Pub Date : 2023-02-22DOI: 10.1080/08911762.2023.2182248
Sheshadri Chatterjee, Ranjan Chaudhuri, D. Vrontis
Abstract Online brand community (OBC) refers to a group of consumers who share similar enthusiasm for a particular brand and connected through online platforms. The members of OBC community engage jointly through online platforms to accomplish a collective objective or goal. Normally members of this community express similar sentiments, views, or commitments. Extant literature has nurtured issues such as the influence of OBCs on firms, the dysfunction that invites conflicts and rivalry, homogeneity that helps OBCs to develop shared responsibility, among others. However, there is limited study on the dark side of group heterogeneity on a brand-based online community. Using literature and theories, a theoretical model was developed, which was subsequently validated using the PLS-SEM technique to analyze responses from 348 respondents who were members of online brand communities, mainly of the FMCG and automobile sectors. This study finds that there is a significant negative moderating impact of group heterogeneity on OBC. This study has provided several theoretical and managerial implications to brand community literature and has contributed that brand-based online community commitment could impact brand trust and loyalty along with purchase intention, though such impacts are adversely affected by group heterogeneity culture.
{"title":"The dark side of group heterogeneity on a brand-based online community","authors":"Sheshadri Chatterjee, Ranjan Chaudhuri, D. Vrontis","doi":"10.1080/08911762.2023.2182248","DOIUrl":"https://doi.org/10.1080/08911762.2023.2182248","url":null,"abstract":"Abstract Online brand community (OBC) refers to a group of consumers who share similar enthusiasm for a particular brand and connected through online platforms. The members of OBC community engage jointly through online platforms to accomplish a collective objective or goal. Normally members of this community express similar sentiments, views, or commitments. Extant literature has nurtured issues such as the influence of OBCs on firms, the dysfunction that invites conflicts and rivalry, homogeneity that helps OBCs to develop shared responsibility, among others. However, there is limited study on the dark side of group heterogeneity on a brand-based online community. Using literature and theories, a theoretical model was developed, which was subsequently validated using the PLS-SEM technique to analyze responses from 348 respondents who were members of online brand communities, mainly of the FMCG and automobile sectors. This study finds that there is a significant negative moderating impact of group heterogeneity on OBC. This study has provided several theoretical and managerial implications to brand community literature and has contributed that brand-based online community commitment could impact brand trust and loyalty along with purchase intention, though such impacts are adversely affected by group heterogeneity culture.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"303 - 318"},"PeriodicalIF":0.0,"publicationDate":"2023-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43879955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-20DOI: 10.1080/08911762.2023.2178354
S. Raut, S. Rana, K. Sakshi, I. Alon
Abstract The present article positions culture at the center of analysis investigating schadenfreude within online brand communities and global virtual teams. Through this article, the authors explore the underlying causes and consequences of motivational values dimensions based on the typology developed by Shalom Schwartz in 1992 and 2012, respectively. We extend the Schwartz Value Theory by exploring the triggers of schadenfreude among online brand communities and global virtual teams. Accordingly, the proposed conceptual framework identifies Openness to Change and Self Enhancement as leading values governing human behavior in communities, teams and societies. Findings from this article may be applied as a roadmap by organizations or brands hoping to identify the root causes of heterogeneous group conflicts and schadenfreude directed within online brand communities and global virtual teams.
