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Information Technology and Consumer Behavior: Challenges and Opportunities
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Information Technology and Consumer Behavior: Challenges and Opportunities

A special issue of Information (ISSN 2078-2489). This special issue belongs to the section "Information Processes".

Deadline for manuscript submissions: closed (30 March 2022) | Viewed by 141206

Special Issue Editors

Dr. Umair Akram

E-Mail Website
Guest Editor
Department of Marketing, Guanghua School of Management, Peking University, Beijing 100871, China
Interests: online consumer buying behavior; branding; social and mobile commerce; retailing; consumer well-being
Special Issues, Collections and Topics in MDPI journals
Dr. Jiayin Qi

E-Mail Website
Guest Editor
School of Management, Shanghai University of International Business and Economics (SUIBE), Shanghai 201620, China
Interests: artificial intelligence; social media marketing; change management; online consumer behavior; CRM
Special Issues, Collections and Topics in MDPI journals
Dr. Nada Trunk Širca

E-Mail Website
Guest Editor
International School for Social and Business Studies Celje, University of Primorska Koper, Koper-Capodistria, Slovenia
Interests: management; higher education; teaching and learning
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues, 

Consumer behavior is prejudiced by various aspects. With technological advancements, the market has seen a tremendous shift in consumer behavior. As a result of the technological impact influencing consumer behavior, most company leaderships face an unending challenge to meet consumer expectations. Due to the advent of information technology, consumer behavior seems to be more influenced by internet-enabled smartphones and tablets, etc. Technology has placed the power in the consumer’s hands.

Today, a typical consumer expects a prompt response and fast service from any business. To keep up with consumer expectations, all businesses are facing huge challenges. How and why has technology changed the way consumers behave? This matter creates a concern for a larger audience.

This is why the relationship between technology and consumer buying behavior is increasingly gaining popularity among practitioners and academics. Technology has always played a decisive role in humanity’s progress. This relationship creates awareness of how information technology contributes to consumer buying behavior development in multiple areas. Therefore, the purpose of this Special Issue is to highlight the opportunities and challenges of information technology and consumer behavior.

Topics to be discussed in this issue include (but are not limited) to the following:

  • Information technology and consumer buying behavior;
  • Online marketing and consumer behavior;
  • Social media marketing and consumer behavior;
  • Information technology and consumer behavior (B2B and B2C);
  • Online marketing and customer relationship management;
  • Online marketing and enterprise resource planning;
  • Legal issues related to online consumer buying behavior;
  • Technological opportunities in online buying behavior;
  • Artificial Intelligence and consumer behavior;
  • Mobile commerce technologies and consumer behavior;
  • Application of consumer behavior theories;
  • Consumers’ technology acceptance in tech-oriented industries.

Dr. Umair Akram
Dr. Jiayin Qi
Dr. Nada Trunk Širca
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Information is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1600 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Website quality
  • Technology acceptance model (TAM)
  • eWOM
  • Online purchase intention
  • Knowledge management systems
  • Artificial intelligence
  • Online branding
  • Website brand equity
  • Online impulse buying
  • Online group buying
  • Qualitative approach
  • Quantitative approach

Published Papers (16 papers)

