What triggers mobile application-based purchase behavior during COVID-19 pandemic: evidence from Vietnam

PurposeCoronavirus disease 2019 (COVID-19) has shifted purchase behavior and accelerated the diffusion of modern retail channels via mobile application (or m-application). This work aims to frame a mechanism of m-application-based behavioral intentions in the COVID-19 context.Design/methodology/approachThe authors designed a web-based survey to retrieve empirical data from 478 Vietnamese users. Quantitative approach and structural equation modeling (SEM) were employed to test a research model.FindingsFindings reveal that antecedents of Unified Theory of Acceptance and Use of Technology (UTAUT) (i.e. performance expectancy and facilitating conditions), external influences (i.e. perceived imitation), m-application-related factors (i.e. additive value and alternative attractiveness) and COVID-19-related factors of Protective Motivation Theory (PMT) (i.e. perceived contraction threat, fear and social distancing) are determinants of use intention. Moreover, COVID-19-related dimensions and use intention have direct and indirect positive influences on purchase intention.Practical implicationsPractitioners should stay agile and focus greater attention on a mechanism in which consumer adoption and purchase intention are formulated in the pandemic.Originality/valueThis work narrows the gap by simultaneously identifying the importance of the dimensions from UTAUT and COVID-19-related factors from PMT, especially social distancing, integrated with additive value and alternative attractiveness of m-applications in forming the behavioral intention model in a disease context.

The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness

Customers are increasingly talking positively about brands that are socially responsible and authentic. However, little empirical research has related corporate social responsibility (CSR) to brand authenticity and brand authenticity to customers’ positive word-of-mouth. Moreover, although highly attractive alternative brands are increasingly appearing in the marketplace, there is a lack of research examining the role of alternative attractiveness in the relationship between CSR and brand authenticity. We address these shortcomings in the literature drawing on data from 1,101 customers of insurance services brands and analyze them using structural equation modeling. The findings show that CSR is positively related to customers’ positive word-of-mouth, both directly and indirectly, through brand authenticity. Moreover, alternative attractiveness positively moderates the effect of CSR on brand authenticity. This implies that CSR can act as a differentiation mechanism to further enhance the focal brand’s authenticity, when an alternative brand is perceived as highly attractive.

Adoption of online pharmacy applications during COVID-19 pandemic; empirical investigation in the Indian context from push-pull and mooring framework

Purpose The purpose of this study is to identify antecedents of adoption and post-adoption switching of online pharmacy applications (OPA) in Indian society. A push-pull-mooring (PPM) model was formulated to evaluate the impact of various constructs upon “consumers’ switching intention” (CSI). Design/methodology/approach An online questionnaire was sent to 252 users of OPA in India. Hypotheses were generated to examine the push, pull and mooring effects of constructs developed. The relationships between dependent and independent variables were evaluated using structured equation modeling (SEM). Findings The study explicated the effect of PPM constructs on CSI in the context of OPA adoption. “Perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had a significant “pull” effect on CSI. “Switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI. Research limitations/implications This study theoretically established that the constructs of “perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had significant “pull” effect on “consumers’ switching intention.” The construct of “switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI. Practical implications The study provided valuable insights regarding consumer behavior regarding OPAs. These findings could be applied by managers in framing effective strategies to grow and retain the customer base of OPAs. Originality/value To the best of the authors’ knowledge, this was one of the first empirical investigative studies to assess precursors of adoption and post-adoption characteristics of consumer behavior through the PPM model, in the context of Indian OPAs.

Why discontinue Facebook usage? An empirical investigation based on a push–pull–mooring framework

PurposeSocial media platforms are currently facing the challenge of declining user activity. Building on the push–pull–mooring (PPM) framework, the current study developed a research model to evaluate factors that affect Facebook discontinuance.Design/methodology/approachThe proposed research model assessed how push factors (e.g. Facebook fatigue and dissatisfaction), a pull factor (e.g. alternative attractiveness) and mooring factors (e.g. personal norms and habit of using Facebook) affected the discontinued usage behavior regarding Facebook. The proposed research model was validated using empirical data (n = 412) collected from Facebook users.FindingsFacebook fatigue, dissatisfaction and alternative attractiveness significantly and positively affected discontinued Facebook usage. Personal norms and habit of using Facebook had a converse influence in this regard. Dissatisfaction had a stronger positive impact than Facebook fatigue and alternative attractiveness on the discontinued usage behavior regarding Facebook. Habits of using Facebook had a greater negative effect than personal norms of using Facebook on the discontinued usage behavior regarding Facebook by users.Originality/valueThis study extends extant literature on social media discontinuance to identify the antecedents of discontinuous usage behavior in social media. This study enriches the literature on social media discontinuance by shedding light on the different degrees of effect of the push, pull and mooring factors on discontinuous social media usage behavior.

Determinants Influencing Customer’s Switching Behavior towards Banking Service Providers in Hanoi

The research aims to investigate the impact levels of determinants on customer’s switching behavior towards banking service providers in Hanoi, Vietnam. We conducted a questionnaire consisting of 21 observation variables with a 5-point Likert scale. Independent variables were measured from 1 “without impact” to 5 “strongly”. The method of data collection was done through the survey and subjects are customers in Hanoi that have used banking services. After checking the information on the votes, there are 343 questionnaires with full information for data entry and analysis. This study employs Cronbach’s Alpha test, and regression model. The results show that five determinants including (i) Service fees, (ii) Alternative attractiveness, (iii) Subjective norms, (iv) Satisfaction and (v) Trust had relationships with customer’s switching behavior towards banking service providers. Based on the findings, some recommendations are given for commercial banks in Hanoi to improve the quality services.

Antecedents of smartphone brand switching: a push–pull–mooring framework

PurposeRecent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.Design/methodology/approachBased on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.FindingsResults show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.Originality/valueThis study enriches the brand switching literature and offers significant implications for customer retention.

UNDERSTANDING USERS’ SWITCHING INTENTION ON MOBILE WALLET

In the current era, mobile devices playing an important role in our part of daily life. With today's technology, users of mobile devices can now use their mobile device to make a payment or transaction instead of using a physical card. A mobile wallet is a way to display your card information in a digital format on your mobile device. As a result, mobile wallets are now growing rapidly in Malaysia and many mobile wallet service providers are available on the current market. For this reason, several issues have been raised in this research in order to study the factors that affect users ' intention to switch to mobile wallets. The main objective of this research is to examine the factors which affect users’ switching intention on the mobile wallet. A set of self-administered questionnaires has been randomly distributed to 220 respondents for the purpose of data collection. After we had collected all the data from the respondents, data were keyed into Statistical Package for the Social Sciences (SPSS) Version 26 and Smart PLS is used to assess the measurement model and the structural equation model. The data analysis result showed that dissatisfaction, alternative attractiveness, and the subjective norm has a significant relationship towards users’ switching intention on the mobile wallet. Moreover, the service provider should keep improving their service quality to avoid users switching to another one. Lastly, the service provider must keep updating their features or attractiveness, so the users won’t be so easy to switch to another one and influence by other people.