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1 – 10 of 145Kojo Kakra Twum and Andrews Agya Yalley
The use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the…
Abstract
Purpose
The use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the willingness of technology end users to use innovative technologies. This study, therefore, aims to determine the factors affecting the intention to use marketing analytics technology.
Design/methodology/approach
This study surveyed 213 firm employees. The quantitative data collected was analysed using partial least squares structural equation modelling.
Findings
The results reveal that performance expectancy, facilitating conditions, attitudes and perceived trust have a positive and significant effect on intentions to use marketing analytics. Effort expectancy, social influence and personal innovativeness in information technology were found not to predict intentions to use marketing analytics.
Practical implications
This study has practical implications for firms seeking to enhance the use of marketing analytics technology in developing countries.
Originality/value
This study contributes to the use of UTAUT, perceived trust, personal innovativeness and user attitude in predicting the intentions to use marketing analytics technology.
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Adesegun Oyedele and Emily Goenner
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Abstract
Purpose
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Design/methodology/approach
The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.
Findings
The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.
Research limitations/implications
The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.
Practical implications
The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.
Originality/value
Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.
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Behzad Foroughi, Elaheh Yadegaridehkordi, Mohammad Iranmanesh, Teerachart Sukcharoen, Morteza Ghobakhlo and Mehrbakhsh Nilashi
Customers increasingly use food delivery applications (FDAs) to place orders. Despite the popularity of FDAs, limited research has investigated the drivers of the continuance…
Abstract
Purpose
Customers increasingly use food delivery applications (FDAs) to place orders. Despite the popularity of FDAs, limited research has investigated the drivers of the continuance intention to use FDAs. This study aims to uncover the drivers of the continuance intention to use FDAs by integrating the “technology continuance theory” (TCT) with perceived task-technology fit, perceived value and perceived food safety.
Design/methodology/approach
Data were collected from 398 individuals in Thailand and evaluated using “partial least squares” (PLS) and “fuzzy-set qualitative comparative analysis” (fsQCA).
Findings
The PLS results supported the significance of all direct relationships, except the effects of perceived ease of use on attitude and perceived usefulness on continuance intention. Accordingly, perceived food safety positively moderated the impact of perceived ease of use on attitudes. The fsQCA uncovered seven solutions with various combinations of factors that predicted high continuance intention.
Practical implications
This study enables food delivery apps to develop effective strategies for retaining users and sustaining financial performance.
Originality/value
This research contributes to the literature by investigating the factors underlying the continuous use of FDAs with a new PLS-fsQCA technique and applying TCT in a new technological context, FDAs and enriching it by adding three variables: perceived task-technology fit, perceived value and perceived food safety.
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This study aims to understand the learner behaviour of millennials for Massive Open Online Courses (MOOCs) in the post-adoption stage by extending the theory of Unified Theory of…
Abstract
Purpose
This study aims to understand the learner behaviour of millennials for Massive Open Online Courses (MOOCs) in the post-adoption stage by extending the theory of Unified Theory of Acceptance and User Technology 2 (UTAUT2) with expectancy confirmation model (ECM) along with personal innovativeness as the exogenous, satisfaction as a mediating and continued intention as an endogenous construct.
Design/methodology/approach
This study applied a cross-sectional research design by using a survey method to collect primary data with a structured questionnaire. Convenience sampling was used to collect data from millennial MOOC users, and partial least square structural equation modelling method was applied for data analysis.
Findings
The results indicate that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation influence satisfaction. Similarly, performance expectancy, hedonic motivation, personal innovativeness and satisfaction influence the continued intention for MOOCs.
Research limitations/implications
In terms of limitations, the study applied a cross-sectional research design that could lead to data collection bias. Similarly, the study used convenience sampling as the authors did not have access to the participant list of users from MOOC platforms.
Practical implications
The research highlights various insights to all the stakeholders on improving MOOC satisfaction and enhance the continued intention for millennial learners.
