Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product

The Theory of Planned Behavior (TPB) is successful in predicting consumer intentions for a wide variety of products and behaviors. However, little is known about how effective the TPB is when the behavior under study is embarrassing. To this end, this paper extends the TPB to create a conceptual model to examine the role of anticipated negative emotions on channel intention. An empirical study was conducted whereby the model was tested using survey data on the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK multichannel drugstore). The embarrassing nature of Regaine created differences in the importance that emotions played when consumers intend to purchase using face-to-face channels (such as the physical drugstore) as against multichannel options or the internet. The results were analyzed using partial least squares structural equation modelling (PLS-SEM). The effectiveness of the TPB was improved. The variance explained (R² to intention) was 0.44% for the total sample, 49% for the drugstore, 58.4% for the internet, and 42.5% for multichannel.     

Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly inquiry began to address impulsive buying recently. This research traces live-stream shopping experiences to scarcity-induced purchase decisions. Grounded in the stimulus-Organism-Response paradigm, this research examines the mediating role of viewing frequency in the relationship between past purchases and impulse buying tendency. The aim is to unravel the relationship between impulse buying tendency and scarcity-induced purchase decisions by examining the mediation of anticipated emotions. A self-administered online survey with 376 respondents using criterion-based judgment sampling techniques. The data was validated through a two-step SEM approach using SmartPLS3 package. The result supports that viewing frequency and anticipated emotions fully mediated the relationship between past purchases and future purchase decisions. This study contributes to appreciating the importance of viewing frequency in live-stream commerce strengthening the performance of impulse buying tendency and triggering anticipated emotions (regret and rejoices) in a scarcity-induced purchase decision.     

The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables

Augmented reality smart glasses are a major trend in retailing. However, little is known about the factors that drive customers’ acceptance of these wearables as a channel in stores. Especially, the roles of perceived enjoyment and perceived informativeness for usage intentions of such novel and immersive technologies are unclear. Thus, the authors propose an extended technology acceptance model as an instrument to predict future adoption. The results indicate that perceived enjoyment largely mediates the influence of perceived informativeness and other variables on attitude and usage intention. Further, perceived enjoyment functions as a direct predictor for attitude and in strength even exceeds perceived usefulness. Hence, retailers should consider focusing on joy-related aspects when aiming at the introduction of broadly accepted AR applications in stores.     

The roles of perceived risk,attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention

Augmented reality has raised considerable interest over the last few years. But the questions of its benefits for online retailer is still pending. Research has shown that AR has a positive influence on patronage and purchase behavior intention via hedonic and utilitarian evaluation. The goal of this research is to extend previous works by integrating the mediating roles of perceived risk of buying a product on the online store and of attractiveness of the online store. It is also to study the moderating role of familiarity with AR. Two experiments confirm the crucial role of perceived risk in the influence of AR on patronage intention. Moreover, the more people are familiar with AR, the more AR decreases perceived risk and increases patronage intention.     

Consumer power and choice deferral: The role of anticipated regret

This paper examines the influence of social power on consumers' propensity to defer choice. Based on the notion that elevated power reduces regret anticipation—the fear of making a wrong choice—it is proposed that power influences the extent of choice deferral by reducing consumers' susceptibility to anticipated regret. Because of the regret-based mechanism, power can increase or decrease consumers' propensity to defer choice, depending upon the situational factors that are associated with anticipated regret, such as salience of regret, outcome reversibility (e.g., return policy), and locus-of-regret (postponing vs. choosing now). Using different manipulations of power, seven studies provide consistent support for the proposed effects and show that situational factors and marketing strategies can induce, turn off, or even reverse the effect of power on deferral. Theoretical contributions and managerial implications are discussed.     

Go boldly!: Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business

It is not surprising that managers find it hard to distinguish similar-sounding, IT-based concepts such as augmented reality and virtual reality. To many, all of these constructs mean nearly the same and, as a result, the terms are often used interchangeably. This confusion holds back those eager to explore the different opportunities these new technologies present. This Executive Digest presents six different types of reality and virtual reality—(1) reality, (2) augmented reality, (3) virtual reality, (4) mixed reality, (5) augmented virtuality, and (6) virtuality—as part of our actual reality/virtual reality continuum. We then illustrate their differences using a common example and outline business applications for each type.     

