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Consumer Behavior Research on Membership Subscription and Non-subscription in Online Shopping Platforms*
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Purpose
This study analyzes how tech firms can implement the modern wave of subscription-based business model (SBBM), including value proposition, value creation, value capture and performance. In fact, these elements push tech firms to move from traditional to SBBMs.
Design/methodology/approach
To achieve the objectives of this study, we initially construct a theoretical framework for applying SBBM. Subsequently, we employ qualitative research to examine the current implementation of the subscription-based economy within tech firms.
Findings
A successful SBBM necessitates capturing value through sustainable revenue transactions and revising aspects of the value proposition, creation and capture. Continuous improvement through business value analysis is imperative. Additionally, an agile operations system is vital to address revenue complexities, enable data collection and enhance value proposition, service innovation, churn rate and customer retention, which are essential for SBBM maintenance.
Originality/value
This study delves into how the subscription-based economy is reshaping the business models of tech firms. Beyond exploring the theoretical foundation of this transformative path, this study offers actionable insights on enhancing the value proposition, creation, capture and business value within subscription-based economy frameworks.
Recently, environmental issues have become major social concerns, and consumers are becoming increasingly aware of environmental matters; however, they remain hesitant to purchase eco-friendly products. This study examined consumers’ environmental consciousness as a factor influencing the purchase of eco-friendly products, and investigated situational factors that induce hesitancy in purchasing eco-friendly products. We studied the moderating effects of these factors with regard to ease of purchase and eco label credibility. Our research model is validated using data from 220 consumers with experience in purchasing eco-friendly products in Korea. For the data analysis, we used SPSS 22.0 and AMOS 22.0 to perform confirmatory factor analysis and SEM. The specific verification results are as follows. First, environmental interest did not significantly impact the purchase intention of eco-friendly products. Second, consumers’ environmental knowledge and consumer effectiveness perception both had a significant impact on the purchase intention of eco-friendly products. Third, the intention to purchase eco-friendly products significantly impacted the purchase behavior of eco-friendly products. In addition, the results of this study show that ease of purchase and eco label credibility have moderating effects on the relationship between purchase intention and purchase behavior. This study results contribute to the eco-friendly consumption literature by explaining the intention–behavior gap. This study also show that eco-friendly consumption can be stimulated through raising eco label credibility and ease of purchase. The findings have theoretical implications for understanding the factors that affect consumers’ intentions of and behavior toward eco product purchases, and practical implications for how to stimulate environmental consumer behavior.
Despite the success of subscription models in online retail, insights addressing their very relational character remain limited. This research employs interpersonal relationship theory and examines the role of attachment theory in explaining consumer adoption of subscription-based online services on a general as well as on a brand level. Specifically, we propose two conceptual models linking different attachment constructs to the adoption of subscriptions for tangible consumer goods. To address general subscription adoption, we investigate the influence of secure personal and consumer attachment to an unspecified hypothetical online subscription offer from a retailer where consumers frequently buy. We show that secure personal attachment, via the more relation-specific consumer attachment, affects attitude towards adoption of an online retailer’s subscription service. Attitudes towards adoption are further influenced by utilitarian and hedonic motivations. To address adoption on the brand level, we expose participants to a specific hypothetical FMCG subscription offer from a brand that consumers frequently buy. We identify an influence of satisfaction on brand attachment which in turn influences consumers’ attitude towards adoption. This work advances theory on subscription adoption and is the first to explain it from an attachment theory perspective. In doing so, it holds important theoretical and managerial implications. On a general level, we recommend online retailers offering subscriptions to identify securely personal attached consumer segments, as they are prone to form social bonds. These consumers score high on secure consumer attachment and, thus, are more prone to adopt subscription offers. On the brand level, we identify brand satisfaction as a critical driver for brand attachment. We find that customers that are highly satisfied with and attached to a brand are likely to adopt a subscription offering. Therefore, we encourage managers to create brands that people adore (as indicated by brand attachment) and foster satisfaction to successfully offer subscriptions.
