RESUMEN
With the advent of the digital economy, enterprises have been engaging in brand management activities through cross-border e-commerce platforms to secure brand identification (BI) and capture market share. However, scant attention has been given to the impact of perceived brand globalness (PBG) and perceived brand localness (PBL) on brand identification in cross-border e-commerce platforms. This study delves into the underlying mechanisms governing the formation of brand identification in the context of cross-border e-commerce platforms. In this end, we employed the AMOS26.0 software to conduct structural equation analysis on a corpus of 300 survey questionnaires. The results show that: (1) PBG and PBL can exert a positive influence on BI through customer perceived value; (2) acculturation (AC) assumes a positive moderating role in the influence of PBG and PBL on emotional value (EV) and functional value (FV) respectively, (3) and that platform reputation (PR) plays a constructive moderating role in the impact of PBG on FV.
RESUMEN
A significant characteristic of live streaming commerce is that popularity cues are tactically created and utilized to improve product sales, as atmospheric cues. However, research on live streaming commerce that investigates the effects of popularity cues is scarce. This study aims to reveal the role of popularity cues, including streamer popularity and product popularity, in promoting consumers' impulse purchase. Following the stimulus-organism-response paradigm, this study reveals the underlying mechanism. This study surveyed 402 customers and empirically demonstrates that streamer popularity and product popularity can trigger consumers' impulse purchase by enhancing perceived streamer reputation and perceived competition, respectively. Meanwhile, perceived power, as an inherent factor of consumers, plays a moderating role that only attenuates the effect of streamer popularity on perceived streamer reputation. This study contributes to a better understanding of the working mechanism of popularity cues and offers practical insights into how to effectively utilize these atmospheric cues in live streaming commerce.