E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.
This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.
The present study was aimed at analyzing students’ perceptions toward mobile assisted language learning (MALL), their use patterns, and their usefulness in their academic outcomes. The results indicated that students use widely different MALL software for different applications. In a survey of 581 students from Indian colleges and universities, the research identified five antecedent factors (namely, individual desire and motives, perceived ease of use, technological factors, social influence, and perceived usefulness) which influenced students in the areas of adopting MALL software, students’ readiness, students’ motivation, and the subsequent effect on student performances. The research further indicated that students’ readiness and their motivation level mediated the relationship between factors of adoption of MALL and perceived outcome. The relevance of positive language learning outcomes, theoretical contribution and managerial implications of the study are discussed.
The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.
Purpose: To examine the perception of students regarding an e-learning system adopted by various educational institutions in the Kingdom of Saudi Arabia during the COVID-19 pandemic. Methodology: A web-based-survey was conducted among selected university students in Saudi Arabia. A total of 294 students were randomly chosen to determine the utilities and credibility of the adopted e-learning mode of education. The reliability of latent constructs was assessed according to Cronbach’s alpha, and confirmatory factors analysis was conducted via AMOS software (version 24) to measure the students’ perceptions of online learning. Results: The outcomes of the present study reveal that e-learning has been very useful throughout the pandemic period among selected Saudi Arabian universities. The students have a positive view of the online system of education, which has many benefits, including flexibility, low cost, self-learning, and convenience. Implications: The results of the present study will be beneficial for all educational institutions that are largely dependent on the findings of the online survey.
Good health and reduced inequality are factors of sustainable development. Healthcare systems are considered on68e of the most important activities of the creative economy that arise from research and development activities. Therefore, facilitating access to healthcare is one of the most important challenges guiding the development of the healthcare systems. Access is a complex concept and requires at least four aspects of evaluation. These include whether services are available, whether there is an adequate supply of services, whether people could obtain healthcare, and finally, evaluating whether a population may have access to services. Most countries are working hard to explore the means of providing better healthcare services to their population, especially in the pandemic age of crisis. The Kingdom of Saudi Arabia (KSA) is one such country that is continuously trying to enhance healthcare access to its citizens by adopting different means and policy interventions. The primary objective of this study is to assess whether gender differences exist with unmet healthcare needs among the citizens of the KSA. In this study, we examined the factors affecting the healthcare system in the Kingdom through access to and use of primary healthcare centres in urban and rural areas and whether there is a gender gap in access to healthcare services. In addition, we have tried to explore the current challenges faced by the healthcare system and key points about immediate measures to overcome the crisis in this sector. A well-structured questionnaire was designed covering different dimensions of the study objectives. The population of the study includes both male and female citizens of Makkah city of the KSA. In a survey of 529 respondents, it was found that people’s access to the healthcare service system in the area is good. Test statistics confirm the significant difference in healthcare access across the gender categories of respondents. The availability of services, as well as the barriers to access, must be evaluated in the context of varied groups in society’s differing perspectives, health requirements, and material and cultural surroundings. Some theoretical and managerial implications, limitations, and scope of future research are also presented in the study.
Advertising is experiencing rapid technological changes that have led to digitalization of media, consequently resulting in the emergence of new media types, such as mobile phones. This has facilitated the easy spread of advertisements among consumers and allowed interaction with them in an easier manner. However, to fully utilize the potential of the mobile phone as an advertising channel, marketers must understand its unique and relevant characteristics and the different approaches that consumers use to interact with this channel. The purpose of this study is to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages as independent variables and consumers' acceptance of mobile advertising and subsequent effect on purchase intention of promoted products or services using mobile advertising. Based on the information obtained from 205 respondents of Saudi Arabia, the present study attempts to examine the relationship between message relevance, information value, message receiving time, and consumers' permission to receive advertising messages on consumers' acceptance of mobile advertising and subsequent intention to purchase of promoted products using mobile advertising. The findings of the study indicate the positive relationship between informational value, receiving time and consumer permission in consumers' acceptance of mobile advertising. The present study recommends that marketers should pay attention to drivers and obstacles of mobile advertising as a significant marketing tool that influences brand image, competitiveness, and long-term success.
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