Template-Type: ReDIF-Article 1.0 Author-Name: Kushagra Kulshreshtha Author-X-Name-First: Kushagra Author-X-Name-Last: Kulshreshtha Author-Name: Gunjan Sharma Author-X-Name-First: Gunjan Author-X-Name-Last: Sharma Title: Exploring the consumer preference for bank: a conjoint analysis approach Abstract: Much ink has been used to study bank selection criteria from the last couple of decades. However, it was observed that the previous research works were mostly based on the students' samples using exploratory factor analysis (EFA), mean ranking, or descriptive analysis. Moreover, in the context of the bank, signalling theory and the issue of social desirability bias (SDB) were certainly not addressed. Thus, the purpose of this research was to explore the bank selection criteria of wealthy single urbanites (WSU) by proposing the technique i.e. conjoint analysis useful for avoiding SDB using signalling theory. With the sample of WSUs (n = 419), the study demonstrates that WSUs are more sensitive towards the attitude of employees and banks socially responsible actions, followed by the appearance of frontline employees, less crowded counters, availability of parking space, and opinion of friends in choosing any bank. Journal: Int. J. of Electronic Marketing and Retailing Pages: 1-18 Issue: 1 Volume: 17 Year: 2026 Keywords: consumer preference; conjoint analysis; banks; customers; marketers; wealthy single urbanites; WSU; desirability bias; SDB. File-URL: http://www.inderscience.com/link.php?id=150308 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:1-18 Template-Type: ReDIF-Article 1.0 Author-Name: Vytautas Dikcius Author-X-Name-First: Vytautas Author-X-Name-Last: Dikcius Author-Name: Karina Adomaviciute-Sakalauske Author-X-Name-First: Karina Author-X-Name-Last: Adomaviciute-Sakalauske Author-Name: Sigita Kirse Author-X-Name-First: Sigita Author-X-Name-Last: Kirse Author-Name: Ignas Zimaitis Author-X-Name-First: Ignas Author-X-Name-Last: Zimaitis Title: Gamification for e-retailing: findings and future insights Abstract: Existing research on gamification and its impact on consumer engagement are diverse and fragmented. Most studies relate to education. A deeper analysis of gamification and its relation to e-retailing is required. This study aimed to explore the current state of research on gamification and its influence on customer behaviour in e-retail. The study comprised a systematic analysis of 6,587 articles published during 2000-2020 collected from 10 core databases using the PRISMA methodology. A total of 53 articles were selected for the final analysis. The results demonstrated high diversity in the measurements of gamification and the possibility to classify studies based on the abstraction level of gamification. There was a high number of different gamification elements that impact consumer behaviour in e-retail. Different theoretical backgrounds were used to explain the phenomenon of gamification. Lastly, the study revealed that gamification has a positive impact on various consumer behaviour outcomes. Journal: Int. J. of Electronic Marketing and Retailing Pages: 19-38 Issue: 1 Volume: 17 Year: 2026 Keywords: gamification; typology; e-retailing; behavioural intention; systematic analysis; leader boards; points; badges; virtual gifts; game elements. File-URL: http://www.inderscience.com/link.php?id=150309 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:19-38 Template-Type: ReDIF-Article 1.0 Author-Name: Rachit Shrivastava Author-X-Name-First: Rachit Author-X-Name-Last: Shrivastava Author-Name: Sujit Kumar Dubey Author-X-Name-First: Sujit Kumar Author-X-Name-Last: Dubey Title: Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment Abstract: Personalisation is readily approaching the marketing domain through the fast-paced advancement of Big data analytics, the internet of things (IoT), artificial intelligence (AI), and machine learning (ML). The growing body of literature on the subject has examined the context of personalisation in online or offline retailing. Therefore, the present research work pressed the need to study it on both online and offline retailing channels, i.e., an omnichannel form of retailing. The study's objective is to check the impact of personalisation on the customer's purchase intention in the omnichannel retail setting. Moreover, the study inscribes hedonic motivation and brand attachment as the mediating constructs in the proposed conceptual model. The study conducted an empirical analysis with 409 customers in a major metropolitan city in India and used PLS.SEM technique to analyse the data. The finding of the study concluded with the positive impact of personalisation on the customer's purchase intention. The present study proposed the future scope of the subject