Indian Journal of Marketing最新文献

{"title":"Unearthing the Factors Behind Adoption of Electric Cars : An Indian Perspective","authors":"Ajay Chandel","doi":"10.17010/ijom/2023/v53/i9/173141","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i9/173141","url":null,"abstract":"Purpose : Electric cars have the potential to disrupt the existing automobile industry. Therefore, this study examined the factors influencing electric car adoption behavior among Indian car users. Methodology : Both exploratory and descriptive approaches were used to accomplish the stated objectives. The study was conducted in two phases. In phase one, a sample including 200 prospective electric car buyers was approached to understand the critical factors leading to adoption. In phase two, conjoint analysis was used to decipher the utilities drawn by 300 consumers from nine combinations of price, recharge time, and driving range as attributes selected after reviewing literature and an unstructured interaction with potential electric car buyers. Findings : The study indicated the three preferred combinations Indian consumers value the most when selecting an electric car. Practical Implications : Results could offer crucial information to decision-makers and producers of electric vehicles so they could introduce this cutting-edge technology into the Indian economy. The findings of this study, particularly the conjoint analysis, could be used by manufacturers to determine the relative relevance of features that increase utility. Originality : While the existing research was asymmetric and skewed toward understanding electric car adoption behavior in developed markets’ contexts, this study could decipher consumer behavior in relatively less discussed developing markets like India.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135687945","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}

{"title":"Sustainable Consumption : Consumer Behavior When Purchasing Sustainability-Labeled Food Products","authors":"Zainab Sharief, Anupama Panghal","doi":"10.17010/ijom/2023/v53/i8/172975","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i8/172975","url":null,"abstract":"Purpose : With growing concern about sustainability, consumers are trying to make sustainable purchase decisions. Sustainability labels are visual communicators of sustainability product information differentiating between conventional and sustainable products. Various studies reported positive consumer behavior toward sustainable consumption. This paper aimed to identify the factors influencing consumers’ behavior while purchasing sustainability-labeled food products and the moderating effect of the income variable. Methodology : For the study, five hypotheses were developed from relevant literature support to form a conceptual framework. Atotal of 498 Indian consumers participated in the survey. The variables selected for the study were validated by confirmatory factor analysis. The proposed model was examined using structural equation modeling. The correlation between constructs correlation was measured, and the overall model fit was validated. Confirmatory factor analysis was used to validate the variables selected for the study. Structural equation modeling was used to test the proposed model. Correlation among constructs was measured. Analysis of moment structure was used to assess the overall model fit. Findings : The study revealed that the five constructs, namely, purchase intention, awareness, environmental consciousness, moral obligations, and subjective norms, significantly influenced consumer behavior. Further, it was substantiated with a good model fit with consumer income as the moderating factor. The study supported the applicability of Ajzen’s theory of planned behavior. Practical Implications : The study’s findings will affect the food processing industry and third-party certification agencies. This study will guide policymakers by providing significant insights into consumer behavior toward sustainability-labeled food products. The study also provided suggestions to promote sustainability labels that are currently voluntary. Value : The proposed model in the study helped understand the Indian consumer behavior toward sustainability-labeled food products and promote sustainable consumption and production among various stakeholders of the food processing industry.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"114 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136241932","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}

{"title":"The Non-Fungible Token (NFT) Marketplace : Technological Innovation and Opportunities for Creators","authors":"A. C. Balaji, Padmakumar K., S. Anuradha","doi":"10.17010/ijom/2023/v53/i8/172973","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i8/172973","url":null,"abstract":"Purpose : The study concentrated on identifying several use cases for NFTs and analyzing their potential for creators in the marketplace. The purpose of this paper was to provide a foundational understanding of NFTs and their market applications. The current global market capitalization of NFTs is $40 billion, which is approaching the $50 billion global market capitalization of art. In India, Bollywood artists and athletes have their own NFT marketplaces to sell their merchandise. Methodology : The paper conceptually analyzed the use cases of NFTs and their market potential while emphasizing some trading-related issues. As the concept of NFTs is still in its infancy, there is a severe lack of research on NFT use cases. This paper attempted to resolve the lack of research in this field. Findings : NFT has the potential to create new opportunities for a creative market that has been hampered by a variety of factors related to issues of authentic ownership. NFTs enable artists to sell their products directly to all consumers. No matter how frequently an asset is transferred, NFTs provide secure transactions recorded on the blockchain. Due to the instantaneous global commerce of digital products, barriers no longer exist between artists and collectors. Creators may be eligible for royalties based on a percentage of future sales of their NFT artwork, depending on the terms of the licensing agreement. Practical Implications : NFTs have the ability to destabilize economies, cultures, and society as a whole. As with any new technology, NFTs have enabled the introduction of a new business model. Since there is no specific legal framework for NFTs in India, they are governed by contract law’s fundamental principles. Until cryptocurrencies are formally sanctioned, it is premature to estimate the impact of NFTs under the current circumstances. Originality : In contrast to previous research on NFTs, the current work expands upon conceptualizing NFTs and analyzes their market applications and issues.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135608018","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}

