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Article
Publication date: 2 November 2010

Tao (Tony) Gao, Fareena Sultan and Andrew J. Rohm

The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China.

Abstract

Purpose

The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China.

Design/methodology/approach

The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.

Findings

The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.

Research limitations/implications

The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing‐related and value‐based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance.

Practical implications

The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to one's mobile phone.

Originality/value

The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 4 April 2016

Williams Ezinwa Nwagwu and Bunmi Famiyesin

The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of…

Abstract

Purpose

The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of non-permission-based nature of advertising practice in Nigeria.

Design/methodology/approach

Guided by the theory of reasoned action, data were collected from 389 respondents in a sample survey using a structured questionnaire, and the variables were measured on ordinal scale.

Findings

The respondents reported that the mobile advertising is informative; they also strongly agreed that the media is ubiquitous but irritating. Attitude of consumers towards mobile advertising, behavioural control and subjective norm have correlations with acceptance. Irritation and informativeness significantly and positively predicted acceptance of mobile advertising, while credibility and ubiquity predicted acceptance of the technology negatively. Age has a negative relationship with acceptance; both gender (male =1) and tertiary education have a significant relationship with acceptance of mobile advertising just as marital status.

Research limitations/implications

The study focused only on public service mobile consumers in Lagos, Nigeria.

Practical implications

Mobile adverts are ubiquitous in Nigeria, but consumers do not trust or use the adverts, although they consider them informative. The telecomm regulatory body needs to control deployment of mobile technologies for produce and service ads, so that ads will be subject to individual choices and discretion, and thereby reducing the ubiquity and increase the trust consumers have on the strategy.

Social implications

There is hype that mobile advert has penetrated Nigerian market, but the strategy is not credulous to the people.

Originality/value

There is no study focusing on the acceptance of this ad strategy in the public service sector in Nigeria.

Details

The Electronic Library, vol. 34 no. 2
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 11 September 2017

Jinnan Wu, Lin Liu and Lihua Huang

Although perceived risk and usefulness have been identified as two major factors that influence consumer acceptance of an innovative mobile payment (m-payment), relatively…

Abstract

Purpose

Although perceived risk and usefulness have been identified as two major factors that influence consumer acceptance of an innovative mobile payment (m-payment), relatively few researchers have explored the impact of affective factors on perceived risk and usefulness, and the relationship between perceived risk and usefulness. Also, it is unclear whether there is a difference in the acceptance intention among users across different diffusion stages of this innovation. The purpose of this paper is to investigate the role of positive emotion in consumer acceptance of WeChat payment across time.

Design/methodology/approach

This study proposed and validated a framework integrating the consumer response system model and the affect heuristic. A total of 484 valid responses were collected through two online surveys at two diffusion stages of WeChat payment technology. The structural equation modeling and multigroup analysis were used to test the hypotheses.

Findings

The results show that users’ acceptance intention is relatively related to perceived risk, perceived usefulness, and positive emotion. Positive emotion has a strong negative impact on perceived risk and a positive impact on perceived usefulness. Also, perceived usefulness strongly decreases users’ perception of risk. Multigroup analyses find that both positive emotion and perceived risk have significant positive and negative impacts on acceptance intention at the stage of market introduction rather than market growth. Rather, the influence of positive usefulness on acceptance intention is significantly higher at the stage of market growth than at market introduction.

Originality/value

This study indicates that exploring the role of positive emotion and the moderating effect of diffusion stages in m-payment acceptance provides a more comprehensive understanding of how to achieve a greater acceptance rate of an innovative m-payment.

Details

Industrial Management & Data Systems, vol. 117 no. 8
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 2 February 2015

Shaheen Mansori, Murali Sambasivan and Samsinar Md-Sidin

The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer

Abstract

Purpose

The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and mediating roles of individual basic values and consumer innovativeness in influencing acceptance of novel products.

Design/methodology/approach

A questionnaire was constructed and distributed to 700 respondents in the urban area of Malaysia based on convenience sampling. The data collected data were analyzed using structural equation modeling.

Findings

Findings show that religiosity and ethnicity are the main drivers that influence the acceptance of new products. Specifically, religiosity and ethnicity have negative relationship with openness to change (stimulation, self-direction, and hedonism) and positive relationship with conservation value (traditions and conformity); conservation values have negative effects on consumer innovativeness and acceptance of new products; openness to change values show the positive relationship with innovativeness and acceptance of new products; openness to change and conservation value mediate the relationship between religiosity and consumer innovativeness; conservation value mediates the relationship between ethnicity and consumer innovativeness; and consumer innovativeness mediates the relationship between individual basic values and acceptance of novel products. The model has been able to explain 34 percent of the variance in acceptance of novel products.

