Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abhishek Srivastava ◽  
Shilpee A. Dasgupta ◽  
Arghya Ray ◽  
Pradip Kumar Bala ◽  
Shibashish Chakraborty
Keyword(s):  
Augmented Reality ◽  
Big Five ◽  
Structural Equation ◽  
Subjective Norms ◽  
Ease Of Use ◽  
Big Five Personality ◽  
Perceived Ease Of Use ◽  
Interactive Marketing ◽  
Adoption Of Technology ◽  
Content Type

PurposeThe purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.Design/methodology/approachA quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.FindingsWhile the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.Practical implicationsThe data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.Originality/valueThe findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.

Augmented reality interactive technology and interfaces: a construal-level theory perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lan-Lung (Luke) Chiang ◽  
Tseng-Lung Huang ◽  
Henry F.L. Chung
Keyword(s):  
Augmented Reality ◽  
Information Content ◽  
Construal Level Theory ◽  
Interactive Technology ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Interactive Marketing ◽  
Content Type ◽  
Navigation Structure ◽  
System Characteristics

PurposeIn modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to products and view them worn on themselves. Accordingly, ARIT is increasingly common in online retail environments because this dynamicproduct imagery decreases the gap between online and offline shopping. On the basis of construal-level theory (CLT), this study not only examines the system characteristics that impact the perceived ease of use and usefulness of ARIT but also explores how these system characteristics can successfully affect online consumers to adopt ARIT in retail settings.Design/methodology/approachIn this study, ARIT is applied mainly in an online clothes fitting context. By conducting a task-based laboratory study, 344 valid samples were collected. Structure equation modeling (SEM) was employed for further analysis.FindingsNavigation structure, graphic style and information content were identified as the three system characteristics that affect perceived ease of use and usefulness of ARIT. Of the three characteristics, information content has the greatest impact on perceived ease of use and usefulness of ARIT. The study also found that navigation structure, graphic style and information content all shape ARIT system characteristics, and this explains and predicts the perceived usefulness and perceived ease of use effect better than any original single system characteristic.Originality/valueInteractive marketing research indicates that the influence of immediately visualizing consumer–product matching effects creates excitement, arouses emotions and triggers curiosity to explore additional product purchase experiences. This study contributes to the present body of knowledge of the concept of ARIT systems. This is a pioneer research that uses CLT to act as a crucial psychological mechanism that dominates online fitting and apparel appraisal for consumers using ARIT. This study serves as a reference for designing and employing multisensory ARIT applications in interactive marketing to drive online sales.

Examining the intentions of a Ghanaian technical university students to use e-library

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eugene Okyere-Kwakye ◽  
Khalil Md Nor
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Library Resources ◽  
Technical University

Purpose Electronic library (E-library) is a form of computer mediated system that uses electronic media, such as Web/internet devices and distributes resources to improve on the quality of teaching and learning. Students’ use of e-library for learning is essential and as such the government has invested hugely into its subscription for several university libraries in Ghana. However, most university students feel reluctant to use the e-library resources for their studies. The purpose of this paper is therefore to examine the factors that influence students’ intention to use e-library resources for their studies. Design/methodology/approach Questionnaire was used to collect data from 200 students from one Technical University in Ghana. Structural equation modeling (SmartPLS) was used to analyze the data. Findings The study found that accessibility, attitude, perceived ease of use, perceived usefulness and relevance to studies have positive significant effect on students’ attitude to use e-library. In addition, self-efficacy, subjective norm and attitude have positive significant influence on students’ intention to use e-library. Research limitations/implications Although the sample frame used for this study may be unique, but the total amount of data collected was limited to providing the general representative of the Ghanaian students in one particular university. Other researchers may consider collecting data from other universities to extend the sample frame for a larger sample size of students. Practical implications Academic administrators need to organize training and workshops on how to use the e-library portal for their search and other didactic assignments. Most importantly, students should be given IT or internet tutorials as foundation for the use of the e-library portal. Social implications Universities have to provide internet access such as hotspot and network routers at the labs, classrooms and other vantage points. It is believed that with these in place, adequate access to the internet would promote students’ engagement on the e-library facility. Originality/value The study examines the factors that influence students’ intention to use e-library resources for their studies in Ghana.

