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International Journal of Technology Marketing (10 papers in press)
Community, creativity and piracy: a triadic approach towards understanding music streaming adoption among Indian audiences by Akhil Pillai, K. Namadev, Pranith Kumar, Kalyani Suresh Abstract: Online music streaming is relatively fresh in India but there are a considerable number of users and downloads since its arrival in the country. This research is an attempt to address the literature gap in understanding music streaming purchase vs. piracy intention among Indian consumers. The results of the field study involving 500 respondents suggest that music streaming services (MSSs) that incorporate features that facilitate individual creativity and community building contributes towards the ease of use and usefulness of the system. MSSs that integrate features that advance creativity facilitation help users derive a sense of ease of use and enjoyment. Features that also contribute towards community facilitation along with enjoyment lead to intention to subscribe to MSSs. The results of the study also show a link between enjoyment and a reduction in unauthorised downloading intention. A convincing value-proposition for a pronounced user experience is imperative for a successful business model. Keywords: music streaming; creativity; community; piracy; purchase intention; India. DOI: 10.1504/IJTMKT.2021.10037754
Technology-tailored tourism experiences. Context, tools, and users by Anna D'Auria, Marco Tregua Abstract: The research aims to perform an in-depth analysis of how the provision of tourism services has changed in recent years. The analysis of literature focused on two elements that emerged as pivotal in the tourism experience, namely, the digital tools and the context in which the service experience takes place. To support and extend the theoretical results, in the second part of the study, we selected and discussed relevant examples from the tourism and cultural sector to outline the main service features and the role of actors in the provision of technology-tailored tourism experiences. Keywords: tourism experiences; digital tools; context; technology-tailored services; proximity marketing. DOI: 10.1504/IJTMKT.2021.10037676
Analysing consumers' smartphone adoption decisions using qualitative dimensions: a multi-criteria decision approach by Vibha Trivedi, Ankur Chauhan, Ashish Trivedi Abstract: The rapid technological advancement and its proliferation in the form of smartphones and other information and communication technology (ICT) have been evident in the present global markets. Therefore, it has become imperative for companies to better understand the underlying decision process to harness this market opportunity. The present research work aims to embrace the theoretical underpinnings of the technology acceptance model (TAM) and multi-attribute utility theory (MAUT) to explore and prioritise smartphone adoption factors, and uses them to support the customer decision of smartphone selection on certain qualitative dimensions. Multi-criteria decision-making (MCDM) approach based on fuzzy sets, analytic hierarchy process (AHP), and technique for order preference by similarity to ideal solution (TOPSIS) are further employed to support customer decisions of smartphone adoption. The results reveal that smartphone brand value and value for money are key factors that shape the smartphone purchase decision. Keywords: smartphones; technology adoption; multi-criteria decision-making; MCDM; analytic hierarchy process; AHP; TOPSIS. DOI: 10.1504/IJTMKT.2021.10037460
Mobile advertising acceptance and use of mobile payment by Soledad Ponce, Cecilia Ugalde Abstract: An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudes towards mobile advertising, factors that influence the intention to accept mobile advertising and the use of mobile payments. A total of 384 surveys were collected from mobile users from Ecuador and the conceptual model was tested with a confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that for there to be acceptance of mobile advertising and user intention to use mobile payment, companies must work to build trust in the mobile user. Recipients of messages from companies must feel that the advertising is useful and there must be a positive attitude on their part. This study provides valuable information for marketers and advertisers to understand how mobile advertising acceptance contributes to boost the use of mobile payment. Keywords: mobile devices; mobile advertising; user attitude; mobile trust; mobile payment; acceptance of mobile advertising; mobile marketing strategy. DOI: 10.1504/IJTMKT.2021.10037559
The influence of social media platforms on the customer purchase intention post COVID-19 outbreaks by Maria Venensia Sarita Putri, Farras Ramadhan, Kemri Agustine Dameria Simangunsong, Willy Gunadi Abstract: Social media platforms are the most used tools to find out information, while at the same time act like a bridging tool towards an online shopping platform, because it can definitely influence the customer's intention to purchase. This study will investigate an understanding regarding the capability of social media to influence the customers, so it will give an insight of how to do the right marketing target, based on the result of the influence that social media platforms can give towards the customer purchase intention. This study will use the UTAUT2 framework and will be measuring it all along with the additional variable 'informativeness'. This study will also use the multiple regression as an analysing tool. By using the tools and variables we will further analyse the additional variable 'informativeness' and its relation with the capability and effect that the social media platform can give towards a customer purchase intentions. Keywords: purchase intention; social media platform; social media usage; informativeness; UTAUT2. DOI: 10.1504/IJTMKT.2021.10038681
Special Issue on: Role of Digital Sources and Technological Advancement in Marketing Practices and Problems
