“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Social media are now essential platforms for marketing communications, and the volume of consumer-brand interactions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate how adopting an informal (vs. formal) communication style affects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending on whether consumers are familiar with the brand or not. We further show that these effects occur because consumers expect brands to behave according to social norms, such that the use of an informal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.     

Socially responsible consumption in Russia: Testing the theory of planned behavior and the moderating role of trust

This paper adopts a multilevel approach to explore how socially responsible consumer behavior (SRCB) is shaped by a combination of micro‐level psychological drivers and specifics of the institutional context in which the behavior is performed. The model first applies the theory of planned behavior (TPB) to test the effects of TPB‐based behavioral predictors on the SRCB. Broad‐scope trust in business (BST) is then applied to the model as a variable that characterizes quality of an informal institutional environment, hypothesizing that BST moderates the relationship between TPB‐based behavioral antecedents and SRCB. The paper is based on a survey of 466 Russian consumers. Data were collected by self‐administered questionnaires completed by students and alumni of a large public university in Moscow. Results show that BST moderates the effects of TPB‐based predictors on SRCB. This implies that consumers who believe that the business is overall trustworthy are more likely to take company’s corporate social responsibility (CSR) into account when making purchasing decisions. This study contributes to the multilevel research on SRCB and CSR and adds to the literature on public trust in business as a nascent area of study. Its findings are especially relevant for companies operating in low‐trust environments, including postsocialist economies.     

The impact of blockchain technology on the online purchase behavior of green agricultural products

The purpose of this study is to identify and investigate the types of trust and their impact mechanisms in the application of blockchain technology for green agricultural products. A mixed research approach was used in this study. First, qualitative in-depth interviews with consumers were conducted to identify the technological path (blockchain technology), and the information disclosure path (environmental information of green agricultural products) that affect consumer trust. Two types of consumer trust were also identified, namely, cognitive trust in blockchain technology (digital trust), and instantaneous trust in blockchain technology disclosure information (swift trust), both of which play a role in influencing consumers’ immediate purchase. Then, based on the interview results, a theoretical model for this study was developed by combining signal theory and trust transfer theory. Through a quantitative survey, 474 valid data were collected to empirically examine the role of consumer blockchain technology experience and environmental information transparency perceived on digital trust and swift trust, and the role of both types of trust on impulse buying. The results show that consumer blockchain technology experience can significantly and positively affect the environmental information transparency perceived. And both have a positive effect on digital trust and swift trust. Also both trusts have a significant effect on impulse buying. Further mediating effects confirm the environmental information transparency perceived as an important intrinsic mechanism by which the blockchain technology experience influences consumer trust. The results of this study add an empirical basis for the role of blockchain technology. It also provides a reference for technology adoption by related companies.     

Customer behavioural intentions towards mobile money services adoption in Ghana

This study examined the determinants of mobile money service usage intentions and assessed the effect of social influence (SI) on mobile money services adoption and behavioural intentions (BIs). The sample of the study comprised 300 mobile money service users in Ghana. Guided by the conceptual framework and two theories identified to have an effect on technology adoption and consumer behaviour, eight hypotheses were developed and tested using Structural Equation Modelling Techniques. It is discovered that perceived ease of use, perceived usefulness, perceived trust and perceived cost of use have a strong influence on mobile money service usage. The study found SI to have a significant effect on the adoption and BI. Providers ensure that their mobile application services are simple to operate, fulfil specific consumers’ needs, protect consumers’ accounts to ensure trust and are affordable, hence positively influencing consumers’ adoption of services.     

Does social trust always explain the active use of sharing-based programs?: A cross-national comparison of Indian and U.S. rideshare consumers

The global trend of the sharing economy has led consumers to use peer-to-peer systems. However, little is known about the cultural difference in forming trust in the platform entities that is critical for participating in sharing programs. The current study researches how social trust perception affects trust in technology and platform-based trust: trust in providers, other users, and the platform company and whether it varies across cultures. Focusing on Indian and U. S. consumers, we propose that cultural orientation (cultural tightness) impacts trust formation and continuation intention. Specifically, in India, trust in technology is formed regardless of the individual's perceived social trust level, which positively impacts the trust in the platform players. For American consumers, their trust in technology is based on social trust perception, which subsequently leads to the sharing participation. This is the pioneering work to investigate social trust-the use of sharing program relation based on cultural tightness.     

Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology

ABSTRACT

Although mobile payment (MP) represents a possibility for traditional brick-and-mortar US retailers to enhance the quality of customer service, mobile payment adoption in the US has lagged, with research regarding this phenomenon in the US seemingly in its embryonic stage. The current study contributes to the literature on mobile payment adoption in the US by investigating the factors on US millennial consumers’ use of mobile payment technology, operationalized in the study as tap-and-go payment systems. The study mirrors a study of the acceptance of mobile shopping technology among German consumers, with some extension. The study incorporated mobile payment risk perception, system trust, and socio-cultural influence into an extended technology acceptance model (TAM) to explore this issue. Results from a survey conducted among 357 US Millennials indicate that perceived ease of use of MP (PEOUMP); perceived usefulness (PUMP); and risk perception all influence attitude toward mobile payment (AttMP). System trust, socio-cultural influence, and AttMP all influence MP use intention. The paper discussed the limitations of the study and future research directions.     

Interactivity,Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow

This study investigates the antecedents and outcomes of consumer engagement through AR apps and suggests a new conceptual model. The purpose of the paper is to examine how consumer engagement is shaped via AR apps, which eventually leads to a positive attitude towards brand and brand usage intent. To this end, a face-to-face survey instrument was administered to 350 participants in Turkey, where participants tried an AR app and then answered a questionnaire. The structural equation modeling (SEM) and Hayes' Process analyses were applied to test the hypotheses and moderated mediation relationships. Findings showed that interactivity and inspiration are two major antecedents of consumers' flow experience. The flow experience with AR can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger consumer engagement with AR apps and then improve brand attitude and brand usage intent. The outcomes of flow experience with AR (i.e., attitude and trust) mediate the relationship between flow and engagement. Although perceived usefulness increases the effect of consumers' attitudes towards AR on engagement, it has no moderating effect on the relationship between trust in AR and engagement. Furthermore, the results of Hayes' Process revealed that the indirect effect of flow on consumers’ engagement with AR through attitude towards AR is moderated by perceived usefulness. So that, if AR marketers aim to strengthen the link between consumer flow experience and engagement via attitudes towards AR, they should therefore consider enhancing the perceived usefulness of AR. Surprisingly, perceived usefulness had no moderating effect on the indirect relationship between flow and engagement via trust. Finally, this paper discusses both the theoretical and managerial implications.     

Consumers' perceptions of functional foods: trust and food‐neophobia in a cross‐cultural context

Consumers' perceptions of functional foods are complicated by perceived risks and complexity that appear from growing and sometimes confusing information flow. Social trust can serve as a mean for the reduction of risk and complexity. It is thus vital to understand the sources of distrust and food‐neophobia as well as coping mechanisms used by consumers to ensure food provision and safety. We discuss the results of a qualitative inquiry in the form of focus groups into consumers' perceptions of functional foods in Russia and Germany. Altogether eight focus group interviews were carried out in different parts of Russia and Germany in December–January 2012–2013. A total of 59 people participated in the discussions. Different perspectives provided by the discussions in the two countries indicate different levels of trust. Deeper culturally embedded and wider‐spread distrust in formal institutions in Russia pushes consumers towards developing informal networks to ensure food provision and safety. It leads to high levels of food‐neophobia as consumers perceive traditions as the most important guarantee for healthy food. On the other hand, German participants indicate a number of formal institutions that are trustworthy and through which information concerning novel and healthy attributes in foods can be communicated. We provide exploratory views on the importance of social trust in consumers' perceptions of functional foods and lay out mechanisms that consumers develop to deal with increasing risk and complexity in food choices.     

Shopping intention at AI-powered automated retail stores (AIPARS)

Artificial Intelligence (AI) is transforming the way retail stores operate. AI-Powered Automated Retail Stores are the next revolution in physical retail. Consumers are facing fully automated technology in these retail stores. Therefore, it is necessary to scrutinize the antecedents of consumers' intention to shop at AI-Powered Automated Retail Stores. This study delves into this area to find the predictors of consumers’ intention to shop at AI-Powered Automated Retail Stores. It extends the technology readiness and acceptance model by the addition of AI context-specific constructs such as Perceived Enjoyment, Customization and Interactivity from the present literature. The proposed model is tested by surveying 1250 consumers & the data is analyzed using the PLS-SEM technique and empirically validated. The outcome of the study reveals that Innovativeness and Optimism of consumers affect the perceived ease and perceived usefulness. Insecurity negatively affects the perceived usefulness of AI-powered automated retail stores. Perceived ease of use, perceived usefulness, perceived enjoyment, customization and interactivity are significant predictors of shopping intention of consumers in AI-powered automated stores. This research presents insightful academic and managerial implications in the domain of retailing and technology in retail.     

