The authors extracted the product sales as dependent variable and 11 eWOM factors as independent variables. The multicollinearity was tested by using variance inflation factor and least absolute shrinkage and selection operator. The multiple linear regression was used to investigate the effects of eWOM on sales. Drawing on white- and black-box approaches, six models were developed. Comparing the root mean square error, the authors selected the optimal one as their target sales prediction model. Findings Product ratings, total reviews and favorites are positively and strongly associated with sales. Questions and additional reviews have negative effects on sales. The random forest model has the best prediction performance. Originality/value The research focuses on eWOM of dietary supplement. First, the authors show that easily accessible eWOM from online platforms can be used to evaluate effects and predict sales. Second, the authors introduce white- and black-box models through machine learning to assess eWOM. Firms could use the described models to foster their marketing initiatives.

AWARENESS OF USAGE THE ARTIFICIAL SWEETENERS IN FOOD BY DIFFERENT POPULATION IN NORTH MACEDONIA

The artificial sweeteners (AS) are popular low-calorie substances used as sugar substitutes, providing strong sweetening effects without adding sugar and energy to the diet. The most popular AS are aspartame, saccharin, and acesulfame K. The aim of this study is to investigate the awareness and knowledge on the usage and health effects of the artificial sweeteners in food products in North Macedonia. Therefore, an online survey was conducted, distributed through Forms media platform on different age population, completed by 392 participants aged 12 years and above, where 69 % were at the age of 30 - 64 old. According to the obtained results, 6 % of respondents do not know what AS are, while 23 % are partially familiar with them. Moreover, 19 % of the respondents do not know how to recognize the additives on the product declarations at all. On the question if the respondents could list which artificial sweeteners they know, 43 % did not know how to answer, and 28 % gave a partially correct or incorrect answer. Also, 35 % of respondents answered that they use artificial sweeteners in order to reduce the calorie intake. Regarding the risk of consuming large amounts of AS in the diet, 15 % of respondents are not aware, and 36 % are partially aware. The results suggest that it is necessary to develop effective strategies for greater education, information and awareness of consumers, about the usage of AS in their diet, as well as about the advantages and risks of their intake.

Guiding trust: The role of labeling information in the market for gluten-free pasta (2019–2023)

Labeling transparency is crucial in today's consumer landscape, ensuring informed choices and trust. Food labels are the first piece of information consumers have and become critical when foods must meet dietary restrictions. With its widespread consumption, gluten-free pasta is a fitting model to evaluate labels’ contribution to food literacy. The scope of this study is to examine the clean status and transparency of gluten-free pasta labels in the global marketplace analyzing by ingredient composition, nutritional facts, nutritional claims, and the implementation of quantitative ingredient declarations (QUID). To achieve this, Mintel Global New Product Database (GNPD) was used to retrieve a total of 1188 products sold from 2019 to 2023. Findings revealed variations in gluten-free pasta ingredients, with fresh and dry types varying in nutrients. Branded and private-label pasta differed in salt content, while pulses-based pasta was fiber and protein-rich but pricier. Organic pasta did not consistently show superior qualities, and whole grains did not change nutrition or price. Vegan options were similar in nutrition and price to vegetarian choices. While nutritional claims generally complied with regulations, inconsistent use of QUID highlighted the need for stricter labeling standards to ensure product transparency and support consumer decision-making. Our findings underline the critical role of clear and accurate labeling in empowering consumers and advocating for enhanced regulatory oversight.