{"title":"The Dark Side of Members’ Heterogeneity Within Online Brand Communities and Global Virtual Teams: An Extension to Schwartz’s Value Theory","authors":"S. Raut, S. Rana, K. Sakshi, I. Alon","doi":"10.1080/08911762.2023.2178354","DOIUrl":"https://doi.org/10.1080/08911762.2023.2178354","url":null,"abstract":"Abstract The present article positions culture at the center of analysis investigating schadenfreude within online brand communities and global virtual teams. Through this article, the authors explore the underlying causes and consequences of motivational values dimensions based on the typology developed by Shalom Schwartz in 1992 and 2012, respectively. We extend the Schwartz Value Theory by exploring the triggers of schadenfreude among online brand communities and global virtual teams. Accordingly, the proposed conceptual framework identifies Openness to Change and Self Enhancement as leading values governing human behavior in communities, teams and societies. Findings from this article may be applied as a roadmap by organizations or brands hoping to identify the root causes of heterogeneous group conflicts and schadenfreude directed within online brand communities and global virtual teams.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"284 - 302"},"PeriodicalIF":0.0,"publicationDate":"2023-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48787753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-06DOI: 10.1080/08911762.2023.2175757
Aman Kumar, Amit Shankar
Abstract With the rise of the internet, online brand communities have gained popularity among users. However, online brand communities continue to face difficulties in engagement and usage despite the advantages it offers. This study examines the dark side of online brand communities. A total of 316 responses from online brand community members were collected to examine the proposed hypotheses based on the Technology–Personal–Environment (TPE) framework. The study also examines the moderating effect of culture (individualism and uncertainty avoidance). The findings suggest that perceived compatibility, inertia and social influence impact the users’ disengagement intention toward online brand communities. Also, individualism and uncertainty avoidance moderated the association between perceived complexity and disengagement intention. The study contributes to the dark side of brand-based online community literature and suggests marketers how to reduce customer disengagement in online brand communities.
{"title":"Disengagement toward brand-based online communities: The role of culture","authors":"Aman Kumar, Amit Shankar","doi":"10.1080/08911762.2023.2175757","DOIUrl":"https://doi.org/10.1080/08911762.2023.2175757","url":null,"abstract":"Abstract With the rise of the internet, online brand communities have gained popularity among users. However, online brand communities continue to face difficulties in engagement and usage despite the advantages it offers. This study examines the dark side of online brand communities. A total of 316 responses from online brand community members were collected to examine the proposed hypotheses based on the Technology–Personal–Environment (TPE) framework. The study also examines the moderating effect of culture (individualism and uncertainty avoidance). The findings suggest that perceived compatibility, inertia and social influence impact the users’ disengagement intention toward online brand communities. Also, individualism and uncertainty avoidance moderated the association between perceived complexity and disengagement intention. The study contributes to the dark side of brand-based online community literature and suggests marketers how to reduce customer disengagement in online brand communities.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"268 - 283"},"PeriodicalIF":0.0,"publicationDate":"2023-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46651954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1080/08911762.2022.2156420
Diana Escandón-Barbosa, Geovanny Castro-Aristizabal, Agustín Ramirez-Urraya, Andrea Hurtado-Ayala
Abstract The Bottom of the Pyramid is consumers with limited purchasing power who even make economic efforts to purchase daily or frequent consumer goods. This market niche has historically been overlooked since consumers are more concerned with price than product differentiation. However, the BOP markets provide companies with the opportunity to export their goods, penetrate these markets, and have successful exports. Based on the literature, this study examines the influence of BoP orientation on the export performance of Born Global companies, as well as the role of government assistance in exportation and networking with institutional partners. Data from 341 Born Global companies in Colombia are collected, resulting in an unbalanced panel (FGLS) between 2011 and 2021. The findings support a positive relationship between BoP orientation and export performance. Additionally, this research confirmed that this relationship is moderated by government assistance and institutional social networks. In this regard, Born Global’s export performance is improved by internal and external resources to compensate for its lack of international experience and limited financial resources.
