Gema Albort-Morant, Ana Irimia-Diéguez, Mahmoud Yasin and Francisco Liebana-Cabanillas
This study aims to identify the factors that may account for the intention to use Paytech services within an Islamic context. The authors propose an expanded version of the…
Abstract
Purpose
This study aims to identify the factors that may account for the intention to use Paytech services within an Islamic context. The authors propose an expanded version of the Technology Acceptance Model (TAM), which includes religiosity (R) and social influence (SI), to develop a causal-predictive analysis.
Design/methodology/approach
The research model and hypotheses were assessed using partial least square-structured equation modeling on data collected from 531 potential Paytech users.
Findings
The results reveal that religiosity has a more significant direct effect on the intention to use Paytech services than on actual use, while social influence has a more significant direct effect on use than on the intention to use Paytech services.
Research limitations/implications
Cultural differences within the Middle East and North Africa region could influence the acceptance and usage of the new Paytech services.
Practical implications
The valuable insights gained from this study can help Fintech managers, financial institutions and developers of new financial services design effective strategies to encourage user adoption of Paytech services. Companies could prioritize implementing word-of-mouth marketing initiatives to encourage early adopters to recommend the service.
Social implications
The Paytech services would enable access to financial services for the entire Muslim population regardless of their location, gender or age, thereby fostering financial inclusion.
Originality/value
To the best of the authors’ knowledge, this study is the first to explore the intention to use Paytech services in two Islamic countries: Saudi Arabia and Palestine. From a theoretical perspective, this work contributes to the academic literature by analyzing the mediating effects of two external variables, religiosity and social influence.
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Francisco Muñoz-Leiva, Doaa Herzallah, Ismael Ramón Sánchez-Borrego and Francisco Liébana-Cabanillas
This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding �…
Abstract
Purpose
This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding – wordmarks or combination marks – and their subsequent recall.
Design/methodology/approach
The study examines the main areas of visual representation of the brand (VRB) on the Instagram network and the user’s corresponding areas of interest on a mobile-device screen. Attention and recall of the VRB are assessed in light of different classification variables (users’ gender, age and level of experience in s-commerce tools) to better understand how VRB may be leveraged by fashion retailers to encourage purchasing behavior. To achieve this objective, a mixed experiment design based on the eye-tracking methodology and a self-administered questionnaire is carried out.
Findings
The results indicate that visual attention, gender, age and s-commerce experience all contribute to determining users’ recall of the brand logo to which they are exposed on-screen. By considering the different s-commerce user profiles that exhibit different visualization behaviors, fashion retailers will be better placed to improve their online advertising campaigns and, ultimately, increase brand sales. The findings also point to promising future research directions on the effectiveness of branding strategies.
Originality/value
This highly innovative study provides in-depth insights into advertising effectiveness in terms of attention and recall, according to the main types of VRB for two specific s-commerce tools used by a high-street fashion brand, namely, its profile on Instagram Shop and its profile on Instagram Stories.
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Smriti Mathur, Alok Tewari, Sushant Vishnoi and Vaishali Agarwal
The online learning environment is a function of dynamic market forces constantly restructuring the e-learning landscape’s complete ecosystemcape. This study aims to propose an…
Abstract
Purpose
The online learning environment is a function of dynamic market forces constantly restructuring the e-learning landscape’s complete ecosystemcape. This study aims to propose an e-learning framework by integrating the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) to predict students’ Online Learning Readiness and Behaviour.
Design/methodology/approach
A structured questionnaire was used to collect data from 406 students through a survey. The data were analysed using two-stage structural equation modelling and artificial neural network (ANN).
Findings
The study’s results revealed that perceived ubiquity (PUB) positively influences perceived ease of use, usefulness and attitude. Similarly, perceived mobility significantly influences perceived ease of use and attitude. Furthermore, attitude, subjective norms, perceived behavioural control and perceived usefulness significantly influence readiness to learn online, which further influences students’ online learning behaviour. The root-mean-square error (RMSE) values obtained from the ANN analysis indicate the models’ predictive solid accuracy.
Originality/value
The study contributes to the existing literature by proposing an Online Learning Behaviour Model by integrating the TAM and the TPB frameworks in association with two additional constructs, PUB and Perceived Mobility. Secondly, this study proposes a unique triangulation framework of recommendations for learners, educators and policymakers.
