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Article
Publication date: 8 August 2023

Jie Gao Fowler, Amy Watson, Sandipan Sen and Nilanjana Sinha

The purpose of this paper is to explore and expand the concept of a marketing system for developing a more dynamic and nuanced understanding of marketing. The purpose of the…

Abstract

Purpose

The purpose of this paper is to explore and expand the concept of a marketing system for developing a more dynamic and nuanced understanding of marketing. The purpose of the proposed framework is to extend this literature by making salient and explicit how context, market system and value creation are theoretically interrelated. To accomplish this objective, the authors use the framework proposed by Layton (2019) as the theoretical foundation to acquire insights into the market. Particularly, they investigate how four distinct marketing systems (i.e. anarchy, structured, emergent and purposeful market systems) operate in a developing economy. In addition, the study explores the market's effects of technological advancement, sociocultural influences, historical background and political institutions, as well as the responses of political entities, firms and consumers. Also, the positive and negative effects of the various marketing systems are analyzed. Finally, the authors investigate the changing marketplace in various industrial sectors (e.g. home appliances, food, apparel/fashion and transportation) to provide marketing researchers and practitioners with insights. In essence, the study focuses on the sectors related to everyday consumption.

Design/methodology/approach

This analysis uses a theoretical approach to extend the understanding concept of marketing. To examine the numerous market systems in India, the authors use an approach developed by Layton (2007). This theoretical approach is intended to sensitize scholars to critical processes rather than a hypothetico-deductive analysis with a prediction goal (Turner, 1986). Epistemologically, this analysis can be classified as a form of discovery-oriented theory development (Wells, 1993).

Findings

Although all four systems (e.g. autarchic, emergent, purposeful and structured) are ingrained in India, their functionality differs from the Western system and among industries. For example, the apparel sector appears more autarchic, but the food industry is more purposeful. How the home appliance market operates demonstrates the transition from an autarchic to an emergent system. The authors also uncover additional environmental factors that impact the four types of marketing systems and moderator roles of governate agencies and nonprofit organizations. The externality and positive outcomes also emerged throughout the analysis.

Research limitations/implications

This study articulates the four types of marketing systems and illustrates the environmental factors/antecedents and outcomes for the exchange and value creation. Most importantly, it adds value to the literature by emphasizing the role of government agencies and unrestricted institutions in the mechanism. It also uncovers cultural elements such as spirituality as a catalyst for exchange and value creation.

Practical implications

The analysis provides practitioners with insights into operating the firm in India by articulating the industrial differentiations and the exchange/value creation. Specifically, it provides a blueprint for strategic analysis that can be used prior to market entry to increase the likelihood of market entry success by understanding the nuanced differences that lead to significant operational difficulties if not properly prepared for and managed.

Originality/value

This study adds to our existing knowledge of marketing from a systemic standpoint. It also broadens and explicates marketing system theory by assessing the uniqueness of developing markets.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 2 October 2023

Anurag Singh, Ashok Kumar Patel, Shefali Jaiswal, Punita Duhan and Vinod Kumar Singh

This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the…

Abstract

Purpose

This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the moderation of ecologically conscious consumer behavior (ECCB) on the multiplicative effect of brand awareness (BAw), brand association (BA) and perceived quality (PQ) in influencing the BI.

Design/methodology/approach

Responses from 393 Indian ridesharing users were collected using judgmental sampling and were analyzed using Hayes Process macro.

Findings

The study found a direct relationship between BAw and BI, BAw and BA, BAw and PQ, BA and PQ, PQ and BI, and BA and BI. Findings revealed mediation of BA in BAw and BI relationship and PQ in BAw and BI relationship. Results revealed that BA and PQ serially mediate BAw and BI relationship. ECCB moderates PQ and BI relationship but not BAw and BI relationship.

Research limitations/implications

Serial mediation and moderated-mediation results draw various theoretical implications for determinants of Aaker's Brand Equity model and ECCB.

Practical implications

The research has several implications for managers in view of brand equity determinants and ECCB. The study also contributes to policy implications.

Originality/value

Study's novel contributions are mediation, serial mediation between brand equity determinants, and moderation of ECCB between BAw and BI for ridesharing.

