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1 – 10 of over 4000Rodney Graeme Duffett and Mihlali Maraule
Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…
Abstract
Purpose
Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.
Design/methodology/approach
Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.
Findings
The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.
Practical implications
This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.
Originality/value
By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.
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Mohammed Anam Akhtar, Adel Sarea, Imran Khan, Khurram Ajaz Khan and Madhvendra Pratap Singh
Using an integrated theoretical model, this study aims to examine the moderating role of gamification in influencing intentions to use mobile payment applications in Bahrain.
Abstract
Purpose
Using an integrated theoretical model, this study aims to examine the moderating role of gamification in influencing intentions to use mobile payment applications in Bahrain.
Design/methodology/approach
The current examination happens to be the first approximation in the context of Bahrain wherein an extended TPB-based model integrating variables from TAM and UTAUT2 is used along with gamification and situational influence to examine the intentions to use m-payment applications.
Findings
The findings revealed that among the variates of the TPB, AT and PB significantly affect the intentions (IN) to use m-payment applications in Bahrain, but SN fails to affect intentions, similarly SI also fails to affect intentions thereby proving that the pandemic fails to drive the intention of the population under study toward using m-payment applications. However, when the application offers gamification (GM) features, SI significantly affects intentions through GM, thus experience along with situation drives intentions and this becomes the major theoretical contribution of the study.
Practical implications
This examination offers useful practical implications in the form of the findings revealing that GM affects intentions to use m-payment applications and that GM moderates the relationship between perceived risk (PR) and IN, as well as SI and IN, which can be used by the service providers to improve the user experience and achieve better acceptance of their application.
Originality/value
The novelty of the study lies in testing the integrated theoretical model in the context of a GCC nation, Bahrain.
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Shekhar Mondal and Abdulla Al-Towfiq Hasan
The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the…
Abstract
Purpose
The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.
Design/methodology/approach
Based on a review of the literature and collection of 401 useable valid responses, the study was conducted through structured questionnaires applying personal interview technique. The subsequent analysis was conducted through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3.
Findings
The study findings revealed that perceived usefulness, perceived ease of use and shopping habits during COVID-19 have a significant influence on post COVID-19 online grocery shopping intentions. Also, the study has uncovered that perceived usefulness and perceived ease of use significantly influence shopping habits during COVID-19 among customers. Furthermore, the current study has revealed that hopping habit during COVID-19 significantly mediates the relationship between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.
Practical implications
The study findings have provided practical suggestions of developing and improving technological platforms to attract new customers for online grocery shopping. Further, the study suggests that online grocery retailers should apply adjusted pricing strategies using coupons and discount offers.
Originality/value
This paper investigates factors and its impacts on online grocery shopping intentions in post COVID-19 context. Therefore, the study uncovers the factors that add value to understanding customers' post COVID-19 online grocery shopping intentions by integrating perceived usefulness, perceived ease of use and shopping habits during COVID-19.
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This study investigates the determinants influencing customers’ intentions of using the foodpanda mobile app during COVID-19 pandemic.
Abstract
Purpose
This study investigates the determinants influencing customers’ intentions of using the foodpanda mobile app during COVID-19 pandemic.
Design/methodology/approach
This study is based on review of the literature studies and 388 usable data collected from respondents having prior experiences in online food delivery (OFD) services in Dhaka city in Bangladesh. The subsequent data are analyzed through structural equation modeling using Smart PLS 3.3.3.
Findings
The findings show that perceived usefulness (PU), ease of use, convenience, attitude and fear of COVID-19 significantly impact intentions to use foodpanda mobile app (ITUFPMA) and attitude. Further, attitude partially mediates between PU, ease of use, convenience and ITUFPMA. Moreover, fear of COVID-19 moderates the strength of association between attitude and ITUFPMA.
Practical implications
The findings of the study may be useful to OFD service operators in formulating business strategies for improving customers’ foodpanda mobile app use intentions and coping with competitive business environment of sharing economy sector.
Originality/value
The study presents a unique case highlighting what are influencing customer intentions toward OFD services during COVID-19 context. The current study provides important insights for industry operators by integrating PU, ease of use, convenience, attitude and fear of COVID-19 in examining ITUFPMA during COVID-19 situation.
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Mijail Naranjo-Zolotov, Tiago Oliveira and Sven Casteleyn
The purpose of this paper is to investigate how citizens’ perception of empowerment can influence the intention to use and intention to recommend e-participation.
Abstract
Purpose
The purpose of this paper is to investigate how citizens’ perception of empowerment can influence the intention to use and intention to recommend e-participation.
