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Open Access
Article
Publication date: 12 June 2019

Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin and Meera Sarma

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities…

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Abstract

Purpose

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London.

Design/methodology/approach

The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumersacculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism.

Findings

Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism.

Research limitations/implications

The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment.

Practical implications

The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

Originality/value

The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 3 April 2018

Bidit Lal Dey, John M.T. Balmer, Ameet Pandit and Mike Saren

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

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Abstract

Purpose

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

Design/methodology/approach

The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.

Findings

The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.

Research limitations/implications

In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.

Practical implications

Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.

Originality/value

The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.

Open Access
Article
Publication date: 26 December 2023

Dorothy Ai-wan Yen, Benedetta Cappellini, Jane Denise Hendy and Ming-Yao Jen

The COVID-19 pandemic has caused severe challenges to ethnic minorities in the UK. While the experiences of migrants are both complex and varied depending on individuals' social…

Abstract

Purpose

The COVID-19 pandemic has caused severe challenges to ethnic minorities in the UK. While the experiences of migrants are both complex and varied depending on individuals' social class, race, cultural proximity to the host country and acculturation levels, more in-depth studies are necessary to fully understand how COVID-19 affects specific migrant groups and their health. Taiwanese migrants were selected because they are an understudied group. Also, there were widespread differences in pandemic management between the UK and Taiwan, making this group an ideal case for understanding how their acculturation journey can be disrupted by a crisis.

Design/methodology/approach

Qualitative data were collected at two different time points, at the start of the UK pandemic (March/April 2020) and six months on (October/November 2020), to explore migrant coping experiences over time. Theoretically, the authors apply acculturation theory through the lens of coping, while discussing health-consumption practices, as empirical evidence.

Findings

Before the outbreak of the pandemic, participants worked hard to achieve high levels of integration in the UK. The pandemic changed this; participants faced unexpected changes in the UK’s sociocultural structures. They were forced to exercise the layered and complex “coping with coping” in a hostile host environment that signalled their new marginalised status. They faced impossible choices, from catching a life-threatening disease to being seen as overly cautious. Such experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society.

Research limitations/implications

It is important to note that the Taiwanese sample recruited through Facebook community groups is biased and has a high level of homogeneity. These participants were well-integrated, middle-class migrants who were highly educated, relatively resourceful and active on social media. More studies are needed to fully understand the impact on well-being and acculturation of migrants from different cultural, contextual and social backgrounds. This being the case, the authors can speculate that migrants with less resource are likely to have found the pandemic experience even more challenging. More studies are needed to fully understand migrant experience from different backgrounds.

Practical implications

Public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. In particular, this paper has shown how separation, especially if embraced temporarily, is not necessarily a negative outcome to be corrected with specific policies. It can be strategically adopted by migrants as a way of defending their health and well-being from an increasingly hostile environment. Migrants' home country experience provides vicarious learning opportunities to acquire good practices. Their voices should be encouraged rather than in favour of a surprising orthodox and rather singular approach in the discussion of public health management.

Social implications

The paper has clear public health policy implications. Firstly, public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. Acknowledging migrants' voice is a critical first step to contribute to the development of a fair and inclusive society. Secondly, to retain skilful migrants and avoid a future brain-drain, policymakers are advised to advance existing infrastructure to provide more incentives to support and retain migrant talents in the post-pandemic recovery phase.

Originality/value

This paper reveals how a group of previously well-integrated migrants had to exercise “coping with coping” during the COVID crisis. This experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society. It contributes to the understanding of acculturation by showing how a such crisis can significantly disrupt migrants' acculturation journey, challenging them to re-acculturate and reconsider their identity stance. It shows how separation was indeed a good option for migrants for protecting their well-being from a newly hostile host environment.

Details

International Marketing Review, vol. 41 no. 7
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 3 July 2018

Christina Sichtmann and Milena Micevski

This study aims to investigate whether and how strongly cultural (mis)matches influence immigrant customers’ satisfaction, as well as if this relationship is mediated by cultural…

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Abstract

Purpose

This study aims to investigate whether and how strongly cultural (mis)matches influence immigrant customers’ satisfaction, as well as if this relationship is mediated by cultural or service employee performance attributions. In addition, the authors test whether attributions differ depending on the service delivery outcome (success vs failure).

