I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Purpose Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. Design/methodology/approach This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict. Findings Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention). Originality/value This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.

The Role of Consumer Pleasure Moderating the Effect of Content Marketing and Price Discount on Online Shopping Decision and Loyalty of Generation Z

The phenomenon of the covid 19 pandemics has changed consumer behavior, especially Generation Z who are proficient with social media, but there needs to be a trigger to want to shop at the marketplace. The purpose of this research is to find out empirically about the role of online shopping as mediation, the effect of content marketing, and price discounts on loyalty. consumers, as well as testing consumer pleasure as a moderator. This study uses a population of students who have shopped online at least 3 times using a sample of 100. Using the incidental sampling technique, you are ready to fill out the google form link. The results of this study found that online shopping has a positive effect on consumer loyalty, but online shopping needs encouragement from content marketing and price discounts that make consumers interested. The finding from moderation is that consumer pleasure weakens the effect of content marketing on online shopping, although not significantly. Meanwhile, consumer pleasure strengthens the effect of price discounts on online shopping, although it is not significant. Based on this research, it is proven that discounted prices are more attractive to consumers because they can perform efficiently during this pandemic.

Price Discounts and Consumer Load-Shifting Behavior in the Smart Grid

This paper studies the impact of consumers' individual attitudes towards load shifting in electricity consumption in an electricity market that includes a single electricity provider and multiple consumers. A Stackelberg game model is formulated in which the provider uses price discounts over a finite number of periods in order to induce incentives for consumers to shift their peak period loads to off-peak periods. The equilibrium outcomes are investigated and the analytical results are derived for this type of market, where not only the response behaviors of independent consumers are diverse but also an individual consumer's valuation of electricity consumption varies across periods. The obtained results demonstrate that consumer sensitivities to price discounts significantly impact price discounts and load-shifts, which are not necessarily monotonic. The authors also observe that a diverse market leads to lower peak-to-average values and provider payoffs compared to a homogenous market unless the latter one is composed of consumers with relatively lower inconvenience costs during the peak periods.

Longitudinal geo-referenced field evidence for the heightened BMI responsiveness of obese women to price discounts on carbonated soft drinks

There is increasing interest in the effect that food environments may have on obesity, particularly through mechanisms related to the marketing and consumption of calorie-dense, nutrient-poor foods and sugary beverages. Price promotions, such as temporary price discounts, have been particularly effective in the marketing of carbonated soft drinks (CSDs) among consumers. Research has also suggested that the purchasing behavior of consumer groups may be differentially sensitive to price discounts on CSDs, with obese women particularly sensitive. In addition, the intensity of price discount in a person’s food environment may also vary across geography and over time. This study examines whether the weight change of obese women, compared to overweight or normal BMI women, is more sensitive to the intensity of price discounts on CSDs in the food environment. This study used longitudinal survey data from 1622 women in the Montreal Neighborhood Networks and Health Aging (MoNNET-HA) Panel. Women were asked to report their height and weight in 2008, 2010 and 2013 in order to calculate women’s BMI in 2008 and their change of weight between 2008 and 2013. Women’s exposure to an unhealthy food environment was based on the frequency in which their neighborhood food stores placed price discounts on CSDs in 2008. The price discount frequency on CSDs within women’s neighborhoods was calculated from Nielsen point-of sales transaction data in 2008 and geocoded to participant’s forward sortation area. The prevalence of obesity and overweight among MoNNET-HA female participants was 18.3% in 2008, 19.9% in 2010 and 20.7% in 2013 respectively. Results showed that among obese women, exposure to unhealthy food environments was associated with a 3.25 kilogram (SE = 1.35, p-value = 0.02) weight gain over the five-year study period. Exposure to price discounts on CSDs may disproportionately affect and reinforce weight gain in women who are already obese.

Spatiotemporal effects of proximity to metro extension on housing price dynamics in Manhattan, New York City

Investment in public transportation such as a metro line extension is often capitalized partially into housing values due to the spatiotemporal effects. Using housing transaction data from 2014 to 2019, this paper studies the Second Avenue Subway or Q-line extension in New York’s City’s Manhattan borough. Multiple metro station catchment areas were investigated using spatial autocorrelation-corrected hedonic pricing models to capture the variation of housing price dynamics. The results indicate that properties in closer proximity to the Q-line extension received higher price discounts. The effect varied by occupancy type and building form: condominiums experienced the highest price discount, while walk-up and elevator co-ops experienced a price premium. After controlling for location variations, we observed price discounts on the westside and price premiums on the eastside of the Q-line. Residential properties within 150 m west to the Q-line extension received the highest price discount post operation, while on the eastside, properties in the same proximity received the highest price premium. The anticipation effect varies by distance to metro extension stations, both before and after the operation of metro line extension. We discuss the disruption of metro construction on the housing market depending on housing type, location variation, and changes over time.