Determinants and outcomes ofe-business adoption among manufacturing SMEs: Insights from a developing country

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muneer Abbad ◽  
Ibrahim Hussien Musa Magboul ◽  
Kholoud AlQeisi
Keyword(s):  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Ease Of Use ◽  
Government Support ◽  
Relative Advantage ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Business Practitioners ◽  
Using Data ◽  
Medium Enterprises

Purpose In response to a turbulent industrial environment, especially for small and medium enterprises (SMEs), organizations have widely adopted e-business to improve their processes. This study aims to propose a model that encapsulates the determinants and outcomes of e-business adoption. Design/methodology/approach The determinants and outcomes of e-business adoption were tested using data gathered from 282 managers and analysed using structural equation modelling techniques. Findings The results indicated that owner support, perceived ease of use and government support were important determinants that influence e-business adoption. Attitude, competitive pressureand relative advantage were not significant. Regarding outcomes, e-business adoption had a major impact on SME functioning and operational progress; however, it had no influence on competitive advantage. Originality/value By ascertaining the determinants and outcomes of e-business adoption, the findings provide e-business practitioners and managers with guidelines that can encourage more efficient and effective e-business adoption within their organizations. The results also provide a basis for more precise e-business studies to be conducted in developing countries.

What influence users’ e-finance continuance intention? The moderating role of trust

2018 ◽  
Vol 118 (8) ◽  
pp. 1647-1670 ◽  
Author(s):  
Wangyue Zhou ◽  
Zayyad Tsiga ◽  
Boying Li ◽  
Shuning Zheng ◽  
Shuli Jiang
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Website Quality ◽  
Content Type ◽  
Positive Effects

Purpose The purpose of this paper is to identify antecedents of e-finance continuance intention with Alibaba’s Yu’E Bao as an example. Design/methodology/approach An online questionnaire was used to collect the data (n=293), and partial least squares structural equation modeling was employed for data analysis. Four e-finance features (perceived reputation, website quality, e-finance familiarity and situational normality) are introduced with trust acting as a moderator between the users’ satisfaction and continuance intention to use an e-finance platform. Findings The results find that website quality, familiarity and situational normality can influence perceived ease of use (PEOU) and perceived usefulness (PU). PEOU and PU, together with reputation, are positively associated with confirmation which further leads to satisfaction. The positive effects that satisfaction and trust have on e-finance continuance intention are confirmed, and trust is found to be a significant moderator on the relationship between satisfaction and continuance intention. Practical implications The findings can be used to guide e-finance providers to improve their platform design and services to retain users. Originality/value This study combines the theory of trust, Technology Acceptance Model and Expectations Confirmation Theory to investigate the factors that influence the continuance intention in the context of e-finance in China.

MC 2.0: testing an apparel co-design experience model

2015 ◽  
Vol 19 (1) ◽  
pp. 69-86 ◽  
Author(s):  
Juanjuan Wu ◽  
Ju-Young M. Kang ◽  
Cara Damminga ◽  
Hye-Young Kim ◽  
Kim K P Johnson
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
User Interaction ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Behavioural Intention ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Theoretical Contribution ◽  
Design Experience

Purpose – The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment, level of personalization, social presence, and attitude towards the co-designed product) of online apparel co-design experience and effects on behavioural intention. Design/methodology/approach – Female college students (n=265) were surveyed after an actual online apparel co-design experience in a computer lab and interactions with other users wherever such arenas were provided. structural equation modelling was used for data analysis. Findings – The findings revealed that subjects’ apparel co-design experience was positively affected by enjoyment, attitude towards the co-designed product, perceived ease of use, and social presence. And behavioural intention towards the mass customization sites was positively affected by subjects’ attitude towards the co-design experience, subjective norm, and enjoyment. Originality/value – The research makes a unique theoretical contribution by conceptualizing MC 2.0 (MC sites that provide arenas for user interaction) and by incorporating and confirming the significance of both “enjoyment” and “social presence” variables as predictors of online apparel co-design experience.

