Forthcoming and Online First Articles

International Journal of Electronic Marketing and Retailing

International Journal of Electronic Marketing and Retailing (IJEMR)

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International Journal of Electronic Marketing and Retailing (35 papers in press)

Regular Issues

  • The effect of country of origin on the perceived quality of e-services   Order a copy of this article
    by Zhuofan Zhang, Fernando R. Jiménez, Shuang Yang 
    Abstract: A vast amount of research shows that country of origin information can influence consumers evaluations of perceived quality. However, most investigations of country of origin effects have been conducted in the realm of tangible goods. Scant research has investigated whether country of origin influences consumers evaluations of perceived quality in the context of intangible electronic services, (i.e., e-services), such as mobile applications, websites and video games. This article fills that void. Based on categorisation theory, we propose that the effect of country of origin information on perceived quality is mediated by the activation of stereotypical attributes associated with tangible products. Accordingly, when country of origin information triggers tangible stereotypical attributes, country of origin effects will not be diagnostic for evaluations of e-services. Thus, country of origin effects observed in tangible goods will not spill over to e-services. The results of an experimental study support this claim. The implications for country of origin spillover effects as well as for managers of e-services are also discussed.
    Keywords: country of origin; perceived quality; electronic services; e-services; spillover effect.
    DOI: 10.1504/IJEMR.2022.10045941
  • The Importance of Service Convenience and Temporal Personality for Omnichannel Customer Equity and Shopping Behavior   Order a copy of this article
    by Joon Yong Park, Renee Kim 
    Abstract: The boundary between online and offline market has disappeared and the retail channel has evolved from segmented channels to omnichannel (OC) format, and consumers shopping behaviour is rapidly evolving with the emergence of the OC retail service. The OC enables consumers to have seamless experience both in online and offline domains, having access to shopping convenience regardless of time and location. The pressure to provide convenience is rising in the retail sector, and companies make large investments to improve the convenience of services through the adoption of Omni-channel. The purpose of this study is to assess how OC's perceived service convenience can impact customer equity from a customer perspective. Analyzing the significance of OC service convenience in the minds of customers can help companies decide how to stay current and attract potential new customers. The study also assesses the effect of temporal personality on their perceived value of OC service, which may help development of effective OC strategy, projecting consumer behavior more precisely. Seider (2007)s SERVCON framework was applied to analyze the relationship between service convenience and customer equity and usage intention of OC. Online survey method was used to collect OC consumers. Findings present the importance of selected OC constructs such as post-benefit convenience and differential effect of temporal personality on consumers preference for the OC service convenience.
    Keywords: Omnichannel; Service convenience; SERVCON; Temporal Personality; Customer equity.

  • An exploration of online marketplace quality dimension and relationship with purchase intention: The mediating roles of trust and e-Wom   Order a copy of this article
    by Priyadarshi Ranjan, GVRK Acharyulu 
    Abstract: As the e-commerce industry undergoes metamorphosis with each passing day, gaining and retaining competitive advantage has become a significant challenge for the online marketplace. In this scenario, sellers have emerged in the forefront, playing a crucial role within companies and helping them in outperforming their rivals in the competitive market. This research has empirically investigated the effect of online marketplace quality on online purchase intention by introducing a new dimension: seller selection quality with website design quality and service quality of the online marketplace, testing the direct and indirect mediation effects of trust and e-WOM. In the proposed model, seller selection quality is determined by the product price, product quality, delivery lead time and delivery cost, and its helps to match consumer desire to overcome quality issues of the online marketplace. Data has been collected from University students using a web-based survey using adapted instruments. In order to test the hypothesis on the relationship between constructs, data analysis has been done using SmartPLS-SEM 3.0. The statistical results indicate that online marketplace quality is a strong predictor of trust and e-WOM, both of them mediating the relationship between online marketplace quality and online purchase intention.
    Keywords: Online marketplace quality; seller selection quality; website quality; service quality; online purchase intention; trust; e-WOM; Pls.

  • Understanding Consumer Adoption and Actual Usage of Digital Payment Instruments: Comparison Between Generation Y and Generation Z   Order a copy of this article
    by Irfan Fadhilah, Daniel Tumpal H. Aruan 
    Abstract: The purpose of this study is to examine the factors that encourage people to use digital payment instruments, specifically from two tech-savvy generations: Generation Y and Generation Z. A total of 320 respondents from both generations was obtained through an online survey. The results revealed that Generation Y showed a lower tolerance to the risks involved in using digital payment and are prone to social environment influence. Meanwhile, Generation Z highly considered the performance quality, together with joy and satisfaction, from using digital payment. The results of this study could be an insight for concerning parties to give a better understanding of Generation Y and Generation Zs behaviors, especially on their stance of adopting technology. Hence, this study could help them devise the best way to approach these generations to market their products for research purposes.
    Keywords: UTAUT2; Stickiness to Use Cash; Digital Payment Instruments; Generation Y; Generation Z.

