Digital commerce in emerging economies

2015 ◽  
Vol 10 (4) ◽  
pp. 634-647 ◽  
Author(s):  
Ather Akhlaq ◽  
Ejaz Ahmed
Keyword(s):  
Technology Acceptance ◽  
Emerging Economies ◽  
Online Survey ◽  
Online Shopping ◽  
Emerging Market ◽  
Business Environment ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Convenience Sample ◽  
Content Type

Purpose – More research is needed to understand the online shopping behaviors and intentions of consumers in emerging economies. The purpose of this paper is to examine the extent to which key variables from the Technology Acceptance Model (perceived usefulness (PU) and ease of use (PEOU)), and others theoretically associated with digital engagement (distrust, perceived risk (PR), perceived enjoyment (PE) and legal framework (LF)), accounted for variation in online shopping intentions in Pakistan, focussing on affiliates of a large metropolitan university. Design/methodology/approach – Online survey using a convenience sample of university staff, students and alumni recruited through the university’s online network. A questionnaire capturing the above constructs was tested for content validity and reliability prior to dissemination. The survey results were factor analyzed to determine the degree to which the constructs were independent, and regression was used to examine their ability to predict online purchasing intentions. User characteristics were analyzed descriptively. Findings – All six independent factors, PU, PEOU, PR, PE, distrust and LF, in the model were independently predictive of intention to shop online and supported the theoretical model by demonstrating the predicted direction of the relationship. Research limitations/implications – There are limitations in the generalizability of the findings. Most of the data being collected were only from Karachi, the biggest metropolitan city and the business hub of Pakistan. Practical implications – This research may help retailers in becoming e-tailers. The model would also help existing e-tailers to streamline their business according to the research findings. In addition, government may work on policies to provide a better online business environment to the people of Pakistan. Originality/value – A new online shopping model has been discovered for an emerging market, Pakistan. Developing countries could take advantage of this model to get real insights of their e-tailing industry.

Determinants of continuance intention to use mobile self-scanning applications in retail

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andreia Ferreira ◽  
Graça Miranda Silva ◽  
Álvaro Lopes Dias
Keyword(s):  
Technology Acceptance ◽  
Direct Effect ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Continuance Intention ◽  
Content Type ◽  
Positive Direct

PurposeRetailers are increasingly using self-service technologies to improve customer experience and reduce costs. The purpose of this study is to identify factors that could explain the level of continuance intention of mobile self-scanning applications in retail. Based on previous theoretical streams, the present study integrates technology readiness (TR) and service quality into the technology acceptance model.Design/methodology/approachUsing data collected through an online survey of 217 users of a mobile self-scanning application of a large supermarket chain operating in Portugal, the study uses partial least squares structural equation modeling to test the proposed hypotheses.FindingsThe results indicate that the continuance usage of the self-scanning apps is directly driven by users' satisfaction and perceived usefulness. Findings also show that TR has a positive and significant impact on ease of use and perceived usefulness. Ease of use has a positive impact on users' satisfaction and perceived usefulness but has no direct effect on the continuance intention to use the application. Perceived quality has a positive direct effect on satisfaction and a positive indirect effect on continuance intention. Finally, need for interaction has a negative effect on TR.Originality/valueThis work contributes to a better understanding of the emerging market for mobile self-scanning applications in retail applications, particularly relevant in a digital transition context.

Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonal Purohit ◽  
Rakhi Arora
Keyword(s):  
Technology Acceptance ◽  
Migrant Workers ◽  
Structural Equation ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Bottom Of The Pyramid ◽  
Mobile Banking ◽  
Content Type

PurposeThis paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market.Design/methodology/approachData were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data.FindingsIt was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking.Originality/valueThis research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.

