Asia Pacific Journal of Marketing and Logistics

Simay, Attila Endre; Wei, Yuling; Gyulavári, Tamás; Syahrivar, Jhanghiz; Gaczek, Piotr; Hofmeister-Tóth, Ágnes

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-04-2022-0352

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed in this research, namely body esteem, price sensitivity, social media addiction and actual purchase.Design/methodology/approachAn online questionnaire design was used in this research. A combination of purposive sampling and snowball sampling of AI color cosmetics users who are also social media influencers in China yields 221 respondents. To analyze the data, this research employs Structural Equation Modelling (SEM) method via SPSS and AMOS software. A 2-step approach, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), is implemented to prove the hypotheses and generate the results.Findings1) Social media addiction is a positive predictor of AI color cosmetics usage, (2) AI color cosmetics usage is a positive predictor of actual purchase, (3) actual purchase is a positive predictor of e-WOM intention and lastly, (4) there is a full mediation effect of actual purchase.Originality/valueThis research draws on the uses and gratification (U&G) theory to investigate how specific user characteristics affect Chinese social media influencers' adoption of AI color cosmetics, as well as how this may affect their decision to purchase branded color cosmetics and their e-WOM.

Herrando, Carolina; Jiménez-Martínez, Julio; Martín-De Hoyos, Maria José; Asakawa, Kiyoshi; Yana, Kazuo

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-02-2022-0091

Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.Design/methodology/approachThis research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.FindingsThis study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.Originality/valueThis paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.

Hu, Qinfang; Hu, Jing; Yang, Zhilin

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-02-2022-0158

What are the performance implications of peer monitoring in a multiple-supplier context? Grounded in agency and social exchange theories, this study aims to examine how, when, and why peer monitoring works as a crucial control mechanism to reduce opportunism among suppliers.Design/methodology/approachA conceptual model and research hypotheses are tested using survey data from 246 respondents in 82 supplier groups.FindingsResults suggest that peer monitoring is related positively to perceived deterrence (as mediator) and negatively to opportunism, whereas the mediated relationship is moderated negatively by generalized reciprocity and positively by balanced reciprocity and negative reciprocity.Originality/valueThis study introduces the application of peer monitoring into business-to-business research and shows how it reduces opportunism. Its findings have implications for manufacturers on how to use peer monitoring to control opportunism among multiple suppliers.

Tan, Kim-Lim; Hii, Ivy S.H.; Zhu, Wenqian; Leong, Choi-Meng; Lin, Eliver

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-05-2022-0417

Leveraging the technology acceptance model (TAM) and the stimulus–organism–response (S–O–R) theory, this paper aims to investigate how the utilitarian and hedonic factors in virtual reality (VR) technologies affect consumers' intention to travel in the endemic phase of COVID-19. At the same time, the study incorporated emotional engagement and two forms of trust as possible organisms for this model.Design/methodology/approachThrough snowball sampling, data collected from 263 respondents were analysed using the partial least square structural equation modelling (PLS-SEM).FindingsThe findings revealed that among the different forms of hedonic and utilitarian factors, all but perceived entertainment has a significant positive relationship to emotional engagement. Additionally, emotional engagement positively influences trust in the product and seller. However, the results show that only trust in the seller has a significant relationship with travelling intention. Predictive analysis shows that the model displays a strong predictive power.Originality/valueThis study differentiates from the existing literature by investigating the effect of VR technologies on the two different forms of trust and emotional engagement on travelling intention. This study extends earlier studies by supplementing the explanatory perspective with a predictive focus, which is particularly important in making sound recommendations on managerial decision-making.

Lee, You-Kyung

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-05-2022-0402

The study aims to verify and compare the relationship of consumer innovativeness and technostress for FinTech usage behavior of Korean and Chinese Gen Z consumers.Design/methodology/approachThe study proposes an integrative causal model derived from consumer innovativeness, technostress, and FinTech usage intention of the Korean and Chinese Gen Z consumers and test the causal relationships using structural equation modeling (SEM).FindingsThe study results showed that social innovativeness negatively affected the three dimensions of technostress and had a significant positive impact on FinTech usage intention for all samples. Hedonist innovativeness had no significant positive impact on FinTech usage intention for all samples, but it differently affected the three sub-dimensions of technostress (uncertainty, invasion, and complexity) for each sample.Originality/valueThis study presents nascent literature on the causal relationships of consumer innovativeness, technostress, and FinTech usage behavior for Korean and Chinese Gen Z consumers.

