This study focuses on technological and selected psychological factors predicting the use of one-stop e-commerce platforms among Generation Y parents in Malaysia to purchase baby products. These platforms offer great convenience for parents as they can purchase almost anything at any time on one platform. Nevertheless, purchasing baby products is different because parents often prefer to physically inspect baby products and directly interact with the sales representatives for clarifications and assurance. Hence, the decision to use the one-stop e-commerce platforms rely on the parents’ confidence of the platforms. Generation Ys, now entering parenthood, has been found to be the largest contributor to the revenue of e-commerce platforms. Therefore, factors predicting their acceptance of the one-stop e-commerce platforms for baby product purchases is important for the platforms. The Technology Acceptance Model was employed in the study, incorporating the two main technology-related factors – perceived usefulness and perceived ease of use – as well as three psychological factors namely trust, perceived risk and perceived benefits in predicting the Gen Ys’ adoption of e-commerce platforms for baby product purchases. Self-administered questionnaire was employed resulting in 200 usable responses from Gen Ys, aged between 26-40. The results indicate that all factors significantly explained Gen Y’s decision to use one-stop e-commerce platforms. The perceived usefulness of the one-stop e-commerce platform technology emerged as the most predictive factor and thus should be emphasised by operators in fine-tuning their platform. Perceived risk negatively predicts purchases as hypothesized, with concerns about the inability to inspect products emerging as the key issue.
{"title":"USING ONE-STOP E-COMMERCE PLATFORMS FOR BABY PRODUCT PURCHASES: INSIGHTS ON GENERATION Y IN MALAYSIA","authors":"Lim Jo Ann, Shuhaida Md. Noor","doi":"10.31620/jccc.06.22/07","DOIUrl":"https://doi.org/10.31620/jccc.06.22/07","url":null,"abstract":"This study focuses on technological and selected psychological factors predicting the use of one-stop e-commerce platforms among Generation Y parents in Malaysia to purchase baby products. These platforms offer great convenience for parents as they can purchase almost anything at any time on one platform. Nevertheless, purchasing baby products is different because parents often prefer to physically inspect baby products and directly interact with the sales representatives for clarifications and assurance. Hence, the decision to use the one-stop e-commerce platforms rely on the parents’ confidence of the platforms. Generation Ys, now entering parenthood, has been found to be the largest contributor to the revenue of e-commerce platforms. Therefore, factors predicting their acceptance of the one-stop e-commerce platforms for baby product purchases is important for the platforms. The Technology Acceptance Model was employed in the study, incorporating the two main technology-related factors – perceived usefulness and perceived ease of use – as well as three psychological factors namely trust, perceived risk and perceived benefits in predicting the Gen Ys’ adoption of e-commerce platforms for baby product purchases. Self-administered questionnaire was employed resulting in 200 usable responses from Gen Ys, aged between 26-40. The results indicate that all factors significantly explained Gen Y’s decision to use one-stop e-commerce platforms. The perceived usefulness of the one-stop e-commerce platform technology emerged as the most predictive factor and thus should be emphasised by operators in fine-tuning their platform. Perceived risk negatively predicts purchases as hypothesized, with concerns about the inability to inspect products emerging as the key issue.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46946606","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}
Gamified interactions are extensively used in Language learning apps to make learning languages easier. Gamified interactions are the result of the game-like feature being used to co-create compelling experiences. However, there exists a lack of empirical studies on the efficiency of gamified interaction on brand engagement and brand relationships, which are the main constructs for assessing the métier and worth of the brand in the contemporary framework of language learning apps. The current study aims to fill the research gap by exploring the associations between gamified interaction features in Language learning apps, brand engagement, and brand-consumer relations quality parameters, namely Trust, Commitment and Satisfaction. The proposed conceptual model was validated utilizing the Partial least squares (PLS) structural equation model (SEM) with SmartPLS, using data collected from 152 respondents in March 2022 through an e-questionnaire. The findings showed that interacting with gamified achievement features influenced brand engagement positively and significantly; absorption and social interactions had a minor positive but negligible influence on brand engagement. Brand engagement exerted an affirmative substantial influence on Brand Trust, Commitment, and Satisfaction. Trust has a strong influence on Commitment; Commitment has an affirmative effect on brand satisfaction. These findings imply that gamified interactions may positively influence brand engagement and enhance brand-consumer relations quality in the context of Language learning apps. The theoretical and practical implications were discussed.
