Dr Fred Chao

In service-intensive industries, the main product is customer experience. Customer experience may be enhanced through the use of derivative works, a powerful marketing strategy, and experience intensification. The aim of this study is to examine the influence of customer experience on the intention to purchase derivative works and the mediating effect of experience intensification. A self-administered questionnaire was used to collect data, with 326 valid questionnaires returned. Structural equation modelling was used to test the conceptual model. The results suggest that Schmitt's five strategic experiential modules influence experience intensification and customers' intention to purchase derivative works to different degrees. Additionally, customers with a higher level of experience intensification are more likely to purchase derivative works, and, importantly, intensification strengthens the influence of customer experience on the intention to purchase derivative works. By combining tangible (derivative works) and intangible (customer experience) products and viewing the outcomes of customer experience as a series of responses, ranging from experience intensification to the intention to purchase derivative works, this paper contributes to the consumer experience literature. This study offers insights for managers to enhance the various dimensions of customer experience and optimise derivative work marketing strategies through experience intensification. This study is the first to investigate the role of derivative works in experiential marketing and the mediating role of experience intensification in the relationship between customer experience and purchase intention.

Live stream marketing through social media has attracted the attention of digital retailing marketers in recent years. However, there is a lack of evidence in understanding the influence of in-store live stream on offline purchase intentions. This study aimed to investigate the influence patterns of environmental stimuli on consumers' intention to purchase offline/in-store after watching an in-store live stream session. The Stimuli-Organism-Response (SOR) model was employed as the theoretical framework, and a structured questionnaire was used to collect data from individuals who had previous experience with in-store live stream marketing. Structural equation modelling was then applied for data analysis, with a total of 234 valid responses. The findings revealed that environmental stimuli have a significant positive effect on consumers' intentions to make in-store purchases, and the attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they will make an in-store purchase. The novelty of this research lies in its investigation of the impact that live stream marketing has on offline or in-store shopping experiences. This contrasts with the majority of existing live stream studies, which focus on consumers' online shopping experiences. In addition, this study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.

Electrified vehicles have become a solution to greenhouse gas emissions. However, the diffusion of this sustainable transportation is slow, and consumer innovativeness is suggested to have a weak predictive power on electrified vehicle adoption. The aim of this study was to understand how consumer innovativeness and involvement may affect customers' electrified vehicle purchase behavior. The results indicate that consumer innovativeness has less ability to predict electrified vehicle adoption. This finding offers insights for the formulation of marketing strategies on facilitating electrified vehicle adoption, which should focus on highly involved consumers with a high level of consumer innovativeness. This study highlights the importance of the role of personality traits and supports the proposition that of distinction between consumer innovativeness and involvement. This study focuses on the role of personality traits on consumers' actual electrified vehicle adoption behavior rather than purchase intention.

© 2017, © Emerald Publishing Limited. Purpose: Academic research and consumer polls often report strong consumer support for environmentally responsible products (ERPs), and yet the proportion of sales they account for is often comparatively small. The purpose of this paper is to address one of the p urported reasons behind this "attitude-behaviour gap" by measuring the influence of six relatively untested factors on consumer attitudes towards environmentally responsible clothing (ERC). Design/methodology/approach: This study employed a consumer household sample. It also used a quantitative survey approach to collect its data and structural equation modelling to analyse it. Findings: Of the six factors, four were found to have a significant influence on consumer attitudes: altruism, status enhancement, perceived consumer effectiveness (PCE) and happiness. Originality/value: Altruism, environmental concern, PCE and self-identity have consistently featured in other environmental contexts, but less so in the specific context of ERC. Happiness and status enhancement have yet to appear in any study relating to the purchase of ERPs.

Purpose ¿ While the internet has emerged as a retail force to be reckoned with, its' success is dependent, at least in part, on other promotional tools. One such tool is permission e-mail marketing (PEM). Operating within the framework of the Technology Acceptance Model (TAM), the purpose of this paper is to explore the influence of PEM on the perceived value derived from internet shopping. Design/methodology/approach ¿ Data were collected through an online survey in Melbourne, Australia. Utilising a sample of 338 consumers, the resulting data were analysed using structural equation modelling. Findings ¿ The results of the study indicate that PEM positively influences the perceived usefulness, ease of use and enjoyment derived from shopping online. Furthermore, it also serves to reduce the perceived risk. PEM serves as an important extension of the TAM, with the findings from this study highlighting not only what the sources of online shopping value are, but also how they can be influenced. Research limitations/implications ¿ The limitation applies to the research context in which the study was carried out ¿ fashion shopping. Practical implications ¿ The study confirms the importance of PEM and highlights to retailers that they have another important tool at their disposal. Originality/value ¿ This study highlights the importance of PEM and support the proposition that its key source of value lies in providing information that the consumer wants. Such relevance is the key of distinction between PEM and SPAM. Despite the rapid growth of internet shopping in Australia, very few online shopping studies have been conducted in an Australian context. This study helps to address such an oversight.

This paper draws on the consumer innovativeness literature to examine the relationship between existing vicarious innovativeness scale and other forms of consumer innovativeness scales and its role on predicting new product purchase intentions in Australia and China. This study found that existing vicarious innovativeness scale is negatively associated with other forms of consumer innovativeness. Contrary to a significant body of academic research, this study demonstrates the ability of the existing vicarious innovativeness scale in predicting new product purchase intentions rather than new product adoption behaviour. The results have important implications by validating the existing vicarious innovativeness scale in a cross-cultural context. The results of this study question the existing vicarious innovativeness scale that it should only be considered as a measurement for vicarious learning. Instead, further research should seek additional sources of both innovators' and imitators' new product information acquisition in order to develop a proper scale to better measure vicarious innovativeness.