  • Social media communication and consumer decision making: an empirical perspective   Order a copy of this article
    by Sumit Sangwan, Supran Kumar Sharma 
    Abstract: Consumer behaviour is changing dynamically with the emergence of diverse social media platforms. The study considers all phases of consumer decision making (CDM) and states their level of significance with respect to social media involvement. Primary data were collected through self-administered questionnaires. Exploratory factor analysis was applied to check the dimensionality of constructs followed by structural equation modelling. The findings explicate that pre-purchase activities are highly influenced by social media followed by post-purchase evaluation, purchase decision and finally need recognition. The study confers insights to marketers/practitioners/academicians about influence of social media during different phases and relevantly contributes to literature. The study suggests marketers to provide reliable and detailed information of products/services on social media and focus on consumers opinions published which are considered to be trustworthy information. The study elucidates how business organisations can influence consumers decision by participating actively on social media and maintaining customer relationship management.
    Keywords: firm-generated content; user-generated content; social media; consumer decision making; CDM; pre-purchase activities.
    DOI: 10.1504/IJEMR.2021.10039339
  • Augmented and virtual reality effects on social responsibility in retail   Order a copy of this article
    by Kaylyn Wenzel, Lauren Copeland 
    Abstract: The purpose of this research is to understand how knowledge of social responsibility within the apparel industry creates a sense of social responsibility concern which would lead to purchase intention, while being moderated with the use and perception of virtual reality (VR) and/or augmented reality (AR). An online survey of 214 Gen Z respondents was conducted to understand participants’ thoughts and familiarity with AR/VR. Overall, it was found that AR and VR are tools Gen Z is willing to use within their shopping experience, if given more experience with it.
    Keywords: social responsibility; augmented and virtual reality; consumer behaviour; Gen Z.
    DOI: 10.1504/IJEMR.2021.10040175
  • Does visual merchandising affect response behaviour? Role of atmospheric cues in online retailing   Order a copy of this article
    by Farah S. Choudhary, Alka Sharma 
    Abstract: The retail sector has revolutionised with all the major national and international brands going online giving the customers an option to visit a website and purchase online. However, the decision to visit a particular website needs to be analysed to identify the underlying online visual merchandising (OVM) cues affecting their behaviour and suggest strategies to promote growth of E-Commerce. The study has applied the S-O-R paradigm in online context for investigating the role of atmospherics in eliciting emotional state that leads to favourable response behaviour from the consumers. The study has focused on examining the impact of four OVM cues (colour, product presentation, website design and layout, and website navigation) on emotional state and the approach-avoidance behaviour. The data for the present research was collected from shoppers of two top leading websites, viz., Flipkart and Amazon India. The results suggest that out of all the elements, colour stimulates the emotional state most in the Indian context. The study presents a strategic model of OVM elements and Customers Response Behaviour, mediated by the affective state that can be applied in the Indian context and help create positive behaviour among online consumers.
    Keywords: online visual merchandising; OVM; emotional state; S-O-R model; customer approach-avoidance behaviour.
    DOI: 10.1504/IJEMR.2021.10040386
  • Comparison of the consumers need for touch in terms of high-touch and low-touch products in online and offline retail stores   Order a copy of this article
    by Kalender Özcan Atilgan, Murat Bayindir 
    Abstract: In the current marketing literature, sensory marketing as an innovative marketing strategy has a growing interest. In order to manage sensory marketing effectively, it is crucial to handle each sensory stimuli in detail. Among the five senses, touch and its’ effects on consumer behaviour have long been ignored in marketing literature. Based on the limited theoretical and empirical grounds of haptic (touch) issues, this study aims to empirically investigate the differences of need for touch between online and offline retail stores for high-touch and low-touch products. Analysis of covariance (ANCOVA) was used to test for differences among treatment groups. According to the results of the study, there was only a statistically significant difference in the context of the need for autotelic touch among the groups examined in the study. In the conclusion, some suggestions for future research and for the retailer and marketing managers are put forward.
    Keywords: need for touch; high-touch products; low-touch products; consumer behaviour; online retail store; offline retail store.
    DOI: 10.1504/IJEMR.2021.10040771
  • Factors influencing consumer intention to use social commerce   Order a copy of this article
    by Zaki Shoheib, Emad A. Abu-Shanab 
    Abstract: Social commerce is a new concept in the field of information technology. This study aims to investigate the factors that influence the consumers’ intention to buy through social commerce in Qatar. The current study is based on the extended unified theory of acceptance and use of technology (UTAUT2). This study proposed three major extensions to the UTAUT2 with modification to the price value variable to be perceived value (PV). In addition, the model is extended with two new predictors, i.e., social commerce constructs (SCCs) and trust (TR). The results indicated that perceived value followed by trust were the most influential factors that affect the consumers’ intention to buy through social commerce in Qatar, while performance expectancy, effort expectancy and social influence were not found to be significant at all. The coefficient of determination of the regression model yielded 72.5% explanation power, which exceeds the UTAUT and the UTAUT2 models. Managerial implications were presented, and study limitations were furnished with suggestions for future works.
