Consumer Adoption Behavior Research Articles

Clustering Consumer Adoption Behavior with Respect to Innovative Tea Products in the Chinese Market

Clustering Consumer Adoption Behavior with Respect to Innovative Tea Products in the Chinese Market

The Impact of Brand Value Perception on Consumer Adoption Behavior of Distributed Energy Systems (DERs)

Consumer perceptions of brand value significantly influence the adoption of Distributed Energy Systems (DERs), a topic often overlooked due to insufficient information. This study investigates the impact of brand value perception on consumers' intention to adopt DERs using regression equations. It involves a comprehensive analysis considering factors like popularity and quality of service. Data was collected through structured surveys, and results indicated that higher consumer confidence and acceptance of DERs are directly linked to positive brand valuation. The SEM technique helped identify both direct and indirect consequences, revealing a strong relationship between brand value perception and DER adoption behavior, with a path coefficient of 0.65 and a p-value of less than 0.01. This statistically significant relationship underscores the critical role of brand perception in consumer behavior. Additionally, the model accounts for 54% of variations in customer acquisition behaviors, highlighting the importance that DERs place on their brand values. These findings provide valuable insights for enhancing consumer adoption strategies by emphasizing brand strength and trust in renewable energy solutions.

Airline Self-Service Technology Adoption: Moderating Impact of Gender and Experience

Purpose: The purpose of the paper is to examine the role of technology paradoxes, including technology anxiety, insecurity and forced usage, to understand consumer adoption behavior towards self-service technology. The present study also investigates the moderating effect of gender and experience on the relationship between paradoxes and adoption attitude towards self-service technology. Design/methodology/approach: In this study, a quantitative research approach was employed. We tested the research hypotheses using survey data collected from 249 users of self-service technology in the airline sector. Further, we tested the structural path relationship using SmartPLS-4. Findings: The findings have revealed the significant impacts of technology anxiety and insecurity on adoption attitude. The findings also reveal the partial moderating roles of gender and experience in the link between paradoxes and adoption attitude. Research limitations/implications: This study does not consider other factors influencing consumer adoption of self-service technology, such as ease of use, trust, and speed. The present study relies on cross sectional data to study consumer attitudes. Longitudinal research is required to examine consumer adoption attitudes towards technology in long run. Originality/value: The present study contributes to literature by investigating the role of paradoxes to understand consumer adoption attitudes and also determine the strategies that must be focused upon by service providers to enhance the experience of customers using self-service technology.

A Study on Social Media Influences on Generation Z Buying Behaviour

Generation Z has emerged as one of the most mystifying consumers as they are tech-savvy, digitally connected and educated users of technologies in the marketplace. Their cognitive power and social media networking have made them the market mavens who possess a wide range of information and consumer knowledge about many dimensions of the markets. To be the leader in the marketplace where so many options are available due to the free trade economy, marketers have to escalate their know how about their customers if they want to capture the attention of this segment of the market. The chief objective of the study is to find the social media influence on generation Z buying behavior, specifically from the angle of social influence and technology. A sample of 150 respondents was approached for a survey using a structured questionnaire. The results of this initial study indicate that Generation Z shoppers are coming up with unprecedented shopping habits and preferences. This research will adopt a quantitative approach and results showed that some of the most classical influential factors such as product features, price consciousness and family recommendations and social media influencers have a significant effect on the buying behavior of this generation Z. However, the results indicate the influence of computer literacy, peer and social influence and social media identity on the purchasing decision of Generation Z. The results of this study can be utilized to assist in predicting potential consumer adoption behavior and in designing favorable shopping environments that are compatible with these specific consumer traits

A Study on Factors Influencing the Buying Decision of Customers at Decathlon

The main purpose of this article is to find out the factors influencing the buying decision of customers at decathlon. Decathlon is the house of sports accessories and equipment. They also provide different services like playing games using their play area with their accessories for a particular duration with a pay per hour. These factors commonly influence many people to visit Decathlon often, still there are so many factors that are influencing the buying decision of customers at decathlon. To find those factors, a sample of 110 respondents was approached for a survey using a structured questionnaire. The results initial study indicates the respondent’s demographic information followed by all other objective oriented questions those includes,to understand the buying decision of consumers towards sports accessories.To find out the factors influencing the buying decision at Decathlon.To understand the satisfaction level in shopping at Decathlon. This research will adopt a quantitative approach and results showed that some of the most classical influential factors such as product features, price consciousness and family recommendations and social media influencers have a significant effect on the buying behavior of customers, However, the results indicate the influence of computer literacy, peer and social influence and social media identity on the purchasing decision of customers. The results of this study can be utilized to assist in predicting potential consumer adoption behavior and in designing favorable shopping environments that are compatible with these specific consumer traits