Abstract
This article provides more in-depth insights into the cause-and-effect relationship between each construct. A quantitative methods approach is used in this study to explore and examine factors influencing consumers' continuance intention of a subscription box. The investigation explores the question, how to influence consumer continuance intention to use subscription boxes? We distribute questionnaires to subscription box consumers in the U.K., Europe, Oceania, Middle East and Africa, America, and Asia. Moreover, we applied structural equation modeling by PLS for data analysis and tested the model with survey data from 176 consumers. The results show that perceived variety, perceived convenience, perceived enjoyment, and variety-seeking tendencies significantly influence consumer continuance intention mediating by satisfaction. While value for money perceived surprise, personalization, and consumer innovativeness has no significance. The findings have practical implications for sellers and companies, directing what variables to concentrate on to improve the subscription box's consumer continuance intention.
Keywords: continuance intention, consumer satisfaction, subscription box, the subscription economy
Subscription retailing is rapidly growing. However, existing understanding of this sector is limited. Through a large-scale survey of 1356 UK consumers this paper develops a typology of subscription types and provides insight into the profile of consumers most likely to engage. The motives and barriers to subscription are assessed, providing clear guidance to retailers on the optimal positioning and marketing of their offers. This is the first empirical study in Europe, increasing our knowledge of consumers profiles, motives and barriers. Our findings have clear managerial implications for subscription service providers and a robust starting point for further academic research.
One of the main goals of customer relationship management is to reduce or eliminate “customer churn”, ie loss of existing customers. This paper introduces a prototype algorithm to estimate a continuously updated indicator of the probability of an existing customer to cease purchasing from a subscription commerce business. The investigation is focused on the case of repeat consumers of subscription commerce products which require regular replacement or replenishment. The motivation is to help marketers to make targeted proactive retention actions by categorizing regular customers into groups of similar estimated churn risk. The proposed algorithm re-computes the probability of churn for each customer at regular intervals using past purchase transaction data and incorporating subscription-based business logic. We describe the detailed process from data collection and feature engineering to the algorithm’s design. We also present evaluation results of the algorithm’s performance based on a pilot test that took place on a consumables ecommerce business. The results suggest a significant capability of the proposed algorithm in capturing the purchasing intentions of repeat customers, regardless of the risk group they belong to.
Subscription models have become a popular new way for consumers to do their shopping. This paper presents a taxonomy of the three main archetypes of subscription models and develops a classification scheme with type-specific features relevant to their successful management.
An implementation framework offers managers a guideline to introduce subscription models of their own.
Subscription commerce emerged as an up-and-coming phenomenon in retailing that enables shoppers to automatically receive recurring deliveries of consumer goods. One important dimension along which subscription services differ is the degree to which the content of each delivery is surprising. This paper focuses on two archetypes at opposite ends of this dimension, namely predefined and curated surprise subscriptions, and juxtaposes them to conceptualize surprise as a retail mechanism. It is hypothesized that curated surprise subscriptions carry an inherent risk to receive unappealing products, as consumers outsource the decision-making process to the subscription provider, which can influence consumers’ choices and attitudes. Three studies explore the role of risk perception in consumers’ evaluation of consumer goods subscriptions. First, it was found that consumers prefer shorter delivery intervals for predefined subscriptions and longer delivery intervals for curated surprise subscriptions, in line with Prospect Theory. Second, empirical evidence for perceived risk as a mediating variable in this relation is provided. Finally, it is shown how retailers can manipulate associated risk through the introduction of a free-return option. The article is concluded by introducing a new typology of subscription services and discussing implications for managerial practice as well as avenues for future research.
This study examined one of the new consumption styles of modern consumers, subscription-based online services (SOS), which is often called as box retailing. The purpose of this study was to empirically test six antecedents—utilitarian motivations, hedonic motivations, fashion consciousness, consumer innovativeness, desire for unique products, and online transaction self-efficacy—as predictors of consumers’ attitude toward and intention to use fashion/beauty SOS. The theory of reasoned action was used as a theoretical foundation. With responses from 385 American consumers on an online survey, the theoretical model was tested in the fashion/beauty SOS context using structural equation modeling on LISREL. Results indicated that utilitarian and hedonic motivations, fashion consciousness, and online transaction self-efficacy indirectly influence intention to use fashion/beauty SOS, mediated by attitude towards fashion/beauty SOS. Instead of being mediated by attitude towards fashion/beauty SOS, consumer innovativeness and desire for unique products directly influence intention to use fashion/beauty SOS. Subjective norm positively influences intention to use fashion/beauty SOS. By identifying the factors that can predict consumers’ attitude towards and intention to use this new type of fashion/beauty consumption, this study addresses an evolving trend in home-based shopping behavior. Theoretically, as one of the earliest studies in this phenomenon, this study lays the theoretical groundwork paving way for further exploration in this area. Managers of fashion and beauty SOSs also can utilize these findings to more accurately target the appropriate consumer segment and streamline their marketing messages in accordance.