Originality/value

Different from previous research that often focussed on demographic and observable (e.g. age, race, religion) antecedents of innovation acceptance, the current research emphasized on the influence of behavioral and psychological characteristics (e.g. religiosity, ethnicity, values and innovativeness) on the consumer acceptance of novel products.

Details

Marketing Intelligence & Planning, vol. 33 no. 1
Type: Research Article
ISSN: 0263-4503

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Book part
Publication date: 10 December 2015

Chun Kit Lok

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption…

Abstract

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

Details

E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

Keywords

Content available
Article
Publication date: 13 November 2020

Elisabetta Savelli, Laura Bravi, Barbara Francioni, Federica Murmura and Tonino Pencarelli

The paper aims at investigating whether and how the product designation of origin (PDO) label influences consumers' acceptance, attributes' perception and purchase…

Abstract

Purpose

The paper aims at investigating whether and how the product designation of origin (PDO) label influences consumers' acceptance, attributes' perception and purchase intention of PDO foods.

Design/methodology/approach

The study employs an experimental lab study based on the affective test of acceptance methodology with a nine-point hedonic scale. Three PDO foods are compared with similar non-PDO samples concerning cheese, cured ham and olive oil categories.

Findings

The presence of PDO labels enhances the consumers' acceptance as well as their perception of sensory attributes. A critical role of the brand name as an enhancer of consumer acceptance also emerges, highlighting the relationship between brand-name and PDO label.

Research limitations/implications

The main limitation is related to the lab study methodology, which employs a small number of participants and occurs far from a “normal” situation of consumption. The acceptance test, moreover, does not provide explanations about motives underlying the differences in consumers' perception and preferences.

Practical implications

Practical implications are suggested for food companies concerning the management of both PDO labels and brand strategies and the product's properties that could improve the sensory perception of consumers and their overall product's acceptance.

Originality/value

The study contributes to the debate on consumer behaviour towards PDO foods by adding evidence about the positive influence of such a certification on individual preferences on the basis of a sensory methodology that has been little employed for studying the domain of product certifications.

Details

British Food Journal, vol. 123 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 31 January 2020

Wided Batat and Paula Peter

The purpose of this paper introduces entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers

Abstract

Purpose

The purpose of this paper introduces entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers. Specifically, it provides a conceptual framework where key factors related to the acceptance and adoption of insects and insects based foods are identified. This paper takes a sociocultural, symbolic and contextual perspective to offer marketers and public policymakers a set of recommendations to promote entomophagy as a sustainable and healthy food practice to help consumers achieve their FWB.

Design/methodology/approach

In this paper, first, the authors review the literature on entomophagy from its rise to establishment in different food cultures by considering two main perspectives as follows: historical and sociocultural. Second, the authors review the salience of entomophagy as an important AFC capable of addressing sustainability and food health issues. Finally, the authors propose a framework in which the authors define key factors related to the acceptance and adoption of an insects-based diet in Western food cultures. The identification of these factors will help marketing and public policymakers to set up educational programs and strategies to promote entomophagy as a sustainable and healthy food practice within different Western food cultures, and thus, help consumers to achieve their FWB.

Findings

To identify the key factors influencing the acceptance of entomophagy as AFC, this paper provides a summary of the core motivators characterizing the acceptance and adoption of insects and insect-based foods in Western food cultures. Specifically, the authors identify the key factors influencing the acceptance of entomophagy as food consumption in Western food cultures and based on the extant literature by Batat et al. (2017) the authors provide an entomophagy framework that includes both idiocentric and allocentric factors considering the adoption of insects and insect-based foods in Western food cultures. Table I provides a summary.

Social implications

The authors believe entomophagy has the potential to generate societal benefits, as its appeal at the social (hunger in the world), environmental (reducing meat consumption and its impact on ecology) and health (less calories and nutritive food) level.

Originality/value

The research contributes to creating new knowledge that simulates debate among public policy and marketing scholars about entomophagy as a novel food in Western food cultures. The focus on key factors related to its acceptance and adoption of Western food cultures calls for empirical evidence to be tested in the marketplace using possibly different insect categories and other novel foods. Further, the framework should stimulate thinking about ways the authors can change consumers’ negative perceptions of disgusting food. Marketers and policymakers can achieve it by making their practices more efficient in terms of promoting sustainable AFC, as well as with efficient policy initiatives focused on supporting AFC, including the regulation of insect introduction.

