With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers’ active engagement and interaction. Thus, this study considers consumers’ participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms’ intangible assets and consumers’ competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.

Offering an apology is one of the common service failure recovery strategies. Previous studies focused on examining the effectiveness of apology from the customer perspective. It is not clear whether and how customers perceive firm remorse after an apology influence their blame attribution and coping behaviors. Integrating a cognitive-emotive model and an empathy model, this research proposes and empirically tests a remorse-empathy-coping model to explain how customers respond to apology after mobile application service failures occur. Specifically, this research examines how perceived firm remorse influences blame attribution and emotional empathy, which subsequently affects coping behaviors (revenge and avoidance) in the mobile app service recovery context. The moderating role of technology anxiety in the proposed model is also identified. Four hundred and fifty-two mobile application service users were recruited for a survey study and the Structural Equation Modeling was used in order to test the research hypotheses. Our findings show that perceived firm remorse negatively influences blame attribution but positively influences empathy. Empathy negatively affects revenge and avoidance behaviors. In addition, technology anxiety moderates the effect of perceived firm remorse on blame attribution. The negative effect of perceived firm remorse on blame attribution becomes weaker when technology anxiety increases.

Today, customers experience a multitude of online and offline touchpoints along their shopping journeys. A customer touchpoint is defined as a direct or indirect encounter with a firm along shopping process (Baxendale et al., 2015). Touchpoints can be oneway or two-way interactions between customers and firms (Verhoef, Kannan, & Inman, 2015). Instant experiences are initiated by firms, others or by customers themselves. These experiences influence customer’s overall experience with brands, and furthermore, have impact on customers' subsequent attitude and behaviour. Another important question for managers is to decide whether to aim for creating frequent encounters: focus on volume, or creating instant experiences with stronger positive-emotional response: focus on valence. Prior research investigated different touchpoints separately and mostly focused on the effect of the volume of touchpoint encounters on attitudes and behaviour. Taking a holistic perspective, we investigate the effects of volume and valence of customers’ previous experiences of firm, others and customer initiated touchpoints on satisfaction and current purchases. We employed a real-time tracking method where respondents reported their touchpoint experiences via a mobile phones, each time they encountered the focal brand in a 4- week period in supermarket, healthcare and banking categories. We employ a twostep dynamic Heckman Probit model to investigate the impact of volume and valence of touchpoints on customer behaviour, and a multivariate regression to investigate the touchpoint effects on brand satisfaction along customer journeys. Our results reveal that brand satisfaction is mostly explained by the effect of touchpoint valence and not touchpoint volume. Our behaviour model reveals that the volume, rather than valence, of previous customer initiated purchases and transactions impacts the frequency of current purchases.

1990년대 후반부터 미국과 유럽의 기업들은 지속적 경쟁우위를 위해 ‘기업시민행동’을 중요하게 여겨오고 있다. ‘기업시민행동’에 대한 해외의 선행 연구들은, 기업시민행동이 기업성과뿐만 아니라, 사회적으로도 긍정적인 영향을 미침으로써 기업이익과 사회이익을 모두 생산해 내는 역할을 하고 있다고 주장한다. 이러한 국제적 흐름에서, 국내 기업들도 기업시민행동을 중요한 개념으로 인식하기 시작했으며, 구체적인 제도를 통해 실행하고 있다. 하지만 그 수준들이 미국과 유럽에 비하면 아직은 초기 단계이며, 기업시민행동의 정확한 개념 정립과 그를 바탕으로 한 실증 분석이 부족하다. 그러므로 국내 기업들이 실행하는 기업시민행동이 조직구성원이나 성과에 긍정적인 영향을 미치고 있는지 확인할 필요가 있다. 또, 국내기업들의 기업시민행동이 어떤 경로를 통해 최종적인 기업성과와 연결되는지 확인하는 것도 중요하다.본 연구에서는 선행연구를 바탕으로 기업시민행동의 개념을 명확히 하고자 했으며, 인적자원성과와 주관적 재무성과, 일인당 매출액을 각각 매개변수와 종속변수로 선정하여 횡단적 회귀분석을 실시하였고,이를 통해서 기업시민행동이 기업성과에 미치는 영향을 실증적으로 검증하였다. 실증분석 결과 기업시민행동은 인적자원성과, 주관적 재무성과, 일인당 매출액에 긍정적인 영향을 미치는 것으로 나타났으며, 인적자원성과는 기업시민행동과 주관적 재무성과의 관계를 완전매개 하는 것으로 확인됐다. 그리고 기업시민행동과 일인당 매출액의 관계에서는 인적자원성과의 매개 역할을 확인할 수 없었고, 기업시민행동의 직접효과만을 확인할 수 있었다. 즉, 국내의 기업이 추구하는 기업시민행동이 인적자원성과와 기업성과를 향상시키는 것을 확인한 것이다. 그리고 인적자원성과의 매개 역할을 부분적으로 확인함으로써, 기업시민행동과 기업성과의 연결고리 일부를 밝혔다.