Search results

The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context. Furthermore, it explores the influence of gender on the OCE-satisfaction-loyalty chain.

OCE dimensions were drawn from the literature and then adapted and validated using two samples (217 – exploratory factor analysis, 651 – confirmatory factor analysis) of experienced online clothing shoppers in India. An analysis was done using structured equation modelling.

Six OCE psychological factors and four OCE functionality factors were revealed. Both OCE dimensions impact loyalty either directly or indirectly through satisfaction. Gender is observed to moderate the relationship among three OCE factors (e-distrust, e-negative beliefs and website interactivity) and satisfaction.

The research results are limited to the factors related to each of the two OCE dimensions explored within the clothing e-retail context in India.

Clothing e-retailers need to focus on both the OCE dimensions to drive business sustenance. Furthermore, their OCE strategies should be in line with the gender-based differences highlighted by the study.

The study facilitates in the adaptation and validation of the OCE dimensions in the clothing e-retail category in an emerging market. While all factors associated with both OCE dimensions are important for driving satisfaction and loyalty, the study underscores the need for a higher focus on visual engagement by e-retailers in the given context. Gender moderates the OCE-satisfaction paths, but does not moderate the OCE-loyalty paths.

While marketers want to drive higher repurchases for better business sustainability, repeat shopping experiences may change customer perceptions of the online channel, resulting in the emergence of new segment typologies. Therefore, the purpose of this paper is to explore the segmentation of online clothing shoppers using a repeat online clothing shopper base. Further, it analyses segment positions in a perceptual space to derive relevant positioning insights for the various segments.

Segmentation is done using dual bases of e-lifestyle and website quality factors for which the scales are derived from literature and then adapted and validated using a two-phase process across two samples of 271 and 644 experienced shoppers, respectively, in India. Positions of the segments are explored using the discriminant analysis-based perceptual mapping technique.

Three segments are found, namely disengaged averse online shoppers, interactive convenience seekers and adept online shopping optimists with the latter two having a higher propensity to purchase clothes online. Perceptual mapping of the segment positions reveals dimensions, which can be used for appropriate positioning.

The research methodology may be replicated for other products and country contexts, and additional factors may be explored for further insights.

The study reveals insights on the evolving nature of segments as shoppers gain experience of online shopping for clothes and highlights the varied reasons for the growing acceptability of the online channel. The findings reveal key targeting and positioning strategies for e-marketers.

This is one of the first studies of its kind in India, which explores the segmentation of repeat online clothing shoppers in India using dual bases. Another distinctive feature of the study is its use of the perceptual mapping technique to draw inferences about factors that differentiate multi-segment buying behavior.

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy, social influence, facilitating conditions, age, gender) and of those drawn from literature (perceived risk, perceived enjoyment and innovativeness) on the adoption of m-commerce in India. It also suggests implications of these for the consumer behavior theory practitioners and marketers.

Data were collected using an online survey from 321 respondents, split into two groups (high and low adoption level users) based on the usage scores of the four categories of m-commerce- location-based, transaction-based, entertainment and content delivery. Logistic regression technique was used to identify the prominent factors among the nine identified influencers to understand the differences between the two groups.

The findings of this paper are sample biasness, self-reported m-commerce adoption level, limited m-commerce categories and specific context.

Except the two factors of performance expectancy and facilitating conditions, all other variables discriminate between low and high adoption levels of m-commerce services in India. Social influence, perceived enjoyment and innovativeness were the three main factors that were found to have the most significant impact on the discrimination levels of m-commerce service users in India. Further, it was found that women and the younger generation users of m-commerce showed a greater propensity for adopting m-commerce practices.

Marketers need to focus on key factors like social influence, perceived enjoyment, perceived risk and effort expectancy to persuade the young and innovative consumer target groups increase their adoption of m-commerce services.

This is the first study of its kind to explore factors that distinguish users with low and high levels of m-commerce adoption, by taking into consideration all four categories of m-commerce (transaction-based, content delivery, location-based and entertainment). In doing so, it highlights the need for marketers to focus on factors beyond facilitating conditions and performance expectancy, to enhance the adoption of m-commerce practices.

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).

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.

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.

The results may be limited to the context of the sample and the factors considered. The study suggests future research areas.

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.

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.

Notwithstanding the novelty and importance of wearable fitness devices, few studies have focussed on comparing the drivers of adoption and usage of wearable fitness in the context of developing countries. This study aims to explore factors that drive overall acceptance of wearable fitness devices in developing countries (India and the Philippines) and whether the impact of these factors on the intention to adopt (INT) differs by country and gender.

The study extends the existing body of knowledge by developing a model that integrates the impact of various perceived benefits (health, autonomy, social, hedonic, symbolic), health self-efficacy (HEALTHSE) and individual characteristics (technological innovativeness [TI]) on the INT wearable fitness devices and the moderating impact of country and gender. The analysis was carried out using partial least square and data of 343 respondents.

