Areas Of Marketing Research Research Articles

Examining the Impact of Resistance to Innovation on New Product Adoption Behavior: The Role of Purchase Intention

Innovation resistance is an emerging area of research in marketing. Despite the high rate of market introduction failures that businesses encounter, there is surprisingly little research into a key cause of these failures: the resistance of customers to innovation. This study explores the complex relationship between resistance to innovation, purchase intention, and new product adoption behavior. The conceptual framework was inspired by various theories, such as Kotler's Decision-Making Process, Innovation Resistance Theory and Theory of Planned Behavior (TPB). Through a descriptive research approach utilizing an online survey, the study examines how Resistance to Innovation influences various aspects of New Product Adoption Behavior such as New product Buying Behavior, New Product Information Searching Behavior in the lens of New Product Purchase Intention. This research uses SPSS 26.0 software to analyse the survey data. As expected, resistance to innovation exerts some influence on new product purchase intention. Purchase intention is found to partially mediate the relationship between resistance to innovation and new product adoption behavior.

Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views

Abstract Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality environments, the integration of eye tracking with other physiological measures, and the development of more sophisticated analytical techniques. By observing eye movements and fixations researchers can gain insight into the visual and cognitive processes underlying consumer choices. For this reason, a literature review of relevant studies provides a detailed synthesis of the development of eye-tracking experiments. This paper contributes to the latest findings on consumer behavior in the field of eye-tracking technology.

AI credibility and consumer-AI experiences: a conceptual framework

PurposeThis study aims to conceptualize the relationship of perceived artificial intelligence (AI) credibility with consumer-AI experiences. With the widespread deployment of AI in marketing and services, consumer-AI experiences are common and an emerging research area in marketing. Various factors affecting consumer-AI experiences have been studied, but one crucial factor – perceived AI credibility is relatively underexplored which the authors aim to envision and conceptualize.Design/methodology/approachThis study employs a conceptual development approach to propose relationships among constructs, supported by 34 semi-structured consumer interviews.FindingsThis study defines AI credibility using source credibility theory (SCT). The conceptual framework of this study shows how perceived AI credibility positively affects four consumer-AI experiences: (1) data capture, (2) classification, (3) delegation, and (4) social interaction. Perceived justice is proposed to mediate this effect. Improved consumer-AI experiences can elicit favorable consumer outcomes toward AI-enabled offerings, such as the intention to share data, follow recommendations, delegate tasks, and interact more. Individual and contextual moderators limit the positive effect of perceived AI credibility on consumer-AI experiences.Research limitations/implicationsThis study contributes to the emerging research on AI credibility and consumer-AI experiences that may improve consumer-AI experiences. This study offers a comprehensive model with consequences, mechanism, and moderators to guide future research.Practical implicationsThe authors guide marketers with ways to improve the four consumer-AI experiences by enhancing consumers' perceived AI credibility.Originality/valueThis study uses SCT to define AI credibility and takes a justice theory perspective to develop the conceptual framework.

