金字塔底层的年轻消费者参与:在电子商务背景下应用S-O-R框架

IF 3.5 Q2 BUSINESS
Aayushee Gupta, Ajay Kumar, Esubalew Melese
{"title":"金字塔底层的年轻消费者参与:在电子商务背景下应用S-O-R框架","authors":"Aayushee Gupta, Ajay Kumar, Esubalew Melese","doi":"10.1108/yc-06-2022-1542","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.\n\n\nDesign/methodology/approach\nA cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.\n\n\nFindings\nThe results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.\n\n\nPractical implications\nThis study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.\n\n\nOriginality/value\nThis study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.\n","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context\",\"authors\":\"Aayushee Gupta, Ajay Kumar, Esubalew Melese\",\"doi\":\"10.1108/yc-06-2022-1542\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThis study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.\\n\\n\\nDesign/methodology/approach\\nA cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.\\n\\n\\nFindings\\nThe results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.\\n\\n\\nPractical implications\\nThis study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.\\n\\n\\nOriginality/value\\nThis study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.\\n\",\"PeriodicalId\":46660,\"journal\":{\"name\":\"Young Consumers\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.5000,\"publicationDate\":\"2023-08-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Young Consumers\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/yc-06-2022-1542\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-06-2022-1542","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

本研究旨在找出金字塔底市场(BoP)年轻消费者参与电子商务的关键驱动因素及其对持续使用意愿的影响。设计/方法/方法采用横断面研究设计来了解低收入消费者参与电子商务,特别是网上购物的情况。本研究的数据收集自印度市场的防喷器客户。提出了一个概念模型,并利用刺激-生物体-反应(S-O-R)框架提出了假设。分析方面,采用AMOS 20.0软件进行结构方程建模,对结构模型进行检验。研究结果强调,感知重要性、技术和基础设施以及社会影响力是BoP客户使用电子商务的关键驱动因素。关键驱动因素对客户参与产生了显著的积极影响,从而导致电子商务的持续使用意愿。此外,客户参与与电子商务的持续使用意愿有很强的关系。实际意义本研究表明,年轻消费者的参与对电子商务服务提供商获得市场份额至关重要。BoP市场为创建、发展和长期维持电子商务公司提供了巨大的机会,尤其是在印度。管理者应该认识到BoP市场的潜力,它可以在电子商务平台上产生对产品和服务的巨大需求。原创性/价值本研究在理论和经验上都有贡献。从理论上讲,这增加了现有的客户参与知识,特别是在电子商务和BoP细分市场。实证上,运用S-O-R框架对电子商务市场中低收入消费者参与的概念研究模型进行了检验。该研究建议电子零售商/电子商贸服务供应商在数码连接及竞争激烈的时代,为吸引BoP客户提供实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context
Purpose This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. Design/methodology/approach A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model. Findings The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce. Practical implications This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms. Originality/value This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信