ABSTRACT. Marketers and retailers are increasingly interested in grabbing the opportunity to reach the consumer at the right time and place with a smart phone. Depending on Location Based Advertising (LBA) and associated sensors with the IBeacon technology, marketers can determined the consumer’s favorite products through his search history and previous purchase activities furthermore his location in-store. So, marketers and retailers pay more attention to in-store mobile LBA. In this work, the modified LBA in-store framework are constructed. This model proposed that the temporal time, type of information and the variety of receiver of mobile in-store LBA affect the Purchase intention in retail stores.

ABSTRACT. Purpose - Explore factors leading to consumer continue use of AI services in the context of mobile shopping.

Design/methodology/approach - Guided by Uses and Gratifications theory, a model including various factors leading to continuous usage of AI services on mobile shopping with satisfaction as intermediate variable was built and tested. A survey was conducted to explore the user’s attitude towards AI services on mobile shopping. A total of 405 responses were collected.

Finding - In mobile shopping, entertainment, convenience, information seeking, and social interaction are factors that affect users’ satisfaction towards artificial intelligence. Moreover, the satisfaction for AI services usage showed a positive impact on the continuous usage intention.

ABSTRACT. Extant research on product design has suggested that customer co-creation is important for product innovation. Yet most studies to date have measured consumers’ co-creation behavior in various factors. In reality, however, consumers usually have multiple opportunities to participant in co-creation activities with no observed regulars. Moreover, some researches also indicate that the co-creation mode does not fully apply to all product type (e.g. luxury product). Against this background, the authors perform five studies focused on the description of co-creation activity with measured varieties and typologies by building customer co-creation behavior conceptual model with two dimensions (idea innovativeness and behavior intensity) and four quadrants (feedback, test, share, exert), and to examine specific effect of each variables for common product and diverging affect for luxury products. Study 1 uses real sample in game market in order to be the realistic evidence of the co-creation behavior model ensuring the rationality of the formulation of two dimensions. Study 2 and 3 examine the effects of co-creation and peripheral influence during activity, suggesting that idea innovativeness positively enhance the symbolism but behavior intensity not. Using experimental manipulations of the key constructs, Study 4 and 5 provides evidence for the negative effects of value co-creation on product design and finds reasons and renewed support for the notion that psychological distance is a mediating factor for the negative effect of value co-creation in luxury domain.

ABSTRACT. With the rapid development of network technology, communication and information sharing methods among Internet users have become diversified. Based on the context of new social media context, this study analyzes: the influence of interaction between celebrity and consumer on brand identify; how performance of product innovation is affected by brand identify; and the moderating role of brand attachment in the relationship between celebrity-consumer interaction and brand identify. Survey approach is applied for primary data collection through a total of 280 usable responses. Structural equation modelling is employed to examine the hypothesized relationships among all variables. The findings show that celebrity-consumer interaction positively affect brand identify, and a positive association is found between brand identify and performance of product innovation, while brand attachment acts as a moderator on the relationship between celebrity-consumer interaction and brand identify.