The growth of subscription-based commerce has changed the types of data that firms report to external shareholders. More than ever, companies are discussing and disclosing information on the number of customers acquired and lost, customer lifetime value, and other data. This has fueled an increasing interest in linking the value of a firm’s customers to the overall value of the firm, with the term “customer-based corporate valuation” being used to describe such efforts. Although several researchers in the fields of marketing and accounting have explored this idea, their underlying models of customer acquisition and retention do not adequately reflect the empirical realities associated with these behaviors, and the associated valuation models do not meet the standards of finance professionals. The authors develop a framework for valuing subscription-based firms that addresses both issues, and they apply it to data from DISH Network and Sirius XM Holdings.
Purpose
– The purpose of this paper is to develop a research model that examines the effect of information overload and information disorganisation upon customers’ perceived risk and purchase intention online in a single integrative model. In addition the paper investigates whether internet experience moderates these relationships.
Design/methodology/approach
– To achieve the paper's objectives an experiment that involved visiting the ten most visited e-commerce web sites in Spain was conducted. Hypotheses were tested by using structural equation modelling on a data set of 1,396 online shopping customers.
Findings
– The results suggest a positive relationship between information overload and customer purchase intention and that internet experience reinforces this positive effect. Moreover the results confirm that the relationship between information disorganisation and customer purchase intention is not significant and that internet experience does not moderate the relationship. The findings also indicate that perceived risk mediates the relationship between information overload and information disorganisation on customer purchase intention.
Originality/value
– This work contributes to the literature by exploring the phenomenon of information overload and information disorganisation upon customers’ perceived risk and purchase intention in the e-commerce environment as well as the moderating effect of internet experience on these relationships in a single integrative model. The main conclusions of this investigation can be valuable to organisations that implement or intend to implement e-commerce.
Behavioral research shows that reasons for and reasons against adopting innovations differ qualitatively, and they influence consumers’ decisions in dissimilar ways. This has important implications for theorists and managers, as overcoming barriers that cause resistance to innovation calls for marketing approaches other than promoting reasons for adoption of new products and services. Consumer behavior frameworks in diffusion of innovation (DOI) studies have largely failed to distinctly account for reasons against adoption. Indeed, no study to date has tested the relative influence of adoption and resistance factors in a single framework. This research aims to address this shortcoming by applying a novel consumer behavior model (i.e., behavioral reasoning theory) to test the relative influence of both reasons for and, importantly, reasons against adoption in consumers’ innovation adoption decisions. Based on two empirical studies, one with a product and a second with a service innovation, findings demonstrate that behavioral reasoning theory provides a suitable framework to model the mental processing of innovation adoption. Implications for managers and researchers are discussed.
Increasingly, Web-based content or service sites are turning to a subscription-based business model. This article examines factors that influence potential consumers' opinions about such paid services. A survey was conducted to examine the impact of several factors on consumers' willingness to access subscription-based Web content. The results indicated that respondents' intentions are significantly influenced by these factors. Specifically, their willingness to pay for online content or services is positively related to their perception of convenience, essentiality, added-value, and service quality, and to their usage rate of a given service. In addition, their willingness to pay is negatively related to their perceived unfairness in a subscription-based online service model. Managerial implications based on our findings are discussed.
Purpose
To improve the frequency of adoption of mobile health services (MHSs) by users (consumers), it is critical to understand users' MHS adoption behaviors. However, the literature primarily focuses on MHS adoption-related factors and lacks consideration of the joint impacts of reasons for (RF) and reasons against (RA) on users' attitudes and adoption behaviors regarding MHSs. To fill this gap, this study integrates behavioral reasoning theory (BRT) and protective motivation theory (PMT) to develop a research model by uncovering the reasoning process of personal values, RF and RA, adoption attitudes and behavior toward MHSs. In particular, health consciousness (HC) is selected as the value. Comparative advantage, compatibility and perceived threat severity are considered the RF subconstructs; value barriers, risk barriers and tradition and norm barriers are deemed the RA subconstructs.