    Keywords: social commerce; social commerce constructs; SCCs; UTAUT2; Qatar; trust; perceived value.
    DOI: 10.1504/IJEMR.2021.10041718
  • The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment   Order a copy of this article
    by Surasak Suthongwan, Chanongkorn Kuntonbutr 
    Abstract: We examine the impact of traditional and digital touchpoints on customer engagement, with relationship quality and brand attachment as mediators. Data from 603 current automobile users in Thailand were collected using a survey and analysed using structural equation modelling. The fit indexes indicated that the data had an acceptable fit to the model. Only digital touchpoint was found to have a direct effect on customer engagement. Relationship quality was found to mediate the relationship between both traditional and digital touchpoints on customer engagement. Moreover, brand attachment mediated only the relationship between traditional touchpoints and customer engagement. Traditional and digital touchpoints seemed to have a differential effect on customer engagement. These findings provided marketing practitioners with some insight into how to craft a marketing strategy with better results.
    Keywords: customer engagement; traditional touchpoint; digital touchpoint; relationship quality; brand attachment.
    DOI: 10.1504/IJEMR.2021.10041814
  • Electronic service recovery strategies and satisfaction with electronic service recovery: moderating role of value co-creation   Order a copy of this article
    by Farzaneh Ghorbani Moghadam, Amir Mohammad Fakoor Saghih 
    Abstract: Despite efforts made by organisations for the provision of high-quality services, service failure (SF) is still considered a serious challenge in most organisations. In previous studies, there has been less interest in factors affecting the behaviour and satisfaction of customers with e-service recovery. To fill the existing research gap, this study investigates the effect of e-service recovery strategies on customer satisfaction with service recovery. It also aims to show how value co-creation adjusts customer perceptions of justice towards online service recovery and restores customer satisfaction. The hypotheses were tested using structural equation modelling with the help of SMART PLS. To this end, a questionnaire including 25 items was distributed among Alpha Bank customers selected by stratified random sampling (560 questionnaires were finally analysed). According to the results, ESR strategies improved customer-perceived justice and eventually customer satisfaction with service recovery (SR). The moderating role of value co-creation was rejected in Alpha Bank.
    Keywords: electronic service recovery strategies; customer satisfaction with ESR; perceived justice; value co-creation.
    DOI: 10.1504/IJEMR.2021.10041897
  • How trust and perceived risk create consumer purchase intention in the context of e-commerce: moderation role of eWOM   Order a copy of this article
    by Dudi Amarullah 
    Abstract: E-commerce is a business model that has developed very rapidly. In this context, this research is intended to examine how the mechanism of consumer trust and consumer perceived risk in creating purchase intention in the context of e-commerce, and how the role of eWOM in influencing the relationship between trust, perceived risk, and purchase intention. Empirical data were collected by distributing questionnaires to respondents in Indonesia. Hypothesis testing is done by using partial least square-structural equation modelling (PLS-SEM). The findings in this study indicate that trust has a positive impact on purchase intention, while perceived risk has a negative impact on purchase intention. For the moderating effects, the findings in this study indicate that eWOM was able to moderate the impact of perceived risk on purchase intention. In contrast, it was also found that eWOM was unable to moderate the impact of trust on purchase intention. Several implications are also presented at the end of the paper.
    Keywords: e-commerce; trust; perceived risk; eWOM; online purchase intention.
    DOI: 10.1504/IJEMR.2021.10042049
  • Interpersonal versus institutional trust: consumers' trust to sharing services and its impact on continuance intention   Order a copy of this article
    by Nezahat Ekici, Tuğba Özbölük 
    Abstract: The influence of trust on consumers' sharing intentions is an essential topic in electronic commerce. However, research on interpersonal trust is very scarce. Therefore, this paper explores the impact of interpersonal trust on consumers' continuance intentions to use sharing economy services. Another research question of this paper is how the impact of this trust differs by the service platforms which offer different products to share (pet, car, and accommodation). For this purpose, we conducted an online survey on 252 users from three separate sharing platforms. Findings reveal that trust in peer and trust in product play a significant role in consumers' continuance intentions regardless of platforms. Findings also show that disposition to trust indirectly affects the continuance intention of two platforms which offer pet or car sharing. We found that trust in product affects continuance intention for car sharing. We also found that the effect of trust in peer on continuance intention for pet sharing platform is relatively strong. Revisiting the concept and measurement of trust in the context of sharing economy, this paper is regarded as an important contribution to an underexplored area.
    Keywords: interpersonal trust; sharing economy; pet sharing; accommodation sharing; car sharing.
