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Article
Publication date: 20 February 2024

Abhay M. Vyas and Gyaneshwar Singh Kushwaha

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements…

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Abstract

Purpose

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

Design/methodology/approach

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

Findings

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

Research limitations/implications

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

Originality/value

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

Details

British Food Journal, vol. 126 no. 5
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 14 January 2025

Vasant Pandey and Gyaneshwar Singh Kushwaha

The purpose of this study is to examine the mediator role of blockchain technology (BT) in developing the trust among the users of digital payment (DP).

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Abstract

Purpose

The purpose of this study is to examine the mediator role of blockchain technology (BT) in developing the trust among the users of digital payment (DP).

Design/methodology/approach

The research is of conclusive in nature. Purposive convenience sampling method was used to collect the data through a structured questionnaire. Statistical software Smart PLS 4 and SPSS 26 is used for the analysis of 540 valid responses.

Findings

This study concludes that resulting model is capable to predict the mediating role of BT in framing the trust. It also identified that all the factors (perceived ease of use, perceived usefulness, social norms and facilitating conditions) examined were found to have significant influence on the adoption of DP system.

Research limitations/implications

This study uses variables that influences human behaviour in DP adoption. In future the work can be extended to check the moderating effect of BT on trust towards DP system.

Originality/value

This study demonstrates a key driver of towards DP. In addition, it highlights the pivotal role of BT in developing trust in both current and future adoption of DPs.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 8 August 2016

Gyaneshwar Singh Kushwaha and Shiv Ratan Agrawal

The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives.

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Abstract

Purpose

The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives.

Design/methodology/approach

A total of 764 usable responses was included through a non-probability convenient sampling method. The data used in the study gathered from mobile users of 37 cities from nine states across India. The analysis of moment structures 22.0 and SmartPLS 3.0 statistical programmes were used for measurement validation and to test the structural model.

Findings

The study indicated that mobile marketing had a more significant effect on customers’ negative attitudes and followed by on positive attitudes. Despite the strong significant effect on customers’ negative attitudes, it does not display more significant effect on negative behavioural outcomes. Finally, the study suggested that customers’ positive attitudes display more favourable behavioural outcomes of mobile marketing initiatives.

Practical implications

The paper would help the mobile marketers and advertisers to understand the impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes and how it can be managed to ensure the higher level of adoption and acceptance.

Originality/value

The results of the analysis indicated that when the users have favourable attitudes of mobile marketing initiatives, it can be highly effective in triggering of favourable behavioural outcomes.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2040-7122

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