Details

Management of Environmental Quality: An International Journal, vol. 35 no. 1
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 31 October 2023

Shailesh Pandita, Hari Govind Mishra and Aasif Ali Bhat

The sharing economy is changing the way people use products and services, and the success of sharing-based apps like bicycle and automobile sharing has drawn a lot of interest…

Abstract

Purpose

The sharing economy is changing the way people use products and services, and the success of sharing-based apps like bicycle and automobile sharing has drawn a lot of interest across the world. The purpose of this research is to investigate the factors affecting the consumer's adoption of ride-sharing services.

Design/methodology/approach

With this aim, the current study integrates the Technology Acceptance Model (TAM) and Expectancy Confirmation Model (ECM) with a further extension of consumer trust and social norms. Using a survey-based research design, data were collected from 558 respondents using multi-stage convenience sampling on 5 point Likert scale. Confirmatory factor analysis is conducted followed by structural equation modelling using IBM AMOS-22.

Findings

The findings of the study report crucial determinants for the consumer's continuance intention and actual use of these services. Perceived usefulness, consumer satisfaction, trust and subjective norms were found positively associated with the continuous intention to use ride-sharing services, whereas perceived ease of use was found to be insignificant. This study also highlights antecedents for the consumer's trust towards these services and found reputation, propensity to trust as a significant contributor whereas structural assurance was found insignificant to establish the trust among the users.

Originality/value

The research on consumer adoption towards ride-sharing services are meagre and this study adds the value to the field by integrating TAM and ECM model with further extension of consumer trust and social norms and empirically test the proposed model.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 22 September 2023

Bhawesh Sah and Rohit Titiyal

Companies are adopting innovative methods for responsiveness and efficiency in the public transport sector. The implementation of air-taxi services (ATS) in the transport sector…

Abstract

Purpose

Companies are adopting innovative methods for responsiveness and efficiency in the public transport sector. The implementation of air-taxi services (ATS) in the transport sector is a move in this direction. Air taxis have a two-pronged advantage as they can reduce travel times by avoiding traffic congestion and have the potential to reduce carbon footprint compared to traditional modes of public transportation. Many companies worldwide are developing and testing ATS for practical applications. However, many factors may play a significant role in adopting ATS in the transport sector. This paper attempts to unearth such critical success factors (CSFs) and establish the interrelationships between these factors.

Design/methodology/approach

Fifteen CSFs were identified by systematically reviewing the literature and taking experts' input. An integrated multi-criteria decision-making (MCDM) technique, Decision-Making Trial and Evaluation Laboratory-Analytic Network Process (DEMATEL-ANP [DANP]) was used to envisage the causal relationships between the identified CSF.

Findings

The results reveal that Govt Regulations (GOR), Skilled Workforce (SKF) and Conductive Research Environment (CRE) are the most influential factors that impact the adoption of ATS in the transport sector.

Practical implications

The research implications of these findings will help practitioners and policymakers effectively implement ATS in the public transportation sector.

Originality/value

This is the first kind of study that identifies and explores the different CSFs for ATS implementation in public transportation. The CSFs are evaluated with the help of a framework built with inputs from logistics experts. The study recognizes the CSFs for ATS implementation and provides a foundation for future research and smooth adoption of ATS.

Details

International Journal of Productivity and Performance Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-0401

Keywords

Article
Publication date: 4 April 2023

Yavuz Idug, Suman Niranjan, Ila Manuj, David Gligor and Jeffrey Ogden

The proliferation of ride-hailing businesses brings significant considerations for improving the driver's operational performance. Informed by the literature on sharing economy…

Abstract

Purpose

The proliferation of ride-hailing businesses brings significant considerations for improving the driver's operational performance. Informed by the literature on sharing economy, general deterrence theory and protection motivation theory this research investigates the behavioral factors impacting ride-hailing drivers' operational performance.

Design/methodology/approach

The authors empirically test the antecedents impacting a ride-hailing driver's operational performance using an online survey dataset comprising 513 ride-hailing drivers working for Uber and Lyft in the United States.

Findings

Ride-hailing drivers' intention to comply with the ride-hailing company guidelines results in better operational performance for the driver. Moreover, drivers believe that ride-hailing companies have effective penalties to deter drivers from violating company guidelines. However, drivers also believe that the chances of being caught while ignoring the company guidelines are low.

Practical implications

The results of this research support the decision-making processes of ride-hailing company managers and offer insights on how managers can enhance the operational performance of their drivers.

