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This research paper aims to examine the proposed easy-money effect of credit cards, which stimulates consumers to overspend. This paper shows how such an easy-money effect can be weakened.

In Study 1, an implicit association test was conducted with a sample of 169 participants to test the proposed credit card easy-money effect. In Study 2, experimental data were collected online from 365 participants to test the effectiveness of a hard-work reminder in weakening credit cards’ easy-money effect on consumer spending.

The proposed credit card easy-money effect exists, with spendthrift (ST) participants associating money with hard work less in the implicit association test after being presented with a credit card cue versus neutral cue. The results from Study 2 show that ST participants spent more on their dinner than tightwad participants when shown a credit card cue. However, this effect could be weakened when STs were also reminded of their hard work by a picture accompanied with words.

This paper suggests that credit cards’ spending-stimulating effect is due to consumers’ associations between credit cards and easy money. Based on this notion, this paper suggests conditions in which credit cards will stimulate more and less spending.

This is the first research attempt to examine the credit cards’ easy-money effect and the effectiveness of reminding consumers of their hard work to mitigate credit cards’ long-established spending-stimulating effect.

To overcome the high manual effort of assessments for teaching personnel, e‐assessment systems are used to assess students using information systems (IS). The purpose of this paper is to propose an extension of EASy, a system for e‐assessment of exercises that require higher‐order cognitive skills. The latest module allows assessing programming exercises in conjunction with particular test‐driven‐development and back‐to‐back testing.

EASy was developed following a design science research approach. To prove the effectiveness of the approach, the authors discuss findings from a survey that was conducted with almost 200 students from a programming lecture and present quantitative and qualitative findings.

Most students reflected positively on using EASy. EASy proves to be a versatile tool and the extension meets the authors' aims. Several details require further investigation, most notably usability and the support of tutors.

E‐assessment is a field that requires much future research to enable commercial‐scale systems for assessment of higher‐order cognitive skills. The authors' research is currently limited in the number of exercise types the system supports.

EASy is a research tool despite being used in actual lectures. It is not yet a general e‐assessment solution.

While EASy is a research prototype, its usage in lectures demonstrates the practicability of using e‐assessment. EASy currently is one of the few systems with advanced capabilities. The paper strongly contributes to the knowledge base on building e‐assessment systems; thus, it is relevant both for practitioners seeking to establish e‐assessment and to researchers trying to understand the future needs towards comparable systems.

Lewbel and Pendakur (2009) developed the idea of implicit Marshallian demands. Implicit Marshallian demand systems allow the incorporation of both unobserved preference heterogeneity and complex Engel curves into consumer demand analysis, circumventing the standard problems associated with combining rationality with either unobserved heterogeneity or high rank in demand (or both). They also developed the exact affine Stone index (EASI) implicit Marshallian demand system wherein much of the demand system is linearised and thus relatively easy to implement and estimate. This chapter offers a less technical introduction to implicit Marshallian demands in general and to the EASI demand system in particular. I show how to implement the EASI demand system, paying special attention to tricks that allow the investigator to further simplify the problem without sacrificing too much in terms of model flexibility. STATA code to implement the simplified models is included throughout the text and in an appendix.

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is especially relevant in the context of Indonesian Airline companies. Therefore, many airline customers in Indonesia are still in doubt about it, or even do not use it. To fill this gap, this study attempts to develop a model for e-services adoption and empirically examines the factors influencing the airlines customers in Indonesia in using e-services offered by the Indonesian airline companies. Taking six Indonesian airline companies as a case example, the study investigated the antecedents of e-services usage of Indonesian airlines. This study further examined the impacts of motivation on customers in using e-services in the Indonesian context. Another important aim of this study was to investigate how ages, experiences and geographical areas moderate effects of e-services usage.

The study adopts a positivist research paradigm with a two-phase sequential mixed method design involving qualitative and quantitative approaches. An initial research model was first developed based on an extensive literature review, by combining acceptance and use of information technology theories, expectancy theory and the inter-organizational system motivation models. A qualitative field study via semi-structured interviews was then conducted to explore the present state among 15 respondents. The results of the interviews were analysed using content analysis yielding the final model of e-services usage. Eighteen antecedent factors hypotheses and three moderating factors hypotheses and 52-item questionnaire were developed. A focus group discussion of five respondents and a pilot study of 59 respondents resulted in final version of the questionnaire.

In the second phase, the main survey was conducted nationally to collect the research data among Indonesian airline customers who had already used Indonesian airline e-services. A total of 819 valid questionnaires were obtained. The data was then analysed using a partial least square (PLS) based structural equation modelling (SEM) technique to produce the contributions of links in the e-services model (22% of all the variances in e-services usage, 37.8% in intention to use, 46.6% in motivation, 39.2% in outcome expectancy, and 37.7% in effort expectancy). Meanwhile, path coefficients and t-values demonstrated various different influences of antecedent factors towards e-services usage. Additionally, a multi-group analysis based on PLS is employed with mixed results. In the final findings, 14 hypotheses were supported and 7 hypotheses were not supported.

The major findings of this study have confirmed that motivation has the strongest contribution in e-services usage. In addition, motivation affects e-services usage both directly and indirectly through intention-to-use. This study provides contributions to the existing knowledge of e-services models, and practical applications of IT usage. Most importantly, an understanding of antecedents of e-services adoption will provide guidelines for stakeholders in developing better e-services and strategies in order to promote and encourage more customers to use e-services. Finally, the accomplishment of this study can be expanded through possible adaptations in other industries and other geographical contexts.

