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Article
Publication date: 26 February 2024

Himanshu Joshi and Deepak Chawla

The study investigates the influence of perceived security (PS) on behavioral intention (BI) via the trust attitude process and explores the moderating effects of gender. PS in…

Abstract

Purpose

The study investigates the influence of perceived security (PS) on behavioral intention (BI) via the trust attitude process and explores the moderating effects of gender. PS in mobile wallets enhances user trust (TR), attitude (ATT) and intention (INT). Using a multiple and serial mediation model, both TR and ATT were found to mediate the relationship between PS and BI.

Design/methodology/approach

Drawing on the stimulus-organism-response (S-O-R) theory, the proposed conceptual model comprises PS, TR, ATT and BI. An online survey was conducted with a cross-sectional sample of 744 mobile wallet users in India. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the hypothesized relationships and test the mediation effects.

Findings

Results show that the stimulus, PS, has a positive and significant influence on TR and ATT, which eventually has a positive influence on BI. The research model explains 64.4 percent of the variance in BI. Further, both TR and ATT independently and parallelly mediate the relationship PS and BI. Lastly, gender is found to moderate the relationship between TR and BI and ATT and BI.

Practical implications

The research showed the importance of PS, TR and ATT towards mobile wallet adoption INTs. Further, the findings support the idea that developing TR and ATT is essential for shaping INTs. This suggests that mobile wallet service providers should invest in methods that not just enhance user TR but also reinforce a positive ATT towards the platform. To demonstrate TR, mobile wallet providers must ensure the confidentiality and privacy of user data, keep customer interests in mind and fulfill commitments. Lastly, for strengthening customer TR, excellent customer support is extremely important.

Originality/value

While prior researchers have majorly used technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models to explain adoption INTs, this study examines the relationship between PS, TR, ATT and BI through the lens of the SOR framework.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 13 June 2016

Shweta Pandey and Deepak Chawla

This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty…

2218

Abstract

Purpose

This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty towards clothing e-retailers. The use of constructs without going through a content validation process limits the overall validity of conclusions drawn from the research results and therefore, the study addresses this research gap.

Design/methodology/approach

Based on a detailed literature review, dimensions of the two constructs were identified. Semi-structured interviews and focus group discussions across 29 online shoppers were used for exploring the definition and scope of each construct dimension. This was followed by identification, adaptation and/or addition of items for each dimension basis inputs from respondents. Further, expert inputs were used for elimination of redundant items whilst ensuring proportional representation of all facets of the construct domain.

Findings

Use of qualitative methods for content validity and scale item development in effect contributed to the existing literature and highlighted issues as well as suggestions for clothing e-retailers.

Research limitations/implications

The paper is limited to the process of content validity. Further techniques may be used for establishing other forms of validity. Modification and adaptation of constructs may be required for other product segments.

Practical implications

The paper enhances the extant knowledge about the two constructs in terms of definitions and items, which can be further used for marketing and driving loyalty.

Originality/value

The use of qualitative methods for establishing content validity is an important but often neglected step in marketing research. This paper reveals how the same can reveal interesting and important insights for marketers.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 9 April 2018

Shweta Pandey and Deepak Chawla

The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context…

6642

Abstract

Purpose

The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context. Furthermore, it explores the influence of gender on the OCE-satisfaction-loyalty chain.

Design/methodology/approach

OCE dimensions were drawn from the literature and then adapted and validated using two samples (217 – exploratory factor analysis, 651 – confirmatory factor analysis) of experienced online clothing shoppers in India. An analysis was done using structured equation modelling.

Findings

Six OCE psychological factors and four OCE functionality factors were revealed. Both OCE dimensions impact loyalty either directly or indirectly through satisfaction. Gender is observed to moderate the relationship among three OCE factors (e-distrust, e-negative beliefs and website interactivity) and satisfaction.

Research limitations/implications

The research results are limited to the factors related to each of the two OCE dimensions explored within the clothing e-retail context in India.

Practical implications

Clothing e-retailers need to focus on both the OCE dimensions to drive business sustenance. Furthermore, their OCE strategies should be in line with the gender-based differences highlighted by the study.

