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Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.

Previous studies highlighted a shortage of scale to measure digital citizenship among Indians. Accordingly, this study examined the psychometric properties of Jones and Mitchell’s (2016) digital citizenship scale in the Indian context with the help of two independent studies.

In the first study, the factorial validity of the scale was determined using the exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). In the second study, Cronbach’s alpha (CA) and composite reliability (CR) values checked the internal consistency reliability of the scale. Also, convergent, discriminant and criterion validity were examined.

EFA recommended a two-factor structure explaining 58.219% of the total variance. The item loadings varied from 0.540 to 0.793. The Indian version of the scale showed one variation. In the original digital citizenship scale, the seventh statement (“I like to present myself online as someone was making positive choices”) was part of factor 1 (online respect); however, this study suggested that the seventh statement should be included in factor 2 (online civic engagement). In the second study, the acceptable (>0.70) values of CA and CR concluded the internal consistency reliability of the scale. The convergent validity was suggested by average variance explained values (>0.50). In addition, as expected, the Indian version of the digital citizenship scale reported a statistically significant positive correlation with Internet self-efficacy and a considerable negative relationship with cyberbullying. These findings concluded the criterion validity of the scale.

The Indian version of the digital citizenship scale showed appreciable psychometric properties among Indian students.

This study aims to investigate the moderating role of sociodemographic factors, specifically age and education level, in the knowledge-attitude-behavior (KAB) model concerning information security awareness (ISA) amid growing technological threats.

This study uses a survey methodology, collecting data from 400 working individuals in Vietnam, to test the applicability of the KAB model and evaluate the moderating effects of age and education on the model’s established relationships. In addition, the theoretical model and hypotheses were evaluated using the partial least squares structural equation model (PLS-SEM) approach.

This research confirms the relationships posited in the KAB model. Notably, it shows that younger employees showcase a more positive attitude and behavior toward information security compared with their older counterparts. In addition, higher education levels strengthen the positive association between information security knowledge and attitude. The findings underscore the imperative for organizations to consider sociodemographic variables when formulating strategies to enhance ISA.

This study extends the KAB model by exploring the impact of sociodemographic factors, focusing on age and education in ISA. Overcoming the oversight in current literature, particularly in the context of technological threats, the research uses PLS-SEM and targets a specific demographic in Vietnam.

This study aims to study the factors that drive non-users of digital banking services rendered by Islamic banks in Malaysia towards their adoption of digital services in the banking 4.0 era using the innovation diffusion theory (IDT), also known as the diffusion theory of innovation (DOI).

IDT theory and literature on intention to adopt digital bank services were reviewed in a bid to contribute to the factors that drive non-users to adopt digital banking.

The review suggests that the adoption of digital banking is determined not only by perceived relative advantage, and perceived compatibility but also by additional factors in IDT theory, which are technology self-efficacy and perceived expected benefits. On the contrary, perceived complexity does not turn out to be a factor of digital banking adoption.

Considering this paper in terms of the limited scope of the theory rendered and the context, it should be given proper attention when interpreting future outcomes when further investigations are brought into play in terms of population and sampling method.

This paper serves as a guide to ensure the better planning of non-users’ adoption factors related to Islamic bank customers in both theory and practice.

DOI is extended in the context of digital banking, as evidenced by empirical results, and literature shows that IDT integrated with the technology self-efficacy model is yet to be proposed in the digital banking adoption by Islamic bank customers. Additionally, variables, namely, perceived expected benefits and technology self-efficacy, are proposed in IDT’s existing model. Current findings will therefore serve as a relevant reference for digital technology specialists, policymakers, Islamic banks’ IT managers, academicians and future researchers.

The purpose of this empirical study is to enable a better understanding of the construct sustainability-oriented entrepreneurial intentions (SEI) and thereby promote sustainable entrepreneurship. It aims to examine the significance of work values (extrinsic rewards, intrinsic rewards and job security) as antecedents of SEI and to test the mediating effect of three constructs derived from the theory of planned behaviour – attitude towards sustainability, perceived entrepreneurial desirability and perceived entrepreneurial feasibility on the relationships between work values and SEI.

Confirmatory factor analysis and exploratory factor analysis were performed using analysis of moment structures v27 and statistical package for social science v28 on data obtained from the survey of young individuals of India. The respondents were students enrolled in higher education programmes.

All the identified antecedents (extrinsic rewards, intrinsic rewards, job security and theory of planned behaviour constructs) were found to be statistically significant. The partial mediating effect of the theory of planned behaviour constructs was also reported.

This empirical work leads to the theoretical advancement of the emerging construct, SEI, by presenting evidence of the significant individual-level antecedents of the construct. The results lead to recommendations for policymakers and educators to design strategies to strengthen SEI, thereby expanding the adoption of sustainable entrepreneurship.

Job characteristics can potentially influence employees’ attitudes and behaviors. However, their impact on employees’ innovative behaviors, particularly in public sector organizations, has received little scholarly attention. Based on relational job design theory and the broaden-and-build theory of positive emotions, this study aims to examine the effect of job contact on public sector employees’ innovative work behavior through the mediator of happiness at work. It also assesses whether prosocial motivation strengthens the influence of job contact on innovative work behavior (via happiness at work).