基于信任的移动社交电子商务购买意愿影响因素

近年来,越来越多的个体、商家加入移动社交网络平台开展电子商务活动,对网络零售产生了重要影响。但由于缺乏监管和行业规范的引导,消费者感知风险存在,影响消费者交易行为,且理论研究较少,也不能为此类电子商务模式的发展提供理论指导。信任是电子商务活动的基础,信任对消费者购买意愿产生直接影响,平台可用性、消费者内在特征和行为以及商家会直接或间接影响非移动社交电子商务模式消费者的购买意愿。而在移动社交电子商务中,由于其模式的独特性,以往影响消费者信任的因素已难以有效反映移动社交电子商务消费者的购买意愿。此外,商家通过社群与若干消费者建立不同程度的连接,需要研究连接中强弱关系对消费者购买意愿的影响程度。因此,基于移动社交电子商务的特点假设影响消费者信任和购买意愿的因素,即除系统质量、信息质量、产品质量、服务质量四个影响非移动社交电子商务消费者信任的因素外,还包括社群关系和网购认知这两个影响移动社交电子商务消费者信任的新因素,接下来假设上述因素对消费者感知信任和感知风险两个中介变量存在影响,并进一步影响消费者购买意愿,继而再通过构建结构方程模型进行实证分析。实证结果显示,系统质量、信息质量、产品质量、服务质量均不同程度正向影响消费者感知信任,负向影响感知风险,而社群强弱关系对购买意愿的影响与弱关系理论结论相反,网购认知对增强消费者感知信任作用明显,消除消费者感知风险是增强消费者信任的重要途径。     

How perceived trust mediates merchant's intention to use a mobile wallet technology

As mobile wallets are in constant demand and growing over the past few years, there is a need to identify views of different stakeholders involved in the process. Several studies have been done to investigate consumers' perspective intensively. On the other hand, review of perception and adoption of wallet services by other participants, in particular merchants, is often neglected. The present study aims to fill this gap. This study used an empirical model to measure merchant's intention to use a mobile wallet technology. The study includes the variables, perceived compatibility, perceived usefulness, awareness, perceived cost, perceived customer value addition and perceived trust, and aims to determine their influence on intention to use. Our study also tested the mediating effect of perceived trust on the influence of perceived usefulness to predict merchant's intention. The study includes results of the survey of 315 Indian merchants by an online survey method. We find the highest effect of perceived customer value addition on merchant's intention, followed by perceived usefulness of technology. The proposed mediation effect of perceived trust was small but significant on perceived usefulness. The results of the study can help mobile payment companies to understand factors that are relevant to increase adoption of technology in the context of merchants.     

网络口碑可信度影响因素的实证研究

网络口碑的盛行引起了消费者和营销者的关注,口碑营销也借助网络口碑得到了新的发展。网络口碑影响力的大小和网络口碑营销的成功与否主要取决于网络口碑可信度的高低。通过实证研究,本文发现消费者和信息发布者的关系强度、消费者对于网络口碑传播平台的依赖程度、消费者感知的网站有用性、消费者感知的风险程度和消费者的信任倾向都显著正向影响消费者的网络口碑可信度。     

Exploring factors which motivate older consumers’ self-service technologies (SSTs) adoption

Although the proportion of the older population is growing, the majority of research on technology adoption behaviour, such as the adoption of self-service technologies (SSTs), tends to focus on younger consumers. To fill this gap, this study is designed to explore factors which motivate older consumers’ adoption of SSTs by applying Gatignon and Robertson’s diffusion process model. Responses were collected from 104 respondents who were aged 55 or over and who had used self-checkouts in the past. The data were analysed using partial least squares path modelling with SmartPLS 3.0 software. The results indicate that perceptions of SST characteristics, including usefulness, enjoyment, and control, are indirect antecedents of older consumers’ SST adoption through service quality and/or perceived risk. Another key predictor of older consumers’ adoption of SST is prior usage experience with SSTs, which strongly influences usefulness and compatibility. Findings from this study contribute to the literature because little research has explored what drives older consumers to use SSTs.     

论品牌关系生命周期中消费者品牌信任与心理契约的建立

企业之间的竞争,集中体现为品牌统治权的争夺,实质是对消费者的争夺。只有与消费者建立长期持久的关系,才能取得竞争的先机。而信任是长期关系的基础,是关系营销取得成功的关键,与心理契约存在正相关关系。系统梳理、借鉴有关品牌信任和心理契约研究成果,并从理论上论证了品牌关系生命周期中消费者品牌信任与心理契约建立的横向动态关系与纵向互动关系同时存在,它们共同形成了消费者品牌信任与心理契约建立的动态整合模型。     

Consumer e-shopping acceptance: Antecedents in a technology acceptance model

This study integrates e-shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of e-shopping. Online surveys with college students (n = 298) were conducted. E-shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that e-shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers' attitudes toward e-shopping. Consumer perceptions of usefulness and attitude toward e-shopping influence intention to shop online, while perceived ease of use does not influence attitude toward e-shopping. Shopping enjoyment and trust play significant roles in consumers' adoption of e-shopping. This study provides important implications for e-tailers whose web site developers must keep in mind that customers are not only web users with trust/safety and information needs, but also shoppers with service and experiential needs.     

Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust

Natural personal care products are gaining popularity due to their benefits in terms of health and well-being. However, consumers are wary of these products and are guided by the fake news circulating about them. Since natural product consumption offers several personal and environmental benefits, it would be worthwhile to understand consumers’ tendency to let fake news influence their consumption decisions. Accordingly, the current study examined the association of fake news and purchasing behaviour towards natural personal care products, utilising Stimulus-Organism-Behaviour-Consequence (SOBC) as the theoretical framework. The study proposed openness to change as the stimulus, perceived benefits and perceived risks as organismic internal states, purchase intentions as the behaviour, and the propensity of believing and acting on fake news as the consequence, which is further associated with system trust. The model was tested by analysing data collected from 390 existing consumers, considering the moderation effect of brand trust and controlling the effect of age and gender. The findings confirmed that openness to change is associated with perceived benefits and risks. Furthermore, perceived benefits and system trust are associated with purchase intentions, which are, in turn, associated with the propensity of believing and acting on fake news. The study presents several novel contributions to theory and practice.     

品牌仪式的“见”之效应：品牌仪式如何影响消费者信任

受新冠肺炎疫情的影响，大多消费者只能在线观看企业通过互联网实施的品牌仪式，然而以往研究更多揭示的是消费者直接参与的仪式效应，鲜有消费者不直接参与的仪式研究。基于社会交换理论，文章运用实验法探讨了当消费者见到但不实际参与品牌仪式时，品牌仪式对消费者信任的影响机制，即品牌仪式的“见”之效应。结果表明：作为视觉材料呈现的品牌仪式（对比随机动作）也能激活消费者的仪式感知，增加消费者对品牌的信任。原因在于当消费者从品牌仪式的互动体验中获取相应的积极情感资源（心流体验）后，会更倾向与品牌建立信任关系。此外，消费者品牌关系规范会调节品牌仪式对消费者信任的影响，对于共享型关系中的消费者，品牌仪式通过增强消费者心流体验，进而增加消费者对品牌的信任，但对于交易型关系中的消费者，该效应消失。     

Should new online stores invest in social presence elements? The effect of social presence on initial trust formation

Online shopping has become increasingly popular in business development and the number of new online stores is ever increasing. Many of these online stores, however, fail. Research has indicated that one of the biggest reasons why these online stores fail is because of consumers׳ lack of trust. One solution that has been proposed is for online retailers to increase their level of social presence.This study investigates the impact of social presence, in its extreme form of online chat boxes, on initial trust formation for an online retailer. An experimental design was used and a structural equation model is tested using PLS-SEM (partial least square based structural equation modeling). Social presence was found to not only influence initial trust in the website, but also participants׳ enjoyment and perceived usefulness of the site. Therefore even though managers might think that there is no ROI in their investment in social presence, it still has a notable impact on consumers׳ perception of an online retailer they have not seen or used before. This is especially relevant to new online stores.     

Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption

The motivations and barriers of the actual green purchase behavior are as real as the product itself, which makes it a systematic process to examine the inconsistency between consumers' motivations and their actual behavior (motivation-behavior gap). The study aimed to clarify the direct and indirect effects of motivations on the purchase behavior of green food. The proposed conceptual model was adopted from the Motivation-Opportunity-Ability (MOA) framework and was extended by adding the serial mediation of consumer perceived knowledge and trust as major constructs. Data were collected from 1788 consumers in China. Results provided support for the model and showed that perceived knowledge about the food supply chain could be both barrier and a positive factor of consumers’ purchase behavior, which mainly depends on the trade-off between certification and planting knowledge. Differences in trust exist and consumers hold authorities and certification bodies more accountable than farmers and retailers. For the direct effects, food safety concern is positively associated with behavior, whereas environmental concern is not. Policymakers shall use the results to narrow the motivation-behavior gap, especially for emerging economies.     

Point of adoption and beyond. Initial trust and mobile-payment continuation intention

Initial trust represents the trust that develops upon first use of a product. It is built on the basis of the net effect of factors that stimulate as well as inhibit it. Future transactions require less consumer effort after initial-trust formation. Despite being recognized as an important factor affecting the adoption of innovations, initial trust has been not been greatly explored by prior scholars. The present study remedies this gap by invoking the information systems success (ISS) model, transaction cost economics (TCE) theory, and the IT continuance model to propose a two-step framework that includes the antecedents of a pre-adoption factor, such as initial trust, and post-adoption factors, such as confirmation, perceived usefulness, satisfaction, and continuation intention toward mobile-based payments. Cross-sectional data of 954 first-time mobile-wallet users are analyzed to test the framework. The study findings suggest that information and service quality positively influence initial trust, which, in turn, has a positive association with confirmation and perceived usefulness. Results also reveal a positive relationship between perceived usefulness and continuation intention. These results pave the way for making useful recommendations for future researchers. The study also discusses various inferences that can improve managerial efficacy in promoting the use of mobile-based payment methods.