ABSTRACT. Innovation is very important for the survival and development of an enterprise. Whether an enterprise can launch new products and services is the key to the success of an enterprise. However, due to the natural resistance of the market to innovation, the diffusion of new products is risky, and most enterprises are facing a high proportion of innovation failures. The rapid development of digital economy has given birth to a large number of e-word-of-mouth(ewom). More and more Internet users choose to refer to the electronic word-of-mouth(wom) information of products before shopping to support their purchase decisions. The great influence of wom on consumers' attitude and purchase behavior has been widely recognized. The emergence of Web 2.0 provides a new channel for wom, and makes the influence and influence scope of wom grow exponentially. The research of ewom becomes more and more important. Like traditional wom, online wom can be divided into positive and negative ones according to different directions. Compared with positive wom, negative wom has a greater impact on consumers and higher diagnostic and information value. In the process of new product diffusion, consumers themselves have a strong sense of uncertainty. At this time, the negative wom is more likely to cause consumers' innovation resistance behavior, which may lead to the failure of new product diffusion. When a person with direct experience influences others through wom, it may be more credible than advertising. About 70% of consumers prefer to get information related to products, brands or companies through online platforms, of which 49% use the information they collect to purchase. Contrary to the traditional view, most people have medium-sized social networks, and they are willing to share marketing information with others just as highly relevant people are willing to share. Not surprisingly, online information searchers claim that information provided by other consumers of products and services through online platforms is more useful than that provided by marketers. In view of the importance of negative ewom and innovation resistance to business management practice, this paper systematically combs the main factors that affect consumers to share negative ewom on the basis of literature research, and deeply analyzes the impact of innovation resistance and customer loyalty on consumers to spread negativeewom. Specifically, the specific content of this study can be divided into the following parts: (1) study the relationship between negativeewom receiving and sharing; (2) explore the impact of innovation resistance as an intermediary between consumers' receiving negative ewom and sharing negative ewom; (3) examine the role of customer loyalty in this process. In this study, 382 valid questionnaires were obtained by questionnaire. On the basis of regression model analysis, this study uses SPSS 21.0 and Amos 21.0 to analyze the psychological process and formation mechanism of users' receiving and sharing negative ewom by exploring users' attitudes towards new smart phones. The results show that accepting negative ewom has a positive impact on the sharing of negative ewom, and consumers are more likely to have innovation resistance when receiving negative ewom, so they are more likely to share negative ewom. However, customer loyalty can adjust consumers' resistance to new products. This study takes the process of consumers' acceptance and sharing of negative ewom as the research object, and provides some enlightenment for the academic and practical circles. Theoretically, it provides empirical support for the importance of customer loyalty in influencing consumers. When consumers' resistance and loyalty to innovative products exist at the same time, consumers are more willing to adhere to the loyalty to products. In addition, innovation resistance as an intermediary has a certain impact on the process of consumers' acceptance and sharing of negative ewom, which also provides a certain reference for the follow-up research. From a practical point of view, the above conclusions can help enterprises better understand the psychological process of consumers' acceptance and sharing of negative ewom, and provide new management implications for the development and marketing of new products.

ABSTRACT. In marketing management, the introduction of new products to meet the dynamic market demand is one of the important means for enterprises to establish competitive advantage. The purpose of developing new products is to expand and maintain the market. Therefore, the key for enterprises to gain competitive advantage through new product development strategy lies in whether their new products can be adopted by consumers. However, enterprises' new products are not always accepted by the market, and even multinational enterprises with strong R&D and marketing capabilities will face the dilemma that new products are not adopted by the market. How to improve the success rate of product innovation has become the focus of many researches. A key reason for the low success rate of innovation is that consumers often experience a certain degree of resistance before adopting new products. It has a great hindrance to the diffusion of innovation and is the main reason for the failure of innovation.

Consumer innovation resistance is a unique situation in general resistance. It is often the individual's response to change. People believe that they have the power to control their behavior. Therefore, when this freedom of control is restricted, they tend to take a confrontational approach to protect their freedom, which is resistance. While innovation may bring benefits, if consumers are not enthusiastic about new products or services, they may resist, so innovation resistance seems to be a typical response of consumers to innovation. Innovation adoption and resistance are two endpoints of the innovation response continuum. This study defines innovation resistance as the negative reaction to innovation based on the general tendency of consumers to resist innovation before they evaluate new products, or the negative attitudes they have formed after evaluating new products.

In view of the significance of innovation resistance and adoption to enterprise management practice, this paper systematically sorted out the main factors influencing the adoption of new products by consumers on the basis of literature research, and made an in-depth analysis of the influence of innovation resistance and customer loyalty on the adoption process of consumer innovation. Specifically, the specific contents of this study can be divided into the following parts: (1) define the connotation of consumer resistance to innovation and divide the dimension of it, (2) explore the influence of different resistance types on consumer adoption, (3) examine the role of customer loyalty in this process.

This study adopts the questionnaire measurement as the research method, and 316 valid questionnaires were obtained. Based on regression model analysis, and using SPSS 21.0 and AMOS 21.0, the study analyzes the psychological processes and formation mechanisms that they either resist or adopt innovation by exploring users' attitudes towards smartphone application updates. The results showed that innovation resistance negatively affected innovation adoption, and consumers are more likely to adopt innovations simply under the influence of customer loyalty. In addition, the moderating effect of customer loyalty is different in that how the three dimensions of innovation resistance influence innovation adoption. From the perspective of affective response, when consumers become emotionally disgusted with innovative products, loyalty can hardly change their minds. When consumers' resistance to innovation comes more from cognitive evaluation or functioning, loyalty is more likely to change their resistance.

This study focuses on the psychological change process of consumers' adoption of innovative products, and provides some inspiration for academia and practitioners. From a theoretical perspective, it provides empirical support for the importance of loyalty in influencing consumers. When consumers' resistance and loyalty to innovative products coexist, consumers will psychologically prefer to choose loyalty. In addition, from the three dimensions of motivation, cognition and function, the division of innovation resistance also analyzes the psychological state of consumers from a special perspective, and provide some references for the follow-up research. From the perspective of practice, the above research conclusions can help enterprises better understand the psychological change process of consumers towards innovation, predict consumers' innovative product adoption behavior, and provide new management enlightenment for enterprises' new product development and marketing.

