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Article
Publication date: 12 November 2021

Ashish Gupta, Jitender Kumar, Tavishi Tewary and Nirmaljeet Kaur Virk

This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour.

Abstract

Purpose

This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour.

Design/methodology/approach

Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing.

Findings

The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision.

Practical implications

The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision.

Originality/value

Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 26 November 2021

Wanny Oentoro

Global digital payment transactions increase continuously. Due to the inconsistencies that occurred across the research findings, past researchers have called for further…

Abstract

Purpose

Global digital payment transactions increase continuously. Due to the inconsistencies that occurred across the research findings, past researchers have called for further investigation to verify and empirically test the mobile payment acceptance model. The purpose of this paper is to develop an integrative model that is derived from the multiple technology acceptance models (TAM)’s a theoretical framework and past literature to understand how consumers decided to adopt mobile payment. By simultaneously testing mechanisms, namely, ease of use, usefulness and risk, the current study will be able to advance scholarly knowledge of the underlying consumer’s attitude and behavior that link social influence to intention to use.

Design/methodology/approach

A total of 370 valid responses were collected using self-administered questionnaires distributed via online platforms, a representative for Thai consumers. An ordinary least square regression and bootstrap analyzes were conducted through PROCESS Macro to analyze the moderated serial-multiple mediation model in the consecutive inducing of social influence, perceived ease of use, perceived usefulness and perceived risk toward the consumer’s intention to use mobile payment.

Findings

Within the context of consumers evaluating a mobile payment, statistics significant were found for the hypothesized direct and indirect effects of perceived ease of use and perceived usefulness on an intention to use. The results showed that Thai consumers’ intention to use mobile payment was significantly affected by their attitudes in terms of usefulness and the less complication in using the applications. It is confirmed that social influence indirectly affects intention to use via the increase of perceived ease of use and perceived usefulness. The study also found a significant interaction between perceived risk and perceived usefulness toward intention to use.

Practical implications

It is recommended to service providers to continue improving the user-friendliness, navigation, integrity and furnish the system with more value-added activities within the mobile payment application. It is also essential for the company to deliver tutorials and clear and easy-to-follow instructions to customers. At the same time, the marketer should develop marketing strategies to promote the usefulness and simplicity of using the applications to the consumers. When consumers experienced the easiness and usefulness of the applications, these could overcome the resistance feeling to use due to the concern on any potential risk.

Originality/value

The study contributes to the existing body of knowledge on consumer usage behavior and TAM by integrating all important variables and developed a parsimony framework to explain consumers’ usage adoption on mobile payment. Moreover, the current study was the very first that proposed and tested a serial of multiple mediations of perceived ease of use and perceived usefulness, moderated by perceived risk, in the relationship between social influence and consumers’ intention to use mobile payment and discovered a moderating role of perceived risk toward the relationship between perceived usefulness and mobile payment usage intention.

Details

The Bottom Line, vol. 34 no. 3/4
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 22 November 2021

Dyah Puspitasari Srirahayu, Muhammad Rifky Nurpratama, Tanti Handriana and Sri Hartini

The purpose of this study is to find out: gender, social and emotional factors as obstacles that influence Generation Z in using e-Books.

Abstract

Purpose

The purpose of this study is to find out: gender, social and emotional factors as obstacles that influence Generation Z in using e-Books.

Design/methodology/approach

The method in this study is exploratory quantitative research that was conducted by testing the factors that influence the use of e-Books by Generation Z. This study was analyzed using structure equation model, which involves regressions, measuring direct and indirect effects and path analysis. Social influence, emotional attachment and gender are suspected to be a barrier in the use of e-Books by Generation Z.

Findings

The results of this study indicate that social influence and gender do not affect the use of e-Books, in which only emotional attachment directly affects the preference towards e-Book.

Research limitations/implications

The limitation of this study is that the sample used is still in Generation Z in Indonesia so that further research can use samples from various countries.

Practical implications

The results of this study can be used as a consideration for e-Books Publishers to create e-books as readers wish, for example, there is a special sound when opening e-Books, there is an easy feature to give notes in e-Books and features are presented to immediately see the link in the e-Books.

Social Implications

Generation Z is actually ready to use e-Books for reading activities. However, there are several things that make them consider reading e-Books. what they consider is the ease of use and the usefulness of the E-Books for their daily needs. Therefore, managers of information institutions and information providers in Indonesia can at least consider what genre of e-books collection can be provided and for whom the e-books are intended.

Originality/value

This research shows that Generation Z in choosing a reading format will be influenced by the intention of using the reading format, whereas the intention is influenced by the attitude in determining the reading format.

Details

Digital Library Perspectives, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-5816

Keywords

Content available
Article
Publication date: 28 October 2021

Harikishni Nain

This paper aims to examine the perception of parents regarding the role of children as influencers in family consumption decisions in India. The purpose is to support…

Abstract

Purpose

This paper aims to examine the perception of parents regarding the role of children as influencers in family consumption decisions in India. The purpose is to support marketing practitioners in understanding the stages of children's influence in the family using the theoretical perspective of the resource theory approach.