Digital currency and payment innovation in the hospitality and tourism industry

This paper examined the acceptance of central bank digital currency (CBDC) as a payment method in the hospitality and tourism sectors. The characteristics of CBDC payment were discussed and the five-stage consumer adoption model served as a framework for advancing our knowledge about individuals’ adoption process of payment innovation. In addition, this study involved consumer innovativeness as a moderating factor in the formation of consumer adoption behavior. Based on 423 responses collected from self-administrated online survey, we conducted the structural equation modeling analysis and metric invariance test. The proposed model, which incorporates innovation characteristics and the consumer adoption process, properly predicted consumer acceptance toward CBDC payment in buying hospitality and tourism products. Furthermore, the identified moderating role of consumer innovativeness in the relationships, such as one between interest and evaluation, and the other between evaluation and trial intention promoted a better understanding of the consumer adoption behavior toward payment innovation.

Fit for Something New - An Examination of Regulatory Fit as Driver of Consumer Adoption Behavior

While existing literature shows that a consumer’s regulatory focus has an impact on innovation adoption, investigations regarding the effect of regulatory fit in this context are rather scarce. Furthermore, prior investigations are predominantly limited to consideration of either the chronic regulatory focus (CRF) or the temporary regulatory focus (TRF) and have rarely considered the interaction of both. This article aims to fill this gap by conducting two studies. In the first study, we examine whether a regulatory fit (non-fit) between consumer’s CRF and the product-related focus has an impact on consumer’s adoption intention. Within the second study, we observe whether inducing a TRF would enhance or attenuate the effects found in study 1 respectively. Results show that adoption intention are higher for consumers in regulatory fit compared to non-fit conditions. Furthermore, our findings indicate that inducing a TRF is only promising in regulatory non-fit conditions.

Promoting Consumer Adoption of Electric Vehicles from a Standard-Information-Behavior Perspective

Consumer adoption of electric vehicles is essentially related to product quality factors, such as safety, performance and compatibility; however, the relationship between product quality standards and consumer behavior is not clear. Based on Multi-Attribute Utility Theory (MAUT) and Prospect Theory, we distinguish claimed quality attributes, intrinsic quality attributes, measured quality attributes and perceived quality attributes and establish a conceptional model using System Dynamics (SD) simulation from the perspective of a Standard-Information-Behavior framework to explore the heterogeneous impacts of technical standards on consumers’ willingness to adopt electric vehicles. Based on the theory model and simulation, we try to explain the heterogeneous effects of three different standards: safety, performance and compatibility. We find that safety standards affect adoption through a market access mechanism, perceived performance of risk standards positively impacts customers’ perceived quality, and compatibility standards influence consumers’ perceived network value. The perceived risk, perceived quality and perceived network value influence consumer adoption willingness and behavior. The study contributes to the theory of innovation diffusion and consumer adoption behavior, and offers insights for standardizing activity, innovation diffusion and marketing product information for electric vehicles.

Exploring factors influencing technology adoption rate at the macro level: A predictive model

Technology adoption is crucial to economic growth, yet levels of technology adoption vary, with limited adoption in many countries. Countries wield considerable technology adoption power and their adoption activities can be leveraged to achieve social, economic, and environmental goals by endorsing specific technologies. To encourage greater adoption, it is vital to determine the predictors of technology adoption to design effective promotion policies, accomplished through the modification of Diffusion of Innovation theory. While there is substantial research in individual consumer adoption behavior, less is known about country level factors that impact technology adoption. To overcome these gaps in the research, we undertook an investigative study to better understand the predictors of a country's technology adoption rate. We use a random effects panel model to predict technology adoption factors for a sample of 15 countries over the period of 2010–2019 using secondary datasets. We identify a statistically significant effect of competitiveness, cybersecurity, ease of doing business, and the level of political stability/non-violence and terrorism. We thus posit that a country that is highly competitive, has enhanced cybersecurity, is easy to do business in, and has a low level of political violence and terrorism adopts new technologies more readily than others.

