The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

Marketing research in hospitality and tourism has been rising continuously. This study provides a systematic review on marketing research and air transport. It identifies key themes and tracks the changes in scholarly researchers’ perspectives pre and post pandemic. By approaching this review not only from the tourism and air transport perspectives, but also from the marketing perspective, this allows the transfer of theories between disciplines, an added value that provides the basis for a field of research to expand and further evolve. Finally, a conceptual framework and an agenda for future research based on emerging research topics are provided.

With the development of WEB 3.0 and the metaverse, the emergence of chat GPT, and AI is attracting attention across all industries. AI technologies such as robotics, advanced analytics, and in-store applications created a sensation in the fashion industry, as well as created an exceptional customer experience. In this study, fashion AI types (e.g. AI models: generative, conversational, AI applications: design, production, sales, retail, marketing) and case analysis (e.g. concepts, characteristics, benefits, risks) are examined. Consumer experiences with fashion AI are also discussed for future research directions. Finally, the Fashion AI research framework and research agenda are discussed for future research.

The cosmetic industry has been rapidly expanding over the last decades. The industry itself generates about $230 billion each year and is consumed daily by 90% of female consumers. Despite its weight in the economy, consumer research has largely neglected the specificity of beauty products and consumption. The first aim of this paper is thus to offer an integrative conceptual framework to better understand beauty consumption from a consumer psychology point of view, incorporating findings from evolutionary, cognitive and cultural psychology. The second aim is to encourage consumer research on the topic by offering a research agenda taking into consideration different dimensions of beauty perception. This working paper is based on a critical and systematic literature review conducted on the topic of beauty in cognitive, evolutionary and cultural psychology. Whilst the beauty industry is booming, a gap exists in the consumer research literature in terms of understanding the applications of traditional evolutionary, cognitive and crosscultural research on the topic. This working paper introduces a framework and agenda to understand, frame, and study beauty in consumer research. On the basis of the literature reviewed, we propose a model with two decision-making systems related to beautyrelated cognition and behaviors: an impulsive decision-making system and a socially constructed decision-making system. In the impulsive decision-making system, sexual selection and cognitive mechanisms function simultaneously. We expect impulsive buying behavior to occur when consumers are exposed to highly aesthetic packaging of beauty products. In the socially constructed decision-making system, consumers choose certain brands depending on the brand image being aligned with the consumer’s cultural perception of beauty. We argue that decision-making behavior is reflective, as opposed to impulsive. Finally, we argue that both systems are mutually reinforcing and need to be better integrated into further studies looking at beauty consumption.

