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Social network platforms as ubiquitous media in our today lives are the venue of many everyday activities including purchasing products and services. This study set out to explore key strategic factors of online consumer purchase behavior in social network platforms. ISM methodology is used for comparing the variables that are extracted from the Delphi technique and confirmed by the experts. To collect the data, a questionnaire was developed and distributed among a limited sample of experts in microeconomics, social networks marketing and consumer purchase behavior to compare twelve factors. The findings revealed that 'Consumer engagement', 'Consumer's value perception' and 'Perceived risk' are placed at the level I. Thus, they would be positioned at the top of the ISM model. Meanwhile, findings show that 'Trust', 'Social influence', 'Social support' and 'Value co-creation' are the most important strategic variables of research. Thereafter, all linkage variables are strategic variables. This, in terms of MICMAC analysis, means such variables are significant and are worth the investment in the future based on the cross-impact analysis. The results of this study can be used for platform businesses to deepen the user engagement level and to lead the customers to purchase decision. Also future researchers can use the findings of this research to propose new models of user engagement in social network platforms or to investigate the relationship among the identified factors.

PurposeNon-vehicle operating carrier platform is a typical crowdsourcing logistics platform that has achieved rapid development in China in recent years, and the sustainable development of non-vehicle operating carrier platform is underpinned by a large and stable professional user group. The purpose of this paper is to understand what platform incentives are available and to explore the influence mechanism of these incentives on actual carriers’ continuous intention to participate in non-vehicle operating carrier platform.Design/methodology/approachBased on organizational institution theory and behavioral motivation theory, the paper established the influence mechanism model of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. A total of 300 questionnaires were distributed by Road Transportation Management Bureau of Zhejiang Province and a third-party questionnaire survey platform, and 176 valid questionnaires were collected. The partial least squares structural equation modeling (PLS-SEM) method based on PLS estimation was used to analyze the data.FindingsThe results revealed that the platform incentives have a significant influence on actual carriers’ continuous participation intention. The influence of the reputation incentive is the most profound, ranking first. The influence of the resource incentive is second to that of reputation incentive, ranking second. The influence of the bonus incentive ranks third. The operating cost perception, social value perception and functional value perception have significantly mediating effect. Furthermore, the mediating effect of social value perception and functional value perception is significantly higher than that of operating cost perception.Originality/valueThis study revealed the influence mechanism of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. The relevant research results provided references for the establishment of platform incentive mechanism.

This research aims to determine the Chinese millennials' dominant value perception on their purchase intention of luxury fashion goods. A survey was used to analyse the importance of luxury values such as quality, uniqueness, self-expression, prestige, and brand image when purchasing luxury fashion handbags. Analytical hierarchy process (AHP) was performed to measure the priority of the values. The results indicate that self-expression (e.g. of self-image and aesthetic beauty) is the most dominant value for Chinese millennial participants when purchasing luxury fashion handbags, whereas the prestige value (i.e. the conspicuous presentation of a social identity) has less influence on their purchase intention. This research provides new insight into consumers' luxury value perceptions, consumers' luxury value priorities, and the influence of luxury values on consumers' purchase intention toward a luxury good. This study contributes to luxury fashion businesses and product developers a better understanding of the Chinese millennial consumers' luxury values, which can contribute to product design development and marketing strategies. This study's results were limited to five luxury values, and further research can draw additional results by evaluating other relevant values.

PurposeAlthough India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions.Design/methodology/approachA purposive sampling technique was employed to collect the data from young luxury fashion consumers. Statistical tests including confirmatory factor analysis, multi-group analysis and structural equation modeling were applied for data analysis.FindingsThe findings show that the conspicuous value is the most significant determinant of luxury purchase intention followed by the experiential value, susceptibility to normative influence and utilitarian value. The uniqueness value was found to have weak relationship with purchase intention. Furthermore, results revealed that the relationship between the luxury values and the luxury buying intentions does not vary significantly between male and female.Originality/valueThis is one of the first studies that provides meaningful insights to the academicians and marketing practitioners about why millennials buy luxury fashion brands in emerging markets like India.