ADVERTISING SPEND: ADOPTION OF ISLAMIC BANKING IN THE BOTTOM OF THE PYRAMID MARKET OF PAKISTAN

The study investigated to remedy the research gap of measuring the moderating effect of advertising spend on consumer adoption behavior of Islamic banking at the bottom of the pyramid (BOP) market of Pakistan. Cross-sectional research data collected from a total of 300 respondents of which 267 (89%) were useful to analyze the test on the framework of the research. SEM approach was used to test the hypothesized relationship of the framework in two sequential steps wherein the 1st step the reliability and validity analysis was performed and in the 2nd step sequential structural analysis among the variables were conducted with and without moderation. The empirical analysis confirmed a positive direct relationship of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Advertising Spend (AS) on the adoption of Islamic banking (AIB) in the Bottom of the Pyramid Market. AS further confirmed the hypothesized relationships of the variables through increased individual predicting power of the PU and PEOU on the AIB with an overall effect size of f 2 value of 0.565. The overall adoption value of the r2 increased from simple moderation of 0.482 to moderating r2 value of 0.669 thus depicting 18.7 percent interaction effect of the AS. The study suggests that the advertising spends on marketing communication practices should be well-focused by the managers to penetrate in the BOP market of Pakistan. Moreover, future research can eliminate the limitation of the cross-sectional analysis and generalizability of the results as a functional probability in the other regional settings and industrial sectors by adding more variables to predict the adoption behavior with different roles. The consumer adoption behavior of the low-income markets has not yet been examined for Islamic banking in Pakistan. The research is useful for the industry to keep pace with the competition by focusing on the advertising and communication practices in this industry

Impacts of Situational Factors on Consumers’ Adoption of Mobile Payment Services: A Decision-Biases Perspective

ABSTRACT The academic community has accumulated rich knowledge on key mobile payment service (MPS) characteristics that significantly influence consumer adoption. However, a principal assumption underlying the extant literature is that consumers work within a rational decision-making paradigm when making MPS adoption decisions. There is little MPS adoption research that empirically tests consumer adoption behavior from the alternative decision-biases perspective. Our findings demonstrate that MPS adoption behavior is a result of interactions between MPS characteristics and situational factors (i.e., purchase intention and time pressure). Further, our findings suggest that consumers’ decisions on MPS adoption do not necessarily adhere to rational behavior expectations and there are boundaries to conditions where rational MPS adoption decisions apply. Lastly, our findings reveal that situational factors interactively influence MPS adoption decisions.

A Dynamic Structural Model of Endogenous Consumer Reviews in Durable Goods Markets

Consumers commonly seek quality information from product reviews when their perceived quality of new products remains uncertain. However, consumer-generated product reviews are endogenous and may be subject to potential biases that impact consumer's purchase behavior. In this paper, We develop a dynamic structural learning model and a consumer review-reporting model to quantify the causal impacts of critic reviews and consumer reviews biases on forward-looking consumer adoption behavior in the U.S. video-game market. Our datasets consist of a novel component of pre-order sales (sales realized prior to product launch), post-release sales and prices at product level from 2009 to 2012, and individual-level online critics and consumer ratings. Our study includes two parts. First, we leverage pre-order information to separately identify the impacts of critics and consumer's prior expectation on purchase behavior. Second, we find systematic differences between critics and consumer ratings: the average of consumer ratings tends to become lower (higher) when critics are higher (lower). Therefore, a standard Bayesian learning model cannot be directly applied since such systematic differences are not merely driven by sampling errors when quality signals are drawn from distributions of true product quality. We propose that the observed differences could be driven by consumer review biases due to a combination of self-selection effect and reference point effect. We propose a novel review-reporting model that rationalizes the observed discrepancies between critics and consumer ratings. We then implement a joint estimation strategy to estimate the combined model using Bayesian Markov chain Monte Carlo (MCMC) algorithm that is applicable to a non-stationary dynamic discrete choice model with potential price, and consumer review endogeneity problems. Using structural model estimates, we examine the causal impacts of critics and consumer reviews on firms' profits. To assess these impacts, we conduct counterfactual experiments by sequentially eliminating critics and consumer reviews. The results of the proposed model can provide important managerial implications with respect to dynamic pricing and preorder strategies.