    DOI: 10.1504/IJEMR.2021.10042053
  • Brand attitude and purchase intention linkages in smartphone advertising: moderating role of psychological contract violation   Order a copy of this article
    by Shikha Karamchandani, Anushree Karani, Mitesh Jayswal 
    Abstract: Smartphone use has increased over the last decade, with an estimate of 760 million users in 2021. Because of the widespread availability of internet connectivity on smartphones and pervasive versatility, the way consumers associate with brands has shifted. It is essential to understand the factors by which brand attitude is shaped and how brand attitude leads to purchase intention. With this, the current study examines the impact of perceived advertisement value and context awareness value on purchase intention with mediating role of brand attitude and moderating role of psychological contract violation. The study adopted a descriptive single cross-sectional research design with quota sampling. The data was collected via a structured questionnaire through Google forms from 200 millennials of the Gujarat state. The study establishes that the perceived value of advertising and context awareness value positively contributed to brand attitude, and brand attitude also positively associated to purchase intention. The study also highlights that brand attitude positively mediates the relationship between advertising, context awareness value, and purchase intention. Further, the novel contribution of the study is how psychological contract violation moderates the relationship between brand attitude and purchase intention.
    Keywords: perceived advertising value; context awareness value; brand attitude; psychological contract violation; PCV; purchase intention.

  • To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products   Order a copy of this article
    by Sunildro L.S. Akoijam, Sultana B.A. Mazumder 
    Abstract: The paper attempts to examine how different factors influence online purchase intention across three product categories: clothing and apparel, consumer electronics and personal care. Data were collected from 416 customers from different parts of India. Multiple regression is used to analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.
    Keywords: online purchase intention; subjective norms; perceived usefulness; perceived enjoyment; perceived risk; social media influence.
    DOI: 10.1504/IJEMR.2021.10043371
  • Impact of social media marketing on purchasing intentions of luxury brands: the case of millennial consumers in the UAE   Order a copy of this article
    by Ansey John, Vijay Pujari, Sudipa Majumdar 
    Abstract: The proliferation of social media has created unparalleled opportunities for marketers. This paper studies the effectiveness of social media marketing in driving purchase intentions of luxury brands by exploring the key drivers of luxury brand consumption. Primary research was carried out amongst the millennial generation consumers residing in the United Arab Emirates (UAE), which generates the highest demand for luxury products in the world (Trade Arabia, 2018). To our knowledge, this is the first study to evaluate the social media marketing aspect of luxury brands in the UAE and makes important conceptual and empirical contributions to the existing literature through a multi-dimensional quantitative framework. Our results revealed that social media marketing has been effective in driving purchase intentions of luxury brands through the stimulation of materialism, hedonism, the need to seek social approval, or a combination of these factors. Our study has strong recommendations since consumers were found to be strongly influenced by celebrities and advertisements on social media platforms, which sends signals to marketers to enhance brand knowledge through 'role model' influencers and through innovative interactive features of networking sites.
    Keywords: luxury brands; purchase intentions; social media marketing; SMM; millennial; United Arab Emirates; UAE.
    DOI: 10.1504/IJEMR.2021.10043408
  • Antecedents and outcomes of omnichannel retail customer experience   Order a copy of this article
    by Hai Ninh Nguyen, Manh Dung Tran 
    Abstract: This research applies the concept of customer experience to omnichannel retail model and explores its antecedents and consequences. A conceptualised model was proposed to investigate the relationships among showrooming, webrooming, channel integration and omnichannel customer experience; relationships among the omnichannel customer experience and customer satisfaction, customer-brand engagement and word-of-mouth intention. 238 valid responses were obtained from surveys taken with customers of three biggest digital retailers in Vietnam which penetrating over 50% of the whole market share. Partial least square-structural equation modelling was employed to assess hypotheses. The results show that: 1) webrooming, showrooming and channel integration are the antecedents of the omnichannel customer experience; 2) omnichannel customer experience has three dominant outcomes as customer satisfaction, customer-brand engagement and word-of-mouth intention; 3) omnichannel customer experience plays the significant role in leading the customer satisfaction and webrooming has powerful role in enhancing customer experience.
    Keywords: showrooming; webrooming; channel integration; customer experience; omnichannel; customer behavioural intention.
    DOI: 10.1504/IJEMR.2021.10043620
  • How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk   Order a copy of this article
    by Ha Thu Nguyen, Anh Chi Phan, Phuong Hien Nguyen 
    Abstract: This paper presents the results of an empirical study on the relationship between e-service quality dimensions and consumer post-purchase behaviour as perceived value, satisfaction and loyalty in online shopping. PLS-SEM technique was applied to analyse the data collected from 468 Vietnamese consumers between December 2018 and June 2019. The analytical results indicate that information quality aspects (information accuracy, web design, security, ease of use, and website features) positively impact on outcome quality (order condition, timeless, and order accuracy) and outcome quality positively affects customer satisfaction. By emphasising the moderating role of perceived risk and the mediating role of perceived value, this study provides interesting managerial implications and contributes to the literature by suggesting a different approach on the topic of improving customer satisfaction in the electronic commerce environment.
