Factors Influencing Behavioural Intention to Adopt the QR-Code Payment

This study aims to identify the factors which affect the consumers’ behavioural intention to adopt the Quick response code (QR-code) mobile payment. This study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the personal innovativeness construct. This study reveals that performance expectancy, social influence, habit, price value, and personal innovativeness in information technology are significantly related to behavioural intention to adopt QR-code mobile payment. However, effort expectancy, facilitating conditions, and hedonic motivation are found to be statistically insignificant. This study presents one of the few empirical works investigating the role of consumer innovativeness and thus validates the inclusion of personal innovativeness as constructed in mobile payment adoption research. Findings from this study provide valuable insights for mobile payment application developers and mobile payment marketing teams.

Factors Influencing Behavioural Intention to Adopt the QR-Code Payment

This study aims to identify the factors which affect the consumers’ behavioural intention to adopt the Quick response code (QR-code) mobile payment. This study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the personal innovativeness construct. This study reveals that performance expectancy, social influence, habit, price value, and personal innovativeness in information technology are significantly related to behavioural intention to adopt QR-code mobile payment. However, effort expectancy, facilitating conditions, and hedonic motivation are found to be statistically insignificant. This study presents one of the few empirical works investigating the role of consumer innovativeness and thus validates the inclusion of personal innovativeness as constructed in mobile payment adoption research. Findings from this study provide valuable insights for mobile payment application developers and mobile payment marketing teams.

“Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior

Many consumers are concerned about environmental issues and have expressed interest in purchasing green products. However, actual sales of green products are still not as high as expected. Therefore, marketers of green products may need to investigate the factors driving green purchase behaviors. In this study, we proposed an extended theory of planned behavior (TPB) model that links consumers’ environmental concerns, perceived image of the company, consumer innovativeness, and environmental knowledge with green product purchase behavior. We applied a quantitative approach to collect the data via online questionnaires through Amazon MTurk. With 974 useable samples, the data were analyzed with structural equation modeling (SEM) using Smart PLS. The results showed that green purchase intention positively and significantly affects green purchase behavior. Moreover, the multigroup analysis revealed that the direct influence of green purchase intention on green purchase behavior is higher in developing countries than in developed countries. Regarding the direct effect on green purchase intention, attitude toward green products, perceived consumer effectiveness (PCE), environmental concern, and company’s perceived green image are significant antecedents of the intention to purchase, with attitude toward green products being the most robust antecedent among the three. However, subjective norms do not act as a direct antecedent of purchase intention. For the indirect effect on green purchase intention, four main antecedents (attitude toward green products, subjective norms, PCE, and environmental concerns) indirectly impact purchase intention via the mediating role of the perceived green image of the company. This study contributes to existing literatures via extending the TPB model. Regarding attitude-intention-behavior model, we found that environmental concern complements the model as an antecedent of green purchase intention. Moreover, a company’s perceived green image mediates the relationship between four antecedents and green purchase intention. Therefore, marketers of green products may also enhance future purchases by promoting the green image of the company. Particularly, we found that environmental knowledge positively moderates the relationship between environmental concern and a company’s perceived green image. We added on the empirical evidence that PCE plays a crucial role in stimulating green purchases as its direct positive influence on green purchase behavior is larger than that of green purchase intention. Moreover, consumer innovativeness positively moderates the relationship between PCE and green purchase intention.

Investigation of Motivated Consumer Innovativeness in the Context of Sports Industry in Terms of Gender, Age, Sports and Exercise Variables

Aim: The research was carried out in order to investigate of motivated consumer innovativeness of the students of the coaching education department in the context of sports industry in terms of gender, age, actively doing sports and participation in exercise variables. Study design: In this quantitative study was conducted according to a general survey model. Methods: The universe of the research consisted of a total of 418 students (128 females and 290 males) in Bartın University Faculty of Sports Sciences, Department of Coaching Education, and the sample consisted of a total of 236 students (82 females and 154 males). Convenience sampling method, which is one of the non-probabilistic sampling approaches, was used in the selection of the sample, and the data were collected on a voluntary basis. Questionnaire form was used as data collection tool and this form consisted of two parts. The questionnaire form were located that “Personal Information Form” in the first part and “Motivated Consumer Innovativeness Scale” in the second part. Results: It was determined that there was no significant difference between the scores of the subscales within the scope of the gender variable of the participants. Also, there was no significant correlation between the age of the participants and the scores of the subscales. However, there were significant differences between the functional innovativeness and cognitive innovativeness scores of the participants in the context of the variable of actively doing sports status. In addition, there were significant differences between the functional innovativeness, hedonic innovativeness and cognitive innovativeness scores of the participants in the context of the variable of doing exercise status. Conclusion: In the research, motivated consumer innovations of the research group in the context of the sports industry were examined within the framework of gender, age, sports and exercise variables, and this situation was described as it exists. Research findings provide basic information for businesses operating in the sports industry to develop various strategies. In this context, new information has been obtained that will contribute to the literature with the research findings. Keywords: Consumer Innovativeness, Department of Coaching Education, Sports Industry

FACTORS INFLUENCING THE BEHAVIORAL INTENTION OF INDONESIAN GENERATION Z TO USE A NEW C2C E-COMMERCE PLATFORM CALLED INSTAGRAM SHOP

Most of Generation Z is being influenced by Instagram to shopping online. Additionally, Instagram now launched Instagram Shop to make users feel the easiness to shop within the application. This paper will identify which factors that can influence Indonesian Generation Z’s behavioral intention to use Instagram Shop to purchase a product since the population in Indonesia is dominated by Generation Z. This fact would allow Instagram Shop or any other e-commerce leaders to have a deeper understanding and make an improvement on their marketing strategy in order to make the users satisfied. This paper will focus on the behavioral (Theory of Planned Behavior) and readiness to accept new ideas (Consumer Innovativeness) as factors in intention to use Instagram Shop of Indonesian Generation Z. Quantitative approach with spreading the questionnaire to 400 respondents as the minimum number will be used for the research.