Augmented Reality serves as a marketing strategy for businesses but investigation of the quality factors of AR in the beauty industry of developing countries, is still in its early stages. The motive is to investigates the impact of the quality characteristics of Augmented Reality on customers’ behavior intentions, considering parallel and serial mediation of Visual appeal and Arousal, using Information System success model. Data has been obtained from 594 respondents and analyzed using SPSS22.0 and AMOS.V.24. Structural equation modelling analysis was used to uncover the hypothesised relationships in the research model. System quality and Vividness strongly influence behavior intention. Visual appeal and Arousal both parallelly and serially mediated AR quality elements’ effect on Behavior intention. The results demonstrated full mediation between content quality and behavior intention and partial mediation between quality characteristics (system quality and vividness) and behavior intention. Study can be implemented in the fashion industry of developing countries, that have their websites and use AR technology to have a positive behavior intention of consumers towards their products. Through AR, consumers will have an enhanced and captivating experience as a consumer will feel how after applying these products she will look. Study can assist beauty brands in the fashion industry in promoting their products and engaging consumers towards their brand products. Study adds to the pertinent body of knowledge as the use of AR technology has been undergoing a significant shift specifically in fashion industry in emerging nations like India. Study evaluates the parallel and serial mediating effect of visual appeal and arousal on AR quality factors and behavior intention using IS success model. This study closes the gap between improving AR qualities and providing industry implications aimed at enhancing AR features to boost positive consumer behaviors.
增强现实技术是企业的一种营销策略，但对发展中国家美容业中增强现实技术质量因素的调查仍处于早期阶段。本研究的目的是利用信息系统成功模型，考虑视觉吸引力和唤醒的并行和串行中介作用，研究增强现实技术的质量特征对顾客行为意向的影响。数据来自 594 名受访者，并使用 SPSS22.0 和 AMOS.V.24 进行了分析。结构方程模型分析用于揭示研究模型中的假设关系。系统质量和生动性对行为意向有很大影响。视觉吸引力和唤醒度平行且连续地调节了 AR 质量要素对行为意向的影响。研究结果表明，内容质量与行为意向之间存在完全中介作用，质量特征（系统质量和生动性）与行为意向之间存在部分中介作用。该研究可在发展中国家的时尚产业中实施，这些国家的时尚产业都有自己的网站，并使用 AR 技术来使消费者对其产品产生积极的行为意向。通过 AR 技术，消费者将获得更强、更吸引人的体验，因为消费者将感受到使用这些产品后自己的外观。这项研究可以帮助时尚界的美容品牌推广其产品，吸引消费者购买其品牌产品。这项研究为相关知识体系增添了新的内容，因为 AR 技术的使用正在发生重大转变，尤其是在印度等新兴国家的时尚行业。研究利用 IS 成功模型评估了视觉吸引力和唤醒对 AR 质量因素和行为意向的并行和串行中介效应。这项研究弥补了提高 AR 质量之间的差距，并提供了旨在增强 AR 功能以促进积极消费行为的行业启示。
{"title":"Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model","authors":"Satinder Kumar, Dipti Malhotra","doi":"10.1515/roms-2024-0036","DOIUrl":"https://doi.org/10.1515/roms-2024-0036","url":null,"abstract":"\u0000 Augmented Reality serves as a marketing strategy for businesses but investigation of the quality factors of AR in the beauty industry of developing countries, is still in its early stages. The motive is to investigates the impact of the quality characteristics of Augmented Reality on customers’ behavior intentions, considering parallel and serial mediation of Visual appeal and Arousal, using Information System success model. Data has been obtained from 594 respondents and analyzed using SPSS22.0 and AMOS.V.24. Structural equation modelling analysis was used to uncover the hypothesised relationships in the research model. System quality and Vividness strongly influence behavior intention. Visual appeal and Arousal both parallelly and serially mediated AR quality elements’ effect on Behavior intention. The results demonstrated full mediation between content quality and behavior intention and partial mediation between quality characteristics (system quality and vividness) and behavior intention. Study can be implemented in the fashion industry of developing countries, that have their websites and use AR technology to have a positive behavior intention of consumers towards their products. Through AR, consumers will have an enhanced and captivating experience as a consumer will feel how after applying these products she will look. Study can assist beauty brands in the fashion industry in promoting their products and engaging consumers towards their brand products. Study adds to the pertinent body of knowledge as the use of AR technology has been undergoing a significant shift specifically in fashion industry in emerging nations like India. Study evaluates the parallel and serial mediating effect of visual appeal and arousal on AR quality factors and behavior intention using IS success model. This study closes the gap between improving AR qualities and providing industry implications aimed at enhancing AR features to boost positive consumer behaviors.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796605","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}