Chiu, Weisheng; Oh, Ga-Eun (Grace); Cho, Heetae

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-01-2022-0029

The purpose of this study was to understand consumers' continuance intention to purchase in social commerce from an integrated perspective of the expectation confirmation model (ECM) and information adoption model (IAM). Moreover, the cultural difference between the United States and China was explored in the integrated model.Design/methodology/approachA total of 1,589 responses were collected from American (n = 725) and Chinese consumers (n = 864). The partial least squares structural equation modeling (PLS-SEM) was applied to perform measurement assessment, structural model and multiple group analysis.FindingsResults showed that consumers' continuance intention to purchase in social commerce was significantly predicted by the integrated model. Within the ECM, confirmation of expectations positively affected information usefulness and satisfaction, and information usefulness positively influenced satisfaction, which further led to continuance intention. Moreover, within the IAM, both argument quality and source credibility positively affect information usefulness, which leads to information adoption and continuance intention to purchase in social commerce. In addition, the influences of information usefulness on information adoption and continuance intention to purchase in social commerce were stronger for American consumers.Originality/valueThe findings of this study gain a better understanding of consumers' decision-making process and cultural differences between American and Chinese consumers.

Laksamana, Patria; Suharyanto, Suharyanto; Cahaya, Yohanes Ferry

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-11-2021-0851

To investigate consumer continuance intention in mobile payment in the financial technology (fintech) industry.Design/methodology/approachThis empirical study used an online survey with 673 responses from consumers, with structural equation modelling for data analysis.FindingsThe results revealed that trust, perceived usefulness, perceived ease of use, perceived risk and perceived security significantly affect consumer attitude. A positive impact on consumer attitude towards consumer engagement was also exposed.Research limitations/implicationsTrust, perceived usefulness, perceived ease of use, perceived risk and perceived security significantly affect consumer attitude. Hence, consumer attitude and consumer engagement have a positive influence on continuance intention.Practical implicationsThe study offers guidelines for decision makers to expand long-term engagement with consumers and enable continuance use of mobile payment services.Social implicationsThe findings will ultimately guide fintech firms in the implementation of a more secure macro financial system.Originality/valueThis study highlights the importance of consumer attitudes and engagement in mobile payment and extends the TAM model for more extensive technological advancements.

Aljuhmani, Hasan Yousef; Elrehail, Hamzah; Bayram, Pelin; Samarah, Tariq

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-08-2021-0627

This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.Design/methodology/approachThe research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.FindingsUsing the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.Originality/valueThis study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.

Liu, Lianhua; Xie, Aili; Lyu, Shiqi

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-02-2022-0168

This paper aims to clarify the spatial connection characteristics and organization mode of logistics economy of 21 cities in Guangdong Province under the background of the integrated development of Guangdong, Hong Kong and Macao Bay area, and explore the spatial development characteristics and influencing factors of logistics economy in Guangdong Province.Design/methodology/approachThis paper constructs the development level model of urban logistics economy in Guangdong Province from three aspects: demand level, supply level and support level, and uses the entropy weight method to measure the development level index of urban logistics economy in Guangdong Province. Then, the traffic accessibility index model is used to measure the traffic accessibility index between cities in Guangdong Province. Finally, using the social network analysis method, combined with the development level index of urban logistics economy in Guangdong Province and the urban traffic access index in Guangdong Province, this paper analyzes the spatial connection characteristics and influencing factors of logistics economy network in Guangdong Province.FindingsThere are regional differences in the development level of logistics economy in Guangdong Province; The overall network density of its logistics economic connection is large, but there is an imbalance in the network structure, and the core edge phenomenon is obvious; Logistics economic space presents the characteristics of double core development.Research limitations/implicationsBecause the research object is the spatial connection characteristics of logistics economy in Guangdong Province, the research results may lack universality. Therefore, researchers are encouraged to put forward further tests.Practical implicationsBy studying the spatial connection mode of logistics economy in 21 cities in Guangdong Province, China, this paper promotes the original methods and empirical contributions, and constructs the research framework of spatial relationship of logistics economy. This research framework is universal to a certain extent.Social implicationsThis paper is conducive to promoting the integrated development of logistics economy in Guangdong Province and improving the balance of regional development of logistics economy.Originality/valueFirstly, this study provides a new perspective to understand the spatial relationship and spatial spillover of logistics economy from relational data rather than attribute data. Secondly, This study enriched and broadened the research topic of spatial correlation of logistics economy. Thirdly, this research aims to promote the original methods and empirical contributions. Specifically, this study establishes a comprehensive research framework on the spatial network structure of logistics economy.