Effect of eWOM valence on purchase intention: the moderating role of product by Gobinda Roy, Biplab Datta, Srabanti Mukherjee, Rituparna Basu, Avinash K. Shrivastava Abstract: This study investigates the effects of electronic word of mouth (eWOM) valence on online purchase intention. The study also examines the moderating effect of the products nature on the relationship between valence and purchase intention. The study empirically tested the proposed model with survey-based data using the analysis of variance method with a randomised block design. The result indicated a significant effect of eWOM valence on purchase intention that is moderated by the nature of products. Practical and theoretical implications of research along with future research directions are also discussed. Keywords: electronic word of mouth; eWOM; mixed neutral eWOM; search products; experience products; purchase intention; eWOM valence. DOI: 10.1504/IJTMKT.2021.10035724
Artificial neural network to diagnose the consumer behaviour towards non-fuel products and services at filling stations by Gautam Srivastava, Surajit Bag Abstract: The petroleum companies are transforming their business model from fuel retailing to non-fuel retailing to increase their revenues. However, predicting the complex buying behaviour of the consumer is a major challenge faced by petroleum retailers. Therefore, there is a need for research to develop models, which can predict consumer behaviour pertaining to non-fuel retailing at filling stations. The study intended to predict the buying behaviour of the consumers of non-fuel products and services at filling stations. The study proposed a predictor model by using an artificial neural network (ANN). The literature reveals that an artificial neural network is a better predictor than traditional predictors, such as logistic regression and discriminant analysis. This research can help develop the supervised machine learning model and further classify the consumers visiting the filling stations. This model can analyse consumer behaviour with an automation system, which reduces the cost of marketing with more accurate results. This paper extends the applications of ANN in the domain of marketing and the precise analysis of the consumer behaviour. Keywords: artificial neural network; ANN; consumer behaviour; predictor; non-fuel retailing; filling stations; India. DOI: 10.1504/IJTMKT.2021.10036874
Consumer response towards personalised pricing strategies in online marketing by Vijay Victor, Robert Jeyakumar Nathan, Maria Fekete-Farkas Abstract: E-tailers are now capable of customising prices for an individual buyer or a group of buyers who exhibit similar behavioural traits and perceived ability to pay. Tailoring prices based on personal information may evoke unanticipated reactions as it could infringe users privacy and hurt fair price perceptions. To investigate the potential impact of positive and negative online personalised pricing situations, this study conducted a controlled experiment to observe the changes in consumer behaviour in a personalised pricing context. Seven hundred and twenty responses were collected from thriving online-active communities in India and Malaysia, both countries with high growth of e-commerce activities. Consumers reaction towards fair price, customer loyalty, privacy concern, purchase satisfaction; and the influence of these constructs on post purchase behaviours such as repurchase intentions, revenge intentions and strategic purchase intentions were analysed using PLS SEM modelling. Results indicate online consumers in both countries have high
privacy concerns, and as it increased, their repurchase intentions decreased
correspondingly. Strategic purchase intentions and revenge intentions increased
regardless of positive and negative purchase situations, while purchase satisfaction mediates fair price perceptions and repurchase intentions. Keywords: personalised pricing; online marketing; e-commerce; electronic commerce; consumer behaviour; digital footprints; India; Malaysia. DOI: 10.1504/IJTMKT.2021.10038457
Determinants of smart speaker adoption intention: extending the theory of planned behaviour by Ritu Gupta, Kokil Jain, Isha Jajodia Abstract: The rise of voice-activated technology has led to surge in demand of smart speakers, in the last few years. The current study extends the theory of planned behaviour, while integrating perceived risk and trust along with perceived ease of use and perceived playfulness in the context of smart speaker adoption. Data 187 respondents was analyzed using partial least squares structural equation modelling (PLS-SEM) with SmartPLS v.3.2.7. The results indicate perceived trust and perceived ease of use significantly predict attitude towards smart speaker usage. Attitude is found to be the strongest predictor of intention to adopt smart speakers followed by subjective norms and perceived behavioural control. The results also support that perceived risk is negatively associated with intention to adopt smart speakers. The study offers fresh understanding of the different psychological factors underlying the adoption of smart speakers and offer useful implication for product developers
Keywords: smart speakers; AI technology; theory of planned behaviour; technology adoption; partial least squares structural equation modelling; PLS-SEM. DOI: 10.1504/IJTMKT.2021.10038458
Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials by P.S. Raghu Kumari, Arpit Lodha Abstract: Indian economy is aiming to achieve $1 trillion of economic value from the digital economy by 2025 with the help of increased infrastructure and digital adoptions. Inspired by TAM and UTAUT2 models, our study aimed at testing the moderating effect of self-efficacy (SE) and social influence (SI) on e-payments adoption among Indian millennials using primary data. It was found that PEU and security are positive and significant, both SE and SI have a moderating effect with security and PEU respectively and multi-group analysis gave more interesting insights on this. The findings are highly useful for managers, app designers and policymakers to increase the e-payments adoption, and thereby it helps India to become a cashless economy. Keywords: millennials; e-payments; electronic payments; adoption; self-efficacy; social influence. DOI: 10.1504/IJTMKT.2021.10038769