Fuzzy-Logic-Based Cascaded Decentralized Control and Power Quantification of Residential Buildings for Effective Energy Load Management

In large buildings, effective load shedding and shifting and providing the maximum power through solar renewable sources remain challenges because of users’ unpredictable load consumption. Conventionally, load shifting, load shedding, and load covering are majorly dependent on user inputs. The lack of user interest in participating in demand responses for effective load shifting and covering remains a problem. Effective load covering through renewables and user-friendly load shedding and shifting with maximized user participation are challenging and demand high-resolution user load consumption information, which are not possible without sophisticated communication and digital twins. In this research work, a novel fuzzy-logic-based cascaded decentralized load-controlling mechanism has been developed that manages the residential building load through load-shifting, load-covering, and load-shedding schemes without any communication protocols and digitization between residential units. The decentralized controller aims to effectively utilize the centralized resources of power generation with the effective automated participation of users. The quantification of the load shifting, covering, and shedding performed during peak hours was well covered under the load-covering scheme, and the results showed that flexibility capacities of 1617 kW were achieved for load covering, 294 kW for load shedding, and 166.34 kW through shifting. A total load of 60 kW, which was reduced during shedding and shifting, was well covered during load covering through renewables.

Social Learning and Content Quality Under Polarization

Problem definition: This paper studies how polarization influences content consumption and production on digital platforms that monetize consumer engagement. Specifically, we consider a content that advocates a particular position on a divisive issue. Consumers with polarized preferences toward the content’s position are sequentially exposed to the content. Initially, consumers are uncertain about the content quality, but they have the opportunity to learn about it using aggregate consumption metrics and other informative signals provided by the platform. Methodology/results: Using a stylized model, we find that under polarization, social learning based on consumption metrics can mislead consumers to perceive low-quality content as higher quality, even in the long run. Consequently, content providers may decrease their effort to improve content quality. These effects are amplified for more polarizing issues, especially when the content’s position is “mainstream” (i.e., aligned with the majority of the population). Our results thus provide a potential explanation for the proliferation of low-quality, polarizing content on platforms. Managerial implications: We offer normative guidance for content platforms seeking to enhance content quality, including offering consumers information to aid the social learning mechanism and appropriately selecting audience to mitigate the echo-chamber effect. Additionally, we propose payment schemes based on content popularity as an effective means to encourage content providers to improve quality. Funding: This work was supported by the Hong Kong Research Grants Council [General Research Fund 16502920]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0533 .

EXPRESS: The Female Consumer Response Implications of Male Dominance in a Product’s Online Community

Does male dominance of a product’s online community deter female community voices? Does it affect product ratings and the nature of content produced too? How might female consumers’ brand attitudes and intentions be affected ultimately? Utilizing a large panel dataset of online customer reviews in the beer industry and three experimental studies, these questions are empirically investigated. This product category is highly male dominant, on average, but there is significant variation across products to enable degrees of male dominance to be empirically examined. Other theoretical accounts of simple majority, tie-strength, homophily, and cultural masculinity are empirically considered as well. The findings serve to complement prior work on online word of mouth (OWOM), demonstrating that male dominance of an online community can deter contributions from female reviewers and generate lower rating departure from community average sentiment by female reviewers. The type of content that is generated by female reviewers is also affected, with a reduction in the evocation of femininity themes and an increase in the evocation of masculinity themes. Downstream brand attitudes and trial intentions are also impacted. A resulting implication of high product community male dominance is the availability of less information for consumers when evaluating products.

Beef brands: Strategic resources for the advancement of competitiveness

The objective of this work was to analyze the characteristics of the beef brands available in Brazil through graphic identity from two perspectives: the descriptive evaluation of labels and the analysis of their respective websites. This study investigated 154 brands available for sale in supermarkets and specialized websites. The frequency analysis was based on a specific cut of the material with the aid of MAXQDA12® and SPSS, 20® software. It was found that the nonverbal language used in the products mainly employs features such as: multicolored labels, innovative or intermediate design and symbols used illustratively to approach customers intuitively. Verbal language stands out for its categorization, indication of preparation, animal characterization (age and race), certification and sensorial aspects appear as a trend of the current application. Descriptions of the production system, animal welfare, environmental and social responsibility are poorly associated with beef brands in Brazil. Based on this analysis, analytical frameworks were developed, which can be used as a support tool for managing new brands or elaborating improvements in the pre-existing ones. In addition, it can provide managers and researchers with information that characterizes and describes brands and ultimately complements them with relevant consumer information through the disclosure sites in a clear and accurate way.

