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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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.