Forthcoming Articles

International Journal of Technology Marketing

International Journal of Technology Marketing (IJTMkt)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Technology Marketing (2 papers in press)

Regular Issues

  • Social media as a strategic driver of technology purchase decisions among young consumers: evidence from Chimbote, Peru   Order a copy of this article
    by Nicolle Esthefany Reque Salinas, Eymi Sthepany Canales Mantilla, Miguel Angel Canchari-Preciado 
    Abstract: This study examines the influence of social media on technology purchase decisions among young consumers in Chimbote, Peru. Grounded in a non-experimental, cross-sectional, explanatory design, the research surveyed 381 participants to examine whether social interaction, self-presentation, and social influence were associated with consumer decision-making across platform usability, content personalisation, and online reviews. Descriptive results showed high social media engagement (47.5%), particularly social interaction (50.1%) and self-presentation (48.8%). Consumer decision-making indicators were also high overall (45.1%). Spearmans rho revealed a strong positive correlation between overall social media use and purchase decisions (= 0.935, p < 0.001). Social interaction (= 0.922), self-presentation (= 0.930), and social influence (= 0.927) showed similarly strong associations. These findings indicate that social media influences information-seeking, evaluation, and final purchase choices. Drawing on social cognitive theory, the technology acceptance model, and social influence theory, the study provides evidence from an Latin American context.
    Keywords: social media; purchase decision-making; young consumers; technology products; digital behaviour; consumer interaction; Peru.
    DOI: 10.1504/IJTMKT.2026.10080691
     
  • Anthropomorphic artificial intelligence assistants in online luxury fashion purchases   Order a copy of this article
    by Abdelhamid Bennani Bouchiba, Alessandro M. Peluso, Hanae Qabil, Gianluigi Guido 
    Abstract: This study investigates how AI anthropomorphic assistants influence online purchase intentions for luxury fashion goods through the mediating roles of psychological distance and trust, and the moderating effects of loneliness and privacy concerns. To test the hypotheses, data were collected using a non-probability quota sampling method from luxury fashion consumers residing in the UK and Italy who had purchased luxury fashion products within the past 12 months. A cross-cultural comparison between the UK and Italy was conducted using structural equation modelling (SEM) with 611 respondents (307 UK, 304 Italy). Findings reveal that interactions with AI anthropomorphic assistants do not directly impact purchase intentions in either country. However, trust significantly mediates this relationship in both contexts, while psychological distance mediates only in Italy. Loneliness and privacy concerns show no significant moderating effects. The results underscore the importance of trust and cultural context in shaping consumer reactions to AI in luxury marketing. This research advances understanding of AI anthropomorphism in luxury retail by revealing key psychological mechanisms and providing cross-cultural insights for enhancing digital engagement through AI technologies.
    Keywords: online purchase intentions; consumer behaviour; AI anthropomorphic assistants; psychological distance; trust; loneliness; privacy concerns; cross-cultural; structural equation modelling; SEM.
    DOI: 10.1504/IJTMKT.2026.10080853
     

 

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