{"title":"GAMIFICATION INTERACTION FEATURES IN LANGUAGE LEARNING APPS, BRAND ENGAGEMENT, AND BRAND-CONSUMER RELATIONSHIP QUALITY","authors":"I. Alvi","doi":"10.31620/jccc.06.22/15","DOIUrl":"https://doi.org/10.31620/jccc.06.22/15","url":null,"abstract":"Gamified interactions are extensively used in Language learning apps to make learning languages easier. Gamified interactions are the result of the game-like feature being used to co-create compelling experiences. However, there exists a lack of empirical studies on the efficiency of gamified interaction on brand engagement and brand relationships, which are the main constructs for assessing the métier and worth of the brand in the contemporary framework of language learning apps. The current study aims to fill the research gap by exploring the associations between gamified interaction features in Language learning apps, brand engagement, and brand-consumer relations quality parameters, namely Trust, Commitment and Satisfaction. The proposed conceptual model was validated utilizing the Partial least squares (PLS) structural equation model (SEM) with SmartPLS, using data collected from 152 respondents in March 2022 through an e-questionnaire. The findings showed that interacting with gamified achievement features influenced brand engagement positively and significantly; absorption and social interactions had a minor positive but negligible influence on brand engagement. Brand engagement exerted an affirmative substantial influence on Brand Trust, Commitment, and Satisfaction. Trust has a strong influence on Commitment; Commitment has an affirmative effect on brand satisfaction. These findings imply that gamified interactions may positively influence brand engagement and enhance brand-consumer relations quality in the context of Language learning apps. The theoretical and practical implications were discussed.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42196784","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}
This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.
{"title":"IMPACT OF FIRM CREATED, AND USER GENERATED SOCIAL MEDIA COMMUNICATIONS ON CONSUMER-BRAND METRICS OF SMARTPHONES DURING COVID-19","authors":"Gursimranjit Singh, Arvind Kumar","doi":"10.31620/JCCC.06.22/11","DOIUrl":"https://doi.org/10.31620/JCCC.06.22/11","url":null,"abstract":"This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41881513","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 phenomenon of taking and sharing selfies on social networking sites (SNSs) has become pervasive in everyday life. This empirical study was carried out to investigate significant predictors of selfie-posting behavior. A web-based survey was conducted on social media users geographically located in Lucknow (India). A total of 1073 social media users participated in the survey. Structural Equation Modelling (SEM), an interdependence technique, was employed for the measurement and the structural relationship among the latent factors. The study confirmed that self-esteem and narcissism are significant predictors of selfie-posting behavior. However, exhibitionism is not a significant predictor of selfie-posting behavior. Moreover, self–esteem is also a significant predictor of narcissism. The findings of the present study underline that Facebook (26.3) per cent was a top platform for groupies selfie posting; similarly, WhatsApp (25.8) per cent was noted as the top platform for individual selfie posting.
{"title":"PREDICTING SELFIE-POSTING BEHAVIOR THROUGH SELF-ESTEEM, NARCISSISM AND EXHIBITIONISM AMONG INDIAN YOUNG YOUTH","authors":"Jamal Abdul Nasir Ansari, M. Azhar","doi":"10.31620/jccc.06.22/03","DOIUrl":"https://doi.org/10.31620/jccc.06.22/03","url":null,"abstract":"The phenomenon of taking and sharing selfies on social networking sites (SNSs) has become pervasive in everyday life. This empirical study was carried out to investigate significant predictors of selfie-posting behavior. A web-based survey was conducted on social media users geographically located in Lucknow (India). A total of 1073 social media users participated in the survey. Structural Equation Modelling (SEM), an interdependence technique, was employed for the measurement and the structural relationship among the latent factors. The study confirmed that self-esteem and narcissism are significant predictors of selfie-posting behavior. However, exhibitionism is not a significant predictor of selfie-posting behavior. Moreover, self–esteem is also a significant predictor of narcissism. The findings of the present study underline that Facebook (26.3) per cent was a top platform for groupies selfie posting; similarly, WhatsApp (25.8) per cent was noted as the top platform for individual selfie posting.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46945977","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}
This study aims to examine how user-generated content (UGC) in social media influences the travel decision of the travellers‟ using social media for choosing tourism destination and services. UGC is used by travellers before travelling while travelling and after travelling, which has primarily transformed the tourism and hospitality industry. The social media users‟ normally share their positive or negative reviews about their experience on destinations and services which influence the travellers in choosing tourism destination and services. So, the current study proposed to examine the information adoption behaviour of the travellers‟ using a conceptual model developed on the basis of the Information Adoption Model (IAM). This study has examined the influence of information quality, information credibility, and information usefulness on information adoption behaviour of the travellers‟ using structural equation modelling (SEM) based on surveys of 384 respondents from the National Capital Region, India. The finding of the study has established a positive relationship between the variables. Further, this study has presented theoretical and practical implications as well as recommendations for further research.