{"title":"Consumers’ Readiness and Acceptance of Beacon Technology","authors":"Ruchita Pangriya","doi":"10.17010/ijom/2023/v53/i8/172976","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i8/172976","url":null,"abstract":"Purpose : The objective of this study was to present an extended technology readiness and acceptance model for beacon technology. Predictions for beacons are optimistic; despite this fact, it is important to measure customers’ readiness and acceptance of this technology, as the failure rate of new product innovation is very high. Methodology : This study merged the technology acceptance model (TAM) and the technology readiness (TR) model for beacon technology. Atotal of five exogenous variables influenced five endogenous variables in this study. The five exogenous variables are optimism, innovativeness, insecurity, discomfort, and perceived risk. The endogenous variables are perceived usefulness, perceived ease of use, intention to use, actual use, and perceived enjoyment. A questionnaire was used to collect the data, and analysis was performed with 404 samples on AMOS-26. Findings : Significant findings of this study revealed that technology readiness led to perceived enjoyment, perceived ease of use, and perceived usefulness of using beacon equipment. Intention to use influenced the actual use of beacon technology, while perceived risk showed a negative influence on it. Practical Implications : This study addressed an important gap in the field of beacon technology and proximity marketing. This report would help retail managers develop strategies for beacon technology and its implications. They could work on areas such as risk, generating value propositions through beacon technology, and projecting using beacon technology as a fun activity. Originality : The findings of this study provide managerial insights for retailers operating in South Asian countries and would allow them to build more effective retail strategies to achieve widespread adoption of location-based retail applications.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135608019","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}

{"title":"A Systematic Literature Review of Quasi-Experimental Studies on Consumer Behavior in the Sustainability Domain","authors":"Yogesh Mahajan, Natashaa Kaul, Sanjay Sharma","doi":"10.17010/ijom/2023/v53/i8/172974","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i8/172974","url":null,"abstract":"Purpose : This study aimed to examine the literature on consumer behavior quasi-experiments in the sustainability domain and offer insights into how quasi-experiments are currently being used. Design/Methodology/Approach : After looking through 544 documents using a separate keyword search, a systematic quantitative review was done, and 159 pertinent papers were found from the Web of Science and Scopus databases up to 2021. The utilization of quasi-experiments in industrialized Western nations was the study’s main focus, followed by Asian nations, especially China and India. Few research used theoretical frameworks, and the quasi-experimental techniques used are restricted to treatment and control groups and the pre-post test approach. Findings : The majority of the research in this field, according to the study, has been conducted in developed Western nations, and the quasi-experimental techniques employed are restricted due to the employment of treatment and control groups and the pre-post-test procedure. The survey also discovered that a very small number of studies have used theoretical frameworks. Future research topics are suggested by the study, particularly the utilization of quasi-experiments with samples of women and LGBTI people. Practical Implications : Given that no studies in the literature have used this sample, the study offers useful guidance for conducting quasi-experiments with female and LGBTI subjects. The review sheds light on how consumer behaviour quasi-experiments are now being used in the sustainability field. Originality/Value : Given that it is the first review ever written on this subject, it is the first of its type. By offering insights into the current application of quasi-experiments in consumer behavior in the sustainability domain, the study adds to the body of literature and provides new avenues for investigation.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"100 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135608017","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}

{"title":"Mediating Effect of Subjective Norms in the Relationship Between Attitude and Online Purchase Decision","authors":"Patricia Pilar Zirena-Bejarano, Elbia Myreyle Chavez Zirena","doi":"10.17010/ijom/2023/v53/i7/170032","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i7/170032","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46764919","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}

{"title":"Contribution of Middle-Income Economies in Literature Pertaining to Customer Loyalty : A Critical Appraisal","authors":"Twinkle Gulati, Siddharatha Shankar","doi":"10.17010/ijom/2023/v53/i7/170420","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i7/170420","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49515922","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}

{"title":"Understanding the Influence of Mobile In-App Price Promotions in Food Delivery Apps on Customer Engagement and Advocacy","authors":"Devika Rani Sharma, Balgopal Singh, Kamal Jaiswal","doi":"10.17010/ijom/2023/v53/i7/170023","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i7/170023","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47032434","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}

{"title":"Influence of Social Media on Post-Purchase Dissonance : An Empirical Study","authors":"S. Shyam Prasad, Amruta Y. K.","doi":"10.17010/ijom/2023/v53/i6/172766","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i6/172766","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47838066","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}

{"title":"Consumers’ Attitude Toward Electric Vehicles in India : Mapping Psychological Antecedents and Consequences","authors":"Pushpinder Singh, I. Sandhu, Amar Inder Singh","doi":"10.17010/ijom/2023/v53/i6/172765","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i6/172765","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43913966","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}