Current Issue : October - December Volume : 2020 Issue Number : 4 Articles : 5 Articles
This research intends to determine the key elements affecting the intention to use and the\nusage/adoption of B2C and C2C e-marketplaces in Saudi Arabia; drawing upon the theories\nof Hofstedeâ??s cultural dimensions and UTAUT2 model. There has been little research in the\narea of C2C e-marketplaces adoption particularly in Saudi Arabia. This research proposes a\nframework that aids in exploring those factors. For achieving these objectives, a quantitative\napproach has been utilized. Data for this study will be collected from active users of internet\nin Saudi Arabia via survey. Analysis will be made using Structural Equation Modelling (SEM).\nThis research will also add to the e-marketplace literature through a theoretical framework\nwhich will also show the intention to use and the adoption/usage behavior of consumers in\nSaudi Arabia. The findings of this study are also going to be proved as helpful for the\ngovernment as well as business organizations related to this area. Additionally, this research\nis also going to provide an empirically based model regarding factors affecting the intention\nto use and the adoption/usage of e-marketplaces....
To be an effective global competitor requires to be a trusted cooperator in\nsome network. This argument defines the essence of marketing channel partnerships.\nRelational behaviors have a conclusive effect in the success of marketing\ninitiatives; hence, they are amongst the variables that set apart a good\npartnership. How do fairness and relationship quality affect relational behaviors?\nThis study aims to answer these questions for a channel setting that\ncomprises the marketing firm and the retailers. Research data were gathered\nfrom four hundred Tekel shops, Turkish tobacco and liquor convenience\nshops by using face to face interviewing technique. Prior research mostly studied\nthe effects of fairness on relational behaviors and on relationship quality\ndimensions. This study aims to explore the mediating role of relationship\nquality. Scales were developed from the existing literature, adopted for the\nresearch context, and tested for reliability and validity. Structural equation\nmodeling was used to test the research data. The study establishes the mediating\nrole of the relationship quality for the effect of fairness on relational behaviors....
The ability of Augmented Reality (AR) to blend digital information into the physical world\nhas enhanced its vast range of applications potential. It has, thus, increased the number of\nsmartphone AR users and challenged researchers and a number of industries to try to\nunderstand and anticipate its impact on peopleâ??s perceptions, adoption intention and level\nof use. The present paper explores a specified number of underlying factors, which affect the\nbehavioral intentions of smartphone users towards applying AR in shopping malls in\nGreece. The relevant theoretical constructs are combined with information in the extant\nliterature with a view to extending the Unified Theory on Acceptance and Use of Technology\n(UTAUT) proposed by Venkatesh et al. in 2003. The research, based on data drawn from a\nsample consisting of university students, elaborates on the proposed conceptual framework\nand examines AR use in terms of Performance Expectancy, Effort Expectancy, Social\nInfluence, Facilitating Conditions, Behavioral Intention, Reward and Enjoyment. It also\nexamines the framework on the basis of the demographic characteristics of the respondents.\nThe results enhance perceptions about the usersâ?? perspective of AR applications and\nprovide meaningful insights to both the academia and AR practitioners....
Marketing strategies adopted in many territories do not take into consideration the\nintangible dimension related to local communities, their history, culture and values. By\nignoring a driving force of regional identity, such strategies do not value a major source of\ndifferentiation. In fact, in a time where the immaterial and relational capital assumes a key\nrole, locals are not only one of the most essential elements for the attractiveness of touristic\ndestinations but also a key for their differentiation when compared to other alternatives.\nThis article puts in evidence the importance of the locals in place branding. It develops a\nconceptual model where locals emerge as the key element since they are a major source of\nco-production, co-communication and co-consumption of the regional offer. The model\nproves to be particularly useful for practitioners, offering relevant insights for managers\nand policy makers...
This paper studies the influence of social capital on customer citizenship behavior\nin the virtual community environment, and finds out three paths of\naction. Based on social identity theory, social exchange theory, and social information\nprocessing theory, we respectively explain the action mechanism of\nthe three paths, and finally put forward the corresponding management inspiration\nand strategy....
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