{"title":"THE INFLUENCE OF SOCIAL MEDIA ON USERS’ TRAVEL DECISION USING INFORMATION ADOPTION MODEL","authors":"Piali Haldar","doi":"10.31620/jccc.06.22/09","DOIUrl":"https://doi.org/10.31620/jccc.06.22/09","url":null,"abstract":"This study aims to examine how user-generated content (UGC) in social media influences the travel decision of the travellers‟ using social media for choosing tourism destination and services. UGC is used by travellers before travelling while travelling and after travelling, which has primarily transformed the tourism and hospitality industry. The social media users‟ normally share their positive or negative reviews about their experience on destinations and services which influence the travellers in choosing tourism destination and services. So, the current study proposed to examine the information adoption behaviour of the travellers‟ using a conceptual model developed on the basis of the Information Adoption Model (IAM). This study has examined the influence of information quality, information credibility, and information usefulness on information adoption behaviour of the travellers‟ using structural equation modelling (SEM) based on surveys of 384 respondents from the National Capital Region, India. The finding of the study has established a positive relationship between the variables. Further, this study has presented theoretical and practical implications as well as recommendations for further research.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42621825","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 use of social media is having an increasingly positive impact on tourism activities and the information available on social networks. The aim of this study is to investigate the opinions of social network users regarding their perceptions of social network use, social network communication, and social network information that influence the decision-making process of potential tourists when choosing a destination. The survey was conducted using an online questionnaire and the collected data was processed using the PLS-SEM method. The results show that the use of social networks, communication, and search for information in social networks influence the decision-making process when choosing a destination.
{"title":"SOCIAL NETWORKS INFLUENCE IN CHOOSING A TOURIST DESTINATION","authors":"A. Tanković, I. Bilić, Antonia Sohor","doi":"10.31620/jccc.06.22/02","DOIUrl":"https://doi.org/10.31620/jccc.06.22/02","url":null,"abstract":"The use of social media is having an increasingly positive impact on tourism activities and the information available on social networks. The aim of this study is to investigate the opinions of social network users regarding their perceptions of social network use, social network communication, and social network information that influence the decision-making process of potential tourists when choosing a destination. The survey was conducted using an online questionnaire and the collected data was processed using the PLS-SEM method. The results show that the use of social networks, communication, and search for information in social networks influence the decision-making process when choosing a destination.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47177177","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 bands are experiencing a change in the consumers' brand preferences pattern, where consumers are more prone to experience the product virtually using Metaverse. This descriptive study examined the antecedents (novelty, Interactivity, Vividness) of a brand's gamification marketing activities in the Metaverse and the impact on consumers' affective brand engagement. Also, this study explored the consumers' anticipated satisfaction and brand advocacy in the Metaverse. The conceptual model was analysed using SMART-PLS. The collected from more 9 countries were used to do the descriptive analysis. The finding suggests that brands can have more consumers' effective brand engagement and increase their virtual brand experience if they use gamification-based marketing activities in Metaverse.
{"title":"LET'S CONNECT IN METAVERSE. BRAND'S NEW DESTINATION TO INCREASE CONSUMERS' AFFECTIVE BRAND ENGAGEMENT & THEIR SATISFACTION AND ADVOCACY","authors":"Yousra Bousba, Vikas Arya","doi":"10.31620/jccc.06.22/19","DOIUrl":"https://doi.org/10.31620/jccc.06.22/19","url":null,"abstract":"The bands are experiencing a change in the consumers' brand preferences pattern, where consumers are more prone to experience the product virtually using Metaverse. This descriptive study examined the antecedents (novelty, Interactivity, Vividness) of a brand's gamification marketing activities in the Metaverse and the impact on consumers' affective brand engagement. Also, this study explored the consumers' anticipated satisfaction and brand advocacy in the Metaverse. The conceptual model was analysed using SMART-PLS. The collected from more 9 countries were used to do the descriptive analysis. The finding suggests that brands can have more consumers' effective brand engagement and increase their virtual brand experience if they use gamification-based marketing activities in Metaverse.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42311646","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}
Dyuty Firoz, Saeed Pahlevan Sharif, Nurlida Binti Ismail, Hong Kay Tze
Social media is becoming a growing research topic nowadays, especially in destination promotion, information search and prospective tourists‘ decision-making behaviours. Destination promo videos (DPVs), especially the online ones, are among the most important information sources of travel decision-making for their interactive and sharing features. This study examined the influence of the perceived informativeness of social media official DPVs (ODPVs), and their comments‘ positivity, on perceived destination risk and visiting intentions to risky destinations. The results showed that the of comments‘ positivity reduces perceived destination risks, and the respondents trust the online ODPV‘s perceived informativeness. Their trust made the perceived destination risks to be less. Lesser perceived destination risks improve behavioural intention in visiting there. This study results would be beneficial for those who are focusing their research on social media DPVs and their informativeness as part of their destination-promotion strategy, especially risky destinations.