Originality/value

The study facilitates in the adaptation and validation of the OCE dimensions in the clothing e-retail category in an emerging market. While all factors associated with both OCE dimensions are important for driving satisfaction and loyalty, the study underscores the need for a higher focus on visual engagement by e-retailers in the given context. Gender moderates the OCE-satisfaction paths, but does not moderate the OCE-loyalty paths.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 13 September 2022

Sandeep Puri, Shweta Pandey and Deepak Chawla

This paper aims to explore factors impacting wearable fitness tracking (WFT) device continued usage intention from perspectives of technology attributes (autonomy benefits)…

Abstract

Purpose

This paper aims to explore factors impacting wearable fitness tracking (WFT) device continued usage intention from perspectives of technology attributes (autonomy benefits), health attributes (self-health management benefits, diet-control benefits and health self-efficacy), and consumer attributes (age, gender, technological innovativeness, symbolic benefits, social benefits and hedonic benefits).

Design/methodology/approach

The study integrates constructs from the technology acceptance theories and the health promotion model to develop the research model and hypothesis. The empirical analysis was conducted using data from 217 respondents from India. Logistic regression was used to identify factors that discriminate between groups with low and high continued usage intentions.

Findings

Results indicate higher continued usage intention for WFT devices is driven by perceived benefits-health, autonomy, social and hedonic, and individual characteristics-technological innovativeness and perceived health self-efficacy. Further, perceived symbolic benefits, diet control benefits, age, and gender does not discriminate between the groups with low and high continued usage intentions.

Research limitations/implications

The results may be limited to the context of the sample and the factors considered. The study suggests future research areas.

Practical implications

The paper offers insights for marketers, governments, insurance firms, and related healthcare services on promoting higher usage of WFT devices to yield dual benefits of preventive healthcare and higher profitability.

Originality/value

The study extends existing research by examining factors across consumer, health, and technological domains in a single framework and adds to the limited research in the context of usage of WFT devices in developing countries.

Details

Benchmarking: An International Journal, vol. 30 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 31 December 2018

Shweta Pandey and Deepak Chawla

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy, social…

1247

Abstract

Purpose

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy, social influence, facilitating conditions, age, gender) and of those drawn from literature (perceived risk, perceived enjoyment and innovativeness) on the adoption of m-commerce in India. It also suggests implications of these for the consumer behavior theory practitioners and marketers.

Design/methodology/approach

Data were collected using an online survey from 321 respondents, split into two groups (high and low adoption level users) based on the usage scores of the four categories of m-commerce- location-based, transaction-based, entertainment and content delivery. Logistic regression technique was used to identify the prominent factors among the nine identified influencers to understand the differences between the two groups.

Findings

The findings of this paper are sample biasness, self-reported m-commerce adoption level, limited m-commerce categories and specific context.

Research limitations/implications

Except the two factors of performance expectancy and facilitating conditions, all other variables discriminate between low and high adoption levels of m-commerce services in India. Social influence, perceived enjoyment and innovativeness were the three main factors that were found to have the most significant impact on the discrimination levels of m-commerce service users in India. Further, it was found that women and the younger generation users of m-commerce showed a greater propensity for adopting m-commerce practices.

Practical implications

Marketers need to focus on key factors like social influence, perceived enjoyment, perceived risk and effort expectancy to persuade the young and innovative consumer target groups increase their adoption of m-commerce services.

Originality/value

This is the first study of its kind to explore factors that distinguish users with low and high levels of m-commerce adoption, by taking into consideration all four categories of m-commerce (transaction-based, content delivery, location-based and entertainment). In doing so, it highlights the need for marketers to focus on factors beyond facilitating conditions and performance expectancy, to enhance the adoption of m-commerce practices.

Details

Journal of Enterprise Information Management, vol. 32 no. 1
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 15 August 2016

Sheetal Mittal, Deepak Chawla and Neena Sondhi

The purpose of this paper is to conceptualize, develop and validate the measurement of impulse buying tendency India, an emerging market in Asia.

1901

Abstract

Purpose

The purpose of this paper is to conceptualize, develop and validate the measurement of impulse buying tendency India, an emerging market in Asia.

Design/methodology/approach

The conceptualization of India’s impulse buying tendency (IBT) has been based on a review of academic literature and an analysis of qualitative data from 30 observations at retail stores and 25 in-depth consumer interviews. The scale’s reliability and validity were assessed by content, convergent, discriminant, nomological and predictive validity using statistical techniques such as exploratory factor analysis and confirmatory factor analysis.