ABSTRACT. The consumers’ concerns of having a flawless skin which is a never ceasing trend in the cosmetic industry and global cosmetic brands have introduced new products with innovative technologies for the market opportunities. Based on previous studies in the cosmetic research, this study aims to examine consumer’s values for buying innovative products in the cosmetic industry. Further, we will explore the relationship between values, attitudes, and behavioral intentions in the context of innovative cosmetic products. This research presents clear evidence that a product using innovative technologies may influence consumers’ attitude and purchase intentions.

ABSTRACT. The product innovation has now become a substantial part of cultivating customers' loyalty, and digital shopping has enabled customers to meet a wide range of these innovative products. In general, product innovation plays an essential role in the success factor, but some product categories are hard to make subsequent radical innovations in the product itself, such as cosmetics. Nevertheless, digital retailers in the beauty industry try to capture this opportunity in product innovation continuously. Given that highlighting the role of offline stores as a communication channel for reducing their perceived risks is vital in the beauty industry, innovative products also may well warrant further attention in terms of cross-channel effect. In this vein, there is still a need to extend prior studies by investigating the relationship between offline stores and digital purchase behavior in an innovative product context. Moreover, previous research regarding product innovation and consumer behavior has focused on the effect of consumers’ adoption behavior rather than repeat purchase. Note that repeat purchase is one of the critical behavioral outcomes to observe in digital marketing since the repeat purchase is the first step for inspiring consumers to advocate on the brand. This is where we aim to fill the gap in the literature by empirically examining the consumers’ repeat purchase of innovative products, focusing on the influence of offline stores. To be specific, using new customers’ purchase data from the leading digital beauty retailer of which products are also available in the offline stores, we propose and test the hypotheses addressing the following research questions. First, how do offline stores affect innovative product repeat purchases? Second, in which the product of first purchase behavior exerts on repeat purchase? Third, do adoption channels (i.e., online and mobile channels) impact differently on repeat purchases? This research provides three contributive findings. First, we find the effects of offline stores on repeat purchases in innovative products. The number of offline stores expedites the repeat purchase as an experiential platform whereas, an increment of offline stores cannibalizes the digital shoppers’ repeat purchase behavior. These relationships also vary the interaction between the density and increment of offline stores across the regions. Second, this research, by considering first purchase behavior, extends our understanding of customer retention strategy regarding the innovative products. Given the complex process in between adoption behaviors and the duration of repeat purchases, customers who bought niche products are more likely to repeat their purchase than those who bought the innovative products. In addition, concerning the products’ price bought in the first purchase, customers who bought pricy products are more likely to repeat their purchase. Third, results provide insights in terms of channel management investigating the accelerative effects of channel type for adoption on repeat purchases. Specifically, mobile adoption is correlated with an increased likelihood of repeat purchases in the digital channel.

ABSTRACT. This research uses a practical attempt to explore further determinants of consumer behaviour needs to be considered in modern TAM’s. Based on This study applies a qualitative and a quantitative method. On the one hand, qualitative data was collected with the World Café approach and on the other hand, the quantitative data was collected by an online-survey, resulting in an effective sample of 126 respondents. The findings show that consumers attitude towards self-driving cars is positive and negative. Those descriptive variables for the context of autonomous driving have to be identified as a first step. Conclusively, implications and future research topics are presented.

ABSTRACT. Innovation is crucial for companies to meet consumer expectations. However, no empirical explanation exists on how consumers react when a traditional product is innovated, whether perceptions of change of authenticity influence purchase intention and perceived gain from the innovation and whether perceptions of traditionality impact perceptions of change of authenticity. This study will explore the above relationships as well as the moderating role of product knowledge and involvement. A questionnaire was developed (using the context of wine) and distributed in Australia. The innovation consisted in lowering the wine alcohol level. A sample of 500 respondents was obtained. The constructs were measured using nine response option likert scales with a range from (1) strongly disagree to (9) strongly agree, in order to ensure scale variance and were analysed using AMOS (SEM). Each of the hypotheses was analysed using the complete path model, other than only the constructs involved, as this allows for the nature of the relationships between traditionality, change of authenticity of the product, perceived gain and purchase intention to be explored simultaneously. Results indicated that change in authenticity had a significant and negative impact on perceived gain and purchase intention. Moreover, data confirmed that traditional products evoke feelings similar to those aroused by something regarded as authentic as the more traditional a product was perceived to be, the higher the change of authenticity after the innovation.

