1,720,960 research outputs found
Social media atmosphere enhancing live streaming marketing performance: A mixed method study
No full textExploring the impact of perceived value dimensions and brand image on in-game purchase intention in freemium mobile games
No full textThis study investigates the factors influencing in-game purchase intention in freemium mobile games, with a focus on perceived value dimensions and the mediating role of brand image. The findings reveal that perceived enjoyment is the most significant predictor of purchase intention, while economic and quality values have limited direct effects. Surprisingly, perceived unobstructedness positively impacts purchase intention, challenging previous assumptions. Social value, however, does not significantly affect purchase intention, suggesting its role may be overestimated in freemium games. This research contributes to the academic understanding of how players’ perceived values and brand image shape their purchase decisions. It introduces brand image as a key mediator and offers new insights into how emotional, unobstructedness and brand image drive consumer behaviour in freemium mobile games. By broadening the conceptualization of perceived value, this study enriches the theoretical framework of in-game purchase intention, providing valuable implications for both academic research and practical game design and marketing strategies
Exploring innovative UGC as a branding tactic in the digital era
No full textAdopting the Stimulus-Organism-Response (SOR) model, this study regards perceived UGC characteristics (perceived usefulness, risk, and credibility) as the antecedents, brand perception (both functional and affective) as the mediator, and purchase intention as the dependent variable. 247 valid responses were examined using SPSS, revealing that perceived UGC credibility and usefulness positively impact brand perception, while perceived UGC risk negatively impacts functional brand perception
The antecedents of m-banking usage under capital controls in Greece: a mixed methods approach
No full textPurpose: capital controls restrict cash withdrawals and international transfers, among other restrictions. The purpose of the study is to explore how capital controls have influenced m-banking usage and disclose the underlying factors that explain m-banking usage intentions.Design/methodology/approach: grounded on the Technology Acceptance Model (TAM), this study assumes that usage behavior may be different from intentions to adopt. In-depth interviews (study 1) were employed with both consumers and bank employees to explore the factors of m-banking adoption under capital controls, followed by an online survey (study 2) pertaining to examine the relationships between underlying factors.Findings: Study 1 reveals that the growth of m-banking usage is strongly associated with capital controls that perceived ease of use, usefulness, risk, technology anxiety and decision comfort are significant attributes in influencing usage intention. Study 2 verifies that most underlying factors are important predictors of m-banking usage intention, except technology anxiety does not impact m-banking usage.Research limitations/implications: the respective effects on usage intentions may be different in the absence of capital controls. A similar study could examine the importance of the respective constructs in conditions of no forced use. The case of forcing consumers to adopt a technological innovation could be further explored.Practical implications: retail banking consumers have changed their banking and financing behaviors because of capital controls. Forced usage may cause customers to cultivate positive attitudes towards the technology and consider it for continuous usage.Originality/value: capital controls were found to impact positively customer behavior towards m-banking. It is revealed that capital controls have forced bank customers to adopt and use m-banking for their financial needs
Smartphone uses in brick-and-mortar retailing stores: gratifications as antecedents of consumer’s state anxiety and purchase intention
No full textGrounded in the Uses and Gratifications (U&G) theory, this paper attempts to explore the distinctive smartphone uses and consumers’ expected gratifications during a shopping journey in brick-and-mortar retailing stores; it also aims to answer if in-store consumers should be encouraged to use smartphones. Through designing a mixed-method research, a micro-ethnography study was undertaken before statistically examining the relationships between the constructs through Structural Equation Modeling (SEM). The results indicate that smartphone’s utilitarian and hedonic gratifications could reduce consumer’s state anxiety while social gratifications do not leave any impact. Higher level of state anxiety could undermine consumer’s in-store purchase intention
A systematic literature review of store atmosphere in alternative retail commerce channels
No full textThe importance of store atmospherics on consumers’ shopping behavior has been widely studied since the 1970s. Over the years, and with the development of technology, store atmosphere has changed form and shape in alternative retail commerce channels, such as brick-and-mortar, 2D and 3D online, mobile, and virtual and augmented reality. However, despite its importance, there is not a holistic analysis of the components and dimensions of store atmosphere in retailing. This research fills this gap by denoting integrated knowledge and outcomes in alternative commerce channels and developing a unifying integrative framework that includes the components, the antecedents, and the consequences of store atmosphere. We follow a systematic literature review approach to (1) review past research and directions, (2) develop a map of the components of store atmosphere in the last 45 years, (3) explicate 208 variables that are directly linked with store atmosphere, and (4) draw an integrative framework and present future research directions and managerial implications
Unlocking the shopping myth: can smartphone dependency relieve shopping anxiety? – a mixed-methods approach in UK omnichannel retail
No full textDigital technologies have enriched various consumer shopping patterns across multiple contexts and channels. Smartphones, as the most daily dependent device, have altered and assisted individual shopping decisions in omnichannel retailing. Drawing on the uses and gratifications theory, this research investigates emerging smartphone uses and consumers’ corresponding gratifications in shopping centers. Following a sequential mixed-methods approach, we first conducted semi-structured interviews with forty-three shoppers followed by a targeted survey in the similar fields. The findings allowed us to group nine specific smartphone uses into utilitarian, hedonic and social gratifications; moreover, both utilitarian and hedonic gratifications reduce state anxiety whereas social gratifications do not impact perceived anxiety. Consequently, a reduced level of state anxiety from achieved gratifications will significantly enhance consumer’s purchase intentions. We offer insightful theoretical contributions and implications to marketing practitioners
Managing the challenge of luxury democratization: a multicountry analysis
No full textOnce the preserve of the elite, many luxury brands are now targeting the rapidly rising global middle classes. This “democratization of luxury,” understood as the perceived reduction in distinctiveness, exclusivity, and self-differentiation of luxury goods due to wider availability and access, has changed the luxury industry landscape substantially, and yet it remains an underexplored phenomenon in academic research. Building on the theory of network effects, this study focuses on how democratization influences the relationship between conspicuous signaling and luxury purchase intentions. Analysis of primary data (n = 1,156) from luxury consumers in developed (United States and Spain) and developing (China and India) markets with distinctly differing economic trajectories reveals the varying negative moderating influence of democratization. These negative effects of luxury democratization are more pronounced in developing markets (Study 1). Further, the findings highlight that consumer indulgence can help mitigate negative externalities associated with luxury democratization (Study 1) and identify its underlying mechanism through positive affect (Study 2). The multimethod approach demonstrated in this study sheds new light on consumer perceptions of luxury democratization and offers actionable implications for international luxury firms on managing this challenge in developed and developing markets
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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