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1 – 10 of over 32000Ruchi Mishra, Rajesh Kumar Singh and Justin Paul
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors…
Abstract
Purpose
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.
Design/methodology/approach
Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.
Findings
Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.
Research limitations/implications
The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.
Originality/value
This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.
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Pradeep Kautish and Rajesh Sharma
The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green…
Abstract
Purpose
The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.
Design/methodology/approach
This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model.
Findings
The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions.
Research limitations/implications
The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues.
Practical implications
The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context.
Social implications
Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses.
Originality/value
The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.
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Ridwan Adetunji Raji, Sabrina Rashid and Sobhi Ishak
This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media…
Abstract
Purpose
This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers.
Design/methodology/approach
This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test.
Findings
The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant.
Practical implications
This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention.
Originality/value
This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.
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N. Meltem Cakici and Paurav Shukla
Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions…
Abstract
Purpose
Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments) when consumers are made aware that they have misclassified the COO and then are informed of the brand’s correct origin. Drawing on cognitive dissonance theory, the authors also explore the moderating roles of consumer affinity, animosity, and product knowledge.
Design/methodology/approach
Two experiments test the direct and moderating effects of COO misclassification awareness on behavioral intentions.
Findings
The findings show detrimental effects of misclassification on behavioral intentions when consumers have high affinity with misclassified COO. Moreover, the experiments demonstrate a significantly greater decrease in behavioral intentions among experts than novices in the low-affinity condition and the reverse effect in the high-affinity condition.
Practical implications
The negative effects of COO misclassification on consumer behavioral intentions highlight the need for managers to proactively avoid misclassification. The findings should also aid managers in developing responsive marketing campaigns that consider consumer affinity, animosity, and level of product knowledge.
Originality/value
This research is the first to compare consumer behavioral responses before and after COO misclassification awareness. The study demonstrates that cognitive dissonance underpins the process of misclassification. It also contributes to COO literature by examining the interaction of consumer affinity and animosity with product knowledge and their influence on consumer behavior in the case of COO misclassification.
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Jee Teck Weng and Ernest Cyril de Run
The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase…
Abstract
Purpose
The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction.
Design/methodology/approach
In total, 1,300 questionnaires were distributed and collected by hand through hired enumerators in 13 different states in Malaysia (Johor, Kedah, Kelantan, Melaka, Negeri Sembilan, Pahang, Perak, Perlis, Pulau Pinang, Sabah, Sarawak, Selangor and Terengganu). This research was carried out for four different type of consumer product (convenience, shopping, specialty/luxury and unsought product). Data were analysed using General Linear Model-Multivariate Analysis of Variance (MANOVA) and General Linear Model-Univariate Analysis of Variance (ANOVA) to test for difference between independent and dependent variables.
Findings
The findings suggest that sales promotion technique preferences will have an impact on consumers' behavioural intention and purchase satisfaction for all the product types studied. On the other hand, there is no significant impact in consumers' purchases satisfaction and behavioural intention by personal value for all the product type studied.
Practical implications
The findings from this research have expanded current knowledge and academic studies done on similar areas of research where this research detail the association of personal value and sales promotion techniques preferences on consumers' purchase satisfaction (attitude) and behavioural intention (behaviour) for different types of consumer products. The research suggests to managers in Malaysia that it is crucial to understand the characteristics of their products when selecting appropriate strategies and sales promotion techniques for better market segmentation and targeting.
Originality/value
This research is the first of its type where only a minimal number of studies have looked into these issues (personal values and sales promotion techniques preferences) from a business perspective.
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Norazah Mohd Suki and Abang Sulaiman Abang Salleh
Muslim consumers’ tendency to patronize stores with Halal images and purchase genuine Halal products is closely related to their effort to maintain Islamic identity, and this is…
Abstract
Purpose
Muslim consumers’ tendency to patronize stores with Halal images and purchase genuine Halal products is closely related to their effort to maintain Islamic identity, and this is further supported by many empirical data. Therefore, this paper aims to examine the relationships between attitude, subjective norm, perceived behavioral control and Halal principle knowledge and their effect on Muslim consumers’ behavioral intention to patronize retail stores. On top of that, the mediating effect of Halal image on these relationships is also investigated.