Data-driven marketing for growth and profitability

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Balakrishna Grandhi ◽  
Nitin Patwa ◽  
Kashaf Saleem
Keyword(s):  
Big Data ◽  
Online Survey ◽  
Shareholder Value ◽  
Business Environment ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Data Driven ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Customer Centricity

PurposeIn the current business environment, more uncertain than ever before, understanding consumer behavior is an integral part of an organization's strategic planning and execution process. It is the key driver for becoming a market leader. Therefore, it is important that all processes in business are customer centric. Marketers need to harness big data by engaging in data driven-marketing (DDM) to help organizations choose the “right” customers, to “keep” and “grow” them and to sustain “growth” and “profitability”. This research examines DDM adoption practices and how companies can aim to enhance shareholder value by bringing about “customer centricity”.Design/methodology/approachAn online survey conducted in 2016 received 180 responses from junior, middle and senior executives. Of the total responses, 26% were from senior management, 39% from middle management and the remaining 35% from junior management. Industries represented in the survey included retail, BFSI, healthcare and government, automobile, telecommunication, transport and logistics and IT. Other industries represented were aviation, marketing research and consulting, hospitality, advertising and media and human resource.FindingsSuccess of DDM depends upon how well an organization embraces the practice. The first and foremost indicator of an organization's commitment is the extent of resources invested for DDM. Respondents were divided into four categories; Laggards, Dabblers, Contenders and Leaders based on their “current level of investments” and “willingness to enhance investments” soon.Research limitations/implicationsWith storming digital age and the development of analytics, the process of decision-making has gained significant importance. Judgment and intuition too are critical to the process. Choosing an appropriate action cannot be done strictly on a rational basis.Practical implicationsThe results of the study offer interesting implications for managing the growing sea of data. An iterative and incremental approach is the need of the hour, even if it has to start with baby steps, to invest in and reap the fruits of DDM. The intention to use any system is always dependent on two primary belief factors: perceived usefulness and perceived ease of use; however, attitudes and social factors are equally important.Originality/valueThere is a dearth of knowledge with regards to who is and is not adopting DDM, and how best big data can be harnessed for enhancing effectiveness and efficiency of marketing budget. It is, therefore, imperative to build a knowledge base on DDM practices, challenges and opportunities. Better use of data can help companies enhance shareholder value by bringing about “customer centricity”.

Mobile payments adoption by US consumers: an extended TAM

2017 ◽  
Vol 45 (6) ◽  
pp. 626-640 ◽  
Author(s):  
Ainsworth Anthony Bailey ◽  
Iryna Pentina ◽  
Aditya Shankar Mishra ◽  
Mohammed Slim Ben Mimoun
Keyword(s):  
Self Efficacy ◽  
Online Survey ◽  
New Technology ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Convenience Sample ◽  
Content Type ◽  
Privacy Concerns ◽  
The Usa ◽  
Technology Anxiety

Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers. Design/methodology/approach Data were collected through an online survey conducted among students at a Midwestern University in the USA. A total of 254 participants provided 240 useable responses. Findings MP self-efficacy significantly impacts perceived ease of use (PEOUMP) and perceived usefulness of MP (PUMP). These in turn impact MP attitude, which affects intention to use MP. Privacy concerns also impact attitude towards MP and MP use intention. New technology anxiety impacts PEOUMP, but not PUMP. Research limitations/implications The study uses a convenience sample of young US consumers, which could limit the generalisability of the results. The study is also limited to tap-and-go payment. Practical implications US retailers have information on some of the factors that encourage MP adoption. Retailers need to address self-efficacy concerns, MP privacy concerns, and consumers’ perceptions of usefulness of the technology. Originality/value There has been little research on factors impacting tap-and-go payment adoption in the USA. The study highlights the roles of self-efficacy and privacy concerns. It focusses on tap-and-go payment, since this technology can enhance consumers’ retail experience.