    Keywords: e-service quality; perceived value; perceived risk; customer satisfaction; customer loyalty; e-commerce.
    DOI: 10.1504/IJEMR.2022.10044030
  • Developing brand relationships through social media communication: a cross-cultural comparison   Order a copy of this article
    by Marsela Thanasi-Boçe, Omar Ali, Ayse Begum Ersoy 
    Abstract: Enhancing brand relationships through communication have been the focus of business strategies especially when technology supported. The aim of this study was to examine the impact of social media (SM) communications on brand relationships and the role of SM usage in explaining brand relationship differences in different cultures. The study’s theoretical framework was based on the Hofstede’s cultural dimensions theory. Data were collected from SM users through online surveys in two countries: Albania and Turkey. Partial least squares structural equation modelling was used for the theoretical model. Multigroup analysis was used to compare the effects of SM communication quality between the two cultures. The overall model revealed a positive role of SM communications in strengthening consumers’ relationships with brands and a moderating effect of SM usage, indicating that greater user engagement in SM leads to stronger brand relationships. The results suggest that brand relationship quality is higher in cultures with greater SM usage. Furthermore, the results showed that the direct influence of SM communication on building brand relationships is less impactful among users of a higher collectivistic culture.
    Keywords: social media communication quality; SMCQ; brand relationship quality; BRQ; social media usage; SMU; Hofstede’s cultural dimensions theory; cross-cultural comparison.
    DOI: 10.1504/IJEMR.2022.10044788
  • Shopping website selection for lifestyle products using the AHP and TOPSIS methods under fuzzy environment   Order a copy of this article
    by Sumit Kumar, Soni Wadhwa, Bibhas Chandra 
    Abstract: Website selection is pivotal to virtual shopping. Consumers evaluate online retailers’ websites on the basis of identified criteria and sub-criteria before undergoing shopping. Among all product categories, the lifestyle segment occupies a sumptuous pie of online retail. The present study attempts to rank shopping websites for fashion and lifestyle segments in the fuzzy environment using an assessment for the analytic hierarchy process model and fuzzy TOPSIS. A case analysis has been performed to exhibit the feasibility and effectiveness of the proposed model. Marketers may arrive at strategic insights and use them to augment their existing policies to cater to the customers’ requirements as discussed in this study.
    Keywords: shopping website; online stores; fashion and lifestyle; India; multiple criteria decision making; MCDM; analytical hierarchy process; AHP; fuzzy TOPSIS; sensitivity analysis.
    DOI: 10.1504/IJEMR.2022.10044965
  • Brand equity: a systematic literature review   Order a copy of this article
    by Maryam Alefpour Tarakameh, Sepideh Nasiri, Manouchehr Ansari, Maryam Goudarzi, Nazanin Jafarbekloo 
    Abstract: In today’s competitive landscape, proactive companies are trying to achieve competitive edge and build a strong customer equity. Hence, focusing on brand equity as the most valuable intangible asset, is essential for companies continued survival and success. Managers are progressively searching for valuable practices to create substantial consumer-based brand equity. Brand equity (BE) is significant in assisting consumers in processing information, especially when the information is overloaded. For firms, growing BE is a crucial objective to gain more favourable associations and feelings of target consumers. Accordingly, this paper addresses this issue through a systematic literature review of the selected papers that conveyed the concept of BE from 2015 to 2020, aiming to review BE concept, proposed BE models and the most frequent ones, the most widely used metrics in developing BE studies. We hope this study provide present conceptual, administrative, and applicable guidelines to the academic community, managers, and brand owners.
    Keywords: brand equity; BE; consumer-based brand equity; brand equity models; measurement brand equity; brand equity dimensions.
    DOI: 10.1504/IJEMR.2022.10046689
  • A model of factors influencing customers' intention to use e-wallets during COVID-19 in Vietnam   Order a copy of this article
    by Bui Nhat Vuong 
    Abstract: During the current pandemic, humanity is facing many difficulties. People have to keep a certain distance to be able to keep themselves safe. As a consequence, e-commerce appears and helps humans can buy/sell without having to meet each other directly. Along with the growth of e-commerce, electronic payment has become explosive as if it was created to solve this problem and one of them was e-wallet. E-wallet brings many benefits for people as convenient, fast, economical, etc. Therefore, the aim of this research is to discover factors that affect the intention to use e-wallets, noting the mediating roles of attitude toward using e-wallets. Survey data was collected from 740 respondents who have knowledge of e-wallet as Momo, Zalopay, AirPay and ViettelPay in Vietnam. Results from the partial least squares structural equation modelling (PLS-SEM) discovered that facilitating condition, perceived credibility, effort expectancy, social influence, and performance expectancy positively impacted intention to use e-wallets. Also, these relationships were mediated by attitude toward using the e-wallet. Moreover, this study also proposed some recommendations to enhance intention to use e-wallets during COVID-19 in Vietnam.
