The purpose of the study is to investigate the moderating effects of gender on proposed model relationships. In order to test the moderating effects of gender on the relationships of the model ...developed, multi-group SEM was applied. Performance expectancy was found to be the strongest predictor of satisfaction and comparative value was identified as the main driver of continuance intention. In addition, significant difference in attitudes between women and men were confirmed in the case of three out of ten effects. The originality of the study is its measurement of the moderating effects of gender on user satisfaction in relation to m-commerce and continuance intentions.
The COVID-19 pandemic has strongly affected all economic sectors. Global tourism has also faced serious threats, due to lifestyle changes and measures taken to prevent the spread of infectious ...disease. At the same time, in conditions of high uncertainty, the tourists' attitudes, intentions, and behavior are changing significantly. Therefore, this paper aims to identify the effects of perceived risk and travel motivation on domestic tourists' intention to travel abroad during the pandemic. Primary data were collected using the survey method. By applying multiple regression analysis to a sample of 286 respondents, a statistically significant negative effect of health and psychological risk on the intention to travel abroad was determined. Additionally, the research confirmed the significant positive effect of tourist motivation on travel intention. The originality of the paper was achieved through an examination of the connections between perceived risk, travel motivation, and travel intention in the context of the COVID-19 pandemic. In addition, originality is reflected in the analysis of the effects of different categories of perceived risk on the intention to travel during the pandemic. The results obtained provide a basis for understanding the tourists' behavior and have significant implications for the creation of the tourist offer and the formation of perceived risk management strategies.
Creating customer value is one of the basic ways to achieve competitive advantage on the market. More and more customers satisfy their need for buying products and services in a digital surroundings. ...During the last few years, there is an increase in the number of customers who are accessing the digital market using mobile phones and making their purchasing transactions using these devices. The aim of the paper is to analyze the importance of m-commerce within the modern market and values due to which customers use mobile phones in performing transactions within the digital market. Understanding the values important for the customers in m-commerce is needed in order to optimize the performance strategy on the digital market which enables the achievement of competitive advantage. While analyzing different value dimensions it is important to comprehend its influence onto customer satisfaction. The empirical part of the paper uses a research model containing six variables (functional, price, comparative, epistemological value, satisfaction and the intention to continuously use m-commerce). Thereby, every variable is measured using several statements which have been retrieved from relevant literature, while the respondents have expressed their level of concordance with the given statements using a seven point Likert scale. Data have been collected on the territory of Belgrade, using a sample of 402 respondents. Data analysis first tested the model reliability and validity, and afterwards the significance and effect strength of the four dimensions of the perceived value on customer satisfaction, as well as the relationship between satisfaction and the intention to continuously use m-commerce. The reliability of every model variable has been estimated based on the Cronbach's alpha coefficient. By using the confirmatory factor analysis, the model concordance has been tested, as well as convergent and discriminatory validity. In order to measure the relations between the model variables a model of structural equations has been used. The results have shown that the functional and price value stand out as the key drivers of m-commerce users satisfaction. Obviously, the benefits, as well as price savings offered by the mobile payment systems are the main generators of user satisfaction. Additionally, the study confirms the strong significant influence of satisfaction onto the intention to continuously use mobile phones in order to realize different payments and to perform shopping. The contribution of the realized study can be seen in the analysis of four dimensions of perceived value and the measurement of their influence onto satisfaction on the example of mobile service users. Globally seen, the paper follows the behavior of customers in a new digital surroundings. A very few empirical research have been realized in the Republic of Serbia with the aim to test the relations between the mentioned variables when it comes to using m-commerce. The originality of the suggested model can be seen in the unique combination of the value dimensions, since apart from the two standard dimensions (functional and price value), the model contains the two specific value dimensions: comparative and epistemological value.
The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all parts of the world. Due to the pandemic, consumers are adapting to the new circumstances not only by ...respecting epidemiological measures but also by changing their habits in everyday life. The aim of this paper is to identify changes in consumer lifestyle as a consequence of the current COVID 19 pandemic. The research was conducted on a sample of 153 respondents by observing their eating habits, travel, use of electronic shopping and payment channels and healthy lifestyle. Based on the analysis of the collected primary data in the SPSS program, the results indicate that lifestyle related to travel, use of electronic shopping and payment channels and healthy lifestyle significantly differs, while eating habits also changed but in lower degree. The conducted research contributes to the generation of useful knowledge in order to better understand the COVID 19 virus, which is still unknown to the scientific community and various market actors, as well as its effects on everyday life of people.
•The main goal is to analyze the individuals' use intention of m-commerce.•The objective is to determine which variables are the most relevant.•SEM was used to determine which variables had ...significant influence on m-commerce.•Neural network model was used to rank the relative influence of predictors from SEM.•This study provides a set of recommendations for companies.
Higher penetration of powerful mobile devices – especially smartphones – and high-speed mobile internet access are leading to better offer and higher levels of usage of these devices in commercial activities, especially among young generations. The purpose of this paper is to determine the key factors that influence consumers’ adoption of mobile commerce. The extended model incorporates basic TAM predictors, such as perceived usefulness and perceived ease of use, but also several external variables, such as trust, mobility, customization and customer involvement. Data was collected from 224 m-commerce consumers. First, structural equation modeling (SEM) was used to determine which variables had significant influence on m-commerce adoption. In a second phase, the neural network model was used to rank the relative influence of significant predictors obtained from SEM. The results showed that customization and customer involvement are the strongest antecedents of the intention to use m-commerce. The study results will be useful for m-commerce providers in formulating optimal marketing strategies to attract new consumers.