Design/methodology/approach

This study is based on a Web survey approach. Primary data were obtained from a sample of 180 mothers of adolescent children in the age group of 13–18 years and residing in rural and urban areas of Delhi (India) by administering a bilingual (Hindi/English) pre-tested “structured non-disguised” questionnaire designed on the Google Forms.

Findings

The findings that emerged from this study and as supported by the relative theory approach revealed that Indian parents perceive their children to exert a significant influence in family buying decisions, children's influence varies across stages of the decision-making process and the type of product and children's influence in family buying decisions is moderated by family structure but not by family size. The results of this study extend interesting and practical implications for marketing practitioners in India and by extension in other similar countries while designing and implementing marketing mix strategies in respect of goods and services meant for children/family consumption.

Research limitations/implications

The findings that emerged from this study and as supported by the relative theory approach revealed that Indian parents perceive their children to exert significant influence in family buying decisions, children's influence varies across stages of the decision-making process and the type of product, and children's influence in family buying decisions is moderated by family structure but not by family size. Results of this study extend interesting and practical implications for marketing practitioners in India and by extension in other similar countries while designing and implementing marketing mix strategies in respect of goods and services meant for children/family consumption.

Practical implications

The results of this study support the notion that children exert considerable influence in family buying decisions in India across products, hence constitute a viable target market for different products consumed not only by them but by other family members as well. It is, therefore, vital that marketers wishing to penetrate family and/or child product markets must identify the person in the family who is likely to be more involved in the buying process and the extent of his involvement to carve effective promotional strategies.

Social implications

The finding that although Indian children are actively participating across various stages of the decision-making process and their influence is strongest at the purchase initiation stage has peculiar social implications whereby families may be exposed toward eco-friendly green products and sustainable ways of living through the children in rural as well as urban areas. Similarly, children were also found to be influential at the information search and evaluation stage; hence, the messages regarding social issues, gender equality and health issues, which are not yet openly discussed in Indian families, may be imparted through children for better coverage and effectiveness.

Originality/value

Children are an important part of the family; especially in the nuclear families, children are an apple of eye and central point of the discussion. The role of children in decision-making is also important because of the changing information system and modernization of the younger generation. This is an empirical study focusing on the areas not yet explored and examined in the context of a culturally distinct and emerging country in terms of the emergence of children as influencers in family consumption decisions in rural and urban Indian families.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

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Article
Publication date: 11 October 2021

Christine M. Kowalczyk and Natalie A. Mitchell

This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group…

Abstract

Purpose

This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence and accessibility. Prior studies focused less on the salience of consumer knowledge and sources of luxury information, in addition to their accessibility to luxury. Hence, a more nuanced luxury conceptualization is needed to reflect luxury’s conceptual fluidity, consumers’ different lived experiences, accessibility levels and persistent retail marketing changes.

Design/methodology/approach

In a survey involving 475 US respondents, five hypotheses were tested and analyzed with structural equations modeling, examining the relationships among knowledge and accessibility of luxury brands, as well as reference group influence and its impact on consumer value perceptions of luxury brands and consumer behaviors.

Findings

Significant relationships were found for all five hypotheses and demonstrated that knowledge, reference group influence and accessibility have strong relationships with consumers’ personal value perceptions of luxury brands and behavioral measures, including purchase intentions, willingness to recommend to a friend and willingness to pay a price premium.

Originality/value

This conceptualization recognizes that consumers must have luxury brand awareness prior to reference group influence, developing individual luxury value perceptions and entering the buying process. This research contributes to the literature by highlighting consumers’ views of the luxury category, which induce perceptions and potential outcomes. It also expands the understanding of consumer’s accessibility to luxury products, which impacts purchase intentions. While it was conducted in the USA, it yields broader consumer perspectives.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 6 October 2021

Arpita Khare, Amrut Sadachar and Swagata Chakraborty

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and…

Abstract

Purpose

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

Design/methodology/approach

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Findings

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

Practical implications

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Originality/value

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 28 September 2021

M.K.C.S. Wijewickrama, Nicholas Chileshe, Raufdeen Rameezdeen and J. Jorge Ochoa

The purpose of this paper is twofold: firstly, to identify the information-centric strategies of external stakeholders that influence the quality assurance (QA) in the…

Abstract

Purpose

The purpose of this paper is twofold: firstly, to identify the information-centric strategies of external stakeholders that influence the quality assurance (QA) in the reverse logistics supply chains (RLSC) of demolition waste (DW) and, secondly, to recognize the determinants for using each strategy.

