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Indian Journal of Marketing最新文献

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Understanding Leisure Vacation Travel Intention of Indian Vacationers Amidst Coronavirus Disease (COVID-19) 了解印度度假者在冠状病毒疾病（新冠肺炎）期间的休闲度假旅行意图
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-04-13 DOI: 10.17010/ijom/2022/v52/i4/164109
Kshitija Pandey, Sujata Joshi
This study aimed to elicit the critical factors influencing Indian domestic vacationers' travel intention for leisure vacation destination choice amidst COVID-19. The study proposed a new model based on the theory of planned behaviour (TPB), expanding it by adding contextual variables like perceived risk, perceived knowledge of COVID-19, and information search behaviour. The study used a quantitative approach using online social media platforms and emails of 312 respondents to analyze and test the hypotheses using IBM SPSS and AMOS tools. The results indicated that physical and functional risk negatively influenced attitude;whereas, psychological risk negatively influenced travel intention. Perceived knowledge of COVID-19 significantly influenced travel intention. Attitude strongly mediated subjective norms, perceived behavioral control, and perceived knowledge of COVID-19 to travel intention. This explains the strong implications for travel destination marketers for marketing safer destination choices to vacationers. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.
本研究旨在引出新冠肺炎期间影响印度国内度假者休闲度假目的地选择的关键因素。该研究提出了一种基于计划行为理论（TPB）的新模型，通过添加感知风险、新冠肺炎感知知识和信息搜索行为等情境变量来扩展该模型。该研究使用了定量方法，使用在线社交媒体平台和312名受访者的电子邮件，使用IBM SPSS和AMOS工具分析和测试假设。结果表明，身体和功能风险对态度有负面影响；而心理风险对旅行意向有负面影响。对新冠肺炎的认知显著影响旅行意向。态度强烈介导了主观规范、感知行为控制和感知新冠肺炎知识对旅行意图的影响。这就解释了旅游目的地营销人员向度假者推销更安全目的地选择的强烈含义。©2022，Associated Management Consultants Pvt.有限公司。保留所有权利。
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引用次数: 0
A Short Communication : Monograph on Impulse Buying During the COVID-19 Pandemic 简短的交流:关于COVID-19大流行期间冲动购买的专著
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-04-13 DOI: 10.17010/ijom/2022/v52/i4/169110
Shaon Sen
This article collated various findings on consumers' impulse buying, specifically during the COVID-19 pandemic. A detailed literature review revealed interesting facts about the pre-studied antecedents of impulse buying. It is found that perceived risk, which is known to hinder consumers' impulse buying earlier, surprisingly appeared to facilitate consumer impulse buying during the infamous global pandemic. The shift happened due to the various psychological changes that consumers experienced during the pandemic. This research monograph is interested in documenting the findings on impulse buying during the pandemic because it is essential to understand consumer changes. The post-pandemic world of consumers' buying behavior and the pattern is likely to change. Researchers correctly pointed out to this concern that whether the changes that the pandemic has caused will sustain or not. Moreover, scholars have also estimated what changes are probable to appear in the consumers' buying process. This study extensively puts forward the detailed findings, facilitating researchers and practitioners to devise their course of action post the COVID-19 pandemic. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.
本文整理了关于消费者冲动购买的各种发现，特别是在COVID-19大流行期间。一项详细的文献综述揭示了一些有趣的事实，这些事实是关于预先研究的冲动购买的前因。研究发现，在臭名昭著的全球大流行期间，已知会阻碍消费者冲动购买的感知风险令人惊讶地似乎促进了消费者的冲动购买。这种转变是由于消费者在大流行期间经历了各种心理变化。本研究专著感兴趣的是记录大流行期间冲动购买的调查结果，因为这对了解消费者的变化至关重要。大流行后消费者的购买行为和模式可能会发生变化。研究人员正确地指出了这种担忧，即大流行引起的变化是否会持续下去。此外，学者们还估计了消费者购买过程中可能出现的变化。本研究广泛提出了详细的研究结果，为研究人员和从业人员制定COVID-19大流行后的行动方案提供了便利。©2022，联合管理顾问有限公司。版权所有。
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引用次数: 1
Multifaceted Destination Personality Traits : A Short Communication on Understanding from Tourists’ Perspective 多面性的目的地人格特征:旅游者视角下的理解交流
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-03-15 DOI: 10.17010/ijom/2022/v52/i3/168657
Sabari Shankar R., John Paul Raj V.
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引用次数: 0
Relationship Between Humor in Advertising and Attitude Towards Ads : A Meta-Analysis 广告幽默与广告态度关系的元分析
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-03-15 DOI: 10.17010/ijom/2022/v52/i3/160366
Simran Kaur, Dheeraj Nim, Shamily Jaggi
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引用次数: 0
Strategizing Marketing Mix for Business Sustainability of Ethiopian MSEs 埃塞俄比亚中小企业可持续发展的营销组合策略
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-03-15 DOI: 10.17010/ijom/2022/v52/i3/168655
K. Meher, Gemechu Geda Hamato
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引用次数: 1
Influence of Use of Different Media on Political Attitude and Political Participation 不同媒体使用对政治态度和政治参与的影响
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-03-15 DOI: 10.17010/ijom/2022/v52/i3/168656
M. Kaur, ra Verma
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引用次数: 0
Millennials’ Online Purchase Intention Towards Consumer Electronics : Empirical Evidence from India 千禧一代对消费类电子产品的网上购买意愿：来自印度的经验证据
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-02-14 DOI: 10.17010/ijom/2022/v52/i2/168154
Hemantkumar P. Bulsara, P. Vaghela
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引用次数: 1
Impact of the Pandemic on Consumer Behavior and Business Strategy in India 流行病对印度消费者行为和商业战略的影响
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-02-14 DOI: 10.17010/ijom/2022/v52/i2/168152
Reetika Jain
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引用次数: 0
A Study on Travelers’ Motivation to Provide Online Reviews 旅行者提供在线评论的动机研究
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-02-14 DOI: 10.17010/ijom/2022/v52/i2/164156
C. Thakur, T. S. Vijay, Tapas Kumar Chatterjee
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引用次数: 0
How Demographic Factors Impact Consumers’ Product Choice During Online Shopping : An Empirical Study of Tier-III Markets 人口因素对消费者网络购物产品选择的影响:基于三线市场的实证研究
Q3 Business, Management and Accounting
Indian Journal of Marketing
Pub Date : 2022-02-14 DOI: 10.17010/ijom/2022/v52/i2/168153
Snehal Chincholkar, Vandana Sonwaney
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引用次数: 0
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