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

PurposeIn the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation by the firm's employees in the service process. The purpose of this paper is to develop a theoretical model that represents environmental stimuli and value perceptions that contribute to service co-creation behaviour in an online network.Design/methodology/approachA total of 36 semi-structured interviews were conducted with members of two online programming communities – GitHub and Stack Overflow co-creators, with the data analysed using thematic analysis. The stimulus-organism-response model guided the development of the final model.FindingsSocial influence and trust are influential in actor value perceptions, including primary and network value, the interplay of which leads actors to co-production, supportive, and administrative behaviour. Environmental factors do not directly drive actors; rather it is the value that initiates and drives actors, which, by extension, initiates and drives the co-creation of services.Research limitations/implicationsThe service co-creation behaviour model provides a basis for future research in the co-creation and co-destruction context to model behaviours within the online network organisation setting and thereby enable improvement of such systems. This model can be operationalised in a network environment through design features.Originality/valueThis paper provides a rich understanding of environmental stimuli and value perception factors that contribute to the co-creation of services, and identifies different types of behaviours in dynamic online networks. This paper presents a new model of different types of behaviours emerging from actor participation in the co-creation process.

Behavioural economists have identified many psychological manipulations which affect perceived value. A prominent example of this is bundling, in which several small gains (or costs) are experienced as more valuable (or costly) than if the same total amount is presented together. While extensively demonstrated in humans, to our knowledge this effect has never been investigated in an animal, let alone an invertebrate. We trained individual Lasius niger workers to two of three conditions in which either costs (travel distance), gains (sucrose reward), or both were either bundled or segregated: (1) both costs and gains bundled, (2) both segregated, and (3) only gains segregated. We recorded pheromone deposition on the ants’ return trips to the nest as measure of perceived value. After training, we offer the ants a binary choice between odours associated with the treatments. While bundling treatment did not affect binary choice, it strongly influenced pheromone deposition. Ants deposited c. 80% more pheromone when rewards were segregated but costs bundled as compared with both costs and rewards being bundled. This pattern is further complicated by the pairwise experience each animal made, and which of the treatments it experiences first during training. This demonstrates that even insects are influenced by bundling effects. We propose that the deviation between binary choice and pheromone deposition in this case may be due to a possible linearity in distance perception in ants, while almost all other sensory perception in animals is logarithmic.

Whereas the ability to prioritize important information in memory remains preserved with age, it is still unclear how subjective value may interact with emotional valence to impact memory. The present study examined the interaction of value and valence in memory selectivity among younger and older adults. A sample of 24 younger (aged 17-29; 20.13 ± 2.54) and 24 older adults (aged 65-79, 70.13 ± 4.47) ranked valenced (positive and negative) and neutral words based on their subjectively perceived value/importance for memory. They then completed a value-directed remembering task, studying the same set of words paired with their assigned values, with a goal to maximize value points accrued in a subsequent word free recall task. Next, they completed a cued recall for values assigned to the words. Mixed-model analyses of variance were conducted on value assignment, word free recall, and cued value recall performance. Positive words were assigned a higher value/importance than negative or neutral words. Items assigned a higher value were better recalled and likely to be recalled first, an effect that tends to be larger for older than younger adults. Older adults generally face specific challenges recalling schema-inconsistent high values originally assigned to negative words, an effect absent in younger adults. The results suggested that valence can direct value assignment and, in turn, interact with the assigned value to guide memory selectivity. Relative to younger adults, older adults appear more likely to rely on a \"positive is more valuable than negative\" schema to guide value retrieval. Si la capacité à hiérarchiser les informations importantes en mémoire semble préservée avec l'âge, le rôle de la valeur subjective et de sa possible interaction avec la valence émotionnelle sur la mémoire reste à clarifier. La présente étude a examiné l'interaction de la valeur et de la valence dans la sélectivité de la mémoire chez des adultes plus jeunes et plus âgés. Un échantillon de 24 adultes plus jeunes (âgés de 17 à 29 ans; 20,13 ± 2,54) et de 24 adultes plus âgés (âgés de 65 à 79 ans, 70,13 ± 4,47) ont classé des mots à valence positive, négative et neutre selon la valeur ou l'importance qu'ils leur attribuaient subjectivement pour la mémoire. Ils ont ensuite effectué une tâche de mémorisation axée sur la valeur, en étudiant la même série de mots associés à leur valeur, dans le but de maximiser les points de valeur accumulés lors d'une tâche ultérieure de rappel libre de mots. Ensuite, ils ont effectué un rappel indicé des valeurs attribuées aux mots. Des analyses de variance à modèle mixte ont été réalisées sur les performances en matière d'attribution de valeurs, de rappel libre de mots et de rappel de valeurs. Des mots à connotation positive se voyaient attribuer une valeur/importance supérieure à celle des mots négatifs ou neutres. Les éléments ayant une valeur plus élevée étaient mieux retenus et rappelés plus tôt, un effet qui se manifeste davantage chez les adultes plus âgés que chez les plus jeunes. Les adultes plus âgés rencontrent généralement des difficultés particulières à se souvenir des valeurs élevées incohérentes avec le schéma, initialement attribuées aux mots à connotation négative, un effet qui était absent chez les adultes plus jeunes. Les résultats suggèrent que la valence peut orienter l'attribution de valeur et, à son tour, interagir avec la valeur attribuée pour guider la sélectivité de la mémoire. Par rapport aux adultes plus jeunes, les adultes plus âgés semblent plus susceptibles de s'appuyer sur un schéma selon lequel « le positif est plus précieux que le négatif » pour orienter la récupération des valeurs. Public Significance Statement The results suggest that emotional valence can direct and interact with subjectively perceived value to further guide memory selectivity to prioritize more valuable information among younger and older adults. Importantly, the results suggest that older adults' memory representation is shaped by such a schema as \"positive is more valuable than negative.\" Goal-directed memory may inform the development of age-appropriate learning/memory strategies.

