TY - GEN
T1 - Pay It Forward
T2 - 43rd International Conference on Information Systems: Digitization for the Next Generation, ICIS 2022
AU - Cheng, Yangyang
AU - Fang, Jie
AU - Cai, Zhao
AU - Liu, Hefu
N1 - Publisher Copyright:
© 2022 International Conference on Information Systems, ICIS 2022: "Digitization for the Next Generation". All Rights Reserved.
PY - 2022
Y1 - 2022
N2 - Price-oriented functions have been prevalently used by sellers for attracting consumers on e-marketplace platforms. However, existing literature has mixed understandings about its influence on improving consumer satisfaction. Besides, few studies have considered how cause-related marketing moderates the impact of price-oriented function usage. Therefore, this paper firstly explores the curvilinear relationship between price-oriented function usage and consumer satisfaction by adopting the repertoire perspective, then further considers the moderating role of cause-related marketing. This study collected data on 29,506 products from one e-marketplace platform in China. By using fixed-effects regression models, it is found that price-oriented function usage (i.e., volume and heterogeneity) have inverted U-shaped relationships with consumer satisfaction. In addition, cause-related marketing weakens the impact of price-oriented function usage heterogeneity on consumer satisfaction. This study contributes to research about platform function usage and guides sellers in terms of using those functions to stimulate consumer satisfaction.
AB - Price-oriented functions have been prevalently used by sellers for attracting consumers on e-marketplace platforms. However, existing literature has mixed understandings about its influence on improving consumer satisfaction. Besides, few studies have considered how cause-related marketing moderates the impact of price-oriented function usage. Therefore, this paper firstly explores the curvilinear relationship between price-oriented function usage and consumer satisfaction by adopting the repertoire perspective, then further considers the moderating role of cause-related marketing. This study collected data on 29,506 products from one e-marketplace platform in China. By using fixed-effects regression models, it is found that price-oriented function usage (i.e., volume and heterogeneity) have inverted U-shaped relationships with consumer satisfaction. In addition, cause-related marketing weakens the impact of price-oriented function usage heterogeneity on consumer satisfaction. This study contributes to research about platform function usage and guides sellers in terms of using those functions to stimulate consumer satisfaction.
KW - Cause-related marketing
KW - Consumer satisfaction
KW - E-marketplace
KW - Price-oriented function usage
UR - http://www.scopus.com/inward/record.url?scp=85192556786&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85192556786
T3 - International Conference on Information Systems, ICIS 2022: "Digitization for the Next Generation"
BT - International Conference on Information Systems, ICIS 2022
PB - Association for Information Systems
Y2 - 9 December 2022 through 14 December 2022
ER -