The Influences of Live Streaming Affordance in Cross-Border E-Commerce Platforms

Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.

The Influences of Live Streaming Affordance in Cross-border E-commerce Platform

Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.

Analisis Perilaku Konsumen Usia Muda di Kota Bogor dalam Mengonsumsi Susu dan Produk Olahannya di Masa Pandemi Covid 19

During the COVID-19 pandemic, people are started to consume foods that are highly nutritious to increased their immunity, one of them is by consuming milk and its processed products like kefir, yogurt. Milk is one of the foods favored by the community because it is rich in health benefits. The demand for this product is also increased every year. Consumer behavior was always changing along with consumer needs that follow the conditions and developments of the times. Consumers will choose products with good quality and ful fill what their needs, as well as dairy products. This study aims to analyze consumer decisions in consuming milk and its processed products in the Bogor city area during the covid 19 pandemic. The research was carried out with the stages of determining respondents, identify factors that influence consumer behavior, collecting and analyzing data. Respondents are people who live in Bogor City with an age range of 20 to 30 years purposively as many as 108 respondents. Data processing and analysis was carried out using the Spearman rank correlation test to determine the relationship between knowledge and situational variables on the decision to consume milk and its processed products. The results showed that the level of knowledge and situational had a significant and direct relationship with consumer decisions (P<0.01). This shows that the higher level of consumer knowledge of products with supportive conditions, the consumer’s decision to consume milk and its processed products is also getting stronger.

Analysis of Consumer Behavior on Buying Decision at the Online Shop, Easy Shopping Indonesia

Know the effect of the consumer behavior of online shop, Easy Shopping Indonesia on the consumers’ buying decision. The quantitative approach, descriptive and verified design are used. As much as 100 consumers of Essay Shopping in Bandung are selected as respondents using a purposive method. The instrument of data collection is questionnaire. The data analysis used is Structural Equation Modeling based on Partial Least Square (PLS SEM). The research results show that the consumer behavior of Easy Shopping online shop affects the consumer buying decision significantly. The biggest effect of the consumer behavior dimension on the buying decision variable is a personal factor; the second one is a psychological factor; the third one is a social factor and the fourth one is a cultural factor. The biggest effect of the consumer behavior variable is on the dimension of payment method; then the second one is distribution selection; the third one is on brand selection; the fourth one is on buying time and the last one is on product selection. Those findings are the antecedents of the online buying decision which finally affect the changes of the buying decision from the conventional buying process into the online one. Key Words : consumer behavior, cultural factors, social factors, personal factors and psychological factors, buying decision, product selection, brand selection, distribution selection, payment method and timing.

Up-Fuse: International growth of an Egyptian eco-friendly social enterprise

Learning outcomes The case is meant as a way for students to develop ideas related to the challenges facing environmental eco-friendly social enterprises that sell their products in a country like Egypt where consumers are way behind considering the value of their products. In response to these challenges, students learn to evaluate the company status quo by analyzing its weaknesses, strengths and opportunities to grow and expand geographically to a new market. Students also learn about the growth expansion strategies and internationalization modes, options and associated barriers. Accordingly, they can plan the marketing strategies associated with entering this new market for up-cycled products. Objective 1: Analyze the international geographical growth alternative for an enterprise that improves its scalability applying weaknesses, strengths, threats and opportunities analysis. Objective 2: Propose a strategic plan for growth and scalability. Objective 3: Discuss the various modes of doing business in foreign countries. Recommend an internationalization mode for a social enterprise to explore in a new market. Objective 4: Assess the possible barriers associated with internationalization modes and how to overcome them. Objective 5: Propose marketing strategies for an eco-friendly enterprise to enhance its efficiency and effectiveness in the international host market. Other topics that might be discussed in this case include consumer behavior toward environmentally friendly products. Pricing challenges faced by ecologically friendly firms in developing countries. Case overview/synopsis Rania and Yara were inspired by Germany’s approach to waste reduction, particularly plastic bags. In 2017, after winning several competitions and awards, Up-Fuse was officially established as a social enterprise. The entrepreneurs faced great challenges selling sustainable products made of plastic waste to Egyptian consumers. Egyptian consumers were not fully aware of the value of eco-friendly products which presented a great challenge for Up-Fuse to grow and sell their products in Egypt. After shifting its pricing strategy and expanding beyond the local recycled product markets, Up-Fuse further faced fierce competition from well-established local and international brands with larger market shares. Thus, most of Up-Fuse’s sales were generated from expats and foreigners. In response to local obstacles and limitations, Rania began to consider targeting international markets. Rania thought it was the opportune time to drive growth through geographic expansion. After all, in 2020, Up-Fuse had some minor success when the co-founders experimented with exporting their products to the US market. Rania’s co-founder Yara, on the other hand, felt that the enterprise was not yet ready to enter a new market and it would be wiser to emphasize growth in the local Egyptian market. The co-founders were torn between two growth strategies. On one hand, they faced intense local competition for their products. On the other, expanding by entering a new market came with many challenges. Which growth strategy should Up-Fuse adopt? How could Up-Fuse determine which market to penetrate? What were the possible scalability challenges they faced by entering a new market? How could Up-Fuse reach and increase their international customer base abroad? What was the best marketing strategy for their products? Complexity academic level This case would be appropriate for graduate students enrolled in marketing, consumer behavior, international marketing, international business and social entrepreneurship courses. This case is written at a graduate level and would also be appropriate for use in customized or short programs. Supplementary materials Teaching notes are available for educators only. Subject code CCS 5: International Business.

Economic Inequality Increases the Preference for Status Consumption

Prior research has shown the relationship between objective economic inequality and searching for positional goods. It also investigated the relationship between social class and low income with conspicuous consumption. However, the causal relationship between economic inequality (the difference in wealth between individuals and groups living in a shared context and consumer behavior) has been less explored. Furthermore, there are also few studies looking for the psychological mechanisms that underlie these effects. The current research’s main goal is to analyze the consequences of perceived economic inequality (PEI) on conspicuous and status consumption and the possible psychological mechanisms that could explain its effects. Furthermore, the current research aims to examine whether there is a causal relationship between PEI and materialism preferences and attitudes toward indebtedness. This work includes two preregister experimental studies. In the Study 1 (n = 252), we manipulated PEI and its legitimacy through a 2 (high vs. low inequality) × 2 (Illegitimate vs. legitimate) between-participants experiment. Results showed a main effect of PEI on status consumption, status seeking, status anxiety, materialism, and attitude toward indebtedness. No interaction effect between legitimacy and inequality was found. In the Study 2 (n = 301), we manipulated the PEI through the Bimboola Paradigm. We replicated the effect of PEI on status consumption, status seeking, and materialism and found that status seeking mediated the relationship between PEI and status and conspicuous consumption. Economic inequality affects consumer behavior and favors consumption preferences for products that provide desirable symbolic values associated with status. These results could have important implications in the interpersonal and intergroup processes, including those related to consumption and purchase.