Sohail Ahmad, Li Liang, Ahmad Iqbal, Irshad Hussain Sarki
Abstract In the dynamic landscape of the fashion industry, cultivating brand loyalty has become a challenging endeavour, intensified by the competitive realm of social media. This study addresses the crucial problem of fostering brand loyalty in the digital era by employing authenticity as a strategic weapon. Using an integrated Stimulus-Organism-Response (SOR) framework and social presence theory, we explore the diverse impact of social media marketing activity (SMMa) on brand authenticity and brand loyalty. Through empirical analysis of data from 365 consumers engaging with global fashion brands on social media, we find a direct and significant impact of SMMa on brand authenticity and brand loyalty. Brand authenticity partially mediates the relationship between SMMa and brand loyalty. While self-congruence does not moderate the effects, the research highlights the importance of authenticity in shaping effective brand strategies on social platforms. The implications of these findings are valuable for fashion marketers, guiding them in creating authentic brand images and fostering enduring customer relationships in the competitive world of digital marketing.
{"title":"Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty","authors":"Sohail Ahmad, Li Liang, Ahmad Iqbal, Irshad Hussain Sarki","doi":"10.1515/roms-2023-0118","DOIUrl":"https://doi.org/10.1515/roms-2023-0118","url":null,"abstract":"Abstract In the dynamic landscape of the fashion industry, cultivating brand loyalty has become a challenging endeavour, intensified by the competitive realm of social media. This study addresses the crucial problem of fostering brand loyalty in the digital era by employing authenticity as a strategic weapon. Using an integrated Stimulus-Organism-Response (SOR) framework and social presence theory, we explore the diverse impact of social media marketing activity (SMMa) on brand authenticity and brand loyalty. Through empirical analysis of data from 365 consumers engaging with global fashion brands on social media, we find a direct and significant impact of SMMa on brand authenticity and brand loyalty. Brand authenticity partially mediates the relationship between SMMa and brand loyalty. While self-congruence does not moderate the effects, the research highlights the importance of authenticity in shaping effective brand strategies on social platforms. The implications of these findings are valuable for fashion marketers, guiding them in creating authentic brand images and fostering enduring customer relationships in the competitive world of digital marketing.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141678264","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}
Focussing on consumer behaviour analysis derived from the changes in Information and Communications Technology (ICT), the purpose of this study is to analyse the primary content factors that influence consumers’ attitudes and behavioural intentions in the hospitality industry. The present study is the first to investigate how benefits (happiness and perceived immersion) and sacrifices (trust and changes in habits) can predict consumers’ attitudes of acceptance and willingness to pay for artificially intelligent (AI) luxurious resort applications (apps). The researchers employed structural equation modelling to analyse the relationship between technology adoption and specific factors that influence customers’ perceived value in the hospitality industry. The research aims to expand on the theory of the Value Adoption Model (VAM). Based on the findings, AI-powered apps for high-end resorts have a tendency to boost tourists’ confidence and willingness to use and pay for these apps, as well as increase their perceived value. Happiness has an impact on behavioural intentions, while perceived immersion and changes in habits influence the outcomes related to intentions to ultimately accept and purchase them. The findings can benefit both ICT and the hospitality industry. Managers in the ICT industry should collaborate with researchers in service management who are exploring the challenges of technology adoption. Managerial implications and recommendations for future research are extensively provided.
