PurposeFrom a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on their tendencies toward inconspicuous consumption, based on the resource conservation theory and the model of "Sensitivity about Being the Target of a Threatening Upward Comparison." (STTUC)Design/methodology/approachFour studies were conducted in this paper. Studies 1a and 1b tested the main hypothesis that being maliciously envied (vs benignly) can increase consumers' inconspicuous consumption of luxury products and luxury hotel experiences. Study 2 replicated this finding and examined the mediating role of social anxiety. Study 3 investigated the moderating effect of ideal self-congruity (low vs high).FindingsThe findings reveal that being maliciously envied (vs benignly) is associated with higher levels of inconspicuous consumption and social anxiety acts as a mediating role. Moreover, when individuals have a strong sense of ideal self-congruity, the positive impact of being maliciously envied (vs benignly) on inconspicuous consumption is further amplified, confirming the moderating role of ideal self-congruity.Originality/valueThis study sheds light on a novel mechanism that elucidates how different types of being envied influence consumers' inconspicuous consumption and the conditions under which this impact is heightened.
PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named "Youcam Makeup" as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.
PurposeThis study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform for companies, and provide management enlightenment for corporate development.Design/methodology/approachData were collected from 329 online participants and analyzed using structural equation modeling and hierarchical regression.FindingsPerceived usefulness and ease of use have a significant influence on customer sensory experience and behavioral experience in the metaverse. Sensory experience mediates the influence of perceived usefulness and availability on behavioral experience. Social presence positively moderates the influence of both usefulness and ease of use on sensory and behavioral experience. In other words, perceived usefulness and perceived ease of use in the metaverse situation affect sensory experience through social presence, and then affect behavioral experience.Originality/valueThis research clarifies the effect of usefulness and ease of use on customer sensory and behavioral experience. It confirms the positive moderating role of social presence and the mediating role of sensory experience in the influence pathway between perceived usefulness, ease of use, and behavioral experience. From the perspective of management, this study provides theoretical support for the positive impact of corporate metaverse platform building on customer brand experience in the future, and provides impetus for companies to pay attention to improving the usefulness and ease of use of their metaverse platform.
Purpose The purpose of this paper is to understand how market uncertainty affects sustainability management for long-term survival and growth.
Design/methodology/approach Structural equation modeling is applied to evaluate the research model using data from a survey of 210 firms in China.
Findings Empirical findings show that market uncertainty encourages entrepreneurship, which is an impetus for sustainability management. Economic and environmental responsibility positively affects balanced scorecard, but social responsibility does not.
Research limitations/implications The study results show that economic and environmental responsibility is essential for success, but social responsibility appears to lack effect. Therefore, future research might further explore why social responsibility fails to enhance corporate performance.
Practical implications When firms consider sustainability management for long-term survival and growth, they should not only strive to grow regional economic benefits but also adhere to environmental regulations and protect the local ecosystem.
Originality/value This study observes how market uncertainty, entrepreneurship and corporate sustainability (economic, environmental and social responsibility) affect the overall performance of firms in China.