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P. Pragha, Krantiraditya Dhalmahapatra and Thamaraiselvan Natarajan
The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion and diverse applications. The…
Abstract
Purpose
The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion and diverse applications. The current study examines factors affecting the intention to adopt the metaverse. Existing studies on metaverse were found insufficient in explaining users’ intention to adopt metaverse, for which the companies are investing vast amounts of money for its implementation. The study fills the research gaps in the literature and applies the UTAUT2 (Unified Theory Of Acceptance And Use of Technology) and PAD (Pleasure, Arousal, Dominance) theory in the SOR (Stimulus-Organism-Response) framework. The study proposes a conceptual model by including effort expectancy, hedonic motivation, social influence, security personalization as stimuli, arousal, dominance, pleasure, immersive experience and perceived value as organismic variables and intention to adopt metaverse as the response variable, with gender as a moderator.
Design/methodology/approach
The study used purposive non-probability sampling approach and total of 420 responses were collected to examine the model. The partial least squares (PLS) technique is used for data analysis using Smart PLS software.
Findings
The study’s findings suggest that social influence and immersive experience have the highest impact on perceived value which affects users’ intention to adopt metaverse. Results indicate that individuals perceive value on using metaverse when it provides enjoyment and fun as well as security. Hence, it is important to ensure not only that individuals feel hedonically motivated but also feel secured and exert less effort to use the metaverse.
Research limitations/implications
The study contributes to the existing literature on metaverse and extends its association with immersive experience and the theories applied. The fundamental qualities of metaverse that contribute to its immersive and enjoyable nature can influence users' behavioral responses. Our research emphasizes the importance of executives acknowledging the development of organismic experience within metaverse.
Practical implications
The insights derived from this study will serve to expand the knowledge of metaverse application developers, offering valuable guidance in incorporating these factors into their development processes. By prominently displaying security measures, metaverse brands can demonstrate their commitment to mitigating risks associated with virtual interactions. This includes clearly communicating the security protocols in place to protect user data and privacy and providing detailed information about security features can build trust and alleviate concerns.
Social implications
The study highlights how the metaverse features affect individuals toward its adoption intent. Specifically, the study reveals that social influence and security affect the metaverse, further affecting the adoption intent of the metaverse. This has implications for enhancing customer relationships and value cocreation with different stakeholders. The research also recognizes that security measures are necessary for metaverse technology. These reactions could include placing regulations and standards in place to deal with the social and economic effects, making sure that data is collected and used ethically, and giving privacy and security measures priority.
Originality/value
This paper contributes to the body of knowledge as it is the first of its kind to explore and link immersive experience, pleasure and perceived value from the metaverse’s point of view to explore the user’s adoption intention. The study also contributes to the SOR framework with UTAUT2 and PAD theories by applying it to the metaverse context, which is used in limits.
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Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman and Nick Hajli
Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the…
Abstract
Purpose
Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.
Design/methodology/approach
Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.
Findings
Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.
Originality/value
This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.
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Prakhar Prakhar, Fauzia Jabeen, Rachana Jaiswal, Shashank Gupta, Patrice Piccardi and Saju Jose
Electric vehicle adoption (EVA) drives sustainability by significantly reducing carbon emissions and reliance on fossil fuels. Despite EVA’s notable advantages from existing…
Abstract
Purpose
Electric vehicle adoption (EVA) drives sustainability by significantly reducing carbon emissions and reliance on fossil fuels. Despite EVA’s notable advantages from existing literature and its evolving nature, a gap persists in evaluating EVA research. This research presents a systematic literature review, offering insights into the current state of EVA advancements.
Design/methodology/approach
This study amalgamates various factors influencing EVA and elucidates their associations, fostering sustainable transportation. To evaluate progress in this domain, we adopt the Theory-Context-Characteristics-Methodology (TCCM) framework, systematically assessing the theories, contextual factors, characteristics and methodologies employed in EVA research to support efficient decision-making.
Findings
The study reveals 18 theories, prominently including the theory of planned behavior, innovation diffusion theory, technology acceptance model and UTAUT. The study identifies diverse factors such as perceived risk, effort expectancy, social norms, performance expectancy, government policy, personal norms, attitude, perceived behavioral control, subjective norms, demographics and ecological knowledge as pivotal in shaping attitudes and intentions toward electric vehicle adoption. Furthermore, structured equation modeling emerges as the predominant methodology, while including alternative approaches enriches the methodological landscape, contributing to a more comprehensive understanding of the factors driving EV adoption.
Practical implications
The insights gained from this research can inform policymakers, manufacturers and researchers, ultimately contributing to the global transition towards more sustainable transportation solutions.