{"title":"Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications","authors":"Dimitra Skandali, Anastasios Magoutas, Georgios Tsourvakas","doi":"10.1515/roms-2023-0099","DOIUrl":"https://doi.org/10.1515/roms-2023-0099","url":null,"abstract":"\u0000 Focussing on consumer behaviour analysis derived from the changes in Information and Communications Technology (ICT), the purpose of this study is to analyse the primary content factors that influence consumers’ attitudes and behavioural intentions in the hospitality industry. The present study is the first to investigate how benefits (happiness and perceived immersion) and sacrifices (trust and changes in habits) can predict consumers’ attitudes of acceptance and willingness to pay for artificially intelligent (AI) luxurious resort applications (apps). The researchers employed structural equation modelling to analyse the relationship between technology adoption and specific factors that influence customers’ perceived value in the hospitality industry. The research aims to expand on the theory of the Value Adoption Model (VAM). Based on the findings, AI-powered apps for high-end resorts have a tendency to boost tourists’ confidence and willingness to use and pay for these apps, as well as increase their perceived value. Happiness has an impact on behavioural intentions, while perceived immersion and changes in habits influence the outcomes related to intentions to ultimately accept and purchase them. The findings can benefit both ICT and the hospitality industry. Managers in the ICT industry should collaborate with researchers in service management who are exploring the challenges of technology adoption. Managerial implications and recommendations for future research are extensively provided.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140998196","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}
Consumers can spend their money on material or experiential purchases with important affective and social implications. Consequently, the present study had two objectives, to examine the influence of the type of purchase, experiential versus material, on the construction of meaningful memories prospectively and retrospectively; and to examine the positive influence of this interpretation in terms of anticipated social connection and nostalgia and reliving intentions. Four experiments were conducted. The results of study 1 showed that experiential purchases were interpreted prospectively as more meaningful memories, and were positively related to social connectedness. Experiments 2 and 3 showed that experiential purchases and special experiential purchases were interpreted as more meaningful memories and were positively related to nostalgia. The last experiment showed that special purchases were interpreted as more meaningful memories, leading to greater nostalgia.
{"title":"The Prospection and Retrospection of Experiential Purchases as More Meaningful Memories: Social and Affective Implications","authors":"Rogelio Puente‐Díaz, J. Cavazos‐Arroyo","doi":"10.1515/roms-2023-0107","DOIUrl":"https://doi.org/10.1515/roms-2023-0107","url":null,"abstract":"\u0000 Consumers can spend their money on material or experiential purchases with important affective and social implications. Consequently, the present study had two objectives, to examine the influence of the type of purchase, experiential versus material, on the construction of meaningful memories prospectively and retrospectively; and to examine the positive influence of this interpretation in terms of anticipated social connection and nostalgia and reliving intentions. Four experiments were conducted. The results of study 1 showed that experiential purchases were interpreted prospectively as more meaningful memories, and were positively related to social connectedness. Experiments 2 and 3 showed that experiential purchases and special experiential purchases were interpreted as more meaningful memories and were positively related to nostalgia. The last experiment showed that special purchases were interpreted as more meaningful memories, leading to greater nostalgia.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":"173 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140730926","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}
The consumption of ivory has been a significant subject in both sustainable consumption and (un)ethical consumption studies, as it not only poses a threat to endangered species but also to environmental biodiversity and sustainability. The purpose of this study is to investigate how individual cultural values influence the behavior of ivory consumption in the Chinese context. This research first reviewed recent studies on ivory purchases in China to gain an understanding of this topic. Then, theoretical frameworks, including Hofstede’s (1984. “Cultural Dimensions in Management and Planning.” Asia Pacific Journal of Management 1 (2): 81–99, 1998. Masculinity and Femininity: The Taboo Dimension of National Cultures. Thousand Oaks: Sage Publications, 2001. Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed. Thousand Oaks: Sage Publications.) cultural dimensions and the theory of planned behavior (TPB; Ajzen 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50 (2): 179–211.), were applied for conceptual model and hypotheses development. To test the hypotheses, a total of 600 responses were collected in China using the Qualtrics market research service, and 575 usable responses were employed for the Structural Modeling Analysis (SEM) data analysis. Our findings suggest that ivory purchase intention is impacted by both power distance and collectivism, whether through a direct path or indirect influence on attitude towards ivory purchasing. Our findings suggest that both power distance and collectivism are negatively associated with negative attitudes toward ivory purchase and positively associated with purchase intention. Moreover, uncertainty avoidance is positively related to negative attitudes toward ivory purchase, but is not directly linked to ivory purchase intention. The research identified the main factors driving ivory purchases in China and developed behavior change strategies through targeted interventions. These strategies can be implemented across different cultures and in other sustainable conservation initiatives.