Design/methodology/approach
A total of 281 responses were collected to examine the model with the partial least squares structural equation modeling (PLS-SEM) method.
Findings
The results show that HC positively affects attitude through RA and RF. Additionally, RF partially mediates the relationship between HC and adoption behavior. This study contributes to a deeper understanding of user adoption behavior in MHS and provides practical guidance for the health services industry.
Originality/value
This study contributes to the existing MHS literature by understanding the joint influences of personal values, RF and RA on user attitude, which eventually determines users' adoption decisions regarding MHSs.
Membership-based free shipping (MFS) has become increasingly adopted by online retailers. However, its effectiveness is understudied. This study leverages a consumer transaction dataset provided by an online retailer and uses a stacked difference-in-differences approach to quantify the enrollment effect of MFS on consumers’ purchase behaviors and their net revenue contribution to the retailer. Interestingly, MFS enrollment does not lift average consumers’ spending at the beginning of the enrollment as they break down large orders into smaller ones. Retailers do not gain incremental net revenue due to the increased shipping costs during this period. However, the free shipping benefit may build a switching barrier that motivates consumers to purchase more often with larger order sizes over time. It eventually leads to increased spending and revenue contribution. MFS also increases members’ purchase variety and impulse purchases. In addition, the authors find that there is a greater increase in net revenue contribution after enrollment for light buyers, variety seekers, and those who are willing to pay shipping fees before enrollment. Surprisingly, MFS has a negative impact on the revenue contribution of heavy buyers, the conventional best-value consumers. Moreover, MFS can effectively strengthen consumer-retailer relationships by reducing customer churn.
Subscription programs have become increasingly popular among a wide variety of retailers and marketplace platforms. Subscription programs give members access to a set of exclusive benefits for a fixed fee upfront. In this paper, we examine the causal effect of a subscription program on customer behavior. To account for self-selection and identify the individual-level treatment effects, we combine a difference-in-differences approach with a generalized random forests procedure that matches each member of the subscription program with comparable non-members. We find subscription leads to a large increase in customer purchases. The effect of subscription is economically significant, persistent over time, and heterogeneous across customers. Interestingly, only one third of the effect on customer purchases is due to the economic benefits of the subscription program and the remaining two thirds is attributed to the non-economic effect. We provide evidence that members experience a sunk cost fallacy due to the upfront payment that subscription programs entail. Finally, we illustrate how firms can calculate the profitability of the subscription program and discuss the implications of our findings for customer retention and subscription programs.
This research evaluates the interplay of emotion, cognition, and individual differences such as productivity orientation. Two experimental design studies using Mturk participants test the proposed effects of curiosity evoked by advertising stimuli with mystery on positive affect and preference for curated subscription boxes. The results show that advertising stimuli with mystery can have a negative influence on positive affect unless people feel high curiosity. We further demonstrate that people with high productivity orientation are more likely to experience high positive affect and to prefer “curated for you” items compared to low productivity-oriented people, after viewing advertising stimuli with mystery.
This article examines the contextual ‘reasons for' and ‘reasons against' the adoption of beauty box subscription-based online services (BxSOS) in a developing country like India using the behavioral reasoning theory (BRT). This study surveys the female consumers in India to understand the adoption of BxSOS using the unique model of behavioral reasoning theory (BRT). After data collection, the analysis was done using the PLS-SEM technique. The ‘reasons for' BxSOS adoption are convenience, ubiquitous, hedonic shopping motivation, social influence and price consciousness and the ‘reasons against' are traditional barrier, relative advantage, choice/variety and perceived risk. It is also found that value of “openness to change” significantly influences the ‘reasons for' adoption and attitude towards BxSOS whereas it has no impact on the ‘reasons against' adoption of BxSOS. This cross-sectional study was conducted with target respondents as female consumers in the Indian context and future research can be conducted in other countries with different cultures and both the genders to generalize the results.
