This page has only limited features, please log in for full access.
Interests in technology innovation has increased in many organizations. Collaborations among technology providers and marketers are occurring as they integrate these biometric technologies as a means of convenience and security for their consumers. Despite the benefits of integrating new technology to ease consumers' shopping experience, consumers are skeptical about using technology that requires their biometric data. Two studies were conducted to investigate the trust toward these biometric payment systems. Study 1 was conducted through a survey. The study investigated antecedents that affect consumers' trust of, attitude toward, and usage of a biometric payment system. Based on the results from Study 1, Study 2 was conducted by introducing two shopping modalities in the study. The results show that consumers would rather use a biometric payment system in stores than online. Between the two modalities, consumers' trust and attitude toward the technology have a stronger mediating role for online than in‐store toward their intention to use. In addition, self‐efficacy consistently moderates the antecedents (performance expectation and perceived risk) and their intention to use.
Emi Moriuchi. An empirical study of consumers' intention to use biometric facial recognition as a payment method. Psychology & Marketing 2021, 1 .
AMA StyleEmi Moriuchi. An empirical study of consumers' intention to use biometric facial recognition as a payment method. Psychology & Marketing. 2021; ():1.
Chicago/Turabian StyleEmi Moriuchi. 2021. "An empirical study of consumers' intention to use biometric facial recognition as a payment method." Psychology & Marketing , no. : 1.
Purpose The purpose of this paper is to assess the impact of country-of-origin (COO) cues and pricing perspective based on the third-party seller's name, intermediary, on consumers' purchasing decisions on e-commerce sites. A model was proposed to investigate consumers' perception toward sellers' online reputation, the mediating role of trust between the reputation of third-party sellers and attitude toward e-commerce as an intermediary, and attitude toward third-party sellers. In addition, this study also looks at the pricing threshold of consumers who are willing to buy from a third-party seller that has a negative COO cue, which is an area that has received limited attention in e-commerce studies. Design/methodology/approach The paper opted for an experimental study using survey data gathered from general American consumers. Two studies were conducted. One hundred seventy surveys were gathered for study 1, and 171 surveys were gathered for study 2. The two studies had two product snippets which showed an Amazon product page with a list of third-party sellers. For study 2, all variables were kept the same – reviews and ratings for both products and sellers, delivery time, descriptions, e-commerce as an intermediary and brand of a bag – except for the price. Findings The findings showed that consumers' perceived reputation of a third-party seller has a positive impact on their attitude toward the seller and toward the e-commerce intermediary. In addition, the role of a positive COO influences attitudes and intentions. However, this influence is moderated by price when price is noticeably higher when compared to an alternative option provided by a seller from a country with a lower COO evaluation. This study suggests that the benefits of a positive COO diminish when a seller with a lower COO evaluation is able to provide a lower price for the product. In study 1, the results show that positive COO trumps negative COO. In study 2, the result shows that consumers lean toward a lower-price product and disregard their evaluation toward the COO. Furthermore, in study 2, results show that in order for the pricing to offset the negative COO attributes of a third-party seller, the price needs to be within 22–30% lower than the American seller's product pricing. Research limitations/implications With the chosen research approach, the research results may lack generalizability for the other markets (e.g. Asian consumer market). Therefore, researchers are encouraged to test the proposed propositions further. Originality/value This study highlights the implications of COO cues such as sellers' names and how they impact consumers' willingness to purchase a product. The second study investigates consumers' willingness to purchase when the pricing for a product sold by a negative COO seller versus a positive COO seller is different in an e-commerce environment. In addition, the second study determines that the role of trust has more impact on consumers' attitude toward a third-party seller than it has on their attitude toward the e-commerce intermediary.
Emi Moriuchi. The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review 2021, 38, 514 -538.
AMA StyleEmi Moriuchi. The impact of country of origin on consumers' pricing judgments in ecommerce settings. International Marketing Review. 2021; 38 (3):514-538.
Chicago/Turabian StyleEmi Moriuchi. 2021. "The impact of country of origin on consumers' pricing judgments in ecommerce settings." International Marketing Review 38, no. 3: 514-538.