The moderating role of mobile promotion during current and subsequent purchasing occasions: the case of restaurant delivery services

Purpose This study aims to explore the moderating outcomes of mobile promotions in three parts. First, Study 1 is conducted to discover the moderating effect of mobile promotions when consumers initially purchase a restaurant service. Second, Study 2 investigates how the promotion level during subsequent purchasing events moderates the relationship between attitudes toward selecting a restaurant brand (ATRB) and repurchase intentions. Third, the study compares mobile promotion effects between the initial purchase stage and subsequent purchase state. Design/methodology/approach Two studies are conducted to test the hypotheses. Using a longitudinal survey, Study 1 demonstrates the moderating role of mobile promotions (M-promotions) during the initial restaurant choice stage (T). Study 2 extends these findings to the reordering stage (T+1). Findings The results of Study 1 show that price discounts are much more impactful than free delivery when food quality and online reviews are positive. Study 2 shows that price discounts have more substantial effects than gifts at time T+1 when ATRB is positive. The findings are relevant to both scholars and managers, adding insights to discussions on promotions arising from the evolution of consumption experiences. Research limitations/implications Promotions differ in financial value; hence, comparisons of promotional packages may vary during subsequent purchase states, helping to explain subsequent promotion stages and enabling scholars to understand their impact on the food reordering context. Originality/value The fact that no empirical studies have examined the roles of M-promotions during subsequent purchasing stages constitutes a significant gap in extant promotion research. Therefore, this study seeks to fill this gap by providing robust evidence to demonstrate these effects and related temporal mechanisms. Additionally, although the literature on promotion is used mostly in cross-sectional studies, this study addresses a common challenge to reveal dynamics of promotion levels during subsequent consumption periods.

Allocation discretion, price discounts and returns in Turkish initial public offerings

Purpose This study aims to investigate whether underwriters exercise their allocation discretion to offer favorable discounts to institutional investors. Design/methodology/approach The research covers 173 offerings at Borsa Istanbul between 2010 and September 2021. Two hypotheses related to allocation discretion are developed and tested by means of probit, ordinary least squares and two-stage least squares regressions. Heckman selection regressions are used for robustness tests. Findings Allocation discretion is catered toward institutional investors who account for more than 56% of all initial allocations adjusted by gross proceeds. Close to 84% of all gross proceeds come from offerings that allocation discretion is exercised. These discretionary offerings are sold with larger price discounts, yet provide lower initial returns, while evidence points to reallocation to retail investors due to weak demand from institutional investors. Research limitations/implications Despite using the population of firms in the research period, the sample size is small relative to more developed markets. The research period cannot be extended because allocation discretion is allowed in 2010. Practical implications The research highlights the importance of institutional and foreign investors to the equity markets. This issue is relevant due to the ongoing flight of foreign investors from emerging economies and the increasing participation of small investors in the stock markets. Social implications The study cautions retail investors against greater (re)allocations by underwriters who may seek to compensate for the loss of their foreign investor base and urges policymakers to regain foreign investors. Originality/value To the best of the authors’ knowledge, this is the first research paper to use actual discounts disclosed in the prospectus to test the predictions related to allocation discretion. The study also contributes to the emerging markets literature by documenting allocation practices of the Turkish underwriters for the first time.

US Consumers’ Perceptions of Raw and Cooked Broken Rice

Rice supplies about 20% of the calories to the world’s consumers. Milling removes the outer husk and bran, breaking about 20% of the rice kernels during the milling process that equates to almost 100,000,000 tons of rice annually. Broken rice is discounted in price by almost half or relegated to non-human consumption. This study seeks to understand why this large percentage of rice production is discounted for human consumption. Consumers who routinely consume rice evaluated raw and cooked rice with 5%, 10%, 20%, 30% and 40% levels of brokens. Sensory analysis indicated the appearance of raw rice with high levels of brokens affected the price consumers were willing to pay. Panelists were not able to discern sensory differences amongst cooked rice samples with different brokens percentages despite an eight-fold difference in brokens (p < 0.01). From this, we concluded that the price discounts imposed on broken rice are not because of perceived differences in the eating quality of cooked rice. Overall impression and overall texture were the two most significant determinants in willingness to purchase rice. The five cooked-rice samples with different levels of broken rice inclusion did not differ in terms of willingness to purchase.