Even though the presence and use of mobile augmented reality (MAR) technology has become increasingly popular in the field of marketing and advertising in recent years, it has largely been neglected in the study of consumer behavior research. This paper utilizes a single-group posttest-only quasi-experimental design to investigate how the feature of mobile augmented reality application influences consumers’ attitude and purchasing intention as explained by the dimensions of persuasion (i.e., consumers’ cognitive, affective, and conative dimensions). Structural Equation Modeling (SEM) with SPSS and AMOS is used to analyze the psychometric survey data collected from 179 participants. The results supported the prediction that MAR application’s real-time interactivity and entertainment increase cognition and affection, respectively; while irritation with MAR application decreases affection. The unsupported hypothesis, which predicted a positive relationship between informativeness and cognition, came as a surprise. The overall result of the study demonstrates the positive influence of MAR application in enhancing consumers’ purchasing intention. Finally, implications and future research directions are discussed.
Online sales can be influenced significantly by customer reviews, and thus there are several studies on what makes an online review helpful to consumers. However, none of those researches address the review helpfulness in the context of hedonic and utilitarian review types. This study examines how product type (hedonic and utilitarian) moderates the relationship between the level of review type (hedonicity and utilitarianity) and review helpfulness. To test the moderating effects, customer review data for perfume and bar soap product was collected from Amazon.com and analyzed by using a text-mining tool (QDA Miner) and a structural equation modeling software (AMOS 22.0). The results of this study indicate that the product type moderates the impact of the review type on review helpfulness when product type and review type are incongruent. Further, results show that the number of sentences in a customer review affects the review helpfulness when product type is utilitarian.
Employee performance is measured by the quality of work, productivity, ability to work independently with little or no direction or follow-up to complete tasks, job knowledge, employees’ interpersonal relationships and so on. Reward systems have long been used as a strategy to motivate employees and increase their performance. Several studies have also suggested that knowledge sharing increases learning which improves employees’ job performance. Yet, in Ethiopia, several organizations haven’t done a comprehensive study on which type of reward system or knowledge sharing practice best fit them. The purpose of this study is to examine the reward system and knowledge sharing practices of two banks, Awash and Dashen, in Adama Ethiopia, and analyze the differences in their employee performance. To achieve this objective this study uses instruments based on intrinsic and extrinsic reward system and tacit and explicit knowledge sharing and their impact on employee performance. The target population are employees of Awash and Dashen bank in Adama, Ethiopia. An empirical study using qualitative data and survey method is employed to conduct this study. A convenient sample is collected from 120 employees in each bank. The theoretical and practical implications of the study are also discussed.
Argument quality has become an important variable that promotes consumers’ decision-making based on online reviews. It has two dimensions, perceived informativeness and perceived persuasiveness. Adopting dual-process theory, this study examines the effect of these two dimensions of argument quality on review adoption. Moreover, it investigates whether the relationships between argument quality and review adoption differ based on product type and review type. According to the multi-group analysis result, for attribute-centric reviews, search products have a better fit than experience products in the relationship of perceived informativeness and perceived persuasiveness, also for the relationship of perceived informativeness on review adoption, while experience products have a better fit than search products for the relationship of perceived persuasiveness on review adoption. For benefitcentric reviews, search products and experience products have no significant difference in any of the relationships. Furthermore, the result reveals that perceived persuasiveness mediates perceived informativeness and review adoption. The findings contribute to the understanding of the information adoption model with different review types and product types and help shopping websites develop better strategies for product recommendation reviews.
This study examines factors that influence users' continuance intention to use a mobile application. There exist few empirical researches focused solely on examining factors influencing users' continuance intention of using mobile applications. An empirical analysis is conducted with data collected from 431 smartphone users in China. Two application personality dimensions (i.e., enthusiasm and unpleasantness) and one user perception dimension (i.e., aesthetics) were found to have no significant impact on application continuance intention while genuineness and sophistication from application personality dimensions and ease of use and perceived control from user perception dimensions have a positive significant influence. This study provides an insight to application developers on how to improve the quality and usability of mobile applications and enhance continues use.
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