Search results
21 – 30 of over 1000The present study investigates the influence of five personality traits based on the Big Five model, i.e. extraversion, neuroticism, conscientiousness, agreeableness and openness…
Abstract
Purpose
The present study investigates the influence of five personality traits based on the Big Five model, i.e. extraversion, neuroticism, conscientiousness, agreeableness and openness to experience and personal innovativeness on learners' intention to complete MOOCs.
Design/methodology/approach
The proposed model was empirically tested using cross-sectional design. The primary data were gathered through a survey of 515 students at five higher educational institutions in the National Capital Region of Delhi, India. Structural equation modelling was used to test the hypothesized relationships in the proposed model.
Findings
The study has found significant associations between the personality traits, personal innovativeness and MOOC completion intention. The findings indicate that extraversion, conscientiousness, agreeableness, openness to experience and personal innovativeness have significant positive effects whereas neuroticism has no significant effect on MOOCs continuance intention. Personal innovativeness has been found to mediate the relationships between all the personality traits and MOOCs completion intention of learners.
Practical implications
Our findings can potentially address the issue of drop-out rates of MOOCs in developing countries such as India. The findings of the study are helpful for MOOCs providers and other stakeholders. The MOOC developers should develop courses with wide scope so as to accommodate learners with different personality profiles. Additionally, during the enrolment process, MOOC providers can identify the students' attributes through personality tests. This will help in customizing the study material and teaching pedagogy as per the needs of the students.
Originality/value
The study contributes to the growing area of research in MOOCs usage by exploring the influence of personality traits on learners' behaviour towards completing MOOCs. Since the learners' intention to complete MOOCs is a major concern for MOOC developers, hence the present study makes a worthwhile contribution as it is a relatively under-researched area.
Details
Keywords
Shampy Kamboj, Manita Matharu and Yupal Shukla
The purpose of this study is to examine the influence of perceived risk (perceived susceptibility and perceived severity), self-efficacy and individual differences (personal…
Abstract
Purpose
The purpose of this study is to examine the influence of perceived risk (perceived susceptibility and perceived severity), self-efficacy and individual differences (personal innovativeness and mobile payment knowledge) on consumers’ intention to use contactless mobile payment services (MPS). Additionally, it also empirically tested the moderating effect of hygiene consciousness in the proposed conceptual model.
Design/methodology/approach
The present research developed a conceptual model based on the health belief model (HBM) and diffusion of innovation theory (DOI) to empirically assess whether and how perceived risk, self-efficacy and individual differences influence consumer intention to use contactless MPS. The data was collected using the survey method from 251 smartphone users and analyzed with structural equation modeling. The moderating role of hygiene consciousness was studied in the relationship that self-efficacy and personal innovativeness shares with consumers’ intention toward contactless MPS.
Findings
The results of this study disclose that among all precursors of consumers’ intention toward contactless MPS, only perceived severity, self-efficacy, personal innovativeness and mobile payment knowledge positively affect consumers’ intention to use contactless MPS. However, the effect of perceived susceptibility on consumers’ intention toward contactless MPS was found to be non-significant. The results further depict that hygiene consciousness acts as a moderator in driving consumers’ intention toward contactless mobile payment services.
Research limitations/implications
The HBM model and DOI, which incorporate perceived risk, self-efficacy, individual differences and hygiene consciousness, give light on the factors influencing consumer intention to use contactless MPS in a pandemic situation such as COVID-19. The study will provide useful insights to marketers on how to frame their strategies in the aftermath of pandemics, as the contactless mobile payment method may be perceived as a defensive behavior during and after pandemics.
Practical implications
The study will provide useful insights to marketers on how to frame their strategies in the aftermath of pandemics, as the contactless mobile payment method may be perceived as a defensive behavior during and after pandemics.
Originality/value
By uniting perceived risk, self-efficacy and individual differences with consumers’ intention toward contactless MPS in a conceptual model, along with examining the moderating role of hygiene consciousness, this work responds to the calls for upcoming research concerning mobile payment systems as means of future payment. Thus, it offers an understanding of particular consumer motivations that may guide consumers’ intention toward contactless MPS through the theoretical lens of HBM and DOI.
