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1 – 10 of 63This study addresses the impact of aesthetics and formality in Food Delivery Applications (FDAs) in evoking emotions, and how these influence the intention to reuse and compulsive…
Abstract
Purpose
This study addresses the impact of aesthetics and formality in Food Delivery Applications (FDAs) in evoking emotions, and how these influence the intention to reuse and compulsive usage, providing critical insights for designing responsible and effective marketing strategies.
Design/methodology/approach
A quantitative analysis of data collected from 1,029 FDA users was employed, using the PAD (Pleasure, Arousal, Dominance) theory to investigate how aesthetic design and formality affect emotions and consumer behaviour towards the applications.
Findings
The study reveals that aesthetic appeal and formality significantly impact emotions of dominance, arousal, and pleasure, which are decisive in users' decisions to continue using FDAs and in the manifestation of compulsive usage behaviours.
Research limitations/implications
This study presents inherent limitations due to its cross-sectional design, which prevents offering a longitudinal perspective on the evolution of consumer behaviour regarding FDAs. The actual purchasing behaviour is not examined, but rather the suggested experiences. Future research could be enriched by considering cultural, social, and demographic factors, the influence of sustainability on the perception and use of FDAs, and the importance of specific sustainable practices. Adopting a longitudinal approach and utilising actual usage data would allow for a deeper and more nuanced understanding of consumer behaviour towards FDAs, taking into account both personal factors and functional attributes of FDAs along with their aesthetic appeal and emotional reactions.
Practical implications
The findings provide guidelines for FDA companies to optimise their interfaces to enhance user experience, foster loyalty, and prevent compulsive usage. They emphasise balancing aesthetics and functionality to induce more conscious and sustainable consumption behaviours.
Social implications
This study highlights significant social implications stemming from the integration of aesthetic appeal and formality in Food Delivery Apps (FDAs) and their effect on consumer emotions, which in turn influences reuse intention and compulsive use. Amidst the COVID-19 pandemic, consumer behaviours have shifted towards increased electronic transactions and hedonic consumption as responses to stress, anxiety, and boredom, leading to a reevaluation of life experiences through technological means. The research underlines the critical role of emotions, particularly pleasure, dominance, and arousal, in promoting the intention to reuse FDAs, which has far-reaching implications for consumer engagement, compulsive usage patterns, and the need for responsible, sustainable consumption practices. It suggests a new avenue for businesses and policymakers to consider emotional impacts and consumer satisfaction in the design and regulation of FDAs, aiming to mitigate potential adverse effects of compulsive usage and to encourage sustainable, responsible consumption behaviours.
Originality/value
The research offers a novel perspective by exploring how aesthetic and emotional dimensions affect consumer loyalty and compulsivity. These areas are still to be examined in depth in the marketing literature. The findings enhance the theoretical and practical understanding of FDA marketing, demonstrating how design can influence consumer well-being and the sustainability of purchasing behaviour.
Highlights
Novel use of PAD theory to analyse FDA’s aesthetic appeal and formality on user emotions.
FDA’s aesthetic appeal significantly influences reuse intentions and compulsive usage.
Emotions of pleasure, dominance, and arousal are directly linked to FDA reuse intention.
Pleasure and reuse intention influence the compulsive use of FDAs.
Novel use of PAD theory to analyse FDA’s aesthetic appeal and formality on user emotions.
FDA’s aesthetic appeal significantly influences reuse intentions and compulsive usage.
Emotions of pleasure, dominance, and arousal are directly linked to FDA reuse intention.
Pleasure and reuse intention influence the compulsive use of FDAs.
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Nannan Xi, Juan Chen, Filipe Gama, Henry Korkeila and Juho Hamari
In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in…
Abstract
Purpose
In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.
Design/methodology/approach
This study conducts a 2 (VR: with vs. without)Â Ă—Â 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.
Findings
Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.
Originality/value
This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.
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Faten Ben Bouheni, Mouwafac Sidaoui, Dima Leshchinskii, Bryan Zaremba and Mousa Albashrawi
The purpose of this study is to investigate how the implementation of digital banking services (mobile applications) by globally systemically important banks (G-SIBs) affects…
Abstract
Purpose
The purpose of this study is to investigate how the implementation of digital banking services (mobile applications) by globally systemically important banks (G-SIBs) affects banks’ performance in the USA and Europe from 2005 to 2022.
Design/methodology/approach
The study employs advanced econometric methods to analyze the link between deposits and banking performance, utilizing linear regressions and multivariate Bayesian regressions.
Findings
Our results indicate that customer deposits positively impact a bank’s performance after the introduction of the mobile application feature of check deposits, whereas social risk negatively impacts banking financial performance. These findings support the hypothesis that technology implementation improves the profitability and growth of traditional banks.
Research limitations/implications
While findings are robust econometrically in linear and Bayesian regressions, variables reflecting the digitalization of banks remain limited. For instance, the number of mobile users or the volume of digital transactions per bank since the implementation of the mobile app is not available.
Practical implications
In a rapidly growing technology and constantly changing customers behaviors, this research has practical implications from bankers’ perspective to continue the technological innovation efforts and from regulators’ perspective to strengthen requirements for the digital banking services.