Exploring donor's intention in charitable crowdfunding: intrinsic and extrinsic motivations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuangao Chen ◽  
Ruyi Dai ◽  
Lu Wang ◽  
Shuiqing Yang ◽  
Yixiao Li ◽  
...  
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Theory And Practice ◽  
Self Determination ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Positive Effects ◽  
Intrinsic Motivations

PurposeThis study adopts self-determination theory and stimulus-organism-response framework to develop a model that explores the motivations of such donors by considering their self-determination needs and extrinsic and intrinsic motivations.Design/methodology/approachBased on online survey data collected from 436 crowdfunding donors in China, this study follows a structural equation modeling analysis to test hypotheses.FindingsThe results indicate that perceived ease of use, perceived self-efficacy and social connection have positive effects on the donation intentions of backers through a combination of extrinsic and intrinsic motivations.Originality/valueThe findings shed light on various extrinsic and intrinsic motivations advancing knowledge of individual fund motivation in donation-based crowdfunding and provide guidelines for the development of donation-based crowdfunding theory and practice.

The role of technology readiness in individuals' intention to use health and fitness applications: a comparison between users and non-users

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Weisheng Chiu ◽  
Heetae Cho
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Negative Impact ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Technology Readiness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Health And Fitness ◽  
Acceptance Model

PurposeThe purpose of this study is to examine individuals' decisions to use health and fitness apps by applying the extended technology readiness and acceptance model (TRAM), which combines technology readiness (TR), the technology acceptance model (TAM) and perceived enjoyment (PEN). Moreover, this study explores the differences between users and non-users regarding their intentions to use health and fitness apps.Design/methodology/approachData collection (n = 206) was conducted using convenience sampling from four large universities in South Korea. The data were analysed by partial least squares structural equation modelling (PLS-SEM) using SmartPLS 3.0.FindingsThe results revealed that positive TR positively affects perceived ease of use (PEOU), perceived usefulness (PU) and PEN, while negative TR had a negative impact only on PEN. Furthermore, the significant relationships between PEOU, PU and PEN were identified. In addition, multigroup analyses indicated that the relationships between positive TR and PEN, between PEN and PEOU, between PEOU and PU, and between PU and behavioural intention were positively stronger for app users.Originality/valueThis study initially applied the TRAM to understand individuals' behavioural intentions to use health and fitness apps. Moreover, this study identified the distinct roles of positive and negative TR affecting individuals' cognition regarding using health and fitness apps. The differences in the psychological processes between app users and non-users offer insights and implications for practitioners.

Understanding mobile shopping consumers’ continuance intention

2017 ◽  
Vol 117 (1) ◽  
pp. 213-227 ◽  
Author(s):  
Dawei Shang ◽  
Weiwei Wu
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Integrated Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Content Type ◽  
Mobile Shopping ◽  
User Groups

Purpose The purpose of this paper is to investigate and examine the factors contributing to consumers’ mobile shopping continuance intention (CI) of food and non-food items via smartphones and other mobile terminals. Design/methodology/approach An integrated model was proposed on the basis of the technology acceptance model (TAM) and expectation confirmation model (ECM), focussing on perceived value (PV). The survey responses of 203 Chinese mobile shoppers (m-shoppers) were analysed using structural equation modelling with the partial least squares approach. Findings The results indicated that perceived usefulness does not motivate all user groups. Furthermore, satisfaction and perceived ease of use significantly impacted different user groups. For online food m-shoppers, value for money (VM) was the most important factor influencing satisfaction and CI. However, perceived usefulness only affected CI for non-food m-shoppers. Practical implications Marketers can improve users’ CI by enhancing VM and maximising effectiveness and enjoyment while minimising prices. Moreover, in determining strategies for different users, marketers should identify the behavioural differences among all groups and those between the two classified groups. Originality/value This is one of the studies attempting to explain Chinese mobile shopping consumers’ CI, but especially through an integrated model based on TAM and ECM with PV on food and non-food m-commerce perspective. It offers several implications for researchers and practitioners and contributes to the literature of technology acceptance and post-adoption behaviour in m-commerce.