{"title":"ONLINE OFFICIAL DESTINATION PROMO VIDEOS’ INFORMATIVENESS AND COMMENTS’ VALENCE’S EFFECT ON VISITING INTENTION TO RISKY DESTINATIONS","authors":"Dyuty Firoz, Saeed Pahlevan Sharif, Nurlida Binti Ismail, Hong Kay Tze","doi":"10.31620/jccc.06.22/12","DOIUrl":"https://doi.org/10.31620/jccc.06.22/12","url":null,"abstract":"Social media is becoming a growing research topic nowadays, especially in destination promotion, information search and prospective tourists‘ decision-making behaviours. Destination promo videos (DPVs), especially the online ones, are among the most important information sources of travel decision-making for their interactive and sharing features. This study examined the influence of the perceived informativeness of social media official DPVs (ODPVs), and their comments‘ positivity, on perceived destination risk and visiting intentions to risky destinations. The results showed that the of comments‘ positivity reduces perceived destination risks, and the respondents trust the online ODPV‘s perceived informativeness. Their trust made the perceived destination risks to be less. Lesser perceived destination risks improve behavioural intention in visiting there. This study results would be beneficial for those who are focusing their research on social media DPVs and their informativeness as part of their destination-promotion strategy, especially risky destinations.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45548569","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}
S. Tyagi, Ashulekha Gupta, Apoorva Bhatnagar, Nabila Ansari
This study tries to determine if social media argument quality, social media source credibility and perceived usefulness can predict information adoption by the user shared through social media platforms. Data was collected from 376 social media users through online surveys that helped gauge user behaviour. The results of the study revealed that perceived usefulness is not a predictor of information adoption. The results of the study revealed that perceived usefulness is not a predictor of information adoption but there is a significant relationship between information adoption and participatory behaviour especially when the information is shared through social media networks. The study would help its stakeholders understand the predictors of information adoption. It reveals the importance of the credibility of the source Moreover, the central point at issue is still argument quality. Acceptance of the information would lead to participatory behaviour by the user. In this study information exchange and user-generated content have both benefited from social networking.
{"title":"USER’S INVOLVEMENT IN THE INFORMATION FLOW PARADIGM ON SOCIAL NETWORKING SITES DURING COVID-19: A STRUCTURAL EQUATION MODELLING","authors":"S. Tyagi, Ashulekha Gupta, Apoorva Bhatnagar, Nabila Ansari","doi":"10.31620/JCCC.06.22/05","DOIUrl":"https://doi.org/10.31620/JCCC.06.22/05","url":null,"abstract":"This study tries to determine if social media argument quality, social media source credibility and perceived usefulness can predict information adoption by the user shared through social media platforms. Data was collected from 376 social media users through online surveys that helped gauge user behaviour. The results of the study revealed that perceived usefulness is not a predictor of information adoption. The results of the study revealed that perceived usefulness is not a predictor of information adoption but there is a significant relationship between information adoption and participatory behaviour especially when the information is shared through social media networks. The study would help its stakeholders understand the predictors of information adoption. It reveals the importance of the credibility of the source Moreover, the central point at issue is still argument quality. Acceptance of the information would lead to participatory behaviour by the user. In this study information exchange and user-generated content have both benefited from social networking.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44050493","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}
This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.
{"title":"MOBILE PAYMENT ADOPTION AMONG YOUTH: GENERATION Z AND DEVELOPING COUNTRY PERSPECTIVE","authors":"S. Purohit, Jaspreet Kaur, S. Chaturvedi","doi":"10.31620/jccc.06.22/14","DOIUrl":"https://doi.org/10.31620/jccc.06.22/14","url":null,"abstract":"This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48043884","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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