{"title":"Analyzing the Association between Bottom of the Pyramid (BoP) and Export Performance in Born Global Firms: A FGLS Model Approval between 2011 and 2021","authors":"Diana Escandón-Barbosa, Geovanny Castro-Aristizabal, Agustín Ramirez-Urraya, Andrea Hurtado-Ayala","doi":"10.1080/08911762.2022.2156420","DOIUrl":"https://doi.org/10.1080/08911762.2022.2156420","url":null,"abstract":"Abstract The Bottom of the Pyramid is consumers with limited purchasing power who even make economic efforts to purchase daily or frequent consumer goods. This market niche has historically been overlooked since consumers are more concerned with price than product differentiation. However, the BOP markets provide companies with the opportunity to export their goods, penetrate these markets, and have successful exports. Based on the literature, this study examines the influence of BoP orientation on the export performance of Born Global companies, as well as the role of government assistance in exportation and networking with institutional partners. Data from 341 Born Global companies in Colombia are collected, resulting in an unbalanced panel (FGLS) between 2011 and 2021. The findings support a positive relationship between BoP orientation and export performance. Additionally, this research confirmed that this relationship is moderated by government assistance and institutional social networks. In this regard, Born Global’s export performance is improved by internal and external resources to compensate for its lack of international experience and limited financial resources.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"127 - 140"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43298981","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-11DOI: 10.1080/08911762.2022.2143462
Cláudio Félix Canguende-Valentim, V. Vale
Abstract This study aimed to measure the effect of perceived value on purchase intention of luxury goods among Angolan consumers. It also explored the moderating effect of consumer gender. Data were collected through a survey distributed to 130 consumers in North and South Angola, employing Smart-PLS for analysis. The results indicated that perceived social value was the most important determinant of purchase intentions for luxury goods, followed by perceived individual value. The study showed that consumer gender moderated the relationship between and individual value perception and social value perception on purchase intention. The research contributes to the literature, and this study is the first empirical test of a value structure for luxury goods in the Angolan market, so it allowed to better understand the disposition of these consumers in purchase intention according to the perceived value of luxury. Theoretical and practical implications will be discussed.
{"title":"The Effect of Value Perceptions on Luxury Purchase Intentions: An Angolan Market Perspective","authors":"Cláudio Félix Canguende-Valentim, V. Vale","doi":"10.1080/08911762.2022.2143462","DOIUrl":"https://doi.org/10.1080/08911762.2022.2143462","url":null,"abstract":"Abstract This study aimed to measure the effect of perceived value on purchase intention of luxury goods among Angolan consumers. It also explored the moderating effect of consumer gender. Data were collected through a survey distributed to 130 consumers in North and South Angola, employing Smart-PLS for analysis. The results indicated that perceived social value was the most important determinant of purchase intentions for luxury goods, followed by perceived individual value. The study showed that consumer gender moderated the relationship between and individual value perception and social value perception on purchase intention. The research contributes to the literature, and this study is the first empirical test of a value structure for luxury goods in the Angolan market, so it allowed to better understand the disposition of these consumers in purchase intention according to the perceived value of luxury. Theoretical and practical implications will be discussed.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"112 - 126"},"PeriodicalIF":0.0,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46543124","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-08DOI: 10.1080/08911762.2022.2141167
Sindhu Singh
Abstract Wearable healthcare technologies enable continuous monitoring of wearers’ health status and the implementation of preventive measures that significantly improve their health. In recent years, the popularity of wearable fitness devices has skyrocketed. Privacy concerns are a significant impediment to more people using these devices. This study aims to understand the moderating role of privacy concerns on users’ intentions to use wearable fitness technologies. The theoretical model for this study integrates the UTAUT2 framework and privacy concerns as a second-order model. The study follows a quantitative research approach, using a questionnaire to collect data. The PLS-SEM model was used to test the theoretical model. The integrated model with the indirect effect of privacy concerns explained higher variance in predicting the behavioral intention to use wearable fitness devices. Price value, performance expectancy, habit, and facilitating conditions all had a significant influence on users’ decisions to use wearable fitness devices, while privacy concerns moderated the relationship between UTAUT2 constructs for behavioral intention to use these devices. This study confirmed that the UTAUT2 model could be extended to explain the initial adoption of smart wearable fitness devices. Prior studies investigated the intention to use smart wearable devices, but few addressed privacy concerns associated with wearable fitness devices. This study addressed this gap by investigating the moderating role of privacy concerns on the intention to use wearable fitness devices. The integrated theoretical model developed uncovers users’ privacy concerns related to these systems.
