...Zhifen Xu; Yixuan Hou Purpose As consumer motivations for purchasing prepared dishes shift from efficiency-driven to value-driven, marketers need to understand how strategic alignment between brand image and product type influences purchase decisions. This study aims to examine how matching brand...

... affects consumer response in this context. This study offers a nuanced exploration of how host accent (strong regional accent vs. Standard Mandarin) influences product evaluations in the context of live-stream e-commerce, as well as addressing the moderating factors of product type (local specialty vs...

...) and product type (hedonic vs. utilitarian). Design/methodology/approach Grounded in schema theory, this study tests the research hypotheses through two online scenario-based experiments. The experiments manipulate scarcity type (natural scarcity vs. constructed scarcity) and product type (hedonic vs...

...Qiang Xu; You Song; Menglin Li Purpose With cultural heritage increasingly integrated into product design, metaphors have become a key means of conveying cultural and symbolic value. This study investigates how the alignment between metaphor type and product type influences brand status...

... and product type when adopting co-streaming formats. For female audiences, pairing male streamers with female assistants may evoke jealousy and weaken parasocial bonds, especially for high appearance-enhancement products; solo- or same-gender streaming may be preferable. For male audiences, co-streaming can...

... livestreaming. Based on risk perception theory, this study aims to examine how streamer personality and product type together influence consumer purchase intentions for NEPs . Design/methodology/approach Three experiments were conducted across different cultural contexts. Study 1 (N = 240, China...

... (SOR) framework. It examines the moderating role of product type (utilitarian vs. hedonic), seeking to uncover the dynamic interactions among “people-goods-scene” in real-time interactive consumption scenarios. Design/methodology/approach Three behavioral experiments (total n = 800) were...

...Tong Wang; Mabel C. Chou Purpose This study aims to explore the strategic decisions manufacturers make when balancing the abilities of live-streamers against the extra value and hassle costs they create for consumers across various product types. Design/methodology/approach The research...

... relevance and product type. Design/methodology/approach This paper distributed no fewer than 600 questionnaires to gather data from the virtual brand communities of sneakers, which are utilitarian products, and smartphones, which are hedonic products. This paper tested the proposed hypothesis using AMOS...

... the mediation effect of perceived brand competence (PBC) and perceived brand warmth (PBW), as well as the moderating effects of product type and consumer self-esteem (CSE). Design/methodology/approach This study builds on signal theory and the stereotype content model to theorize the mediating role of PBC...

... in the literature, this paper examines the effect of consumption in China. It introduces a new perspective, consumption frequency (ordinary vs extraordinary), to investigate the interactive effect of consumption frequency (ordinary vs extraordinary) and product type (material vs experiential) on happiness...

..., brand fans effect as the dependent variable, consumer positive emotion as the mediating variable and product type (experience vs search) as the moderating variable. Findings The results show that DHA characteristics positively influence brand fans effect and consumer positive emotion, consumer...

... studies were conducted in this research: The first study explored the effect of envy on impulsive consumption; the second study explored the moderating effect of self-monitoring and the mediating effect of materialism; the third study explored the moderating effect of product type and the fourth study...

... independent and dependent variables. Findings – The findings suggest that sales promotion technique preferences will have an impact on consumers' behavioural intention and purchase satisfaction for all the product types studied. On the other hand, there is no significant impact in consumers' purchases...