Design/methodology/approach

The 2 (origin of service employee: Austria or Turkey) × 2 (service delivery outcome: success or failure) scenario-based experiment includes 120 Turkish immigrant customers in Austria.

Findings

Contrary to previous research, the results indicate that in an immigrant customer context, cultural (mis)match does not influence customer satisfaction. The service delivery outcome is a boundary condition. With a positive service delivery outcome, immigrant customers attribute the results to the cultural background of the employee if it is the same as their own, but they attribute success to employees’ performance if they belong to the immigration destination culture. For negative service delivery outcomes, neither cultural nor performance attributions arise.

Originality/value

This study is the first to focus specifically on immigrant customer behavior in a high-involvement service context. The results challenge the predictions of social identity theory and the similarity-attraction paradigm and highlight that the immigrant context is unique. In this context, attributions play a key role in determining customer satisfaction.

Details

Journal of Services Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Open Access
Article
Publication date: 28 August 2021

Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi and Miguel Ángel Zúñiga

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and…

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Abstract

Purpose

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.

Design/methodology/approach

Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study.

Findings

Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model.

Practical implications

From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships.

Originality/value

This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

Objetivo

En este trabajo, dos estudios examinan los efectos de los anuncios dirigidos a los hispanos en tres relaciones entre el consumidor y la marca (el amor por la marca, el apego a la marca y la actitud hacia la marca) y sus resultados conductuales. Además, examinamos cómo la implicación del producto modera estos efectos.

Diseño

El Estudio 1 demuestra los vínculos entre tres relaciones consumidor-marca (el amor a la marca, el apego a la marca y la actitud hacia la marca) y sus antecedentes. En el Estudio 2, al comprobar la red nomológica de los antecedentes y las consecuencias del amor a la marca, ampliamos los resultados del estudio anterior.

Resultados

El Estudio 1 aporta pruebas de que la publicidad étnica es la que más influye en el amor a la marca, en comparación con otros constructos alternativos de relación entre los consumidores y la marca. En el Estudio 2, los resultados muestran que sólo en el caso de los productos de baja implicación, la similitud percibida de los clientes con los modelos hispanos en los anuncios podría conducir a una mayor actitud positiva hacia el anuncio. Sin embargo, en la condición de alta implicación, la similitud percibida no medió en la relación entre esos constructos, lo que está en consonancia con el Elaboration Likelihood Model.

Implicaciones practices

Desde el punto de vista práctico y de gestión, este trabajo propone que los gestores se centren en los anuncios con señales étnicas, especialmente para los productos de baja implicación. Por lo tanto, valdría la pena que las empresas tuvieran en cuenta los anuncios con señales étnicas para desarrollar eficazmente relaciones más estrechas entre el consumidor y la marca.

Originalidad/valor

Este trabajo investiga los efectos de los anuncios dirigidos en las relaciones profundas (i.e., el amor a la marca) y sus consecuencias conductuales. Por lo tanto, mostramos cómo los anuncios dirigidos a los hispanos podrían conducir a relaciones profundas entre el consumidor y la marca que abarcan tanto la mente como el corazón de los clientes.

目的

本文的两项研究考察了以西班牙裔为目标的广告对三种消费者-品牌关系(即品牌喜爱、品牌依恋和对品牌的态度)及其行为结果的影响。此外, 我们还研究了产品参与是如何调节这些影响的。

设计

研究1展示了三种消费者-品牌关系(即品牌喜爱、品牌依恋和对品牌的态度)与其前因之间的联系。另外, 通过在研究2中测试品牌热爱前因后果的法理网络, 我们扩展了之前研究的结果。

研究结果

研究1提供的证据表明, 民族广告对品牌喜爱的影响强于其他的消费者品牌关系建构。研究2的结果显示, 与西班牙裔模特的相似性只有在低介入产品中被感知, 才会让顾客产生对广告的更高积极态度。然而, 在高介入条件下, 感知相似性并没有调解这些建构之间的关系, 这与细化可能性模型是一致的。

实际意义

从实践和管理的角度来看, 本文建议管理者应该把注意力集中在有民族线索的广告上, 尤其是低介入产品。因此, 为了有效地发展深层次的消费者-品牌关系, 企业考虑带有民族线索的广告是值得的。

