How user behaviour is moderated by affective commitment on point of sale terminal

Oloveze, Ambrose Ogbonna; Oteh, Ogbonnaya Ukeh; Nwosu, Hyginus Emeka; Obasi, Ray Ozoemena

doi:10.1108/ramj-05-2020-0019

Cited by 5 publications

(4 citation statements)

References 67 publications

(81 reference statements)

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“…The response rate is about 92% and this was deemed acceptable to use in the study. A questionnaire response rate that ranges between 50-70% is considered adequate for research (Saunders, Lewis, & Thornhill, 2009;Hair, Black, Babin, Anderson, & Tatham, 2006;Oloveze, Oteh, Nwosu, & Obasi, 2021). About 55% of the respondents surveyed were aged between 18 and 30 years.…”

Section: As the Cultural Factors Play 12mentioning

confidence: 99%

Consumer health knowledge: cultural norms and marketing of healthcare products

Oteh

Oloveze

et al. 2021

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This paper discourses healthcare products that face some degree of acceptance within some societies due to specific cultural dilemmas and ethical concerns. The purpose of this paper is to assess consumer health knowledge on the cultural and ethical dilemma and norms as they affect the marketing of healthcare products. Literary sources indicate the existence of misconceptions and poor marketing performance of healthcare products within a cultural milieu in Nigeria, thus the focus is on indigenous people and their cultural backgrounds. To gain insight into consumer health knowledge, the study modelled Hofstede’s collectivism dimension following the dominant in-group cultural context of the indigenous people. The relevance of this scientific decision problem is that the result will cause an urgent policy approach, re-strategizing of approaches in communication and reach by the healthcare marketers and healthcare product producers. The research follows a survey pattern as data was collected for 4 – 5 months in year 2020 using a structured questionnaire while mean rating analysis and Pearson Coefficient correlation were used to analyze the result. The object of this research was Abia State in Nigeria, given that good numbers of the communities are notorious for the patronage of traditional healthcare products. The results proved that negligence of immunization, dependence on traditional health healers, and maintenance of ethical work environment are critical concerns that impact consumers’ health knowledge and their response to healthcare products being marketed by firms. Thus, the research makes an empirical confirmation and theoretically proves that Hofstede’s collectivism dimension appropriately profiles the dominant in-group cultural context of the indigenous people of Abia State, Nigeria. The findings of this research show its practical usefulness by identifying the need for communication, enlightenment and awareness programs, and practical demands for strategic approaches to marketing healthcare products within the communities. Policy-wise, the implication is the urgent demand to moderate beliefs and norms of the group by devising stringent measures for clinical laboratory tests of the traditional drugs and stiff penalties for defaulters of traditional healthcare product vendors and producers.

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Section: As the Cultural Factors Play 12mentioning

confidence: 99%

Consumer health knowledge: cultural norms and marketing of healthcare products

Oteh

Oloveze

et al. 2021

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“…For instance, in conducting a metanalysis of factors influencing mHealth adoption in China Zhao et al (2018) developed a model with elements from different models. This is not dissimilar in study of technological innovations outside healthcare such as the inclusion of subjective norm in online shopping (Oloveze et al, 2021), and perceived trust in user behaviour to affective commitment (Oloveze et al, 2020). The essence is to address peculiar problems with a theoretical support.…”

Section: Introductionmentioning

confidence: 99%

“…Particularly, when the influence is favourable it tends to increase adoption of technological innovation (Webster and Trevino, 2017). Most importantly, subjective norm is highlighted in situations where individuals lack usage experience and are uncertain about adoption of behaviour because of presumed consequences of such action thereby leading the individual to seek others' opinion (Oloveze et al, 2020). The importance of the variable is highlighted by its inclusion in various studies such as user behaviour to point of sale terminal (Oloveze et al, 2020), mobile payment systems (Ramos de Luna et al, 2018), microblogging (Jiang et al, 2016), and NFC mobile payments (Liébana-Cabanillas et al, 2018) among others.…”

Section: Introductionmentioning

confidence: 99%

“…Most importantly, subjective norm is highlighted in situations where individuals lack usage experience and are uncertain about adoption of behaviour because of presumed consequences of such action thereby leading the individual to seek others' opinion (Oloveze et al, 2020). The importance of the variable is highlighted by its inclusion in various studies such as user behaviour to point of sale terminal (Oloveze et al, 2020), mobile payment systems (Ramos de Luna et al, 2018), microblogging (Jiang et al, 2016), and NFC mobile payments (Liébana-Cabanillas et al, 2018) among others. With studies on mHealth, its significance on intention to adopt behaviour is highlighted (Ndayizigamiye et al, 2020;Almegbel and Aloud, 2021;Zhang et al, 2014) but not significant in continuance intention to adopt mHealth services (Asvinigita et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

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Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis

Oloveze

Ugwu

Okeke

et al. 2022

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mHealth innovation is health innovation that is gaining adoption in developing countries. The COVID-19 impact and the brain drain of health practitioners in Nigeria are indicating higher importance of the innovation. However, while the literatures on adoption are rising there is paucity of literature on intention to recommend mHealth innovation particularly with gender context. The study considered determinants of end-users’ behavioural intention to recommend mHealth innovation by considering multi-group analysis. Theory of reasoned action was modified with variables from health belief model and unified theory of acceptance and use of innovation to structure the intention to recommend mHealth model. Structured questionnaire with adapted items from extant studies were scaled on 7 point likert scale while snowball sampling technique was adopted in data collection. A total of 291 questionnaires were used in the analysis which was done through IBM Statistics version 23 and AMOS 23. The study used descriptive statistics, structural equation model and an invariant analysis to check the difference between the groups. The model showed good fit using a set of fit indices and coefficient of codetermination that indicates high predictive capacity. The SEM analysis show that subjective norm is the most vital factor that influences end-users’ intention to recommend mHealth innovation to others. Generally, it indicates that male users have higher intention to recommend mHealth innovation than female users of mHealth innovation. The result of the analysis also show that the correlations between the exogenous factors are positive and at least moderate across gender thus indicating the direction for adoption of marketing communication strategies to deepen the awareness of the innovation and encourage recommendation to others. The recommendation suggested center on marketing communication strategies that involves use of role models, influencers, celebrities, health practitioners and other referents to encourage the awareness and intention to recommend the innovation. The key limitation of the study is on sample size and the use of cross-sectional survey design which could pose danger in generalisation of the findings. However, it is concluded in the study that male users of mHealth innovation have higher intention to recommend the innovation than the female users of the innovation.

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