Originality/value

This study provides unique contributions to emerging research at the intersection of peer-to-peer asset sharing, behavioral studies and technology management. This research is one of the first to explore the role of behavioral factors such as coping mechanisms on the operational performance of sharing economy workers.

Details

International Journal of Operations & Production Management, vol. 43 no. 12
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 19 September 2023

Yanping Guo, Bingqing Xiong, Yongqiang Sun, Eric Tze Kuan Lim and Chee-Wee Tan

Peer-to-Peer Accommodation Service (P2PAS) has emerged as a novel paradigm that enables consumers to book temporary accommodation through P2PAS platforms (online transaction), and…

Abstract

Purpose

Peer-to-Peer Accommodation Service (P2PAS) has emerged as a novel paradigm that enables consumers to book temporary accommodation through P2PAS platforms (online transaction), and then reside in hosts' rooms (offline consumption). Due to potential variance in performance and conflict of interest between hosts and platforms, consumers may differ in their trust perceptions of the two parties, which in turn affects consumers' continuous usage of P2PAS. To this end, the authors endeavor to unravel the effect of consumers' trust incongruence on continuance intention, and to further elucidate the moderating influence of transaction and consumption risks on this relationship. This paper aims to discuss the aforementioned objectives.

Design/methodology/approach

This study collected data through an online survey of 408 P2PAS consumers. Polynomial modeling and response surface analysis were conducted to validate the hypothesized relationships.

Findings

Response surface analysis reveals that trust incongruence did not significantly affect consumers' continuance intention. However, continuance intention would be greater when TP was higher than TH compared with when TH was higher than TP. Furthermore, the analytical results suggest that trust incongruence exerts greater negative effect on continuance intention when transaction and consumption risks were high.

Originality/value

First, the study marks a paradigm shift in conceptualizing the incongruence between TP and TH as a determinant of consumers' continuance intention toward P2PAS. Second, the authors derive a typology of risks that is contextualized to P2PAS. Finally, the authors establish transaction and consumption risks as boundary conditions influencing the effects of trust incongruence on consumers' continuance intention toward P2PAS.

Details

Industrial Management & Data Systems, vol. 123 no. 11
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 21 February 2024

Jiang Jiang, Eldon Y. Li and Li Tang

Trust plays a crucial role in overcoming uncertainty and reducing risks. Uncovering the trust mechanism in the sharing economy may enable sharing platforms to design more…

Abstract

Purpose

Trust plays a crucial role in overcoming uncertainty and reducing risks. Uncovering the trust mechanism in the sharing economy may enable sharing platforms to design more effective marketing strategies. However, existing studies have inconsistent conclusions on the trust mechanism in the sharing economy. Therefore, this study aims to investigate the antecedents and consequences of different dimensions of trust (trust in platform and trust in peers) in the sharing economy.

Design/methodology/approach

First, we conducted a meta-analysis of 57 related articles. We tested 13 antecedents of trust in platform (e.g. economic benefits, enjoyment, and information quality) and eight antecedents of trust in peers (e.g. offline service quality and providers’ reputation), as well as their consequences. Then, we conducted subgroup analyses to test the moderating effects of economic development level (Developed vs Developing), gender (Female-dominant vs Male-dominant), platform type (Accommodation vs Transportation), role type (Obtainers vs Providers), and uncertainty avoidance (Strong vs Weak).

Findings

The results confirm that all antecedents and consequences significantly affect trust in platform or peers to varying degrees. Moreover, trust in platform greatly enhances trust in peers. Besides, the results of the moderating effect analyses demonstrate the variability of antecedents and consequences of trust under different subgroups.

Originality/value

This paper provides a clear and holistic view of the trust mechanism in the sharing economy from an object-based trust perspective. The findings may offer insights into trust-building in the sharing economy.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 June 2023

Di Xu, Ganxiang Huang, Wei Zhang and Wangtu Xu

Identifying the complementary effects of ride-sharing on public transit is critical to understanding the potential value of growing partnerships between public transit agencies…

Abstract

Purpose

Identifying the complementary effects of ride-sharing on public transit is critical to understanding the potential value of growing partnerships between public transit agencies and ride-sharing platforms. The purpose of this paper is to investigate whether and how ride-sharing services complement public transit.