原创性

本文研究了目标广告对深层关系(如品牌喜爱)的影响及及其行为后果。因此, 我们展示了以西班牙裔为目标的广告是如何能够导致一个深层次, 顾客思想与心灵上的消费者-品牌深层关系。

Open Access
Article
Publication date: 25 August 2022

Ashish Kumar, Shikha Sharma, Ritu Vashistha, Vikas Srivastava, Mosab I. Tabash, Ziaul Haque Munim and Andrea Paltrinieri

International Journal of Emerging Markets (IJoEM) is a leading journal that publishes high-quality research focused on emerging markets. In 2020, IJoEM celebrated its fifteenth…

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Abstract

Purpose

International Journal of Emerging Markets (IJoEM) is a leading journal that publishes high-quality research focused on emerging markets. In 2020, IJoEM celebrated its fifteenth anniversary, and the objective of this paper is to conduct a retrospective analysis to commensurate IJoEM's milestone.

Design/methodology/approach

Data used in this study were extracted using the Scopus database. Bibliometric analysis, using several indicators, is adopted to reveal the major trends and themes of a journal. Mapping of bibliographic data is carried using VOSviewer.

Findings

Study findings indicate that IJoEM has been growing for publications and citations since its inception. Four significant research directions emerged, i.e. consumer behaviour, financial markets, financial institutions and corporate governance and strategic dimensions based on cluster analysis of IJoEM's publications. The identified future research directions are focused on emergent investments opportunities, trends in behavioural finance, emerging role technology-financial companies, changing trends in corporate governance and the rising importance of strategic management in emerging markets.

Originality/value

To the best of the authors' knowledge, this is the first study to conduct a comprehensive bibliometric analysis of IJoEM. The study presents the key themes and trends emerging from a leading journal considered a high-quality research journal for research on emerging markets by academicians, scholars and practitioners.

Details

International Journal of Emerging Markets, vol. 19 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Open Access
Article
Publication date: 17 December 2021

Tommaso Pucci, Elena Casprini, Giovanni Sogari and Lorenzo Zanni

Understanding the determinants that influence consumers' attitude to adopt sustainable diets represents an important area of research to promote sustainable food consumption. The…

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Abstract

Purpose

Understanding the determinants that influence consumers' attitude to adopt sustainable diets represents an important area of research to promote sustainable food consumption. The aim of this study is to investigate how (1) the individual openness to new foods (ONFs), (2) the involvement in food trends (IFTs) and (3) the social media use (SMU) can potentially impact the attitude towards the adoption of a sustainable diet (ATSD).

Design/methodology/approach

The authors conducted a structured survey in eight countries: Italy, Germany, Poland, USA, Brazil, Japan, Korea and China. The final sample of 5,501 individuals was analysed applying a structural equation model.

Findings

The main results show that attitude towards the ATSD is influenced differently by the antecedents investigated in each country. In particular, the ONF positively influences the ATSD only in Italy, USA and Germany. IFT positively influences the ATSD only in Italy, Poland and USA, while negatively in Germany. SMU has a positive influence on the ATSD only in Japan, USA and Germany, while a negative one in Brazil and Korea.

Originality/value

This study presents a cross-country comparison about the antecedents of attitude towards the ATSD, thus providing evidence for the need of ad hoc marketing strategies by companies and policies by institutions at single country level.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 26 August 2020

André Luiz Maranhão de Souza-Leão, Bruno Melo Moura, Walber Kaíc da Silva Nunes, Vitor de Moura Rosa Henrique and Italo Rogerio Correia de Santana

Fans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture…

Abstract

Purpose

Fans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture scenario. Thus, the aim of the present study is to analyze how ludic prosumption is featured on plays performed in Brazilian fanvideos based on successful pop culture franchises.

Design/methodology/approach

Research based on the interpretive content analysis of fanvideos of plays produced by Brazilian fans based on five emblematic pop culture franchises and published on YouTube.

Findings

Results have shown six play types in the analyzed fanvideos – i.e. child's play, performing powers, cosplay, play in social rites, teaching to play and “zuêra” –, which revealed a way of having fun in different situations through different practices based on ludic consumption experiences in different spheres of social life.

Originality/value

CCT-based studies focused on investigating plays as ludic consumption phenomenon, as well as fan culture, remain at early research stage. Thus, the main contribution of the present study lies on associating such concepts based on the concept of prosumption.