    Keywords: perceived credibility; facilitating conditions; effort expectancy; performance expectancy; social influence; e-wallets; electronic wallets; Vietnam.
    DOI: 10.1504/IJEMR.2022.10046690
  • A review of determinants of marketing analytics adoption by business enterprises   Order a copy of this article
    by Nilesh Gokhale, Partha Saha 
    Abstract: This paper presents a systematic review and analysis of determinants of marketing analytics adoption by business enterprises. Multiple but limited research studies have attempted to study the determinants of marketing analytics’ adoption but there is no research that comprehensively reviews and analyses the existing studies and gives holistic findings indicating determinants of marketing analytics’ adoption. Multiple determinants of the marketing analytics adoption have emerged from this study out of which six determinants emerge out as the most referred determinants. Those determinants are the attitude and support of top management towards adoption, availability of suitable data, reliable information technology (IT) infrastructure, return on investment (RoI), the complexity of the proposed model, and data security. These determinants can be broadly classified into three dimensions viz. technological, organisational, and environmental dimensions. The findings will provide helpful direction to further research in the field of MA to academicians, researchers as well as enterprises.
    Keywords: marketing analytics; marketing technologies; literature review; adoption; determinants; marketing mix; business enterprises; business analytics; big data.
    DOI: 10.1504/IJEMR.2022.10046691
  • Information processing from electronic word of mouth: an integrative framework   Order a copy of this article
    by Aun Ahmed, Amritesh . 
    Abstract: The authors propose a model of electronic word-of-mouth (eWOM) processing that integrates the conflict monitoring and the self-validation hypotheses. The model brings novel insights into the processing of eWOM by stressing cognitive conflict, a defining characteristic of eWOM. Extant models build on the notion that persuasion is inherent in eWOM and fail to account for what causes elaboration. This paper conceptualises eWOM-section as a gestalt of cues varying in their demand for cognitive resources, and the proposed model accounts for attitude appraisals relative to initial attitude. Also, eWOM literature has largely ignored time, an essential factor in consumer decision making, implicit in the proposed model. The model is contrasted with an earlier integrative model, research propositions are drawn, and conceptual contributions and practical implications are discussed.
    Keywords: information processing; electronic word of mouth; eWOM; conflict monitoring; persuasion; dual-process models; elaboration likelihood model; online reviews; self-validation.
    DOI: 10.1504/IJEMR.2022.10046692
  • E-commerce expansion in the Japanese apparel market   Order a copy of this article
    by Xueying Wu, Tao Hua Ouyang, Takeshi Okayama, Takuya Urakami 
    Abstract: The purpose of this study is to highlight the expansion of e-commerce (EC) in the Japanese apparel market and investigates the impact of online sales on the performance of the Japanese apparel makers. Descriptive statistics and a regression analysis are used to tackle this issue. The findings of this study are as follows. First, it was clarified that the EC penetration rate of the apparel market is greater than the average of Japan as a whole and this rate is increasing. It was also revealed that EC efforts of apparel companies have a significant positive impact on the performance for relatively large companies. This indicates that the EC efforts of apparel companies are an important strategy as the EC penetration rate continues to grow steadily in the Japanese apparel market.
    Keywords: e-commerce; Japanese apparel market; firm’s performance; regression analysis.
    DOI: 10.1504/IJEMR.2022.10046693
  • Testing a structural model on consumers' fear of COVID-19, death anxiety, mental well-being and online shopping attitudes with a process macro   Order a copy of this article
    by Zübeyir Çelik 
    Abstract: In this current study, a structural model developed in terms of fear of COVID -19, death anxiety, mental well-being, and online shopping attitude is tested. After obtaining data from 276 people, the structural model was tested using the Process macro. According to the study result, fear of COVID-19 has a direct positive and significant effect on death anxiety and online shopping attitude. Fear of COVID-19 has an indirect effect on online shopping attitude through the mediating role of death anxiety. However, mental well-being has a negative and significant moderating role in the effect of fear of COVID-19 on online shopping attitude. Moreover, according to the results of the study, death anxiety and mental well-being have a direct positive and significant effect on online shopping attitudes. According to these results, it is possible to argue that the model has structural validity. Theoretical and practical implications and directions for future research are provided.
    Keywords: fear of COVID-19; death anxiety; mental well-being; online shopping attitude; process macro.
    DOI: 10.1504/IJEMR.2022.10047204
  • Predicting consumers' intention to use OFD services during COVID-19 health emergency in USA and UK: an application of the S-O-R model   Order a copy of this article
    by Giada Mainolfi, Simona D’Amico 
    Abstract: The aim of this study is to test a model in which utilitarian and hedonic attitudes predict behavioural reactions with respect to OFD services, using theoretical advances related to S-O-R framework. To test the proposed model, an online survey was conducted on a sample of the US residents (315) and on a sample of UK residents (202) during the period March-May 2020. The proposed model was tested with structural equation modelling. Risk perception of COVID-19 contagion positively influences utilitarian attitude, and it is not significantly related to the affective internal state of the individual (hedonic attitude). The study validates a comprehensive conceptual model that explains the intention to use OFD services during the health emergency. The paper provides guidance for supporting food companies in deciding the most appropriate ways to reduce the perceived risk associated with the use of the home delivery services and to increase the perceived ease of use.