Details

Journal of Consumer Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 18 July 2008

Yu Henry Xie

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Abstract

Purpose

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Design/methodology/approach

This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number of research propositions are developed in this thought‐provoking work.

Findings

It is proposed that consumer innovativeness exerts considerable influence on consumers' acceptance of brand extensions when extension distance and types of extensions are examined. In addition, product information availability and interpersonal communication/influence (i.e. informative and normative) moderate the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Research limitations/implications

This study can help marketers develop appropriate and effective marketing strategies to influence consumers' acceptance of brand extensions. This study serves to provide guidance for brand managers and marketers alike in evaluating the potential success of their extended brands. On the other hand, the paper draws from the extant literature and theoretical discussion to develop research propositions. This approach might limit its depth and scope.

Originality/value

As the use of brand extensions intensifies in the marketplace, it is imperative to understand how consumer innovativeness exerts influence on acceptance of brand extensions. This study fills the research void in the literature and contributes to the extant literature by analyzing the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Details

Journal of Product & Brand Management, vol. 17 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 12 July 2013

Maurício Bonatto Machado de Castilhos, Marília Gonçalves Cattelan, Ana Carolina Conti‐Silva and Vanildo Luiz Del Bianchi

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain…

Abstract

Purpose

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain nutritional benefits.

Design/methodology/approach

All wines were produced by a standard procedure of vinification. Pre‐drying treatment aimed at drying the grapes up to 22°Brix and static pomace wines presented the constant contact between the must and pomace. Sensory acceptance was carried out by 80 consumers who evaluated eight samples (six experimental wines and two commercial wines) concerning the attributes: appearance, aroma, body, flavor and overall acceptance.

Findings

Experimental wines presented higher acceptance when compared to commercial wines and cluster analysis shows the splitting of consumer preferences, highlighting the higher acceptance of traditional Bordô wine and static pomace samples in all sensory attributes. Pre‐drying process enhances the concentration of coloured compounds, to highlight the appearance acceptance of these samples.

Research limitations/implications

Although this paper has limited the consumer acceptance of red table wines, the innovative treatments will be applied in Vitis vinifera red wines.

Practical implications

The wide acceptance of static pomace and pre‐drying wines has promoted further information about innovative winemaking that can be applied in Brazilian and worldwide wineries.

Social implications

The innovative treatments can change sensorial features of wines and therefore influence the choice of consumers as well as enhancing the nutritional benefits of red wines.

Originality/value

The pre‐drying and static pomace winemaking are the novelty of this study and the wide acceptance of the sensory attributes concerning these treatments indicates the potential for application in wineries.

Details

Nutrition & Food Science, vol. 43 no. 4
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 31 July 2020

Yong Liu, Zhi-yang Liu and Jiao Li

The purpose of this paper is an attempt to design a proper incentive coordination mechanism to deal with the channel conflicts between the traditional sales and online…

Abstract

Purpose

The purpose of this paper is an attempt to design a proper incentive coordination mechanism to deal with the channel conflicts between the traditional sales and online direct sales.

Design/methodology/approach

With respect to the problems of channel conflicts between the traditional sales and online direct sales, to optimize the sale system and get more profits, considering the influences of consumer network acceptance, the authors establish demand and profit function based on consumer's utility, respectively. What's more, we exploit the game theory to analyze the optional decisions of the supply chain under the incentive coordination condition and no incentive coordination condition, and then we discuss the supply chain's optimal pricing, demand, profit and compensation incentive levels with the different effect of consumer network acceptance.

Findings

The level of compensation incentive provided by the manufacturer is influenced by consumer network acceptance and product cost. The lower the consumer network acceptance, the better the compensation incentive coordination effect of manufacturers. Manufacturers, wholesalers, retailers and consumers are all important players in real supply chain relationships. When a manufacturer exists as a dominant role, it should pay full attention to the impact of consumer behavior on supply chain decisions.

Practical implications

The research can clarify the influence and mechanism of consumer behavior on supply chain channel conflict coordination, and deal with channel conflicts.

Originality/value

The proposed incentive coordination can effectively realize supply chain channel conflict resolution, and provide decision-making ideas and methods for manufacturers to develop the supply chain management of online direct sales channels.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

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