象牙消费一直是可持续消费和（非）道德消费研究中的一个重要课题，因为它不仅对濒危物种构成威胁，也对环境的生物多样性和可持续性构成威胁。本研究旨在探讨在中国背景下，个人文化价值观如何影响象牙消费行为。本研究首先回顾了近期有关中国购买象牙的研究，以了解这一主题。然后，研究人员采用了一些理论框架，包括霍夫斯泰德（1984 年）的 "管理与规划中的文化维度"（Cultural Dimensions in Management and Planning）。"管理与规划中的文化维度"。亚太管理杂志》1 (2)：81-99, 1998.男性气质与女性气质：民族文化的禁忌维度》。Thousand Oaks：Sage Publications, 2001.Culture's Consequences：文化的后果：比较不同国家的价值观、行为、制度和组织》，第二版，千橡树出版社，2001 年：文化维度和计划行为理论（TPB; Ajzen 1991."计划行为理论"。Organizational Behavior and Human Decision Processes 50 (2)：179-211.），用于概念模型和假设的开发。为了验证假设，我们使用 Qualtrics 市场调研服务在中国共收集了 600 份问卷，其中 575 份可用问卷用于结构建模分析（SEM）数据分析。我们的研究结果表明，无论是通过直接路径还是间接影响购买象牙的态度，权力距离和集体主义都会对象牙购买意向产生影响。我们的研究结果表明，权力距离和集体主义都与购买象牙的负面态度负相关，而与购买意向正相关。此外，不确定性规避与购买象牙的消极态度呈正相关，但与购买象牙的意向没有直接联系。研究确定了推动中国人购买象牙的主要因素，并通过有针对性的干预措施制定了行为改变策略。这些策略可以在不同文化背景和其他可持续保护活动中实施。
{"title":"Reduction of Ivory Product Purchase in China: The Role of Cultural Values on Ethical Consumption","authors":"Ge Xiao, Han Ma, HyeRyeon Lee","doi":"10.1515/roms-2023-0023","DOIUrl":"https://doi.org/10.1515/roms-2023-0023","url":null,"abstract":"\u0000 The consumption of ivory has been a significant subject in both sustainable consumption and (un)ethical consumption studies, as it not only poses a threat to endangered species but also to environmental biodiversity and sustainability. The purpose of this study is to investigate how individual cultural values influence the behavior of ivory consumption in the Chinese context. This research first reviewed recent studies on ivory purchases in China to gain an understanding of this topic. Then, theoretical frameworks, including Hofstede’s (1984. “Cultural Dimensions in Management and Planning.” Asia Pacific Journal of Management 1 (2): 81–99, 1998. Masculinity and Femininity: The Taboo Dimension of National Cultures. Thousand Oaks: Sage Publications, 2001. Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed. Thousand Oaks: Sage Publications.) cultural dimensions and the theory of planned behavior (TPB; Ajzen 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50 (2): 179–211.), were applied for conceptual model and hypotheses development. To test the hypotheses, a total of 600 responses were collected in China using the Qualtrics market research service, and 575 usable responses were employed for the Structural Modeling Analysis (SEM) data analysis. Our findings suggest that ivory purchase intention is impacted by both power distance and collectivism, whether through a direct path or indirect influence on attitude towards ivory purchasing. Our findings suggest that both power distance and collectivism are negatively associated with negative attitudes toward ivory purchase and positively associated with purchase intention. Moreover, uncertainty avoidance is positively related to negative attitudes toward ivory purchase, but is not directly linked to ivory purchase intention. The research identified the main factors driving ivory purchases in China and developed behavior change strategies through targeted interventions. These strategies can be implemented across different cultures and in other sustainable conservation initiatives.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":"2 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139591985","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}
Abstract Customer citizenship behaviors (CCBs) allow firms to boost their performance and competitiveness, but little is known about the impact of customer perceived justice (CPJ) in frontline service encounters on different key dimensions of target-based CCBs. Drawing on the stimulus-organism-response framework and theories of equity and social exchange, the present investigation developed an integrative framework to explore how CPJ influences target-based CCBs in the after-sales service field. Using survey data collected from 368 smartphone customers in China, structural equation modeling via AMOS v. 24 was employed to empirically examine the hypotheses. The findings revealed that CPJ positively impacted the behavior to help other customers and provide feedback to the company. Customer trust and affective commitment mediated the links between CPJ and target-based CCBs, respectively. The findings hold theoretical and practical implications for strategically managing CPJ and target-based CCBs in frontline service encounters.
