Rapid development of smartphone technologies in Asian countries has increased the demand of mobile banking in financial services and mobile commerce. Current research is conducted for mobile banking adoption in China and Pakistan. The social influence was added with technology acceptance model to investigate the direct effect on individuals' intention. Moderating role of cultural values was explored in the proposed model. Empirical study was performed for the data received from both countries to examine the developed model. Multiple and hierarchical regression analyses (IBM SPSS software) were carried out to test the proposed hypotheses. We have observed that perceived usefulness, social influence, and perceived ease of use are significant predictors of individuals' intentions to adopt m-banking in Pakistan, whereas the perceived usefulness is an important predictor in China. The moderating role of cultural values was observed as dampening factor in positive relationship between social influence and individuals' intentions.

Consumers on social commerce platforms can easily access product information, but these platforms have not attracted potential consumers in emerging economies. Studying the social factors (social support, social presence, and relationship quality) and mooring effects (conformity and personal experience) in social commerce environments is essential for understanding consumers’ intentions. This study examines the role of social factors by integrating mooring effects as moderators in the Chinese model, where fear for the reliability of consumers’ comments is a concern. Quantitative data are collected from Chinese cities ( N = 303) and analyzed through partial least squares–structural equation modeling. The findings demonstrate the validity of social factors and enjoyment. Mooring effects positively influence shopping intentions, and system and service quality positively influences relationship quality and shopping intentions. Finally, mooring effects positively moderate the relationship between social presence, social support, and consumers’ intentions. The findings have theoretical understanding and practical implications.

The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high and low involvement) were tested. SmartPLS structural equation modeling was applied to produce models for both types of products. Exposure and experience significantly influences brand perception in different product categories, which suggests that customers perceive both high and low involvement. Our study also established that mianzi has a significant moderating role in high‐involvement product category. Ultimately, the findings suggest significant differences in the brand perception of product types with respect to mianzi and the mediational role of perceived quality and satisfaction, providing a structure for future research on brand perception.

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The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.

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