Prashant Raman and Kumar Aashish
There are two-fold objectives to this research. First is to analyse the importance of technology readiness (TR) for the users in using sports and fitness wearable devices in…
Abstract
Purpose
There are two-fold objectives to this research. First is to analyse the importance of technology readiness (TR) for the users in using sports and fitness wearable devices in India. And second is to explore if gymnasium (gym) users are much more technologically ready as compared to non-gym users to use sports and fitness wearable devices.
Design/methodology/approach
The study uses technology readiness and acceptance model (TRAM) to examine the users' intention to use sports and fitness wearable devices. Data from a survey of 907 respondents from India were collected and partial least squares (PLS)-structural equation modelling (SEM) technique was used to empirically examine it.
Findings
The outcomes reveal that innovativeness and optimism have a positive influence on perceived ease of use (PEOU) and perceived usefulness (PU), and insecurity and discomfort have a negative influence on PEOU and PU. Both PEOU and PU act as important determinants in the user's intention to use sports and fitness wearable devices. The multi-group analysis (MGA) suggests that gym users tend to exhibit more positive intention towards using sports and fitness wearable devices and show higher probability of using the wearable devices relative to non-gym users.
Originality/value
There are hardly any studies on intention to use sports and fitness wearable devices in India. The current research tries to understand the intention behind the gym users and non-gym users to use sports and fitness wearable devices. The outcomes of the research will help the marketers to align their promotional campaign based on the new segmentation variable “gym-user/non-gym user”. The research also highlights the importance of TR in the use of sports and fitness wearable devices in India.
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Prashant Raman and Kumar Aashish
The purpose of this study is to develop a conceptual framework which takes into account the perceived risk (PR) and the perceived benefits (PB) of using mobile payment systems…
Abstract
Purpose
The purpose of this study is to develop a conceptual framework which takes into account the perceived risk (PR) and the perceived benefits (PB) of using mobile payment systems (MPS) in the context of COVID-19 pandemic.
Design/methodology/approach
The study proposes a conceptual framework incorporating the uncertainties/risks associated with MPS like perceived technology uncertainty (PTU), perceived regulatory uncertainty (PRU), perceived service intangibility (PSI) and perceived information asymmetry (PIA), along with the benefits of using MPS such as trust, mobility, health consciousness (HC) and fear of Coronavirus (FOC). A survey comprising 1,253 participants was conducted in India. The proposed model was empirically examined through partial least square structural equation modelling.
Findings
The outcomes of the study revealed a significant positive influence of PTU, PRU, PIA and PSI on PR. On the other hand, HC and FOC were identified as the major antecedents having a significant positive influence on PB. Both PR and PB had a significant influence on the intention to adopt MPS, but the influence of PB was greater than the influence of PR.
Practical implications
The enablers and inhibitors play a crucial role in understanding the intention to adopt MPS. HC and fear of acquiring Coronavirus can be aggressively marketed by the government and service providers as a strategy to maintain social distancing. Government should address the regulatory concerns associated with the usage of MPS so as to alleviate any negative perception among the general public.
Originality/value
The current study is a novel attempt to understand the intention to adopt MPS in India as precautionary health behaviour to curb the transmission of Coronavirus pandemic. The study uses two constructs, HC and FOC, to better understand the behaviour of the people and explain the intention to adopt MPS during the COVID-19 pandemic.
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Prashant Raman and Kumar Aashish
Consumers in India are increasingly using mobile payment systems (MPSs) to make online and offline payments. Digital payment applications are gradually being used as surrogates…
Abstract
Purpose
Consumers in India are increasingly using mobile payment systems (MPSs) to make online and offline payments. Digital payment applications are gradually being used as surrogates for cash, checks and plastic money. The motive behind this research is to analyze the different antecedents that impact the users' willingness to continue using the MPS in India.
Design/methodology/approach
An extensive study of the literature review supports the creation of a framework that describes the continuance intention of using MPS. Data from a survey of 612 respondents from India were collected to assess the research model. The study used partial least squares (PLS)–structural equation modeling (SEM) technique to empirically validate the framework developed.
Findings
The outcomes of the research suggest that service quality, attitude, effort expectancy and perceived risk act as influencing antecedents of continuance intention to use MPS. Determinants like perceived trust, convenience and social value have no influence on users' continuance intention. SEM analysis has verified the proposed model, which explains 50.7% of the variance of the users' continuance intention of using MPSs.
Research limitations/implications
The research is built upon cross-sectional data carried out in India. Hence, the outcomes of the study are limited to this region only.