    Keywords: S-O-R model; delivery systems; perceived risk; utilitarian attitude; hedonic attitude; the USA; the UK.
    DOI: 10.1504/IJEMR.2022.10047494
  • An analysis of consumer perception towards supermarket and online shopping: a systematic review   Order a copy of this article
    by Shagun Jain, Tina Shivnani, Jampala Maheshchandra Babu 
    Abstract: The study’s primary purpose here is to identify the perception held by consumers toward the supermarkets and online shopping platforms. The traditional organised retail stores (supermarkets) gained popularity for shopping, however, with the advent of technology, online shopping channels have been highly preferred by consumers in recent times. Although the past literature is abundant, with studies affecting consumers’ perception of the two modes of shopping, a comparative analysis based on them is lacking. This study addresses this gap and conducts a systematic review followed by the PRISMA method. The study identifies three sets of factors for consumer perception towards supermarkets includes ambience, quality and price and online shopping includes perceived risk and trust, word-of-mouth effectiveness and the website design. The study overall is able to put forward the key factors that have been established to cause a significant impact on consumer perception and can be used for future research.
    Keywords: consumer; perception; supermarkets; shopping; online.
    DOI: 10.1504/IJEMR.2022.10047756
  • Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes   Order a copy of this article
    by Stephen Oduro, Alessandro De Nisco 
    Abstract: Informed by consumer behaviour theories, this study aims to provide a quantitative review of the effect of four selected design atmospherics colour, lighting, store-layout, and product display - on three shopping outcomes approach behaviour, behavioural intentions, and emotional states in retail, service, and online settings. Methodologically, 76-independent articles were analysed using both subgroup and meta-analytic regression analyses from 1980-2019. Results showed that product display yields the highest ratings on shopping outcomes (r = 0.28), followed by colour (r = 0.24), layout (r = 0.23), and lighting (r = 0.22). Moreover, findings divulged that the aggregate effect of design atmospherics on behavioural intentions (r = 0.32) is larger than on approach behaviour (r = 0.22) and on emotional states (r = 0.21). The moderator analysis unveiled that shopping setting, experimental design, store format, and study design significantly account for between-study variance. These results offer useful insights regarding future research avenues and underline relevant managerial implications for designing and managing physical stores, services, and e-commerce websites.
    Keywords: design-atmospherics; shopping-outcomes; meta-analysis.
    DOI: 10.1504/IJEMR.2022.10047757
  • Antecedents of m-commerce satisfaction and purchase behaviour in the footwear industry   Order a copy of this article
    by Mehruba Haque, Amy Wong 
    Abstract: This study examined the antecedents of customer satisfaction and purchase behaviour in an m-commerce setting. Data was collected from online customers who have previously purchased footwear from the m-commerce website of a leading footwear retailer in Bangladesh, a developing country. Using multiple regression analyses, the study examined the relationships between the independent and dependent variables (i.e., customer satisfaction and purchase). The results highlighted the positive effects of perceived website interactivity and perceived information quality on customer satisfaction, as well as the positive effects of perceived ease of use and perceived service quality on customer purchase behaviour. This study highlighted the important factors that m-commerce websites should focus on in order to deliver an enjoyable online shopping experience that can bring about the fulfilment of customer expectations, leading to stronger customer relationships and increased sales for the company. Further discussion and implications are presented.
    Keywords: perceived website interactivity; perceived information quality; perceived service quality; customer satisfaction; purchase behaviour.
    DOI: 10.1504/IJEMR.2022.10046224
  • Effectiveness of in-game advertisements within role-playing games   Order a copy of this article
    by Luis Guerra, Deepak Saxena 
    Abstract: The digital gaming industry has grown tremendously in the past decade. The vast potential of the gaming market combined with consumers' defiance for traditional advertising calls for research focusing on finding the most effective ways to implement advertisements within digital games. Although research has studied factors such as advertisement format, gaming experience, demographics, brand familiarity and advertising attitude in racing game, limited research has been performed in the genre of role-playing games (RPG), which accounts with a vast player base. This study investigates the influence of two key factors - prominence and congruity - on brand awareness and brand attitudes in the RPG context. Using brand placement in a self-developed game, this study finds that passive and incongruent advertisements are associated with high brand recognition and brand recall in the RPG genre.
    Keywords: in-game advertising; prominence; congruity; brand recall; brand recognition.