Consumer acceptance of smart speakers: a mixed methods approach

2018 ◽  
Vol 12 (4) ◽  
pp. 418-431 ◽  
Author(s):  
Pascal Kowalczuk
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Smart Devices ◽  
Intention To Use ◽  
Content Type ◽  
Acceptance Model

PurposeVoice-activated smart speakers such as Amazon Echo and Google Home were recently developed and are gaining popularity. Understanding and theorizing the underlying mechanisms that encourage or impede consumers to use smart speakers is fundamental for enhancing acceptance and future development of these new devices. Therefore, building on technology acceptance research, this study aims to develop and test an acceptance model for investigating consumers’ intention to use smart speakers.Design/methodology/approachFirst, antecedents that may significantly affect the usage intention of smart speakers were identified through an explorative approach by a netnographic analysis of customer reviews (N= 2,186) and Twitter data (N= 899). Afterward, these results and contemporary literature were used to develop and validate an acceptance model for smart speakers. Structural equation modeling (SEM) was used to test the proposed hypotheses on data collected from 293 participants of an online survey.FindingsBesides perceived ease of use and perceived usefulness, the quality and diversity of a system, its enjoyment, consumer’s technology optimism and risk (surveillance anxiety and security/privacy risk) strongly affect the acceptance of smart speakers. Among these variables, enjoyment had the strongest effect on behavioral intention to use smart speakers.Originality/valueThis is the first study that incorporates netnography and SEM for investigating technology acceptance and applies it to the field of interactive smart devices.

scholarly journals Consumer adoption of mobile banking in Jordan

2016 ◽  
Vol 29 (1) ◽  
pp. 118-139 ◽  
Author(s):  
Ali Abdallah Alalwan ◽  
Yogesh K. Dwivedi ◽  
Nripendra P. P. Rana ◽  
Michael D. Williams
Keyword(s):  
Technology Acceptance ◽  
Conceptual Model ◽  
Perceived Risk ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Banking ◽  
Convenience Sample ◽  
Content Type ◽  
Factors Influencing

Purpose – The purpose of this paper is to propose and examine a conceptual model that best explains the key factors influencing Jordanian customers ' intention to adopt mobile banking (MB). Design/methodology/approach – The proposed conceptual model was based on the Technology Acceptance Model (TAM). This was extended by adding perceived risk and self-efficacy as an external factors. Structural equation modelling (SEM) was conducted to analyse the data collected from the field survey questionnaires administered to a convenience sample of Jordanian banking customers. Findings – The results showed that behavioural intention is significantly influenced by perceived usefulness, perceived ease of use, and perceived risk. Research limitations/implications – Practical and theoretical implications for both Jordanian banks and researchers in the MB context are also discussed in the concluding section. Originality/value – MB-related issues are yet to be examined empirically in the Jordanian context. This submission has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of MB from the Jordanian customers’ perspective.

scholarly journals Understanding the consumer’s intention to use the e-wallet services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Mohamad Fakhrul Reza Abd Rahman ◽  
Ali Mughal Muhammad ◽  
Qi Zhang
Keyword(s):  
Technology Acceptance ◽  
User Satisfaction ◽  
Online Survey ◽  
Perceived Value ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Integrative Approach ◽  
Intention To Use ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to investigate the key factors that explain intention to use e-wallet services (perceived usefulness, perceived ease of use, attitude, subjective norm, positive disconfirmation and perceived behavioral control). The moderating role of perceived value in the relationship between satisfaction and their intention to continue using the e-wallet is also examined. Methodology A total of 257 e-wallet users participated in an online survey and hypotheses were tested with SPSS/PLS-SEM. Findings The constructs technology acceptance model (TAM), theory of planned behavior (TPB) and user satisfaction affect intention to use. However, perceived value does not strengthen the relationship between user satisfaction and e-wallet usage intention. Practical implications The TAM, TPB and expectancy disconfirmation model (EDM) constructs help explain the use of e-wallet services. These results will help the providers of these services to understand user behavior and to design their marketing strategies more appropriately to ensure consumer satisfaction and their intention to use e-wallet services. Originality This study adopts a holistic and integrative approach to explain the continued use of e-wallet services. The model integrates three basic adoption theories: TAM, TPB and EDM.

