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1 – 4 of 4This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase…
Abstract
Purpose
This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.
Design/methodology/approach
The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.
Findings
The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.
Originality/value
This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.
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Ioulia Poulaki, Evi Chatzopoulou, Mary Constantoglou and Vaia Konstantinidou
This paper aims to examine how Airbnb has been transformed from an informal form of tourism accommodation into an emerging form of tourism e-micro-entrepreneurship through an…
Abstract
Purpose
This paper aims to examine how Airbnb has been transformed from an informal form of tourism accommodation into an emerging form of tourism e-micro-entrepreneurship through an interesting triangle consisting of three distinct parts: hosts, platform and guests.
Design/methodology/approach
Considering that the peer-to-peer response has sealed the sharing economy's success, research methodology involves primary research that focuses on the adeptness of Airbnb hosts as e-micro-entrepreneurs from the customers' perspective. A quantitative methodology was employed by applying a convenience sampling strategy through a structured questionnaire that was distributed online, resulting in a collection of 150 useable responses. A statistical analysis has been performed to test the research's objectives.
Findings
Driven by Airbnb hosts' entrepreneurial behavior in managing their listings and guests' responses, research findings led to the development of a post-conceptual IRMA model, which describes this particular form of hosting as an e-micro-entrepreneurship opportunity, while guests' satisfaction confirms the platform's performance and hosts' efforts in service quality provision.
Research limitations/implications
This study brings valuable insights to the tourism e-entrepreneurship literature through the assessment of the Airbnb platform and the hosts as e-micro-entrepreneurs, providing useful information to researchers and managers involved in the Sharing Economy's disruptive innovation and a more complete understanding of the drivers of Airbnb's consumer adoption.
Originality/value
Research on Airbnb mainly focuses on service quality from the customer perspective, while the existing literature does not highlight how a new type of e-micro-entrepreneurship has emerged by operating in the sharing economy's disruptive innovation ecosystem, which illustrates the factors that motivate hosts and guests to share accommodation services in an equilibrium bond.
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This research explores the mediating role of a firm's innovativeness and customer orientation on the relationship between commercial success and total quality management (TQM) in…
Abstract
Purpose
This research explores the mediating role of a firm's innovativeness and customer orientation on the relationship between commercial success and total quality management (TQM) in the Indian SaaS (Software-as-a-Service) sector.
Design/methodology/approach
The hypotheses suggested for this study were validated using partial least squares-based structural equation modeling on data collected from 189 executives working in SaaS companies in India.
Findings
The findings of this study revealed that a SaaS company's innovativeness fully mediates the relationship between TQM and corporate performance, whereas the customer orientation of SaaS companies partially mediates the relationship between TQM and corporate performance.
Originality/value
Findings of this paper indicate that, in addition to TQM deployment, SaaS companies' innovativeness and customer-focused strategy will improve their corporate performance. With minimal research focusing on India, this study may be considered a pioneer work. It can serve as a basis for SaaS company promoters to improve their corporate performance by implementing TQM processes.
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Michael Adu Kwarteng, Alex Ntsiful, Christian Nedu Osakwe and Kwame Simpe Ofori
This study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy…
Abstract
Purpose
This study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy to understand determinants of acceptance and resistance to the use of mobile contact tracing app (MCTA) in a pandemic situation.
Design/methodology/approach
This study draws on online surveys of 194 research respondents and uses partial least squares structural equation modeling (PL-SEM) to test the proposed theoretical model.
Findings
The study establishes that a positive attitude towards MCTA is the most important predictor of individuals' willingness to use MCTA and resistance to use MCTA. Furthermore, barriers to taking action positively influence resistance to the use of MCTA. Personal norms negatively influence resistance to the use of MCTA. Information privacy showed a negative and positive influence on willingness to use MCTA and use the resistance of MCTA, respectively, but neither was statistically significant. The authors found no significant influence of perceived vulnerability, severity, subjective norms and perceived behavioral control on either acceptance or use resistance of MCTA.
Originality/value
The study has been one of the first in the literature to propose an integrated theoretical model in the investigation of the determinants of acceptance and resistance to the use of MCTA in a single study, thereby increasing the scientific understanding of the factors that can facilitate or inhibit individuals from engaging in the use of a protection technology during a pandemic situation.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0533
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