State and trends of modern marketing research: a bibliometric review

The aim of the article. The paper outlines the current state of scientific research in the field of marketing and the priority trends of its development based on the bibliometric analysis of a domestic scientific journal “Marketing and digital technologies” dedicated to modern marketing research related to digitalization processes. The results of the analyses. The journal has a pronounced thematic orientation and is characterized by a high level of scientific research, which is confirmed by the scientific qualifications of researchers, the involvement of publications by foreign scientists, and the growing ranking of article citations according to Google Scholar. Overall, this makes it possible to identify the Journal’s publications as a relevant information base for outlining modern directions of marketing research in Ukraine. According to the results of the analysis of the articles, it has been determined that domestic research on changes in marketing under the influence of digital technologies and the Internet is gradually developing and differs in a rather wide range of research: from theoretical foundations to specific narrowly focused issues. Based on the systematization of the content of the journal articles, the main thematic areas of research have been highlighted and the latest current trends have been identified. A significant part of publications is devoted to the application of digital marketing tools and technologies in marketing communications (promotion). At the same time, researchers pay the greatest attention to various aspects of marketing in social networks (SMM - Social Media Marketing) both in terms of studying its effectiveness, main indicators, and individual types of activities or markets, and certain social networks, for example, Facebook, and Instagram. Recent trends include an increase in the number of publications on marketing analytics (the main number of publications has been observed in 2021). In particular, the issues of using artificial intelligence in marketing analysis, CRM systems, and metrics in digital marketing are being investigated. Review articles on modern trends in marketing development are also a topical area. Quite significant publication activity is observed in the following directions: a comprehensive market study in the marketing system, including Marketing research; business models, digital economy; other areas of research in marketing and general economic issues. A certain "dispersion" of domestic scientific intelligence in the field of marketing and their general nature is partially evidenced by the analysis of the frequency of keywords usage in publications by year and the ranking of the most cited articles of the Journal in Google Scholar. Conclusions and perspectives for further research. Therefore, the current state of domestic scientific developments has been characterized as being in the formative stage. The research of marketing communications under the influence of digital technologies, as well as the gradual growth of the interest of scientists in marketing analytics, have been defined as topical directions. Trends in the development of marketing research are seen in the further development of the possibilities of using digital technologies and the changes they cause in both the theoretical and practical foundations of marketing activity. For instance, in our opinion, the issue of the management aspect under the transformation conditions of the enterprises’ marketing activities remains insufficiently studied.

Determinants of shopping centre preferences: Cali, Colombia

The tendency to choose a shopping centre has motivated the interest in the development of this study, which aims to identify the factors of commercial attraction (place of residence, socio-economic level, transport system and reasons for visit) that determine preferences when going to a shopping centre. This study focuses on the five main shopping centre in the city of Cali, Colombia. Since most previous studies on this topic conducted in this region are limited to a qualitative scope, this study has a quantitative focus. Methodology: A survey of 516 people was carried out at consumers´ homes, and a generalised linear model with multinomial logit was adjusted. Findings: Socio-economic level, educational level, marital status, distance and leisure are determinants of visitors' shopping centre preferences. These results are expected to help the entrepreneurs across these businesses upon implementing marketing strategies that are targeted to specific market segments that allow the strengthening of their natural market and to attract a potential market. These findings could be used in other types of business, research and by academics in the retail and marketing research areas.

“What makes me click?” The effects of images and color in consumer-based pandemic health messages

ABSTRACT Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.

A Game Theoretical Approach to Conjoint Analysis

The aim of the study is to combine the results of Conjoint Analysis, which is frequently used to determine customer preferences in marketing and market research areas, with Game Theory as suggested in the article of Choi and DeSarbo (1993). In this context, the application of the proposed approach was made within the framework of the factors affecting private university preferences of university candidates and the marketing decisions of school administrations. Student preferences were determined by the choice-based conjoint analysis method. As a result of a study conducted with 296 prospective students who were in the selection process after the 2016 university entrance exams. The reasons for preference in order of importance were determined as the availability of the program to be studied, the academic reputation of the school, and campus facilities. The data related to the characteristics of university managements care in their marketing activities obtained from the interviews with the school administrators and the data obtained from the Conjoint Analysis of students’ reasons for preference were used as input in the payoff matrix organized in the context of Game Theory, and the solution of the game was completed as a two-person zero-sum game. As a result of the application of the method with empirical data, it is observed that how student preferences will change when the weights of strategic marketing factors change in the decisions taken by school administrations from the business point of view. In addition, with the help of this approach and by obtaining competitor data, it allows to describe the situation of the market in general and to make a comparative evaluation of each university on its own.

