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The purpose of this research is to investigate how the consumer’s trusting mechanism influences their behavioral adoption intention in the context of genetic testing.

Based on the technology acceptance theory and trust formation theory, the research posits and develops a comprehensive trust model by integrating trust-related factors that correlate to the consumer’s trusting beliefs and trusting intention. Survey data with 525 respondents allow to test and validate the model.

The tested model shows that technology institutional trust base, end-user’s cognitive trust base and social influence are significant determinants of trusting beliefs. The findings also reveal that mediation effects of performance expectancy and perceived risks exist in the relationship between trusting beliefs and trusting intention.

The foreseeable positive impact and rapid market growth of emerging healthcare technologies necessitate the strong need to study user acceptance. However, there is a lack of research on how consumers trust and their adoption intention of such innovations. Prior empirical evidence from different contexts and perspectives also show contradictory findings. This research extends the existing technology acceptance literature to a healthcare context, provides an improved generalized understanding of the consumer’s trusting mechanism in emerging biotechnology and discusses practical insights for regulatory authorities, healthcare institutes and medical professionals.

This research aims to analyse cognitive factors, innovation attributes and their influence on adoption of solar renewable energy technologies (RETs) for urban households in Mexico. It expands existing cognitive frameworks by including variables from diffusion of innovation theory.

On the basis of the data of 291 urban consumers and through the use of partial least squares (PLS), the proposed model was empirically tested. Finite mixture PLS method helped identify two market segments.

Findings suggest that beliefs about consequences of adopting RETs have significant influence in shaping consumer’s attitudes towards RETs which were found to be an accurate predictor of the behavioural intention to adopt these technologies. Regarding innovation attributes, the results show that for a solar heater to be adopted, it should be compatible with the social values of the consumer. Triability and relative advantage show little influence on attitude formation. Two market segments found differ on the basis of beliefs and attitudes.

The study was limited to analyse consumer responses to solar energy in residential urban settings.

Organizations wanting to increase their consumer base need to develop sound technological innovations with high levels of compatibility a low complexity.

The study combines diffusion of innovation theory with cognitive frameworks and finds that innovation attributes become strong predictors of intentions to adopt RETs.

Internet-based intangible network good (IING) has undergone rapid developments, even revolutionized multiple industries in recent years. IING is highly dependent on the rapid diffusion rates for development success. For firms, how to select the initial targets or “seeding points” to accelerate the adoption process is critical in network marketing campaigns. The purpose of this study is to provide a new method to identify the optimal initial adopters and adoption paths.

First, the author generalize three aspects influencing IING’s adoption, namely, innovation attributes, customer’s personality and word-of-mouth. Next, we establish a modified gravity model to describe how social interactions affect consumer’s adoption behavior. Then, simulate the adoption process by setting each agent as the initial adopter to identify the optimal initial adopters. Finally, trace the information flow to forecast the adoption paths.

The model reveals how individual interactions (micro level) aggregate into the diffusion process (macro level). The optimal initial adopters are determined by a combination of factors as follows: IING’s attributes, the adopter’s diffusion ability, the potential-adopter’s personality and the trust degree between adopters and potential-adopters. Among all these factors, trust degree plays a most important role.

This study proposes the conceptual model of IING’s adoption from a perspective of dyadic influence, in which an adopter’s influence on its peers depends on pairwise characteristics of both parties. The authors propose a new method to identify the optimal initial adopters and adoption paths based on the gravity model. It is the first time to introduce the gravity model to describe IING’s adoption, which is a creative application of social physics. The findings provide new insights in IING’s adoption and identifying the key nodes in networks.

In a voluntary consumer market, the consumer's decision‐making process is still a magnetic topic although a large number of related studies have been conducted. The purpose of this paper is to explore the determining factors for the future adoption of an innovation service and proposes a new model to better explain consumer's adoption intention.

Social cognitive theory is introduced in the paper to explore consumer behavior in terms of triadic and reciprocal causation among value, self‐efficacy, and adoption constructs. Based on the theoretical framework, a self‐efficacy‐based value adoption model (SVAM) is proposed to study the adoption of mobile auction (m‐auction) – one of mobile‐internet services in an empirical manner. The analysis of measurement and structural model is conducted via LISREL 8.80.

Research results indicate that the instruments are reliable and valid and the model is well accepted. Perceived functional, social, and emotional values are tested to have a significant influence on perceived value. Perceived cost is negatively related to perceived value and positively to attitude. m‐auction self‐efficacy (MASE) comes from subjective and objective general self‐efficacy, which not only directly impacts attitude but also strongly influences perception of all the antecedents of perceived value.

Although SVAM is proved to be successful in this paper, it still needs more experimental research from different research contexts and authors to be supported.

Compared with previous research on innovation adoption, results show that the model is more effective in explaining the adoption intention (R²=0.72). Just like perceived value has a significantly impact on attitude, self‐efficacy of m‐auction has an essential role in perceived values and cost and attitude. The result fully demonstrates that the value adoption model based on self‐efficacy is a better technology acceptance model, especially for a voluntary consumer market.

This study examines the vital factors that influence digital marketing adoption among small travel agencies (brick-and-mortar) and the impact of digital marketing adoption on organizational performance modeled as a formative-formative HOC.

This empirical study builds on diffusion of innovation (DOI) theory and technology-organization-environment (TOE) framework to identify the factors of digital marketing adoption by small travel agencies. Data were collected from 226 small travel agents in India using purposive and snowball sampling. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the reflectively and formatively measured constructs.

