Pub Date : 2022-12-21DOI: 10.7172/2449-6634.jmcbem.2022.2.2
J. Pawlak
Consumer opinion and behavior research plays an important role in the development of the market of specifi c products. Currently, research in the fi eld of consumer behavior towards organic food, which is gaining popularity on the Polish market whose production is in line with the concept of sustainable development and the European Green Deal related to it, is of particular importance. The aim of the study was to analyze the opinion and behaviors of consumers as regards organic fruit and vegetables and the promotion of these products as a determinant of them. The data for the analyzes came from empirical research conducted in Lublin at the turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week). The respondents most often purchased these products in specialized stores – with organic food. According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthy and safe, and produced using environmentally friendly methods. The most important factors infl uencing the increase in purchases and consumption and thus the development of the market for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without signifi cance.
{"title":"Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland","authors":"J. Pawlak","doi":"10.7172/2449-6634.jmcbem.2022.2.2","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.2.2","url":null,"abstract":"Consumer opinion and behavior research plays an important role in the development of the market of specifi c products. Currently, research in the fi eld of consumer behavior towards organic food, which is gaining popularity on the Polish market whose production is in line with the concept of sustainable development and the European Green Deal related to it, is of particular importance. The aim of the study was to analyze the opinion and behaviors of consumers as regards organic fruit and vegetables and the promotion of these products as a determinant of them. The data for the analyzes came from empirical research conducted in Lublin at the turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week). The respondents most often purchased these products in specialized stores – with organic food. According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthy and safe, and produced using environmentally friendly methods. The most important factors infl uencing the increase in purchases and consumption and thus the development of the market for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without signifi cance.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"30 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133170096","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 : 2022-12-21DOI: 10.7172/2449-6634.jmcbem.2022.2.4
Miriam-Miri Retief, B. Jacobs, A. Fiore
Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors (positive mood, hedonic motivations, consumer innovativeness) aff ect young consumers’ impulse intention toward visiting pop-up stores in the South African context. Survey data was collected from a convenient sample of 461 students from two universities in South Africa via a self-administered questionnaire. Multiple regression analysis revealed that (a) external factors related to the characteristics of innovation (i.e., compatibility and low complexity), (b) exterior store design, and (c) the internal factor, consumer innovativeness, had a signifi cant influence on consumers’ impulse intentions to visit pop-up shops. The study examined pop-up retail through the lens of impulse behaviour in an emerging market. The study contributes to the understanding of factors influencing the success of pop-up stores in emerging markets. In particular, the understanding of the factors that lead to impulse intentions towards pop-up retail, which has been overlooked in research.
{"title":"Factors Influencing Young Consumers’ Impulse Intentions Toward Visiting Pop-Up Stores in South Africa","authors":"Miriam-Miri Retief, B. Jacobs, A. Fiore","doi":"10.7172/2449-6634.jmcbem.2022.2.4","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.2.4","url":null,"abstract":"Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors (positive mood, hedonic motivations, consumer innovativeness) aff ect young consumers’ impulse intention toward visiting pop-up stores in the South African context. Survey data was collected from a convenient sample of 461 students from two universities in South Africa via a self-administered questionnaire. Multiple regression analysis revealed that (a) external factors related to the characteristics of innovation (i.e., compatibility and low complexity), (b) exterior store design, and (c) the internal factor, consumer innovativeness, had a signifi cant influence on consumers’ impulse intentions to visit pop-up shops. The study examined pop-up retail through the lens of impulse behaviour in an emerging market. The study contributes to the understanding of factors influencing the success of pop-up stores in emerging markets. In particular, the understanding of the factors that lead to impulse intentions towards pop-up retail, which has been overlooked in research.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130343871","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 : 2022-12-21DOI: 10.7172/2449-6634.jmcbem.2022.2.3
L. Chikazhe, Charles Makanyeza
Globally, there is increased customer mobility and competition within the higher education sector. As such, university management and administration practices should consider academic satisfaction, quality and loyalty as important factors to influence graduate job performance. The study was conducted to see if self-perceived job performance had a role in mediating the effect of academic satisfaction and perceived academic quality on academic loyalty. Data was collected from 714 respondents using a cross-sectional survey. The covariance-based structural equation modelling was used to test the hypotheses. According to the study results, self-perceived job performance partially mediates the effect of both academic satisfaction and academic quality on academic loyalty. The study findings emphasise the importance of graduate quality and satisfaction in influencing loyalty. Thus, the higher education sector should take cognisance of self-perceived job performance as this also influences academic loyalty.