Details
Keywords
Jung-Chieh Lee and Rongrong Lin
Due to the popularity of mobile devices and the development of artificial intelligence (AI), AI-powered mobile fitness applications (MFAs) have entered people's daily lives…
Abstract
Purpose
Due to the popularity of mobile devices and the development of artificial intelligence (AI), AI-powered mobile fitness applications (MFAs) have entered people's daily lives. However, the extant literature lacks empirical investigations that explore users' continuance usage intentions regarding AI-powered MFAs. To fill this research gap, this paper employs goal-setting theory to establish a research model for exploring how AI-enabled features (i.e. intelligence and anthropomorphism) affect users' perceptions of goal difficulties and goal specificities, which in turn affect their MFA continuance usage intentions.
Design/methodology/approach
This paper uses a survey method to analyze the research model, and a total of 223 responses are collected. The partial least squares (PLS) technique is utilized for data analysis.
Findings
The results show that intelligence and anthropomorphism affect the continuance usage intention of MFA users through their goal difficulty and specificity. Both intelligence and anthropomorphism positively influence goal specificity, whereas they negatively affect goal difficulty. In addition, goal specificity increases users' MFA continuance usage intention, whereas goal difficulty decreases users' continuance usage intention. The findings of this study provide theoretical contributions for AI technology adoption research and offer practical strategies for firms to retain MFA users.
Originality/value
Based on goal-setting theory, this study reveals that as two primary AI features of contemporary mobile fitness apps, intelligence and anthropomorphism, can increase comprehension of users' perceptions regarding goal difficulty and specificity in the context of users' continuance usage intentions toward AI-powered MFAs.
Details
Keywords
The study aims to validate a mobile learning readiness scale through the technology readiness and acceptance model (TRAM), thereby assessing students' readiness to adopt…
Abstract
Purpose
The study aims to validate a mobile learning readiness scale through the technology readiness and acceptance model (TRAM), thereby assessing students' readiness to adopt m-learning in teaching and learning, including its acceptance.
Design/methodology/approach
A structured questionnaire was administered to open and distance learning (ODL) students in Odisha, India, to assess their readiness and acceptance of m-learning. 665 valid responses were collected, and collected data was analysed using statistical packages for social sciences (SPSS) and SmartPLS.
Findings
The findings of the study reveal that optimism contributes positively to perceived ease of use (PEOU) and perceived usefulness (PU) of m-learning (β = 7.921, p < 0.001; β = 2.123, p < 0.05), whereas innovativeness positively contributes to PEOU of m-learning (β = 2.227, p < 0.05), but not PU of m-learning. ODL student's optimism improves his/her PEOU and PU of m-learning, but innovativeness improves only his/her PEOU. Further, the impact of innovativeness is higher than that of optimism in the TRAM and innovativeness is the strong predictor to adopt m-learning. It also shows that the PU of m-learning positively influences behavioural intention to use m-learning (β = 4.757, p < 0.001). Integrating technology readiness (TR) with technology acceptance model (TAM) to predict students' acceptance of m-learning is very useful.
Practical implications
The paper will help decision-makers to adopt and use m-learning in higher educational institutions.
Originality/value
This paper is the first to explore the readiness and acceptance of m-learning in higher education in India.
Details
Keywords
Khalid Hussain, Asma Afzaal, Maha Khamis Al Balushi and Muhammad Junaid
The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however…
Abstract
Purpose
The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.
Design/methodology/approach
Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.
Findings
The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.
Practical implications
This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.
Originality/value
This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.
Details
Keywords
Sam Fernando, Kriengsak Panuwatwanich and David Thorpe
This research examined how Australian construction projects perform in the area of client-led innovation. The purpose of this paper is to test the influence of a set of enablers…
Abstract
Purpose
This research examined how Australian construction projects perform in the area of client-led innovation. The purpose of this paper is to test the influence of a set of enablers in promoting the innovative performance of construction projects and examine how Australian construction projects perform in relation to innovation.
Design/methodology/approach
A questionnaire was developed and distributed to over 300 construction industry practitioners to obtain perceptions of industry practitioners regarding client-led enablers to promoting innovation at the project level, with 131 valid responses received. The data from the survey were subjected to statistical analyses including mean comparisons, using the Mann–Whitney U-test and Kruskal Wallis Test.
Findings
This research identified a number of enablers that clients can employ in construction projects to enhance innovative performance. It also revealed that the innovative performance of construction projects in Australia appears to be above average, although the perceived level is not too high. The main finding of the research is that Australian clients could achieve higher outcomes from construction projects by promoting innovativeness in their projects, especially by promoting innovativeness in their own organizations and providing incentives/rewards and other support for innovative activities in projects.
Originality/value
Past research focusing on client-led enablers at the project level is limited. This research identified a number of enablers that clients can employ to achieve greater benefits from their projects through innovation.
