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Article
Publication date: 12 September 2016

Sonia San-Martín, Jana Prodanova and Blanca López Catalán

This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make…

Abstract

Purpose

This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM.

Design/methodology/approach

This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research.

Findings

Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts.

Originality/value

This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 13 May 2019

Jana Prodanova, Anita Ciunova-Shuleska and Nikolina Palamidovska-Sterjadovska

The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption…

Abstract

Purpose

The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions.

Design/methodology/approach

A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model.

Findings

The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value.

Originality/value

This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans.

Details

Marketing Intelligence & Planning, vol. 37 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 13 July 2021

Jana Prodanova and Ljupco Kocarev

As part of the COVID-19 preventive measures that have entirely impacted individuals' lives worldwide, remote work has been indicated as one of the most challenging aspects…

Abstract

Purpose

As part of the COVID-19 preventive measures that have entirely impacted individuals' lives worldwide, remote work has been indicated as one of the most challenging aspects that have passed through great adaptation in the past months, highlighting the need for its better understanding. Following the fundamental theoretical frameworks of motivation, the authors argue that remote work tasks and the environment highly determine employees' productivity and satisfaction, which in turn influence their intention to continue working from home once the restrictions are relaxed.

Design/methodology/approach

Data from 363 remote work employees were collected, indicating their personal experiences of working from home during COVID-19 quarantine. The analyses were carried out using partial least squares–structural equation modelling (PLS-SEM) methodology, employing the SmartPLS3 software.

Findings

The results reveal the possibility for reconciliation and the adequate remote work's flow as motivating, and the interruptions and technology-related anxiety as interfering impacts, in the process of achieving functional home office. However, although employees might be productive, it is not a sufficient condition for them to show an intention to continue working remotely after the COVID-19 pandemic is over, contrary to their satisfaction, which is found crucial for their future intentions.

Originality/value

The theoretical and practical implications of this study suggest several avenues for productive management of the transition to remote work, especially when the need is imposed urgently and an adequate selection of the most indispensable aspects for constructive working from home must be rapidly reached.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

Content available
Article
Publication date: 3 November 2020

Dalia Abdelwahab, Nadia Jiménez, Sonia San-Martín and Jana Prodanova

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific…

Abstract

Purpose

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.

Design/methodology/approach

The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.

Findings

After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.

Originality/value

This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Propósito

Esta investigación tiene como objetivo abordar la disponibilidad de los consumidores etnocéntricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy específico-, mediante el análisis de la paradoja del (desfavorable) etnocentrismo regional versus la relación (favorable) entre el consumidor y la marca (es decir, la identificación, la confianza y el amor a la marca) en la decisión de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorías de la identidad social y la disonancia cognitiva, este estudio examina la relación del consumidor español con las marcas nacionales originales de Cataluña, considerando las circunstancias conflictivas actuales en la región.

Diseño/método

Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores españoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelación de ecuaciones estructurales y relaciones estructurales lineales.

Hallazgos

Después de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificación y la confianza como antecedentes del amor por la marca. También revela que el etnocentrismo tiene un impacto más profundo en la decisión de boicotear que el amor por la marca.

Originalidad/valor

Este estudio es uno de los pocos que captura la confusión creada por la naturaleza paradójica de la dualidad del origen de la marca. Además, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificación y la confianza) y explorar su impacto conjunto en la decisión de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser útiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reacción etnocéntrica de los consumidores hacia las marcas de origen dual.

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