A visit to a traditional or online retailer with the wide variety of electronic devices -desktops, laptops, tablets, and smartphones, clearly, each device is capable of e-commerce activity and a device will be adopted according to a consumer's perceptions of value. Given the importance of human, cultural and personal values, this study purposefully selected Nigerian tablet consumers to better understand the factors that impact on the adoption of mobile commerce and tablet commerce in a developing economy. The survey administered was a hardcopy to the academic community in Nigeria with (n=312) participants. To measure the hypothesized latent constructs through the indicators that represent each of the underlying constructs, the authors embarked on three steps: a confirmatory factor analysis, partial least squares-structural equation modelling and probe the tablet commerce structural relationship by running a bootstrapping. This study filled a vacuum in the extant studies in developing countries by taking into cognizance the prominent status of mobile devices most especially tablet with the theory of trust, privacy, reputation, ease of use and loyalty with gender moderation. The study also gives future direction to the tablet commerce practitioners.
This project advocates the combination of ethnography with netnography to form a new qualitative method, nethnography. In doing so the authors engineer a synergistic blend of phenomenological praxis. Through the researcher’s lived experience (ethnography) enhanced empathy of virtual data (netnography) is possible. This is achieved by the systematic targeting of non-dyadic online data, which is then informed by the researcher’s own experience. Proponents improve both insight and transferability while claiming a reduction in researcher bias. The second part of this paper is an empirical trial of nethnography using commemorative data from the National Anzac Centre (NAC), Australia. Three unstructured data sets; two online and one in-situ were compiled and processed using the analytical software NVivo and Leximancer. Visitor experience at the NAC is then explored using a seminal consumer model as an interpretive lens. Through a process of latent thematic analysis three themes emerge related to experience co-creation. Firstly, evoking empathy through a focus on innocence. Secondly, enhancing visitor engagement through the conservative use of hero-worship. Thirdly, manipulating spatial perceptions by engineering a blend of symbolism and digital technology.
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