Wang, Haiyan; Li, Huijuan; Zhao, Yinfei; Xi, Nannan

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-04-2022-0316

Individuals, organizations, firms, and governments have been making strenuous effort to promote sustainable and green consumption. However, it is noticeable that a large amount of unattractive produce is ruthlessly discarded and wasted around the globe, resulting in unsustainable consumption behavior, harming long-term business development, and breaking the harmonious relationship between humans and nature. Therefore, to increase consumer literacy toward unaesthetic produce, this research investigates the pivotal role of “natural” labeling in increasing purchase intention toward visually unattractive fruits and vegetables.Design/methodology/approachBy recruiting participants from one of the largest online crowdsourcing platforms (the Credamo), this research conducts three online experimental studies (with two pilot studies) to test three hypotheses based on the cue utilization theory and the lay belief theory.FindingsThe results show that unattractive produce with the “natural” label could significantly increase consumers' purchase intention compared with those without specific labels. The results also reveal that consumers' lay beliefs that natural foods are perceived to be tastier and healthier mediate the positive effects of “natural” labeling (vs no specific labeling) on willingness to purchase.Originality/valueThis research explores competing lay beliefs about unattractive produce. It identifies the positive effects of lay beliefs “natural = tasty and healthy” through “natural” labeling appeal, thus attenuating the misapplication of lay beliefs “unattractive = tasteless and unhealthy” and broadening the application scope of consumer lay belief theory. The findings also contribute to the cue literature by manifesting the positive consequences of the “natural” label playing as a cognitive cue in priming lay beliefs about naturalness. In addition, it also paves a positive way for business practitioners and marketers to develop the produce industry sustainably.

Kim, Heather Markham; Abbas, Jawad; Haq, Muhammad Zia Ul; Lee, JungHoon (Jay); Hwang, Jinsoo

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-03-2022-0214

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.Design/methodology/approachData were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.FindingsThe results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.Originality/valueUnlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

Jayawardena, Nirma Sadamali; Ross, Mitchell; Quach, Sara; Grace, Debra

2023 Asia Pacific Journal of Marketing and Logistics

doi: 10.1108/apjml-10-2021-0786

The purpose of this study is to investigate visual comprehension in memory for 360-degree video advertisements amongst adolescents under single and repeated viewing conditions.Design/methodology/approachThis study explored visual comprehension in memory for 360-degree video advertisements using the theoretical assumptions of the social psychology theory of social information processing by Wyer (2003). The authors conducted two experiments over a timeline of three months. In the first experiment, participants watched the 360-degree video advertisement once, and after one week, the same set of participants watched the same advertisement again. The theoretical assumptions in the comprehension unit were used to design the experiments and to explore visual comprehension in memory for 360-degree video advertisements. The data were collected using surveys and interviews through an experimental research design approach. NVivo software was used to analyse the data.FindingsThis study found that while female participants were able to comprehend colours in the visuals better, male participants were better able to comprehend facial expressions presented in the visuals. Further, both female and male participants were able to comprehend locations within the advertisement visuals. It was found that participants understood the plot or the story of the advertisement better after the second viewing than after the first viewing.Practical implicationsThe two main contributions from this study are as follows: from a theoretical perspective, the application of a social psychology theory for the advertising sector enables us to gather more insights about the social cognition stages of a human mindset such as information retrieval, judgement, decision making, goal stimulation and short- and long-term memory. In doing so, this study not only explored adolescents' visual comprehension memory of 360-degree video advertisements, but it also contributed to the theory of social information processing by Wyer (2003) by exploring consumer visual comprehension memory. From a practical perspective, the findings of this study provide a solid foundation for future advertising firms or agencies, marketers, and salespeople on how to design effective advertisements using 360-degree video versions in a way that appeals to consumer visual memory.Originality/valueThis paper can be considered as amongst the first studies which combine social psychology with advertising to investigate visual comprehension memory for 360-degree video advertisements amongst adolescents.