Advances in consumer innovation resistance research: A review and research agenda

Innovation resistance is an emerging area of research in marketing. This study delineates the state of the art in consumer innovation resistance literature and advances theoretical development in this area by providing a systematic review of 152 articles extracted from the Scopus database. The articles were analyzed using multiple-perspective document co-citation analysis and content analysis, aided by CiteSpace and Leximancer, to identify intellectual foundations, research topics, contexts, and methods of existing literature. Based on the results of the review and expert interviews, this study then discussed six research avenues: (1) operationalizing innovation resistance; (2) factors leading to innovation resistance; (3) a process-based perspective; (4) the consequences of innovation resistance; (5) emerging key research contexts; and (6) strategies to overcome innovation resistance. The study contributes to an overall understanding of current literature on innovation resistance and reveals future research domains.

Identifikacija porabnikov z blagovno znamko: vloga porabnikove potrebe po edinstvenosti in vloga porabniških stereotipov

The relationship between consumers and brands is an important area of research in marketing. The realisation that consumers form interpersonal–like relationships with brands has changed the course of research in marketing, which has since also focused on the study of consumer–brand relationships. Based on consumers' need for uniqueness and the model of stereotypes from social psychology, our study examines how consumers' need for uniqueness and stereotypical beliefs about typical users of the brand influence their identification with the brand. The results of our study, which focuses on consumers' favourite brands, show that consumers' need for uniqueness and the brand buyer stereotype as reflected in competence are positively related to consumer–brand identification. We present guidelines for nurturing consumer–brand identification and identify future research directions.

Satisfying consumers all around: a multidisciplinary view of omnichannel retail

PurposeOmnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.Design/methodology/approachA systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.FindingsThe review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.Originality/valueThis study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

ANTECEDENTS AND CONSEQUENCES OF MEMORABLE TOURISM EXPERIENCE

The purpose of the research is to examine the role of memorable tourism experience in mediating the impact of destination image on tourist revisit intention. Nowadays, memorable tourism experience needs attention in marketing research area to develop its operational definition related to the specific object such as artificial tourism. The administered questionnaires were used to collect the data from the domestic tourists who were enjoying the resort. Structural equation model has been used to analyze the data and examined the hypotheses. The findings of the research illustrate that memorable tourism experience mediates the influence of destination image toward tourist revisit intention. Based on the limitation of the research, the future research is proposed to widen area of the research in context of tourism industry besides sampling technique related to generalization objective.

The Investigation of the Online Customer Experience and Perceived Risk on Purchase Intention in China

The development of the e-commerce all over the world makes purchase intention an important research area in marketing. This study furthers an understanding of how online customer experience and perceived risk effects purchase intention in China. To investigate the hypotheses of the research, totally 303 users participated in this survey. The participants answered the questionnaire based on their experience in Jing Dong (JD), the largest e-commerce site in China. The results provide valuable strategies and contribute to the literature on purchase intention in China.

Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?

Purpose – The objective of this paper was to explore which branding strategy (brand extension versus new brand) is most convenient for healthy products, by taking into account the effect that the perceived fit between the nutritional attributes of the regular products of the parent brand and the healthy extensions have on the credibility of the latter. Design/methodology/approach – The required information was obtained through personal interviews with 107 consumers resident in the metropolitan area of Mexico City. The type of study was exploratory-descriptive and focused on the manufactured snacks that are sold in Mexico. Findings – Reformulations of traditional snacks that are commercialized under the name of the parent brand have low credibility with respect to their nutritional value due to the high association between non-healthy attributes and the image of the parent brand. The snacks categorized as healthy are products with well differentiated ingredients but with low brand familiarity. Originality/value – The branding of healthy brands is an incipient area of research in marketing, and thus this paper contributes to the theoretical development of strategies for the commercialization of these brands.