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Research

19 pages, 1082 KiB  
Article
Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective
by Chaang-Iuan Ho, Yaoyu Liu and Ming-Chih Chen
Information 2022, 13(5), 239; https://doi.org/10.3390/info13050239 - 06 May 2022
Cited by 15 | Viewed by 14037
Abstract
Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on consumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationships [...] Read more.
Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on consumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationships among the 7Ps and the customers’ purchase intention through watching the broadcasters’ show. An integrative marketing-oriented model is proposed and tested using data collected from 330 customers (including 237 shoppers for apparel and 93 customers for seafood) through Facebook live shopping platforms. The research results reveal that promotion, placement, and physical evidence have positive effects on customers’ purchase intention. In addition, the watching intention had a positive effect on purchase intention. It is also found that watching intention has a full mediation effect on the relationship between the 7Ps marketing mix and the purchase intention. The implications of the findings and issues for future research are also discussed. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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27 pages, 2902 KiB  
Article
Value and Sustainability of Emerging Social Commerce Professions: An Exploratory Study
by Krassie Petrova and Sagorika Datta
Information 2022, 13(4), 178; https://doi.org/10.3390/info13040178 - 31 Mar 2022
Cited by 1 | Viewed by 2976
Abstract
Recent advances in social commerce and mobile technology have led to the emergence of new professions such as vlogging, blogging and virtual pop-up store owning. Starting initially as hobbies, the services provided by these ‘new professionals’ have become ubiquitous and are being used [...] Read more.
Recent advances in social commerce and mobile technology have led to the emergence of new professions such as vlogging, blogging and virtual pop-up store owning. Starting initially as hobbies, the services provided by these ‘new professionals’ have become ubiquitous and are being used by customers from many different countries and backgrounds. This paper reports on a study that first explored the views and opinions of new professionals from several fields (using a qualitative approach), and then the views of their potential customers (a quantitative study informed by UTAUT2—the extended Unified Theory of Acceptance and Use of Technology). The results indicated that new professionals both create and co-create value with their customers, peers, and some existing, traditionally established professions. The results also indicated that the intended audience/customers of the new professional businesses had a positive perception of their long-term commercial sustainability. Customers’ intention to use the new professional services in the future were predicted mostly by the behavioral characteristics of hedonic motivation and habit. The research contributes by empirically investigating the value creation and co-creation processes in a context that is yet to attract academic interest. It proposes a value creation and co-creation framework that draws on the interactions of the main players. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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23 pages, 1395 KiB  
Article
A Comparative Study of Users versus Non-Users’ Behavioral Intention towards M-Banking Apps’ Adoption
by Vaggelis Saprikis, Giorgos Avlogiaris and Androniki Katarachia
Information 2022, 13(1), 30; https://doi.org/10.3390/info13010030 - 11 Jan 2022
Cited by 27 | Viewed by 5425
Abstract
The banking sector has been considered as one of the primary adopters of Information and Communications Technologies. Especially during the last years, they have invested a lot into the digital transformation of their business process. Concerning their retail customers, banks realized very early [...] Read more.
The banking sector has been considered as one of the primary adopters of Information and Communications Technologies. Especially during the last years, they have invested a lot into the digital transformation of their business process. Concerning their retail customers, banks realized very early the great potential abilities to provide value added self-services functions via mobile devices, mainly smartphones to them; thus, they have invested a lot into m-banking apps’ functionality. Furthermore, the COVID-19 pandemic has brought out different ways for financial transactions and even more mobile users have taken advantage of m-banking app services. Thus, the purpose of this empirical paper is to investigate the determinants that impact individuals on adopting or not m-banking apps. Specifically, it examines two groups of individuals, users (adopters) and non-users (non-adopters) of m-banking apps, and aims to reveal if there are differences and similarities between the factors that impact them on adopting or not this type of m-banking services. To our knowledge, this is the second scientific attempt where these two groups of individuals have been compared on this topic. The paper proposes a comprehensive conceptual model by extending Venkatech’s et al. (2003) Unified Theory of Acceptance and Use of Technology (UTAUT) with ICT facilitators (i.e., reward and security) and ICT inhibitors (i.e., risk and anxiety), as well as the recommendation factor. However, this study intends to fill the research gap by investigating and proving for the first time the impact of social influence, reward and anxiety factors on behavioral intention, the relationship between risk and anxiety and the impact of behavioral intention on recommendation via the application of Confirmatory Factor Analysis and Structural Equation Modeling (SEM) statistical techniques. The results reveal a number of differences regarding the factors that impact or not these two groups towards m-banking app adoption; thus, it provides new insights regarding m-banking app adoption in a slightly examined scientific field. Thus, the study intends to assist the banking sector in better understanding their customers with the aim to formulate and apply customized m-business strategies and increase not only the adoption of m-banking apps but also the level of their further use. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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21 pages, 684 KiB  