How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness

This research empirically tests the combined effect of anticipated pride, anticipated guilt, and environmental consciousness in parallel to the Theory of Planned Behavior's main components on green purchase intention. For the first time, it also explores the interaction of environmental consciousness, anticipated pride, anticipated guilt, and attitude, respectively, on green purchase intention. Analysis of 304 responses collected from consumers in the United Arab Emirates revealed that environmental consciousness, attitude towards green products, anticipated pride, and anticipated guilt positively influence the intention to purchase green products, but not perceived behavioral control and subjective norms. Interestingly, anticipated pride increases green purchase intention under low level of environmental consciousness, while anticipated guilt decreases purchase intention. In contrast, anticipated guilt positively influences green purchase intention under high environmental consciousness, while anticipated pride does not. This study extends current knowledge related to green purchase behavior and provides a nuanced understanding of the influence of anticipated emotions. It also provides practical implications for marketers in the Middle East to formulate effective strategies to stimulate green products consumption.     

The impact of user perceptions of AR on purchase intention of location-based AR navigation systems

As new AR supported products such as location-based AR navigation systems become available in the consumer market, it is particularly important to understand how user perceptions of AR can be optimized to enhance customer satisfaction and increase purchase intention of these products. However, little research has addressed this gap in the literature so far. Therefore, this study developed a theoretical framework including user perceptions of AR, experience, satisfaction and purchase intention employing experience economy theory. This study's main theoretical contribution is that three user perceptions of AR – spatial ability (sensory domain), sense of presence (feeling domain), and conceptual understanding (cognitive domain) – were found to be key antecedents of consumers' intention to purchase location-based AR navigation systems through the mediation of educational, entertainment, aesthetic, and escape experience. The findings have important implications for future development of location-based AR systems.     

How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity,psychological distance,and perceived risks

How does augmented reality affect consumers’ online purchase intentions? The authors used media richness theory and construal level theory to test hypotheses that augmented reality will improve consumers' perceptions of diagnosticity, psychological distance, risks, and purchase intention of e-commerce products (in Study 1), as well as to examine the relations among these constructs (in Study 2). The results indicate that (1) perceived diagnosticity and (2) purchase intention were higher, and (3) psychological distance and (4) perceived risks were lower in the group that experienced augmented reality e-commerce, compared to the group that experienced conventional web-based e-commerce. The impact of perceived diagnosticity on purchase intention was fully mediated by (5) psychological distance and (6) perceived risks. This research adds to the literature on augmented reality, particularly in the context of sport e-commerce, and suggests important practical implications.     

Social determinants of panic buying behaviour amidst COVID-19 pandemic: The role of perceived scarcity and anticipated regret

Panic buying behaviour is inherently undesirable due to its detrimental impact on community's resources and disruptions to supply chain systems. The prevailing COVID-19 pandemic has seen a resurgence of this phenomenon across the world, leaving supermarkets in stockout situations. While panic buying is largely reasoned as a psychological reaction to an extreme event, it is also a socially relevant behaviour as our perception of a crisis can be shaped by our observations and interactions within the society. The social determinants of panic buying behaviour, particularly on how these factors heighten one's perception of scarcity, and trigger panic buying behaviour, are studied. A theoretical model is developed to explain panic buying behaviour in a social context by synthesizing various social and behavioural theories, and the inter-relationship among the latent constructs is analysed using the structural equation modelling approach. Accordingly, an online survey was administered and analysis of the data confirmed that non-coercive social influence, social norm and observational learning directly influence one's perception of scarcity. Additionally, perceived scarcity can motivate panic buying behaviour directly or indirectly through feelings of anticipated regret. This study has contributed to the limited literature on panic buying. Understanding the underlying mechanisms of panic buying will aid policymakers and businesses in developing intervention or support strategies to cope with such behaviour.     

Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research

Our paper challenges several notions regarding emotion's role and their influence on the customer experience (hereafter CX). Based on our analysis, we develop the following five propositions to advance our understanding of emotions' role in customer experience research. First, we argue that positive and negative emotions can coexist during the consumption experience. Second, positive emotions do not automatically lead to positive consumption outcomes, and negative emotions may not necessarily generate negative results. Third, positive or negative emotions toward a company employee might not automatically transfer to the company as a whole. Fourth, customers are not apathetic victims of their emotions with no capability to control their emotional experiences. Our last proposition is that consumption emotions are not a purely intrapersonal phenomenon, but that the social context matters and influences the consumption experience. We propose a related future research agenda highlighting opportunities for scholars and managers alike.     

The impact of emotions on service quality,satisfaction, and positive word-of-mouth intentions over time

Abstract

This article examines the impact of emotions on customer satisfaction, service quality, and positive word-of-mouth intention formation process over time. In the study, a confirmatory factor analysis supported a three-dimensional model of emotions that then served as predictors in a series of multiple regressions. The findings indicate that two emotion dimensions had a consistent direct impact on all dependent variables in both time periods. However, the interaction effect between time periods and emotions revealed that different emotion dimensions influence satisfaction and word-of-mouth intentions at different stages of the service encounter. The theoretical and managerial implications of the findings are discussed in detail.     

An assessment of value creation in mobile service delivery and the moderating role of time consciousness

This study focuses on the perceived utilitarian value of a new service delivery mode, the mobile channel. The authors develop a framework that incorporates three mode-specific benefits - time convenience, user control, and service compatibility - as well as two costs - perceived risk and cognitive effort - as antecedents of perceived value. Because of the pervasiveness of time criticality as a value-added characteristic of the mobile channel, they also investigate the moderating influence of consumers’ time consciousness. They empirically investigate the model using mobile brokerage services as an illustrative application. The results reveal that the identified antecedents, with the exception of service compatibility, have a strong impact on mobile channel value perceptions, which in turn influence behavioral intentions. The authors also find that time consciousness moderates the aforementioned relationships.     

Augmented reality shopping application usage: The influence of attitude,value, and characteristics of innovation

Consumers' intentions are crucial to the wide usage of augmented reality shopping applications (ARSAs). Combining innovation diffusion, perceived value, and attitude theories, this study proposes a theoretical model that identifies the antecedents of consumers' innovation to use ARSAs and specifies their interrelationships. A total of 379 consumers were surveyed using questionnaires, and the data were analyzed through confirmatory factor analysis and structural equation modeling. Results show that the effects of the perceived relative advantage, perceived compatibility, and perceived observability on consumers' intentions to use ARSAs are mediated by consumers' attitudes toward ARSAs. In addition, attitudes have an indirect impact on consumers' intentions to use ARSAs through perceived value. Theoretically, this study synthesizes behavioral theories anchored on innovation and marketing to explain consumer's use intention. Managerially, this study provides strategic recommendations for technology companies developing ARSAs and retailers wishing to adopt ARSAs.     

An exploratory investigation of factors affecting and best predicting the renewed adoption of mobile wallets

Foreign nationals often have no other choice than to adapt themselves to technological innovations of their host countries. This is particularly the case of individuals who are exposed temporarily to the world’s cashless societies where mobile wallets are the dominated payment method. Yet, little is known regarding continuous usage intentions among these individuals who have accumulated experience interacting with mobile wallets.This study explores how relative convenience, relative advantage, perceived privacy, and perceived security influence 'renewed adoption' of mobile wallets among experienced users of the leading Chinese mobile wallets. It also explores the best predictors of the renewed adoption intention of mobile wallet technology among these users. The results of this study show that each of the independent variables positively influences renewed adoption intentions. The results also show that relative advantage and perceived security as the best predictors of renewed adoption intention of mobile wallets. Based on the results of this study, practical and theoretical implications are provided.     