THE ANALYSIS OF INTERNET MARKETING RESEARCH DIRECTION

The sustainable development of internet marketing (later identified as IM) faces the dynamic environment and its alterations, which occurs in both - business terms and conditions, and in the use of electronic tools and applicable concepts. The growing importance of the IM is being indicated by the development of electronic markets, increasing number of new generation consumers, deepening interest of scientists from different scientific fields, as well as widening the related knowledge base. Despite the continuously increasing amount of scientific literature about marketing on the internet, this area of research is still in its initial stage. The aim of this article is to analyse fields of ongoing IM researches and to identify areas for deeper examination. The following methods were used: the comparative analysis and summary of the scientific literature, information comparing, grouping and graphic information visualization techniques. Keywords: internet marketing, internet marketing environment, communication, internet marketing research areas. DOI: 10.15276/mdt.2.1.2018.1 Powers T, Advincula D, Austin MS, Graiko S. 2013. Digital and Social Media in the Purchase-Decision Process: A Special Report from the Advertising Research Foundation. J. Advert. Res. 52:479. Sharma A, Sheth JN. 2004. Web-based marketing. J. Bus. Res. 57:696–702. Taylor DG, Strutton D. 2010. Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors. J. Bus. Res. 63:950–956. Tiago MT, Tiago F. 2012. Revisiting the Impact of Integrated Internet Marketing on Firms’ Online Performance: European Evidences. Procedia Technol. 5:418–426. Crocker D. 2006. Email history. The living Internet. [cited 14 October 2015]. Available from http://debian.fmi.uni-sofia.bg/~group1_2008/english/email_history.doc. Kiang MY, Raghu T., Shang KH-M. 2000. Marketing on the Internet — who can benefit from an online marketing approach? Decis. Support Syst. 27:383–393. Kiang MY, Raghu TS, Shang KH-M. 2000. Marketing on the Internet — who can benefit from an online marketing approach? Decis. Support Syst. 27:383–393. Ngai EWT. 2003. Internet marketing research (1987-2000): a literature review and classification. Eur. J. Mark. 37:24–49. Schibrowsky JA, Peltier JW, Nill A. 2007. The state of internet marketing research: A review of the literature and future research directions. Eur. J. Mark. 41:722–733. Davidavicienė V, Sabaitytė J. 2014. Tyrimų internetinės rinkodaros srityje analizė. Verslas Teor. ir Prakt. [cited 8 December 2015]. Available from http://www.ceeol.com/aspx/getdocument. aspx?logid=5&id=e7cf2f13e070430ca0810cab1a6e97a5. Kwan ISY, Fong J, Wong HK. 2005. An e-customer behavior model with online analytical mining for internet marketing planning. Decis. Support Syst. 41:189–204.

A modified household economic portfolio model for assessing impact of microfinance using diaries

PurposeMicrofinance impact evaluation studies help in discovering client needs which are diverse, special and different from the needs of the conventional bankable clients. Thus, such area of market research is becoming essential for microfinance institutions for designing better client-centred products. In this research, the authors discuss the specific model of household economic portfolio (HEP) for qualitative impact evaluation in microfinance. The paper aims to discuss the complexity limitations of the HEP. Solutions are provided for overcoming these limitations. The modified household economic portfolio (M-HEP) model is simplified and detailed, and two types of diaries are suggested for implementing it.Design/methodology/approachFirst, the authors briefly review the literature on impact assessment methods in microfinance and on the HEP model. In the second part of the paper, the M-HEP is suggested and discussed in detail. In the third part, the authors present a case study to illustrate the additional information that can be generated by using our suggested research tool and model. Finally, the authors wrap up with a summary of the findings.FindingsSolutions are provided for overcoming the limitations of the HEP model. The suggested model (M-HEP) is simplified and detailed, and two types of diaries are suggested for implementing it. The case study shows that, certainly, time and money are related. While time may mean money for a rich person, for a poor person, if money is not forthcoming, she may spend time on non-income generating work that adds to her social esteem. She may also consume inexpensive assets because spending time at low cost is important. Finally, she spends time in conducting activities for which she cannot afford to pay.Originality/valueThe paper offers two novelties. First, it details the interactions between the elements of the HEP model of Chen and Dunn. This improvement to the original model is highly important for defining the measures that are required for redrawing the economic portfolio of an individual. The second novelty is in suggesting the collection of time-use and financial daily data. To the best of our knowledge, this is the first time a combined diary is used in microfinance research. These two novelties allow the application of a modified version of the highly interesting HEP model in spite of its complexity.

