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1 – 10 of over 9000Guang Zhu, Fengjing Li, Yi Yan and Hustin Guenis
The collection and use of personal medical information for mobile health (mHealth) service raise significant privacy concerns. In this context, this study aims to explore the…
Abstract
Purpose
The collection and use of personal medical information for mobile health (mHealth) service raise significant privacy concerns. In this context, this study aims to explore the privacy paradox and its impact from the perspective of paradox resolution.
Design/methodology/approach
Based on social support theory and privacy calculus theory, this study first studies the effect of social support on perceived benefits, and explores the moderating effect of perceived health status on the privacy trade-off process. Secondly, the study examines the path of “privacy concerns – disclosure intention – disclosure behavior” to verify the existence of the privacy paradox. Following this, based on rational choice theory, the rationality degree is introduced as a moderating variable to investigate both its impact on the central route and the strength of this impact on the privacy paradox.
Findings
Empirical results show that informational support and emotional support influence perceived benefits significantly. Perceived benefits significantly influence privacy concerns, and perceived health status has a significant positive moderating effect. The authors further find that there is a privacy paradox within the mHealth context, and the privacy paradox is moderated negatively by rationality degree. The findings indicate that the impact strength of the privacy paradox will decrease with increases in rationality degree.
Research limitations/implications
The findings indicate that it is crucial to evaluate the privacy paradox and its impact from the perspective of paradox resolution.
Originality/value
This study offers a complete comprehension of the privacy paradox in mHealth and provides several valuable recommendations for enhancing both mHealth services and privacy controls.
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Kamalah Saadah and Doddy Setiawan
This study aims to explore the factors that determine the perceived benefits and the perceived risks of financial technology (fintech) and to evaluate the influence of perceived…
Abstract
Purpose
This study aims to explore the factors that determine the perceived benefits and the perceived risks of financial technology (fintech) and to evaluate the influence of perceived benefits, perceived risks and small and medium-sized enterprises’ (SMEs') trust to continue using fintech.
Design/methodology/approach
This study involves SMEs in Indonesia. Non-probability with a convenience sampling technique was used in this study.
Findings
Convenience and economic benefits can explain the perceived benefits. Operational risk is stated as a risk factor felt by the respondents. Furthermore, the perceived benefits have a positive effect and the perceived risks show a negative effect on trust. At the same time, the individuals’ intention to continue using fintech is determined by trust.
Research limitations/implications
Based on the theory of reasoned action (TRA), various benefits and risks of using fintech are used to build the construction of perceived benefits and perceived risk in building trust that will determine decision to continue using fintech.
Practical implications
This research can provide advice to managers to develop efficient payment systems, lower payment fee and error-free transactions. In addition, the fintech management needs to understand the risks related to operational risks that are a challenge for the users to decide to use fintech so that a reliable mechanism for using fintech can be developed. Furthermore, it will be useful for fintech developing companies as a reference in knowing the factors that influence users in continuing to use fintech, this allows fintech developing companies in Indonesia will be even more developed and accelerate the achievement of the Sustainable Development Goals.
Originality/value
To the best of the authors’ knowledge, research on the factors that affect the trust of SMEs in adopting fintech has not been conducted. This study can be advantageous for fintech service companies and organizers in developing fintech strategies in terms of users who are involved in SMEs which is the population in Indonesia is enormous and has a significant role in the development of the country.
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Quan Xie and Sidharth Muralidharan
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…
Abstract
Purpose
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.
Design/methodology/approach
We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.
Findings
NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.
Originality/value
This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.
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Heetae Yang, Yeram Cho and Sang-Yeal Han
This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social…
Abstract
Purpose
This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social benefits and trust.
Design/methodology/approach
The authors propose a new research model based on social exchange theory (SET) and examine the impact of cost and reward factors. Using 327 survey samples collected from current Metaverse users in South Korea, dual-stage analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) and an artificial neural network (ANN) were employed to test the study’s hypotheses.
Findings
The results showed that perceived social benefit and trust had significant mediating effects on marketing outcomes, such as loyalty to the seller, product/service attitude, and purchase intention. All antecedents, except perceived performance risk, had a crucial impact on the two mediators. The most interesting finding of this study is the positive influence of knowledge-seeking efforts on perceived social benefits.
