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Article
Publication date: 5 April 2023

Kriti Krishna, Bharadhwaj Sivakumaran, Satish S. Maheswarappa and Ankur Jha

This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage…

Abstract

Purpose

This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets.

Design/methodology/approach

The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products].

Findings

Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets.

Research limitations/implications

Future research may extend the present work by considering other types of gamification.

Practical implications

Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets.

Originality/value

To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.

Details

European Journal of Marketing, vol. 57 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 May 2022

Yan Meng, Stephen J. Gould, Lei Song, Hua Chang and Shiva Vaziri

This study aims to provide a practical strategy for customer service and salesforce from the basis of behavioral economics. When customers thought they missed a discount but…

Abstract

Purpose

This study aims to provide a practical strategy for customer service and salesforce from the basis of behavioral economics. When customers thought they missed a discount but eventually could get the deal, they perceived that they had obtained more value. This research defines such a conversion effect between gain and loss accounts, demonstrates its impact in marketing settings and provides the salesforce a tactic to increase sales and quality of customer service to improve the consumer experience in the social customer journey.

Design/methodology/approach

Three experiments were conducted in a behavioral lab and online setting. Participants were randomly assigned to 2 (gain vs loss) × 2 (converted vs simple) between-subjects designs in the first two experiments and 2 (gain vs loss) × 2 (converted vs simple) × 2 (high price vs low price) in the third experiment. Analysis of variance was conducted to analyze the data. Mediation and moderation analyses were also conducted to identify the mediator and moderator in the model.

Findings

The conversion between gain and loss mental accounts exists, and the converted gains are more likely to lead consumers to make purchases with a once-lost discount than simple gains. This conversion effect is mediated by consumers’ implemental mindset activated by the conversion and moderated by price.

Originality/value

This research shows that mental accounts of gains and losses can be dynamically converted to one another. It provides a managerial tactic for salesforces and customer service to lead consumers to make a purchase decision right away. This is especially important when they aim to enhance the consumer experience in the social customer journey.

Details

Journal of Services Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 24 January 2023

Godwin Mwesigye Ahimbisibwe, Muhammed Ngoma, Annet K. Nabatanzi-Muyimba and Levi Bategeka Kabagambe

The purpose of this paper is to investigate the mediating role of international networking in the relationship between entrepreneurial mindset and small- and medium-sized…

Abstract

Purpose

The purpose of this paper is to investigate the mediating role of international networking in the relationship between entrepreneurial mindset and small- and medium-sized enterprise (SME) internationalization using evidence from exporting SMEs in Uganda.

Design/methodology/approach

This study adopted a cross-sectional research design. Data were collected through a questionnaire survey of 206 exporting SMEs that are members of the Uganda Export Promotions Board. Data was analysed using SPSS and SmartPLS.

Findings

The study established that international networking mediates the relationship between entrepreneurial mindset and SME internationalization. This suggests that international networking is a conduit through which entrepreneurial mindset relates to SME internationalization.

Research limitations/implications

This study was conducted within the particular national context of Uganda. Replication of this research within other settings is needed to cross-validate the present findings. The study reveals that the entrepreneurial proclivity of managers and owners of exporting SMEs in Uganda can be enhanced through establishing networks in foreign markets to realize international expansion. SMEs should therefore initiate, build and strengthen partner relationships in foreign markets for successful international expansion.

Practical implications

The study reveals that the entrepreneurial proclivity of managers and owners of exporting SMEs in Uganda can be enhanced through establishing networks in foreign markets to realize international expansion. SMEs in Uganda should, therefore, strive to support entrepreneurial-oriented individuals to initiate and establish foreign market partnerships for successful international expansion.

Originality/value

To the best of the authors’ knowledge, this is the first study to investigate the mediating role of international networking in the relationship between entrepreneurial mindset and SME internationalization from a developing country of Uganda.

Details

Review of International Business and Strategy, vol. 33 no. 4
Type: Research Article
ISSN: 2059-6014

Keywords

Open Access
Article
Publication date: 29 February 2024

Francisco Liñán, Inmaculada Jaén and Ana M. Domínguez-Quintero

This paper integrates the action phase theory (APT) and the theory of planned behaviour (TPB) to analyse the dynamic mechanisms involved in the configuration of goals and…

Abstract

Purpose

This paper integrates the action phase theory (APT) and the theory of planned behaviour (TPB) to analyse the dynamic mechanisms involved in the configuration of goals and implementation intentions throughout the entrepreneurship process.

Design/methodology/approach

The empirical analysis compares individuals in different phases of this process (not yet decided, potential and nascent entrepreneurs). A large sample of adults from Spain is analysed. Structural equation models and multi-group analysis (MGA) serve to test the hypotheses.

Findings

The results confirm that perceived behavioural control (PBC) is the most influential antecedent of entrepreneurial goal intention (EGI) in pre-actional phases (undecided and potential entrepreneurs), whilst attitude towards entrepreneurship (ATE) takes this role during nascency. Subjective norms (SNs) are more important in Phase 1 (establishing the goal) and in Phase 3 (performing nascent behaviour).

Originality/value

This study contributes to both the TPB and the APT. It provides the most relevant insight into the mental process that leads to starting up and helps explain certain previous conflicting results found in the literature. Additionally, it has important implications not only for theory building but also for support bodies and for entrepreneurship educators.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 30 no. 11
Type: Research Article
ISSN: 1355-2554

Keywords

Open Access
Article
Publication date: 16 February 2023

Maria Ripollés and Andreu Blesa

The role of entrepreneurship education in promoting entrepreneurial actions remains unclear. The purpose of this paper is to investigate the logic of different types of…

2755

Abstract

Purpose

The role of entrepreneurship education in promoting entrepreneurial actions remains unclear. The purpose of this paper is to investigate the logic of different types of entrepreneurship education and the effect of learning characteristics in promoting entrepreneurial actions among student entrepreneurs in the higher education setting.

Design/methodology/approach

The study employs a quantitative approach involving the use of survey data collected via an Internet tool. The constructs of variables are measured using previously tested scales. The data were analysed using partial least squares modelling because it can handle formative and reflective constructs in the same model and is capable of testing for moderation.

Findings

The findings illustrate that voluntary entrepreneurship education generates learning outcomes in terms of students' entrepreneurial actions, which is important because without action, a venture will never be launched. This is especially so if students show a deep learning orientation, while mastery motivation showed a significant and negative moderating effect. This is not the case for compulsory entrepreneurship education.

Originality/value

Embedded in construal level theory, this paper offers knowledge that can help to advance entrepreneurship education research (1) by uncovering the role of different types of entrepreneurship education interventions, (2) by considering students' entrepreneurial actions as the dependent variable and (3) by unravelling the role of students' learning characteristics in the efficacy of entrepreneurship education interventions. By doing this, the study addresses recent repeated calls for more fine-grained research focused on how university students learn in entrepreneurship in higher education and its effects.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 29 no. 7
Type: Research Article
ISSN: 1355-2554

Keywords

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