Search results

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

The adoption of mobile payment remains low in certain regions, highlighting the need to identify the factors that enable and inhibit its adoption. This study aims to address this gap by investigating the role of information security, loss aversion and the moderating influence of the herd effect on Inertia and behavioral intentions in the adoption of mobile payment systems.

A structural equation model was developed and tested with 332 valid questionnaires to examine the proposed hypotheses.

The empirical results reveal that information security plays a significant role as an enabler, while loss aversion acts as an inhibitor of mobile payment adoption. Furthermore, the study uncovers the moderating influence of the herd effect on the relationship between Inertia and behavioral intentions.

This study was conducted in a specific region and may not be generalizable to other regions. Future studies could expand the sample size and scope to enhance the external validity of the findings.

This study offers practical implications for mobile payment service providers. Understanding the key enabling and inhibiting factors identified in this study can guide providers in designing and improving their services. Strengthening information security measures can help build trust among potential adopters, while offering incentives can mitigate the impact of loss aversion and encourage early adoption.

The findings of this study have social implications as they contribute to promoting the adoption of mobile payment systems. Increased adoption can enhance financial inclusion and stimulate economic development.

This study provides novel insights into the enabling and inhibiting factors of mobile payment adoption and highlights the moderating role of the herd effect. By shedding light on the influence of social norms on individual behavior in the context of mobile payment adoption, this study contributes to the existing literature and advances our understanding of this phenomenon.

The study aims to identify the determinants of customer satisfaction in the electronic commerce (e-commerce) industry in Bangladesh. It also investigates whether acceptance of IT innovation mediates the relationship between the determinants of e-commerce and customer satisfaction.

A survey questionnaire had been designed and distributed among the customers of e-commerce businesses. Data were collected from 408 respondents, who were mostly from urban areas of the country. The collected data had been analysed with the application of the partial least square approach using SmartPLS4. First, the measurement model was applied to determine the validity and reliability of the dataset. Then, the structural model was utilized to justify the hypothesis.

The results showed that customer service, perceived ease of use and customer trust in e-commerce services have a significant positive impact on customer satisfaction. The acceptance of IT innovation, which showed a positive influence on customer satisfaction, enhanced customer satisfaction when accompanied by perceived ease of use and digital literacy.

The results would have valuable insight for the e-commerce business in designing their products and services and taking policies to achieve long-term customer loyalty.

This is the first study that incorporates IT innovation acceptance as a mediating variable. Although a number of factors have been identified as the determinants of customer satisfaction, the specific mechanism of IT innovation acceptance as a mediator between predictors and customer satisfaction is unique in this study.

The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.

The paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province.

Findings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability – a notion disproven by the analysis of the actual supply.

The study suggests that local agencies may overcome their “myopic” attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking.

There are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

This empirical paper investigates how entrepreneurial firms change their business models in the context of internationalization by identifying different forms of business model innovation (BMI) and exploring the interrelationship between BMI and internationalization.

Based on the dynamic states approach of entrepreneurship (Levie and Lichtenstein, 2010), this paper analyses primary and secondary data from nine European firms following a multiple case study approach.

This paper presents four patterns of radical change and eight types of incremental adaption with-in business models in the context of internationalization. We describe these BMI patterns and types, and we also show how they contribute to increasing involvement in international business activities and the internationalization-related triggers that might cause them.

This paper contributes to a better understanding of the BMI process in the course of internationalization. It also highlights the complex interrelationship between BMI and internationalization by building on a progressive theoretical approach.

The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U&GT), this study aims to explore the use of AR for learning satisfaction and student engagement, while also examining differences in learning styles.

This study used experiments with higher education students in the UK to explore the use of AR as part of the learning experience. Data from 173 students who experienced AR as part of their learning experience were analysed using partial least square analysis.

The authors found that hedonic, utilitarian, sensual and modality gratifications influence AR learning satisfaction and student engagement. Furthermore, the authors found differences between active and passive learners with regards to utilitarian (information seeking, personalisation) and sensual gratifications (immersion, presence) and effects on learning satisfaction.

This study developed and validated a U&GT framework incorporating different learning styles rooted in Kolb’s learning cycle. Findings provide important implications for the use of commercial AR applications as part of the learning experience within higher education settings.

The rapidly growing e-commerce industry with its special characteristics brings new challenges to the optimization of the supply chain and inventory management. This study aims to investigate the inventory-related optimization of an e-marketplace official store that works on a business-to-customer system when cashback promotion is used to attract more customers. Also, it proposes a new inventory model to maximize the e-commerce profit by optimizing the cashback amount and delivery period.

The proposed model assumes that customer demand is a function of price and delivery time and that price is affected by the cashback amount. The e-commerce operator has a profit-sharing contract with an e-payment company that facilitates the payment. E-commerce also builds collaboration under a cost-sharing contract with a supplier to ensure product delivery. A mathematical model is developed and the related theories are investigated. A numerical example illustrates the validity of the model and a sensitivity analysis is carried out to give useful insights.

A new inventory model for an e-market system has been introduced which shows the impact of a cashback promotion on the e-commerce business. This study shows that managers can optimize the cashback amount and its delivery time to get the maximum profit. In certain cases, the manager may set a high cashback amount (e.g. 100%) to attract customers to place more orders.

This study presents a new inventory model for today’s fast-growing e-commerce business; therefore, the results contribute to the understanding of promotion program practices and inventory management and provide insights to develop efficient e-commerce managerial decisions.

The purpose of this paper is to identify the practices that owners of public profiles in social networking sites can leverage to actively build online reputation and to evaluate the impact of the adoption of such practices on the initial formation of trust toward these individuals when they are presented as new virtual work partners.

A theoretical model was developed and an experiment with 233 participants was utilized to assess the model using partial least squares structural equation modeling.

The results suggest that individuals can build their online reputations in public profiles of social networking sites via a series of practices of self-disclosure of information and that the adoption of these practices has significant effects on the initial formation of trust toward the profile owner in virtual work contexts. Categorization mechanisms such as stereotyping, unit grouping and reputation categorization have been found to contribute to the initial formation of trust, both from an affect and cognition-based perspectives.

Little is known about the information disclosure practices in public profiles of social networking sites that new work partners can adopt to facilitate the formation of trust between them before they start working together. This study has contributed to the existing body of literature by clarifying these practices and the relative importance of online reputation to the initial formation of trust during the outset of a new virtual work relationship.