{"title":"Self-Perceived Job Performance as a Mediator of the Effects of Academic Satisfaction and Quality on Loyalty","authors":"L. Chikazhe, Charles Makanyeza","doi":"10.7172/2449-6634.jmcbem.2022.2.3","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.2.3","url":null,"abstract":"Globally, there is increased customer mobility and competition within the higher education sector. As such, university management and administration practices should consider academic satisfaction, quality and loyalty as important factors to influence graduate job performance. The study was conducted to see if self-perceived job performance had a role in mediating the effect of academic satisfaction and perceived academic quality on academic loyalty. Data was collected from 714 respondents using a cross-sectional survey. The covariance-based structural equation modelling was used to test the hypotheses. According to the study results, self-perceived job performance partially mediates the effect of both academic satisfaction and academic quality on academic loyalty. The study findings emphasise the importance of graduate quality and satisfaction in influencing loyalty. Thus, the higher education sector should take cognisance of self-perceived job performance as this also influences academic loyalty.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129630859","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 : 2022-12-21DOI: 10.7172/2449-6634.jmcbem.2022.2.1
Izabela Kołaszewska, Agnieszka Kacprzak
The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children influencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children influencer videos were presented. The analysis of cognitive aspects of attitude showed that children have a higher level of awareness of product placement in infl uencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.
{"title":"The Attitude of Children and Parents Towards Children Influencers","authors":"Izabela Kołaszewska, Agnieszka Kacprzak","doi":"10.7172/2449-6634.jmcbem.2022.2.1","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.2.1","url":null,"abstract":"The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children influencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children influencer videos were presented. The analysis of cognitive aspects of attitude showed that children have a higher level of awareness of product placement in infl uencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131399805","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}
Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.
{"title":"Brand Love and Brand Forgiveness: An Empirical Study in Turkey","authors":"Merve Yanar Gürce, Petek Tosun, Güzide Öncü Eroğlu Pektaş","doi":"10.7172/2449-6634.jmcbem.2022.1.2","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.1.2","url":null,"abstract":"Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115454720","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 : 2022-04-12DOI: 10.7172/2449-6634.jmcbem.2022.1.1
Elizabeth Kempen, L. Christie
In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers’ reasons for purchasing a UHT line extension that was designed to include the word ‘enriched’ and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with diff erentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specifi c behavioural acts that positively or negatively infl uenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers’ approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers.
{"title":"Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension","authors":"Elizabeth Kempen, L. Christie","doi":"10.7172/2449-6634.jmcbem.2022.1.1","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.1.1","url":null,"abstract":"In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers’ reasons for purchasing a UHT line extension that was designed to include the word ‘enriched’ and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with diff erentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specifi c behavioural acts that positively or negatively infl uenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers’ approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122462205","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 : 2022-04-12DOI: 10.7172/2449-6634.jmcbem.2022.1.3
Beata Piątkowska
This study contributes to the value co-creation theory in the context of the new product development process. The aim of this study is a comparison of interactions that lead to creation of value on public social media. The considered interactions are at diff erent stages of the new product development process: an idea generation and product development (crowdsourcing) and post-launch (product off erings). The place where interactions take place is Facebook fan page of a Polish clothes manufacturer. The DART model of value co-creation is the framework of the comparison. The results show that interactions at the stage of ideation and product development phase attracted more attention from the social media users than post-launch ones. Interactions at the stage of idea generation phase encouraged social media users to communicate with other social media users. It was rare with post-launch activities in the form of product off ering. The study is qualitative, based on a case study of a Polish clothes manufacturer with the use of an indepth interview and netnography.
{"title":"Value Co-Creation on Public Social Media at Different Stages of the New Product Development Process. A Case Study of a Polish Clothes Manufacturer","authors":"Beata Piątkowska","doi":"10.7172/2449-6634.jmcbem.2022.1.3","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.1.3","url":null,"abstract":"This study contributes to the value co-creation theory in the context of the new product development process. The aim of this study is a comparison of interactions that lead to creation of value on public social media. The considered interactions are at diff erent stages of the new product development process: an idea generation and product development (crowdsourcing) and post-launch (product off erings). The place where interactions take place is Facebook fan page of a Polish clothes manufacturer. The DART model of value co-creation is the framework of the comparison. The results show that interactions at the stage of ideation and product development phase attracted more attention from the social media users than post-launch ones. Interactions at the stage of idea generation phase encouraged social media users to communicate with other social media users. It was rare with post-launch activities in the form of product off ering. The study is qualitative, based on a case study of a Polish clothes manufacturer with the use of an indepth interview and netnography.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120898660","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 : 2022-04-12DOI: 10.7172/2449-6634.jmcbem.2022.1.4
I. Rutkowski
Theoretical and empirical research reveals that despite implementing new product development and management best practices, many projects fail with new product strategies. But what if failure rates as high as 90% are true? This would mean that high costs of product innovation are incurred by many stakeholders who create a specifi c network of relationships, not just enterprises. The widespread belief that the new product failure rate is 90% is not supported by empirical evidence. The aim of the paper is to present the real market eff ects of new products, success and failure rates, from the point of view of food and non-food companies representing various industries. The research measures in the fi eld of marketing and sales eff ects of new products are also proposed. The method used in this paper is a literature review in the area of new product development and management. The author assumes that the review and conceptual nature of this research is dominant. Practical and social implications of the study, its originality concerns the results that provide the basis for the improvement of enterprises’ eff orts in the fi eld of a new product strategy. The limitations of the study include a complex character of considered theoretical constructs and they also concern the used secondary data sources on which the considerations in the article are based. The values of the paper refl ect the directions of enterprises’ conduct in the new food and nonfood product development process. Failure and success rates are in fact diffi cult to quantify. The research contribution to marketing sciences primarily includes the formulation of a set of real success and failure rates in food and non-food industries.
