Project description:Gamification is a developing trend that can work on customers' motivation and performance in online business areas. Notwithstanding, it is still vigorously debated as there is a continuous conversation inside the gamification community about whether individual gamification elements may really weaken or improve on customers' intrinsic and extrinsic motivations as well as the effect on the consumer's perceived enjoyment and purchase intention. The study uses a questionnaire survey as the research method. A total of 310 questionnaires were distributed, and after the data screening, 302 sets were valid data. The data analysis for this study was analyzed by using SPSS and Smart-PLS. The findings of this study show that intrinsic and extrinsic gaming elements affect consumers' purchase intention in gamification. This study shows how extrinsic gaming elements such as points, badges, feedback and challenges are affecting customers' perceived enjoyment. Furthermore, intrinsic gaming elements such as leaderboards, levels, avatars, and privacy control are affecting customers' perceived enjoyment. It also shows that perceived enjoyment positively affects purchase intention and mediates the relationship between intrinsic and extrinsic gaming elements and purchase intention. Additionally, it shows that promotion focus negatively moderates the relationship between intrinsic elements and perceived enjoyment. This study presents a new research model to explore the effect of extrinsic and intrinsic elements in gamification on purchase intention. The results of this research may help game designers to identify the right design features for the right customers, which has important practical implications for online business development.
Project description:This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing the study of non-traditional elements like buying impulse, compatibility, and self-efficacy in online stores, contrasting relationships in a cross-cultural environment. The proposed model is tested from quantitative research with a sample of 584 online consumers in Colombia and Spain. The following statistical analyses were conducted: CFA, structural equations, measurement instrument invariance, and multi-group analysis with EQS 6.3 software. The study reveals that self-efficacy in online stores is a key factor in adopting electronic commerce above the cultures studied. Also, there is significant evidence that proves the moderating effect of national culture on several relationships of the model proposed. Results highlight the importance of national culture to understand impulsive buying behavior. The article presents several considerations toward the main elements to generate online purchase intention among consumers in an emerging country and finds substantial differences with consumers in a developed country. Practical implications are made for companies to adopt online channels and expand internationally.
Project description:The music industry has undergone tremendous changes in relation to its production, distribution, and consumption habits due to the exponential development of new technologies, namely streaming platforms. The fact that sales of physical copies continue to decline significantly made it mandatory for this industry to reinvent itself by introducing music streaming services as a key part of its business development. This study aims to understand the factors that influence music consumption through streaming platforms, particularly studying the intention to adopt premium (paid) versions of a music streaming service and recommend them. An extension of the UTAUT2 model (version of the Unified Theory of Acceptance and Use of Technology, applied to the consumer side) was created. Based on data collected from 324 music streaming services users, the framework of this study was tested using structural equation modelling (SEM). Research also included in-depth semi-structured interviews in order to generate a more profound knowledge about the profile, behaviours and motivations of the new music consumer. Our findings confirm that habit, performance expectancy and price value play the most important role in influencing the intention to use a paid music streaming service. Simultaneously, new dimensions such as personalisation, attitude towards piracy and perceived freemium-premium fit arise as having an additional relevant role in adopting this type of service. The research contributes insights into music streaming services consumer behaviour, providing several theoretical and practical implications to music streaming services providers.
Project description:This research performs three experiments to investigate the influence mechanisms of identity cues in product reviews on consumers' purchase intention, and to examine the effects of reference groups. The results indicate that: (1) identity cues in positive reviews have a significant positive impact on consumers' purchase intention, while identity cues in negative reviews have a significant negative impact on consumers' purchase intention; in addition, identity cues play a greater role in amplifying the impact of negative reviews on purchase intention; (2) emotional social support has a mediating role in the relationship between reviewers' identity cues and purchase intention, while informational social support and review credibility only play significant mediating roles under all positive reviews scenario; and (3) identity cues of dissociative groups have a negative impact on purchase intention, whereas identity cues of in-groups or aspirational groups have a positive impact on the purchase intention. These findings complement existing research on online reviews and offer insights into the management and strategic oversight of product reviews for e-commerce platforms and merchants.
Project description:COVID-19 is a viral disease also comprehended as a coronavirus pandemic that has compelled the world to revisit business strategies to encounter COVID-19 challenges. Over the last decade, ample research has been accomplished on corporate social responsibility (CSR) and circular economy. Nevertheless, a key research gap requires to be filled that how CSR can perform a foremost role in engaging stakeholders like consumers during the COVID-19 era. Drawing from the stakeholder theory, this research endeavors to probe CSR's impact on green purchase intention (GPI) with mediating role of green psychology (GP). Data for the study were gathered from mainland China employing convenience sampling and examined by utilizing SEM (Structural Equation Model). First, the study indicated a direct relationship between CSR and GPI as well as between CSR and GP within three streams, i.e., green trust (GT), green satisfaction (GS), and green perceived value (GPV). It is found that GT, GS, and GPV positively influence GPI whereas the positive mediating relationships of each GP factor were autonomously observed between CSR and GPI, respectively. This research can improve the understanding of the enterprises about consumers and how incorporating green activities may enhance consumers' GPI and GP during the COVID-19 pandemic. This study addresses numerous interesting and insightful implications for strategic management together with certain possibilities for prospective researchers.