Article
Factors That Determine the Adoption Intention of Direct Mobile Purchases through Social Media Apps
by Vaggelis Saprikis and Giorgos Avlogiaris
Information 2021, 12(11), 449; https://doi.org/10.3390/info12110449 - 28 Oct 2021
Cited by 11 | Viewed by 3467
Abstract
In the last few years, a number of social media e-business models including the social networking giants of Facebook, Pinterest and Instagram have offered direct purchase abilities to both their users and the involved enterprises. Hence, individuals can buy directly without having to [...] Read more.
In the last few years, a number of social media e-business models including the social networking giants of Facebook, Pinterest and Instagram have offered direct purchase abilities to both their users and the involved enterprises. Hence, individuals can buy directly without having to leave the social media website. At the same time, there is a significant increase in the number of online purchases through mobile devices. To add to this, nowadays, the vast majority of internet users prefer to surf via their smartphone rather than a desktop PC. The aforementioned facts reveal the abilities and potential dynamics of Mobile Social Commerce (MSC), which is considered not only the present but also the future of e-commerce, as well as an area of prosperous academic and managerial concern. In spite of its several extant abilities and its booming future, MSC has been little examined until now. Therefore, this study aims to determine the factors that impact smartphone users’ behavioral intention to adopt direct purchases through social media apps in a country where these kinds of m-services are not yet available. In specific, it extends the well-established Unified Theory of Acceptance and Use of Technology (UTAUT) model with the main ICT facilitators (i.e., convenience, reward and security) and inhibitors (i.e., risk and anxiety). The suggested conceptual model aims to increase the understanding on the topic and strengthen the importance of this major type of MSC. Convenience sampling was applied to gather the data and Structural Equation Modeling (SEM) was then performed to investigate the research hypotheses of the proposed conceptual model. The results show that performance expectancy exerts a positive impact on behavioral intention. Furthermore, all ICT facilitators examined do impact significantly on smartphone users’ decision to adopt direct mobile purchases through social media apps, whereas anxiety exerts a negative effect. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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12 pages, 948 KiB  
Article
Investigating Complimentary E-Marketing Strategy for Small- and Medium-Sized Enterprises at Growth Stage in Taiwan
by Chiu-Ching Lin
Information 2021, 12(9), 380; https://doi.org/10.3390/info12090380 - 17 Sep 2021
Cited by 7 | Viewed by 3491
Abstract
Globally, 95% of enterprises are small and medium sized enterprises (SMEs). Social media has recently become a powerful marketing tool due to characteristics such as the ability to share digital information and interact with consumers instantly. In SMEs, limited budgets restrict the use [...] Read more.
Globally, 95% of enterprises are small and medium sized enterprises (SMEs). Social media has recently become a powerful marketing tool due to characteristics such as the ability to share digital information and interact with consumers instantly. In SMEs, limited budgets restrict the use of social media as marketing tools. Thus, complimentary use of social media may be an alternative method for SMEs to maximize their marketing strategies. This study identifies what marketing goals are important for SME growth and how complimentary social media are used for attaining marketing goals. The analytic hierarchy process (AHP) analysis was conducted to confirm the order of local weights and global weights for marketing goals and complimentary social media. We found that the order of local weights for marketing goals for SMEs in the growth phase is brand awareness > online purchase > sales potential. The order of global weights for complimentary social media to meet above marketing goals is Facebook > PIXNET > Twitter > Instagram > YouTube > LINE. Finally, we used an SME from Taiwan as a case study to ensure that the application of the above complimentary social media can meet above marketing goals and potentially increase the survival of SMEs at the growth phase in Taiwan. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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13 pages, 767 KiB  
Article
An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence
by Haijian Wang, Jianyi Ding, Umair Akram, Xialei Yue and Yitao Chen
Information 2021, 12(8), 324; https://doi.org/10.3390/info12080324 - 12 Aug 2021
Cited by 33 | Viewed by 12538
Abstract
The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along [...] Read more.
The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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12 pages, 2056 KiB  
Article
Personality Traits Affecting Opinion Leadership Propensity in Social Media: An Empirical Examination in Saudi Arabia
by Suad Dukhaykh
Information 2021, 12(8), 323; https://doi.org/10.3390/info12080323 - 11 Aug 2021
Cited by 1 | Viewed by 2181
Abstract
Few studies have examined the personality traits that may predict opinion leadership behavior in social media. This study aims to examine the personality traits of individuals who use social media platforms and engage in social networking in Saudi Arabia. This study investigates the [...] Read more.
