Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 2, 2025
Purpose
Based
on
signaling
theory,
this
study
aims
to
examine
the
impact
of
three
influencer-related
attributes
(i.e.
credibility,
homophily
and
popularity)
consumers’
emotional
responses
pride
hope)
their
intention
buy
second-hand
luxury
(SHL)
goods.
Design/methodology/approach
With
data
obtained
from
409
young
YouTube
users
in
Taiwan,
proposed
hypotheses
were
examined
using
partial
least
squares-structural
equation
modeling
(PLS-SEM)
fuzzy-set
qualitative
comparative
analysis
(fsQCA).
Findings
The
PLS-SEM
results
showed
that
significantly
trigger
consumer
hope,
which
turn
stimulate
purchase
toward
SHL
products.
fsQCA
supplemented
findings,
indicating
four
configurations
boosting
intention.
Originality/value
Although
scholars
are
increasingly
interested
goods
due
eco-friendly
appeal,
there
remains
an
untapped
opportunity
harness
potential
social
media
influencers
driving
purchases
within
realm.
findings
enrich
literature
influencer
marketing
offer
practical
implications
for
brands
advertisers
creating
impactful
strategies
influence
behavior
foster
a
culture
sustainable
consumption.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
79, С. 103831 - 103831
Опубликована: Март 26, 2024
The
surge
in
social
media's
popularity
has
catalyzed
the
emergence
and
growth
of
media
influencers
(SMIs)
their
pivotal
role
marketing
strategy.
This
study
examines
impact
SMI
over-endorsement
on
consumer
purchase
intentions,
mediating
this
relationship
through
influencer
authenticity
credibility,
moderating
it
with
product
interest.
Employing
a
moderated-mediation
model
using
partial
least
squares
structural
equation
modeling
(PLS-SEM),
analyzes
survey
data
collected
from
303
users.
Contrary
to
intuitive
expectations,
does
not
directly
affect
intentions;
instead,
its
negative
influence
is
significantly
mediated
by
reduced
perceptions
credibility
among
SMIs,
interest
serving
as
mitigating
mechanism.
revelation
challenges
conventional
beliefs
revealing
that
repercussions
excessive
endorsements
are
erosion,
overshadowing
any
concerns
regarding
authenticity.
Importantly,
adverse
effect
can
be
mitigated
fostering
strategic
buffer.
suggests
rather
than
curtailing
endorsement
frequencies,
brands
SMIs
should
focus
amplifying
(e.g.,
enhancing
engagement
relevance)
thus
sustain
or
even
increase
activities
without
compromising
perceived
influencers,
thereby
maintaining
effectiveness
campaigns.
therefore
contributes
novel
insights
into
dynamics
marketing,
particularly
effects
behavior
conditions
under
which
these
may
neutralized.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
81, С. 104015 - 104015
Опубликована: Авг. 2, 2024
Consumer
purchase
intention
in
cross-border
e-commerce
(CBEC)
has
received
significant
attention
international
marketing.
However,
little
research
investigated
consumer
toward
smaller
resource-constrained
retailers
who
develop
country-specific
websites,
also
labeled
as
partial
online
internationalization
(POI)
CBEC.
The
Technology
Acceptance
Model
(TAM)
and
the
Commitment-Trust
Theory
(CTT)
are
most
influential
theories
explaining
intention,
yet
few
studies
have
integrated
them.
Therefore,
purpose
of
this
study
is
to
integrate
TAM
CTT
shed
light
on
POI-retailers
Based
364
respondents
visiting
a
real-life
POI-retailer's
website
answering
questionnaire,
findings
reveal
that
perceived
usefulness,
ease
use,
trust
do
not
significantly
impact
intention.
Instead,
usefulness
use
need
be
mediated
by
both
commitment,
while
needs
commitment
affect
This
suggests
path
differs
from
previous
based
CTT.
International Journal of Academic Research in Business and Social Sciences,
Год журнала:
2025,
Номер
15(1)
Опубликована: Янв. 12, 2025
S-O-R
Theory
is
widely
used
in
consumer
behaviour
studies.
Comprehensive
and
holistic
reviews
of
the
theory's
evolution
remain
limited,
highlighting
a
significant
gap
research.
This
study
addresses
that
through
bibliometric
analysis,
focusing
on
papers
indexed
Scopus.
The
selection
criteria
are
limited
to
English
management
field
open-access
publications.
findings
reveal
commonly
applied
research
areas
such
as
digital
platforms,
tourism
destinations,
live
streaming,
festivals
or
events,
cultural
tourism.
Furthermore,
variable
purchase
intention
dominates
studies
employing
SOR
framework.
As
result,
variables
social
presence,
interactivity,
sentiment
analysis
suggested
potential
stimulus
for
future