This study finds that the INT wearable fitness devices by consumers in developing countries are positively impacted by hedonic, health and autonomy, HEALTHSE and TI. Symbolic and social factors do not have any significant impact on the overall INT wearable fitness devices. However, there are country and gender-specific differences that are consequential to the development of marketing strategies.

The framework and results are specific to the two countries and limited by convenience sampling. Future research can focus on replication across different countries and extend the model with additional contextual factors such as perceived risks.

To the best knowledge of the authors, this is one of the few studies to examine and compare the drivers of adoption of wearable fitness devices in lesser researched developing countries. Also, it is one of the few studies to compare the moderating impact of country and gender in the context of the INT wearable devices. The study provides a theoretical and methodological foundation for future research, as well as practical implications for global companies developing and promoting wearable fitness devices.

This study illustrates the use of qualitative methods for establishing content validity for e-lifestyle and website quality constructs in relation to their impact on loyalty towards clothing e-retailers. The use of constructs without going through a content validation process limits the overall validity of conclusions drawn from the research results and therefore, the study addresses this research gap.

Based on a detailed literature review, dimensions of the two constructs were identified. Semi-structured interviews and focus group discussions across 29 online shoppers were used for exploring the definition and scope of each construct dimension. This was followed by identification, adaptation and/or addition of items for each dimension basis inputs from respondents. Further, expert inputs were used for elimination of redundant items whilst ensuring proportional representation of all facets of the construct domain.

Use of qualitative methods for content validity and scale item development in effect contributed to the existing literature and highlighted issues as well as suggestions for clothing e-retailers.

The paper is limited to the process of content validity. Further techniques may be used for establishing other forms of validity. Modification and adaptation of constructs may be required for other product segments.

The paper enhances the extant knowledge about the two constructs in terms of definitions and items, which can be further used for marketing and driving loyalty.

The use of qualitative methods for establishing content validity is an important but often neglected step in marketing research. This paper reveals how the same can reveal interesting and important insights for marketers.

This study aims to develop a practical and effective approach for market segmentation using customer experience dimensions derived from online reviews.

The research investigates over 6,500 customer evaluations of food establishments on Taiwan’s Yelp platform through the Latent Dirichlet allocation (LDA) data mining approach. By using the LDA-derived experience dimensions, cluster analysis discloses market segments. Subsequently, sentiment analysis is used to scrutinize the emotional scores of each segment.

Mining online review data helps discern divergent and new customer experience dimensions and sheds light on the divergent preferences among identified customer segments concerning these dimensions. Moreover, the polarity of sentiments expressed by consumers varies across such segments.

Analyzing customer attributes extracted from online reviews for segmentation can enhance comprehension of customers’ needs. Further, using sentiment analysis and attributes of online reviews result in rich profiling of the identified segments, revealing gaps and opportunities for marketers.

This research presents a new approach to segmentation, which surmounts the restrictions of segmentation methods dependent on survey-based information. It contributes to the field and provides a valuable means for conducting customer-focused market segmentation. Furthermore, the suggested methodology is transferable across different sectors and not reliant on particular data sources, creating possibilities in diverse scenarios.

This study explores and compares the reasons for or against including situational triggers on the adoption of food delivery apps (FDAs) across lesser-researched Asian countries like India and the Philippines.

The study utilises a qualitative research methodology using focus group discussions and interviews across each country.

Respondents from India highlighted the importance of convenience, aggressive discounts, app service quality, fulfilment and multiple payment options as the key reasons for adopting the FDAs. However, these factors require redressal in the Philippines context. Also, the study findings highlight some country-specific requirements: in the Philippines, food packaging, cheaper options provided by the local convenience stores and lack of variety of food options; in India, the impact of parental beliefs and segregated vegetarian food delivery.

The study makes practical suggestions for consumer behaviour researchers, developers and marketers of FDAs who are confronted with challenges in app development for a multi-cultural audience and to ensure growth and the adoption of the FDAs across the two countries.

This is one of the first studies to compare diverse national markets to uncover differences and similarities in the factors impacting the adoption of FDAs. The results highlight the impact of varying levels of evolution of FDAs and social, technological and cultural contextual differences on the adoption of the FDAs across India and the Philippines.

Although corporate social responsibility (CSR) is typically conceptualized as a discretionary pursuit that firms voluntarily engage in, state intervention in CSR — which we call legislated CSR — has been increasing globally. The nature and scope of CSR legislations, however, vary among countries. This chapter provides a broad overview of legislated CSR but it also presents a detailed analysis of a specific CSR legislation, the CSR law of India, in order to closely examine how and why CSR legislations emerge and what could be their implications for CSR.

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.