Design/methodology/approach

Semi-structured interviews were conducted with 21 professionals representing five external stakeholder groups: state and local government agencies, non-government organizations (NGOs), forward supply chain upstream and downstream actors. The data was analyzed based on Creswell's five-step process, and the conventional content analysis was used for coding and generating themes.

Findings

The study found seven information-centric influence strategies: regulating, monitoring, leading, incentivizing, demolition approval, forming contracts and specifications. The state government organizations were the most dominant in influencing the QA in RLSC. All external stakeholders use both aggressive and cooperative strategies. The urgent, legitimate and economic core of the issue decides the type of strategy to exert an information-centric influence over the QA in RLSC of DW.

Originality/value

To the author's best knowledge, this study is one of the first investigations performed based on a theoretical basis within the context of RLSC in the construction industry (CI). This study used empirical data to elaborate the stakeholder theory while providing new knowledge on stakeholder influence, particularly those relevant to information sharing. Thus, this study developed a theoretical base that future researchers in the study domain could use.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 9 July 2021

Zheshi Bao and Yun Zhu

Food delivery apps (FDA) have been widely adopted by customers in online-to-offline (O2O) catering businesses. This study aims to explore the mechanism regarding the…

Abstract

Purpose

Food delivery apps (FDA) have been widely adopted by customers in online-to-offline (O2O) catering businesses. This study aims to explore the mechanism regarding the stickiness of FDA and indicates why customers have the intention to reuse them.

Design/methodology/approach

A research model was developed based on the e-commerce system successful model (ECSS model) and social influence theory. Using the data collected from 312 customers who have FDA usage experience via an online survey, the established model was empirically assessed by partial least squares based structural equation model.

Findings

The results show that factors including information quality, ease of use, convenience and various choices perceived by FDA users are significant antecedents of customer satisfaction and perceived value, which in turn positively influence customers' intention to reuse. Besides, informational social influence and normative social influence play important roles in directly or indirectly affecting customers' intention to reuse.

Originality/value

This study extends the e-commerce system success model and enriches the literature regarding stickiness of FDA. Besides, the understanding of social influence in FDA usage has been deepened by addressing its role in the ECSS model based on the features and contexts of such apps.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 7 July 2021

Sambo Lyson Zulu, Mwansa Chabala and Ephraim Zulu

The study examined perceptions and beliefs that influence the intention to adopt solar energy solutions in the Zambian Housing Sector. This is important because empirical…

Abstract

Purpose

The study examined perceptions and beliefs that influence the intention to adopt solar energy solutions in the Zambian Housing Sector. This is important because empirical evidence for measures aimed at improving the adoption of solar energy solutions with SSA in general or a Zambian context, in particular, are largely missing from the literature.

Design/methodology/approach

Hierarchical multiple linear regression was used to analyse quantitative data collected through an online questionnaire survey. A total of 947 valid responses were obtained from a convenient sample of household heads.

Findings

The results show that attitude towards solar energy solutions, subjective norms, perceived benefits, perceived trust, knowledge about solar energy solutions, load-shedding and social norms, in that order of magnitude, influence the intention to adopt solar energy solutions. Perceived behavioural control, perceived risk and perceived cost did not influence the intention to adopt solar energy solutions.

Originality/value

The results provide empirical evidence of important factors to drive the adoption of solar energy solutions in Zambia. The results further show that knowledge about available solar energy solutions, rather than general knowledge about renewable energy, influence the adoption intention of solar energy solutions.

Details

Built Environment Project and Asset Management, vol. 11 no. 5
Type: Research Article
ISSN: 2044-124X

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Article
Publication date: 24 August 2021

Shiu-Wan Hung, Min-Jhih Cheng and Chia-Jung Lee

The purpose of this article was to explore the influence of individual perception and social climate on consumer-initiated group-buying purchase decisions. An extended…

Abstract

Purpose

The purpose of this article was to explore the influence of individual perception and social climate on consumer-initiated group-buying purchase decisions. An extended cross-level research model was used to explain how a new mechanism for purchasing through personal interactions could work.

Design/methodology/approach

This study utilised a questionnaire survey for data gathering. The subjects of the investigation were group-buying initiators. Hierarchical linear modelling (HLM) was used to experimentally examine the research hypotheses.

Findings

The empirical results of the study indicate that the social influence of critical mass can effectively promote positive attitudes and intentions towards consumer-initiated online group buying. An individuals' perception of an initiator's fairness influences their trust in the initiator. In addition, trust in the initiator can positively and significantly influence buyers' attitudes and intentions to online group buying.

Originality/value

Most previous studies on online group-buying focus on how social media influences group-buying behaviours. This study extends social media research by introducing an extended cross-level model to provide a comprehensive investigation into online-shopping. It is a preliminary attempt to systematically verify relationships at the individual and aggregate levels. The decision to group buying requires a relationship of trust to be formed before any transaction takes place, thereby increasing the intention to make a purchase. As a result, group buying is perceived as positive when interpersonal communication is very efficient, or when social influence is high.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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