Prior studies have examined into the importance of the effect of online reviews on product sales, the valence of online reviews on decision-making. However, few studies have focused on the informational and normative influences on consumers’ acquisition of information on product review pages, and how those influences affect consumers’ purchasing intent. Through a quantitative survey and an eye-tracking method, the impact of each components of a product review site (informational and normative influences) and their purchasing intentions were measured. The results suggest that the user-interface of a social commerce site should be localized to encourage higher sales conversions. Based on the fixation results, among all the product review page components, Japanese pay more attention to the product description, whereas Americans pay more attention to the product rating, regardless of the product type (hedonic versus utilitarian). Managerial implications include adjusting the positioning of the product review page components differently for their target audience, especially on their product list page where each product has a limited amount of descriptions.
Emi Moriuchi. Cultural aspect of informational and normative influences on purchasing intentions: An eye-tracking approach. Journal of Marketing Theory and Practice 2021, 1 -20.
AMA StyleEmi Moriuchi. Cultural aspect of informational and normative influences on purchasing intentions: An eye-tracking approach. Journal of Marketing Theory and Practice. 2021; ():1-20.
Chicago/Turabian StyleEmi Moriuchi. 2021. "Cultural aspect of informational and normative influences on purchasing intentions: An eye-tracking approach." Journal of Marketing Theory and Practice , no. : 1-20.
According to the United Nations, curtailing the rise of mental illness and drug abuse has been an important goal for sustainable development of member states. In the United States, reducing readmission rates for mental health and drug abuse patients is critical, given the rising health care costs and a strained health care system. This study aims to examine economic and social factors that predict readmission likelihood for mental health and drug abuse patients in the state of New York. Patient admission data of 25,846 mental health patients and 32,702 drug abuse patients with multiple visits in New York hospitals in 2015 were examined. Findings show that economic factors like income level and payment type impact readmission rates differently: The poorest patients were less likely to get readmitted while patients with higher incomes were likely to experience drug relapse. Regarding social factors, mental health patients who lived in neighborhoods with high social capital were less likely to be readmitted, but drug abuse patients in similar areas were more likely to be readmitted. The findings show that policy-makers and hospital administrators need to approach readmission rates differently for each group of patients.
Quang Bui; Emi Moriuchi. Economic and Social Factors That Predict Readmission for Mental Health and Drug Abuse Patients. Sustainability 2021, 13, 531 .
AMA StyleQuang Bui, Emi Moriuchi. Economic and Social Factors That Predict Readmission for Mental Health and Drug Abuse Patients. Sustainability. 2021; 13 (2):531.
Chicago/Turabian StyleQuang Bui; Emi Moriuchi. 2021. "Economic and Social Factors That Predict Readmission for Mental Health and Drug Abuse Patients." Sustainability 13, no. 2: 531.
This article examined and compared the US-born and Swedish-born college students’ preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students’ preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.
Sayaka Osanami Törngren; Emi Moriuchi; Caroline Adolfsson; Marcus Nyström; Sofia Ulver. Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking. Genealogy 2020, 4, 109 .
AMA StyleSayaka Osanami Törngren, Emi Moriuchi, Caroline Adolfsson, Marcus Nyström, Sofia Ulver. Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking. Genealogy. 2020; 4 (4):109.
Chicago/Turabian StyleSayaka Osanami Törngren; Emi Moriuchi; Caroline Adolfsson; Marcus Nyström; Sofia Ulver. 2020. "Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking." Genealogy 4, no. 4: 109.
The integration of artificial intelligence (AI) into the human race has gradually become a norm. AI entails technology assemblages such as machine learning, natural language processing, and reasoning. The influence of AI systems has intensified in consumers' daily lives. Many consumers have interacted with the notions of AI through advertisements or having personal experiences. Many consumers are curious about the use of AI. This paper reports three studies conducted to determine whether anthropomorphism (ANTH) and engagement play a role in consumers' intention to re‐use a voice assistant (VA; a machine‐learning AI). The second study will determine if ANTH and engagement play a role when consumers are using the VAs for different activities (task completion vs. information gathering). In addition, in Study 2, actual re‐use behavior was also tested in the model, which encouraged a stronger overall model fit. The results show that in general effort expectation (EE) has a strong positive impact on consumers' usage experience of the VA. However, between the two types of activities, EE has a stronger impact on consumers' usage experience for information‐gathering activities, whereas performance expectation has a stronger impact on usage experience when consumers use the VA for task‐completion purposes. The third study used internet usage experience as a moderating variable to determine the boundaries of the mediating effects in the study. The results show that the mediators yield results similar to prior studies.
Emi Moriuchi. An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior. Psychology & Marketing 2020, 38, 21 -42.