Originality/value
The findings of this research bridge this gap by examining the post-adoption usage behaviour of MOOCs by extending the baseline model of UTAUT2 with personal innovativeness and integrating it with ECM.
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Ruo-yu Liang, Yin Li and Wei Wei
Wearable health devices (WHDs) have demonstrated significant potential in assisting elderly adults with proactive health management by utilizing sensors to record and monitor…
Abstract
Purpose
Wearable health devices (WHDs) have demonstrated significant potential in assisting elderly adults with proactive health management by utilizing sensors to record and monitor various aspects of their health, including physical activity, heart rate, etc. However, limited research has systematically explored older adults’ continued usage intention toward WHD. By utilizing the extended unified theory of acceptance and use of technology (UTAUT2), this paper aims to probe the precursors of elderly adults’ continuance intention to use WHD from an enabler–inhibitor perspective.
Design/methodology/approach
The research model was developed based on UTAUT2 and examined utilizing the partial least squares technique (PLS). The research data were collected through in-person meetings with older people (n = 272) in four cities in China.
Findings
Results reveal that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic values and perceived complexity are the positive predictors of elderly adults’ continuance intention to use WHDs. Technology-related anxiety and usage cost negatively influence the formation of older people’s continuance intention.
Originality/value
This work is an original empirical investigation that draws on several theories as guiding frameworks. It adds to the existing literature on the usage of wearable technologies and offers insights into how the elderly’s intentions to continue using WHDs can be developed. This study broadens the scope of the UTAUT2 application and presents an alternative theoretical framework that can be utilized in future research on the usage behavior of wearable devices by individuals.
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Haroon Iqbal Maseeh, Charles Jebarajakirthy, Achchuthan Sivapalan, Mitchell Ross and Mehak Rehman
Smartphone apps collect users' personal information, which triggers privacy concerns for app users. Consequently, app users restrict apps from accessing their personal…
Abstract
Purpose
Smartphone apps collect users' personal information, which triggers privacy concerns for app users. Consequently, app users restrict apps from accessing their personal information. This may impact the effectiveness of in-app advertising. However, research has not yet demonstrated what factors impact app users' decisions to use apps with restricted permissions. This study is aimed to bridge this gap.
Design/methodology/approach
Using a quantitative research method, the authors collected the data from 384 app users via a structured questionnaire. The data were analysed using AMOS and fuzzy-set qualitative comparative analysis (fsQCA).
Findings
The findings suggest privacy concerns and risks have a significant positive effect on app usage with restricted permissions, whilst reputation, trust and perceived benefits have significant negative impact on it. Some app-related factors, such as the number of apps installed and type of apps, also impact app usage with restricted permissions.
Practical implications
Based on the findings, the authors provided several implications for app stores, app developers and app marketers.
Originality/value
This study examines the factors that influence smartphone users' decisions to use apps with restricted permission requests. By doing this, the authors' study contributes to the consumer behaviour literature in the context of smartphone app usage. Also, by explaining the underlying mechanisms through which the principles of communication privacy management theory operate in smartphone app context, the authors' research contributes to the communication privacy management theory.
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John Hyland, Maeve Mary Henchion, Oluwayemisi Olomo, Jennifer Attard and James Gaffey
The aim of this paper is to better understand European consumers' behaviour in relation to Short Food Supply Chains (SFSCs), so as to provide insights to support their development…
Abstract
Purpose
The aim of this paper is to better understand European consumers' behaviour in relation to Short Food Supply Chains (SFSCs), so as to provide insights to support their development as part of a sustainable food system. Specifically, it aims to analyse consumer purchase patterns, motivations and perceived barriers and to identify patterns of behaviour amongst different consumer groups.
Design/methodology/approach
An online consumer survey was conducted in 12 European countries (n = 2,419). Quantitative data analysis, including principal component analysis (PCA) and cluster analysis, was undertaken using SPSS.