The purpose of this study is to investigate the factors that influence the adoption of Higher Education Commission (HEC) National Digital Library among research students in different universities of Pakistan.

The study framework was based on technology acceptance model (TAM). A sample of Pakistani university students completed the questionnaire measuring the effects of extraneous stimuli through cognitive responses on adoption of the HEC digital library. To test the research hypotheses, multiple regression analysis was used.

The findings revealed that: cognitive responses predicted students’ intention of using HEC digital library; extraneous variables significantly influenced cognitive responses; system characteristics directly influenced usefulness and ease of use; interface characteristics directly influenced cognitive responses; and individual differences significantly affected the ease of use. Similarly, system quality was identified with the highest direct effect on usefulness, whereas navigation had the highest influence on easy use of the HEC digital library of Pakistan. In addition, usefulness was explored with the highest effect on intention to use the HEC digital library of Pakistan. The findings revealed that individual behaviours influence the use of digital libraries which imply that acceptance of an information system (IS) involve cognitive idiosyncrasies. Findings of the study are useful for Pakistani academic librarians to enhance adoption and usability of the HEC digital library of Pakistan. The study extended cross-cultural validation of TAM and explored how that Pakistani university students utilize HEC digital library.

These findings have significant implications for librarians in developing countries, such as to evaluate usability of digital libraries from individuals’ perspective, create awareness, customize users’ interface and train students in navigational techniques. It may also facilitate librarians to improve their current levels of library assistance and emphasize the usefulness of digital libraries towards academic excellence. The findings equally suggest that individual behaviours influence the use of digital libraries because acceptance of an information system involves cognitive idiosyncrasies. This study explored all possible links between the study constructs and emphasized that findings are useful to enhance the adoption and usability of digital library in the developing countries.

This study is the first attempt that empirically assessed the adoption of digital libraries in terms of Pakistani research students. The study validated TAM in the context of Pakistani university librarianship that extended the cross-cultural validation of TAM. Furthermore, the study focused on real constructs instead of dummy variables and predicted significant effects on acceptance and rejection of digital libraries.

This study explores how experts and novices in pedagogics expanded queries supported by the ERIC thesaurus, and how this was connected to the search effectiveness in an easy and a difficult search task. The expert group consisted of 15 undergraduates in pedagogy and the novice group of 15 students with no previous studies in this field. Their search logs were recorded and a pre‐ and post‐search interview was conducted. The results show that the number and type of terms selected from the thesaurus for expansion by experts improved search effectiveness, whereas there were no connections between the use of thesaurus and improvement of effectiveness among novices. The effectiveness of expansions varied between the facets of the queries. Thus, a vital condition for benefiting from a thesaurus in query expansion to improve search results is sufficient familiarity with the search topic. The results suggest also that it is not in the first place the number of terms used in expansion, but their type and quality that are crucial for search success.

The Electronic Article Supply “EASY” is a document delivery project, setting out to test a system to satisfy inter‐library loans from publisher’s digital versions of articles. A user’s request for an ILL is screened against digital holdings in ingenta, if it is found there, for a fixed standard fee the request can be satisfied by the system, directly or subject to approval by a librarian.

Marketing management and marketing strategy, rural marketing, sales and distribution.

Students of business schools specialising in the area of marketing or rural marketing.

The case focuses on the rural market. It deals with the alternative distribution channels adopted for last mile distribution among rural consumers of underdeveloped Odisha (India). The case discusses key issues pertaining to rural marketing, business viability, social issues and public sentiment.Easy access is an entrepreneurial venture by an erstwhile intellectual marketing professor of a premier B-school. The objective behind this initiative is multiple, viz., rural marketing, developing alternative distribution networks, women empowerment, etc. The case highlights that the business of Easy Access started with noble social objectives like women empowerment and developing a cost effective distribution network so that rural customers would be benefited. The case also highlights that the practices adopted by Easy access was not good enough to track & forecast demand effectively as well as the supply chain to replenish stock was not proper.Since the particular market is a backward region and there are number of Govt. schemes and people are given many things for free. People thought Easy Access is result of one of such schemes. Also there were social issues of improper address and mismatch identity (as mentioned in the case) etc.So the issues of demand forecasting and supply chain management along with social issues resulted in financial loss and thus the viability of business venture (Easy Access) is a concern. The social objectives associated with this venture are also at stake or at danger because of financial loss.

The case provides insights into the marketing concepts like rural marketing, marketing strategy in emerging markets and sales and distribution.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

This study explores food delivery app users and technology acceptance model as a theoretical underpinning. This study thus investigated the determinants of usefulness, ease of use and intention to use for food delivery app service.

The variables of delivery time, diverse menu, quarantine, review quality and ease of use are employed as determinants of usefulness. The antecedents of ease of use are easy registration and easy payment. This study also examined the association between ease of use, usefulness and intention to use. This study collected data using Amazon Mechanical Turk, and the number of valid observations for statistical analysis was 484. A structural equation model was used to test the hypotheses.

Regarding the results, usefulness was positively affected by delivery time, quarantine, review quality and ease of use. Additionally, ease of use was positively impacted by easy registration and easy payment. Finally, this study showed that ease of use positively affects both usefulness and intention to use, and usefulness is positively associated with intention to use.

This study contributes to the literature by ensuring the explanatory power of technology acceptance model for food delivery app.