Findings

A two-dimensional measure for IBT was developed for the Indian market, and then tested and validated using appropriate statistical measures.

Research limitations/implications

The study was skewed towards offline retail with both observations and interviews focusing on the bricks-and-mortar model. With e-retailing in India growing at a rapid rate, future research should extend the study and verify the IBT instrument’s validity specifically for impulse buying behaviour online.

Originality/value

To the best of authors’ knowledge, the present study is the first to bridge the gap in the existing research of impulse buying in context of emerging markets like India that are culturally, unlike both the western/developed and other Asian/emerging markets; and socio-economically, facing an interplay of variety of factors that are in a state of flux. The developed IBT scale would help by providing academics and practitioners with means of broadening their perspectives and understanding of retail behaviours in a context that is characterized by unprecedented consumer spending, increasing proliferation of modern retail and influence of a culture traditionally been given to simplicity and frugality.

Details

Journal of Indian Business Research, vol. 8 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 21 July 2023

Shweta Pandey, Neeraj Pandey and Deepak Chawla

This study aims to develop a practical and effective approach for market segmentation using customer experience dimensions derived from online reviews.

Abstract

Purpose

This study aims to develop a practical and effective approach for market segmentation using customer experience dimensions derived from online reviews.

Design/methodology/approach

The research investigates over 6,500 customer evaluations of food establishments on Taiwan’s Yelp platform through the Latent Dirichlet allocation (LDA) data mining approach. By using the LDA-derived experience dimensions, cluster analysis discloses market segments. Subsequently, sentiment analysis is used to scrutinize the emotional scores of each segment.

Findings

Mining online review data helps discern divergent and new customer experience dimensions and sheds light on the divergent preferences among identified customer segments concerning these dimensions. Moreover, the polarity of sentiments expressed by consumers varies across such segments.

Research limitations/implications

Analyzing customer attributes extracted from online reviews for segmentation can enhance comprehension of customers’ needs. Further, using sentiment analysis and attributes of online reviews result in rich profiling of the identified segments, revealing gaps and opportunities for marketers.

Originality/value

This research presents a new approach to segmentation, which surmounts the restrictions of segmentation methods dependent on survey-based information. It contributes to the field and provides a valuable means for conducting customer-focused market segmentation. Furthermore, the suggested methodology is transferable across different sectors and not reliant on particular data sources, creating possibilities in diverse scenarios.

Details

Journal of Consumer Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 July 2020

Deepak Chawla and Himanshu Joshi

The purpose of this paper is to examine the factors that influence the attitude and behavioral intention towards mobile wallet adoption and to examine the moderating effect of…

3632

Abstract

Purpose

The purpose of this paper is to examine the factors that influence the attitude and behavioral intention towards mobile wallet adoption and to examine the moderating effect of gender and age between antecedents of mobile wallet adoption and user attitude and intention.

Design/methodology/approach

Based on the literature review, certain themes around mobile wallet adoption were generated around which inputs were sought through two focus group discussions, first of which comprised working executives and second comprised students. A sample of 744 users of mobile wallet provided their awareness on mobile wallets, various mobile wallet services used and perception on ease of use, usefulness, trust, security, facilitating conditions and lifestyle compatibility (LC). To examine the moderating effect of gender and age, two methods, namely, Henseler’s partial least squares-multi group analysis (PLS-MGA), a non-parametric approach, and PLS-MGA, parametric approach, are used. The data was analyzed using partial least square-structural equation modeling.

Findings

The ease of use, usefulness, trust, security, facilitating conditions and LC significantly influence user attitude and intention. The results show that both gender and age moderate the relationship between select antecedents and attitude and intention and the influence is seen more for males and young users.

Research limitations/implications

The sample comprises students and professionals from metros and large cities; hence, the generalizability of the results to the population at large may be limited. This study only examines the moderating role of age and gender. Future studies may include other demographic variables such as education, income, occupation, experience and household size.

Practical implications

The findings help mobile wallet service providers understand the relevance and influence of various antecedent variables on the attitude and intention to adopt technology. This will help to plan and prioritize attributes for marketing purposes to increase the adoption and usage rates. Moreover, managers should plan strategies to enhance confidence among females and old age customers.

Originality/value

The proposed model both investigates the impact of antecedents on user attitude and intention and examines the moderating effect of select demographic variables. There are few empirical studies on the moderating effect of gender and age in the context of mobile wallets in India.