{"title":"The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment","authors":"Ahmed Hassaan Ali, Jing Song","doi":"10.1515/roms-2022-0063","DOIUrl":"https://doi.org/10.1515/roms-2022-0063","url":null,"abstract":"Abstract Customer citizenship behaviors (CCBs) allow firms to boost their performance and competitiveness, but little is known about the impact of customer perceived justice (CPJ) in frontline service encounters on different key dimensions of target-based CCBs. Drawing on the stimulus-organism-response framework and theories of equity and social exchange, the present investigation developed an integrative framework to explore how CPJ influences target-based CCBs in the after-sales service field. Using survey data collected from 368 smartphone customers in China, structural equation modeling via AMOS v. 24 was employed to empirically examine the hypotheses. The findings revealed that CPJ positively impacted the behavior to help other customers and provide feedback to the company. Customer trust and affective commitment mediated the links between CPJ and target-based CCBs, respectively. The findings hold theoretical and practical implications for strategically managing CPJ and target-based CCBs in frontline service encounters.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45513350","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}
Abstract The creation of a consideration set, which constitutes a cluster of brands that a consumer contemplates buying from, plays a vital role in purchasing behavior. An understanding of its composition aids in the development of effective marketing strategies. However, existing research does not sufficiently explore brand convergence in the consideration set across consumers (BCCS). This study explored variations in BCCS according to whether the purchase is intended for self-use or as a gift, as well as the nature of the product (utilitarian or hedonic). A questionnaire survey involving 1219 participants provided data for empirical analysis. The findings revealed a higher BCCS for purchases made for self with respect to utilitarian products such as ballpoint pens, whereas hedonic products such as chocolates showed a higher BCCS when purchased for others than for self. These findings offer new insights into the underexplored area of BCCS; they suggest that desired assortment size should be tailored according to purchase intent and the nature of the targeted product (utilitarian or hedonic).
{"title":"Unveiling Brand Convergence in Consideration Sets: The Effects of Purchase for Self or Others and Product Nature","authors":"Fumiaki Kikuchi","doi":"10.1515/roms-2023-0036","DOIUrl":"https://doi.org/10.1515/roms-2023-0036","url":null,"abstract":"Abstract The creation of a consideration set, which constitutes a cluster of brands that a consumer contemplates buying from, plays a vital role in purchasing behavior. An understanding of its composition aids in the development of effective marketing strategies. However, existing research does not sufficiently explore brand convergence in the consideration set across consumers (BCCS). This study explored variations in BCCS according to whether the purchase is intended for self-use or as a gift, as well as the nature of the product (utilitarian or hedonic). A questionnaire survey involving 1219 participants provided data for empirical analysis. The findings revealed a higher BCCS for purchases made for self with respect to utilitarian products such as ballpoint pens, whereas hedonic products such as chocolates showed a higher BCCS when purchased for others than for self. These findings offer new insights into the underexplored area of BCCS; they suggest that desired assortment size should be tailored according to purchase intent and the nature of the targeted product (utilitarian or hedonic).","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43548320","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}
Abstract Considering the advancement of technology, companies need to update their knowledge regarding consumer behavior and try to adapt to these changes to stay profitable. Therefore, this study aims to investigate the relative importance of market segmentation categories when assessing consumers’ online buying behavior. The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus and have online shopping experience. The results were analyzed using the Analytic Hierarchy Process (AHP) methodology by Expert Choice software. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behavior. However, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. Managers are encouraged to target their consumers based on the essential categories since running marketing campaigns and advertising costs money and time. They can also benefit from the results of this study and apply more target-oriented segmentation strategies to enhance their companies’ performance. This paper provides a pioneering instrument to assess the relative importance of market segmentation categories in online market.
