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Int. J. Online Mark.最新文献

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Can Perceived Ease of Use Improve M-Commerce Adoption?: Role of Mobile Network Service Quality 感知易用性能提高移动商务的采用率吗?:移动网络服务质量的作用
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299394
K. Sharma, Pankaj Madan
{"title":"Can Perceived Ease of Use Improve M-Commerce Adoption?: Role of Mobile Network Service Quality","authors":"K. Sharma, Pankaj Madan","doi":"10.4018/ijom.299394","DOIUrl":"https://doi.org/10.4018/ijom.299394","url":null,"abstract":"In India, e-commerce sector is rising at an enormous pace, but even larger share is in the hands of offline retailers till now. A unique type of consumer behaviour has been seen because of the simple accessibility of the internet, where the customer searches for products and its information on the internet and then buys them offline. With this the researcher is here analysing the mediating effect of perceived ease of use on adoption of M-commerce services with the usage of advance mobile network generations. Data were collected from 616 respondents by making stratas of respondents in such a way that different telecom users who are doing online transactions were taken. Data were analysed by using Structural Equation Modeling technique and it was examined that the mediator (perceived ease of use) has a great impact on M-commerce adoption.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"81 3-4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123431742","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}
引用次数: 2
Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers: An Empirical Case Study on Smartphone Brands 社交媒体营销活动通过消费者权益驱动因素对购买意愿的影响:基于智能手机品牌的实证研究
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299402
Radhika Aggarwal, Sanjiv Mittal
{"title":"Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers: An Empirical Case Study on Smartphone Brands","authors":"Radhika Aggarwal, Sanjiv Mittal","doi":"10.4018/ijom.299402","DOIUrl":"https://doi.org/10.4018/ijom.299402","url":null,"abstract":"In the light of growing interest and usage of social networking sites, smartphones, and internet availability, this study aims to analyze the impact of social media marketing activities on the purchase intentions of the customer via customer equity drivers- relationship equity, value equity and, brand equity in the context of the smartphone industry. An online survey was conducted with a total of 343 respondents who were active users of social media. The collected data were analyzed using structural equation modeling. The findings of the study revealed that interactivity was the most important dimension of social media marketing activities (SMMAs) and personalization and e-WOM being the second one. SMMAs were found to have a significant impact on customer equity drivers and value equity and brand equity were positively related to the purchase intentions of the customers. The findings of the study will help managers to develop SMMA strategies and boosting future sales by influencing the purchase intentions of the customers through perceived SMMA.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131664606","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}
引用次数: 2
A Systematic Analysis of Content Structural Efficiency for Estimating Higher Educational Institution Engagement Over Facebook 基于内容结构效率的高等教育机构Facebook参与度评估系统分析
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299396
Prakrit Saikia, H. Barman
{"title":"A Systematic Analysis of Content Structural Efficiency for Estimating Higher Educational Institution Engagement Over Facebook","authors":"Prakrit Saikia, H. Barman","doi":"10.4018/ijom.299396","DOIUrl":"https://doi.org/10.4018/ijom.299396","url":null,"abstract":"The purpose of this research article is to examine the Facebook content themes and structural efficiency of higher education institutions in order to understand how these factors influence engagement. The sample consisted of 4703 Facebook posts from the top ten most popular Indian and global higher education institution pages. The platform engagement options were used to categorize audience reactions, while structural attributes were examined in accordance with applicable theory using a negative binomial regression model. Factor analysis and descriptive metrics were used to evaluate theme efficacy. The findings highlight the significance of developing a comprehensive assessment of content structural efficiency. The paper presents a number of evidence-based recommendations for projecting and estimating content performance. This study adds to the body of knowledge by first merging the content subject with its structural parts. Previously, the content theme was thought to be a qualitative unit.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128534894","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}
引用次数: 0
Effect of Social Media Personalization on Brand Strength: A Study of the Brand Advertised on Facebook 社交媒体个性化对品牌实力的影响:基于Facebook广告的品牌研究
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299401
Mahima Shukla, Rahul Gupta
{"title":"Effect of Social Media Personalization on Brand Strength: A Study of the Brand Advertised on Facebook","authors":"Mahima Shukla, Rahul Gupta","doi":"10.4018/ijom.299401","DOIUrl":"https://doi.org/10.4018/ijom.299401","url":null,"abstract":"Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction, increase sales in a reduced advertising budget. This research is an attempt to measure the impact of personalized advertisement on customers' social media account. This empirical research develops and tests a conceptual model using the structural modeling technique of the data collected from Facebook users, who have seen any personalized advertisement of the preferred brand on their Facebook account. Results suggest that personalized advertisement of the brand in customers' social media accounts is positively related to brand experience. Brand experience is also positively related to brand equity and mediates the relationship between perceived personalization and customer-based brand equity. Both brand experience and brand equity collectively enhance the brand strength of the brand advertised on Facebook.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134521599","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}
引用次数: 0
Does Personality Influence the Frequency of Online Purchase Behavior? 个性是否影响在线购买行为的频率?