    DOI: 10.1504/IJEMR.2022.10046225
  • Workplace mindfulness and customer satisfaction: an investigation in hospitality industry based on overall ratings   Order a copy of this article
    by Eser Erdurmazlı, Haluk Erdem, Ufuk Türen, Yunus Gökmen, Gökdeniz Kalkın 
    Abstract: Despite the growing number of studies demonstrating its substantial potential in workplace settings, empirical studies on effects of workplace mindfulness on individual and organisational outcomes are still at a very early stage. Furthermore, the number of studies on how to improve attitudes and behaviours of hotel employees to a much higher level is insufficient. In this regard, based on self-regulation theory, this study examined the relationship between hotel employees' mindful behaviours and guest satisfaction in the form of overall ratings. To that end, 286 employees from 20 hotels in Mula province of Turkey constituted the study's sample. The results of the analyses revealed a significant relationship between workplace mindfulness and customer (guest) satisfaction. We expect that this study can make a significant contribution to filling the current theoretical gap in relevant literatures. We suggest that it may be very beneficial for hotel operators to invest in training and supporting of their employees to improve their mindful job attitudes and behaviours if they want to increase guest satisfaction so that they can become and remain competitive in the sector.
    Keywords: workplace mindfulness; customer/guest satisfaction; hotels; hospitality industry;; self-regulation theory.
    DOI: 10.1504/IJEMR.2021.10039337
  • Interactive websites of e-malls instigate intentions to generate e-WoM   Order a copy of this article
    by Tahir Mumtaz Awan, Tayyaba Latif, Faheem Aslam, Tayyba Fatima 
    Abstract: The study was outlined to understand antecedents of consumers' intentions to generate electronic word of mouth (e-WoM) and to examine the role of website interactivity with the interplay of e-satisfaction, perceived ease-of-use and perceived usefulness. Data was collected through self-administered questionnaires from the respondents of both genders belonging to multiple age groups. Data analysis was carried out through Smart PLS and the hypothesised relationships were tested. The results illuminated significance of websites' interactivity in achieving a well-generated content from consumers and revealed that all three intervening constructs play vividly to facilitate consumers in sharing their experiences. It implies that companies should focus on developing strategies to make their website more interactive. Marketers can conveniently work upon their desired e-WoM generation in order to obtain rich user-generated content. The practice is also considered as an information dissemination mechanism, consequently educating consumers.
    Keywords: e-malls; website interactivity; intention to e-WoM; perceived usefulness; perceived ease-of-use; PEoU; e-satisfaction.
    DOI: 10.1504/IJEMR.2022.10046223
  • The determinants of e-tourism websites for tourists while selecting a travel destination   Order a copy of this article
    by Sheshadri Chatterjee, Dipasree Majumdar, Sanjay Misra, Robertas Damasevicius 
    Abstract: The purpose of this article is to identify the determinants of the e-tourism websites for tourists to select their travel destinations. Based on the review of the literature, a conceptual model has been developed. The model contains antecedents of e-tourism websites that could help a tourist to select the travel destination. The model has been validated statistically with a survey involving 309 usable respondents. The PLS-SEM analysis was conducted for hypotheses testing and for validation of the conceptual model. The results show that the antecedents of e-tourism websites like the ease of use, website enjoyment, perceived authenticity of websites, and perceived risk have an impact on the tourists for selection of their travel destinations. The e-tourism websites should possess special features to help travellers to accurately finalise their travel destinations. The developer of the website should design the websites to be interactive so that the viewers can enjoy while surfing the website and should be cautious towards the accuracy of the information-content so that the viewers can feel the contents authenticated. Since there are not many studies in the context of the contribution of e-tourism websites for selecting a travel destination, this study has taken an attempt to fill up this gap.
    Keywords: e-tourism; travel destination; enjoyment; trust; authenticity; interactivity.
    DOI: 10.1504/IJEMR.2022.10046226
  • The impact of new e-retailer's policy information on post-purchase services towards customer satisfaction   Order a copy of this article
    by E. Noble Kennedy, Goutam Kumar Kundu 
    Abstract: The purpose of the study is to examine the relationship between the policy information and post-purchase services towards customer satisfaction that influences repeat purchase intention of the new e-retailers in India. Using SmartPLS 3 structural equation modelling software, authors present an enhanced model based on the survey from the customers who had the online purchase experience from new e-retailers. It extends from the previous past studies from post-purchase studies that affect customer satisfaction and repeat purchase intention. The result of the study shows that policy information (policy clarity, policy fairness, and policy trust) improves the post-purchase services (customer support, delivery service, delivery tracking, and product return) and significantly adds value to customer satisfaction and influence repeat purchase intention. The contribution of this study is as follows: it first identifies the variables having relevance to the policy information of new e-retailers; second, it evaluates the impact of e-retailers policy information that promises and encourages post-purchase services; third, proposes a significant measure of model extension with the relationship between policy information and post-purchase services towards customer satisfaction.
    Keywords: e-retailer; supply chain; post-purchase; policy information; customer satisfaction; repeat purchase intention.
    DOI: 10.1504/IJEMR.2022.10045114