Project description:PurposeThe Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students.MethodologyThe study was conducted against 538 valid respondents. The results of the survey were interpreted with the structural equation modeling method. Quantitative data were obtained using a five-point Likert scale. Initially, confirmatory factor analyses and reliability analysis were performed, respectively in order to determine the validity and reliability of the scale.FindingsAs a result of the analyses, it has been empirically proven that an online flow state, which is a momentary phenomenon, helps online e-commerce websites build customer satisfaction and customer loyalty indirectly through customer experience. These results are partly parallel with those in the extant literature.OriginalityThis study is significant in the literature in that, as opposed to the extant literature, online flow state is found to influence customer satisfaction and customer loyalty rather indirectly via moderating effect of customer experience. Additionally, it is the first to incorporate customer satisfaction along with customer loyalty as a new construct affected by online flow state and customer experience. The results also have important managerial implications.
Project description:It is becoming increasingly important for marketers to use online broadcast media and interactive media simultaneously. In this paper, three studies were conducted to explain the mechanism inherent in a synergistic effect. We ran Study 1 to test the synergistic effect of online broadcast media and interactive media on purchase behavior. We conducted Study 2 (synergistic vs. non-synergistic groups) to test the differences between the groups. Study 2 was a 2 (interference vs. no interference terms) × 2 (synergistic vs. non-synergistic groups) experiment to test whether the interaction between online broadcast media and interactive media is a necessary condition for the synergistic effect. Finally, Study 3 was conducted to test the difference in the level of information processing between online broadcast media and interactive media as a necessary condition for the synergistic effect. We designed a 2 (questioning vs. not questioning) × 2 (synergistic vs. non-synergistic groups) experiment to examine the difference between the groups. The results show that online broadcast media and interactive media have a synergistic effect on consumer purchase intention and memory. Study 1 shows that participants in the synergistic group had a higher purchase intention than participants in the non-synergistic group. Study 2 revealed a significant cognition interaction effect on product memory between online broadcast media and interactive media. Finally, in Study 3, the difference in the information processing level between broadcast media and interactive media had a significant synergistic effect on product memory.
Project description:Effective implementation of sustainable biomass projects requires active participation and public acceptance to supply and transport biomass feedstock. Therefore, this study aims to identify and measure the factors encouraging the public to participate actively in biomass projects and suggest strategies to increase their participation. This study started with a systematic literature review and conceptual model development by integrating the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) models. In addition, this study considers other relevant and significant variables such as education level, environmental concern, experience, information, and self-transcendence values. This study employed purposive sampling to target corn farmers and wood artisans in Banyuwangi. Then, data analysis was conducted on 75 collected questionnaires (75% response rate) using Partial Least Square-Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0. The result of hypothesis testing showed that 13 of the 18 proposed hypotheses are significantly supported; one hypothesis is significant with a different direction from the study proposed, and four are not significantly supported. According to the PLS-SEM calculation, the most influential factor for Intention (INT) is Perceived Behavioral Control (PBC). The study indicates that people will most likely participate in a biomass project by supplying or transporting biomass feedstock if they can devote their time or resources. This study's results offer crucial insights for the power generation industry and policymakers regarding implementing sustainable biomass projects, equipping them with actionable insights to increase public participation.
Project description:Social media had made significant effect on the tourism and hospitality industry. Among diverse types of social media platforms, short video apps (SVA) represented by TikTok or Douyin had brought great changes to the tourism industry. As new mobile technology platform, short video apps had changed the way for user to obtain travel information, make traveling plans and share the travel experience. Considering the new technology of SVA and the influence in tourism, this research aims to explore the SVA users' behavior intentions and the adopting of SVA for making travel decision. Therefore, the new SVA-TAM model is proposed based on the technology acceptance model (TAM), including two new variables: electronic word of mouth (eWOM) and electronic trust (eTrust). An online survey was conducted to short video apps users. PLS-SEM was implemented for data and structural equations analysis of the final obtained 302 samples. In terms of the relationship between variables, this study found that user perceptions of SVA on usefulness and ease of use are powerful predictors of attitudes toward using SVA for travel planning, which maintains consistency with the outcome of previous TAM studies. Additionally, eWOM and eTrust positively influence user attitudes toward using SVA for travel planning even for destination decisions. Therefore, the short video apps should be taken into consideration for tourism marketing and destination branding owes to the effect on the potential users' behavior intentions.
Project description:E-commerce is a result of the most recent technological advancements which has liberated trade on a global scale and further facilitated the communication of information. The purpose of this study is to research the differences in the usage of e-commerce among individuals living in regions of different levels of development in Türkiye and to determine the relationship between demographic, economic and personal characteristics and the e-commerce usage of individuals. In this study, the micro data set obtained from the Household Information Technologies Use Survey was used. Binary logistic regression analysis was used to determine the factors related to the e-commerce usage of individuals. As a result of the study, it was detected that the variables; education level, level of income, age, gender, occupation, social media use, engagement in information search about products and services online, engagement in selling products or services online, use of online banking, and e-government use are related to e-commerce usage. The study found that the variables affecting e-commerce usage differ by region. It is necessary to expand the internet by improving the information and communication technology infrastructure in low development regions to facilitate the development the use of e-commerce in these regions. Therefore, when looking for information on e-commerce, relevant regional initiatives should be considered. In developing countries, expanding e-commerce to low development areas requires more than just facilitating access to the internet.