The findings reveal significant constructs of digital marketing adoption by small travel agencies. The study also establishes the positive impact of digital marketing adoption on organizational performance. Trust partially mediates the impact of technological factors (relative advantage, security concerns) and organizational factor (knowledge) on digital marketing adoption.

The study provides methodological contribution to the literature by applying confirmatory composite analysis (CCA) approach in PLS-SEM. The study contributes to the literature by integrating DOI theory and TOE framework. The study enriches the literature on trust as it recognizes the crucial role of trust as a mediating construct.

The study provides useful implications to marketing practitioners of small travel agencies. The study shows strong predictive capacity and can be generalized throughout diverse samples.

The study adds value to the literature as it explores the digital marketing adoption among the under researched small travel agencies by integrating DOI-TOE theory. The study uniquely proposes and validates organizational performance as a formative-formative higher-order construct.

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process.

The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model.

Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity.

So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.

The purpose of this paper is to propose and test a model in which the perceived post-purchase monetary costs and time costs of switching from a pioneer product are a function of the perceived difficulty of comparing follower products with the pioneer product, the variety of ways in which the pioneer product is used by an adopter, pioneer adopter satisfaction with the pioneer, the familiarity of the pioneer adopter with follower products and the anticipated reactions to switching of other household members who use the pioneer product.

The authors test this model with data collected from 518 Japanese iPad owners. Hypotheses are evaluated using structural equation modeling.

The authors find that each of the hypothesized independent variables is related in the hypothesized direction with one or both types of switching costs.

Findings indicate that the variety of pioneer product use, the perceived negative reaction of other household users of the pioneer product and comparison difficulties between the pioneer and follower product have an important influence on the perceptions of the perceived costs of switching from a pioneer to a follower product.

Findings suggest that managers responsible for launching follower products can lower the perceived costs of switching from a pioneer product through specific product design and communication decisions.

In contrast with prior switching-cost research, this paper focuses on switching costs as perceived by pioneer adopters and examining the importance of pioneer-follower product comparison difficulties, the variety of pioneer product use and the negative reactions of other household users of the pioneer product.

The purpose of this paper is to investigate the factors associated with consumer’s intention to adopt wearable technology in healthcare, and to examine the moderating effects of product type on consumer’s adoption intention.

An integrated acceptance model was developed based on unified theory of acceptance and use of technology 2 (UTAUT2), protection motivation theory (PMT), and privacy calculus theory. The model was tested with 462 respondents using a survey.

Consumer’s decision to adopt healthcare wearable technology is affected by factors from technology, health, and privacy perspectives. Specially, fitness device users care more about hedonic motivation, functional congruence, social influence, perceived privacy risk, and perceived vulnerability, but medical device users pay more attention to perceived expectancy, self-efficacy, effort expectancy, and perceived severity.

This study is among the first to investigate healthcare wearable device from behavioral perspective. It also helps to comprehensively understand emerging health information technology (HIT) acceptance from technology, health, and privacy perspectives.

The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumer's perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing communication sent via this channel.

A deductive, quantitative research approach was adopted, where data was collected using a self‐completed questionnaire administered to a sample of 254 university students.

Statistical analysis revealed that a consumer's perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumer's level of involvement with their mobile phone and their adoption of mobile phone marketing was found.

This research provides companies with important insights into the factors that may encourage or deter consumer acceptance of this new form of direct marketing.

The value of this study derives from its novel use of an established innovation framework, combined with an assessment of product involvement, to examine consumer perceptions of mobile phone marketing.

The purpose of this study is to examine the factors that influence the consumer intention to adopt Islamic banking.

The study extends the theory of reasoned action (TRA) by incorporating additional variables such as government support, perceived risk, perceived image, religiosity and culture. A research instrument adapted from previous studies is administered online on a sample of 310 respondents. The data collected are subjected to exploratory factor analysis followed by structural equation modeling using SPSS and analysis of a moment structures (22.0 Version).

The results of the study reveal that consumer intention to use Islamic banking is collectively determined by attitude, religiosity, culture, government support and perceived risk. It reflects that attitude and religiosity are the major predictors of a consumer’s intention followed by government support. Furthermore, results indicate that a consumer’s attitude toward Islamic banking is determined by social influence, government support, religiosity and perceived risk. Also, it is found that culture and perceived image have no significant effect on a consumer’s attitude toward adoption of Islamic banking. Further, the results indicate that attitude mediates the effect of religiosity, perceived risk, government support and culture on a consumer’s intention to use Islamic banking.

The success of Islamic banking ultimately depends on consumer readiness and adoption of it. This study provides significant insights into various aspects of consumer attitude and intention toward Islamic banking adoption. The results provide vital inputs to policymakers and practitioners in offering and promoting Islamic banking. Also, the knowledge and understanding of key consumer specific factors can be used by banks in framing strategies for positioning and targeting Islamic banking products. The study is subjected to certain limitations such as – the study accounts only for limited factors and does not provide for factors such as pricing, behavioral control and Islamicity of the product. Second, this study is limited to the geographic area of Kashmir. Third, the study design is cross-sectional is nature.

Essentially, this study is a pioneering effort in applying an integrated TRA model to determine consumer intention to use Islamic banking in Kashmir. Furthermore, the current study examines the relationship between additional variables simultaneously within the framework of TRA. The study also explores the effect of religiosity and culture on consumer’s attitude and intention, which has remained largely unexplored in the context of Islamic banking.