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.
In order to create reputations in the local and international market, rebranding of Malaysian Higher Educational Institutions (HEIs) have been practiced intensively in the recent years. The main objective of this study is to review rebranding of HEIs in Malaysia, which are focus more on public and private HEIs. In order to adapt education to national development needs and as the number of enrolment of tertiary students has been increasing rapidly, education reforms are constantly taking place in Malaysia. In response to the growth of students' enrolment in degree courses, public colleges and public university campus branches are being upgraded to university-colleges status beginning in 2000.
Purpose
– The purpose of this paper is to examine the impact of cultural distance, governance quality, and market attractiveness on attachment of agents with a university.
Design/methodology/approach
– A single university was chosen as a case study and secondary data were collected. The focus of this paper is on education agents who market higher education institution (HEI) in international market and recruit international students.
Findings
– Multiple regression was performed and the finding indicated that governance quality and market attractiveness are significantly related with a number of agents attached to the marketing department of the university. However, cultural distance showed no significant relationship with agent attachment.
Research limitations/implications
– The availability of data was most challenging in gathering data for this study because the culture of a country may change across time and the sample was based on only one case study, a minimal amount of information was obtained.
Practical implications
– This study addresses the external factors that needed to be considered in selecting new agents.
Originality/value
– This study contributes to the international marketing literature by a focus on HEI and focus on agency approach.
Purpose
To better understand continuities and changes in consumer behaviour, it is also important to examine the original antecedents of unified theory of acceptance and use of technology 2 (UTAUT2). Studying Generation Y is crucial for developing competitive online marketing strategies, as Generation Y plays a substantial role in online purchases. Therefore, this study aims to examine the actual use of small business websites based on the UTAUT2 among Generation Y.
Design/methodology/approach
A total of 375 valid questionnaires were collected via a systematic sampling among Generation Y in Canada. All participants in the study had at least a high school education, were internet and computer literate, and had purchased a good/service from the retail websites of Canadian small businesses.
Findings
The results show performance expectancy, hedonic motivation, social influence and habit have significant effects on behavioural intentions. The habit and behavioural intentions also have significant effects on actual usage of small businesses’ retail websites. Additionally, this study supported the significant difference between male and female UTAUT2 models.
Practical implications
The study examines how small retail businesses can attract and retain Generation Y customers by improving their website’s performance. Performance expectancy, hedonic motivation and social influence are significant factors in determining behavioral intention. Small businesses can enhance their website usability, design and content to increase customer satisfaction and loyalty. Hedonic motivation is crucial for Generation Y customers, who seek pleasure and excitement when visiting websites. Social influence is crucial for male customers, whereas performance expectancy, hedonic motivation and habit are more important for female customers. The study also suggests that Canadian governments should encourage online purchasing to increase the usage of small retail business websites.
Originality/value
This study provided few valuable insights into small businesses’ retail websites behavioural intentions and actual usage between males and females in Canada.
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