Details

foresight, vol. 22 no. 4
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 13 August 2021

Shweta Pandey, Deepak Chawla, Sandeep Puri and Luz Suplico Jeong

Notwithstanding the novelty and importance of wearable fitness devices, few studies have focussed on comparing the drivers of adoption and usage of wearable fitness in the context…

Abstract

Purpose

Notwithstanding the novelty and importance of wearable fitness devices, few studies have focussed on comparing the drivers of adoption and usage of wearable fitness in the context of developing countries. This study aims to explore factors that drive overall acceptance of wearable fitness devices in developing countries (India and the Philippines) and whether the impact of these factors on the intention to adopt (INT) differs by country and gender.

Design/methodology/approach

The study extends the existing body of knowledge by developing a model that integrates the impact of various perceived benefits (health, autonomy, social, hedonic, symbolic), health self-efficacy (HEALTHSE) and individual characteristics (technological innovativeness [TI]) on the INT wearable fitness devices and the moderating impact of country and gender. The analysis was carried out using partial least square and data of 343 respondents.

Findings

This study finds that the INT wearable fitness devices by consumers in developing countries are positively impacted by hedonic, health and autonomy, HEALTHSE and TI. Symbolic and social factors do not have any significant impact on the overall INT wearable fitness devices. However, there are country and gender-specific differences that are consequential to the development of marketing strategies.

Research limitations/implications

The framework and results are specific to the two countries and limited by convenience sampling. Future research can focus on replication across different countries and extend the model with additional contextual factors such as perceived risks.

Originality/value

To the best knowledge of the authors, this is one of the few studies to examine and compare the drivers of adoption of wearable fitness devices in lesser researched developing countries. Also, it is one of the few studies to compare the moderating impact of country and gender in the context of the INT wearable devices. The study provides a theoretical and methodological foundation for future research, as well as practical implications for global companies developing and promoting wearable fitness devices.

Details

Journal of Asia Business Studies, vol. 16 no. 4
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 5 June 2017

Deepak Chawla and Himanshu Joshi

The purpose of this paper is to identify which factors influence mobile banking adoption and examine those factors for segmentation, using a sample of Indian consumers.

4232

Abstract

Purpose

The purpose of this paper is to identify which factors influence mobile banking adoption and examine those factors for segmentation, using a sample of Indian consumers.

Design/methodology/approach

In total, 59 statements were identified based on a literature review, focus group discussions and personal interviews. Exploratory factor analysis was conducted to identify the relevant factors. An online survey of 367 mobile phone users in India was conducted. Confirmatory factor analysis was conducted using structural equation modeling. Appropriate statistical techniques (hierarchical cluster analysis, k-means cluster analysis) were used to segment the users. A profile of each segment was developed based on demographics, mobile banking services used, and attitude and intentions toward mobile banking. Further, a post hoc test was used to test the variation between the obtained clusters and user attitudes and intentions toward mobile banking. The demographic characteristics of users within each cluster were also examined.

Findings

Mobile users were segmented into three clusters based on their perceptions of various factors influencing mobile banking. These segments were labeled as technology adoption (TA) leaders, TA followers and TA laggards. The results show that both attitude and intentions toward mobile banking significantly differs across the three segments. In terms of relative positioning, TA leaders have the most favorable attitudes and intentions followed by TA followers, and TA laggards. Age was found to significantly influence TA and usage.

Research limitations/implications

The findings of the study are based on responses from young, educated and salaried Indian consumers from large metro cities. Therefore, it is important to include respondents from smaller cities and towns to be able to generalize the findings. The sample is skewed toward users having accounts with private banks and hence, a balanced representation of respondents from public and private sector banks would help in identifying gaps pertaining to each sector. In future research, attempting to compare the results with other developing and developed countries may be beneficial.

Practical implications

The results offer service providers better knowledge about typical mobile banking user segments, providing banks with ideas for customizing their services to meet customer expectations.

Originality/value

This paper provides insights into factors that influence mobile banking adoption in India, which has not been investigated. In contrast to earlier studies conducted on internet banking, this study attempts to examine the perceptions, attitudes and intentions of mobile users. Although traditional TA models and theories of technology diffusion have been used, this study attempts to tailor the model specifically for mobile banking.

Details

International Journal of Bank Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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