The impact of using a virtual employee engagement platform (VEEP) on employee engagement and intention to stay

2018 ◽  
Vol 30 (1) ◽  
pp. 242-259 ◽  
Author(s):  
Jungsun (Sunny) Kim ◽  
Anthony Gatling
Keyword(s):  
Technology Acceptance ◽  
Employee Engagement ◽  
Structural Equation ◽  
Organizational Outcomes ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Intention To Stay ◽  
Content Type ◽  
The Impact

Purpose The purpose of this study is to investigate whether the perceived ease of use and the usefulness of a virtual employee engagement platform (VEEP) positively influence employees’ intentions to use the VEEP and, in turn, actual use of VEEP. This study further examined how using the VEEP influences employee engagement as well as two organizational outcomes (i.e. employee participation and intention to stay). Design/methodology/approach The survey items for this study were developed based on the technology acceptance model (TAM) and motivation theory. Structural equation modeling (SEM) was used to test the proposed relationships in a sample of 373 employees of a hospitality organization in the USA. Findings The results indicate that employees’ perceived ease of use and usefulness of a hospitality company’s VEEP positively influence employees’ intentions to use the VEEP. The study also found employees with greater intentions to use their company’s VEEP tend to use the VEEP more frequently, which in turn positively influenced their engagement. Eventually, the more-engaged employees showed a higher level of participation, as well as intention to stay. Practical implications This study addresses the call by researchers to demonstrate how a VEEP can positively influence employee engagement and to present new insights into how employee engagement can contribute to improving organizational outcomes in a hospitality setting. Originality/value This study is the first empirical study involving the emergent field of engagement platforms and employee engagement in a hospitality setting. Moreover, this research provides support for increased adoption and investment in the VEEP by hospitality companies.

Teachers’ motivation to adopt technology in higher education

2019 ◽  
Vol 12 (4) ◽  
pp. 673-692 ◽  
Author(s):  
Lavina Sharma ◽  
Mallika Srivastava
Keyword(s):  
Higher Education ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Sampling Frame ◽  
Adoption Of Technology ◽  
Content Type ◽  
Use Of Technology ◽  
Technology In Higher Education

Purpose The higher education, universities and institutions across the world have increasingly adopted information and communication technology (ICT) as a tool for curriculum development, learning and teaching, and for administrative activities. The use of technology to facilitate learning is gaining acceptance across various educational institutions. In order to use technology in the best possible manner, it becomes essential that the teacher should be willing to accept the technology and use it for the teaching activities. Thus, the purpose of this paper is to understand the teachers’ motivation toward adopting technology in the higher education. Design/methodology/approach An exploratory-descriptive approach is used in this research. The sampling frame for the study is the teachers employed in the management institutes in Bengaluru, Pune, Indore and Delhi. A simple random sampling technique is used for identifying the sample for the study. A self-administered questionnaire was employed to measure the validity of items measuring the teacher’s intention to use technology. Findings The results of the study confirm a significant positive impact of value beliefs (VB), social influence (SI) and perceived ease of use (PEOU) on the behavioral intention (BI) to use technology by the teachers. However, the study does not establish the relationship between self-efficacy and BI to use technology by teachers. Practical implications The use of technology will be an important area in the field of higher education where it becomes crucial to understand the motivation factors that lead to the adoption of ICT in the classroom and the curriculum. In order to successfully integrate technology into the teaching-learning process, it is concluded that the factors that positively influence the BI to use technology include the VB, PEOU and the SI. Originality/value This study contributes toward the study of teachers’ motivation in the adoption of technology in higher education in India.

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