Search results

The purpose of this paper is to construct and validate an e‐lifestyle scale.

Through a two‐step approach of exploratory factor analysis (EFA), the generated two EFA solutions reveal the adequacy of the generated seven components underlying the 1,135 responses. By using the other 793 respondents sampling from the same population, confirmatory factor analysis (CFA) examines and supports the fitness of the overall structure.

The empirical results show that the 39 items of the e‐lifestyle scale were grouped into seven distinct components. These components represented seven principal factors that significantly influence and shape individual e‐lifestyles.

This investigation merely represents a starting point in e‐lifestyle research. To enhance the validity and generalization of the scale proposed in this study, further cross‐cultural validation is necessary.

Beyond constructing and validating an e‐lifestyle instrument, this study could provide marketers with insights about how to integrate e‐lifestyles into marketing strategies.

This research contributes to advance current knowledge on what factors influence e‐lifestyle and relative influences of main factors shaping e‐lifestyle, and pave a way for marketers to execute more elaborate marketing research with the proposed e‐lifestyle scale.

The purpose of this study is to investigate the impact of internet on the e-lifestyle of the youth of emerging markets (EMs) in contemporary digital world using Ghanaian youth as a case study.

Survey data were obtained from students of five leading universities in Accra, the nation’s capital, between February and June 2017. Of the 300 questionnaires administered, 276 were usable representing 92 per cent collection rate. Respondents were randomly approached and oriented on the object of the study and asked to complete the instrument voluntarily using the face-to-face approach at student events. Both the exploratory factor analysis (EFA) and the structural equation modelling procedure of partial least square (PLS-SEM) were used to analyse the data.

From the study, drivers of the e-lifestyle of youth in EMs were listed in order of importance: socio-importance, interest, entertainment, necessity, novelty, academic, transaction and concern needs. Surprisingly, the quest for academic information does not motivate the youth to surf the internet compared to aspiration to satisfy social, interest and entertainment-driven needs.

E-lifestyle addiction compels the youth to surf the internet via mobile phones, computers and other devices for e-lifestyle satisfaction, requiring internet service providers, marketers and academics to develop innovative e-lifestyle products to stimulate continuous internet usage of internet by the youth.

This study provides practical insight for internet service providers, web and application developers and members of the academic community to consciously develop internet-based products that direct the youth towards fulfilling e-lifestyle motivation.

The convergence of the youth on the internet will in no doubt impact social behaviour, thereby influencing lifestyles.

As very little work has been done on youth e-lifestyle in EMs, this study serves as a pioneering work in EMs using Ghanaian youth as a case study. Ironically, students of EMs spend less time on the internet doing academic concerns compared to social activities. Additionally, the importance of transaction (payments) needs as a driver of internet use among the youth has been emphasised in this study.

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.

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.

The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran.

By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants.

Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign.

The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size.

This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

The purpose of this paper is to accomplish two objectives – to test the functional relationship between adoption readiness (AR), perceived risk (PR) and usage intention for mobile payments in India and to investigate the stability of proposed structural relationships across different customer groups.

The literature concerning major attributes of technology acceptance were systematically reviewed to develop construct of AR. Post that a comprehensive model consisting of AR, personal innovativeness and PR was put together. The model was then empirically tested using structural equation modelling.

On appraising the proposed model, five out of six hypotheses were fully supported while one hypothesis was partially supported. Test of invariance showed significant variance among users and non-users.

The results of the study may vary with national context, service offerings, regulatory framework and other customer personal variables (i.e. lifestyle) suggesting future research opportunities.

The results facilitate the comprehension of the role of different factors on the mobile payments usage intention among customers. In addition, the results expand the knowledge on consumer behaviour towards financial technological innovations.

The results expand one's knowledge on this relationship, propounding interesting empirical evidence of the model invariance among different consumer groups.

This research seeks to accomplish two objectives: to extend the test of the functional relationship between store image attributes and customer satisfaction in the market environment of Greece; and to investigate the stability of the structural relationships between store image attributes and customer satisfaction across different customer groups.

The literature concerning major store image attributes was systematically reviewed. After assessing the construct validity of the store image attributes based on confirmatory factor analysis, a path model specifying the relationships between store image attributes and customer satisfaction was estimated. A multigroup analysis was conducted to test the invariance of structural paths between store image attributes and customer satisfaction for different customer profiles.

On appraising the store customer's personal variables four specific types of buyers, namely, the Typical, the Unstable, the Social, and the Occasional, were identified. While four of the six considered store attributes appear to be significant determinants of customer satisfaction, when examined for the degree of invariance between the four groups only Pricing and Products‐related attributes were equally significant in all four groups.

The results of the study may vary with national context, size, strategic position of supermarkets, and other customer personal variables (i.e. lifestyle) suggesting future research opportunities.

The results facilitate the comprehension of the role that specific store attributes have on the satisfaction of store visitors with different profiles. In addition, the results expand the retail manager's knowledge on consumer behaviour, with rational motives (product and price‐related).

The results expand one's knowledge on this relationship, propounding interesting empirical evidence of the model invariance among different consumer profiles.

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.

This study is a systematic review of mobile banking services. Its main objective is to provide a state-of-the-art review of this particular growing type of services. It inventories and assesses the most significant determinants of and barriers to consumers' adoption of mobile banking. Moreover, it identifies the most common consequences of this adoption.

By using three major academic databases (ABI/INFORM global, Web of Science and Business Source Premier), this paper selected 76 manuscripts and produced a systematic review that exposes the main theories, conceptual frameworks and models used to explain consumers' adoption of mobile banking.

The results show that the TAM (technology of acceptance model), followed by the UTAUT (unified theory of acceptance and usage of technology), are still the main conceptual frameworks and models adopted and adapted by scholars to explain consumers' use or intention of using mobile banking. Using the vote counting method, a myriad of antecedents and consequences that are frequently used in the literature of mobile banking are reported. These were categorized into five main perspectives: (1) m-banking attributes-based perspective, (2) customer-based perspective, (3) social influence-based perspective, (4) trust-based perspective and (5) barriers-based perspective.

An integrated model regrouping and relating the five perspectives is proposed, leading to intriguing implications for both academics and practitioners.