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This study aims to understand the impact of the platform owner's assortment and customer activity metrics in the context of a mobility-as-a-service platform. The results based on an analysis of transaction data from 50 different cities show that city-specific differences in the platform's total assortment and customer's cross-category and cross-provider buying have positive impacts on customer activity metrics. However, we also find that this impact is attenuated in cities with a larger platform assortment. These findings have important implications for platform owners, as increasing customer activity is key to the long-term success of the platform. [ABSTRACT FROM AUTHOR]

Research Question Previous studies often used a one-dimensional operationalization of isolated aspects of sustainable consumption (e.g. environmentalism) that underestimates the importance of other dimensions in consumer perceptions (Simpson and Radford 2012) and fail to measure consumers' different types of consciousness or perceived relevance (Hanss and Böhm 2012). Moreover, marketing research far too often equates conceptually different segments such as socially responsible and ecologically conscious consumers. As the CSC model accounts for these considerations (Balderjahn et al. 2013), a segmentation-identification of different patterns of sustainable consciousness-based on this approach should provide us with a greater understanding of (un-)sustainable consumers. To this end, we aim to answer the research question: Are there distinct segments of sustainable consumers that focus on different consciousness patterns of sustainability? Method and Data To address whether specific sustainability-conscious consumer groups exist and how and to what extent human values, socio-demographic characteristics and behavioral intentions differ between these groups, we used validated scales for CSC (Balderjahn et al.'s (2013), human values (Schwartz et al. 2001) and impulsive buying (Edwards 1993; Ridgway, Kukar-Kinney and Monroe 2008). Single items were used to measure purchasing intensities for eco-friendly and fair trade products, and a sum score of 11 selected products for product possession. After confirming the psychometric properties of the CSC measurement model (conducting principal component exploratory factor analysis, Cronbach's α, and confirmatory factor analysis), we identify (un-)sustainable consumer groups using a three-step procedure that combines multiple correspondence analysis (MCA) and hierarchical cluster analysis (HCA). To test for differences among our identified groups, we use analysis of variance between groups with post hoc Scheffé tests. A national marketing research institute collected representative data for the German population via an online questionnaire. In total, we received 1,833 responses. The data were representative with respect to the following criteria: gender, household income, federal state, population of town of residence and number of persons in the household. Summary of Findings The segmentation procedure reveals five different segments of (un-)sustainable consumers. Between fairly unsustainable consumers (50%) and comprehensive sustainability-conscious consumers (10%) we identify three other segments with unique sustainable consciousness patterns: financially driven simplifiers, social/environmental consumers and collaborative consumers. Collaborative consumer group is most homogeneous in their behavioral patterns, whereas the most heterogeneous segment is the social-environmental group. With regard to the profile of the five CSC segments, comprehensive sustainability-conscious consumers are those most guided by the values of self-transcendence and openness to change. Conservation is most important for financially driven simplifiers, and collaborative consumers are strongly associated with self-enhancement values, hedonism and self-direction. Furthermore, comprehensive sustainable consumers are the most willing to purchase ecological/fair trade products. No/low-sustainability consumers have the highest amount of product possession followed by social/environmental consumers and collaborative consumers. Compared to the segment of collaborative consumers whose impulsive buying behavior is highest among all other segments, financially driven simplifier exhibit the lowest tendency toward impulsive buying. The collaborative consumers represent the youngest, male and well educated segment with the largest households. In contrast, financially simplifiers are older, predominantly female, significantly less educated and live in smaller households. Key Contributions The numerous theoretical concepts regarding sustainable consumer behavior developed to date can be classified into one or more of the environmental (e.g., Roberts 1996; Kotler 2011), social (e.g., Mohr, Webb and Harris 2001) and economic dimensions of sustainability (e.g., Lastovicka et al. 1999). Furthermore, most consumer typologies are one-dimensional and distinguish segments based on the intensity of consumption changes (e.g., Verain et al. 2012). Because sustainability entails several facets, namely environmental, social and economic facets, there may be segments that are interested in only the environmental, social or economic dimension or any other combination of these aspects of sustainability. At a normative level, our paper contribute to these gaps by ascertaining the mindful consumer (Sheth, Sethia and Srinivas 2011) and the citizen-consumer (Webster and Lusch 2013) approaches that represent the triple bottom line (people, planet, profit) perspective of sustainable consumption. Secondly, we contribute to this gap by adopting the multidimensional model of consciousness for sustainable consumption (CSC) (Balderjahn et al. 2013) for uncovering segments of sustainable consumers and determine their profiles by applying HCA technique that incorporates multiple correspondence analysis (MCA) for rescaling cases in a low-dimensional space. [ABSTRACT FROM AUTHOR]