Originality/value
This study is the first empirical research to examine the effectiveness of marketing in the Metaverse. It also proposes a new theoretical model based on SET to investigate users’ behavioral intentions regarding marketing in the Metaverse, and confirms its explanatory power. Moreover, the results of this study also offer suggestions to brands on how to market to consumers in the Metaverse.
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Gaopeng Zhang, Linfan Wang and Hu Meng
Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing…
Abstract
Purpose
Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.
Design/methodology/approach
The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.
Findings
The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.
Originality/value
The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.
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Vijay Amrit Raj, Sahil Singh Jasrotia and Siddharth Shankar Rai
Perceived risk and benefits have been proposed as crucial elements in consumers’ technology adoption intention. Therefore, this study aims to use the Unified Theory of Acceptance…
Abstract
Purpose
Perceived risk and benefits have been proposed as crucial elements in consumers’ technology adoption intention. Therefore, this study aims to use the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, with perceived risks and benefits, to explore how they affect consumers’ Buy-Now-Pay-Later (BNPL) behavioural intention.
Design/methodology/approach
An online survey was conducted among 537 users of BNPL. Partial least square structural equation modelling analysis was performed to examine the hypothesized relationships.
Findings
The study found that perceived benefits, performance expectancy, effort expectancy, habit and social influence increase consumers’ behavioural intention towards BNPL. In contrast, perceived risk reduces the consumer’s intention to use. Additionally, the study revealed that consumers’ intention towards BNPL services positively affects their usage.
Practical implications
The lack of information makes consumers hesitant to use BNPL. Therefore, marketers should optimize facilitating conditions, such as user-friendly interfaces, accessible resources and efficient customer support, which should be the business strategy of BNPL service providers to ensure a seamless user experience.
Originality/value
The research empirically investigates the effect of perceived benefits on consumer behavioural intention. This contribution is crucial because while there was speculation about benefits as a driving force to consumers’ adoption intention, there was a lack of sufficient empirical evidence to support it.
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Sandeep Puri, Shweta Pandey and Deepak Chawla
This paper aims to explore factors impacting wearable fitness tracking (WFT) device continued usage intention from perspectives of technology attributes (autonomy benefits)…
Abstract
Purpose
This paper aims to explore factors impacting wearable fitness tracking (WFT) device continued usage intention from perspectives of technology attributes (autonomy benefits), health attributes (self-health management benefits, diet-control benefits and health self-efficacy), and consumer attributes (age, gender, technological innovativeness, symbolic benefits, social benefits and hedonic benefits).
Design/methodology/approach
The study integrates constructs from the technology acceptance theories and the health promotion model to develop the research model and hypothesis. The empirical analysis was conducted using data from 217 respondents from India. Logistic regression was used to identify factors that discriminate between groups with low and high continued usage intentions.
Findings
Results indicate higher continued usage intention for WFT devices is driven by perceived benefits-health, autonomy, social and hedonic, and individual characteristics-technological innovativeness and perceived health self-efficacy. Further, perceived symbolic benefits, diet control benefits, age, and gender does not discriminate between the groups with low and high continued usage intentions.
Research limitations/implications
The results may be limited to the context of the sample and the factors considered. The study suggests future research areas.
Practical implications
The paper offers insights for marketers, governments, insurance firms, and related healthcare services on promoting higher usage of WFT devices to yield dual benefits of preventive healthcare and higher profitability.
Originality/value
The study extends existing research by examining factors across consumer, health, and technological domains in a single framework and adds to the limited research in the context of usage of WFT devices in developing countries.
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Karrar Khalaf Jabbar Allami, Faozi A. Almaqtari, Hamood Mohammed Al-Hattami and Ritu Sapra
This study aims to investigate the factors associated with the intention to use information technology in audit (ITIA) in Iraq.
Abstract
Purpose
This study aims to investigate the factors associated with the intention to use information technology in audit (ITIA) in Iraq.
Design/methodology/approach
The study uses a quantitative approach based on a questionnaire survey of 186 respondents. The study population includes respondents who are board members, senior executives, internal auditors and information technology (IT) assistants in various Iraqi organizations from different sectors. Structural equation modeling has been used to estimate the results.
