Paper Number

1585

Paper Type

Complete

Description

Price-oriented functions have been prevalently used by sellers for attracting consumers on e-marketplace platforms. However, existing literature has mixed understandings about its influence on improving consumer satisfaction. Besides, few studies have considered how cause-related marketing moderates the impact of price-oriented function usage. Therefore, this paper firstly explores the curvilinear relationship between price-oriented function usage and consumer satisfaction by adopting the repertoire perspective, then further considers the moderating role of cause-related marketing. This study collected data on 29,506 products from one e-marketplace platform in China. By using fixed-effects regression models, it is found that price-oriented function usage (i.e., volume and heterogeneity) have inverted U-shaped relationships with consumer satisfaction. In addition, cause-related marketing weakens the impact of price-oriented function usage heterogeneity on consumer satisfaction. This study contributes to research about platform function usage and guides sellers in terms of using those functions to stimulate consumer satisfaction.

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Dec 12th, 12:00 AM

Pay It Forward: Unraveling the Role of Cause-related Marketing in the Curvilinear Relationship between Price-oriented Function Usage and Consumer Satisfaction

Price-oriented functions have been prevalently used by sellers for attracting consumers on e-marketplace platforms. However, existing literature has mixed understandings about its influence on improving consumer satisfaction. Besides, few studies have considered how cause-related marketing moderates the impact of price-oriented function usage. Therefore, this paper firstly explores the curvilinear relationship between price-oriented function usage and consumer satisfaction by adopting the repertoire perspective, then further considers the moderating role of cause-related marketing. This study collected data on 29,506 products from one e-marketplace platform in China. By using fixed-effects regression models, it is found that price-oriented function usage (i.e., volume and heterogeneity) have inverted U-shaped relationships with consumer satisfaction. In addition, cause-related marketing weakens the impact of price-oriented function usage heterogeneity on consumer satisfaction. This study contributes to research about platform function usage and guides sellers in terms of using those functions to stimulate consumer satisfaction.

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