{"title":"Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP","authors":"Elham Sekandari, Iman Aghaei","doi":"10.1515/roms-2023-0027","DOIUrl":"https://doi.org/10.1515/roms-2023-0027","url":null,"abstract":"Abstract Considering the advancement of technology, companies need to update their knowledge regarding consumer behavior and try to adapt to these changes to stay profitable. Therefore, this study aims to investigate the relative importance of market segmentation categories when assessing consumers’ online buying behavior. The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus and have online shopping experience. The results were analyzed using the Analytic Hierarchy Process (AHP) methodology by Expert Choice software. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behavior. However, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. Managers are encouraged to target their consumers based on the essential categories since running marketing campaigns and advertising costs money and time. They can also benefit from the results of this study and apply more target-oriented segmentation strategies to enhance their companies’ performance. This paper provides a pioneering instrument to assess the relative importance of market segmentation categories in online market.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48785082","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}
Abstract The several benefits of e-payment for consumers, businesses, and economies make decreasing or ideally eliminating the use of cash an important concern of governments and policymakers. In several emerging countries, there is substantial evidence that using bank cards for payment in retail Point-Of-Sale is still less popular than cash, especially for small-value purchases. Attitudinal factors are amongst the major understudied motives of bank card payment behavior. Little is known about the effects of perceived benefits of bank card use on trust and the subsequent outputs of this trust. Building on the Technology Acceptance Model and the Theory of Planned Behavior, this research proposes and empirically tests a model explaining the roles of perceived benefits and security in affecting consumer trust and the consequent effect of trust on consumers’ attitudes toward bank card payment. This attitude is supposed to build continued usage of bank cards for in-store payment. Respondents were approached in real conditions where the experience of payment in retail Point-Of-Sale occurs. A questionnaire was administered face-to-face with respondents surveyed before they left several small retail stores such as grocery stores, convenience stores, and minimarkets in Southeast Tunisia. The PLS-SEM results show that consumers have built up trust because of their perceived benefits and security of bank card payments. Trust has a positive effect on consumers’ attitudes toward bank cards. The positive attitude persuades consumers to use bank cards for payment purposes at Point-Of-Sale. The findings help inform the research community by elucidating the nature of the relationships between perceived benefits, perceived security, trust, attitude, and continued payment with bank cards in retail Point-Of-Sale. Governments, financial service providers, and businesses need to focus on developing valuable perceived benefits of using bank cards to increase trust, positive attitude, penetration, and continued customers’ usage of bank cards. This will benefit local and national economies by winning greater market share from cash. The Tunisian context is examined in this research. However, the results might be applied to many other in-developing countries.
{"title":"Further Insight into the Usage of Bank Cards Over Cash at the Point-of-Sale?","authors":"S. Ettis","doi":"10.1515/roms-2022-0059","DOIUrl":"https://doi.org/10.1515/roms-2022-0059","url":null,"abstract":"Abstract The several benefits of e-payment for consumers, businesses, and economies make decreasing or ideally eliminating the use of cash an important concern of governments and policymakers. In several emerging countries, there is substantial evidence that using bank cards for payment in retail Point-Of-Sale is still less popular than cash, especially for small-value purchases. Attitudinal factors are amongst the major understudied motives of bank card payment behavior. Little is known about the effects of perceived benefits of bank card use on trust and the subsequent outputs of this trust. Building on the Technology Acceptance Model and the Theory of Planned Behavior, this research proposes and empirically tests a model explaining the roles of perceived benefits and security in affecting consumer trust and the consequent effect of trust on consumers’ attitudes toward bank card payment. This attitude is supposed to build continued usage of bank cards for in-store payment. Respondents were approached in real conditions where the experience of payment in retail Point-Of-Sale occurs. A questionnaire was administered face-to-face with respondents surveyed before they left several small retail stores such as grocery stores, convenience stores, and minimarkets in Southeast Tunisia. The PLS-SEM results show that consumers have built up trust because of their perceived benefits and security of bank card payments. Trust has a positive effect on consumers’ attitudes toward bank cards. The positive attitude persuades consumers to use bank cards for payment purposes at Point-Of-Sale. The findings help inform the research community by elucidating the nature of the relationships between perceived benefits, perceived security, trust, attitude, and continued payment with bank cards in retail Point-Of-Sale. Governments, financial service providers, and businesses need to focus on developing valuable perceived benefits of using bank cards to increase trust, positive attitude, penetration, and continued customers’ usage of bank cards. This will benefit local and national economies by winning greater market share from cash. The Tunisian context is examined in this research. However, the results might be applied to many other in-developing countries.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46172389","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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