Findings
The findings exhibit that most auditors in Iraq use basic IT software. However, among several specialized and advanced IT audit software packages, only generalized audit software is used by about 20%. The results also indicate that social factors significantly and positively impact auditors’ and practitioners’ perceptions of ITIA use. Moreover, the results reveal that companies and auditors who use or audit complex accounting systems perceive higher benefits and intent to adopt ITIA. However, the results report that organizational support, professional support, competency and IT education have an insignificant effect on ITIA adoption.
Originality/value
The originality of the present research lies in several aspects. First, the research study focuses specifically on Iraq, which is an emerging and less developed country influenced by social and economic. This research context provides a unique perspective and contributes to the understanding of ITIA adoption in less developed countries. The study investigates how external factors, including social and external pressure and the support of government professional bodies, affect the adoption of ITIA. Further, it assesses the influence of firms’ specific factors such as management support, level of competency and complexity of accounting information systems. Second, the study uses a quantitative approach with a questionnaire survey from various Iraqi organizations and sectors. The specific sample composition adds originality by capturing insights from different levels of organizational hierarchy and diverse professional backgrounds. Third, the findings shed light on the current IT usage in auditing practices in Iraq, highlighting that most auditors use basic IT software and the limited adoption of specialized IT audit software packages. Finally, the study’s originality is also reflected in its contribution to expanding knowledge on the perceived benefits and challenges associated with ITIA adoption in less developed countries. By emphasizing the need for broader awareness of emerging technology-enabled auditing software and considering the unique characteristics of less developed countries, the research provides valuable insights and implications for practitioners, policymakers and researchers.
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Ramesh Sattu, Simanchala Das and Lalatendu Kesari Jena
The purpose of our study was two-fold: (1) to examine the effect of perceived value derived from perceived benefits and sacrifices in the adoption of artificial intelligence (AI…
Abstract
Purpose
The purpose of our study was two-fold: (1) to examine the effect of perceived value derived from perceived benefits and sacrifices in the adoption of artificial intelligence (AI) in talent acquisition and (2) to investigate the moderating role of human resource (HR) readiness in the association between perceived value and AI adoption intention.
Design/methodology/approach
A structured questionnaire was administered to 198 talent acquisition executives and HR professionals of Indian IT companies based on a purposive sampling technique. Partial least squares structural equation modeling (PLS-SEM) was used on the Smart PLS 2.0 platform to analyse the data and test the model.
Findings
Results revealed that perceived benefits and sacrifices significantly predict perceived value which significantly affects the HR professional’s AI adoption intention. The study further found that HR readiness moderates the link between perceived value and the intention of HR professionals to adopt AI in the talent acquisition process in the Indian IT industry.
Practical implications
IT companies are advised to continuously monitor and evaluate the performance of AI tools to ensure that they are meeting the recruitment process needs to leverage AI’s benefits in talent acquisition. This study seeks to provide the impetus for a planned AI adoption in talent acquisition.
Originality/value
This research provides ample evidence for the existing technology adoption theories. It explored the predictors of adoption by validating the value-based adoption model in the Indian context. It provides valuable insights into the practice of acquiring talents in the IT sector using artificial intelligence.
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Jing Zhang, Linghua Zhang and Bei Ma
This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online…
Abstract
Purpose
This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online interaction–customer loyalty relationship is mediated by three kinds of perceived benefits (functional, social-hedonic and safety).
Design/methodology/approach
This study empirically examines research hypotheses based on a questionnaire survey of 428 DiDi consumers.
Findings
The results reveal that transactional interactions significantly enhance customer loyalty among DiDi users via the partial mediating effects of customers' perceived functional, social-hedonic and safety benefits. By contrast, interpersonal interactions do not directly influence customer loyalty, and only social-hedonic benefits fully mediate the positive influence of interpersonal interactions on loyalty.
Originality/value
This study contributes to the theoretical development of interactive marketing management by examining how two types of online social interactions contribute to customer loyalty on sharing economy platforms by influencing the perception of benefits. It also provides useful managerial insights to help ride-sharing platforms design online social interaction functions that improve customer perceptions and loyalty.
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