...Li Cui; Huayin Jin; Hepu Deng; Ke Yan Purpose This study investigates what affects consumers' purchase intention of agricultural products in live streaming e-commerce in China. Design/methodology/approach A conceptual model is developed using signaling theory and stimulus-organism-response...

...YoonHyung Huh; Yang Xu; EunHa (Lena) Jeong Purpose This study explores the effectiveness of co-branding as a strategic tool to promote consumer acceptance of upcycled food, a novel solution for reducing food waste. Drawing on signaling theory and prospect theory, the study investigates whether co...

...Xiangzhen Nie; Weibing Max Zhao; Jieqi Guan Purpose This study conducts a systematic review of research on restaurant menus and uses a detailed analytical framework to examine how these menus are developed. It incorporates insights from the multi-level perspective (MLP) and signaling theory (ST...

...) where customers place blame in the case of service failures with third-party food delivery (i.e. the platform or the restaurant) and (2) does this depend on the type of service failure? Drawing on blame attribution theory, signaling theory, and an exploratory study, we demonstrate that customers...