AMA StyleEmi Moriuchi. An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior. Psychology & Marketing. 2020; 38 (1):21-42.
Chicago/Turabian StyleEmi Moriuchi. 2020. "An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re‐use behavior." Psychology & Marketing 38, no. 1: 21-42.
As competition intensifies in the retail industry organizations are increasingly turning to forms of artificial intelligence as a means of differentiation. E-commerce companies are moving towards integrating technologies such as chatbots and augmented reality interactive technology which have proved to be popular solutions to customer service in the practitioner domain. However, little is known about consumers’ attitude and engagement with these emerging technologies when used in a retail environment. A theory-based research model which was designed to uncover the motivational mechanisms needed to provide engagement and effective decision-making processes in this context. Empirical testing conducted with a field study supported the proposed model.
Emi Moriuchi; V. Myles Landers; Deborah Colton; Neil Hair. Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing 2020, 29, 375 -389.
AMA StyleEmi Moriuchi, V. Myles Landers, Deborah Colton, Neil Hair. Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing. 2020; 29 (5):375-389.
Chicago/Turabian StyleEmi Moriuchi; V. Myles Landers; Deborah Colton; Neil Hair. 2020. "Engagement with chatbots versus augmented reality interactive technology in e-commerce." Journal of Strategic Marketing 29, no. 5: 375-389.
Using random samples, we conducted three studies to explore the relationships among interpersonal mentalizing in predicting future sharing economy service usage. The primary focus of this research was to examine Uber passengers' theory of mind in a broader theoretical base of human abilities. The results confirm the dimensions of interpersonal mentalizing such as their experience with the sharing economy service and their current star ratings from the Uber driver. In addition, this study confirms that the dimensions of interpersonal mentalizing are dependent on the situation and the ratings they received from the Uber driver. In extreme rating situations (1‐star rating), interpersonal dimensions did not have an effect on their negative beliefs about the two‐way evaluation system. However, with moderate (3‐star) and high ratings (4.75 and above star rating), the interpersonal dimensions such as nonverbal cues and the ability to shape behaviors and interactions serve as determinants of Uber passengers' belief in the evaluation system, which then leads to their future usage of the sharing economy services. In sum, these findings shed light on the complementary role of the autonomous abilities of Uber passengers to improve their star ratings, which then leads to their future usage of sharing economy services.
Emi Moriuchi. “Social credit effect” in a sharing economy: A theory of mind and prisoner's dilemma game theory perspective on the two‐way review and rating system. Psychology & Marketing 2019, 37, 641 -662.
AMA StyleEmi Moriuchi. “Social credit effect” in a sharing economy: A theory of mind and prisoner's dilemma game theory perspective on the two‐way review and rating system. Psychology & Marketing. 2019; 37 (5):641-662.
Chicago/Turabian StyleEmi Moriuchi. 2019. "“Social credit effect” in a sharing economy: A theory of mind and prisoner's dilemma game theory perspective on the two‐way review and rating system." Psychology & Marketing 37, no. 5: 641-662.
Globalization has the center of attention for many companies as they see the need to expand their product offerings to consumers of a different geographical location as well as of a different culture. Effective international market segmentation (IMS) is an indication of a clear understanding of the what, where and how products are being promoted and sold worldwide (Cleveland et al. 2016). The strategy chosen for a market segment varies accordingly across different cultures. The purpose of this research is to examine whether consumers’ national identity, national animosity and ethnocentrism have an effect on attitude when consumers’ perceived product and country image are added as mediators. Research has been circling around the concept of country-of-origin (COO) for years. There are also several other variations of COO which includes Product-Country image (PCI), country image, product and brand image. COO is widely known as the “Made-in” label, and this COO effect is often overlapped between how a consumer perceive a country image and a product image. Consumers’ perception of a country affects their perception of the quality of a product or brand that is originated from that particular country. In this research, the COO concept was beyond where a product was made-in. Consumer ethnocentrism was used to examine the relationships between national identity and consumer’s perceived product image and country image (respectively). The results show consumer ethnocentrism has an effect on product image but not on country image when national identity is used an independent variable. In other words, for Americans, a “made-in USA” label is more important than portraying an image of USA. This result suggest that Americans have a strong sense of their national identity. This implies that Americans’ impression of their own country is influenced none other than their belongingness to their home country. This study used bags as a stimuli. Although it is a study to determine young consumers’ ethnocentrism, its effect on (1) COO labeled products, and its impact on their (2) purchasing intention, may not be elaborative enough to measure a general mentality of the American community. In many promotional ads, there are many situations where different types of products are used and different market segments were targeted. Thus, for future research, different product types will be used to determine the effect of consumer ethnocentrism and national identity on “Made-in” labels. References Available Upon Request
Emi Moriuchi; Christina Chung. Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2019, 345 -346.