Details

Revista de Gestão, vol. 27 no. 4
Type: Research Article
ISSN: 1809-2276

Keywords

Open Access
Article
Publication date: 13 January 2023

Bianca Kronemann, Hatice Kizgin, Nripendra Rana and Yogesh K. Dwivedi

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of…

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Abstract

Purpose

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of AI, personalisation and privacy concerns influence consumers’ attitudes and encourage disclosure of their private information.

Design/methodology/approach

This research draws upon the personalisation-privacy paradox (PPP) and privacy calculus theory (PCT) to address the research question and examine how AI can influence consumer information disclosure. It is proposed that anthropomorphism of AI and personalisation positively influence consumer attitudes and intentions to disclose personal information to a digital assistant, while privacy concerns negatively affect attitude and information disclosure.

Findings

This paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.

Originality/value

Building upon PPP and PCT, this paper presents a view on the benefits and drawbacks of AI from a consumer perspective. This paper contributes to literature by critically reflecting upon on the question how consumer information disclosure is influenced by AI. In addition, seven RPs and future research areas are outlined in relation to privacy and consumer information disclosure in relation to AI.

¿Cómo anima la IA a los consumidores a compartir sus secretos?

El papel del antropomorfismo, la personalización y los problemas de privacidad y perspectivas para la investigación futura

Resumen

Propósito

Este artículo explora la pregunta general de investigación “¿Cómo puede influir la inteligencia artificial (IA) en la divulgación de información por parte de los consumidores? Se analiza cómo el antropomorfismo de la IA, la personalización y la preocupación por la privacidad influyen en la actitud de los consumidores y fomentan la revelación de su información privada.

Diseño/metodología/enfoque

Esta investigación se basa en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad para abordar la pregunta de investigación y examinar cómo la IA puede influir en la revelación de información de los consumidores. Se propone que el antropomorfismo de la IA y la personalización influyen positivamente en las actitudes de los consumidores y en su intención de revelar información personal a un asistente digital, mientras que la preocupación por la privacidad afecta negativamente a la actitud y a la revelación de información.

Conclusiones

Este artículo desarrolla un modelo conceptual basado en siete propuestas de investigación para el futuro.

Originalidad

Basándose en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad, este artículo presenta un punto de vista sobre los beneficios e inconvenientes de la IA desde la perspectiva del consumidor. Este artículo contribuye a la literatura al reflexionar de forma crítica sobre la cuestión de cómo influye la IA en la revelación de información del consumidor. Además, se esbozan siete propuestas de investigación y futuras áreas de investigación en relación con la privacidad y la divulgación de información del consumidor en relación con la IA.

人工智能如何

鼓励消费者分享他们的秘密?拟人化、个性化和隐私问题的作用以及未来研究的途径

摘要

目的

本文探讨了 “人工智能如何影响消费者的信息披露?"这一总体研究问题。它考虑了人工智能(AI)的拟人化、个性化和隐私问题是如何影响消费者的态度并鼓励他们披露私人信息的。

设计/方法/途径

本研究借鉴了个性化-隐私悖论和隐私计算理论来解决研究问题, 并研究人工智能如何影响消费者信息披露。本文提出, 人工智能的拟人化和个性化对消费者向数字助理披露个人信息的态度和意图有积极影响, 而隐私问题对态度和信息披露有消极影响。

研究结果

本文在此基础上建立了一个概念模型, 并为未来的研究提出了七个研究命题。

原创性

在个性化-隐私悖论和隐私计算理论的基础上, 本文从消费者的角度提出了对人工智能的好处和坏处的看法。本文通过对消费者信息披露如何受到人工智能影响的问题进行批判性反思, 对文献做出了贡献。此外, 本文概述了与人工智能相关的隐私和消费者信息披露方面的七个研究命题和未来研究领域。

Open Access
Article
Publication date: 22 November 2022

Ahmed Taher Esawe

This study aims to investigate the factors that influence behavioral intention (BI) and usage of e-wallets by extending the unified theory of acceptance and use of technology…

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Abstract

Purpose

This study aims to investigate the factors that influence behavioral intention (BI) and usage of e-wallets by extending the unified theory of acceptance and use of technology (UTAUT) with constructs, namely, mobile self-efficacy, perceived enjoyment and satisfaction.

