Journal of Product & Brand Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Дек. 16, 2024
Purpose
Drawing
from
social
contagion
theory,
this
study
aims
to
clarify
whether
consumers
become
motivated
help
a
brand
and
its
community
when
observing
other
members
contributing
society.
The
authors
also
analyzed
the
boundary
conditions
mechanisms
of
process.
Design/methodology/approach
A
mixed-method
approach
was
used
test
hypotheses.
Study
1
collected
survey
data
Chinese
automobile
communities,
which
were
by
using
partial
least
squares
structural
equation
modeling.
2
conducted
an
experiment
with
fictional
smartphone
community.
Findings
Results
showed
that
responsibility
influenced
citizenship
behavior
but
did
not
directly
influence
behavior.
Collective
self-esteem
respectively
mediated
relationships
between
both
Additionally,
sequential
mediation
mechanism
identified,
where
collective
functioned
as
first
second
mediators.
Furthermore,
membership
duration
positively
moderated
relationship
effects.
Practical
implications
Brand
managers
should
conduct
various
activities
elicit
behaviors
cultivating
ethical
awareness.
These
be
tailored
duration.
Originality/value
To
best
authors’
knowledge,
is
explore
how
cultivates
It
based
on
theory
demonstrate
mechanism.
Psychology and Marketing,
Год журнала:
2024,
Номер
41(8), С. 1769 - 1791
Опубликована: Май 8, 2024
Abstract
The
study
explores
the
reasons
that
drive
and
hinder
consumers'
willingness
to
migrate
metaverse.
To
determine
them,
a
mixed‐methods
approach
is
used:
phase
1
(qualitative)
involves
conceptual
development
of
model
based
on
in‐depth
consumer
interviews,
in
2,
empirically
tested
via
structural
equation
modeling.
Results
show
social
presence
crucial
enabler,
while
realistic
symbolic
threats
are
significant
inhibitors
migrate.
Preusage
cognitive
dissonance
significantly
mediates
relationships
between
escapism,
pressure,
threat,
Specifically,
mediating
influence
empowerment
higher
for
individuals
with
low
metaverse
anxiety.
artificial
neural
network
technique
indicate
most
antecedent
migrate,
results
fuzzy‐set
qualitative
comparative
analysis
highlight
six
distinct
configurations
high
This
enriches
behavioral
reasoning
theory
by
examining
interplay
influencing
Further,
it
contributes
intergroup
threat
investigating
potential
link
threats.
Journal of Consumer Behaviour,
Год журнала:
2023,
Номер
23(2), С. 357 - 371
Опубликована: Июнь 22, 2023
Abstract
This
study
investigates
consumers'
adoption
intention
toward
the
virtual
clinic.
The
theory
of
planned
behavior
and
status‐quo‐bias
are
used
as
underpinning
theories
to
investigate
effects
enablers
inhibitors,
respectively.
Further,
mediating
role
perceived
values
on
relationship
between
enablers,
is
also
investigated.
how
effect
varies
at
different
levels
information
privacy
concerns.
results
this
reveal
that
attitude,
subjective
norm,
regret
avoidance,
inertia,
switching
costs
significantly
influence
clinics.
study's
findings
will
enrich
technology
online
health
literature,
especially
emerging
literature
related
helps
healthcare
service
providers
understand
Online Information Review,
Год журнала:
2025,
Номер
unknown
Опубликована: Апрель 8, 2025
Purpose
The
research
investigates
the
influence
of
immersive
experiences
(sensory,
feel,
think
and
behavioural)
on
user
engagement
in
metaverse.
It
also
examines
intimacy,
passion
commitment.
Lastly,
study
investigated
moderating
impact
technology
anxiety.
Design/methodology/approach
Using
Prolific
online
platform,
we
gathered
survey
responses
from
318
individuals
employed
structural
equation
modeling
techniques
to
test
our
hypotheses.
Findings
result
this
indicates
that
sensory
experience,
feel
experience
behavioural
are
significantly
associated
with
towards
metaverse
platforms.
Further,
influences
Finally,
anxiety
moderates
association
between
Originality/value
This
advances
understanding
how
engagement,
shape
interactions
within
ecosystem.
enriches
triangulation
theory
love
literature.
Peer
review
peer
history
for
article
is
available
at:
https://publons.com/publon/10.1108/OIR-08-2023-0427
.