Mobile applications specifically designed for in-stadium use during games (referred to as fan experience apps) are an emergent technological innovation in professional team sports around the globe. Drawing on behavioral reasoning theory, this study proposes and empirically tests a model to explain sport spectator adoption of fan experience apps (FEA). By considering both reasons for and reasons against adopting FEA, the model represents an important theoretical extension of existing innovation frameworks in sport marketing. Using a qualitative pre-study, I operationalized reasons using specific pro-adoption factors (i.e., enjoyment, ease of use, game-related content, and social interaction) and anti-adoption factors (i.e., distraction from the game, declining atmosphere, social risk, and data security concerns). Survey data collected among German team sport spectators (N = 792) confirmed that both reasons for adoption (positively) and reasons against adoption (negatively) influenced adoption attitudes, usage intentions, and actual use of FEA. The results indicated that reasons for adoption had a stronger relative impact on spectators’ responses to FEA than reasons against. The study also delineated the relative contribution of specific pro-adoption and anti-adoption factors to overall reasons for and against adoption. The findings imply that FEA developers, marketing communications directed at potential users, and market research that explores consumer opinions of these technological innovations should take into account both reasons for and against FEA usage.
Purpose
To address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides insight into different types of CSS, as well as a process by which behavioural intentions are influenced by CSS type through cognitive dissonance (wisdom of purchase and emotional dissonance) and attitude towards the CSS.
Design/methodology/approach
An experimental design manipulating the CSS type (full/partial/none) was conducted among 358 US consumers to test the proposed hypotheses.
Findings
Hayes PROCESS macro model results demonstrated that consumers did not experience more cognitive dissonance towards a partially, fully curated or non-curated CSS. However, a significant interaction effect further uncovered that consumers with high aesthetic perception experience more negative wisdom of purchase towards a fully compared to a partially curated CSS, thereby impacting attitude and behavioural intention towards CSS.
Practical implications
Due to today's rapidly evolving retail industry, retailers endeavouring to engage in this business model should come up with strategies to turn a visitor into a subscriber and decrease hesitation in novice consumers. Moreover, retailers should ascertain consumers’ level of aesthetic perception as it plays an important role in CSS adoption.
Originality/value
We introduced a unique operationalization of CSS types by differentiating between fully, partially and non-curated subscriptions, which are commonly employed in the subscription-box marketplace. The previous literature rarely makes distinctions between these types, although our findings show that consumers perceive them differently.
The purpose of this study is to investigate consumers' adoption intention of fashion subscription retailing services by using the Technology Acceptance Model. This study also investigated the moderating effect of two shopping relevant traits: hedonic shopping orientation and experiment with appearance. Data for this study was collection via an online survey. Reliability analysis and multiple regression analyses were employed to analyze the data. There are two main findings from this study. First, consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience, economic benefits, and style related benefits, perceived ease of use, and perceived enjoyment. Secondly, consumers' hedonic shopping orientation and experiment with appearance exerted moderating effects on consumers' adoption intention. This study not only contributes to the literature by providing empirical evidence on consumer behaviour toward fashion subscription retailing, but also provides managerial insights to the practitioners in their marketing and segmentation efforts.
This study focuses on consumers' processing of online reviews as an empowering experience. We investigate how decision support information (i.e., online reviews) can lead to information overload and decision difficulty, and ultimately affect decision satisfaction. A series of three experimental studies with subjects from a professional marketing agency examine the influence of self-determined review quantity and perceived review quality on satisfaction, as well as the mediating effects of information overload and decision difficulty. Our results show that the effect of perceived review quality on information overload is enhanced when the consumer chooses to read more reviews. Individual characteristics are also relevant; consumers' product knowledge moderates the mediating effect of decision difficulty on satisfaction. This study contributes to the literature by (1) investigating how the characteristics of decision support information affect decision process and outcome, and (2) exploring the boundary conditions wherein online reviews can empower but also overload consumers under various decision contexts.
Seven price-related constructs—five consistent with a perception of price in its “negative role” and two consistent with a perception of price in its “positive role”— are used as independent variables to predict marketplace responses/behaviors in five domains: price search, generic product purchases, price recall, sale responsiveness, and coupon redemption. The price-related constructs explain a significant amount of variance in all five domains, providing evidence of predictive validity. Results of a higher order factor analysis are also reported, which provide some support for the positive-negative perception of price taxonomy.
