Computation analysis of Brand Experience Dimensions: Indian Online Food Delivery Platforms

Habib, Sufyan; Hamadneh, Nawaf N.; Wadi, S. Al; Masa’deh, Ra’ed

doi:10.32604/cmc.2021.014047

Cited by 9 publications

(8 citation statements)

References 22 publications

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“…Indeed, either performance expectation or an equivalent concept captures the cognitive gains expected while utilising a new technology. Importantly, such benefits have been widely seen to have a substantial effect on people's perceptions and desire to embrace various types of apps [34][35][36]. Customers' intentions to utilize online shopping were also found to be significantly predicted by the function of perceived usefulness, a concept related to performance expectation.…”

Section: Consumer Technology Acceptance Perceived Risk Trust and Online Grocery Purchase Intentionmentioning

confidence: 95%

“…Customers' intentions to utilize online shopping were also found to be significantly predicted by the function of perceived usefulness, a concept related to performance expectation. Performance expectation has been found to specifically, substantially, and favorably impact one's behavioral intention to adopt and use an IT system [36,37]. Facilitating conditions refer to a person's belief that organizational and technological infrastructure exist to facilitate system utilization [28].…”

Section: Consumer Technology Acceptance Perceived Risk Trust and Online Grocery Purchase Intentionmentioning

confidence: 99%

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Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

Habib

Hamadneh

2021

Sustainability

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E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.

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Section: Consumer Technology Acceptance Perceived Risk Trust and Online Grocery Purchase Intentionmentioning

confidence: 95%

Section: Consumer Technology Acceptance Perceived Risk Trust and Online Grocery Purchase Intentionmentioning

confidence: 99%

Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

Habib

Hamadneh

2021

Sustainability

Self Cite

View full text Add to dashboard Cite

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“…EWOM was measured according to seven attributes taken from the previous works of [18,33]. Brand resonance was measured by developing four constructs namely Behavioural Loyalty, Affective Attachment, Sense of Continuity and Affective Engagement, which were taken from previous studies [45][46][47][48]. Participants were instructed to indicate their preferences according to their level of agreement with the given attributes in a five-point Likert-scale (where 5 designated strongly agree and 1 designated strongly disagree).…”

Section: Methodsmentioning

confidence: 99%

Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

2021

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This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

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“…[11] realized that the structure of digital marketing content (interactivity, formality, and immediacy) has a significant impact on consumer behavior, such as brand attitude, corporate trust, and purchase intention. [12][13][14] examined the future direction of digital media and concluded that digital media can have a significant impact on brand loyalty, sustainability, and business effectiveness. Authors like Zhao and Chen [15] indicated that it has a strong effect on perceived value, and Wang et al [16] indicated perceived usefulness of product.…”

Section: Digital Media Marketing and Purchase Intention Of Ottmentioning

confidence: 99%

The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms

Habib

Hamadneh

Hassan

2022

Journal of Mathematics

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The Internet and digital technologies have grown exponentially and have become a part of billions of people’s daily lives around the world. Over-the-top (OTT) services are delivered directly over the Internet, providing customers access to films and TV series. In India, there has been a tremendous surge in the consumption of video material on OTT platforms. The significant growth in the digital marketing application in online businesses and its ability to engage customers has enhanced its importance. The emergence of the Internet and digital technologies has provided a modernized setting and a fertile ground for business organizations to reach millions of customers at affordable prices with effective and customized promotion content. The present study aims to investigate the relationship between digital media marketing (DMM), consumer engagement, brand image, and OTT platform purchase intention in the Indian context. The researchers will also investigate the mediating role of consumer engagement and brand image in mediating the relationship between digital marketing practices and OTT platform purchase intention. In a survey of 417 Indian consumers, it was found that there was no direct effect of DMM on the purchase intention of OTT platforms. In addition, there is a strong indirect effect through brand image and consumer engagement, supporting the hypothesis that brand image and consumer engagement mediate the relationship between DMM practices and the purchase intention of OTT platforms. Some of the managerial implications, limitations, and scope of future research are also presented in the study.

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Computation analysis of Brand Experience Dimensions: Indian Online Food Delivery Platforms

Cited by 9 publications

References 22 publications

Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms

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