by suggesting the need to study personalisation on the specific touchpoints of omnichannel retailing in different geographical locations. Journal: Int. J. of Electronic Marketing and Retailing Pages: 39-55 Issue: 1 Volume: 17 Year: 2026 Keywords: personalisation; omnichannel retailing; consumer buying behaviour; integrated marketing communication; IMCs; personalised marketing; customer relationship management; CRM; smart retailing; recommender system; brand attachment; hedonic motivation. File-URL: http://www.inderscience.com/link.php?id=150310 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:39-55 Template-Type: ReDIF-Article 1.0 Author-Name: Sunanjita Mahajan Author-X-Name-First: Sunanjita Author-X-Name-Last: Mahajan Author-Name: Vinay Chauhan Author-X-Name-First: Vinay Author-X-Name-Last: Chauhan Title: AI and human interaction in e-commerce platforms: analysing the consequential effects through empirical investigation Abstract: The rising ubiquity of AI-enabled chatbots in the e-commerce sector, as a substitute for human agents, necessitates investigating how their interactions with customers influence various customer outcomes. Rather than focusing solely on chatbot interactions, which prior research has substantially addressed, this paper empirically investigates if the impact of AI-enabled interaction and human interaction varies across behavioural outcomes. For the study objective, data is collected through an online survey and is subjected to structured equation modelling. The results reported that where human interaction significantly leads to engagement and advocacy, AI-enabled interaction surprisingly could only influence customer engagement and not advocacy behaviour. Moreover, the moderation analysis found that the complexity of the task presented to the service provider, AI-chatbot/human agent, significantly impacts the AI - enabled interaction and engagement relationship, but does not deter the ability of human agents to induce engagement. These results offer useful implications for e-retailers in integrating AI- backed technologies. Journal: Int. J. of Electronic Marketing and Retailing Pages: 80-103 Issue: 1 Volume: 17 Year: 2026 Keywords: e-commerce; AI-interaction; human interaction; customer engagement; customer advocacy; task complexity. File-URL: http://www.inderscience.com/link.php?id=150311 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:80-103 Template-Type: ReDIF-Article 1.0 Author-Name: Sheetal Jain Author-X-Name-First: Sheetal Author-X-Name-Last: Jain Title: Role of online satisfying experience in luxury repurchase intention: a moderated-mediation approach Abstract: Lately, online has become a key channel for luxury sales, and millennials are the main contributors to luxury sales growth on internet. Since, this generation is less brand loyal, it is a key challenge for marketers to retain them. In past, hardly any work has been performed to understand the factors affecting online luxury repurchase intention (OLRI), mainly in context of emerging societies. The main objective of this research is to understand the role of online satisfying experience (OSE) in the association between perceived values, brand trust and OLRI based on social exchange theory. A sample size of 233 was collected online from millennial luxury consumers in India using survey method. The findings showed that OSE is significantly related to brand trust and OLRI. Also, OSE was found to mediate the association between perceived values, brand trust and OLRI. Journal: Int. J. of Electronic Marketing and Retailing Pages: 56-79 Issue: 1 Volume: 17 Year: 2026 Keywords: brand reputation; brand satisfaction; brand trust; India; online luxury repurchase intention; OLRI; social exchange theory; SET. File-URL: http://www.inderscience.com/link.php?id=150312 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:56-79 Template-Type: ReDIF-Article 1.0 Author-Name: Zaki Ferdaous Author-X-Name-First: Zaki Author-X-Name-Last: Ferdaous Author-Name: S.M. Shariful Haque Author-X-Name-First: S.M. Shariful Author-X-Name-Last: Haque Author-Name: Md. Chhali Uddin Author-X-Name-First: Md. Chhali Author-X-Name-Last: Uddin Author-Name: Md. Mahedi Hasan Author-X-Name-First: Md. Mahedi Author-X-Name-Last: Hasan Title: Mobile payment system usage behaviour in an emerging economy Abstract: This study aims to explore the key determinants of consumers' usage behaviour (UB) of mobile payment systems with the extension of the UTAUT2 model with two additional constructs of perceived trust and perceived security. Data from a sample of 400 respondents were analysed with structural equation modelling (SEM) using SMART PLS 3 software. It was revealed that effort expectancy, perceived security, performance expectancy, facilitating