Design/methodology/approach
A research model is evaluated using structural equation modelling. An online survey questionnaire was used to collect data from 210 users of e-participation.
Findings
The results show that psychological empowerment influences the intention to use and recommend e-participation. Performance expectancy and facilitating conditions were the strongest predictors of intention to use; effort expectancy and social influence had no significant effect on the prediction of intention to use e-participation.
Research limitations/implications
The use of psychological empowerment as a higher-order multidimensional construct is still insufficiently researched. Future research may explore the effect of each dimension of psychological empowerment in different scenarios of e-participation adoption. Caution is needed when generalising our findings towards the adoption of e-participation in different locations or with different participants.
Practical implications
The findings can help the local governments to design strategies for the promotion and diffusion of e-participation amongst the citizenry. Those strategies should focus on citizens’ perception of empowerment, thereby creating a positive attitude towards intention to use and recommend e-participation.
Originality/value
An innovative research model integrates the unified theory of acceptance, use of technology and psychological empowerment; the last as a higher-order construct.
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Jason Lim Chiu, Nelson C. Bool and Candy Lim Chiu
This paper aims to assess the direct effects of antecedents of initial trust, the mediating effect of trust and the moderating effect of demographic variables on non-adopters’…
Abstract
Purpose
This paper aims to assess the direct effects of antecedents of initial trust, the mediating effect of trust and the moderating effect of demographic variables on non-adopters’ behavioral intention to use mobile banking.
Design/methodology/approach
The study tested the models of theory of reasoned action and theory of planned behavior to evaluate potential antecedents of trust (diffusion of trust, infrastructure quality, perceived costs, privacy and security) moderators (demographic variables) and mediators (initial trust) that will influence behavioral intention to use mobile banking. The Hayes’ Process Macro developed by Andrew F. Hayes (2013) was used as a statistical analysis in SPSS to estimates the path coefficients using multiple regression. The tool provides insights on the direct and indirect effect of the independent variable on the dependent variable through the existence of moderating variables and mediation variables.
Findings
The results show that the non-adopters of mobile banking asserted that the antecedents of initial trust played a significant influence on behavioral intention to use online banking services.
Originality/value
There is a dearth of literature addressing mobile banking in the Philippines. The first initial trust formation in internet banking using computer workstations and laptops in the Philippines was conducted by Chiu et al. (2016). This research fills in the gap by expanding and formulating a deeper understanding of the antecedents of initial trust that influence consumer behavioral intention that might be responsible for the slow diffusion of mobile banking services in the country. The results from this study will help financial institutions create a beneficial connection with consumers while alleviating the fears of non-adopters and enhancing their understanding of the benefits of mobile banking.
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Milad Farzin, Marzieh Sadeghi, Fatemeh Yahyayi Kharkeshi, Hedyeh Ruholahpur and Majid Fattahi
The purpose of this study is to investigate important factors that help explain customer willingness to adopt mobile banking (M-banking). To this end, the unified theory of…
Abstract
Purpose
The purpose of this study is to investigate important factors that help explain customer willingness to adopt mobile banking (M-banking). To this end, the unified theory of acceptance and use of technology 2 (UTAUT2) was applied and to more accurately predict customer behavioral intentions, it was attempted to extend it.
Design/methodology/approach
The research data were collected from 396 customers of Iranian private banks who had the experience of using M-banking. The structural equation modeling technique was used to test the research hypotheses.
Findings
Findings suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, hedonic motivation, perceived value and trialability are endorsed as proponents of M-banking adoption intention. On the other hand, M-banking adoption intention has also had a significant positive effect on actual use behavior and word-of-mouth (WOM). WOM has also influenced actual use behavior and mediated the relationship between M-banking adoption intention and actual use behavior.
Research limitations/implications
The present study focuses on private banks, therefore, although it is sufficient, it is limited to private cases. This study contributes to the literature on M-banking services and actual use behavior. By appropriately focusing on M-banking adoption intention and the service quality provided, banks can strengthen their relationships with customers, thereby stimulating actual customer behavior such as actual use behavior and WOM.
Originality/value
From theoretical and managerial aspects, this study has particular value for the literature on M-services’ intention in general and banking in particular. The present study provides a conceptual framework for M-banking adoption intention, which could be used in M-banking services. In addition, this study sought to extend UTAUT2 and to examine the mediating role of WOM in actual use behavior motivation as well.
