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Book part
Publication date: 14 March 2024

Paulo Botelho Pires and José Duarte Santos

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products…

Abstract

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products and services, also allowing them to leverage their strategy in new geographical markets immediately. Although the literature on the subject is comprehensive, there is a gap in identifying the holistic constructs that are the determinants of consumers' choice of an online store. This research resorts to an exploratory study, based on a nonsystematic literature review, seeking to identify these constructs. The results obtained allowed us to identify the following constructs: consumer behavior, customer experience, web content, catalog, terms and conditions, customer support, perceived value, trust, security and privacy, satisfaction, and loyalty. Customer experience, satisfaction, and loyalty constructs stand out from a strategic perspective.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Book part
Publication date: 20 March 2024

Muthmainnah, Ahmad Al Yakin, Muhammad Massyat, Luís Cardoso and Andi Asrifan

Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to…

Abstract

Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to understand communication patterns between sellers and buyers when shopping on Facebook live streaming in Indonesia.

The Need for Research: This research is motivated by the skill gap arising from increasing buying and selling transactions through live streaming on Facebook. Cultural and demographic shifts, along with the widespread availability of modern technologies and marketing 2.0 have resulted in the global population adopting social media at rates far beyond our use of the Internet, making a compelling case by example and analogy that social media has the potential to level the playing field and is effective in reaching their target market.

Methodology: The type of research is descriptive-qualitative using corpus data instruments. The data collection technique in this study was carried out by reading and observing the data and listening to speeches about buying and selling women’s equipment from various online stores on Facebook. Then select and sort the data designated as forms, strategies, and functions of speech acts in buying and selling transactions during live streaming on Facebook. The data analysis technique has three steps: (1) reducing the amount of data; (2) presenting the data; and (3) concluding.

Findings: The results show that there are four types of speech acts between sellers and buyers in the live-streaming online shop on Facebook, namely, assertive, directive, expressive, and commissive speech acts.

Details

Contemporary Challenges in Social Science Management: Skills Gaps and Shortages in the Labour Market
Type: Book
ISBN: 978-1-83753-165-3

Keywords

Article
Publication date: 12 September 2023

Tejas R. Shah, Pradeep Kautish and Sandeep Walia

This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness…

Abstract

Purpose

This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs).

Design/methodology/approach

Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.

Findings

Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs.

Research limitations/implications

This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct.

Practical implications

The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.

Originality/value

The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.

Details

foresight, vol. 26 no. 1
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 15 December 2023

Adedapo Oluwaseyi Ojo, Olawole Fawehinmi, Christine Nya-Ling Tan and Oluwayomi Toyin Ojo

In recent years, Malaysia has seen a dramatic change in the landscape of financial transactions due to the fast growth of mobile payment systems. This study aims to examine the…

Abstract

Purpose

In recent years, Malaysia has seen a dramatic change in the landscape of financial transactions due to the fast growth of mobile payment systems. This study aims to examine the technological, organisational and environmental (TOE) factors of merchants’ adoption intention to use mobile payment platforms essential for the continuing development and profitability of these cutting-edge payment options.

Design/methodology/approach

The research model was developed from the TOE framework and tested with the data collected from 120 merchants in Malaysia. The partial least squares structural equation modelling technique was used in analysing the collected data.

Findings

Technology readiness and competitor pressure were directly related to merchants' mobile payment adoption intention and indirectly through perceived strategic value. Also, perceived ease of use and perceived strategic value were significant predictors of the adoption intention of mobile payment.

Originality/value

This model demonstrates the relevance of TOE in explaining merchants' mobile payment adoption intention, with implications for policy and strategy to support the broader adoption of mobile payment platforms in Malaysia.

Details

Journal of Systems and Information Technology, vol. 26 no. 1
Type: Research Article
ISSN: 1328-7265

Keywords

Article
Publication date: 1 April 2024

Muhammad Mohsin Khalil and Waqar Ahmed

In recent years, technological advancement has played a crucial role in the growth of emerging economies. However, as with any novel technological development, there are often…

Abstract

Purpose

In recent years, technological advancement has played a crucial role in the growth of emerging economies. However, as with any novel technological development, there are often concerns and hesitations surrounding its implementation. This study aims to investigate the factors influencing blockchain adoption and usage. Thereby evaluating its impact on supply chain performance.

Design/methodology/approach

This is a deductive research based on the modified form unified theory of acceptance and use of technology, which is a persuasive model that has been used in numerous studies on the acceptance and usage of information technology systems. For this study, valid data was collected from 129 management-level supply chain professionals and policymakers working in diverse manufacturing industries. The collected data was used for testing hypotheses by deploying the structural equation modeling technique.

Findings

The findings of this study reveal that facilitating conditions and technology readiness highly are key influencers for organizations to implement this disruptive technology. Moreover, blockchain adoption and usage can significantly enhance supply chain performance.

Originality/value

Blockchain technology is a novel and promising disruptive technology that industries are looking forward to adopting and using. For the policymakers and supply chain strategists working in a developing country, this study offers a comprehensive viewpoint on the swift acceptance and usage of blockchain technology to facilitate supply chain operations.

Details

Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4620

Keywords

Article
Publication date: 2 January 2024

Ishfaq Hussain Bhat, Shilpi Gupta, Shakir Hussain Parray, Dhiraj Sharma, Faizan Ali and Rais Ahmad Itoo

This study delves into the complex realm of consumer behavior by exploring the impact of distinct shopping motives, encompassing status, value and gratification, on store…

Abstract

Purpose

This study delves into the complex realm of consumer behavior by exploring the impact of distinct shopping motives, encompassing status, value and gratification, on store satisfaction within the domain of organic food retail. Moreover, it seeks to decipher the influence of perceptual disparities between male and female patrons on the intricate nexus between shopping experience and consumer loyalty within organic food stores.

Design/methodology/approach

A comprehensive dataset comprising responses from 400 participants was gathered and subjected to confirmatory analysis and structural equation modeling. These analytical tools were employed to dissect the data, validate the underlying research framework and unveil critical insights.

Findings

The empirical analysis, facilitated by structural equation modeling, substantiates that organic food stores prioritize the organic attribute, primarily centered on healthiness, often to the detriment of broader conceptual and social aspects. This validates the interplay between shopping experience dimensions, customer contentment, loyalty and the intent to revisit. Gender, as a moderator, exerts a discernible influence on these relationships, highlighting distinct shopping behaviors among male and female consumers when gauging the influence of shopping experience dimensions within organic food retail establishments.

Practical implications

The implications of this research resonate deeply within the organic food retail landscape. The insights garnered provide valuable guidance to organic food retailers aiming to enhance their store ambiance and allure, thereby fostering sustained customer satisfaction. This, in turn, augments the propensity for customer loyalty and repeat patronage, a particularly pressing concern in today's fiercely competitive retail milieu. Furthermore, the study carries significant ramifications for organic food producers and governmental entities, outlining a framework for augmenting the value proposition of organic foods in alignment with customer experiential paradigms.

Originality/value

In a milieu characterized by the emergence of novel product categories and industry entrants, the study fills a critical void by investigating customer satisfaction within the broader retail food sector, with specific focus on organic food stores. Moreover, the research embarks on a pioneering exploration of the prospective trajectory of organic food stores in the Indian context, employing a marketing lens and grounded in the theory of needs satisfaction.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Case study
Publication date: 1 March 2024

Tamizharasi D and Padmalini Singh

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the…

Abstract

Learning outcomes

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Case overview/synopsis

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

Complexity academic level

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

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