Emi Moriuchi

Rochester Institute of Technology | RIT · Saunders College of Business

In light of a growing interest in alternative consumption channels, this study proposes a conceptual framework that examines the relationship between repeat online consumers’ perceived value of used products and their re-purchasing intention from a secondary marketplace platform. Two studies were conducted. Study 1 aims to test the conceptual model...

Virtual reality (VR) as a communication tool is increasingly gaining attention in various contexts, including the promotion of fundraising and donation‐based activities. Recent academic literature tends to focus on VR as a valuable tool for human‐human donation, with little consideration of the human‐animal donation context. Furthermore, the use of...

Purpose Technology has advanced and led the revolution of the online e-commerce industry through various online platforms. These online platforms were integrated to enhance customer's shopping experience, promoting different business models including consumer-to-consumer (C2C) secondary e-commerce market. This new online business model has been gai...

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...

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 betwe...

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 in...

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 t...

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 o...

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...

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 ment...

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 th...

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...

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 an...

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 photogr...

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, Ja...

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...

This study examined generational discrepancies among Indian Gen X and Millennial consumers' attitude toward online star ratings. The results show online star rating involvement has an impact on perceived ease of use and perceived usefulness of star ratings as well as the intention to use online ratings for both generations. However, Millennial cons...

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 expla...

Purpose The purpose of this study is to examine the role of brand names and product types on bicultural’s purchasing intention. In cross-cultural marketing, a current popular position among bicultural consumer advocates that brand name that has a foreign character denotes that when an unknown brand is present, and if the unknown brand is a hedonic...

This study examines young American consumers’ perceptions towards product uniqueness and product popularity signal in ads. Two theories, commodity theory and need for uniqueness theory, are used. Keller (2001) posits that consumers’ brand perceptions are driven by their unique needs. Aggarwal and McGill (2012) noticed that scarcity messages will in...

Natural disaster is inevitable and people’s cooperation is indispensable. With the power of advertising, in-group and out-group donors perceive a different “need” to donate to the respective groups of victims (domestic vs. international). However, past research has yet to clarify the type of messages that differentiates individual’s donation behavi...

Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general,...

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. Bicu...

The purpose of this study is to expand the literature and determine factors that impact alumni giving and loyalty at institutions of higher education. Specifically, this research aims to identify a relationship between university traditions and rituals, the relationships of an alumni brand community, and loyalty toward an institution of higher educ...

This study seeks to verify the existence of a phenomenon of bicultural consumers’ feeling towards their ethnicity (Fielding and Fielding, 1986) by exploring their verbatim self-reports with a minimum of formal structure. The methodological approach employed in this study is a response to the epistemological call for more naturalistic and experienti...