conditions, perceived trust, social influence, and habit have a significant positive effect on behavioural intention (BI) and indirectly affect the M-payment UB via the mediation effect of BI. The findings may provide valuable insights to the practitioners to develop effective marketing strategies for high customer attraction and retention. This study has made a unique theoretical contribution providing additional insights on the mediating role of consumers' BI in relation to the seven predictor variables and M-payment UB in an emerging economy setting, expanding the understanding beyond prior UTAUT2-based studies that overlooked the indirect effect of related exogenous constructs on M-payment UB. Journal: Int. J. of Electronic Marketing and Retailing Pages: 104-128 Issue: 1 Volume: 17 Year: 2026 Keywords: Bangladesh; behaviour intention; mobile payment; usage behaviour; UTAUT2; structural equation modelling; SEM. File-URL: http://www.inderscience.com/link.php?id=150313 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:104-128 Template-Type: ReDIF-Article 1.0 Author-Name: Mana Shakerin Author-X-Name-First: Mana Author-X-Name-Last: Shakerin Author-Name: Mohammd Reza Taghva Author-X-Name-First: Mohammd Reza Author-X-Name-Last: Taghva Author-Name: Zohreh Dehdashti Shahrokh Author-X-Name-First: Zohreh Dehdashti Author-X-Name-Last: Shahrokh Author-Name: Iman Raeesi Vanani Author-X-Name-First: Iman Raeesi Author-X-Name-Last: Vanani Title: Identifying and analytical evaluation of indicators of supply market intelligence of perishable products in online retailing Abstract: Today, information is strategically important at all levels in businesses. For those operating in the field of selling perishable items online, effective access to the latest/newest ideas, standards, etc., is seen as even more crucial; however, perishables have limited shelf life and therefore are susceptible to being lost or wasted due to weak and inadequate analysis of data related to supply chain, customers, competitors, and other main influential factors. The current paper aimed to identify supply market intelligence indictors for perishable items. To this end, using Sandelowski and Barroso's (2006) meta-synthesis method, 31 research studies were thoroughly reviewed and key indicators were extracted. Next, semi-structured interviews were conducted by local experts as to identify additional indicators. Purposive (judgemental) sampling was carried out based on expertise and experiential knowledge of individuals involved in e-commerce and perishables supply chain. A total of 90 indicators were developed in respect of supply chain, competitive intelligence, market intelligence, business intelligence and social business intelligence (social BI). As the findings indicated, the proper monitoring of indicators help managers to gain better insights into their businesses and achieve competitive advantages through improving supply chain efficiency and generating better customer understanding. Journal: Int. J. of Electronic Marketing and Retailing Pages: 129-148 Issue: 2 Volume: 17 Year: 2026 Keywords: supply chain; market intelligence; market information; perishable products; online retailing. File-URL: http://www.inderscience.com/link.php?id=151731 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:129-148 Template-Type: ReDIF-Article 1.0 Author-Name: P. Parmod Author-X-Name-First: P. Author-X-Name-Last: Parmod Author-Name: Usha Arora Author-X-Name-First: Usha Author-X-Name-Last: Arora Author-Name: Farhat Akhtar Author-X-Name-First: Farhat Author-X-Name-Last: Akhtar Author-Name: Prerna Tuteja Author-X-Name-First: Prerna Author-X-Name-Last: Tuteja Author-Name: Abhishek Punia Author-X-Name-First: Abhishek Author-X-Name-Last: Punia Author-Name: Parveen Kumar Author-X-Name-First: Parveen Author-X-Name-Last: Kumar Title: Exploring the relationship between store image attributes, satisfaction, behavioural intention, and marital status of grocery consumers: a moderated mediation analysis Abstract: This paper tests the causal relationships between store image attributes (SIA) and behavioural intentions (BI) in the Indian grocery context, with satisfaction (SAT) acting as a mediator. Further, it seeks to establish if the marital status of shoppers influences the relationships between SIA, BI, and SAT. For this purpose, data were collected through a standard questionnaire administered to 738 urban grocery shoppers, which was analysed using confirmatory factor analysis to validate the reliability and validity of the constructs. The findings highlight that satisfaction mediates the relationship between SIA and BI. The study enriches one's insights into the interrelationships between SIA, SAT, and BI in India's dynamic grocery market, which would help formulate