Consumers frequently purchase self-gifts, i.e. gifts for themselves, for a variety of reasons. Recently, certain items bought as self-gifts have begun to incorporate an element of surprise, as in the case of subscription boxes. Little is known to date, however, about how surprise can influence the self-gifting process. Through a qualitative study, we develop a multi-stage framework illustrating how surprise: (a) transforms the initial stages through heightened anticipation and immersion, and (b) bifurcates the final stage depending on the outcome valence, i.e. positive or negative surprise. Implications for manufacturers and retailers of such products and experiences are then discussed.
Purpose
The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.
Design/methodology/approach
This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model.
Findings
The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions.
Research limitations/implications
The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues.
Practical implications
The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context.
Social implications
Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses.
Originality/value
The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.
This article examines the contextual 'reasons for' and 'reasons against' the adoption of beauty box subscription-based online services (BxSOS) in a developing country like India using the behavioral reasoning theory (BRT). This study surveys the female consumers in India to understand the adoption of BxSOS using the unique model of behavioral reasoning theory (BRT). After data collection, the analysis was done using the PLS-SEM technique. The 'reasons for' BxSOS adoption are convenience, ubiquitous, hedonic shopping motivation, social influence and price consciousness and the 'reasons against' are traditional barrier, relative advantage, choice/variety and perceived risk. It is also found that value of "openness to change" significantly influences the 'reasons for' adoption and attitude towards BxSOS whereas it has no impact on the 'reasons against' adoption of BxSOS. This crosssectional study was conducted with target respondents as female consumers in the Indian context and future research can be conducted in other countries with different cultures and both the genders to generalize the results.
Purpose
The purpose of this paper is to utilize the novel approach of applying the behavioral reasoning theory (BRT) to examine the adoption of internet of things (IoT) based wearables for elderly healthcare and it aims to understand the relative effect of “reasons for” and “reasons against” adoption of IoT-based wearables for health care among the elderly people.
Design/methodology/approach
The hypothesized relationships were established using the BRT and empirically tested using a representative sample of 815 respondents. The data were analyzed using the PLS-SEM method.
Findings
The findings of this study demonstrate that adoption intention of IoT-based wearables for elderly health care is influenced by “reason for” and “reason against” adoption. The finding shows that “reasons for” adoption are ubiquitous, relative advantage, compatibility and convenience and “reasons against” adoption are usage barrier, traditional barrier and risk barrier. Value of “openness to change” significantly influences the “reasons for” and “reasons against” adoption of IoT-based wearables.
Research limitations/implications
This cross-sectional study is conducted only in the Indian context and future research can be conducted in other countries to generalize the results.
Practical implications
This research highlighted both the adoption factors—“for” and “against,” which should be considered while developing marketing strategies for IoT-based wearables for elderly health care. Adoption of IoT-based wearables for elderly healthcare will increase when marketers endeavor to minimize the effects of the anti-adoption factors.
Originality/value
This is a unique study that examines the adoption of IoT-based wearables for healthcare among the elderly people using the BRT, by probing the “reasons for” and “reasons against” adoption in a single framework.
Purpose
Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.
Design/methodology/approach
This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.
Findings
While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.
Research limitations/implications
Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.
Practical implications
Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.
Originality/value
The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.
Technology has transformed the way retail business is done with leading players shifting to mobile specific platforms. The purpose of this study is to examine the mobile shopping adoption using a novel approach of behavioral reasoning theory, which aims to test the relative influence of reasons for, and importance of reasons against adoption of mobile shopping among Indian consumers. The hypotheses were tested using the representative sample of 237 Indian consumers and analyzing the data using PLS-SEM technique. The findings support that ‘reasons for’ and ‘reasons against’ are prime determinant of attitude and intentions. Among the reasons for, price saving orientation is the major determinant for mobile shopping adoption and among the reasons against, self efficacy is the major determinant against mobile shopping adoption. The findings also confirm that value of “openness to change” significantly influences reasons for adoption and has no impact on reasons against and attitude towards mobile shopping. The findings of this study emphasize the importance of examining both the pro-adoption and anti-adoption factors while developing marketing strategy.
