We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.     

The antecedents of digital collaboration through an enhanced digital platform for destination management: A micro-DMO perspective

While the tourism sector shifts towards digital transformation, Destination Management Organisations (DMOs) often struggle to adapt to their changing technological environment. This study explores the antecedents of digital collaboration and develops a framework for micro-DMOs to enhance effective destination management through digital technologies. An integrated sequential qualitative approach was adopted by conducting multi-phase interviews, in addition to designing and trialling a real-world trial digital platform. The research provides empirical evidence that digital collaboration is essential for micro-DMOs, necessitating them to transform their current “websites” into digital platforms which act as a hub for business stakeholders to actively be involved in. Antecedents of successful digital collaboration include mutuality, trust, control, and leadership which may be manifested differently from non-digital collaboration. Additionally, the study identifies three aspects for digital collaboration; marketing, networking and knowledge sharing that demands specific attention. Our results have theoretical, methodological, and practical implications for academia, industry and policymakers.     

Assessing customer passion,commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety

Consumers develop a passion for the use of innovations, which is a critical determinant of their success. Research has largely examined drivers of initial acceptance of digital assistants (DAs) and has yet to fully understand the factors driving or deterring consumers’ passion towards DAs and the behavioural outcomes. Drawing on the stimulus-organism-response framework, this study examines a unique set of factors (usefulness, ease of use, privacy concern, and localisation) that act as stimuli to drive an organismic state of passion for DAs, and how this produces behavioural responses of word-of-mouth (WOM) intention and commitment to DA use. The study also examines how technology anxiety moderates passion’s impact on WOM intentions and commitment. The findings show that usefulness, ease of use, privacy concern, and localisation are significant explanatory variables of consumers’ passion towards DAs. Furthermore, passion towards DAs results in WOM intentions and commitment to its use. The findings further show that passion’s effect on DAs in explaining WOM intentions and commitment is weakened by technology anxiety. Lastly, passion is the mediating mechanism through which usefulness, ease of use, privacy concern, and localisation impact WOM intentions and commitment. The implications of these findings for theory and practice are highlighted.     

Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior

This paper explores the determinants of the individual's decision to perform cross-border e-commerce (CBeC). The European Union (EU) is especially interested in the promotion of CBeC because it is an important tool in its strategy to achieve the Digital Single Market in Europe. In this paper official data is used from a representative survey of 16,209 individuals on ICT usage by households and individuals that was carried out in Spain by the National Institute of Statistics (INE) for the year 2016. Using a standard neoclassical utility maximization framework, and logistic regression techniques, the results show that being a male is positively related to the probability of practicing CBeC. Education is positively and significantly related to the probability of being involved in CBeC with EU countries. Computer and Internet Skills are significant and positive factors in explaining CBeC (either with EU countries or with the rest of the world). The variable “how often the consumer sees other customer reviews before buying online”, has a positive effect. Foreign nationality also increases the likelihood of using CBeC. To promote CBeC in Spain measures towards developing digital skills, Internet trust and use of online information reviews of goods and services are discussed.     

Does computer penetration increase farmers’ income? An empirical study from China

The diffusion and adoption of modern information technology provide new chance for China to close urban-rural income gap. This paper uses China's provincial panel data from 2002 to 2013 to investigate the effect of computer penetration on rural residents' income. A public program aiming to connect every village with broadband Internet and other rural facilities provides plausibly exogenous variation in rural residents' availability and adoption of the broadband Internet, which is used to explore the instrument variable for rural computer penetration. The results show that rural computer penetration tends to increase rural residents' income over time, but the average effect remains limited. The dynamic panel threshold effects model, which allows for both the threshold variable and other covariates to be endogenous, is further used to explore the constraints of the income-increase effect of rural computer penetration. It shows that the effect is at least doubled over the average effect estimated from instrument variables method, once the digital divide causes are removed. Our findings have important implications for the government to increase rural residents' income and reduce urban-rural income gap by encouraging rural computer usage and removing the digital divide.     

货币传导异质性与实体经济流动性配置的“马太效应”

货币政策支持实体经济高质量发展的关键在于疏通货币政策传导机制,引导流动性进入重点领域和薄弱环节,因此货币资金的配置效率至关重要。本文基于交互效应面板分位数回归,测度货币政策对实体企业流动性的异质性效应。研究发现:在样本期内,实体经济流动性配置陷入了资金越充裕的企业越易于获得融资,越易于获得融资的企业资金越充裕的窘境。这种流动性配置的“马太效应”具体表现为,货币政策对尾部企业的支持力度不及头部企业的一半;虚拟经济对尾部企业的“分流效应”高达头部企业的3倍,从而强化了流动性配置的失衡。因此,当前密集出台的一系列普惠政策有助于提升流动性配置效率,进一步完善调控模式的关键在于健全现代化金融体系,增强货币政策的靶向性和针对性。     

新时代中国区域高质量发展的动力转变方向及形成路径研究

高质量发展已经成为中国经济发展的根本导向。作为经济体系的重要组成部分之一,区域经济的高质量发展要求增强发展动力的均衡性、精准性、融合性、复制性和专业性。其中,由外需动力为主转向内外需动力并重、由所有区域的齐头并进到不同区域的各展所长、由地方竞争的发展速度到区域协调的规模经济、由个体区域的率先发展到个体区域的综合示范、由综合性区域战略到专业性区域政策是动力转型的主要方向,培育具有世界级竞争力的产业集群、细化主体功能区规划、构建共享型的区域利益关系、构建可复制的区域发展路径、完善区域管理制度是实现上述转型的支撑路径。     

From disruptively digital to proudly analog: A holistic typology of digital transformation strategies

Recently booming academic interest in digital transformation aims to provide continuous support to managers in dealing with this important issue. However, as with all new fields, the scholarly literature is characterized by increased variability and diversity of topics covered, constructs used, and the relationships between them, resulting in an unclear and blurry understanding of the whole of digital transformation. Our article closes this gap by identifying distinctive digital transformation strategies in terms of two critical dimensions: usage of digital technologies and readiness of a business model for digital operation. The result is a typology of four generic digital transformation strategies that essentially differ in the primary motivation and target of transformation, leadership style, importance of skills like creativity and entrepreneurial spirit among employees, risks and challenges faced in the process, consequences of potential failure, and available tactics for improvement. By providing heuristics and a systematic basis for comparison of different strategies, it is our belief that the proposed framework will be useful to researchers and managers responsible for and interested in digital transformation.     

From the blogosphere into the parliament: The role of digital technologies in organizing social movements

In this paper, we present a process model exploring the roles played by digital technologies (DTs) in the organization of collective action (CA) of social movements (SMs) at different points in their lifecycles. The process model, which is based on an exploratory case study of the Italian Five Star Movement, relates the environmental conditions to the working logic, structure and use of DTs at three different stages of the SMs. We explain how these choices are adopted at each stage to address internal and environmental challenges and how they create further challenges to be addressed to pass to the next stage. We further explore the dynamics between the logic of connective and collective action and reflect on the growing need for structures and control. By so doing, our work addresses the need for a better understanding of the coevolution between DTs and organizational structures and of the ways in which DTs are used to mobilize people to sustain CA along the SM lifecycle.