PurposeThe COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus influence ...consumer eating habits and consequently, behaviour during shopping for food. Also, research tends to identify changes in consumer eating habits resulting from the current pandemic situation.Design/methodology/approachIn total, 237 consumers from Serbia were online surveyed during November 2020. Starting from the methodology of the SOR model (Mehrabian and Russell, 1974), the questionnaire consists of seven-point Likert scale statements that measure risk perceptions and precautions as stimulus (S), eating habits as an organism (O) and food choice, precautions during shopping for food and food purchasing patterns as a response (S).FindingsResearch results confirm the difference in consumers' eating habits during and before a pandemic. Also, results indicate that perceived risk and precautions related to the COVID-19 virus have a statistically significant influence on consumers' eating habits which have changed during a pandemic, finally resulting in significant effects on consumers' food shopping behaviour.Research limitations/implicationsThe main limitations of this study are observing only a few aspects related to COVID-19 virus pandemic and consumer food shopping behaviour, as well as measuring precautions, perceived risk and food shopping behaviour at one point in time besides the fact that pandemic situation constantly changes.Originality/valueThe study indicates that food manufacturers should pay attention to the consumers' eating habits and food shopping behaviour changes under the circumstances of COVID-19 virus pandemic. Identified changes can be used as opportunities to gain a competitive advantage on the market.
The key to achieving business goals is based on both understanding and comprehending how consumers perceive a service offering and exploring the elements that determine customer satisfaction and ...loyalty. Modern tourism enterprises should focus on creating and delivering value to their consumers as a significant source of competitive advantage. The aim of this paper is to identify the dimensions of the service offer values of the travel agencies in which there are significant differences in the ratings of the female and male respondents. To meet the research objectives, a t-test for two independent samples was used. Field research was conducted and primary data were collected by the survey method. This paper seeks to show that value for service users is a complex and multidimensional concept. Tourism services can be better perceived and understood if they are analysed through a multidimensional approach to value, as users of tourism services can at the same time experience and enjoy functional, social, emotional and other factors. The paper presents different approaches to the analysis of perceived value that are present in the world marketing literature and which form the basis for conception of future research.
Research Question: This paper examines the influence of femininity and collectivism as a dimension of Serbian national culture on activities, interests and opinions, i.e., consumer lifestyle ...components. Motivation: Consumer lifestyle is largely shaped by the effects of the culture to which consumers belong. Starting from the relevant Kotler & Keller (2017) consumer behaviour model that demonstrates the previously given fact, as well as identified research gap related to investigating the influence of Hofstede's national culture dimensions on activities, interests and opinions as lifestyle components, the study gives useful insights into the importance of knowing and respecting cultural differences when defining marketing strategies that aim to shape or influence a particular consumer lifestyle. The study contributes to the existing literature by providing a new idea for developing a research framework that could be used in cross-cultural or consumer behaviour studies. Idea: The basic idea of this study is to empirically test the relationship between national culture dimensions and consumer lifestyle components. The study was conducted using collectivism and femininity as independent variables, and activities, interest and opinions, i.e., lifestyle components as dependent variables. Data: Empirical research was conducted on a sample of 251 consumers from central Serbia using a survey method during July and August 2020. Tools: Processing of primary data was performed using statistical software SPSS 20 and AMOS 20 utilizing descriptive statistics, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Findings: The study first confirms the presence of collectivism and femininity as Serbian national culture dimensions, and then indicates the existence of a statistically significant effect of observed national culture dimensions on consumer lifestyle components. Related to this, results indicate the existence of a statistically significant effect of femininity on activities and opinions, while collectivism determines only activities as a lifestyle component. Contribution: The paper provides an analysis of national culture influence on lifestyle as an important sociological determinant of consumer behaviour and also provides practical implications for marketers.
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•The main goal is to analyze customer satisfaction in mobile commerce.•The objective is to rank the predictors of m-commerce satisfaction.•The paper reviews and analyses the procedure ...of neural network parameter selection.•Neural network model was used to rank the relative influence of predictors from SEM.•Mobility and trust are found as the most significant determinants of satisfaction.
The mobile commerce (m-commerce) industry has rapidly grown in value in recent years, as has the number of m-commerce service providers and interest in it from consumers and academia alike. In order to ensure customer loyalty, providers must determine which factors influence consumer satisfaction in m-commerce. Therefore, the objective of this study is to determine and rank the significant predictors of satisfaction in m-commerce. The paper also develops a procedure for artificial neural network model design and parameter setting in technology acceptance studies. Data was collected from 224 users of m-commerce services. The results presented are based on a combination of structural equation modeling (SEM) and artificial neural network (ANN) analyses. A multi-layer perceptron was used for ANN modeling. The results show that the optimal ANN model has one hidden layer and a sigmoid as an activation function in both layers, while the number of hidden nodes should be determined using a recommended rule-of-thumb. In addition, mobility and trust were found to be the most significant determinants of consumer satisfaction in m-commerce. The results of the study are significant as they have important implications for both academia and companies, due to the fact that some of the factors investigated in the study, such as mobility, have rarely been explored in previous consumer satisfaction studies, but were proved to be very significant. Another important result of the study is the proposal of a detailed procedure of ANN model design and the recommendations made for the selection of ANN model architecture and parameter settings.
The study aims to understand slow food festivals relationship between the attributes and satisfaction, as well as the impact of visitor satisfaction on festival image and word of mouth. In addition, ...the relevance of the FESTPERF variable structure - reinforced with a festival image as a novel variable - is examined in the specific context of the slow food event. The fit and validity of the model were tested using confirmatory factor analysis, structural equation modeling was conducted to test the relationships between the model variables, while multi-group analysis was applied to explore the moderating effect of age. Food locality and taste and quality of food were found to be the main triggers of visitor satisfaction, while taste and quality of food, food service quality, programme content and accessibility and signage were found to be important antecedents of satisfaction among the younger population compared with older respondents.
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