The promotion and use of green products is an important way to improve the living environment and reduce resource consumption and waste. Green products often have higher prices than general products due to its green attributes. According to the signal theory, purchasing green products can effectively convey the pro-social signals of the consumers. Therefore, based on the price premium characteristics of green products, this study constructed a theoretical and quantitative research model of the public’s WTP (willingness to pay) a price premium for green products and conducted an in-depth study on the consumers’ acceptability of premium for green products. A total of 991 valid questionnaires were analyzed, and the following results were obtained: (1) The public’s WTP a price premium for green products was generally low, with only 30.1% of respondents. (2) The influencing factors of the WTP a price premium for green products were conditional value>green value>functional value>value expression form>price importance. Economic factors were still the main reason that hinders the public’s WTP a price premium for green products. When the premium conveys public’s pro-social and pro-environmental signal characteristics, it could effectively improve the public’s acceptability of premium for green products. (3) The public’s WTP a price premium for green products varied with marital status, education level, working years, monthly income, and occupation characteristics. The public who were married, had a master’s degree or above, and had worked for 1 year or less and whose disposable monthly income was more than 50,000 yuan and whose occupation was engineers and technicians had the highest WTP a price premium for green products. (4) Policy guidance and media publicity had a positive moderating effect on the path of influencing factors on the WTP for green products. On this basis, this study proposes to deepen the exemplary leading role of the government and attach importance to the education and publicity function of green consumption consciousness. Enterprises should give full play to the influence of reference groups, highlight the value of green products, and popularize green products through appropriate price discount activities, so as to promote the public to participate more actively in the purchase of green products. At the same time, it can also provide reference and enlightenment for the formulation of relevant policies.

Purpose This study aims to explore the relationship between consumers’ religiosity, their perceived functional, individual and social value of luxury and their luxury purchase intention. Design/methodology/approach The proposed relationships were explored in an intercultural setting by using samples from two considerably different cultures, Saudi Arabia and India. The identified constructs were measured by adapting the established scales. Statistical tests including exploratory factor analysis, multi-group confirmatory factor analysis and covariance-based structural equation modeling were applied to test the conceptual model and research hypotheses. Findings The results show that religiosity is not found to be negatively related to luxury purchase intention in both samples. Moreover, it was found that the functional and social values produce positive mediating effects, whereas the individual values (materialism, hedonism) of luxury products negatively mediate the relationship between religiosity and consumer purchase intention. Practical implications This research suggests that a non-traditional strategy may be effective to market luxury goods to religious consumers such as suppressing the materialistic aspect to focus on the quality and functionality aspects of the products. Originality/value The role of luxury value perception as a mediator between religiosity and luxury purchase intentions has not been studied in the previous researches to the best of authors’ knowledge, and is therefore, the unique contribution of this study. This research addresses the gap in the existing body of knowledge by probing how religiosity effects perceptions of luxury value and resultant luxury purchase intention.