In recent years, there has been increased attention on the portrayal of women in the media. Photoshopped images of unrealistic female forms have been perceived to have negative impacts on the self-esteem of those exposed (Groesz 2002). Based on the idea that seeing unrealistic body images can put undue pressure on women and impact their self-esteem, some governments have gone as far to propose and or pass legislation that ban or require disclosures on such images in advertising. For example, multiple attempts have been made to pass the Truth in Advertising Act in the U.S., which would severely restrict the ability to digitally alter ad (Navamanikkamm 2017). Meanwhile. France passed a law in 2017 mandating that if a model’s physical person has been digitally altered in an ad it must include a disclaimer indicating that the ad has been retouched (Lubitz 2015). Recently, Israel out of concern about eating disorders at a societal level, passed legislation requiring a disclaimer in any ad whether a model is photoshopped to look thinner. The Israeli law also mandates that a threshold body mass index be met for a model to be included in an ad. With the United Kingdom’s Advertising Standards Authority also banning some campaigns due to exaggerated retouching, it is clear that photoshopping of models in advertising is under scrutiny (Sweney 2017). Several companies have also taken a stand on photoshopping of ads. These include Aerie Lingerie, CVS Drugstores, Dove, and Britain’s ASOS, all of whom has committed to having realistic images in their ads and reducing or eliminating retouching (Horwath 2016; Zillman 2017; Bomey 2018). In spite of the increased attention being paid to photoshopping of ads by regulators, companies, and some in the public, research on the topic has been relatively sparse. This paper aims to summarize what is known about the societal and managerial implications of digital retouching and offers future research directions designed to make advances in these areas. To this end, this paper begins by reviewing work in three areas related to photoshopping of ads. The first topic addressed is whether edited images of unrealistic standards have a negative impact on the viewer. Secondly, we examine what is known about the implications of including disclosures and disclaimers on the consumers psyche, (i.e. do these warnings negate the implied negative consequence of the edited images). Finally, the impact such disclosure labels have on ad effectiveness and purchase intention is considered. To ensure the full scope of pertinent material was covered, articles were targeted via databases such as ABI/ Inform, Business Source Premier, EBSCO and Google Scholar. Because of the paucity of articles, no time limitations were placed on the search. A variety of combinations of relevant search terms were used (e.g., retouching, advertising, body image, women, photoshop etc.). As key articles were identified, the sources they cited were also reviewed in relation to the purpose stated above. Our review of the literature finds a virtually universal consensus finds that idealized imagery, often characterized by very thin or “ideal” models is directly correlated to an increased risk of body dissatisfaction (Groesz 2002). Several of these studies draw on social comparison theory (Gulas 2000; Myers 2009) is commonly used as a theoretical explanation underlying this effect, with experimental studies being used to provide empirical evidence. Prior studies have tested several types of disclaimers. These studies have generally found that disclaimer do not mitigate the negative impact that the exposure to idealized image has on the consumer (Cragg 2017) Based on this research, apparently, women feel social pressure to live up to idealized images even if a disclaimer is included in the ad. However, it should be noted that only a limited number of studies have tested this effect, and additional types of disclaimers from different sources need to be tested before drawing firm conclusions. As for advertisement effectiveness, specifically product attitude and purchases intent, studies have found that advertisements using “normally attractive models” in comparison to “highly attractive models” tend to produce better results (Tsai and Chang 2007). Notably, the presence of a disclaimer does not appear to either increase or decrease the effectiveness of ad based on the extant research (Semaan, Gould and Kocher 2012; Schirmer et al., 2018). The literature does raise some questions about the needed prominence of a disclaimer to have an impact, suggesting that often times “fine print messages” are largely unnoticed in relation to a more prominent alternative (Black & Watson 2013). Notably, there is some evidence that including a “retouch-free” versus a “retouched” disclaimer does increase attitudes toward the brand and purchase intention (Cornelis and Peter 2017). The literature reviewed has limitations such as uncorroborated studies, limited sample sizes, and narrowly focused demographics in some studies. While it has generally been established that highly attractive model usage and idealized retouched imagery has a negative effect on consumer body image, there is insufficient research on the implications of disclaimers and disclosers. It is suggested that additional research is needed on the effects of various disclaimer types directly related to various levels of image re-touching (as opposed to product warnings) on consumer buying behavior and ad effectiveness (see Schirmer et al., 2018). There is some evidence that consumers are accepting of minor photoshopping of ads, such as changing the background or “fixing” a blemish, but that more major retouching such as making a model appear to have different facial features, thinner legs, or larger breasts is viewed as problematic. As such, future experimental research should focus on different levels of retouching. There is also a clear need to test different wording of disclaimers as well as disclaimers from different sources (e.g. government vs. non-profit, vs. company itself). Future research should focus on a wide cross-section of women. It should also test multiple product categories, including those beauty related vs. not beauty related.

Export Market Orientation (EMO)- one of the most important strategic orientations of exporting firms- has received much attention in the last two decades within organization and academia alike. EMO has become an emerging issue that benefits the integration of market orientation, internationalization, and export performance literature into coherence. After the introduction of this concept in international business (IB) literature, we observed a surge of research focusing on EMO incorporating scale development for measurement as well as empirical studies that investigate the antecedents to and consequences of EMO along with moderation and mediation. This review systematically examines EMO research, analyzing 31 articles published in 19 leading journals available between 1999 and 2017. What we can conclude from the review is that EMO research is still in its infancy. We attempted to identify some research gaps and suggest some future avenues of research.