AMA StyleEmi Moriuchi, Christina Chung. Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2019; ():345-346.
Chicago/Turabian StyleEmi Moriuchi; Christina Chung. 2019. "Beyond Country-of-Origin: An Empirical Study on the Factors that Affect American Consumers’ Attitude and Purchasing Intentions: An Abstract." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 345-346.
Background: One important form of sustainability is the continuation of culture and cultural practices. This study examined the case of Japanese Ohanami or cherry blossom festivals. Historically, Ohanami focused on the cherry blossom as a symbol of spring’s arrival, where communal aspects, consumption of sake and seasonal foods, painting or photography, and pilgrimages to sacred sites were used to celebrate the ephemeral aspects of blossoms, spring, and life. Methods: This study examines how cherry blossom festivals are celebrated and understood and how these celebrations are changing. Results: Current celebrations demonstrate several forces are changing this celebration. The changes in cherry blossom festivals are seen in four areas (bonding, cultural continuity, marketing exploitation, and cultural symbolism). Cherry blossom festivals are also observed overseas—at first glance this suggests its continuity, however, the ways in which Ohanami is observed raise concerns about the accuracy of this cultural practice. Conclusion: Ohanami celebrations are celebrated both in Japan and overseas, and although their practice continues, the nature of the cultural celebrations are changing.
Emi Moriuchi; Michael Basil. The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon. Sustainability 2019, 11, 1820 .
AMA StyleEmi Moriuchi, Michael Basil. The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon. Sustainability. 2019; 11 (6):1820.
Chicago/Turabian StyleEmi Moriuchi; Michael Basil. 2019. "The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon." Sustainability 11, no. 6: 1820.
Online shopping is not a new marketing channel but has been growing tremendously throughout Japan. The rapid growth of Internet technology has enabled the Japanese to break away from their conservative culture and embark on different shopping experiences by shopping online. With the growing importance of online reviews to promote one’s business, Japanese online supermarkets are looking for ways to increase consumer-generated content. The purpose of this study is to investigate Japanese repeat online consumers and the antecedents that encourage them to review their shopping experiences, including the supermarket website they used and product availability in the online supermarket. It was found that online supermarkets must focus on establishing confidence with their repeat online consumers if they desire to increase the electronic word of mouth (e-WOM) of their online supermarket. Implications are discussed in relation to online supermarkets and repeat consumers’ intentions to review their online shopping experiences.
Emi Moriuchi; Ikuo Takahashi. Integrated consumer shopping decision model: A Japanese online supermarket context. Journal of Marketing Channels 2018, 25, 184 -197.
AMA StyleEmi Moriuchi, Ikuo Takahashi. Integrated consumer shopping decision model: A Japanese online supermarket context. Journal of Marketing Channels. 2018; 25 (4):184-197.
Chicago/Turabian StyleEmi Moriuchi; Ikuo Takahashi. 2018. "Integrated consumer shopping decision model: A Japanese online supermarket context." Journal of Marketing Channels 25, no. 4: 184-197.
E‐commerce shopping has gradually become a norm in consumers’ choice of shopping channel and part of this shopping process is aided by advance technologies including voice assistants (VA). There is a variety of artificial intelligence that is being developed in the market currently, and one of which has gradually gained its presence or information acquisition is the VA. In this paper, we propose a model that investigates the technology acceptance model constructs (perceived ease of use and perceived usefulness) and its effect on the engagement and loyalty between VA and consumers. Our model also investigates the moderating role of localizing VA between transactional and nontransactional based online activities. This study highlights the implication of technology integration in an e‐commerce environment.
Emi Moriuchi. Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty. Psychology & Marketing 2018, 36, 489 -501.
AMA StyleEmi Moriuchi. Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty. Psychology & Marketing. 2018; 36 (5):489-501.
Chicago/Turabian StyleEmi Moriuchi. 2018. "Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty." Psychology & Marketing 36, no. 5: 489-501.
