Sheng-Wei Lin, Eugenia Y. Huang and Kai-Teng Cheng
This study employed the commitment–trust theory in social psychology and relationship marketing to explore female customers' perception of channel integration quality in…
Abstract
Purpose
This study employed the commitment–trust theory in social psychology and relationship marketing to explore female customers' perception of channel integration quality in omnichannel retailing and its influence on their relationship commitment to and trust in the relationship with retailers, and thus on their stickiness. Channel integration quality consists of two dimensions: channel service configuration (channel choice breadth and channel service transparency) and integrated interactions (content consistency, process consistency and perceived fluency).
Design/methodology/approach
The study was carried out via a questionnaire survey, to which 868 valid responses were collected. The partial least squares technique was used to test the hypotheses.
Findings
Channel service transparency and perceived fluency influence relationship commitment; content consistency, process consistency and perceived fluency all have significant effects on trust. Interestingly, although less influential than integrated interactions, channel service configuration is the foundation of channel integration quality, testifying to its significant role.
Originality/value
This study provides strong evidence on how channel integration quality affects customer stickiness. Moreover, this study replicates the finding of significant relationships among relationship commitment, trust and stickiness in omnichannel retailing.
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Sita Mishra, Tapas Ranjan Moharana and Ravi Chatterjee
This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental…
Abstract
Purpose
This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.
Design/methodology/approach
This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.
Findings
The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.
Research limitations/implications
It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.
Practical implications
Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.
Originality/value
Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.
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Eunsoo Baek, Eujin Park and Ga-eun (Grace) Oh
With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material…
Abstract
Purpose
With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.
Design/methodology/approach
A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.
Findings
The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.
Originality/value
Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.
Research limitations/implications
This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.
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Hari Govind Mishra, Shailesh Pandita, Aasif Ali Bhat, Ram Kumar Mishra and Sonali Sharma
The purpose of this paper is to review the diversified existing literature on tourism and carbon emissions using bibliometric analysis to churn down the multiple studies under one…
Abstract
Purpose
The purpose of this paper is to review the diversified existing literature on tourism and carbon emissions using bibliometric analysis to churn down the multiple studies under one paper, which not only provides insights into the evolution and progress of the research area but also sets the future research agenda.
Design/methodology/approach
The study adopted the Scientometrics review methodology based on the bibliometric analysis. Bibliometric analysis is conducted through the following techniques, namely, citation analysis, thematic mapping, country collaboration, co-citation analysis and co-occurrence of keywords with the help of R-based bibliometrix and visualization of similarities (VOS) viewer open-source software.
Findings
The study identified the most prominent authors, studies, journals, affiliations and countries in the field of sustainable tourism, as well as the most co-cited authors and journals, based on a bibliometric analysis of 398 research papers retrieved from the Scopus database during the past three decades (1990–2021). Moreover, some of the relevant themes identified by the authors are energy use and carbon dioxide (CO2) emission of the tourism sector, economic impacts of tourism and CO2 emissions and CO2 emissions and carbon tax.
Originality/value
The outcome of the selected studies is a unique contribution to the field of sustainable tourism as it is one of the first known studies to review tourism and carbon emissions. It provides in-depth bibliometric analysis of articles and identification of the important research trends.
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Manoj Kumar Kamila, Sahil Singh Jasrotia and Shagun Chib
Operating ethically when developing and marketing a product or service is critical. An essential aspect of this process is ensuring that a company's guiding principles and values…
Abstract
Operating ethically when developing and marketing a product or service is critical. An essential aspect of this process is ensuring that a company's guiding principles and values are congruent with its overarching goals. Concerns span from the veracity of marketing to the preservation of individual privacy to the impact of design on the natural world and human civilization. It also entails taking precautions if a product or advertising campaign has unforeseen repercussions. In today's interdependent and globalized world, it is more important than ever for firms to employ morally acceptable design and marketing tactics to acquire consumer trust and generate beneficial social and environmental benefits. This chapter offers insights for future researchers by offering a conceptual framework in ethics in design and marketing, which can be empirically tested. This study highlights several factors like privacy, manipulation, representation and diversity, accessibility, sustainability, social responsibility, and truth in advertising as important factors leading to ethical concerns in design marketing.
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Ruchi Mishra, Rajesh Kumar Singh and Justin Paul
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors…
Abstract
Purpose
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.
Design/methodology/approach
Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.
Findings
Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.
Research limitations/implications
The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.
Originality/value
This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.
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Omar S. Itani, Sandra Maria Correia Loureiro and Zahy Ramadan
This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.
Abstract
Purpose
This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.
Design/methodology/approach
Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized.
Findings
The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement.
Originality/value
This study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative.