Hope across the seas: the role of emotions and risk propensity in medical tourism advertising

Rising US medical costs as well as more competition in the health care industry have led many Americans to pursue health care in foreign destinations. As a result, leading countries in medical tourism have begun launching international advertising campaigns. A growing trend in much of this advertising is the use of emotional appeals. The purpose of this research is to examine whether the use of emotional appeals by non-domestic health care providers contributes to more favourable evaluations of the target health care provider than rational appeals. Specifically, two experimental studies investigate the efficacy of advertisements that induce the emotion of hope to determine whether these advertisements increase trust perceptions and reduce perceived risk, given an individual's level of risk propensity. Implications for public policy makers and marketing managers who work in health care are discussed.     

Consumer responses to corporate social irresponsibility: The role of moral emotions,evaluations, and social cognitions

We investigate the mediating roles of moral emotions and attitudes between perceptions of corporate irresponsible actions, on the one hand, and consumer responses, on the other hand, and further examine their contingencies based on consumer social cognitions. Our findings show that, for corporate transgressions, multiple social cognitions (moral identity, relational and collective self‐concepts, and affective empathy) moderate the elicitation of negative moral emotions (contempt and anger) and overall evaluations (attitudes), which, in turn, lead to negative responses toward the company (negative word of mouth, complaint behaviors, and boycotting). Our study adds to extant research on corporate social irresponsibility by examining three generic reactions people have toward corporate social irresponsibility and demonstrating important boundary conditions. In addition, hypotheses are tested on a sample of adult consumers. Implications for communication by firms are considered.     

Why bad feelings predict good behaviours: The role of positive and negative anticipated emotions on consumer ethical decision making

Research suggests that emotions can greatly influence consumer decision making and behaviours. Notwithstanding, our understanding of the role of anticipated emotions in what is an inherently complex deliberation process—that of consumer ethics—is still quite limited. The present study thus aims to address this gap, in two key ways: first, by measuring the influence of positive and negative anticipated emotions at each stage of the consumer ethical decision making process; and second by describing the specific emotions that most affect each component of the consumer ethical deliberation process and assessing their relative weight in predicting decisions involving ethical issues. Through the examination of 603 ethical situations and using multiple regression analysis, the findings indicate that anticipated emotions can account for up to 59% of the variance in consumer decisions involving ethics. Anticipating the experience of negative emotions as a result of carrying out an unethical behaviour was the affective component found to most influence consumer ethical deliberation process; and anticipated guilt was the discrete emotion exerting the greatest effect on consumer decision making in ethical situations. The findings indicate that more than feeling good, consumers avoid feeling bad; such that ethically favourable decisions emerge to prevent experiencing negative emotions in the future.     

The reversing influence of involvement on the framing effect: The role of emotions and negativity

The Asian disease problem (ADP), as a demonstration of the framing effect, revealed a preference reversal between options perceived as risky and those perceived as certain. This research identifies individuals' involvement level as a moderator of the framing effect. The framing effect in the ADP consisted of emotional choice outcomes regarding human lives. Two studies in this paper demonstrate that when based on emotional choices, the framing effect in high involvement conditions increases in size. Interestingly, this influence of involvement reverses when the framing effect is based on rational choices. The studies reveal that the negativity invoked by the certain loss option is instrumental in the underlying mechanism of the risky choice framing effect, such as that demonstrated by the ADP. Copyright © 2014 ASAC. Published by John Wiley & Sons, Ltd.     

The role of machine learning analytics and metrics in retailing research

This research presents the use of machine learning analytics and metrics in the retailing context. We first discuss what is machine learning and explain the field’s origins. We then demonstrate the strengths of machine learning methods using an online retailing dataset, noting key areas of divergence from the traditional explanatory approach to data analysis. We then provide a review of the current state of machine learning in top-level retailing and marketing research, integrating ideas for future research and showcasing potential applications for practitioners. We propose that the explanatory and machine learning approaches need not be mutually exclusive. Particularly, we discuss four key areas in the general scientific research process that can benefit from machine learning: data exploration/theory building, variable creation, estimation, and predicting an outcome metric. Due to the customer-facing nature of retailing, we anticipate several challenges researchers and practitioners might face in the adoption and implementation of machine learning, such as ethical prediction and customer privacy issues. Overall, our belief is that machine learning can enhance customer experience and, accordingly, we advance opportunities for future research.