{"title":"The Moderating Role of Privacy Concerns on Intention to Use Smart Wearable Technologies: An Integrated Model Combining UTAUT2 Theoretical Framework and Privacy Dimensions","authors":"Sindhu Singh","doi":"10.1080/08911762.2022.2141167","DOIUrl":"https://doi.org/10.1080/08911762.2022.2141167","url":null,"abstract":"Abstract Wearable healthcare technologies enable continuous monitoring of wearers’ health status and the implementation of preventive measures that significantly improve their health. In recent years, the popularity of wearable fitness devices has skyrocketed. Privacy concerns are a significant impediment to more people using these devices. This study aims to understand the moderating role of privacy concerns on users’ intentions to use wearable fitness technologies. The theoretical model for this study integrates the UTAUT2 framework and privacy concerns as a second-order model. The study follows a quantitative research approach, using a questionnaire to collect data. The PLS-SEM model was used to test the theoretical model. The integrated model with the indirect effect of privacy concerns explained higher variance in predicting the behavioral intention to use wearable fitness devices. Price value, performance expectancy, habit, and facilitating conditions all had a significant influence on users’ decisions to use wearable fitness devices, while privacy concerns moderated the relationship between UTAUT2 constructs for behavioral intention to use these devices. This study confirmed that the UTAUT2 model could be extended to explain the initial adoption of smart wearable fitness devices. Prior studies investigated the intention to use smart wearable devices, but few addressed privacy concerns associated with wearable fitness devices. This study addressed this gap by investigating the moderating role of privacy concerns on the intention to use wearable fitness devices. The integrated theoretical model developed uncovers users’ privacy concerns related to these systems.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"93 - 111"},"PeriodicalIF":0.0,"publicationDate":"2022-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47213818","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-10DOI: 10.1080/08911762.2022.2113949
Nayyer Naseem, Attila Yaprak
Abstract This study explores the extent of direct and mediated influence of consumer affinity and perceived value on consumers’ purchase intentions, in the realm of global brands. Using attitude theory and the elaboration likelihood model as conceptual anchors, a theory-driven model is tested in a between-subject design. Findings reveal that consumer affinity has a substantial and direct influence, while perceived value has a substantial mediated influence, with dominating affective component of the attitude. Perceived value has a stronger influence than consumer affinity on purchase intentions, but consumer aspirations make affinities stronger. These findings advance the consumer behavior literature and enhance managerial decision-making in market segmentation, targeting, and positioning contexts.
{"title":"Do consumers follow their heart or mind when purchasing global brands? Empirical insights","authors":"Nayyer Naseem, Attila Yaprak","doi":"10.1080/08911762.2022.2113949","DOIUrl":"https://doi.org/10.1080/08911762.2022.2113949","url":null,"abstract":"Abstract This study explores the extent of direct and mediated influence of consumer affinity and perceived value on consumers’ purchase intentions, in the realm of global brands. Using attitude theory and the elaboration likelihood model as conceptual anchors, a theory-driven model is tested in a between-subject design. Findings reveal that consumer affinity has a substantial and direct influence, while perceived value has a substantial mediated influence, with dominating affective component of the attitude. Perceived value has a stronger influence than consumer affinity on purchase intentions, but consumer aspirations make affinities stronger. These findings advance the consumer behavior literature and enhance managerial decision-making in market segmentation, targeting, and positioning contexts.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"42 - 66"},"PeriodicalIF":0.0,"publicationDate":"2022-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49068640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-25DOI: 10.1080/08911762.2022.2116376
Oguzhan Essiz, Sidar Yurteri, Carter Mandrik, Aysu Senyuz
Abstract Concern for the environment is widespread and consumers generally hold favorable values toward green consumption; however, they often struggle to translate these values into actual green consumption behaviors. This so-called “green gap” has attracted much research interest in recent years, yet questions remain regarding the factors that may influence it and what form this influence takes. Taking the cognitive view in studying green consumption, we seek to shed light on the green gap by empirically testing the roles of risk aversion and subjective knowledge as potential moderators of the green value-action disparity. Proposing a moderated moderation model, we additionally explore the categorical interaction effect of gender differences with risk aversion and subjective knowledge in predicting green purchase behaviors. Using structured survey data (N = 328), we demonstrate that consumers lower in general risk aversion and higher in green subjective knowledge have greater consistency between their values and behaviors in the green consumption context. Further, we reveal a conditional interaction effect of gender in which women were less risk-averse and more knowledgeable than men, resulting in greater green value-behavior consistency. Our study contributes to the growing body of research on sustainable consumption by offering psychographic explanations for the inconsistency between what consumers say and do when it comes to green purchasing. Implications of this study encourage consumer researchers, global managers, and public policy makers, when developing green marketing programs or when seeking to strengthen the green value-action relationship in general, to consider how risk aversion and subjective knowledge may interact with gender differences.