Employee acceptance of online platforms for knowledge sharing: exploring differences in usage behaviour

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tuyet-Mai Nguyen ◽  
Ashish Malik
Keyword(s):  
Gender Differences ◽  
Knowledge Sharing ◽  
Technology Acceptance ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Online Platform ◽  
Online Platforms

Purpose This paper aims to examine the technology acceptance model’s applicability in understanding employees’ acceptance of online platforms for knowledge sharing in organisations. Specifically, this research explores gender differences in using online platforms for sharing knowledge at the workplace in an emerging market context and the role of individuals’ motivation in online platform usage in organisations. Design/methodology/approach A web-based survey was conducted in Vietnam with 290 responses from employees in the banking and insurance industries. Findings Both intrinsic and extrinsic motivations influenced the perceived ease of use, perceived usefulness and online platform usage for knowledge sharing. The results also confirm a significant influence of perceived ease of use directly on knowledge sharing behaviour using online platforms and indirectly via perceived usefulness. Regarding gender differences, perceived ease of use was more salient in women, while men considered perceived usefulness to a greater extent. Research limitations/implications This study provides a complete picture of gender, motivation and technology used for knowledge sharing in organisational settings. Originality/value This research has provided additional insight into the importance of gender and motivation in technology acceptance. By doing this, this study helps organisations capture the potential of valuable human resources for their competitiveness.

Need for touch and two-way communication in e-commerce

2017 ◽  
Vol 11 (4) ◽  
pp. 341-360
Author(s):  
Yun Jung Lee ◽  
Sujin Yang ◽  
Zachary Johnson
Keyword(s):  
Technology Acceptance ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Synchronous Communication ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Loyalty Intention ◽  
Brick And Mortar ◽  
Loyalty Intentions

Purpose The inability to touch products online is the top reason consumers list for preferring to shop in traditional brick and mortar versus e-commerce stores (Havas Worldwide, 2013). Need for touch (NFT) comprises autotelic and instrumental motives, which, respectively, relate to enjoyment and utility. This study aimed to examine how consumers’ NFT motives affect loyalty intentions toward e-commerce websites, both directly and as mediated by consumers’ level of technology acceptance (ease of use, enjoyment and perceived usefulness [PU]). The moderating effect of synchronous versus asynchronous two-way communication with sellers on the relationships among consumers’ NFT, acceptance of technology and loyalty intention was also examined. Design/methodology/approach An online survey was conducted among consumers who had shopped from popular e-commerce websites chosen by this study within the 12 months prior to data collection. Findings Both types of NFT motives affected loyalty and technology acceptance. Specifically, autotelic NFT positively impacted perceived ease of use (PEOU) and perceived enjoyment (PE), whereas instrumental NFT negatively impacted PEOU, PE and loyalty intentions. Among the technology acceptance variables, PU had the strongest effect on loyalty intention. Tests of moderation revealed that high-quality, text-based synchronous communication (i.e. live chatting) with sellers can compensate for both autotelic and instrumental NFT. Originality/value This research shows how the inherent inability of e-commerce to meet consumers’ NFT stymies consumers’ e-commerce acceptance and affects their loyalty toward online retailers and examines strategies that e-commerce sites can use to compensate for this need.

An Empirical Study on Predicting User Acceptance of Online Apparel Shopping in Iran

2016 ◽  
Vol 6 (1) ◽  
pp. 34-53 ◽  
Author(s):  
Nariman Pahlavanyali ◽  
Seyyed Mohammad Hossein Momeni
Keyword(s):  
Technology Acceptance ◽  
Perceived Risk ◽  
Online Shopping ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Cultural Dimension ◽  
Main Role ◽  
Perceived Ease Of Use ◽  
The Impact

E-commerce is an emerging market and a developing research field in Iran. The main factors influencing the Iranian consumer's intention towards shopping apparels online are of utmost importance, which the authors are aimed to study. The framework developed for accomplishing this task is created combining constructs of Trust and Perceived Risk with the Technology Acceptance Model which tries to demonstrate the relationship between those two constructs and the subcomponents of TAM including Attitude, Perceived Usefulness, and Perceived Ease of Use and the strengths of these relationships. The findings of this study illustrate the importance of Trust which is proved to have significant direct relationship with Intention and Perceived Risk which has both direct and indirect relationships with Intention. The impact of Perceived Risk is even more critical once the cultural dimension of the country put into account. It is concluded that minimizing the risk of online shopping along with maximizing the trust in this purchasing method plays a main role in adoption of online shopping.

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