Due to an increase in manipulated online reviews, giant e-vendors such as Amazon.com, are trying ways to deter untruthful online reviews. One of their strategies was to make sure that the consumers include disclaimers that products received were free or discounted. This article calls for an investigation of the use of disclaimers on online reviews that post challenges, opportunities, and promises for social commerce such as Amazon.com. This study aims to develop an understanding of social commerce-related phenomena and to provide online retailers best practices when integrating social commerce as part of their marketing plan.
Emi Moriuchi. IS THAT REALLY AN HONEST ONLINE REVIEW? THE EFFECTIVENESS OF DISCLAIMERS IN ONLINE REVIEWS. Journal of Marketing Theory and Practice 2018, 26, 309 -327.
AMA StyleEmi Moriuchi. IS THAT REALLY AN HONEST ONLINE REVIEW? THE EFFECTIVENESS OF DISCLAIMERS IN ONLINE REVIEWS. Journal of Marketing Theory and Practice. 2018; 26 (3):309-327.
Chicago/Turabian StyleEmi Moriuchi. 2018. "IS THAT REALLY AN HONEST ONLINE REVIEW? THE EFFECTIVENESS OF DISCLAIMERS IN ONLINE REVIEWS." Journal of Marketing Theory and Practice 26, no. 3: 309-327.
The purpose of this study is to examine young American donors' perspectives toward disaster ad messages. Attitude toward helping others, social responsibility, ethnic identity on donation behavior, attitude toward ad, and advertising effectiveness were examined using 2 experimental variables (disaster location and message types). The findings explain that the constructs are positively related to each other and the 2 experimental variables significantly influence young Americans' attitudes toward ads and advertising effectiveness. In addition, young Americans expressed stronger feelings concerning attitude toward charity ads, and a higher level of advertising effectiveness was demonstrated when the disaster occurred domestically. Further, emotional messages were considered more persuasive than factual messages. As managerial suggestions, when charities work for domestic disasters, emphasizing patriotism and an emotional message can increase the positive attitude toward ads and advertising effectiveness. On the contrary, when charities work for international disasters, the messages should focus on diminishing distinctions between in-group and out-group perceptions.
Emi Moriuchi; Christina Chung. Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types. International Journal of Nonprofit and Voluntary Sector Marketing 2017, 23, e1596 .
AMA StyleEmi Moriuchi, Christina Chung. Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types. International Journal of Nonprofit and Voluntary Sector Marketing. 2017; 23 (1):e1596.
Chicago/Turabian StyleEmi Moriuchi; Christina Chung. 2017. "Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types." International Journal of Nonprofit and Voluntary Sector Marketing 23, no. 1: e1596.
In today’s globalized world, individuals are exposed to different cultures, ethnic values and norms. These exposures have led to cultural diversification, which has been playing a role in the increased number of inter-marriages, expatriation, and migration. It has also inevitably become a contributor towards an increased number of biculturals. Biculturals are defined as individuals having dual cultural frameworks (Hong et al. 2000). These cultural frameworks take turn in guiding biculturals’ cognition when they are faced with situations that involves cultural norms, beliefs and values. Generally, these cultural frameworks are of opposite cultural value (e.g. Western vs. Eastern). Biculturals have a complex cognition as they have to switch their respective cultural frames to adapt to a given situation (LaFromboise, Coleman and Gerton 1993). Consumer behavioral studies (Stayman and Deshpande 1989; Hong et al. 2000; Phinney 2002; Forehand and Deshpande 2001) often focus on biculturals living in the United States. These studies examine biculturals’ acculturation process and how their reaction towards advertising plays a role in their purchasing intents. Although United States is well recognized as a melting pot, biculturalism has expanded globally. Biculturalism has shifted its presence from an individualistic culture to an understudied collectivistic culture and economically strong nation such as Japan.
Emi Moriuchi. Which Do I Prefer? A Theoretical Framework for Biculturals’ Advertising Response Towards Hedonic and Utilitarian Products in Japan. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 159 -164.
AMA StyleEmi Moriuchi. Which Do I Prefer? A Theoretical Framework for Biculturals’ Advertising Response Towards Hedonic and Utilitarian Products in Japan. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():159-164.
Chicago/Turabian StyleEmi Moriuchi. 2016. "Which Do I Prefer? A Theoretical Framework for Biculturals’ Advertising Response Towards Hedonic and Utilitarian Products in Japan." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 159-164.