This research examines travelers purchase behavior of “Airbnb experiences” by developing a model based on the stimulus organism response theory. Motivation, conceptualized as hedonic and utilitarian, ...is proposed to influence attitudes toward “Airbnb experiences.” The model is tested using data collected from two separate empirical studies on Indian domestic travelers. Empirical findings from both studies demonstrate a significant influence of perceived authenticity, perceived enjoyment, and service quality on travelers’ attitudes toward “Airbnb experiences.” The results from the two studies also converge with respect to the influence of attitudes on purchase intention and word-of-mouth. Both studies suggest a moderating effect of trend affinity on the relationship between attitudes and word-of-mouth. The research presents scholars with a theoretically robust model with the motivational attributes that positively impacts on travelers’ attitudes toward “Airbnb experiences” and the latter’s influence on purchase intention and word-of-mouth. We discuss the practical implications and limitations of the research.
Following the outbreak of COVID 19 in February 2020, Indian universities were shut down and used digital platforms to teach their students since then. Drawing from Kolb’s Learning Theory, John ...Dewey’s theory, Jack Mezirows transformative learning theory, and Jean Piaget’s theory, the authors in this paper offer a viewpoint on some of the practical teaching practices which can be adapted in business schools in India to be successful in this emerging blended or phygital environment. Using a Community of Inquiry (CoI) framework, the authors reflect on the effective teaching practices based on their own experience, theoretical knowledge gained from an exhaustive web search of various databases of the period, particularly from February to August 2020. The authors performed a careful manual content analysis of the selected research papers. They concluded seven principal teaching methods to create an effective blended environment for students and faculties in Indian business schools: a) reframing virtual spaces in India through online knowledge repository and virtual labs b) using reflective thinking for andragogical and pedagogical Indian approach c) Indian teachers’ readiness to offer various genres of courses on demand d) reinforcing resilience in Indian schools through meaningful participation and conflict resolution e) purposeful learning and inquiry-based learning for Indian students f) experiential learning through an inclusive online pivot in India g) useful apps are discussed to reach out to Indian parents community. These initiatives can influence academicians, educationists, podcasters, and the entire teacher fraternity to design an efficient and adequate teaching plan for the student community in India.
•This study advanced the masstige theory by conceptualizing consumer buyer behavior.•A mixed method approach was adopted for this study.•Functional value, vanity value and achievement signaling were ...found to be the predictors of purchase intention for masstige brands.•The intention to purchase masstige brands enhances the brand happiness and attitudinal loyalty.•The findings can be used by the brand managers to strategize the masstige brand positioning among the customers.
This study is an attempt to advance the theory of masstige marketing by conceptualizing the masstige buying behavior. The masstige theory is in the infancy stage, with little advancement in consumer behavior. Therefore, a mixed-method approach was used to explore the antecedents of behavioral intention towards masstige brands. Based on the qualitative personal interviews conducted with16 iPhone users and drawing from theory, three dimensions of value and two dimensions of aspirations grounded in luxury value perception framework and conspicuous consumption theory were identified as the antecedents for behavioral intention towards masstige brands. These factors were used to develop a comprehensive theoretical framework that was tested through a quantitative survey (n = 378). The structural equation modeling approach revealed functional value, vanity value, and achievement signaling as the determinants of purchase intention for masstige brands. It was also found that purchase intention influences perceived brand happiness and attitudinal loyalty.
PurposeThis paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market.Design/methodology/approachData were collected ...from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data.FindingsIt was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking.Originality/valueThis research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.
Researchers on online consumer behavior have rarely discussed the subjective well‐being aspect or improving the life quality of the next billion as the bright side. Emerging technologies such as ...mobile payments have added to the life quality of people by enabling fast and convenient transactions online that can be performed anywhere and anytime. The studies on mobile payments adoption or continued use are majorly focused on the utilitarian aspects. While the firms face stiff competition and struggle to retain customers it is imperative to discuss both the psychological and behavioral aspects of technology use. The proposed theoretical framework integrates the expectation confirmation model, unified theory of acceptance and use of technology (UTAUT) model, and the subjective well‐being aspect to explain the factors that affect the mobile payments continuance intention. This multidisciplinary study makes a novel contribution to the extant literature on online consumer behavior. Data were obtained by surveying 351 users of mobile payments. The structural equation modeling (SEM) revealed that continuance intention is influenced by subjective well‐being, facilitating conditions, effort expectancy, and satisfaction. Performance expectancy and effort expectancy influence satisfaction that further influences continuance intention. The study deliberates several inferences for service providers for effective strategic advancement. Findings can be used for developing innovative solutions for improved online customer experience and retention. The positioning strategy must convey the life quality improvement as a bright side of technology for better chances of success.
The importance of pedagogical innovations in management education for improved learning outcomes has been emphasized by scholars. However, the literature on these innovations has not been ...systematically synthesized. In this article, we use the 6w framework to provide a review of pedagogy innovations for learning in management education for the 21st century. We orchestrate the prior studies, argue for theoretically informed approaches to evaluate the various dimensions, present the gaps, and provide new measures that would guide advancement and research in this niche area. An integrated pedagogy innovation model framework is proposed from the evaluation of studies that could be used as a baseline for future research. We utilize the theory, context, characteristics, and methodology (TCCM) framework to expand on the research gaps to propose ideas for future research.
•Documented the scattered literature on pedagogy innovation in management education.•Presented the pedagogical developments in management education in the 21st century.•The framework guides the future studies on pedagogy innovations in management education.•There is a theoretical and methodological gap in the documentation of pedagogy innovations.
Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the ...consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers.
•MCI significantly influences online shoppers’ PI with voice assistants’ usage.•MCI facets (functional, hedonic, social and cognitive) significantly influence PI and awe experience.•Immersive awe experience significantly mediates the MCI facets and PI of online fashion shoppers.•eWOM significantly mediates the awe experience and PI of online fashion shoppers.
This case presents the hybrid business model of a social venture Gramshree. It provides a detailed description of the dilemma faced by the board of trustees regarding the selection of marketing ...channels for Gramshree to bring sustainability to the business. Gramshree aimed at empowering women artisans by ensuring a steady income for them so that they could become a catalyst for sustainable economic development and social change. However, with growing competition and difficulties in selling, generating market demand was a key challenge for Gramshree. This case illustrates the strategies for the development and value creation of a hybrid social business model. It also describes the challenges faced by social organizations. The case provides an opportunity to evaluate the current situation and proposes a solution for the sustainability of the organization.
The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and ...promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual's purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher's best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.
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