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Behavioral Sciences
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Consumer Behavior in the Digital Age: An Exploration through the...
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Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology

A special issue of Behavioral Sciences (ISSN 2076-328X). This special issue belongs to the section "Behavioral Economics".

Deadline for manuscript submissions: 31 May 2024 | Viewed by 7359

Special Issue Editors

Dr. Minseong Kim

E-Mail Website
Guest Editor
Department of Management and Marketing, Louisiana State University in Shreveport, Shreveport, LA 71115, USA
Interests: digital marketing; digital consumer behavior; digital technology; social media marketing
Special Issues, Collections and Topics in MDPI journals
Dr. Jihye Kim

E-Mail Website
Guest Editor
Department, Department of Integrated Strategic Communication, University of Kentucky, Lexington, KY 40506, USA
Interests: digital consumer behavior; strategic communication
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In today’s era of digital transformation, the study of consumer behavior in digital environments has taken center stage, shaping industries and research landscapes alike (Sağkaya Güngör & Ozansoy Çadırcı, 2022). The digital landscape has profoundly altered consumer behavior, blurring the lines between online and offline realms. Offline behaviors now influence online behaviors, and vice versa (Kim & Kim, 2020). From online shopping habits and social media engagement to the impact of artificial intelligence and big data, understanding how consumers interact with digital environments has become of urgent concern (Lee & Kim, 2023).

The aim of this Special Issue is to comprehensively explore the multifaceted aspects of digital consumer behavior within the framework of behavioral sciences. We invite original research contributions that illuminate the dynamics, motivations, and outcomes of digital consumer behavior within behavioral sciences. Our objectives encompass:

Exploring Influences: Investigating the psychological and sociological factors influencing consumer behavior in the digital environment.
Marketing Dynamics: Scrutinizing the role of digital marketing strategies in shaping consumer behavior.
Cross-Contextual Perspectives: Analyzing cross-contextual perspectives on digital consumer behavior, such as examining how various social media platforms (e.g., YouTube vs. Instagram) impact consumer choices.
Ethical Considerations: Examining the ethical implications of digital consumer profiling and data privacy.
Innovative Insights: Identifying innovative applications of behavioral insights in digital marketing and social media influencer marketing.

This Special Issue is of immense interest to researchers, scholars, practitioners, and policymakers operating at the intersection of digital technology, consumer behavior, and behavioral sciences. We actively encourage submissions that offer multidisciplinary perspectives.

References

Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419.

Lee, S. M., & Kim, M. (2023). How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? Behavioral Sciences, 13(3), 211.

Sağkaya Güngör, A., & Ozansoy Çadırcı, T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies, 46(5), 1829-1858.

Dr. Minseong Kim
Dr. Jihye Kim
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Behavioral Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

 

Keywords

  • digital marketing
  • digital consumer behavior
  • digital technology
  • social media marketing
  • strategic digital communication

Published Papers (5 papers)