본 연구에서 우리는 국가문화의 기술혁신활동에의 영향을 탐색해 보았다. 먼저 (국가)문화의 개념을 정리하였고, 다양한 세부 국가문화지표들에 대한 논의도 추가하였다. 다음으로 국가문화가 기술혁신 활동 및 성과에 영향을 미치는 이론적 메커니즘을 기존 문헌 을 통하여 정리하였다. 국가문화는 국가 사회를 구성하는 근저를 이루는 틀을 형성하는 다양 한 개념을 종합한 것이기 때문에 각 개념별로 기술혁신시스템에 미치는 영향은 크게 다름을 알 수 있었다. 마지막으로 국가문화가 기술의 특성, 사회제도, 정책 등과 어떻게 상호작용을 하면서 기술혁신활동에 영향을 미치는 지를 탐색해 보았다. 관련 문헌, 이론 및 실증분석을 정리하면서 동시에 이에 기반 하여 새로운 논의를 제안하고 다양한 미래연구 가능성을 제시 하였다. 이를 통한 기술혁신이론에의 시사점도 정리하였다.

This paper develops a conceptual framework merging evolutionary, cognitive and cultural dimensions on beauty. It proposes a research agenda for all three dimensions calling researchers to better understand the concept of beauty, as well as to take it into account and develop it in the field of consumer research.

Chinese economic develops fast and have became the second economic entity all around the world. The development of economic pushes the popularize of mobile clients. Accordingly, whenever and wherever the consumers are, they can acquire and share information about productions directly, e-word-of-mouth (eWOM) becomes one of the important part of online marketing. Customers prefer to trust opinion leaders and real users’ feedback rather than the advertisements which are made by companies. The choice preference of information source accelerate the development of social media. The Word of Mouth Marketing Association, have grown rapidly and have advocated for the burgeoning new industry. (Robert V. et al., 2010) Marketers and sociologists have recognized the importance of the phenomenon of word of mouth, for more than half a century, proposing, for example, that WOM affects the majority of all purchase decisions (Brooks 1957; Dichter 1966).They find that the “friend who recommends a tried and trusted product” rather than the “salesman who tries to get rid of merchandise” (Dichter 1966, p. 165). Marketing scholars has evolved from a transaction orientation to one based on relationships (Vargo and Lusch 2004) Consumers are regarded as active coproducers of value and meaning, whose WOM use of marketing communications can be idiosyncratic, creative, and even resistant (Brown, Kozinets, and Sherry 2003; Kozinets 2001; Muñiz and Schau 2005; Thompson and Sinha 2008) Therefore, when the behavior is on/off, impact measured as probability of purchase can differ substantially from impact measured as attitude change (Robert East 2015). This study will select significant respondents from Chinese social media users as sample. The WOM communication is send information to marketers from the market-based message interaction community ,gathering consumers with same interests. In this study, not only structural equation modeling (SEM) will be used to test research model. But also using the fuzzy-set Qualitative Comparative Analysis (fsQCA) and SPSS, the first method attempts to find a new configuration to verify the finding and the SPSS can be used to make reliability analysis and validity analysis. WOM of the research model will also be tested by fsQCA and SPSS to obtain the conclusion about what extent do two communication ways influence consumers’ purchase preference. We want to explore different results between opinion leaders and the real users in different communication ways. Based on the results we will give some implication to both marketing scholars and practitioners.

