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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Yuvika Gupta and Farheen Mujeeb Khan
The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular…
Abstract
Purpose
The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular area of research for scholars and practitioners. One area of research that could have far-reaching ramifications with regard to strengthening CE is artificial intelligence (AI). Consequently, it becomes extremely important to understand how AI is helping the marketer reach customers and create value for the firm via CE.
Design/methodology/approach
A detailed approach using both systematic review and bibliometric analysis was used. It involved identifying key research areas, the most influential authors, studies, journals, countries and organisations. Then, a comprehensive analysis of 50 papers was carried out in the four identified clusters through co-citation analysis. Furthermore, a content analysis of 42 articles for the past six years was also conducted.
Findings
Emerging themes explored through cluster analysis are CE concepts and value creation, social media strategies, big data innovation and significance of AI in tertiary industry. Identified themes for content analysis are CE conceptualisation, CE behaviour in social media, CE role in value co-creation and CE via AI.
Research limitations/implications
CE has emerged as a topic of great interest for marketers in recent years. With the rapid growth of digital media and the spread of social media, firms are now embarking on new online strategies to promote CE (Javornik and Mandelli, 2012). In this review, the authors have thoroughly assessed multiple facets of prior research papers focused on the utilisation of AI in the context of CE. The existing research papers highlighted that AI-powered chatbots and virtual assistants offer real-time interaction capabilities, swiftly addressing inquiries, delivering assistance and navigating customers through their experiences (Cheng and Jiang, 2022; Naqvi et al., 2023). This rapid and responsive engagement serves to enrich the customer’s overall interaction with the business. Consequently, this research can contribute to a comprehensive knowledge of how AI is assisting marketers to reach customers and create value for the firm via CE. This study also sheds light on both the attitudinal and behavioural aspects of CE on social media. While existing CE literature highlights the motivating factors driving engagement, the study underscores the significance of behavioural engagement in enhancing firm performance. It emphasises the need for researchers to understand the intricate dynamics of engagement in the context of hedonic products compared to utilitarian ones (Wongkitrungrueng and Assarut, 2020). CEs on social media assist firms in using their customers as advocates and value co-creators (Prahalad and Ramaswamy, 2004; Sawhney et al., 2005). A few of the CE themes are conceptual in nature; hence, there is an opportunity for scholarly research in CE to examine the ways in which AI-driven platforms can effectively gather customer insights. As per the prior relationship marketing studies, it is evident that building relationships reduces customer uncertainty (Barari et al., 2020). Therefore, by using data analysis, businesses can extract valuable insights into customer preferences and behaviour, equipping them to engage with customers more effectively.
Practical implications
The rapid growth of social media has enabled individuals to articulate their thoughts, opinions and emotions related to a brand, which creates a large amount of data for VCC. Meanwhile, AI has emerged as a radical way of providing value content to users. It expands on a broader concept of how software and algorithms work like human beings. Data collected from customer interactions are a major prerequisite for efficiently using AI for enhancing CE. AI not only reduces error rates but, at the same time, helps human beings in decision-making during complex situations. Owing to built-in algorithms that analyse large amounts of data, companies can inspect areas that require improvement in real time. Time and resources can also be saved by automating tasks contingent on customer responses and insights. AI enables the analysis of customer data to create highly personalised experiences. It can also forecast customer behaviour and trends, helping businesses anticipate needs and preferences. This enables proactive CE strategies, such as targeted offers or timely outreach. Furthermore, AI tools can analyse customer feedback and sentiment across various channels. This feedback can be used to make necessary improvements and address concerns promptly, ultimately fostering stronger customer relationships. AI can facilitate seamless engagement across multiple digital channels, ensuring that customers can interact with a brand through their preferred means, be it social media, email, or chat. Consequently, this research proposes that practitioners and companies can use analysis performed by AI-enabled systems on CEB, which can assist companies in exploring the extent to which each product influences CE. Understanding the importance of these attributes would assist companies in developing more memorable CE features.
Originality/value
This study examines how prominent CE and AI are in academic research on social media by identifying research gaps and future developments. This research provides an overview of CE research and will assist academicians, regulators and policymakers in identifying the important topics that require investigation.
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Catalina Gómez-Hurtado, Francisco Jesús Gálvez-Sánchez, María Belén Prados-Peña and Andrés Felipe Ortíz-Zamora
This study aims to explore the development of trust in relation to security and privacy concerns, as well as the influence of perceived risk on the intention to use e-wallets. The…
Abstract
Purpose
This study aims to explore the development of trust in relation to security and privacy concerns, as well as the influence of perceived risk on the intention to use e-wallets. The research focused on the Colombian context because of its characterization as an underdeveloped financial system that has experienced considerable security and privacy violations in recent years. Additionally, this geographical area is relatively under-researched, and the target demographic for this investigation was Generation Z, given their pivotal role in driving the adoption of e-wallets.