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Research

15 pages, 233 KiB  
Article
How Does Smartphone Use Impact Loneliness in the Post-COVID Landscape in Japan?
by Yu Kuramoto, Honoka Nabeshima, Mostafa Saidur Rahim Khan and Yoshihiko Kadoya
Behav. Sci. 2024, 14(4), 294; https://doi.org/10.3390/bs14040294 - 03 Apr 2024
Viewed by 617
Abstract
Smartphone use during the active phase of the COVID-19 pandemic emerged as a crucial means of facilitating communication when strict physical distancing was recommended. Previous studies conducted during the pandemic have suggested that smartphone use contributes to reduced loneliness. However, the influence of [...] Read more.
Smartphone use during the active phase of the COVID-19 pandemic emerged as a crucial means of facilitating communication when strict physical distancing was recommended. Previous studies conducted during the pandemic have suggested that smartphone use contributes to reduced loneliness. However, the influence of smartphone usage on the experience of loneliness in the aftermath of the active phase of the COVID-19 pandemic, also referred to as the post-COVID era, remains unclear, particularly because many physical communication restrictions were lifted during this period. To explore the association of smartphone use with the experience of loneliness in the post-COVID era, we analyzed the latest data from 2022 and 2023, when the COVID-19 pandemic gradually concluded. Our findings revealed that, in 2023, smartphone use increased the risk of loneliness among individuals aged 50–64 years. Conversely, among the younger generations, increased smartphone use was associated with decreased loneliness. The results of our study suggest that smartphones can serve as a significant tool for alleviating loneliness among the younger generations during the post-pandemic period. Full article
(This article belongs to the Special Issue Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology)
23 pages, 1018 KiB  
Article
Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern
by Yuan-Fu Lee, Chen-Yueh Chen, Ya-Lun Chou and Yi-Hsiu Lin
Behav. Sci. 2024, 14(4), 285; https://doi.org/10.3390/bs14040285 - 30 Mar 2024
Viewed by 808
Abstract
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily [...] Read more.
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus–Organism–Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan’s professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves’ fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research. Full article
(This article belongs to the Special Issue Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology)
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22 pages, 1880 KiB  
Article
Understanding Mobile OTT Service Users’ Resistance to Participation in Wireless D2D Caching Networks
by Yumi Jang and Seongcheol Kim
Behav. Sci. 2024, 14(3), 158; https://doi.org/10.3390/bs14030158 - 21 Feb 2024
Viewed by 716
Abstract
With the explosive pace of mobile over-the-top (OTT) video content streaming services, mobile network traffic has seen unprecedented growth in recent years. However, the limitation of antenna performance, the burden of investment cost, and restricted resources hinder improving the current mobile networks’ functionality. [...] Read more.
With the explosive pace of mobile over-the-top (OTT) video content streaming services, mobile network traffic has seen unprecedented growth in recent years. However, the limitation of antenna performance, the burden of investment cost, and restricted resources hinder improving the current mobile networks’ functionality. Accordingly, wireless device-to-device (D2D) caching networks came to the fore as one of the competitive alternatives for alleviating the overloads of mobile network traffic. Wireless D2D caching networks can be a desirable alternative for OTT service providers and telecommunication operators, but the problem is user resistance. User participation is imperative to deliver wireless D2D caching network functionality successfully. Thus, to gain a deeper understanding of user resistance toward wireless D2D caching networks and their underlying sources, this study introduces two perceived cost factors contributing to this resistance and one perceived benefit that mitigates such resistance. Based on an online survey, this study found new theoretical links among perceived costs and benefits, resistance, and participation intention. The findings reveal that user resistance is predicted by perceived costs, encompassing resource sacrifices and privacy concerns, whereas perceived benefits—specifically, perceived usefulness—did not significantly influence resistance. This implies that telecommunication operators should prioritize market requirements over technological advantages, emphasizing the potential for successful commercialization of wireless D2D caching networks. Full article
(This article belongs to the Special Issue Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology)
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17 pages, 511 KiB  
Article
Understanding the Purchase Decisions of Silver Consumers in Short-Form Video Platforms from the Perspective of Existence, Relatedness, and Growth Needs
by Xicheng Yin, Yicheng Li, Rui Gao, Jieqiong Li and Hongwei Wang
Behav. Sci. 2023, 13(12), 1011; https://doi.org/10.3390/bs13121011 - 13 Dec 2023
Viewed by 1546
Abstract
The differentiated characteristics of the silver (elderly) group from other groups means that the previous interaction mechanism in short-form video (SFV) e-commerce is no longer applicable. Drawing on sociotechnical systems theory and the ERG theory, this study is motivated to explore the purchase [...] Read more.
The differentiated characteristics of the silver (elderly) group from other groups means that the previous interaction mechanism in short-form video (SFV) e-commerce is no longer applicable. Drawing on sociotechnical systems theory and the ERG theory, this study is motivated to explore the purchase intention of silver consumers in SFV platforms. We categorize the characteristics of SFV platforms into social and technical aspects, and analyze silver consumers’ purchasing decisions in terms of existence, relatedness, and growth needs. The empirical results of 284 samples show that social belonging, perceived trust, and product relevance are positive factors that promote purchase. Information diversity and social interaction have significant positive effects on social belonging and perceived trust. Recommendation affordance is significantly positively associated with perceived trust and product relevance, while platform ease of use did not have a significant effect on perceived trust. The findings provide management insights into SFV platforms to better understand the digital divide faced by silver consumers and to facilitate increased consumption. Full article
(This article belongs to the Special Issue Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology)
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14 pages, 639 KiB  
Article
Parasocial Interactions in Digital Tourism: Attributes of Live Streamers and Viewer Engagement Dynamics in South Korea
by Minseong Kim
Behav. Sci. 2023, 13(11), 953; https://doi.org/10.3390/bs13110953 - 20 Nov 2023
Cited by 2 | Viewed by 1897
Abstract
This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea’s digital landscape. The purpose of this research [...] Read more.
This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea’s digital landscape. The purpose of this research is to understand how the attractiveness, trustworthiness, and expertise of live streamers can affect the parasocial relationships—characterized by perceived friendship and trust—between viewers and streamers and how these relationships subsequently influence viewer loyalty and cooperation intentions. A quantitative research methodology was employed, utilizing a structured online survey distributed by a leading market research agency in South Korea. The survey targeted a diverse demographic to ensure a comprehensive analysis of digital consumer behavior in the tourism sector. Data were analyzed using IBM SPSS Statistics 28.0 and IBM SPSS Amos 28.0, employing structural equation modeling to test the hypothesized relationships. The results revealed that while attractiveness and trustworthiness impact perceived friendship, only expertise significantly affects trust for a travel live streamer. Furthermore, perceived friendship plays a crucial role in fostering loyalty to and cooperation with the streamer, having practical implications for the tourism industry in terms of crafting marketing strategies and training digital ambassadors. Th study extends parasocial interaction theory to the digital travel domain, providing original insights into virtual tourist behavior and highlighting live streaming’s significant contribution to viewer engagement. This research has limitations in its geographical focus on South Korea, suggesting the need for cross-cultural studies to validate the findings. Overall, this study offers valuable contributions to the academic literature and practical guidance for the tourism industry, emphasizing the importance of digital personalities in post-pandemic tourism recovery strategies. Full article
(This article belongs to the Special Issue Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology)
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