Design/methodology/approach
Data were analyzed using multiple and hierarchical regression analysis to test the model via the Statistical Package for the Social Sciences (SPSS) software among 480 valid samples of Muslim consumers.
Findings
Empirical results of the hierarchical regression analysis and the Sobel test revealed that there is a significant mediating effect of Halal image on the relationship between consumers’ attitude, subjective norm and perceived behavioral control of consumers’ behavioral intention to patronize retail stores. Consumers with high attentiveness of the stores’ Halal image have a positive impression of the stores, a high motivation to patronize and, without any conditions, may follow through their intention to patronize the retail stores.
Practical implications
This research study offers guidelines to the retailers, marketers and the authorities in enhancing marketing strategies and the implementation of stricter Halal consumption laws. Hence, this research puts forward the following strategies: adopting Halal marketing strategy, promoting Halal images in retail stores and reinforcing Halal principle knowledge in the mind of consumers.
Originality/value
The main theoretical contribution relates to the insertion of the Halal image as a mediating variable in the matter of Muslim consumers’ behavioral intention to patronize Halal stores in Malaysia. An inspection of the effect of Halal principle knowledge on Muslim consumers’ behavioral intention to patronize retail stores is also rewarding.
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The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms…
Abstract
Purpose
The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms of host and guest partners, and the moderating effects of consumer AES attributions on AES-to-behavioral intention relationships.
Design/methodology/approach
This paper extends attribution theory and satisfaction literature to the brand alliance context. The study used 1,470 survey responses from consumers, each having had purchase experiences with one of 16 brand alliances, to test hypotheses.
Findings
AES spills over to favorable behavioral intentions toward each alliance partner as a standalone brand. This spillover effect is strengthened by a carryover effect. Intriguingly, if a partner outshines the other and solely receives AES attributions, there is a significant contrast effect adversely affecting the spillover effect for the non-attributed partner.
Practical implications
The findings provide advice on partner selection and alliance resource commitments. Choosing partners well and working synergistically to attain AES is essential for gaining behavioral intention uplift for alliance partners. Brand managers are advised to select partners with comparable rather than superior capabilities. Also, since outcomes of alliance encounters lead to greater gains (or losses) for host brands, hosts are called to be particularly thorough when making alliance resource commitments.
Originality/value
There are few studies of actual consumer experiences with alliances, since most consumer-focused alliance research uses experimental designs. This paper is among the first to examine the effects of actual consumer alliance encounters on behavioral intentions toward each alliance partner as a standalone firm.
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Satyam Mishra, Anubhav Mishra, Ashish Dubey and Yogesh K. Dwivedi
The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase…
Abstract
Purpose
The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase behaviour intention in a virtual reality retailing context.
Design/methodology/approach
This study integrates the outcomes from 52 studies, including 403 relationships involving 19,188 samples. The analysis was conducted using R-metafor and AMOS software.
Findings
The findings indicate that key factors that influence purchase and non-purchase behavioural intentions are virtual reality (VR)characteristics, virtual reality experience and consumer attitudes. VR experience is the strongest predictor for purchase decisions in virtual environment ,while consumer attitude towards VR most strongly influences the non-purchase behaviour of the consumers. Furthermore, the age of the respondents, cultural backgrounds (high vs low power distance) and gender moderate the relationship between consumers' attitudes and purchase and behaviour intentions.
Practical implications
Marketers can positively influence consumer attitudes and behavioural intentions by prioritizing the design of the virtual environment and facilitating unique experiences (by manipulating different sensory stimuli) in virtual retailing.
Originality/value
The current meta-analysis reconciles and reinforces the findings in the extant literature and provides a robust empirical generalization of the critical factors that influence consumers' purchase or behavioural intentions in a virtual retailing context.