Analysis on Preceding Study of Consumer's Store-Choice Model: Focusing on Commercial Sphere Analysis Theories

Purpose - There are numerous theories for retail trade area analysis which are designed to select candidate locations for new stores. In this study, comparative analysis on the characteristics from those of the theories are shown, and the explanation for the power in consumers' store-choice behaviors and their limitations are examined. Also, plans for improving commercial sphere analysis are explored. Research design, data, and methodology - This study is based on literature reviews with normative research methodology. Among many researches regarding the analysis on the location and commercial sphere for launching a new store, researches relying on statistics are excluded in this study since they belong to the marketing research area,. Results - In the Law of retail gravitation, Huff's model multinomial logit model and etc. are mutual complementary mathematical techniques for analyzing commercial spheres and each of them has its own characteristics. These theories rely on the same hypothesis in which consumers are all believed to be behaving rationally under a similar behavioral system. However, the trial in explaining or estimating behavior of choosing a store with only a select size of the population that is objectively estimated by some major properties has limits in its credibility. Conclusion - Research on consumer's spatial behaviors can be fully illustrative and explainable when it has both quantitative approaches such as 'law of retail gravitation', 'logit model' and etc., and qualitative approaches like consumer's 'cognitive structure', 'learning status', 'image formation', 'attitude' and etc.

Reciprocal Effects of Brand Extension on Brand Equity: A Literature Review

Branding is an important area of research in marketing. With increasing use of brand extension as a strategy it is important to understand whether it has an impact on parent brand equity or not. The paper is a review paper which examines the changes of the scholarly research in brand extension and brand equity. It has incorporated the changes in the background of branding. It emphasizes the affects of brand extension on brand equity. The bibliography is taken from the database of Emerald and Science Direct. The paper is based on the research done during the time span of 20 years and has reviewed articles published in the time span of 1995 to 2015. The originality of the paper depends on the findings and conclusion reported by various researchers in India and abroad.

Evolving accuracy: A genetic algorithm to improve election night forecasts

In this paper, we apply genetic algorithms to the field of electoral studies. Forecasting election results is one of the most exciting and demanding tasks in the area of market research, especially due to the fact that decisions have to be made within seconds on live television. We show that the proposed method outperforms currently applied approaches and thereby provides an argument to tighten the intersection between computer science and social science, especially political science, further. We scrutinize the performance of our algorithm's runtime behavior to evaluate its applicability in the field. Numerical results with real data from a local election in the Austrian province of Styria from 2010 substantiate the applicability of the proposed approach.

Obviating some of the theoretical barriers of data envelopment analysis-discriminant analysis: an application in predicting cluster membership of customers

Data envelopment analysis-discriminant analysis (DEA-DA) has been used for predicting cluster membership of decision-making units (DMUs). One of the possible applications of DEA-DA is in the marketing research area. This paper uses cluster analysis to cluster customers into two clusters: Gold and Lead. Then, to predict cluster membership of new customers, DEA-DA is applied. In DEA-DA, an arbitrary parameter imposing a small gap between two clusters (η) is incorporated. It is shown that different η leads to different prediction accuracy levels since an unsuitable value for η leads to an incorrect classification of DMUs. We show that even the data set with no overlap between two clusters can be misclassified. This paper proposes a new DEA-DA model to tackle this issue. The aim of this paper is to illustrate some computational difficulties in previous DEA-DA approaches and then to propose a new DEA-DA model to overcome the difficulties. A case study demonstrates the efficacy of the proposed model.

Using Mind Share Calculation and Fuzzy Concept to Explore Customer's Psychological Pattern

Abstract To find the customer's psychological pattern is an important issue in marketing research area. Previous researches used the market share index to make marketing strategy. This paper propose Mind Share concept to calculate customer's psychological pattern with fuzzy aggregation evaluation which combines statistical and fuzzy approach. An empirical study for evaluating service providers in the mobile telecommunications industry by surveying mobile phone users. The study results show that this approach is an effective method to track the customer's dynamic preferences.