Influence of consumer innovativeness and personal characteristics on consumer adoption behavior of online banking: An empirical analysis

Influence of consumer innovativeness and personal characteristics on consumer adoption behavior of online banking: An empirical analysis - JMRA- Print ISSN No: - 2394-2762 Online ISSN No:- 2394-2770 Article DOI No:- 10.18231/j.jmra.2019.012, Journal of Management Research and Analysis-J Manag Res Anal

The adoption of virtual reality devices: The technology acceptance model integrating enjoyment, social interaction, and strength of the social ties

Recently, the development of virtual reality technology in the entertainment industry has applied social network capability. This study empirically analyzes how the introduction of social network characteristics as a diffusion strategy for virtual reality devices affects consumers’ intention to use. This survey was conducted with 350 people from South Korea, and TAM was used to analyze the acceptability of virtual reality. User adoption behaviors were analyzed rigorously, adding perceived enjoyment, social interactions, and strength of the social ties to the basic TAM. The results of this study indicate that social interactions and strength of the social ties increase perceived enjoyment, and perceived enjoyment has a more significant effect on intention to use than perceived usefulness, which is the main element of TAM. These results have theoretical implications for consumer adoption behavior and empirical implications for the best marketing strategies for virtual reality devices.

Effect of electricity generation mix on battery electric vehicle adoption and its environmental impact

Battery electric vehicles (BEVs) are gaining much attention as the next technology paradigm in the transport sector because it can mitigate the environmental problems, such as greenhouse gas (GHG) emissions, of conventional internal combustion engine vehicles. Many countries are attempting to promote the consumer adoption of BEVs in this sense by providing subsidies and expanding their related infrastructure. The expected environmental effect of BEVs is an important factor in increasing the consumer adoption of BEVs, and the environmental impact of BEVs is directly related to the electricity generation mix. In this study, we analyze how the consumer adoption behavior of BEVs and their environmental impact can be changed by improving the environmental performance of BEVs based on the electricity generation mix. To this end, we estimate consumer preferences in vehicles by using a discrete choice experiment survey and a mixed logit model. Then, on the basis of the estimation results, we simulate changes in consumers’ vehicle adoption behavior according to various electricity generation mixes and measure the environmental impact of these changes. Analysis results show changing the electricity generation mix to renewable-oriented mix can promote BEV's market share up to 10% and reduce GHG emissions up to 5% by 2026.

Identification of key factors in consumers’ adoption behavior of intelligent medical terminals based on a hybrid modified MADM model for product improvement

BackgroundAs a new application technology of the Internet of Things (IoT), intelligent medical treatment has attracted the attention of both nations and industries through its promotion of medical informatisation, modernisation, and intelligentisation. Faced with a wide variety of intelligent medical terminals, consumers may be affected by various factors when making purchase decisions. PurposeTo examine and evaluate the key influential factors (and their interrelationships) of consumer adoption behavior for improving and promoting intelligent medical terminals toward achieving set aspiration level in each dimension and criterion. MethodA hybrid modified Multiple Attribute Decision-Making (MADM) model was used for this study, based on three components: (1) the Decision-Making Trial and Evaluation Laboratory (DEMATEL) technique, to build an influential network relationship map (INRM) at both ‘dimensions’ and ‘criteria’ levels; (2) the DEMATEL-based analytic network process (DANP) method, to determine the interrelationships and influential weights among the criteria and identify the source-influential factors; and (3) the modified Vlse Kriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method, to evaluate and improve for reducing the performance gaps to meet the consumers’ needs for continuous improvement and sustainable products-development. First, a consensus on the influential factors affecting consumers’ adoption of intelligent medical terminals was collected from experts’ opinion in practical experience. Next, the interrelationships and influential weights of DANP among dimensions/criteria based on the DEMATEL technique were determined. Finally, two intelligent medicine bottles (AdhereTech, A1 alternative; and Audio/Visual Alerting Pillbox, A2 alternative) were reviewed as the terminal devices to verify the accuracy of the MADM model and evaluate its performance on each criterion for improving the total certification gaps by systematics according to the modified VIKOR method based on an INRM. ResultsIn this paper, the criteria and dimensions used to improve the evaluation framework are validated. The systematic evaluation in index system is constructed on the basis of five dimensions and corresponding ten criteria. Influential weights of all criteria ranges from 0.037 to 0.152, which shows the rank of criteria importance. The evaluative framework were validated synthetically and scientifically. INRM (influential network relation map) was obtained from experts’ opinion through DEMATEL technique shows complex interrelationship among factors. At the dimension level, the environmental dimension influences other dimensions the most, whereas the security dimension is most influenced by others. So the improvement order of environmental dimension is prior to security dimension. The newly constructed approach was still further validated by the results of the empirical case, where performance gap improvement strategies were analyzed for decision-makers. The modified VIKOR method was especially validated for solving real-world problems in intelligent medical terminal improvement processes. For this paper, A1 performs better than A2, however, promotion mix, brand factor, and market environment are shortcomings faced by both A1 and A2. In addition, A2 should be improved in the wireless network technology, and the objective contact with a high degree of gaps. ConclusionsBased on the evaluation index system and the integrated model proposed here, decision-makers in enterprises can identify gaps when promoting intelligent medical terminals, from which they can get valuable advice to improve consumer adoption. Additionally, an INRM and the influential weights of DANP can be combined using the modified VIKOR method as integrated weightings to determine how to reduce gaps and provide the best improvement strategies for reaching set aspiration levels.

Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior

With the emergence of over-the-top (OTT) services, consumers can enjoy broadcasting contents using personal computers, smartphones, and tablets whenever and wherever they want. Not only are traditional broadcasting service providers entering the OTT service market, but Internet service providers are as well, and they are competing with each other to achieve market power. We estimated consumers' preference for OTT service based on conjoint survey data, and conducted a market simulation based on the estimation result in order to analyze the change of market penetration ratio in accordance to the change of market strategy of each broadcasting service provider. As a result, consumers have the highest priority for real-time broadcasting. When the terrestrial television broadcasting service provider does not provide its contents to other service providers, Internet service providers and pay TV service providers can increase their market power by decreasing the price and by increasing the number of VODs respectively.

An empirical research of consumer adoption behavior on catering transformation to mobile O2O

With the decline of the performance and prospects of catering industry and the rapid development of the network economy and e-commerce, merchants try to join the mobile O2O business. Its starting point and the end-result is attract more consumers through the network to complete meal ordering and delivery business, it also make consumers and business operators through online trading achieve convenient services and achieve satisfaction on both sides. This article mainly starts from the consumption of college students consumer groups of the characteristic of psychological behavior and catering industry, using the technology acceptance model (TAM) for consumers (mobile catering service platform) to find the influence factors of using attitude has carried on the empirical analysis, the research conclusion, and put forward the businessman is how to make use of O2O model use attitude to better grasp the young consumer groups, improve their efforts expectations, performance expectations and perception is favorable, reduce the perceived risk and perceived costs of countermeasures and suggestions.

An alternative model of self-service retail technology adoption

Purpose– This study aims to extend and revise the basic technology acceptance model (TAM) by analyzing the impact of trust and subjective norm (SN) on consumers’ attitude and behavioral intention toward adopting self-service technologies (SSTs) in offline retail environments.Design/methodology/approach– Primary data were collected through field and online surveys, resulting in 651 usable responses. Hypotheses involving all variables of extended TAM, and their mutual relationships, are examined in this study of offline consumer adoption behavior.Findings– The findings reveal that trust significantly affects both consumers’ attitudes and their behavioral intentions, while SN also affects intention to adopt. It is recommended that future researchers use a more comprehensive version of TAM and consider trust and SN when analyzing offline consumer adoption behavior.Research limitations/implications– All the SSTs included in this paper belong to the retail industry, which limit the generalizability of the findings to other industries. Many other limitations are also discussed.Practical implications– The practicality of our findings guides managers and designers of technological interfaces. Furthermore, the practical implications are discussed and directions for future research are also provided.Social implications– This study recommends the usage of numerous SSTs in organized retail stores. The society will also benefit from the effective implementation of such SSTs.Originality/value– Trust and SNs have been incorporated as two additional variables to analyze offline adoption behavior of retail customers. This has not been done before, as most studies have focused on adoption behavior of customers in online environments.

Strategic Management of Cloud Computing Services: Focusing on Consumer Adoption Behavior

The emergence of cloud computing services has led to an increased interest in the technology among the general public and enterprises marketing these services. Although there is a need for studies with a managerial relevance for this emerging market, the lack of market analysis hampers such investigations. Therefore, this study focuses on the end-user market for cloud computing in Korea. We conduct a quantitative analysis to show consumer adoption behavior for these services, particularly infrastructure as a service (IaaS). Bayesian mixed logit model and the multivariate probit model are used to analyze the data collected by a conjoint survey. From this analysis, we find that the service fee and stability are the most critical adoption factors. We also present an analysis on the relationship between terminal devices and IaaS, classified by core attributes such as price, stability, and storage capacity. From these relationships, we find that larger storage capacity is more important for mobile devices such as laptops than desktops. Based on the results of the analysis, this study also recommends useful strategies to enable enterprise managers to focus on more appropriate service attributes, and to target suitable terminal device markets matching the features of the service.