targeted retailing and promotional strategies. The novelty of this study is the identification of marital status as a moderator in the relationship between SIA and BI, and SAT and BI, which contributes to the existing pertinent literature. Journal: Int. J. of Electronic Marketing and Retailing Pages: 202-221 Issue: 2 Volume: 17 Year: 2026 Keywords: store image attributes; SIA; satisfaction; behavioural intention; BI; marital status; moderated mediation analysis; grocery retail store; confirmatory factor analysis. File-URL: http://www.inderscience.com/link.php?id=151732 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:202-221 Template-Type: ReDIF-Article 1.0 Author-Name: Betul Durkaya Kurtcan Author-X-Name-First: Betul Durkaya Author-X-Name-Last: Kurtcan Author-Name: Sebnem Burnaz Author-X-Name-First: Sebnem Author-X-Name-Last: Burnaz Title: Review helpfulness in online settings: an analysis of informational and emotional content Abstract: Online reviews are increasingly becoming a helpful resource for customers in their purchase decisions. Their helpfulness appears to be an important asset to evaluate the effectiveness of online reviews. Based on elaboration likelihood model (ELM), this study focuses on the factors in online consumer reviews that can influence review helpfulness and how the impact generated by these factors varies according to product type. Several analytical processes are applied to gather information on review content, such as feature extraction, sentiment analysis, and emotion analysis. An analysis of 1,673 reviews from Amazon.com shows that rating, length, image count, polarity, anger, fear, joy, and trust in reviews affect review helpfulness positively while subjectivity, informativeness, anticipation, sadness, and surprise in reviews have negative influence on review helpfulness. Product type is found to moderate the impact of review length, image count, review subjectivity, review informativeness, and emotions such as sadness, disgust, and joy on review helpfulness. Journal: Int. J. of Electronic Marketing and Retailing Pages: 149-175 Issue: 2 Volume: 17 Year: 2026 Keywords: online consumer reviews; review helpfulness; information extraction; sentiment analysis; emotion analysis. File-URL: http://www.inderscience.com/link.php?id=151735 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:149-175 Template-Type: ReDIF-Article 1.0 Author-Name: Sheena Lovia Boateng Author-X-Name-First: Sheena Lovia Author-X-Name-Last: Boateng Title: Influencer attractiveness, parasocial relationship formation and follower purchase intention: a serial mediating effect Abstract: This paper explores the multidimensionality of influencer attractiveness and its impact on marketing outcomes. While influencer attractiveness is recognised as a dimension of influencer credibility, its individual dimensions and their effects on follower purchase intention have not been adequately explored. Addressing this gap, the paper employs the parasocial interaction theory and a survey to examine the influence of different dimensions of influencer attractiveness. The results indicate that the physical and social attractiveness of influencers contributes to the formation of an analogy to a social relationship. However, only social attractiveness directly leads to the development of an emotional connection between influencers and their followers. Furthermore, both emotional connection and analogy to social relationships were found to have a positive impact on follower purchase intention. These findings deepen our understanding of how influencer attractiveness affects the formation of parasocial relationships and influences follower purchase behaviour. Implications of these findings are discussed accordingly. Journal: Int. J. of Electronic Marketing and Retailing Pages: 222-241 Issue: 2 Volume: 17 Year: 2026 Keywords: influencer attractiveness; parasocial interaction theory; social media influencers; relationship formation; emotional connection; purchase intention; serial mediation. File-URL: http://www.inderscience.com/link.php?id=151736 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:222-241 Template-Type: ReDIF-Article 1.0 Author-Name: Amina Muhammad Liman Author-X-Name-First: Amina Muhammad Author-X-Name-Last: Liman Author-Name: Muhammad Shaheer Nuhu Author-X-Name-First: Muhammad Shaheer Author-X-Name-Last: Nuhu Author-Name: Zainab Lawal Gwadabe Author-X-Name-First: Zainab Lawal Author-X-Name-Last: Gwadabe Author-Name: Maryam Mustapha Author-X-Name-First: Maryam Author-X-Name-Last: Mustapha Author-Name: Kaltume Mohammed Kamselem Author-X-Name-First: Kaltume Mohammed Author-X-Name-Last: Kamselem Author-Name: Mohammed Sani Abdullahi Author-X-Name-First: Mohammed Sani Author-X-Name-Last: Abdullahi Title: Multi-level