The research examines the role of gender in moderating the relationship between materialism and product involvement with fashion clothing among the Indian youth. The Richins materialism scale and the product involvement and purchase involvement scales developed by O'Cass were used to understand the behaviour of Indian youth towards fashion clothing. The sample (n = 254) comprised of university students from different parts of India. The findings indicate that Indian youth do not possess a high level of materialistic tendencies. Gender has a moderating influence on the relationship between materialism and involvement with fashion clothing. Young men and women differ with respect to their involvement with fashion clothing and even more with regard to their involvement with the purchase of fashion clothing, with women reporting a higher level of involvement in both cases.
Pharmaceutical firms spend a significant amount of their budget on promotions. Thus, it becomes imperative to study the perception of physicians, at whom a major share of these promotional efforts is targeted. Despite this, there exists very little published research examining customer response at the perceptual level. Thus, the authors have attempted to study the importance attached to promotion tools as information sources and the extent to which these promotion tools influence prescription behavior as perceived by physicians. Primary data for the study was collected through a survey of physicians. A total of 115 physicians participated in the study. The study indicates that physicians perceive conferences/symposia to be the most credible information source. An examination of the relationship between perceptions regarding various promotion tools and demographic variables indicates a significant relationship between gender and type of hospital and credibility attached to the various promotional tools. The study indicates a positive correlation between credibility of promotion tools and the extent to which it influences prescription behavior.
The objective of this paper is to study the influence of gender on consumer innovativeness of college going young online shoppers of urban India. Open processing innovativeness is measured by adapting the scale developed by Joseph and JYas (1984) while the domain specific innovativeness is measured by using the scale developed by Citrin (2000) for Internet shopping. Survey of 150 young online shoppers reveals that gender has no influence on the innovativeness of online shoppers. Both males andfemales have a higher score for domain specific innovativeness as compared to the open processing innovativeness. They are not very innovative in general but, nevertheless are experimental with respect to new retail websites. They surf new retail websites but are hesitant to shop from new online retailers. Based on our research findings, we have suggested the measures by which marketers can encourage young shoppers to visit and shop more frequently from new retail websites. The recommendations in this paper will be of value to the online marketers, consumer researchers and academicians.
Purpose Although there are many benefits that technological progress offers, there is also a dark side to several innovations. This study aims to examine smartphone usage amongst young Indian adults and identify likely antecedents and consequences of addictive smartphone usage behaviour. Design/methodology/approach Primary data, through an online structured questionnaire, was collected from 240 smartphone users. The survey was conducted among college students between 18-25 years of age. Structural equation modelling was used to test the proposed research framework. Findings The results show that almost 25 per cent of respondents had high scores on the smartphone addiction scale. The respondents spend most of their time on applications such as WhatsApp and other social networking sites. The findings indicate fear of missing out to be a predictor of problematic smartphone usage behaviour. Further, the study points to poorer quality of sleep as a consequence of high smartphone usage. Research limitations/implications Based on the findings of the study, the importance of digital detoxification has been highlighted. Further, recommendations have been made to discourage excessive smartphone usage and avoid the resulting negative consequences. Originality/value With the increasing usage of smartphones, there is a need to study addictive behaviour amongst sections of the population, specially those which tend to be more vulnerable. The study examines the extent of smartphone addictive behaviour amongst young Indian adults and identifies antecedents and consequences of such behaviour.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.