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Bianca Maria van Niekerk, Mornay Roberts-Lombard and Nicole Cunningham
This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market…
Abstract
Purpose
This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market context. This study also considers purchase antecedents to attitude, perceived behavioural control and social norms as determinants of urban bottom-of-the-pyramid consumers’ apparel behavioural intentions.
Design/methodology/approach
Using non-probability sampling, specifically purposive and interlocking sampling, data collection was secured from 881 economically active Namibian urban bottom-of-the-pyramid respondents through interviewer-administered questionnaires. Covariance-based structural equation modelling assessed the significant relationships among all constructs in the conceptual model.
Findings
This study found that for favourable apparel behavioural intentions of urban bottom-of-the-pyramid consumers to occur, apparel retailers should emphasise trust, perceived awareness and self-identity through apparel assortment and groupings, easy-to-read visible signage, together with competent, friendly and respectful sales personnel in their store atmospherics.
Practical implications
The findings of this study may guide apparel retailers in other emerging African markets to develop regional integration, market-based solutions and inclusive economic growth focusing on “non-essential” products, such as apparel, among urban bottom-of-the-pyramid consumers.
Originality/value
This study expands the intellectual boundaries of urban bottom-of-the-pyramid consumers’ behavioural intentions towards “non-essential” products. The theoretical framework supports the integration of both the stimulus-organism-response model and the theory of planned behaviour into one single model for empirical investigation. Additionally, adopting a novel theoretical framework helped identify the impact of store atmospherics from a bottom-of-the-pyramid perspective in an emerging African market context, such as Namibia.
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Rajiv Kumar Dwivedi, Manoj Pandey, Anil Vashisht, Devendra Kumar Pandey and Dharmendra Kumar
The study aims to investigate the consumers' behavioral intention toward green hotels. The tendency of individuals to afford green hotels is further escalating with progressing…
Abstract
Purpose
The study aims to investigate the consumers' behavioral intention toward green hotels. The tendency of individuals to afford green hotels is further escalating with progressing coronavirus disease-2019 (COVID-19) pandemic recurring waves. The increased worry of consumers toward health, hygiene and the climate is acquiring momentum and transforming how consumers traditionally perceive green hotels.
Design/methodology/approach
The study has recommended an integrated framework incorporating various research fields as attitude-behavior-context theory, theory of planned behavior (TPB) and moderating influences to study the associations among the antecedents of consumers' behavioral intention toward green hotels. The study comprised the participation of 536 respondents residing in the Delhi and National Capital Region (NCR) of India. The data analysis strategy involved the use of structural equation modeling (SEM) analysis to test the proposed research framework.
Findings
The results and findings of the study indicated a significant influence of fear and uncertainty of the COVID-19 pandemic and environmental concern on green trust. The results also revealed the considerable impact of green trust on willingness to pay premium, attitude and subjective norms, which significantly influenced behavioral intention. The analysis also revealed the moderating influence of environmental concern in the relationship of green trust and behavioral intention.
Research limitations/implications
The study has recommended significant theoretical. The theorists may use this research framework to analyze better the transforming consumer behavior trends toward green hotels in the ongoing fearful and uncertain COVID-19 pandemic scenario.
Practical implications
The study has recommended significant managerial implications. The industry practitioners may also utilize the framework to sustain the hotel business and bring new strategic insights into practice to combat the impact of the pandemic and simultaneously win consumers' trust in green hotels.
Originality/value
Although the researchers have previously emphasized consumers' intention toward green practices embraced by hotels, the impact of the COVID-19 pandemic on the green hotel industry gained noticeable attention from researchers. Furthermore, there is a scarcity of literature providing insights on the behavioral dynamism of hotel customers' trust, attitude and willingness to pay for green hotels during the repetitive waves of the COVID-19 pandemic. The study will support the existing literature gap by enlightening the associations among the various antecedents of green hotels' behavioral intention, COVID-19 and environmental concern.
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