The model was examined on a sample of 180 employee-supervisor dyads (90 supervisors and 180 employees) recruited from various government departments in the United Arab Emirates.

The findings support the proposed moderated mediation model in which job contact positively and significantly impacts innovative work behavior. The association between job contact and innovative behavior via happiness at work is found to be stronger for employees who are highly prosocially motivated.

The findings offer prescriptive insights into public sector employee happiness and prosocial motivation by illustrating when and how job contact influences innovative work behavior. The authors also present relevant managerial recommendations for promoting public sector employees’ innovative behavior.

Starting from intention–behaviour models and building upon the growing evidence that aggregated internet search query data represent a good proxy of human interests and intentions. The purpose of this study is to demonstrate that the internet search traffic information related to the selected key terms associated with establishing new businesses, reflects well the dynamics of entrepreneurial activity in a country and can be used for predicting entrepreneurial activity at the national level.

Theoretical framework is based on intention–behaviour models and supported by the knowledge spillover theory of entrepreneurship. Monthly data on new business registration from 2018 to 2021 is derived from the open database of the Russian Federal Tax Service. Terms of internet search interest are identified through interviews with the recent founders of new businesses, whereas the internet search query statistics on the identified terms are obtained from Google Trends and Yandex Wordstat.

The results suggest that aggregated data about web searches related to opening a new business in a country is positively correlated with the dynamics of entrepreneurial activity in the country and, as such, may be useful for predicting the level of that activity.

The results may serve as a starting point for a new approach to measure, monitor and predict entrepreneurial activities in a country and can help in better addressing policymaking issues related to entrepreneurship.

To the best of the authors’ knowledge, this study is original in its approach and results. Building on intention–behaviour models, this study outlines, to the best of the authors’ knowledge, the first usage of big data for analysing the intention–behaviour relationship in entrepreneurship. This study also contributes to the ongoing debate about the value of big data for entrepreneurship research by proposing and demonstrating the credibility of internet search query data as a novel source of quality data in analysing and predicting a country’s entrepreneurial activity.

The escalating levels of greenhouse gas emissions have become a growing global concern, with household energy consumption emerging as a significant contributor. To develop effective public policies, it is crucial to understand the energy-saving behavior of households. This study delves into the determinants of energy-saving practices in a developing country.

The authors chose a multivariate probit model, as it allowed to look after possible correlations among seven energy-saving practices within households.

The findings underscore the significant influence of sociodemographic variables, such as gender, civil status, income and education, on energy-saving practices. Furthermore, the authors discovered that households where the head actively volunteers in social organizations are more likely to adopt energy-saving behaviors. Additionally, internet access positively contributes to pro-environmental behavior. This research reveals that certain energy-saving practices are interconnected, acting as complements or substitutes.

Recommendations for public policy include prioritizing education in rural areas to boost energy-saving practices, improving internet access in nonurban regions and promoting citizen involvement in social organizations to enhance environmental awareness and encourage energy-saving behavior. The authors contribute to literature evidencing that certain energy-saving practices are not independent of each other, they are rather complementary and, in some cases, substitutes.

Recommendations for public policy include prioritizing education in rural areas to boost energy-saving practices, improving Internet access in nonurban regions and promoting citizen involvement in social organizations to enhance environmental awareness and encourage energy-saving behavior.

Previous studies have overlooked these interdependencies, highlighting the necessity of a system of equations to yield more efficient estimates by considering correlations between error terms.

Stewardship behavior is an important embodiment of the spirit of employee ownership, which is critical to the sustainability of companies, especially under the influence of the COVID-19 epidemic. Most previous studies have focused on how to motivate employees’ stewardship behavior, but little is known about how stewardship behavior affects employees themselves. The purpose of this study is to explore how employee stewardship behavior affects their work-family interface based on the conservation of resources (COR) theory.

In this study, structural equation modeling was conducted using two-wave survey data from 323 employees through three internet companies in Southern China.

Results reveal that engaging in stewardship behavior is positively correlated with both positive emotion and emotional exhaustion. Positive emotion and emotional exhaustion, in turn, mediate the effects of stewardship behavior on work–home interface. Family motivation influences the strength of the relationships between positive emotion or emotional exhaustion and work–family interface, that is, high family motivation strengthens the positive association between positive emotion and work–family enrichment and weakens the positive association between emotional exhaustion and work–family conflict.

This study suggests that managers should give employees more support and care to ease the worries of engaging in stewardship behavior. Also, organizations should recruit employees with high family motivation, which can reduce the negative effects of stewardship behavior on work–-family interface.

Based on an actor’s perspective, this study examines both the positive and negative effects of stewardship behavior on employees themselves, thereby increasing understanding of the dual effect of stewardship behavior. In addition, this study further elucidates the mechanisms that moderate the positive and negative effects of individual family motivation on their engagement in stewardship behavior within the COR theory.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.