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299398
A. Ayob, S. D. M. Wahid, N. Omar
{"title":"Does Personality Influence the Frequency of Online Purchase Behavior?","authors":"A. Ayob, S. D. M. Wahid, N. Omar","doi":"10.4018/ijom.299398","DOIUrl":"https://doi.org/10.4018/ijom.299398","url":null,"abstract":"Scholars have acknowledged the influence of personality traits on individuals’ behavior. However, the effect of personality on (repetitive) online purchase behavior remains under-explored. This is a considerable deficit in knowledge because a marketing paradigm has shifted its interest to examine strategies for attracting new buyers as well as retaining existing customers. To further the understanding of this issue, this paper attempts to examine the relationship between the Big Five personality traits — openness, conscientiousness, extraversion, agreeableness, and neuroticism — and the frequency of online purchases among 386 university students in Malaysia. Through a Structural Equation Modelling analysis, we found that extraversion, agreeableness, and neuroticism were positively related with the frequency of online purchases. In contrast, openness and conscientiousness showed no significant effect. Overall, this research suggests that marketers should target buyers with certain personality traits because they are likely to use online platforms more often for purchasing items.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"223 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116155788","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}
引用次数: 1
Determinants of Online Purchase Intention of Apparel Products in Lebanon 黎巴嫩服装产品在线购买意愿的决定因素
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.288422
R. Mostafa, Hassan Naim Hannouf
{"title":"Determinants of Online Purchase Intention of Apparel Products in Lebanon","authors":"R. Mostafa, Hassan Naim Hannouf","doi":"10.4018/ijom.288422","DOIUrl":"https://doi.org/10.4018/ijom.288422","url":null,"abstract":"This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117238189","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}
引用次数: 4
Understanding the Intention to Use Virtual Currency in a Gamified E-Commerce Context 理解在游戏化电子商务环境中使用虚拟货币的意图
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.288425
Anoop George, M. Joy, Muhammad Sajid, S. MuhammedNowfal
{"title":"Understanding the Intention to Use Virtual Currency in a Gamified E-Commerce Context","authors":"Anoop George, M. Joy, Muhammad Sajid, S. MuhammedNowfal","doi":"10.4018/ijom.288425","DOIUrl":"https://doi.org/10.4018/ijom.288425","url":null,"abstract":"Gamification is all about using game features in a serious context to encourage people to use products or services. E-commerce has used gamification for marketing determinations to strengthen intent to use. Technology Acceptance Model is employed in the current study to investigate the intention to use gamified virtual currency in the Indian context. A survey was used to accumulate records from a random sample of relevant virtual currency users in an e-commerce context using a quantitative approach. Structural equation modeling (SEM) is expended for data analysis in this research. This empirical research shows the incremental impact of the users' perceptions of the ease of use and usefulness on intention to use virtual currency. The variable attitude seems to be not mediating significantly. There are also discussions, restrictions, and future research directions mentioned in this study","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115665838","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}
引用次数: 1
Exploring the Impact of E-Marketing on Consumers' Online Cognitive and Affective Tendencies in Developing Nations: How to Win Over Digital Consumers in the Digital Era 探讨网络营销对发展中国家消费者网络认知和情感倾向的影响:如何在数字时代赢得数字消费者
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299397
Abdul Waheed, Nargis Afzal, M. Shahzad, Farrah Arif, Muhammmad Usman, Yasir Rashid
{"title":"Exploring the Impact of E-Marketing on Consumers' Online Cognitive and Affective Tendencies in Developing Nations: How to Win Over Digital Consumers in the Digital Era","authors":"Abdul Waheed, Nargis Afzal, M. Shahzad, Farrah Arif, Muhammmad Usman, Yasir Rashid","doi":"10.4018/ijom.299397","DOIUrl":"https://doi.org/10.4018/ijom.299397","url":null,"abstract":"Consumers have become smarter therefore smart techniques are required to grab their paramount interest toward a particular product or service. Since advanced information communications technologies (ICTs) have radically changed the business operations whereas marketing paradigm is also dramatically transformed the promotional tactics by utilizing innovative ICTs. Corporate and researchers still believe that more work is required to unveil the role of evolving ICTs in boosting the marketing communications to attract the consumers in today’s era. Our study investigates the nexus between e-marketing (eM) model and consumers’ impulsive buying tendencies (IBTs) using two core streams, i.e., cognitive and affective tendencies drawing on theory of planned behavior (TPB). The key findings illustrated that eM has positive influence on consumers’ IBTs (i.e., cognitive and affective). In addition, comprehensive linkages affirmed the positive connection of each dimension of eM, i.e., mobile marketing, email marketing, and internet marketing on consumer’s IBTs.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"125 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131489722","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}
引用次数: 0
Online Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviews 在线零售商店社区参与及其对在线评论背景下购买意愿的影响
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.288424
C. Peters, C. D. Bodkin
{"title":"Online Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviews","authors":"C. Peters, C. D. Bodkin","doi":"10.4018/ijom.288424","DOIUrl":"https://doi.org/10.4018/ijom.288424","url":null,"abstract":"Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133255204","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}
引用次数: 2
Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes 在线大规模定制流程中的流体验与消费者支付意愿
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.288423
Nur Ozer Canarslan, Gulfidan Baris
{"title":"Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes","authors":"Nur Ozer Canarslan, Gulfidan Baris","doi":"10.4018/ijom.288423","DOIUrl":"https://doi.org/10.4018/ijom.288423","url":null,"abstract":"This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115904086","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}
引用次数: 1
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