ABSTRACT. This research aims empirically examine the effect of opinion leadership on one’s susceptibility to social influence, which eventually affects one’s adoption behavior, and how these relationships vary with gender in new product adoption. We collected data based on a survey with young consumers regarding new consumer electronics adoption. Hypotheses were tested based on an overall structural equation modeling and multisample analyses. This research finds that opinion leaders are more sensitive to influence from others when the mechanism of status competition (SC) is at work. Moreover, although consumers who are more susceptible to normative social influence (NSI) adopt new products later than others, those who are more susceptible to SC are more likely to adopt earlier. The results also provide evidence of gender differences. Specifically, female leaders are more susceptible to SC, whereas male leaders are less sensitive to informational social influence (ISI). Furthermore, the effects of susceptibility to NSI and SC on adoption behavior are both stronger for women than for men. The overall structural model predicts the interesting interplay of individual influence and susceptibility, as well as their joint effect on adoption behavior. This research provides deeper insights into the dynamics of the influence mechanisms at work for each gender in new product adoption.

ABSTRACT. Research Background: Innovation is the core strategy for corporate development. In the same vein, companies strengthen their market competitiveness through innovation. Consumer demand for state-of-the-art technology products, in particular, continues to grow with the lifecycle of newly developed products becoming ever shorter. 3D printing technology proposes some differentiated approaches from the existing production methods, bringing innovation to the manufacturing and consumption culture. Nike and Chanel have launched items produced with 3D printing technology. In the near future, 3D printing technology will be used in the fashion industry more widely. Research objectives & method: The objectives of this study were as follows. Identifying the effects of design innovation attributes on customer value and purchase intentions in developing fashion items using 3D printing technology are investigated. For data, 180 samples were collected, and prior knowledge, purchase intentions, customer values, design values and design innovation attributes were measured. SPSS 18.0 and AMOS 18.0 were used to analyze the data. Research results: The results are as follows. First, aesthetic attributes and ergonomic attributes significantly affected customer values. Second, customer values had significant effects on purchase intentions. This finding suggests that design innovations that draw on 3D printing technology leads consumers to perceive diverse aspects of design values, and thus, influence customer values. The present findings will serve as important reference data for companies and start-ups planning product innovations, and provide significant empirical data to companies developing products with 3D printing technology.

ABSTRACT. Marketing has changed forever since it began tapping into customers as source of information. In today’s marketplace every opinion counts and every view should be looked at for its worth. Thanks to information and communication technologies, consumer participation is at the highest level and this is transforming the world of marketing. Global participation through technology provides consumers new opportunities to directly engage, influence, conceive, shape, build, and co-create products, platforms, processes, services, business models, and brands. The extended digital reach and access have enabled customers to play the role of marketers, have empowered startups and established brands to seize opportunities to create new products and services and encourage customers to participate in the process. Innovation, fundamentally, is about discovering and creating new value for customers. Therefore, “customer” is an integral part of any business and marketing innovation. To succeed, businesses need to understand the role of innovation in their growth and profitability. The challenge is to build an engine of growth, fueled by people and processes, that continuously innovates to grow the company and to maintain its competitive advantage. The purpose of this paper is to investigate the role of customer participation in marketing innovation activities, including marketing mix strategy decisions and implementation, and the evolvement of customer roles in innovation since the advent of information and communication technology. The paper maps out the future of customer participation in marketing and business innovation and how the enormity of customer knowledge and sentiment can be tapped to discover, create, and deliver customer value.

ABSTRACT. The study proposed a dual-path model to examine the relationship between customer perceived hotel innovativeness and customers’ interactivity, building the signaling theory. The model was tested with hotel customers from China. The findings suggest that customers’ perceived hotel innovativeness not only has a positive and direct impact on their interactivity, it also indirectly contributes to customers’ interactivity via two indirect paths, one featuring a cognitive-economic motivation pathway and the other featuring an affective-motivation pathway.

ABSTRACT. This study investigates the association between Food Neophobia and the intention of the consumers to buy fish farmed with insect-based flours, using as conceptual framework the Theory of Planned Behaviour by Ajzen (1991). The findings suggest that buying intention is strongly negatively influenced by the attitude of consumers toward fish fed with insect meals and that there is a negative relationship between attitude and both Food Neophobia and Food Technology Neophobia. This study offers consumers insights for managers who are willing to adopt insect-based flours in their production processes.