Does online retail coupons and memberships create favourable psychological disposition?

Balakrishnan, Janarthanan; Foroudi, Pantea; Dwivedi, Yogesh K.

doi:10.1016/j.jbusres.2020.05.039

Cited by 32 publications

(15 citation statements)

References 139 publications

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“…Similarly, the conditions of human‐to‐human interaction are coded accordingly (personal direct interaction as “3,” personal telephone interaction as “2,” personal live chat as “1”). Previous studies have used a similar measurement methodology for experimental variables (Balakrishnan et al, 2020; Edwards et al, 2002; Jöreskog & Sörbom, 1989).…”

Section: Methodsmentioning

confidence: 99%

Role of cognitive absorption in building user trust and experience

Balakrishnan

Dwivedi

2021

Psychology and Marketing

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124

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The growth of artificial intelligence (AI) and its applications in business has proliferated in recent years. Businesses have started adopting various technology practices relevant to automation and AI, and research investigating this phenomenon is becoming increasingly important. Taking this as a cue, the present research investigates the effect of human‐to‐machine interaction and human‐to‐human interaction towards cognitive absorption and its subsequent effect on trust, experience, and continuation intention in the context of services. The study built a 3 × 3 factorial design with automated chatbots (machine interaction) and service executives (human interaction) used as a stimulus in the experiment. Data collected from 410 respondents were analyzed using structural equation modeling to test the proposed hypotheses. The findings indicated that human‐to‐machine interaction influences cognitive absorption more positively compared to human‐to‐human interactions. The study results also provide evidence for the role of the trust, experience, and technology continuation intention in a technology background rooted in human‐machine interactions. The present study adds a valuable contribution to the existing literature relevant to human‐to‐machine interaction, cognitive absorption, trust, experience, and continuation intention. The study also provides valuable inputs to technology and marketing managers.

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Section: Methodsmentioning

confidence: 99%

Role of cognitive absorption in building user trust and experience

Balakrishnan

Dwivedi

2021

Psychology and Marketing

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124

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“…Further, this effect is not significant for consumers who display high market maven characteristics, who are that the identification of the secondary recipient on the social coupon acts as a driver of coupon sharing behavior, particularly when the identified secondary recipient is socially close to the sharer or not identified at all. By doing so, we contribute to the broad stream of work that examines how information about others impacts consumers' responses to promotions (e.g., Argo & Main, 2008;Balakrishnan et al, 2020;Hanson & Yuan, 2018;Kukar-Kinney & Xia, 2017;Luo et al, 2014;Scheinbaum et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism

Hanson

Kukar‐Kinney

Yuan

2021

Psychology and Marketing

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This study investigates consumers' sharing of social coupons, a novel and understudied marketing strategy in which a consumer receives a coupon set where one coupon is meant to be kept and redeemed, while the other is meant to be shared with a secondary recipient. Linking the literature on marketing promotions, social influence, sharing motivations, and consumer characteristics, we examine how identification of a specific secondary recipient (e.g., family member vs. co-worker) and coupon discount structure (e.g., equal discount for both the sharer and the secondary recipient vs. a structure favoring one of the parties) affect social coupon sharing. Four experimental studies demonstrate that consumers are more likely to share social coupons when socially close to the identified recipient and when discount structure benefits the secondary recipient due to enhanced feelings of altruism. These effects are particularly impactful for individuals low in market mavenism, whereas individuals high in market mavenism share regardless. These findings enhance theories on behavioral pricing, social influence, and sharing motivations. Results indicate that current practices in the marketplace may not all be strategically sound and that practitioners should carefully consider how identification and discount structure are employed to maximize social coupon sharing.

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“…reward-seeking behavior (Balakrishnan et al, 2020). The discussion of the above studies has motivated to develop the following hypotheses:…”

Section: Online Retailing Technology and Covid-19mentioning

confidence: 99%

Impact of retailing technology during business shutdown

Rajagopal

2022

MIP

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PurposeThis study explores the causes and effects of technology usefulness on shopping behavior of consumers in Mexico by measuring inter-relationships between the constructs of shopping with new-normal following coronavirus disease 2019 (COVID-19) business shutdown and online retail technology.Design/methodology/approachThis study has been conducted in six online retail stores with the online survey of 342 buyers in Mexico. Data have been analyzed using two regression models with dependent variables, perceived usefulness of technology and buying decision of customers. Multiple correlations across the variables were computed.FindingsResults of this study reveal that as customers found higher ease of use of online shopping, they perceived higher usefulness of online retailing technology. The perceived quality of retailing website positively influences impulsive buying behavior of customers. The study observed that increase in coupon promotions has positively enhanced the perceived buying impulsiveness of consumers in online stores. The perceived usefulness of online redemption of coupons has also positively benefited the attitude of customers toward buying.Research limitations/implicationsOnline shopping has attracted a large section of customers during the COVID-19 business shutdown, and peer interactions have motivated them to experience the retailing technology of virtual stores. This study offers important insights for managers working in the retailing industries. Online strategies of retailers with unified customer experiences during the pandemic and business shutdown has provided extensive online retail space.Practical implicationsManagers of virtual retail stores need to build their business on customer-centric propositions, encourage 3D visions of products, develop “do-it-yourself” kiosks with augmented reality technology and enhance the value-based online business model. Online retailers need to prioritize developing an easy to navigate and quality website with comprehensive product information and instant messaging facilities over the sales promotion strategies. Online retailers need to establish quick response (QR) technology to improve the ease of use for navigation.Originality/valueThis study finds out the perceived usefulness in using online retail technology, and how customers have experienced it as a single wide option during the COVID-19 pandemic.

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Does online retail coupons and memberships create favourable psychological disposition?

Cited by 32 publications

References 139 publications

Role of cognitive absorption in building user trust and experience

Role of cognitive absorption in building user trust and experience

Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism

Impact of retailing technology during business shutdown

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