marketing and distributor's retention: the effect of moderating role of distributor's job satisfaction in an emerging economy Abstract: This study examines the direct effect of multi-level marketing (MLM) reward systems, time flexibility in MLM business on distributors' retention and moderating role of distributors' job satisfaction on the relationship between MLM reward systems and time flexibility in MLM business and distributor's retention. In this study, survey method was conducted with a sample size of 384 respondents across the total population of MLM distributors, which was analysed using PLS-SEM version 4.0.3.9. The findings of this study established that, the relationship between perceived attractiveness of MLM reward systems and distributors' retention was supported, while that of time flexibility in MLM business reported an insignificant relationship, hence, rejected. Furthermore, the results revealed that distributor's job satisfaction moderate the relationship between MLM reward system and distributor's retention. Additionally, distributor's JS does not moderate the association between time flexibility in MLM business and distributors' retention. Journal: Int. J. of Electronic Marketing and Retailing Pages: 242-263 Issue: 2 Volume: 17 Year: 2026 Keywords: distributors' retention; job satisfaction; multi-level marketing; MLM; reward systems; time flexibility. File-URL: http://www.inderscience.com/link.php?id=151737 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:242-263 Template-Type: ReDIF-Article 1.0 Author-Name: Padam Dongol Author-X-Name-First: Padam Author-X-Name-Last: Dongol Author-Name: Sajeeb Kumar Shrestha Author-X-Name-First: Sajeeb Kumar Author-X-Name-Last: Shrestha Title: Employees' perception on financial performance and corporate governance in commercial banks Abstract: Generally, corporate governance plays an important role to maintain the security and reliability of financial system and banking sector. Corporate governance paves a way to balance risk-taking and improves business prudence, affluence, and corporate accountability with crucial aims to realise the interest of long-term stakeholders. This research examines corporate governance models and their impacts on banks' financial performance with 425 participants in evidence of Nepalese commercial banks. Here, return on asset (ROA) and return on equity (ROE) is exploited as an indicator of financial performance. The factors considered in this work are corporate governance policies and practices, the board size, disclosure policies and practices, gender diversity, diversity of ethnic groups, diversity of the ethnic group, diversity of scheduled castes, and diversity of the low-income group. In addition, analysis is carried out by using the Statistical Package for the Social Sciences (SPSS) for the obtained data. Also, it finds the relationship between corporate governance and financial performance variables using the Pearson correlation, regression, frequency analysis, statistics descriptive, ANOVA analysis, and performance analysis. The analysis is conducted with female frequency (53.6%) more than that of males (46.4%). Journal: Int. J. of Electronic Marketing and Retailing Pages: 176-201 Issue: 2 Volume: 17 Year: 2026 Keywords: corporate governance; financial performance; banks; Nepal; board size. File-URL: http://www.inderscience.com/link.php?id=151748 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijemre:v:17:y:2026:i:2:p:176-201 Template-Type: ReDIF-Article 1.0 Author-Name: Iuliia Iliashenko Author-X-Name-First: Iuliia Author-X-Name-Last: Iliashenko Author-Name: Patrizia Gazzola Author-X-Name-First: Patrizia Author-X-Name-Last: Gazzola Author-Name: Roberta Pezzetti Author-X-Name-First: Roberta Author-X-Name-Last: Pezzetti Author-Name: Daniele Grechi Author-X-Name-First: Daniele Author-X-Name-Last: Grechi Title: Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies Abstract: This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre- and post-purchase phases. Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender. Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness. Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption. The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap. It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement. Journal: Int. J. of Electronic Marketing and Retailing Pages: 1-37 Issue: 5 Volume: 17 Year: 2026 Keywords: sustainable consumption; digital marketing strategies; sustainable customer behaviour; post-purchase engagement; sustainability communication; e-tailing; digital transformations; fashion companies. File-URL: http://www.inderscience.com/link.php?id=152025 File-Format: text/html File-Restriction: Open Access Handle: RePEc:ids:ijemre:v:17:y:2026:i:5:p:1-37