Design/methodology/approach
Based on measurement scales that had already been tested in the academic literature on mobile payment systems, a questionnaire was developed and distributed electronically. A total of 424 responses were obtained from young Colombians. Structural equation modeling (SEM), specifically the PLS-SEM method, was used to process the data to study the explanatory and predictive power of the proposed model.
Findings
The findings revealed that security and privacy have a positive and significant effect on perceived trust, and that this at the same time has a positive and significant effect on attitude, perceived usefulness, perceived ease and intention to use, as well as a significant but negative effect on perceived risk. On the other hand, perceived risk showed an inverse, but not significant, relationship with intention to use.
Originality/value
This research explored the adoption of e-wallets by young people in Colombia, which has been widely claimed in the academic literature. In a turbulent context with a high distrust of financial institutions, as well as a change in digital money consumption patterns, it is critical to understand the factors that contribute to the adoption of mobile payment services. The findings, in addition to contributing to the academic debate, have important implications for e-wallet providers, as they offer information that allows designing strategies to attract and keep current and potential users. At the same time, the recommendations by the authors allow the design of tools, especially related to security and privacy, to improve their trust and build loyalty, thus contributing to the consolidation and development of the mobile payment system.
Objetivo
Este estudio explora el desarrollo de la confianza en relación con las preocupaciones sobre seguridad y privacidad, así como la influencia del riesgo percibido en la intención de utilizar monederos electrónicos. La investigación se centró en el contexto colombiano debido a su caracterización como un sistema financiero subdesarrollado que ha experimentado violaciones considerables de seguridad y privacidad en los últimos años. Además, esta área geográfica está relativamente poco investigada, y el público objetivo de esta investigación fue la Generación Z, dado su papel clave en la adopción de monederos electrónicos.
Diseño/metodología/enfoque
Basado en escalas de medición ya probadas en la literatura académica sobre sistemas de pago móvil, se desarrolló y distribuyó electrónicamente un cuestionario. Se obtuvieron un total de 424 respuestas de jóvenes colombianos. Se utilizó el modelado de ecuaciones estructurales, específicamente el método PLS-SEM, para procesar los datos y estudiar el poder explicativo y predictivo del modelo propuesto.
Resultados
Nuestros hallazgos revelaron que la seguridad y la privacidad tienen un efecto positivo y significativo en la confianza percibida, y que esto, a su vez, tiene un efecto positivo y significativo en la actitud, la utilidad percibida, la facilidad percibida y la intención de uso, así como un efecto significativo pero negativo en el riesgo percibido. Por otro lado, el riesgo percibido mostró una relación inversa, pero no significativa, con la intención de uso.
Originalidad/valor
Esta investigación exploró la adopción de monederos electrónicos por parte de los jóvenes en Colombia, un tema ampliamente mencionado en la literatura académica. En un contexto turbulento con alta desconfianza hacia las instituciones financieras, así como un cambio en los patrones de consumo de dinero digital, es crucial comprender los factores que contribuyen a la adopción de servicios de pago móvil. Nuestros hallazgos, además de contribuir al debate académico, tienen importantes implicaciones para los proveedores de monederos electrónicos, ya que ofrecen información que permite diseñar estrategias para atraer y retener a usuarios actuales y potenciales. Al mismo tiempo, nuestras recomendaciones permiten diseñar herramientas, especialmente relacionadas con la seguridad y la privacidad, para mejorar la confianza y fomentar la lealtad, contribuyendo así a la consolidación y desarrollo del sistema de pago móvil.