Following more than thirty-five years of ten percent per annum growth, China is now the second largest economy in the world (Worldbank.org, 2014). Although some cooling has occurred in the past few years, China’s continued growth, expanding middle and upper classes, increasing tendency to follow the rule of law (accelerated by WTO entry in 2001), and a seemingly unlimited labor pool coupled with modest wages, have motivated entry by businesses from around the world. The result? China is an intensely competitive environment, with global companies battling each other for securing supply chain partners and/or developing Chinese domestic markets. And, the competitive battle is not just between global brands. Chinese companies, including State Owned Enterprises (SOEs), are intent on modernizing operations and changing business practices to be able to earn customer loyalty in both domestic and global markets.mostly focused on practices in North America and Europe. Meanwhile, KAM is on the rise in China, with Non-Chinese (WOFEs and JVs) and Chinese suppliers developing KAM platforms. KAM is a system of customer-driven resources dedicated to achieving profitable growth by providing special personnel and/or special activities to an organization’s most important customers (Homburg, Workman, & Jensen, 2000). Through KAM, there is the expectation that vendors benefit (Stevenson, 1981), enhancing profitability through appropriate resource commitments and effective value-based pricing (Ryals, 2006) and through greater switching costs to customers (Sengupta, Krapfel, & Pusateri, 1997). KAM is considered such a valued approach for serving key accounts that Friend and Johnson (2013) call it an “imperative for facilitating a firm’s long-term viability”.Over the past decade, we have interacted with hundreds of Chinese KAM personnel from non-Chinese wholly owned foreign enterprises (WOFEs), joint ventures (JVs) between Chinese and Western partners, and Chinese suppliers, discussing their KAM activities, along with their challenges a nd uncertainties in growing key account relationships. These KAM-involved companies range from component parts manufacturers, financial services providers, and pharmaceutical companies, among many more. In this rapidly evolving landscape, key accounts are located at each step of supply chains. For instance, in consumer markets Western retailers such as Walmart and Carrefour and Chinese retailers such as Bailian (Brilliance) Group in supermarkets and Gome in appliances are among the key accounts pursued by thousands of WOFE/JV and Chinese suppliers. In another instance, while WOFE/JV car manufacturers compete with Chinese car manufacturers such as SAIC Motor Corporation Limited, Chang’an Motors, FAW Group, and Dongfeng Motors, among others, to win the hearts and minds of consumers, nearly countless Chinese and non-Chinese suppliers compete for preferred status with each of these key accounts. The result of the intense competitive landscape across so many industries in China is that KAM is a lever embraced by both Chinese and non-Chinese suppliers.There are many reasons why Western-based KAM research cannot be presumed to apply to China. Among these, China’s market development path and scale, Chinese culture, and the Chinese state capitalism system create conditions that are distinctly China. By taking into account China differences, our major contribution is to introduce a KAM research agenda for China. A China-based KAM research agenda broadens the scope of analysis to one of the most compelling markets in the world. Guided by our knowledge of KAM literature, accompanied by extensive hands-on experience in China, we make propositions regarding conditions where WOFE and JV suppliers are at a competitive advantage or disadvantage relative to Chinese suppliers. We emphasize the role of guanxi relationships and how these relationships affect suppliers and key accounts behaviors including retention of key accounts, information sharing, and demands made by key accounts. We further propose that these relationships are affected by company-to-company matches/mis-matches. Finally, to fully understand the KAM landscape in China, we also encourage an expanded view of issues to include the effects on KAM of the ever-present Chinese government.

이 연구에서는 한국과 일본 사이의 바다 이름을 일본해로부터 동해로 복원하기 위하여 최근 개발된 다양한 논리와 이러한 목적을 달성하기 위한 활동 중에서 바다 이름에 관한 국제세미나의 내용을 검토하고, 그 논리를 강화하고 풍성하게 하기 위한 향후 연구과 제를 제안하고자 한다. 동해/일본해 논의의 새로운 국면에 대응하기 위한 여섯 가지 연구과제가 제안된다. 동해와 일본해에 대한 각국 문화에서의 인식과 사용, 근대사회에서 일본해 명칭의 확산과정, 역사적 배경의 특성에 따른 세계 바다이름 분석, 동해 명칭과 연결된 외래지명과 토착지명 논의의 발전, 명칭 병기의 기술적 문제를 해결하기 위한 전자지도의 사용방안, 그리고 정치문화에 관한 정치학적, 심리학적 연구의 도입방안 등이 그것이다.