Design/methodology/approach

Taking advantage of a natural experiment whereby subway Line 2 opened after the entry of ride-sharing services in Xiamen, this study uses a difference-in-differences approach to identify the complementary effects of ride-sharing on public transit based on a proprietary fine-grained trip-level data set from a large ride-sharing platform.

Findings

This study obtained the encouraging finding that ride-sharing has a significant complementary effect on the subway, as the number of ride-sharing pickups and drop-offs at subway stations increased by 130% and 117.9%, respectively, after the subway opening. Moreover, mechanism analysis shows that the complementary effect of ride-sharing services is stronger when connection distance is short (i.e. under 6 km) and when the transportation availability is limited (i.e. at night or in the areas with low transit supply and low population density).

Practical implications

The findings provide guidelines for promoting cooperation between public transit agencies and ride-sharing platforms to build an efficient and sustainable urban transport system.

Originality/value

This study is the first to examine the complementary effect of ride-sharing services on public transit via unique fine-grained ride-sharing trips data, and further reveal the underlying mechanism behind this effect.

Details

Industrial Management & Data Systems, vol. 123 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 8 February 2022

Haowen Fan and Yulin Zhang

This work aims to examine the quality disclosure strategy of sharing economy platforms with network externality, considering consumer risk aversion.

Abstract

Purpose

This work aims to examine the quality disclosure strategy of sharing economy platforms with network externality, considering consumer risk aversion.

Design/methodology/approach

The game theory, sensitive analysis and numerical study are used herein. The equilibria are derived from the game theory. The quality disclosure strategy is analyzed by profit comparison. To further understand the characteristics of the optimal disclosure strategy, sensitive analysis and numerical studies are conducted to detail the analytical results.

Findings

Regardless of market structure, the quality disclosure decision problem is a trade-off between information effect and cost effect. Consumer risk aversion is a factor that can incentivize low-quality platforms to disclose quality. Both consumer risk aversion and network externality influence the quality disclosure strategy through information effect. Interestingly, for different competition intensities, consumer risk aversion and network externality could lead to positive or negative information effects of removing uncertainty. The authors show that under certain conditions, consumer risk aversion and network externality could induce more quality concealment.

Research limitations/implications

The quality is set exogenous herein, and the integrated process of quality investment and information disclosure is an interesting direction for future research.

Practical implications

This work provides managerial insights for sharing economy platforms regarding how to wisely consider consumer risk aversion and network externality when sharing quality information.

Originality/value

This work identifies two effects that determine quality disclosure strategy and specifies the role of each factor on quality disclosure.

Details

Kybernetes, vol. 52 no. 5
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 19 December 2022

Shixuan Fu, Jingjing Yang and Linlin Su

COVID-19 affects the peer-to-peer (P2P) accommodation industry. With regard to prospect theory, individuals’ negative emotions, such as institutional distrust, are easily evoked…

Abstract

Purpose

COVID-19 affects the peer-to-peer (P2P) accommodation industry. With regard to prospect theory, individuals’ negative emotions, such as institutional distrust, are easily evoked and impede consumption intention in an environment of permeating uncertainty and risks. While existing research indicates the negative effects of institutional distrust, scant research has explored its antecedents and intervention mechanisms. This study thus aims to unveil the influencing factors and explore mitigating mechanisms of customers’ institutional distrust of P2P accommodations.

Design/methodology/approach

Online reviews data were used to identify the underlying critical issues. The authors developed a model to depict how institutional distrust is formed under the boundary condition of subjective norm by the results. The model was verified using a questionnaire survey. Finally, in-depth semi-structured interviews were conducted to ensure its robustness.

Findings

The external environment and internal platform effectiveness are two critical aspects affecting institutional distrust of P2P accommodations. The external environment influences institutional distrust through perceived threat, explaining the formation mechanism of customers’ institutional distrust through customers’ internal psychology. Furthermore, the authors found subjective norm moderating the effect of perceived threat on customers’ institutional distrust.

Research limitations/implications

This is one of the first studies, to the best of the authors’ knowledge, to explore institutional distrust of P2P accommodations after COVID-19. The finding contributes to studies on P2P accommodation by uncovering the contingent role of subjective norm in influencing customers’ institutional distrust.

Originality/value

This is a pioneering study that explores the antecedents and mitigating mechanisms of institutional distrust of P2P accommodations during the new normal of COVID-19.

Details

International Journal of Contemporary Hospitality Management, vol. 35 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

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