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AbstractThe commuting cost has increased inevitably under the background of industrialization and urbanization, which has vital impacts on daily life. In this paper, we implement an empirical study to explore the impact of commuting time on hedonic consumption and the underline mechanism of perceived stress based on the data of CFPS 2014 (a national social tracking survey project). The Tobit regression combined with the Heckman two‐stage model is applied to correct the sample selection bias. The results show that the increase in commuting time will aggrandize residents' tendency and expenditure of hedonic consumption. Moreover, we conduct situational experiments as a supplement to verify the main effect and mediation mechanism to exclude alternative explanations. The mechanism analyses prove that the perceived stress caused by long commuting time is a possible mediator for hedonic consumption. This study enriches the relative studies on social influences of commute, especially proving that this social issue may provide some benefits for business practice.

PurposeIn an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group characteristics on brands. To partially fill this gap, this study examines how group characteristics influence brand loyalty from the perspective of social identity theory. Specifically, by collecting data from an online survey, this paper investigates the effects of group similarity, group receptivity and group involvement on brand loyalty, the mediating role of community identification and the moderating effect of tenure in a community.Design/methodology/approachData from 482 brand community members were analyzed using structural equation modeling.FindingsThe results show that group similarity, group receptivity and group involvement increase brand loyalty; furthermore, the effect is mediated by community identification. Moreover, group receptivity is more effective in fostering community identification of short-tenure members, whereas group similarity plays a more important role for long-tenure members.Originality/valueThis paper enriches the brand community literature from a group perspective and provides implications for how brand communities develop customer loyalty strategies.