Research Question In contrast to the many mobile research projects that focus on young recipients who have grown up with digital technologies (e.g., Choi, Hwang, and McMillan 2008; Hsiao and Chang 2013), this research investigates whether DIs and DNs depend on different extrinsic and intrinsic motivations when forming their intentions for branded app use and how do these interrelationships differ between DNs and Dis. According to Kim, Lin, and Sung (2013), recent branded app styles differ in their content orientations (i.e., whether they are informational versus entertaining). Considering the style of execution appears promising as a method of specifying ways to effectively reach both DNs and DIs through branded mobile apps. Thus, we seek to enrich the previous research on branded apps by specifying findings in accordance with target group preferences. Therefore, we investigate whether content orientation of branded apps moderate the interrelationships between motivations and use intentions among DNs (DIs). Method and Data To test our hypotheses, we conducted a survey in which we presented participants with select branded apps. Study attendees were asked to interact with one of two randomly assigned apps. To obtain data variance, two apps were chosen that represent the recently available content orientations of branded apps (Kim, Lin, and Sung 2013). Both the informational and entertaining apps promoted the same brand. Data were collected among smartphone users in the summer of 2013 in Germany during a four-week period. The final sample comprises 226 usable questionnaires and is representative regarding smartphone users in Germany in terms of age and gender (Comscore 2013). The questionnaire consisted of four parts and captured individuals' answers regarding private Apple or Android smartphone use, brand knowledge, general mobile app knowledge, prior brand evaluations, and brand involvement. In the second part of the questionnaire, participants were asked to interact and become familiar with one of the above-mentioned apps. The audience assessed the branded app used in terms of perceived usefulness, perceived ease of use, perceived enjoyment, perceived entertainment and future use intentions on seven-point Likert scales. As an incentive, participants had the opportunity to to take part in a drawing for Amazon gift cards. Summary of Findings To analyze differences between DNs and DIs on the model and path level, we conducted multi-group SEM. The findings suggest that DNs and DIs, despite their different digital origins, form use intentions toward branded apps through similar motivations. The findings of the analyzed differences between the respective path coefficients for both groups indicate that the impact of PEU on PU is weaker for DIs (γ21=.017, n.s.) than for DNs (γ21=.328, p<.05). Analysis of the remaining path coefficients reveals that there are no significant differences between DNs and DI. Moreover, we modeled the moderating effect of perceived entertainment as an interaction term (Chin, Marcolin, and Newsted 1996) separated the estimation of the models with interaction terms and obtained results for DNs and DIs. Our findings demonstrate that DIs react sensitively to the specific content type of branded apps, whereas DNs do not change the strengths of the motivations that form use intentions for branded apps. Unexpectedly, the perceived entertainment of a branded app strengthens the relationship between PU and PE (and use intentions) among DIs compared with the relationship between PE and use intention that is weakened by the moderator. Key Contributions Based on the results gained in our study, marketers do not have to highlight different extrinsic or intrinsic parameters when marketing to DNs and DIs. However, among DIs, they can strengthen the impacts of PEU and PU by providing them with entertainment content. Hereby, use intentions can be positively influenced solely via the app's PU. Consequently, we suggest that marketers target DIs via an entertainment app that also offers high user value, such as a gaming app that allows users to unlock supplementary information and additional functionalities after a successful game. When trying to strengthen DNs' use intentions via extrinsic and intrinsic motivations, it is irrelevant whether the branded app is hedonic or utilitarian oriented. Although this study provides new insights into motivations and intentions to use branded apps, additional research should be encouraged to enrich our understanding. Thus, by considering the impact of prior knowledge and attitudes, future studies might illustrate a variety of apps to identify differences beyond product categories (e.g., durables versus consumer goods) and brands. Moreover, with regard to our finding that an entertainment content orientation weakens the impact of enjoyment on the use intention, future research might rely on a deepened view of intrinsic motivations. [ABSTRACT FROM AUTHOR]

While emotions are generally not assumed to be of importance as antecedents to consumer acceptance of innovations, this study proposes that attitude formation works differently in case of emergent technologies due to their nature of higher levels of uncertainty. Results of a scenario-based survey drawing on 731 consumers and a corresponding mediated moderation model show that emotions do play a key mediating role in explaining purchase intentions in product innovations drawing on emerging technologies. In particular, in case of all three products investigated optimism and worry show significant mediation effects. For cream, the risk-purchase intention link is fully mediated via worry. In turn, the impact of usefulness on purchase intention is partially mediated by optimism. For plaster and chocolate, optimism functions as a full mediator for the relationship between usefulness and purchase intention, while worry partially mediates the relationships between risk and purchase intention. While plaster and chocolate models are generally working in a similar vein, the mediation of the Risk-Worry-Purchase Intention-link is significantly stronger in case of chocolate as compared to plaster. In addition, the level at which the phenomena occur differs significantly. [ABSTRACT FROM AUTHOR]