{"title":"Exploring the Value-Action Gap in Green Consumption: Roles of Risk Aversion, Subjective Knowledge, and Gender Differences","authors":"Oguzhan Essiz, Sidar Yurteri, Carter Mandrik, Aysu Senyuz","doi":"10.1080/08911762.2022.2116376","DOIUrl":"https://doi.org/10.1080/08911762.2022.2116376","url":null,"abstract":"Abstract Concern for the environment is widespread and consumers generally hold favorable values toward green consumption; however, they often struggle to translate these values into actual green consumption behaviors. This so-called “green gap” has attracted much research interest in recent years, yet questions remain regarding the factors that may influence it and what form this influence takes. Taking the cognitive view in studying green consumption, we seek to shed light on the green gap by empirically testing the roles of risk aversion and subjective knowledge as potential moderators of the green value-action disparity. Proposing a moderated moderation model, we additionally explore the categorical interaction effect of gender differences with risk aversion and subjective knowledge in predicting green purchase behaviors. Using structured survey data (N = 328), we demonstrate that consumers lower in general risk aversion and higher in green subjective knowledge have greater consistency between their values and behaviors in the green consumption context. Further, we reveal a conditional interaction effect of gender in which women were less risk-averse and more knowledgeable than men, resulting in greater green value-behavior consistency. Our study contributes to the growing body of research on sustainable consumption by offering psychographic explanations for the inconsistency between what consumers say and do when it comes to green purchasing. Implications of this study encourage consumer researchers, global managers, and public policy makers, when developing green marketing programs or when seeking to strengthen the green value-action relationship in general, to consider how risk aversion and subjective knowledge may interact with gender differences.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"67 - 92"},"PeriodicalIF":0.0,"publicationDate":"2022-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44207501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-20DOI: 10.1080/08911762.2022.2101410
A. Khare, Pradeep Kautish
Abstract Entertainment has been recognized as a critical element in mall retailing. Mall management marketing strategies combine functional and emotional elements to draw shoppers to the mall. The current study analyzed the influence of hedonic and utilitarian shopping values on consumers’ attitudes toward the entertainment, pleasure, and fun dimensions of mall events and their impact on Indian consumers’ attitudes toward malls. The study employed a mall-intercept technique for data collection in fifteen malls across India. The findings categorized shopping values as a recreational, adventure, and utilitarian; while, mall events were conceptualized using Babin et al. s’ (1994) shopping motives typology (viz., escape, exploration, social, epistemic, and flow). Mall events encompassed product promotions, celebrity shows, and product launch activities. The hedonic shopping value (recreational and adventure), and utilitarian shopping values influenced attitudes toward mall events and consequently, mall commitment. Mall managers should organize mall activities that combine both hedonic and utilitarian aspects of shopping. Mall events should emphasize the recreational, fun, curiosity, social, and utilitarian elements in mall shopping to improve mall commitment.