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The study applied the Unified Theory of Technology Acceptance and Use Theory 2 (UTAUT2) to predict blended learning acceptance by students in universities in Zimbabwe. Blended…
Abstract
Purpose
The study applied the Unified Theory of Technology Acceptance and Use Theory 2 (UTAUT2) to predict blended learning acceptance by students in universities in Zimbabwe. Blended learning is a heterogeneous mode of teaching and learning that combines face-to-face (F2F) and online modes. Owing to advances in technology, and recently, the advent of pandemics, such as COVID-19, the need for multimodal teaching approaches, such as blended learning, to enhance access to education in universities has become very important.
Design/methodology/approach
A quantitative approach that used a structured questionnaire for data collection from a sample of 432 postgraduate students was used. Data validation was done using confirmatory factor analysis (CFA). The structural equation modelling technique was used for data analysis.
Findings
Results showed that out of the seven factors of the UTAUT2, the factors such as performance expectancy, effort expectancy, social influences, facilitating conditions and hedonic motivation significantly and positively influenced the behavioural intentions of students in universities to accept blended learning. On the other hand, habit and price value did not significantly influence university students' behavioural intentions to accept the bended learning mode. It was further shown in the study that behavioural intentions significantly influenced the acceptance of blended learning by university students. In light of the above results, it was concluded that the UTAUT2 could be used to predict the acceptance of blended learning by university students.
Research limitations/implications
The main study limitation was that it was only carried out at universities that had information and communication technology (ICT) infrastructure challenges owing to the fact that the economic situation in Zimbabwe is depressed. Limited ICT infrastructure in the universities might have had some impact on the nature of behavioural intentions of students to accept blended learning as a learning mode. Further research could be carried out in countries with better economies that are able to fund ICT infrastructures of their universities and to establish whether the results of the current study could either be confirmed, disconfirmed or enriched.
Practical implications
The paper suggests that universities need to increase investment in ICT infrastructure as well as in capacitating students with the necessary ICT skills for the effective use of institutional ICT when learning using the blended learning mode. Without adequate and appropriate ICT infrastructure as well as necessary ICT skills, students may develop low motivation levels and negative attitudes towards blended learning, which may eventually may affect their acceptance of the learning mode.
Originality/value
There is no known study that has been conducted using the UTAUT2 to establish antecedents of behavioural intentions of students to accept blended learning in the context of Zimbabwean universities. This study therefore opens new ground on factors influencing the acceptance of blended learning in the context of Zimbabwean universities. Also, the results showed that habit and price value do not significantly contribute to the behavioural intentions of university students to accept blended learning, which is not consistent with findings of past studies. This inconsistency opens new opportunities for further studies on the conditions under which these two factors can be used to significantly contribute to the development of behavioural intentions of students to accept blended learning.
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Puneet Kaur, Amandeep Dhir, Shalini Talwar and Karminder Ghuman
The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application…
Abstract
Purpose
The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context.
Design/methodology/approach
An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling.
Findings
The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs.
Research limitations/implications
The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions.
Originality/value
It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.
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Md. Tanvir Alam Himel, Shahrin Ashraf, Tauhid Ahmed Bappy, Md Tanaz Abir, Md Khaled Morshed and Md. Nazmul Hossain
While the usage of mobile financial services (MFSs) is increasing rapidly in developing countries, research on users' attitudes and behavioral intention to adopt MFS is limited…
Abstract
Purpose
While the usage of mobile financial services (MFSs) is increasing rapidly in developing countries, research on users' attitudes and behavioral intention to adopt MFS is limited. Thus, this study aims to investigate customers' attitudes and intentions to adopt MFS from a Bangladeshi perspective.
Design/methodology/approach
A mixed research design was employed to conduct this study. Data of 196 respondents were analyzed using partial least squares (PLS) path modeling. For the quantitative part, data collection was conducted using non-probability sampling through a structured survey questionnaire. A focus group discussion with ten MFS users from divergent backgrounds was conducted to validate the quantitative findings.
Findings
This paper integrated both the technology acceptance model (TAM) and innovation resistance theory (IRT) to validate the results. The authors found that perceived usefulness (PU), perceived ease of use (PEOU) and perceived trust (PT) positively contribute to customers' attitudes toward MFS adoption. Besides, barriers to acceptance had unfavorable effects on users' attitudes and usage intentions. Furthermore, a focus group discussion revealed valuable insights on the constructs used in this study.
Practical implications
The study results have implications for both MFS providers and researchers. The outputs and recommendations presented in this paper will encourage the MFS practitioners to stimulate users' attitudes and behavioral intentions by ensuring useful, easy to use, credible and risk-free mobile payment platforms.
Originality/value
This is one of the very few studies in Bangladesh that have taken a contemporary and emerging research topic, providing theoretical, methodological and practical contributions regarding the determinants and consequences of attitude toward using MFSs.
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