Practical implications
Engaging with the consumers for a long time and enabling their continuance usage are extremely important for firms offering mobile payment services. The managerial implications provide insights into the different ways to capture new business opportunities to the firms rendering mobile payment services in the wake of changing consumer behavior.
Originality/value
This research tries to analyze users' continuance intention to use MPS in India. Although many research studies have investigated the willingness of the individuals to adopt novel technology in different frameworks, there are hardly any empirical studies carried out to analyze the antecedents of users' continuance intention to use MPSs.
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Saurabh Kumar Dixit, Antonia Correia and Sangeetha Gunasekar
Lisana and Yonathan Dri Handarkho
This research aims to investigate the significant influence of social factors based on the social impact theory against service quality factors based on uncertainty avoidance…
Abstract
Purpose
This research aims to investigate the significant influence of social factors based on the social impact theory against service quality factors based on uncertainty avoidance dimension in determining user perception of trust toward mobile payment (MP) usage.
Design/methodology/approach
The theoretical model used was analyzed by adopting the structural equation modeling technique. Questionnaires were delivered to Indonesian customers as the target respondents using Google Forms, and finally, 659 valid responses were received.
Findings
Based on the direct effect analysis, service quality had more influence on the user trust perception than the social aspect. More specifically, Perceived Security was the most influential in increasing the level of user trust followed by Perceived Usefulness and Network Externalities.
Originality/value
This research presents a comprehensive investigation that applied a different perspective of the way social and service quality aspects develop user trust toward MP usage.
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Aashish Garg, Ran Singh Dhaliwal and Sanjay Gupta
From the last few decades, environmental issues have become a global concern. Consumption activities are given much attention in the marketing literature, whenever the question…
Abstract
Purpose
From the last few decades, environmental issues have become a global concern. Consumption activities are given much attention in the marketing literature, whenever the question about protecting the environment arises. The responsibility of the consumer toward the environment is a major concern and the purpose of this study is to prioritize factors responsible for determining environmental responsibility among young consumers. This research will provide valuable insights to the marketers in targeting those particular areas which according to young consumers are highly ranked/prioritized for being environmentally responsible.
Design/methodology/approach
In this study, data were collected from 400 young consumers from Punjab and Chandigarh. Fuzzy analytical hierarchy process (F-AHP) was applied to prioritize or rank the factors on the basis of significance for being environmentally responsible. The primary factors considered for further analysis were knowledge and awareness, attitude, green consumer value, emotional affinity toward nature, willingness to act and environment-related past behavior.
Findings
Results of the study depicted knowledge and awareness as the highest-ranked and prioritized factor for young consumers to become environmentally responsible, while environment-related past behavior emerged as the least important factor for consumers' environmental responsibility.
Research limitations/implications
Data were collected from the young consumers of Punjab and Chandigarh only and only a few factors of consumers' environmental responsibility were considered for further analysis which depicts the limitation of the study.
Practical implications
The research study is highly useful for the government and the business firms to target the highly prioritized factors of environmental responsibility which will promote green consumption practices and behavior among young consumers.
Originality/value
Previous researches have explored the factors of environmental responsibility and modeled their relationships. However, the present study has employed the multi-criteria decision-making technique to provide valuable insights for marketers, academicians and practitioners about the drivers of consumers' environmental responsibility which adds value to the existing knowledge base.
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Sushant Kumar, Sanjeev Prashar and Arunima Shah
Mobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than…
Abstract
Purpose
Mobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than expected despite their potential and initial reach. Limited studies have investigated factors that determine consumers' brand love (BRL) towards MPSs. This study investigates the role of MPS app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.
Design/methodology/approach
The theoretical underpinnings of stimulus organism behaviour consequence (SOBC) and pleasure arousal dominance (PAD) theory are utilized to conceptualize the research model. The model explains the drivers of MPS BRL. Innovativeness, perceived organization and entertainment are the stimuli. Emotion, conceptualized as the second-order construct derived from pleasure, arousal and dominance, is the organism. CUI is the behaviour exhibited, and BRL towards MPS is the consequence. A survey method is used to collect data from 317 MPS consumers, and the hypotheses are tested using a structural equation modelling approach.
Findings
Results indicate that innovativeness, perceived organization and entertainment influence consumers' emotions, which affects their CUI. Emotions and CUI shape BRL. Results also show a significant mediating role of emotion and CUI.
Originality/value
Limited studies have explored BRL for utility-driven apps like MPSs. The SOBC frameworks and PAD theory provide stronger explanatory powers to the complex interplay of variables that influence consumer perceptions and decisions regarding MPSs. The study provides several practical and theoretical insights into the role of emotions in the adoption of MPS apps, a hitherto understudied relationship in literature.