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Debolina Dutta and Sushanta Kumar Mishra
The importance of mental wellbeing and the need for organizations to address it is increasing in the post-pandemic context. Although Artificial Intelligence (AI) is increasingly…
Abstract
Purpose
The importance of mental wellbeing and the need for organizations to address it is increasing in the post-pandemic context. Although Artificial Intelligence (AI) is increasingly being adopted in HRM functions, its adoption and utility for enabling mental wellbeing is limited. Building on the Open System Theory (OST) and adopting the technology-in-practice lens, the authors examined the roles of human and technology agencies in enabling mental wellbeing.
Design/methodology/approach
The study was conducted in two stages; in Stage 1, the authors adopted a case methodology approach to examine the feasibility of a technology company's offerings to assess mental wellbeing. In Stage 2, the authors followed the grounded theory approach and interviewed 22 key stakeholders and HR leaders of diverse organizations. The authors used Gioia's approach to analyze the data.
Findings
The study demonstrates the interdependence and inseparability of human activity, technological capability and structured context. Specifically, the authors observe that AI adoption is pushing the boundaries of how organizations could support employees' mental health and wellbeing. These technological advancements and adoption are likely to facilitate the evolution of agentic practices, routines and structures.
Research limitations/implications
This study carries two important implications. While the advent of cutting-edge technologies appears to affect employees' mental wellbeing, the study findings indicate the assistive role of technology in supporting mental wellbeing and facilitating changes in organizational practices. Second, the ontology of technology-in-practice shows how human–machine agencies gain newer relevance from the interactions that unite them. Specifically, per OST, technology (from an external context) can potentially change how mental wellbeing practices in organizations are managed. The authors extend the existing literature by suggesting that both human agents and internal contexts effectively limit the potential of technology agents to change existing structures significantly.
Originality/value
The authors address the need for more research on the technology-management interface, and the boundaries of technology-enabled wellbeing at work. While AI-HRM scholarship has primarily relied on micro-level psychological theories to examine impact and outcomes, the authors borrow from the macro-level theories, such as the OST and the technology-in-practice to explain how AI is shifting the boundaries of human and machine agencies for enabling mental wellbeing.
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Gianluca Pusceddu, Ludovica Moi and Francesca Cabiddu
This paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based…
Abstract
Purpose
This paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based on the intensity of consumers' responses and reactions to the stimuli triggered by firms. Moreover, it explores how firms attempt to shape the architecture of the phygital CXs. Notably, this article identifies the flexible and agile strategies implemented by firms to enhance the several typologies of phygital CXs, with the intention of better exploiting physical and digital features to respond to the differences in customers' needs, preferences and expectations.
Design/methodology/approach
This study performs an in-depth exploratory single-case study based on semi-structured interviews with the customers, managers and employees of the Webidoo Store.
Findings
This study develops a framework illustrating the main typologies of ordinary (“hostile”, “controversial” and “disappointing”) and extraordinary (“passionate” and “explorative”) CXs that can arise in phygital contexts. Also, it identifies some key flexible and agile strategies (“decompressive strategy”, “mentoring strategy”, “prompting strategy” and “entertaining strategy”) that companies might follow to adjust their offerings and respond quickly to the different forms of phygital CXs to create a more compelling experience tailored to customers' needs, preferences and expectations.
Research limitations/implications
Among the study's limitations are the single-case study methodology and a specific setting like the Italian one. As a result, future studies could broaden the study to include other research contexts and countries. The paper offers significant managerial insights based on the many forms of CX across ordinary and extraordinary CXs. Thus, it provides critical takeaways for businesses to meet customer demand.
Originality/value
This paper analyzes the different typologies of ordinary and extraordinary CXs that could occur in phygital contexts based on the intensity of consumers' responses and reactions to firms' stimuli. Also, it explores how firms attempt to shape the architecture of the phygital CXs through flexible and agile strategies. From this paper, managers and decision-makers can reflect on successful strategies they could use to affect the stimuli to which customers respond in an agile manner, thus enhancing phygital CXs.
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Kate Pangbourne, Dominic Stead, Miloš Mladenović and Dimitris Milakis
This chapter provides a reflective critique of Mobility as a Service (MaaS), an emerging development seeking a role within the Smart Mobility paradigm. We assess a range of its…
Abstract
This chapter provides a reflective critique of Mobility as a Service (MaaS), an emerging development seeking a role within the Smart Mobility paradigm. We assess a range of its future implications for urban policymakers in terms of governance and sustainability (i.e., social and environmental impacts). We begin by describing the origins of the MaaS concept, along with the features of precursor technologies and current early examples. We then reflect on the marketing of MaaS and use it to consider how we might anticipate some potentially less desirable aspects of the promoted business models. Finally, we discuss the implications for governance.