An empirical study on consumer attitude and behavioural intention to adopt mobile wallet in India

Banerji, Rashi; Singh, Animesh

doi:10.1504/ijebank.2022.122219

Cited by 4 publications

(1 citation statement)

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“…The residents of Delhi-NCR between the age group 18–50 were chosen as the respondents for this study primarily due to their high internet usage (Banerji & Singh, 2022b; Panigyrakis, Panopoulos, & Koronaki, 2019). Most previous researchers on SMMA and consumer behavior have studied college students’ perceptions (Algharabat, 2017; Ismail, 2017; Yadav & Rahman, 2018).…”

Section: Methodsmentioning

confidence: 99%

Do social media marketing activities promote customer loyalty? A study on the e-commerce industry

Banerji,

Singh

2024

LBSJMR

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PurposeThe research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores the mediating role of customer relationship quality (CRQ) (commitment, trust and satisfaction) on the relationship between perceived SMMAs and CL.Design/methodology/approachThe study is based on the S-O-R model, which states that characteristics of the environment (stimulus) arouse a cognitive state (organism) that results in positive or negative behavior (response). The present study proposes the characteristics of the e-commerce environment as stimuli (S), the inner state of customers as an organism (O) and consumer behavior as the response (R). This study investigated the responses of 487 social media users through structural equation modeling (SEM).FindingsThe results offer three crucial findings. First, the study validated that perceived SMMA comprises five dimensions (interaction, entertainment, customization, trendiness and WOM) in the Indian e-commerce context. Second, perceived SMMA significantly influences CRQ (commitment, trust and satisfaction). Third, CRQ significantly mediates the relationship between perceived SMMA and CL.Originality/valueThe study attempts to understand the effect of perceived SMMA on CL via CRQ in an e-commerce context, especially in an emerging economy like India. The present study argues that the SMMA of e-commerce is likely to be reflected in CL when the consumers experience CRQ through commitment, trust and satisfaction. Thus exploring the mediating role of CRQ is the authors' contribution.

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Section: Methodsmentioning

confidence: 99%

Do social media marketing activities promote customer loyalty? A study on the e-commerce industry

Banerji,

Singh

2024

LBSJMR

Self Cite

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Exploring the Adoption of Mobile Wallets Among People in Age Group 40-80

Garibdas,

Gautam,

Kumar

et al. 2024

2024 International Conference on Automation and Computation (AUTOCOM)

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Buying Behavior of Indian Females Toward Natural Personal Care Products: The Moderating Role of Buying Frequency

Minocha,

Singh,

Banerji

2024

Jindal Journal of Business Research

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The purpose of this article is to investigate whether consumer values (appearance consciousness, health consciousness, and environmental consciousness), openness to change, and perceived benefits influence purchase intentions and buying behavior of natural personal care products. Furthermore, the article also investigates the moderating role of consumer buying frequency on purchase intention and buying behavior. This article is based on the argument that consumer values (appearance consciousness, health consciousness, and environmental consciousness) are likely to be reflected in purchase intention and buying behavior if consumers are open to change and perceive the benefits of natural personal care products. The theoretical framework is derived from the Stimulus–Organism–Behavior–Consequence framework. The study proposes consumer values act as a stimulus, openness to change and perceived benefits as an organismic internal state, purchase intention as behavior, and buying preferences as a consequence. The study’s findings reveal some interesting insights. First, all three consumer values exhibit a positive influence on openness to change among consumers. However, when it comes to influencing perceived benefits, it is primarily the environmental and appearance consciousness that showed effective influence on perceived benefits. We believe that marketing strategies for natural personal care products should consider consumer values and effectively communicate how natural products enhance appearance and are environment-friendly. Consumers have increasingly become concerned about the harmful effects of conventional personal care products and are willing to adopt safer alternatives. Unlike the organic food industry in natural personal care products, consumers’ health consciousness does not significantly affect the perceived benefits. We also found that purchase frequency substantially moderates the relationship between perceived benefits-purchase intentions and purchase intention-buying behavior. The association is stronger for high purchase frequency than low and medium.

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An empirical study on consumer attitude and behavioural intention to adopt mobile wallet in India

Cited by 4 publications

References 0 publications

Do social media marketing activities promote customer loyalty? A study on the e-commerce industry

Do social media marketing activities promote customer loyalty? A study on the e-commerce industry

Exploring the Adoption of Mobile Wallets Among People in Age Group 40-80

Buying Behavior of Indian Females Toward Natural Personal Care Products: The Moderating Role of Buying Frequency

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