Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?

The prevalence of online health communities (OHCs) motivates health product companies to manipulate persuasion-based marketing strategies, including fear appeals and coping appeals, to promote health products. However, whether such a practice is effective remains unclear. Respondents may either impulsively purchase the recommended health products or simply distance themselves psychologically from the information. Building on protection motivation theory (PMT), this study uncovers the mechanisms behind these two coping responses to persuasive messages, namely, the impulsive purchasing and psychological distancing of OHC users. Correspondingly, we evaluated 366 valid questionnaires, and the results reveal that (1) when encountering fear appeals, perceived health threat can evoke cyberchondria, leading to psychological distancing; and (2) when encountering coping appeals, perceived response efficacy leads to product affection, fostering impulsive purchasing. This study provides new insights into the effects of persuasive messages for health product promotion in social commerce. Marketers should design appropriate persuasive messages to foster impulsive purchasing by generating individuals’ product affection and avoiding cyberchondria.     

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.     

Effects of price sorting display on extreme option choice aversion: The role of ease of comparison in multiple option displays

Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.     

Post-script—Retail forecasting: Research and practice

This note updates the 2019 review article “Retail forecasting: Research and practice” in the context of the COVID-19 pandemic and the substantial new research on machine-learning algorithms, when applied to retail. It offers new conclusions and challenges for both research and practice in retail demand forecasting.     

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.     

Instructional Manipulation Checks: A longitudinal analysis with implications for MTurk

Instructional Manipulation Checks (IMCs) assess respondent behavior by, for example, asking participants not to answer a trick question. We find IMCs can be used to detect problematic response behavior in longitudinal surveys. This is important because a Latent Class Analysis based on IMC-failure in the two reported studies reveals that between 9% and 12% of respondents can be labelled Inattentive Stayers at the first survey-wave and between 13% and 17% at the third wave. The tendency of Inattentive Stayers to remain in the panel is particularly relevant for online panel services such as MTurk, with workers participating in many surveys over longer time-periods. We find IMC-failure to be mitigated by a warning to respondents that their attention will be checked early in the survey, but not by repeated exposure to IMCs, or a timer leaving questions on the screen longer. Respondent personality also plays a role in IMC-failure, which implies persistency of undesirable respondent behavior.     

MOOCs in tourism and hospitality: a review

ABSTRACT

Massive Open Online Courses (MOOCs) have grown significantly and globally in less than ten years. However, practices and research in tourism and hospitality MOOCs remain nascent. This study proposes the MOOC Components Framework with six groups of course components: scaffolding, lectures, networking, collaboration, assessment, and affirmation. Drawing on this framework and a case study method, the study analyses 18 tourism and hospitality MOOCs from higher education institutions. The results highlight that: tourism and hospitality MOOC offerings lack diversity; the forum is the preferred communication tool; social media are comparatively underused; the discontinuity of MOOC instructors needs attention; and finally, littless multilingual support is available.     

The signaling effects of education in the online lending market: Evidence from China

In this study, we use data from an online lending platform named Xinxindai in China to empirically study the signaling effects of education for the default risk of borrowers. Three dependent variables are created, namely, the probability of default, overdue payments and overdue amount, and probit models, count models and Tobit models are employed correspondingly. The number of universities in the “211 Project” of China at the city level is employed as the instrumental variable. The empirical evidence shows that education generally plays a strong signaling role in the identification of borrowers’ default risk in China. The negative marginal effect of education declines as borrowing times increase and as the marketization of regions deepens. This study helps to fill an important gap in the existing literature. Platforms and lenders can use educational level for reference in identifying the default risk of borrowers.     

Employing structural topic modelling to explore perceived service quality attributes in Airbnb accommodation

This study employs the structural topic model to extract service quality attributes from 242,020 Airbnb reviews in Malaysia. 22 service related topics were extracted from the corpus and four topics have not appeared in previous Airbnb studies. A widely used modified SERVQUAL questionnaire (MSQ) is cross-validated in this study by comparing its service quality attributes with the results of the topic modelling, which indicates that this MSQ can cover general Airbnb service quality attributes. This study also examines the different preferences of Malaysian and international Airbnb users and the changing patterns of the top six service quality attributes during a five-year period. The findings reveal that Malaysian Airbnb users care more about the appearance and location of the property, and international Airbnb users pay more attention to whether the property can accommodate a group of people. In addition, communication with the host is found to play an increasingly important role in Airbnb users’ lodging experiences.     

The influencing factors of satisfaction and lending intention in online lending investment: an empirical study based on the Chinese market

This paper develops a platform‐based influencing factors model which considers value perception, risk prevention measure, non‐default experience, trust and incentive gap, to better examine the impact of platforms on investors’ satisfaction and lending intention based on the Chinese market. The results reveal that the first four factors positively influence the satisfaction of the investors, while the incentive gap has a negative impact, and there is a positive association between investors’ satisfaction and lending intention. Some specific features of China’s online lending market are identified, which provides valuable insights for online lending platforms and the government.