目的
本研究探讨了与安全性和隐私问题相关的信任发展, 以及感知风险对使用电子钱包意图的影响。研究集中在哥伦比亚的背景下, 因为该国的金融系统被认为是欠发达的, 近年来经历了相当大的安全性和隐私侵犯问题。此外, 这一地理区域的研究相对较少, 本研究的目标人群为Z世代, 考虑到他们在推动电子钱包采纳中的关键作用。
设计/方法
基于已经在移动支付系统学术文献中测试过的测量尺度, 开发并电子分发了一份问卷。共获得了424份哥伦比亚年轻人的回应。使用结构方程建模中的PLS-SEM方法处理数据, 以研究所提出模型的解释力和预测力。
发现
研究发现, 安全性和隐私对感知信任有显著正向影响, 同时, 感知信任对态度、感知有用性、感知易用性和使用意图也有显著正向影响, 并对感知风险有显著负向影响。另一方面, 感知风险与使用意图之间呈现出反向但不显著的关系。
原创性/价值
本研究探讨了哥伦比亚年轻人对电子钱包的采纳, 这在学术文献中已有广泛讨论。在一个对金融机构高度不信任的动荡背景下, 以及数字货币消费模式的变化中, 理解促使移动支付服务采纳的因素至关重要。我们的研究结果不仅有助于学术讨论, 还对电子钱包提供商具有重要意义, 因为这些结果提供了信息, 有助于设计吸引和留住当前及潜在用户的策略。同时, 我们的建议有助于设计特别与安全性和隐私相关的工具, 以提高用户信任并建立忠诚度, 从而促进移动支付系统的巩固和发展。
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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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This study aims to perform a detailed bibliometric analysis of digital payment adoption and map the trends and growth in this field by examining seminal works, conceptual…
Abstract
Purpose
This study aims to perform a detailed bibliometric analysis of digital payment adoption and map the trends and growth in this field by examining seminal works, conceptual foundations and intellectual networks.
Design/methodology/approach
The Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) technique was applied to retrieve 1,016 journal articles from Scopus and Web of Science (2003–2023). Diverse performance analyses and science mapping methods were performed using the Biblioshiny package in R to gain a comprehensive understanding of the field’s knowledge base.
Findings
The findings reveal a significant increase in scholarly interest, marked by a surge in publications and citations in recent years. Co-citation and factorial analysis identified distinct research clusters, delineating core themes and suggesting future research avenues relevant to theoretical exploration in digital payment technologies.
Originality/value
This study is a groundbreaking effort to explore the adoption of digital payment through bibliometric analysis. It uniquely addresses key domains for science mapping, including intellectual and conceptual structures. These innovative findings provide valuable insights for future practitioners, academics and aspiring researchers in the field.
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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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Rafael Anaya-Sánchez, Francisco Rejón-Guardia and Sebastian Molinillo
The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit…
Abstract
Purpose
The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit intentions and to evaluate the moderating effects of the immersion level of the technology, destination familiarity and VR sickness.
Design/methodology/approach
An empirical study was conducted in a laboratory, using two types of immersive VR technologies. The data, collected through a personal survey of 144 participants, were analysed using PLS-SEM.
Findings
The results indicated that sense of presence is a crucial determinant of the user’s experience, which in turn contributed positively to destination image and visit intentions. VR sickness was observed to moderate the relationship between sense of presence and user experience, especially at low immersion levels. Destination familiarity did not influence the model’s relationships.
Practical implications
The findings lead us to propose that tourism destination managers: use immersive VR technologies in their marketing strategies; in these VR scenarios enhance the user’s sense of presence and experience and implement segmentation strategies.
Originality/value
This is one of the first works to empirically analyse how the customer’s experience of immersive technologies affects destination image and visit intentions. The study also evaluates three moderating effects: the effects of the level of immersion evoked by the technology, and destination familiarity, on the model’s relationships, and the effects of a negative aspect of the technology, VR sickness, on the relationship between sense of presence and the customer experience.
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Mohammad Iranmanesh, Morteza Ghobakhloo, Behzad Foroughi, Mehrbakhsh Nilashi and Elaheh Yadegaridehkordi
This study aims to explore and ranks the factors that might determine attitudes and intentions toward using autonomous vehicles (AVs).
Abstract
Purpose
This study aims to explore and ranks the factors that might determine attitudes and intentions toward using autonomous vehicles (AVs).
Design/methodology/approach
The “technology acceptance model” (TAM) was extended by assessing the moderating influences of personal-related factors. Data were collected from 378 Vietnamese and analysed using a combination of “partial least squares” and the “adaptive neuro-fuzzy inference system” (ANFIS) technique.
Findings
The findings demonstrated the power of TAM in explaining the attitude and intention to use AVs. ANFIS enables ranking the importance of determinants and predicting the outcomes. Perceived ease of use and attitude were the most crucial drivers of attitude and intention to use AVs, respectively. Personal innovativeness negatively moderates the influence of perceived ease of use on attitude. Data privacy concerns moderate positively the impact of perceived usefulness on attitude. The moderating effect of price sensitivity was not supported.
Practical implications
These findings provide insights for policymakers and automobile companies' managers, designers and marketers on driving factors in making decisions to adopt AVs.
Originality/value
The study extends the AVs literature by illustrating the importance of personal-related factors, ranking the determinants of attitude and intention, illustrating the inter-relationships among AVs adoption factors and predicting individuals' attitudes and behaviours towards using AVs.
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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.