{"title":"Success and failure rates of new food and non-food products introduced on the market","authors":"I. Rutkowski","doi":"10.7172/2449-6634.jmcbem.2022.1.4","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2022.1.4","url":null,"abstract":"Theoretical and empirical research reveals that despite implementing new product development and management best practices, many projects fail with new product strategies. But what if failure rates as high as 90% are true? This would mean that high costs of product innovation are incurred by many stakeholders who create a specifi c network of relationships, not just enterprises. The widespread belief that the new product failure rate is 90% is not supported by empirical evidence. The aim of the paper is to present the real market eff ects of new products, success and failure rates, from the point of view of food and non-food companies representing various industries. The research measures in the fi eld of marketing and sales eff ects of new products are also proposed. The method used in this paper is a literature review in the area of new product development and management. The author assumes that the review and conceptual nature of this research is dominant. Practical and social implications of the study, its originality concerns the results that provide the basis for the improvement of enterprises’ eff orts in the fi eld of a new product strategy. The limitations of the study include a complex character of considered theoretical constructs and they also concern the used secondary data sources on which the considerations in the article are based. The values of the paper refl ect the directions of enterprises’ conduct in the new food and nonfood product development process. Failure and success rates are in fact diffi cult to quantify. The research contribution to marketing sciences primarily includes the formulation of a set of real success and failure rates in food and non-food industries.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133168120","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 : 2021-12-30DOI: 10.7172/2449-6634.jmcbem.2021.2.1
Charlene Eksteen, Michael Humbani
Although existing literature claims that consumers are ready for proximity mobile payments, the reality is that adoption is still low in South Africa. Service providers’ attempts to translate this potential into profi t is hindered by consumers’ perception of risks associated with proximity mobile payments. The purpose of this study was to investigate the perceived risk dimensions as possible inhibitors of proximity mobile payment adoption, as well as to investigate the role of gender diff erences, drawing from the perceived risk and push-pull theories. Using a convenience sample, data was collected from South African smartphone users, from whom 284 valid online surveys were obtained. The standard regression analysis reveals that fi nancial-security and performance risk are predictors of proximity mobile payment adoption, and that product risk is not a signifi cant predictor, at least in the South African context. The fi ndings also reveal that both genders feel more or less the same about the infl uence of risk factors on the adoption of mobile proximity payments, except for performance risk. The results also show that females are more concerned about the performance of proximity mobile payments than males. The study provides tangible insights that service providers and marketers can use to guide application development and communication with consumers. A contribution is also made to the limited empirical research on the infl uence of proximity mobile payment risks on adoption during crisis times.
{"title":"Understanding Proximity Mobile Payments Adoption in South Africa: A Perceived Risk Perspective","authors":"Charlene Eksteen, Michael Humbani","doi":"10.7172/2449-6634.jmcbem.2021.2.1","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.2.1","url":null,"abstract":"Although existing literature claims that consumers are ready for proximity mobile payments, the reality is that adoption is still low in South Africa. Service providers’ attempts to translate this potential into profi t is hindered by consumers’ perception of risks associated with proximity mobile payments. The purpose of this study was to investigate the perceived risk dimensions as possible inhibitors of proximity mobile payment adoption, as well as to investigate the role of gender diff erences, drawing from the perceived risk and push-pull theories. Using a convenience sample, data was collected from South African smartphone users, from whom 284 valid online surveys were obtained. The standard regression analysis reveals that fi nancial-security and performance risk are predictors of proximity mobile payment adoption, and that product risk is not a signifi cant predictor, at least in the South African context. The fi ndings also reveal that both genders feel more or less the same about the infl uence of risk factors on the adoption of mobile proximity payments, except for performance risk. The results also show that females are more concerned about the performance of proximity mobile payments than males. The study provides tangible insights that service providers and marketers can use to guide application development and communication with consumers. A contribution is also made to the limited empirical research on the infl uence of proximity mobile payment risks on adoption during crisis times.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128340661","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 : 2021-12-30DOI: 10.7172/2449-6634.jmcbem.2021.2.4
M. Ścibor-Rylski
Gamified market research tools help to increase respondents’ engagement and obtain more in- depth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the effect was significant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.
{"title":"The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research","authors":"M. Ścibor-Rylski","doi":"10.7172/2449-6634.jmcbem.2021.2.4","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.2.4","url":null,"abstract":"Gamified market research tools help to increase respondents’ engagement and obtain more in- depth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the effect was significant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125314545","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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