Findings
Four consumer clusters are named according to their behavioural stage in terms of SFSC engagement: Unaware Unengaged, Aware Unengaged, Motivationally Engaged and Executively Engaged. Unaware Unengaged and Aware Unengaged are in the non-engagement phase of behaviour. Motivationally Engaged are motivationally activated to engage in the behaviour but fail to do so consistently. Executively Engaged is the fully engaged cluster, being motivated to act and purchasing local food on a frequent basis. The results show an interesting interplay between motivations and barriers, i.e. higher scores for motivations and lower scores for barriers do not necessarily translate into higher purchase frequency.
Originality/value
The research gleans insights into the contextual factors that may inhibit SFSC purchases in different consumer segments. It offers practical implications for policymakers and others seeking to develop SFSCs as part of a sustainable food system.
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Shavneet Sharma and Gurmeet Singh
Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study…
Abstract
Purpose
Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study aims to delve into the determinants of consumers’ engagement with social media as a medium to address plastic pollution.
Design/methodology/approach
A conceptual model is developed that extends the behavioural reasoning theory (BRT). Using a quantitative approach, 476 responses underwent structural equation modelling analysis.
Findings
Results indicate that “reasons for” positively correlate with attitude and intention towards socially responsible engagement. Contrarily, “Reasons against” demonstrated a positive association with socially responsible engagement intention. Attitudes favouring socially responsible engagement correlate positively with the underlying intention. The moderation analysis underscores the positive relation of social return on social media with consumers’ attitude and their “reasons for” leaning towards socially responsible engagement intention. Notably, a positive connection was established between socially responsible engagement intention and the trifecta of consumption, contribution and content creation behaviours.
Originality/value
By enhancing the BRT, this research sheds light on novel perspectives regarding consumers’ engagement on social media platforms. Distinctively, it is among the handful of studies probing the influence of behavioural intention across diverse behavioural outcomes. The insights gained from this study, grounded in empirical evidence from an emerging market, are poised to guide policymakers, governmental agencies and industry practitioners in formulating effective strategies to combat plastic pollution. Additionally, the study can assist in achieving the UN sustainable development goals (SDGs), specifically SGD 12, SGD 13, SDG 14 and SGD 17.
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Mon Thu Myin and Kittichai Watchravesringkan
Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual…
Abstract
Purpose
Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.
Design/methodology/approach
Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.
Findings
The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.
Originality/value
This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.
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Abhishek Talawar, Sheena Suresh and Sreejith Alathur
This paper aims to evaluate the impact of various preview modes on tourist attitudes and intentions to visit a destination based on consumers’ level of involvement in travel…
Abstract
Purpose
This paper aims to evaluate the impact of various preview modes on tourist attitudes and intentions to visit a destination based on consumers’ level of involvement in travel decision-making.
Design/methodology/approach
The study was conducted as a between-subjects one-factor [preview mode: static images vs 360-degree tour vs virtual reality (VR) mode] in a laboratory experiment setup to examine how consumers with different levels of involvement in travel decision-making respond to destination marketing toward three different preview modes.
Findings
The findings indicated that VR preview mode highly influences tourist attitudes and visit intentions toward a destination compared to static images and 360-degree tours. This effect is more significant among participants with higher levels of customer involvement. Finally, the results from the study offer empirical evidence of the effectiveness of VR in shaping user behavior compared to traditional preview modes.
Research limitations/implications
The limitations are using a non-probability sampling method, a small sample size and affordable mobile-compatible VR headsets.
Practical implications
This study offers empirical evidence on the effectiveness of VR in shaping tourist behavior compared to traditional preview modes. It helps destination marketers develop appropriate strategies for promoting tourist destinations.
Originality/value
The novelty of this paper lies in understanding the effectiveness of VR in shaping tourist behavior with different levels of customer involvement in travel decision-making.
Details