Originality/value
This research’s cardinal contribution lies in developing an integrated theoretical framework, a novel approach that offers a structured and holistic perspective on the multifaceted determinants of EVA. This framework not only illuminates the intricate relationships among these variables but also opens up exciting avenues for future research.
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Garima Malik and Debasis Pradhan
This study aims to examine the influence of gameful experience (GAMEX) on customer brand engagement in the context of e-tailing. Drawing on the self-determination and social…
Abstract
Purpose
This study aims to examine the influence of gameful experience (GAMEX) on customer brand engagement in the context of e-tailing. Drawing on the self-determination and social learning theories, the authors have developed a comprehensive model incorporating cognitive, emotional and behavioral factors leading to brand advocacy and re-visit intention for the retail website.
Design/methodology/approach
The data for this study were obtained from 715 customers across various e-tailing websites. This research uses both quantitative method (partial least squares structural equation modeling − PLS-SEM) and qualitative method (fuzzy set qualitative comparative analysis − fsQCA) to investigate the relationship between GAMEX and customer brand engagement in the e-tailing context, with a focus on the long-term outcomes of brand advocacy and re-visit intention.
Findings
The PLS-SEM results indicate a significant impact of GAMEX on customer brand engagement. In addition, the findings reveal the moderating role of fear of missing out, internet self-efficacy and technoeustress in the association among GAMEX, customer brand engagement, brand advocacy and re-visit intention. The findings from fsQCA support the results obtained from PLS-SEM and reveal four configurations for brand advocacy and five configurations for re-visit intentions.
Originality/value
This research evaluates the impact of GAMEX on customer brand engagement using a mixed-method approach involving qualitative and quantitative procedures. This study offers valuable insights into the design of gamified marketing activities and current practices for fostering greater engagement.
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The aim of this paper is to investigate the factors that influence consumers’ intentions to buy green food and develop conceptual framework that combines Health belief model (HBM…
Abstract
Purpose
The aim of this paper is to investigate the factors that influence consumers’ intentions to buy green food and develop conceptual framework that combines Health belief model (HBM) and Norm activation theory (NAT).
Design/methodology/approach
The research used purposive sampling to collect primary responses from Indians and Lebanese in Ghana at restaurants and retail stores in Accra. Based on the NAT and HBM constructs, questionnaires were designed and distributed to 787 respondents. Data were analyzed using partial least squares and structural equation modeling to test the hypotheses developed through a literature review.
Findings
The findings showed that perceived benefit (PBN), perceived threat (PTT) and cue to action (CAT) are key factors that drive consumers’ intentions to purchase green food by Indians and Lebanese in Ghana. However, there are perceived barriers (PBB) that prevent individuals from buying green food, such as high prices, doubts about authorization and content, shortage of green food, inadequate selling techniques, supposed fulfillment and deficiencies. Therefore, more work is needed to address these barriers.
Practical implications
This research can be used to create advertising messages that emphasize the health and wellbeing benefits of environmental impact on communities, and stimulate customer motivation to purchase green food.
Originality/value
This is a unique study that combines HBM and NAT to investigate the factors that influence consumers’ intentions to buy green food among Indians and Lebanese in Ghana and developed a conceptual framework to offer valuable insights for marketing practitioners to develop effective marketing strategies to induce buying intentions towards green foods. The construct of NAT has been found as useful moderators of pro-environmental behavior.
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Shinyong Jung, Rachel Yueqian Zhang, Yangsu Chen and Sungjun Joe
Given the unique nature of business events tourism, this paper evaluates the forecasting performance of various models using search query data (SQD) to forecast convention…
Abstract
Purpose
Given the unique nature of business events tourism, this paper evaluates the forecasting performance of various models using search query data (SQD) to forecast convention attendance.
Design/methodology/approach
This research uses monthly and quarterly business event attendance data from both the U.S. (Las Vegas) and China (Macau) markets. Using SQD as the input, we evaluated and compared the cutting-edge forecasting models including Prophet and Long Short-Term Memory (LSTM).
Findings
The study reveals that Prophet outperforms complex neural network models in forecasting business event tourism demand. Keywords related to convention facilities, conventions or exhibitions, and transportation are proven to be useful in forecasting business travel demand.
Practical implications
Prophet is an accessible forecasting model for event-tourism practitioners, especially useful in the volatile business event tourism sector. Using verified search keywords in models helps understand traveler motivations and aids event planning.
Originality/value
Our study is among the first to empirically evaluate the performance of forecasting models for business travel demand. In comparison with other mainstream forecasting models, our study extends the scope to examine both the U.S. and Chinese markets.