INFORMATION TECHNOLOGY AND PRODUCT DESIGN ON CONSUMER INTEREST IN PECI RENCONG ACEH PRODUCTS IN JUANG BIREUEN CITY

Information technology and product design significantly impact consumer buying interest in Peci Rencong Aceh products in Juang Bireuen City. Information technology refers to the use of hardware and software to perform various data processing tasks, including capturing, transmitting, storing, retrieving, manipulating, and displaying information. Product design, on the other hand, is a key element that attracts consumers to products. This study aims to determine the influence of online promotion and customer satisfaction on purchase decisions. The sample size for this study was 100 participants, with data collected through questionnaires and analysed using multiple linear regression. The study found that a 1 percent increase in the information technology variable (X1) led to a 0.876 percent increase in consumer interest, assuming the product design (X2) remained constant. Conversely, a 1 percent increase in product design (X2) resulted in a 0.542 percent increase in consumer interest, assuming the information technology variable (X1) was constant. The correlation coefficient (R) of 81.8% indicates a strong relationship between information technology (X1), product design (X2), and consumer interest (Y). The influence of product design on consumer interest was found to be significant at 65.7% (p = 0.000). The T-test results showed that the T-count value exceeded the T-table value. Additionally, the F-test revealed an F-count of 86.612, compared to an F-table value of 2.31 at a 5% confidence level, leading to the acceptance of the Ha hypothesis and the rejection of the Ho hypothesis. The research concluded that both information technology and product design significantly influence consumer interest. Keywords: Information Technology, Product Design, Consumer Interest.

Investigating the relationship between stereotyping and creativity during marketing campaigns in marketeers and audiences

Stereotyping others in a creative process may negatively affect creative output, yet there is currently scant empirical evidence of a link between stereotyping and creativity; here, we explore this link in marketing communications. In a quasi-experiment, we introduced a novel intervention to disrupt marketeers’ dependency on stereotypes and boost their creativity. The intervention decreased marketeers’ use of stereotypes when selecting consumer labels—descriptive labels of a typical consumer based on consumer information—while enhancing the creativity of ideas. In another set of online experiments, we asked British residents to rate the creativity of advertisements and purchase intentions toward advertising products with different levels of stereotypical depictions of people. We found a linear relationship between the stereotypical depictions of people in advertisements and perceived creativity. We also observed a potential U-shaped relationship between stereotypical representations of people in advertisements and purchase intention, such that advertisements with low and high stereotypical representations induced greater purchase intention than did those with medium stereotypical representations. Finally, we discuss the psychological mechanisms that potentially link stereotyping and creativity and the implications for marketing communications.

Spillover effects of an information intervention on food handling behavior and the stimulus of survey in rural China

A substantial proportion of foodborne illnesses arise at home as a result of poor food handling practices. Consumer information intervention has usually been conducted to prevent such illness; however, few studies have examined the spillover effect of these interventions. This study aimed to identify whether an information intervention focused on one target food handling behavior has spillover effects on other aspects of food handling behaviors (nontargeting behaviors) through a randomized controlled trial (RCT) conducted in rural China. The results estimated by the difference-in-difference model reveal that information intervention has a significant impact on both target and nontarget food handling behaviors. The existence of positive spillover effects is mainly due to the release of limited attention resources from information interventions and the motivation of consumers to maintain other aspects of behaviors as regulated as the target behaviors. In addition, the results also show that being surveyed spurs a stimulus to subsequent behavior. The survey effect is taken into account when calculating the spillover effects in this paper, so a more accurate estimate is obtained. These findings can motivate governments to conduct more consumer education campaigns, especially in emerging countries, and can also contribute to experimental design, data collection methods and cost‒benefit analyses of interventions, thereby helping researchers avoid biased parameter estimation.