Based upon the stressor-strain-outcome framework, this study proposes that perceived system feature overload, information overload, and social overload are stressors which induce strain, in terms of social network fatigue and dissatisfaction. Both of social network fatigue and dissatisfaction further influence discontinuous use intention. The empirical results indicate that three types of perceived overload exert greater effects on social network fatigue than dissatisfaction, both of which further increase users’ intention of discontinuance. The study also finds that demographic characteristics, such as gender and age, also have moderating effects on these relationships.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Three aspects of the self (private, public, collective) with different probabilities in different kinds of social environments were sampled. Three dimensions of cultural variation (individualism-collectivism, tightness-looseness, cultural complexity) are discussed in relation to the sampling of these three aspects of the self. The more complex the culture, the more frequent the sampling of the public and private self and the less frequent the sampling of the collective self. The more individualistic the culture, the more frequent the sampling of the private self and the less frequent the sampling of the collective self. Collectivism, external threat, competition with outgroups, and common fate increase the sampling of the collective self. Cultural homogeneity results in tightness and in the sampling of the collective self. The article outlines theoretical links among aspects of the environment, child-rearing patterns, and cultural patterns, which are linked to differential sampling of aspects of the self. Such sampling has implications for social behavior. Empirical investigations of some of these links are reviewed.
Individual and shared intentions to participate in a group activity were studied for Koreans and for Americans. For Koreans, individual intentions were functions of attitudes, whereas shared intentions were functions of social identity reactions (i.e., self-categorization, affective commitment, and evaluative significance). For Americans, individual intentions were functions of attitudes and group norms (i.e., internalization), while shared intentions were functions of subjective norms (i.e., compliance) and group norms. The differential effects of personal and social factors on intentions were explained from the viewpoint of social influence theory. Further, cultural background (i.e., an independent-based versus an interdependent-based orientation) was found to moderate these effects.
This article proposes an attributional explanation for individual resistance (or acceptance of) information technology. The focus of the article is on the dynamic process of how individuals make attributions for failed as well as successful experiences with information technology and how this process influences individual resistance of new or changing information technologies. Procedures for decreasing individual resistance to (and, hence, increasing acceptance and use of) information technologies are suggested.
The role of technology in customer-company interactions and the number of technology-based products and services have been growing rapidly. Although these developments have benefited customers, there is also evidence of increasing customer frustration in dealing with technology-based systems. Drawing on insights from the extant literature and extensive qualitative research on customer reactions to technology, this article first proposes the construct of technology readiness of people and discusses its conceptualization. It then describes a program of research that was undertaken to operationalize the construct, develop and refine a multiple-item scale to measure it, and assess the scale’s psychometric properties. The article concludes with a discussion of potential practical applications of the scale and an agenda for additional research aimed at deepening our understanding of technology’s role in marketing to and serving customers.
Of the three ingredients required for a commercially successful
innovation to occur – the technological feasibility, the
entrepreneur, and the customer need/want – the most important is
customer need. The notion of customer acceptance of a technological
innovation prior to its diffusion has largely been neglected in research
on marketing. However, marketing personnel and the entire business
community need to understand the reasons behind customer acceptance or
rejection in order to become more efficient in research and development
and to contribute to the competitiveness and profitability of the firm.
Examines the determinants of diffusion; those factors which determine
whether or not an innovation is accepted, with special note of
determinants of customer acceptance of an innovation.
Argues that in the current climate of low-growth and increased
competition, companies must concentrate more resources on satisfying
– and thus retaining – old customers rather than simply
attracting new ones. Explains that this process can be greatly helped by
marketers, for example in creating an optimal customer portfolio,
developing a special marketing mix and reorganizing the marketing
organization. Concludes that a good balance of marketing efforts between
getting new and keeping old customers will be of vital importance in
developing future sales and profits.
Addresses two shortcomings of service quality empirical research.
Investigates the importance of service quality as a predictor of actual
choice behaviour and examines the importance of process and outcome
quality attributes as predictors of choice. Uses regression analysis to
investigate the importance of service quality attributes on choice.
Suggests that consumers utilise multiple process and outcome quality
attributes in their choices.