Details
Keywords
Salman Khan, Safeer Ullah Khan, Ikram Ullah Khan, Sher Zaman Khan and Rafi Ullah Khan
This study aims to explore the consumers’ choices of mobile payments (m-payments) using a comprehensive unified model. The financial technology for digital m-payment has been…
Abstract
Purpose
This study aims to explore the consumers’ choices of mobile payments (m-payments) using a comprehensive unified model. The financial technology for digital m-payment has been increasingly introduced in the market, yet their acceptance has remained low.
Design/methodology/approach
This study uses the unified theory of acceptance and use of technology (UTAUT) with additional constructs of social influence, trust, anxiety, personal innovativeness and grievance redressal (GR). Structural equation modeling is used to evaluate the predictive model of attitudes toward m-payment. Individuals’ responses to questions regarding their attitude and intention to accept m-payment were gathered and examined through the lens of extended UTAUT model.
Findings
While the model supports TAM classical role, empirical examination of the model revealed that users’ attitudes and intentions are influenced by trust, personal innovativeness and social influence. Moreover, intention to use and GR are significant positive predictors of m-payment usage behavior.
Originality/value
M-payment provides customers with new digital payment platforms while providing businesses and marketing agents with more alternatives for online marketing. However, there is not much reported about m-payment adoption in Pakistan. This research introduces and evaluates new constructs that were not included in the original model. In Pakistan, to the best of the authors’ knowledge, this is a first of its kind of research which is purely based on the customers’ perspective of m-payment adoption.
Details
Keywords
Nina Krey, Stephanie Hui-Wen Chuah, T. Ramayah and Philipp A. Rauschnabel
The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the…
Abstract
Purpose
The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.
Design/methodology/approach
The model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users.
Findings
Results show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers’ attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value–attitude relationship, whereas personal innovativeness negatively moderates the functional value–attitude relationship.
Originality/value
Smartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users’ value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value–attitude link, thus contributing to the emerging literature on wearable technology.
Details
Keywords
Taejung Kim, Weisheng Chiu and Marcus Kin Fung Chow
The development of wearable technology has significantly changed the way people participate in physical activities. The purpose of this paper is to segment users of sports…
Abstract
Purpose
The development of wearable technology has significantly changed the way people participate in physical activities. The purpose of this paper is to segment users of sports wearable devices based on technology readiness (TR).
Design/methodology/approach
Participants comprised a convenience sample of 356 participants using sports wearable devices in South Korea. Cluster analysis was performed to identify clusters of sports wearable users based on their TR (i.e. motivating and inhibiting beliefs regarding technologies). Analysis of variance and post hoc Tukey’s test were used to determine whether there were significant differences among the clusters.
Findings
Clustering identified three groups of users of sports wearable devices: Explorers (high motivation, low inhibition), Laggards (low motivation, high inhibition) and Pioneers (high motivation, high inhibition). Each group demonstrated significant differences in TR (i.e. optimism, innovativeness, discomfort and insecurity). It also found that Laggards are more likely to be female and older users (i.e. over 40 years old).
Originality/value
This study explores characteristics of possible market segments and provides a better understanding of user profiles of sports wearable devices. These findings provide insightful implications for marketers of sports wearable devices, who can tailor marketing strategies to each segment. Designers of sports wearable devices can benefit from the user profiles and develop more appropriate products for users.
Details
Keywords
Sakhawat Ur Rehman Sahibzada Jawad, Sadaf Naushad, Seemab Yousaf and Zahid Yousaf
The purpose of this paper is to explore the impact of market orientation on firm performance of software houses and examine the mediating firm innovativeness in the relationship…
Abstract
Purpose
The purpose of this paper is to explore the impact of market orientation on firm performance of software houses and examine the mediating firm innovativeness in the relationship between market orientation and firm performance.
Design/methodology/approach
Data were collected from the employees of software houses located in two big cities of Pakistan. Mean, SD, correlation and regression analysis were conducted to check the relationship among variables.
Findings
Results show that the performance of software houses largely depends on firm innovativeness and market orientation.
Research limitations/implications
The authors recommend that further studies are required to test the propositions in longitudinal research design for achieving in-depth insights.
Practical implications
Software houses need to pay more attention toward market orientation and innovativeness.
Originality/value
It has been observed that software houses pay less attention toward market dynamics. This research discusses an implementation approach based on solid theoretical foundations to achieve the firm performance through market orientation and firm innovativeness.