Journal of Marketing and Market Studies 08/2024

It is of great significance for college students, being an important consumer group of digital cultural products and services, to study their consumption willingness and influencing factors. Based on six variables, namely: product attribute cognition, technology information cognition, product information acquisition, subjective norm, perceived behaviour control and consumption willingness, this paper constructs a structural equation model, explores the influencing factors, analyses the action path, and expands the research perspective of digital cultural consumption. It is found that the internal perception and external conditions of college students directly affect the emergence of consumption intention of digital culture; the attribute of cultural products will not directly contribute to the emergence of digital cultural consumption intention; information exchange can be used as an intermediary to promote emergence of digital cultural consumption intention; digital technology needs to play a promoting role with the help of normative forces. Based on that, this paper puts forward policy suggestions from strengthening environment creation, focusing on content upgrading, paying attention to platform functions, attaching importance to cultural norms, etc., in order to promote the quality and efficiency of digital cultural consumption.

The purpose of the article is to analyse and evaluate the functioning of the credit card market in the Polish banking services market, from 2009 to 2023, as well as to identify the trends of changes that may occur in the credit card market at the end of 2024 and in 2025. For the study, development trend models were used to forecast the changes that will occur in the credit card market in Poland. The analysis was carried out with the use of Statistica 13.3. The analysis was based on the results of a study conducted by the National Bank of Poland on the use of payment cards, including credit cards, in retail payments. The article hypothesizes that with the increasing fees associated with the use of credit cards, the number of credit cards issued, as well as the number of transactions carried out using them, is decreasing. The research conducted in the article made it possible to make a prediction, according to which the number of credit cards can be expected to fall to 3.51 million cards by the end of 2024, and to fall to 2.17 million by the end of 2025. On the other hand, the value of credit card transactions conducted, according to the forecast, will increase to PLN 61,807.11 million by the end of 2024, and to 64,249.09 million by the end of 2025. Further technological advances will have an increasing impact on increasing competition among credit card issuers. Banks are looking to modern technological solutions to achieve a competitive advantage in the market.

Online curation is a form of intermediation between producers and consumers supporting consumer decision making. In this article we analyse this phenomenon based on the examples of selected platforms in East and Southeast Asian markets using the service-dominant logic (SDL) theoretical framework. Based on a literature review, we conceptualise it as its own unique model of value co-creation, where value appropriation is unevenly distributed between consumers and producers. Indeed, the consumers mostly receive intangible (experiential/ hedonic) value, while the business actors appropriate the tangible (cost/sacrifice) value. Understanding the types of value that can be co-created using curatorship model, should make it easier to incorporate it into the marketing funnels of companies and integrate it with other communication and sales channels. The types of value co-created by different types actors in curatorship model could be further verified by qualitative studies of an ecosystem based around curatorship platform such as Taobao or Naver Shopping.

ESG factors (Environmental, Social, Governance) are changing the business environment of organizations in many cross sections. The key issue now is how companies are responding and able to adapt their business strategies to the new conditions. Sustainability brings a number of changes and challenges in the areas of regulation, access and financing conditions, as well as increasing pressure and expectations from consumers, employees, suppliers for transparent, valuable and realistic ESG activities of organizations. Based on these, it is possible to credibly build brand purpose strategies. The aim of the article is to demonstrate whether companies that have implemented the first sustainable activities are planning in the near future or have already started building value-based brands in relation to the idea of sustainability. The empirical basis are the results of the research conducted in Poland, in October 2023 on a group of 122 marketing managers with the use of the CAWI method. The research indicated that the size of the organization, the type of relationship or the sources of income make it possible to assess the maturity and sophistication of companies and identify two paths for implementing sustainability transformation. At the same time, building brands on values is important to most Polish respondents. Currently, companies in the B2C sector, in the traditional channel, which have already started implementing regulations (large and medium-sized companies) are recognized as those which will the most widely build brands on values in 12 months. The least advanced are companies in which the digital channel is the dominant source of revenue. It should also be noted that there is an apparent knowledge gap among Polish marketers regarding reporting qualifications and sustainability requirements. This is an area in which marketers should quickly improve their qualifications.

Anti-consumption, seen as the opposite of materialism, is a growing field in consumer research, and one of its manifestations is voluntary simplicity. It is a lifestyle in which an individual limits his or her consumption in order to have more resources (time and money) to derive satisfaction from non-material goods. However, there are no scales in Polish that could be used to study it. The purpose of the present research was to fill this gap and conduct a Polish adaptation and validation of the voluntary simplicity scale. Two studies were conducted: the first, analysing the factor structure and reliability of the scale, and the second, examining its validity. The Polish version of the voluntary simplicity scale was found to be a valid and reliable tool in Polish conditions.