Social implications
We provide empirical evidence that including a banking app for smartphones’ users for remote banking services benefit the financial performance of banks. However, the social risk remains significant for banks in terms of customers' satisfaction, data privacy and cybersecurity.
Originality/value
This paper employs an innovative approach to create a mobile app “discriminatory” factor and examine the relationship between deposits and banks’ performance before and after the introduction of a mobile app for too-big-to-fail banks in Europe and the USA. Additionally, we consider the social risk component of the ESG score, as a bank’s decision to implement mobile applications and technology for its customers potentially affects social risks associated with customer satisfaction and technology usability.
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Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham and Ai-Phuong Hoang
Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most…
Abstract
Purpose
Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.
Design/methodology/approach
Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.
Findings
The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.
Practical implications
The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.
Originality/value
This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).
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Kai-Yu Wang, Abdul Rehman Ashraf, Narongsak Thongpapanl and Idaf Iqbal
This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and…
Abstract
Purpose
This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.
Design/methodology/approach
An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.
Findings
Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.
Practical implications
The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.
Originality/value
This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.
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Charul Agrawal and Taranjeet Duggal
The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been…
Abstract
The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.
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Wei Du and Yiqin Wang
The widespread application of smart technologies in services not only brings efficiency and convenience to consumers but also inevitably comes with negative effects. Therefore…
Abstract
Purpose
The widespread application of smart technologies in services not only brings efficiency and convenience to consumers but also inevitably comes with negative effects. Therefore, this article aims to illustrate the impact of privacy invasion on consumers' intention to use smart services. Using distrust as a mediating variable, compare two different modes of interaction between voice and text, and study the positive impact of privacy commitment. This study aims to provide recommendations for smart service providers to make the consumer experience better.
Design/methodology/approach
This paper adopts an experimental approach, with data collection and hypothesis analysis by designing four different experiments.
Findings
The results show that the negative impact of privacy invasion on consumers' intention to use smart services is moderated by privacy commitments and interaction modes. This article verifies the mediating effect of distrust on consumers' intention to use when privacy invasion occurs and verifies the moderating effect of the interaction modes by comparing voice interaction with text interaction and demonstrates that text interaction mode will attenuate the mediating role of distrust in the path in privacy invasion. Besides, it also indicates that privacy commitments can moderate the relationship between privacy invasion’s effect on distrust and intention to use.
Originality/value
Focusing on privacy invasion, this study explores consumers' intention to use smart services, compares the two interaction modes of voice and text to explore their moderating effects, deeply explores consumer psychology and studies the mediating role of distrust and the moderating role of privacy commitment.
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Hanna Lee, Md. Rafiqul Islam Rana and Yingjiao Xu
This study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury…
Abstract
Purpose
This study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury wearables minted as blockchain-based NFTs. Specifically, it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs.
Design/methodology/approach
Data were collected via an online survey of 504 young US consumers who had previously considered purchasing luxury fashion products and NFTs. Structural equation modelling was adopted for analysis.
Findings
Perceived economic, functional (uniqueness) and experiential (self-directed pleasure and affiliation) values of VL-NFTs directly influenced consumers' purchase intention. While symbolic value (self-presentation and conspicuousness) did not significantly influence purchase intention, it facilitated consumer engagement with NFTs. Moreover, consumer engagement mediated the relationship between economic and functional values and purchase intention.
Research limitations/implications
The sample was only comprised of young consumers, limiting the generalizability. Additionally, consumers may perceive VL-NFTs differently because of differences in past experiences and the varying VL-NFT types, necessitating further investigation on consumers' motivations across different types of VL-NFTs.
Originality/value
This study contributes to the existing literature by examining the importance of multifaceted perceived-value dimensions and engagement with NFTs in consumers' motivation for purchasing VL-NFTs through the lens of the customer value framework.
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Charlene Elliott, Emily Truman and Jordan LeBel
Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults  
Abstract
Purpose
Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.
Design/methodology/approach
Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).
Findings
A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.
Originality/value
This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.
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Rabiya Nawaz, Maryam Hina, Veenu Sharma, Shalini Srivastava and Massimiliano Farina Briamonte
Organizations increasingly use knowledge arbitrage to stimulate innovation and achieve competitive advantage. However, in knowledge management its use in startups is yet…
Abstract
Purpose
Organizations increasingly use knowledge arbitrage to stimulate innovation and achieve competitive advantage. However, in knowledge management its use in startups is yet unexplored. This study aims to examine the utilization of knowledge arbitrage by startups, specifically during COVID-19.
Design/methodology/approach
This study employed an open-ended essay methodology to explore the drivers and barriers that startups face in utilizing knowledge arbitrage. We collected data from 40 participants to understand the role of knowledge arbitrage in startups’ knowledge management practices.
Findings
This study’s findings highlight the significance of knowledge arbitrage for startups. The benefits identified include organizational benefits such as building networks, innovating new products and achieving competitive advantage and financial benefits such as cost reduction and sales growth. The study also identifies several technological and organizational drivers and barriers that startups confront during knowledge arbitrage.
Originality/value
This study contributes to the existing literature on knowledge management by extending our understanding of knowledge arbitrage’s role in startups. Additionally, it sheds light on the importance of knowledge arbitrage for startups and the challenges they face, particularly in a disrupted environment reared by COVID-19. The study provides insights for the scholars and practitioners interested in effective knowledge management in startups.
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