Few studies have examined the personality traits that may predict opinion leadership behavior in social media. This study aims to examine the personality traits of individuals who use social media platforms and engage in social networking in Saudi Arabia. This study investigates the extent to which innovativeness, competence in interpersonal relationships, and extraversion affect the opinion leadership propensity in social media. The data were collected via an online structured questionnaire which was completed by a sample of 321 social media users. The results of this study show that people with a high level of innovativeness and interpersonal relationship competency are more likely to be opinion leaders on social media. However, the personality trait of extraversion does not affect the propensity to be an opinion leader. The results indicate that the effect of innovativeness on opinion leadership propensity is lower for Generation Y than Generation X. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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11 pages, 436 KiB  
Article
Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship
by Yitao Chen, Haijian Wang, Lei Wang and Jianyi Ding
Information 2021, 12(7), 282; https://doi.org/10.3390/info12070282 - 16 Jul 2021
Cited by 5 | Viewed by 2656
Abstract
Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid [...] Read more.
Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid questionnaires, this study conducts empirical research with SPSS and AMOS to examine the impact of experience characteristics on consumer brand identity and brand loyalty. Then, the fanship consumer attribute is added to conduct path-moderating analysis. The results illustrated the following: (a) consumers act and relate experiences, which affects brand cognitive identity; thinking, acting, and relating experiences positively affect brands’ emotional identity; (b) cognitive identity and emotional identity can jointly create brand loyalty, and play a partial mediating role between offline experience and brand loyalty. Finally, the higher the fanship, the higher the consumer identity and the higher the brand loyalty. Overall, this study provides a certain basis for decision-making and suggestions for the offline operation of electronic brands. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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13 pages, 647 KiB  
Article
Moderating Effect of Gender on the Relationship between Technology Readiness Index and Consumers’ Continuous Use Intention of Self-Service Restaurant Kiosks
by Tae-Kyun Na, Sun-Ho Lee and Jae-Yeon Yang
Information 2021, 12(7), 280; https://doi.org/10.3390/info12070280 - 10 Jul 2021
Cited by 14 | Viewed by 6005
Abstract
This study aims to analyze the moderating effect of gender on the relationship between technology readiness and willingness to continue using self-service kiosks in fast-food restaurants among middle-aged and older consumers. We conducted a survey from 1 May to 30 May 2020 among [...] Read more.
This study aims to analyze the moderating effect of gender on the relationship between technology readiness and willingness to continue using self-service kiosks in fast-food restaurants among middle-aged and older consumers. We conducted a survey from 1 May to 30 May 2020 among 320 consumers born in or before 1980 who only used kiosks in fast-food restaurants. The findings are as follows: First, the more innovative and optimistic the consumer, the more they are willing to continue using kiosks, whereas the more discomfort the consumer feels, the less likely they are to continue using them. Second, among technology readiness factors, a sense of insecurity does not have a significant effect on the willingness to continue to use kiosks. Third, among innovative consumers, men were found to be more likely to continue using kiosks than women. Thus, fast-food restaurant managers need to know that men and women perceive technology-based self-service differently. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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17 pages, 1000 KiB  
Article
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework
by Chao-Hsing Lee and Chien-Wen Chen
Information 2021, 12(6), 241; https://doi.org/10.3390/info12060241 - 08 Jun 2021
Cited by 79 | Viewed by 30687
Abstract
Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying [...] Read more.
Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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15 pages, 836 KiB  
Article
Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China
by Muhammad Bilal, Zeng Jianqiu, Suad Dukhaykh, Mingyue Fan and Aleš Trunk
Information 2021, 12(5), 192; https://doi.org/10.3390/info12050192 - 28 Apr 2021
Cited by 27 | Viewed by 9921
Abstract
Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by [...] Read more.
Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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10 pages, 468 KiB  
Article
Consumer Trust as the Antecedent of Online Consumer Purchase Decision
by Anas Hidayat, Tony Wijaya, Asmai Ishak and Putra Endi Catyanadika
Information 2021, 12(4), 145; https://doi.org/10.3390/info12040145 - 29 Mar 2021
Cited by 25 | Viewed by 8845
Abstract
The e-commerce industry in Indonesia is growing in line with the increasing number of internet users in Indonesia. Unfortunately, many internet users in Indonesia are still unsure about shopping online because of the lack of buyer trust with sellers and service providers. This [...] Read more.
The e-commerce industry in Indonesia is growing in line with the increasing number of internet users in Indonesia. Unfortunately, many internet users in Indonesia are still unsure about shopping online because of the lack of buyer trust with sellers and service providers. This study aims to identify the factors that influence online shop consumers to conduct transactions online. This research used a questionnaire survey distributed to customers who had ever used an online shop application. The sample used in this research was 468 respondents. The data collected was then analyzed using Partial Least Square. The results of this research indicated that trust, perceived value, and buying interest positively influence consumers’ decisions to purchase using an online shop application. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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19 pages, 1455 KiB  
Article
Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism
by Syed Hassan Raza and Umer Zaman
Information 2021, 12(2), 72; https://doi.org/10.3390/info12020072 - 07 Feb 2021
Cited by 10 | Viewed by 5493
Abstract
Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This research [...] Read more.
Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This research examines how norm-congruent attitudes toward digital advertising (hereafter ADA) may operate as a process variable that mediates the relationship between perception about digital advertising (hereafter PDA) and online purchase intention of fashion brands (hereafter OPI). We propose a gender egalitarianism (hereafter GE)-moderated mediation model whereby ADA mediates the relationships between PDA and OPI in two culturally diverse nations: Malaysia and Pakistan. The model was tested by using 2 (GE appeal: present vs. absent) × 2 (nation: Pakistan vs. Malaysia) × 2 (no exposure to ads/exposure to ads) experimental design with data obtained from a sample of 260. Findings show that there is a significant difference in the relationship between PDA and OPI that is mediated by the attitude in both nations. However, the mediation implication of the attitude is significantly dependent on the interaction of the GE. In this way, the study provides some practical recommendations for the marketers by highlighting the salient advertising features that may be more useful in both nations. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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15 pages, 2150 KiB  
Article
Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender
by Syed Hassan Raza, Umer Zaman and Moneeba Iftikhar
Information 2021, 12(1), 35; https://doi.org/10.3390/info12010035 - 16 Jan 2021
Cited by 2 | Viewed by 7312
Abstract
There is a long-standing debate about the effects of media-generated stereotypes on receivers’ trust and attitude. However, there is insufficient consensus about their influence on the media receiver’s ecological perspective in determining their extent of trust and attitudes. Drawing an analogy from Differential [...] Read more.
There is a long-standing debate about the effects of media-generated stereotypes on receivers’ trust and attitude. However, there is insufficient consensus about their influence on the media receiver’s ecological perspective in determining their extent of trust and attitudes. Drawing an analogy from Differential Susceptibility to Media Effect Model (hereafter DSMM) notion that media effects are conditional and are contingent on differential-susceptibility, this study examines the influence of dispositional and social susceptibility to media. To do so, the study validates the influence of media user’s gender (dispositional susceptibility) and ethnicity (social susceptibility) in determining the outcomes of media-generated stereotypes, media trust (MT), and attitude towards media organization (AO). The survey method has been employed to collect data through a self-administered questionnaire from 1061 university students in public sector institutions in Pakistan. The results provide empirical evidence that media-generated stereotypes are a substantially negative predictor of media trust and attitudes towards the media organization. The results also validate that the influence of the stereotyping manifested by the receiver’s ecological perspective such as ethnicity and gender are crucial determinants of the receiver’s trust and attitudes. Managerially, the study urges that journalistic practices must be more ethnoculturally inclusive, to cope with the contemporary media landscape. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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16 pages, 1209 KiB  
Article
Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?
by Sidra Tabassum, Muddasar Ghani Khwaja and Umer Zaman
Information 2020, 11(12), 545; https://doi.org/10.3390/info11120545 - 25 Nov 2020
Cited by 28 | Viewed by 12434
Abstract
Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and [...] Read more.
Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and feelings. As digital communities continue to grow, both brands and consumers are using narrative advertising to share their opinions. Hence, the purpose of this research was to investigate how the upcoming generation of consumers will be affected by the two information sources, i.e., the brands via narrative advertising, and peer consumers through electronic word-of-mouth (eWOM). Furthermore, the mediated role of persuasion knowledge was examined among the constructs. Theoretical foundations were empirically tested using quantitative research analysis. The data was collected from a sample of 304 Generation Z respondents from Pakistan. Structural equation modeling (SEM) using AMOS 22.0 was executed to determine cause and effect relationships. This study offers new evidence regarding the effective mobilization of eWOM and narrative advertising in the context of Generation Z. The results indicate narrative advertising to have strong effects on Generation Z purchase intentions as compared to eWOM. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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12 pages, 694 KiB  
Article
Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context
by Muddasar Ghani Khwaja, Saqib Mahmood and Umer Zaman
Information 2020, 11(10), 478; https://doi.org/10.3390/info11100478 - 13 Oct 2020
Cited by 45 | Viewed by 10241
Abstract
The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating [...] Read more.
The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating swift information spread. Henceforth, it has become increasingly problematic for consumers to adopt authentic information and differentiate between marketers-generated content and user-generated content. The study aims to unfold the factors that lead to the information adoption that consequently motivates consumers to purchase products and services. The research study provides a comprehensive framework to re-configure factors that lead to consumers’ purchase intentions in the digital economy. Respondents of the study were those individuals who have been buying products online. The theoretically knitted causal relationships were estimated using a structural equation modelling (SEM) technique. The results indicate that trust inclination and information adoption sequentially mediate relationships between information quality, information usefulness, perceived risk and argument quality with purchase intentions. Full article
(This article belongs to the Special Issue Information Technology and Consumer Behavior: Challenges and Opportunities)
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