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This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.
Abstract
Purpose
This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.
Design/methodology/approach
The empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.
Findings
The exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.
Practical implications
The methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.
Originality/value
This study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.
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Mohamed M. Elsotouhy, Abdelkader M. A. Mobarak, Mona I. Dakrory, Mohamed A. Ghonim and Mohamed A. Khashan
Despite the significance of donations (Sadaqah) via mobile payment in Islamic countries, little is known about the variables influencing continuance intention toward using…
Abstract
Purpose
Despite the significance of donations (Sadaqah) via mobile payment in Islamic countries, little is known about the variables influencing continuance intention toward using m-payment for donations (Sadaqah). Based on the stimulus-organism-response (S-O-R) model, this research explores the influence of perceived quality (i.e. system, information, service) as a stimulus on customer satisfaction, engagement and delight as organisms, which then affects continuance intention toward using m-payment for donations (Sadaqah) as a response. Moreover, the study investigates the moderating role of Islamic religiosity.
Design/methodology/approach
Using partial least squares structural equation modeling (PLS-SEM), a representative data sample of 419 Egyptian Muslims was analyzed to test hypotheses.
Findings
The findings revealed that all perceived quality constructs significantly positively affect customers' satisfaction. Customer satisfaction, in turn, positively affects customer engagement and delight. Moreover, customer engagement, delight and Islamic religiosity significantly positively affect continuance intention toward using m-payment for donations (Sadaqah). The findings also revealed that Islamic religiosity moderates the influence of customer engagement and customer delight on continuance intention toward using m-payment for donations (Sadaqah).
Originality/value
This is the first study to examine using m-payment for donations (Sadaqah) in an Islamic environment based on the S-O-R model.
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Menaka Radhakrishnan, Vinitha Joshy Premkumar, Viswanathan Balasubramanian Prahaladhan, Baskaran Mukesh and Purushothaman Nithish
Globally, postnatal women endure a prominent issue caused by midline separation of abdominal recti muscles, characterized by a sagging and pouch-like appearance of the belly…
Abstract
Purpose
Globally, postnatal women endure a prominent issue caused by midline separation of abdominal recti muscles, characterized by a sagging and pouch-like appearance of the belly termed as Diastasis Recti Abdominis (DRA). The necessity of ensuring the efficacy of rehabilitative workouts for individuals with DRA cannot be overstated, as inaccurate exercises can exacerbate the condition and deteriorate the health of affected women. The purpose of these exercises is to specifically focus on the rectus abdominis muscles to facilitate the reapproximation of the linea alba. The primary aim of this research work is to assess the effectiveness of rehabilitation exercises for DRA women obtained from Inertial Measurement Unit (IMU) and Electromyography (EMG) sensors.
Design/methodology/approach
Convolutional neural networks (CNN) employs convolutional activation functions and pooling layers. Recently, 1D CNNs have emerged as a promising approach used in various applications, including personalized biomedical data classification and early diagnosis, structural health monitoring and anomaly detection. Yet another significant benefit is the feasibility of a real-time and cost-effective implementation of 1D CNN. The EMG and IMU signals serve as inputs for the 1D CNN. Features are then extracted from the fully connected layer of the CNN and fed into a boosting machine learning algorithm for classification.
Findings
The findings demonstrate that a combination of sensors provides more details about the exercises, thereby contributing to the classification accuracy.
Practical implications
In real time, collecting data from postnatal women was incredibly challenging. The process of examining these women was time-consuming, and they were often preoccupied with their newborns, leading to a reluctance to focus on their own health. Additionally, postnatal women might not be fully aware of the implications of DRA and the importance of rehabilitation exercises. Many might not realize that neglecting DRA can lead to long-term issues such as back pain, pelvic floor dysfunction, and compromised core strength.
Social implications
During our data collection camps, there were educational sessions to raise awareness about the DRA problem and the benefits of rehabilitation exercises. This dual approach helped in building trust and encouraging participation. Moreover, the use of wearable sensors in this study provided a non-invasive and convenient way for new mothers to engage in rehabilitation exercises without needing frequent visits to a clinic, which is often impractical for them.
Originality/value
The utilization of discriminating features retrieved from the output layer of 1D CNN is a significant contribution to this work. The responses of this study indicate that 1D convolutional neural network (1D CNN) and Boosting algorithms used in a transfer learning strategy produce successful discrimination between accurate and inaccurate performance of exercises by achieving an accuracy of 96%.