Reflections on Art in the Age of Mechanical Reproduction: Warhol and Baudrillard in Dialogue

At the beginning of the 20th century, the Industrial Revolution promoted the invention and application of modern mechanical products. The rapid development of productivity led to a speedy improvement in the material standard of living and a surplus of material goods, but the problem of "depersonalisation" arose as individuals gradually lost their sense of satisfaction and individuality in the same mechanised work. The Pop artist Andy Warhol reflected on this era of mechanisation through the reproduction and imitation of forms, initiating his discourse and reflection on the industrial age. A century later, French philosopher Jean Baudrillard put forward the concept of "Simulacra", pointing out that in the information technology and consumer society, the media, such as television, advertisements and the Internet, create a large number of virtual images and information, blurring the boundaries between the reality and the fiction, so that people gradually lose their sense of authenticity and personality in the "Simulacra". This paper will analyse the roots of Warhol's ideological evolution from the individual to the times through the understanding of Warhol's self-description as well as the social activities and values of the time, and use Baudrillard's "Simulacra" and "Surrealism" to explain why Pop Art has transgenerational significance and the exploration of public values it opens up.

Consumer Data Protection In Electronic Transaction Practices In E-Commerce

Online transactions provide huge benefits for buyers and sellers. For buyers, the convenience of shopping without having to go to a physical store is the main benefit. They can compare prices and products from various sellers, saving time and transportation costs. For sellers, online transactions open up wider market opportunities, increase product exposure, and increase sales and distribution efficiency. However, the risk of personal data leakage always lurks in online transactions. This issue is serious and can compromise consumers' privacy and information security. Data leaks can occur when personal information such as names, addresses, telephone numbers, emails, credit card details and other personal data falls into unauthorized hands. The research aims to explore the protection of consumers' personal data and examine the responsibility of marketplaces in dealing with data leaks. The author uses a normative juridical approach, which includes primary and secondary legal analysis, as well as descriptive analysis to summarize applicable regulations and legal theory related to practice. The results show that Indonesia has Law Number 27 of 2022 concerning Protection of Consumer Personal Data to protect personal data. Marketplaces that violate these rules may be subject to administrative sanctions in accordance with applicable regulations, while consumers have the right to file a lawsuit for marketplace negligence in accordance with Article 1366 of the Civil Code.

Enhancing broiler product consumption: the influence of consumer perceptions and information delivery—evidence from five Chinese provinces

Enhancing broiler product consumption: the influence of consumer perceptions and information delivery—evidence from five Chinese provinces

Impact of reliable news information on consumers' perceptions and information seeking intentions from a food safety risk

PurposeThis study aimed to investigate whether information from reliable news sources such as medical experts and government officials, along with governmental and individual risk responses, influences consumers’ perceptions of news and intention to seek more information. Additionally, it aimed to explore the relationships between these perceptions and consumers’ intentions to seek information in a food safety risk event.Design/methodology/approachA survey design methodology was employed. A quasi-experimental approach divided 470 Taiwanese participants into three groups, each exposed to varying online news content about food safety news, designed according to the Internalization-Distribution-Explanation-Action (IDEA) model. This involved different combinations of reliable sources and risk response advice to examine the impact on news comprehension and behaviour intentions.FindingsThe results indicated that consumers perceived the news as highly credible when they read it with reliable news sources or risk response advice. Governmental and individual risk response advice significantly impacted consumers’ understanding of news. In addition, perceptions of news credibility and understanding of news can increase individuals’ information-seeking intentions to protect themselves from food safety risks.Originality/valueThis study introduced novel insights into the application of the source credibility theory (SCT) model within Taiwanese food safety incidents, identifying key factors that motivate consumer information-seeking behaviour. It marks an initial attempt to incorporate the IDEA model-based risk communication content into research design, aligning with existing literature while highlighting the critical role of reliable sources in enhancing news credibility and consumer response.