Design/methodology/approach

This quantitative study used partial least squares structural equation modeling on a sample of 576 mobile e-wallet users surveyed online.

Findings

The key findings indicate that the model can explain 58.8% of the variance in behavioral intention and 53.8% in usage. Moreover, mobile self-efficacy has a significant influence on perceived enjoyment. Perceived enjoyment significantly affects satisfaction, effort expectancy and performance expectancy. Furthermore, effort expectancy significantly influences customer satisfaction in contrast to performance expectancy. In addition, although performance expectancy, social influence and satisfaction significantly impact consumers’ behavioral intention, effort expectancy and facilitating conditions condition have an insignificant influence on consumers’ behavioral intention. E-wallet stakeholders can use the findings of this study to make strategic decisions regarding the e-wallet ecosystem.

Originality/value

Although previous studies have independently addressed the impact of mobile self-efficacy, perceived enjoyment and satisfaction on consumers’ behavioral intention and usage behavior, the expanded framework with the possible relationships proposed in this study has never been adequately studied in previous research in the context of e-wallets in developing countries based on an empirical analysis. This study represents one of the first attempts to improve the UTAUT by empirically analyzing these relationships.

Propósito

Este estudio tiene como objetivo investigar los factores que influyen en la intención de comportamiento y el uso de los monederos electrónicos mediante la ampliación de la teoría unificada de aceptación y uso de la tecnología (UTAUT) con los constructos de autoeficacia móvil, disfrute percibido y satisfacción.

Metodología

Este estudio cuantitativo utilizó un modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) sobre una muestra de 576 usuarios de monederos electrónicos móviles encuestados en línea.

Resultados

Los principales resultados indican que el modelo puede explicar el 58,8% de la varianza en la intención de comportamiento y el 53,8% en el uso. Además, la autoeficacia en el uso del móvil influye significativamente en el disfrute percibido. El disfrute percibido afecta significativamente a la satisfacción, la expectativa de esfuerzo y la expectativa de rendimiento. Además, la expectativa de esfuerzo influye significativamente en la satisfacción del cliente, en contraste con la expectativa de rendimiento. Además, aunque la expectativa de rendimiento, la influencia social y la satisfacción influyen significativamente en la intención de comportamiento de los consumidores, la expectativa de esfuerzo y la condición de condiciones facilitadoras tienen una influencia insignificante en la intención de comportamiento de los consumidores. Las partes interesadas en los monederos electrónicos pueden utilizar las conclusiones de este estudio para tomar decisiones estratégicas en relación con el ecosistema de los monederos electrónicos.

Originalidad

Aunque estudios anteriores han abordado de forma independiente el impacto de la autoeficacia móvil, el disfrute percibido y la satisfacción en la intención de comportamiento y la conducta de uso de los consumidores, el marco ampliado con las posibles relaciones propuestas en este estudio nunca se ha estudiado adecuadamente en investigaciones anteriores en el contexto de los monederos electrónicos en los países en desarrollo sobre la base de un análisis empírico. Este estudio representa uno de los primeros intentos de mejorar el UTAUT analizando empíricamente estas relaciones.

目的

本研究旨在通过扩展统 – 的技术接受和使用理论 (UTAUT), 研究影响电子钱包行为意图和使用的因素, 包括移动自我效能、感知乐趣和满意度等建构。

方法

这项定量研究采用偏最小二乘法结构方程模型 (PLS-SEM), 对576名移动电子钱包用户进行了在线调查。

研究结果

主要研究结果表明, 该模型可以解释58.8%的行为意图和53.8%的使用差异。此外, 移动自我效能感对感知到的享受有显著影响。感知到的享受显著影响满意度、努力期望和绩效期望。此外, 与绩效期望相比, 努力期望对顾客满意度有显著影响。此外, 尽管绩效期望、社会影响和满意度对消费者的行为意图有显著影响, 但努力期望和便利条件对消费者的行为意图没有显著影响。电子钱包的利益相关者可以利用本研究的结果来做出有关电子钱包生态系统的战略决策。

原创性

尽管之前的研究已经独立地探讨了移动自我效能、感知享受和满意度对消费者行为意图和使用行为的影响, 但本研究提出的具有可能关系的扩展框架在之前的研究中从未基于实证分析对发展中国家的电子钱包进行充分研究。本研究是通过实证分析这些关系来改进UTAUT的首次尝试之一。

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