{"title":"The Role of Shopping Values and Consumer Attitudes toward Mall Events","authors":"A. Khare, Pradeep Kautish","doi":"10.1080/08911762.2022.2101410","DOIUrl":"https://doi.org/10.1080/08911762.2022.2101410","url":null,"abstract":"Abstract Entertainment has been recognized as a critical element in mall retailing. Mall management marketing strategies combine functional and emotional elements to draw shoppers to the mall. The current study analyzed the influence of hedonic and utilitarian shopping values on consumers’ attitudes toward the entertainment, pleasure, and fun dimensions of mall events and their impact on Indian consumers’ attitudes toward malls. The study employed a mall-intercept technique for data collection in fifteen malls across India. The findings categorized shopping values as a recreational, adventure, and utilitarian; while, mall events were conceptualized using Babin et al. s’ (1994) shopping motives typology (viz., escape, exploration, social, epistemic, and flow). Mall events encompassed product promotions, celebrity shows, and product launch activities. The hedonic shopping value (recreational and adventure), and utilitarian shopping values influenced attitudes toward mall events and consequently, mall commitment. Mall managers should organize mall activities that combine both hedonic and utilitarian aspects of shopping. Mall events should emphasize the recreational, fun, curiosity, social, and utilitarian elements in mall shopping to improve mall commitment.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"25 - 41"},"PeriodicalIF":0.0,"publicationDate":"2022-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42870111","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-27DOI: 10.1080/08911762.2022.2087580
Syed Shah Alam, Mohammad Masukujjaman, Md. Shohel Sayeed, N. Omar, A. Ayob, Wan Mohd Hirwani WAN HUSSAIN
Abstract The main objective of this study is to identify the factors that affect consumers’ intention to use AR for their online buying context. This study integrated three theories with additional constructs of perceived enjoyment and personal innovativeness. Data was collected through a personal-administered questionnaire from 265 respondents. In this study, PLS based Structural Equation Modeling was used to analyze the data. The study results show that all the estimated relationships were found significant and positive except the relationship between social identity and attitude, social identity and perceived usefulness, and personal innovativeness and perceived ease of use. Attitude significantly and positively mediates the association between two constructs of the Technology Acceptance Model (TAM) and behavioral intention. The findings of this study also reveal that self-efficacy significantly moderates the association between attitude and behavioral intention. This study validated a new model developed for examining the intention to use augmented reality in the online buying context. Here, a model is developed by integrating the Technology Acceptance Model (TAM), Social Identity Theory, and Self-identity Theory with additional constructs of perceived enjoyment and personal innovativeness. This study will contribute to the knowledge extension of using augmented reality in the online buying context.
{"title":"Modeling Consumers’ Usage Intention of Augmented Reality in Online Buying Context: Empirical Setting with Measurement Development","authors":"Syed Shah Alam, Mohammad Masukujjaman, Md. Shohel Sayeed, N. Omar, A. Ayob, Wan Mohd Hirwani WAN HUSSAIN","doi":"10.1080/08911762.2022.2087580","DOIUrl":"https://doi.org/10.1080/08911762.2022.2087580","url":null,"abstract":"Abstract The main objective of this study is to identify the factors that affect consumers’ intention to use AR for their online buying context. This study integrated three theories with additional constructs of perceived enjoyment and personal innovativeness. Data was collected through a personal-administered questionnaire from 265 respondents. In this study, PLS based Structural Equation Modeling was used to analyze the data. The study results show that all the estimated relationships were found significant and positive except the relationship between social identity and attitude, social identity and perceived usefulness, and personal innovativeness and perceived ease of use. Attitude significantly and positively mediates the association between two constructs of the Technology Acceptance Model (TAM) and behavioral intention. The findings of this study also reveal that self-efficacy significantly moderates the association between attitude and behavioral intention. This study validated a new model developed for examining the intention to use augmented reality in the online buying context. Here, a model is developed by integrating the Technology Acceptance Model (TAM), Social Identity Theory, and Self-identity Theory with additional constructs of perceived enjoyment and personal innovativeness. This study will contribute to the knowledge extension of using augmented reality in the online buying context.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"1 - 24"},"PeriodicalIF":0.0,"publicationDate":"2022-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46670590","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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