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Existing measures of Review Helpfulness do not systematically capture the helpfulness of a review according to the content quality of the review. In a bid to answer this issue, we have developed and validated a formative measurement instrument of review helpfulness based on key review characteristics namely: (i) feature-wise information, (ii) comparison with other brands, (iii) grammar, and (iv) timeliness of the review post. This study adopted a mixed method approach to develop the construct. Focus groups were used to elicit the review characteristics that determine review helpfulness. Pre-tests were conducted to finalize the product and brand for which online reviews were to be assessed. Study has used orthogonal design for building survey questionnaires which contained example reviews with varying levels of the review characteristics. After validating the formative measure of review helpfulness, the theoretical as well as managerial implications of the measure were also discussed in detail.

PurposeThis paper aims to conceptualize and test an integrated model of online grocery buying intention by extending technology acceptance model by adding several antecedents of online grocery shopping behaviour such as physical effort, time pressure, entertainment value, product assortment, economic values, website design aesthetics, etc. The ultimate dependent variable was consumer’s satisfaction with buying process of grocery product via online platform. Design/methodology/approachThe model was tested over online grocery shoppers using structural equation modelling approach. To enhance the validity of the finding, common method bias and social desirability bias were also assessed. FindingsAs product assortment was found to have a significant impact on both perceived ease of use and perceived usefulness, it supports the notion of one-stop solution as a major driver to attract buyers to buy groceries online. Findings also highlight the importance of entertainment value and economic value as key variables which shape the buyer’s satisfaction and purchase loyalty behaviour. Overall, the results support the proposed model. Practical/implicationsThe findings of this study would be helpful for online marketers to get more website visits and to increase conversion rates, i.e. getting their visitors to spend more time on the website and to make purchase. Originality/valueThis integrated framework tested here is quite comprehensive in nature, as it includes the influence of time pressure, physical effort and product assortment on online buying behaviour. These basic yet important variables to study, especially when the industry (online grocery shopping) is still in its nascent stage, are missing from the literature. The present study also involves a rigorous data analysis process followed by assessment of common method bias and psychometric property test. Such approach is rare in existing body of knowledge. The study uses S-O-R framework for hypothesis and model development, which is also rare in context of online grocery shopping.

Purpose - The main purpose of this paper is to extend the technology acceptance model (TAM) in the context of internet banking adoption in India under security and privacy threat.Design methodology approach - Keeping the TAM proposed by Davis as a theoretical basis, an extended TAM incorporating security- and privacy-related issues for internet banking adoption is conceptualized. The authors have incorporated various inhibitors of internet banking which restrict the use of internet banking adoption under \"perceived risk\", and also consider the role of the bank web site as a key determinant of perceived risk and of perceived ease of use in the context of internet banking services.Findings - The paper reveals that perceived risk has a negative impact on behavioral intention of internet banking adoption and trust has a negative impact on perceived risk. A well-designed web site was also found to be helpful in facilitating easier use and also minimizing perceived risk concerns regarding internet banking usage.Practical implications - Financial bank institutions should give attention to the inhibitors or perceived risk factors of internet banking adoption in order to retain existing customers as well as attract new consumers. The study also suggests that banks should build a web site with features to facilitate users' assessment of internet banking services and thus minimize the perceived risk and maximize the perceived ease of internet banking services. Web-based retailers depending on online payments would also be benefit by incorporating the elements of perceived risk and trust in their own web design and online services.Originality value - In addition to the traditional construct of TAM, a new construct of perceived risk has been added. The impact of web site design and trust on internet banking adoption has also been examined and shown to be significant in India in the context of internet banking adoption.

Purpose--This study intends to apply Stimulus-Organism-Response (S-O-R) framework to explain the influence of Public Service Advertisements (PSAs) among users towards their action taking behavior. Moreover, the study investigates the relationships among health characteristics, emotions, attitude towards PSAs, and action taking behavior. Design/methodology/approach--A sample of 417 participants were collected using a pre-tested questionnaire from patients visiting a pediatrics clinic in a southern Indian city. Covariance based Structural equation modeling was employed to test that the health characteristics of a person influence their involvement in healthcare. Findings--Results indicated that the health characteristics of people directly influence their attitudes towards health related PSAs. Additionally, it was also confirmed that the emotion directly impacts person's involvement with his/her healthcare. Research limitations / implications--Marketers must thoroughly understand the psychology of the consumer and his/her beliefs about a particular drug category before formulating an ad campaign because target audience plays a crucial role in campaign effectiveness of public service advertisements. The challenges increase when the product is health related. Originality/value--Present study used the S-O-R theory to determine the relationships among health characteristics, emotions, attitude towards PSAs and action taking behavior. JEL Classifications: M5, M31, M37 Keywords: public service advertisement, advertising effectiveness, emotion, stimulus-organism-response framework

PurposeThe increased usage of smartphones has made mobile payment services (MPS) popular among millennials, but it is uncertain if this shift in behavior is temporary due to situational factors like the pandemic or a long-term trend due to technological advances. This study uses the diffusion of innovation (DOI) literature to assess an integrated model including smartphone addiction, technology-related and consumer-related factors that influence consumers' intention to use MPS. It also explores the interplay of situational variables and smartphone addiction in shaping this relationship.Design/methodology/approachThe authors base the conceptual model on the theory of rational addiction and the theory of optimal flow. This model is then empirically validated through data collected from seven hundred users of MPS in India. Research hypotheses are tested using structural equation modeling and multi-group analysis.FindingsThe study finds that smartphone addiction has a positive impact on millennials' perceived advantages, compatibility, trialability and observability of MPS but does not significantly affect their perceived complexity or risk. The results also suggest that the relationship between smartphone addiction and MPS is moderated by situational factors. In low-priority situations, smartphone addiction strengthens millennials' perceptions and intentions to use MPS, while in high-priority situations, situational factors overshadow the impact of smartphone addiction.Originality/valueThe findings of the study enable organizations to capitalize on smartphone addiction-driven MPS adoption behavior to sustain long-term usage behavior by appropriately understanding the context/situation which drives MPS adoption.

Traditionally measurements of service quality have followed the expectation-disconfirmation approach. Further, previous studies have shown that negative disconfirmation is more influential than positive disconfirmation. In this research, we hypothesized information systems(IS) service quality scales based on the dimensionality of the expectation-disconfirmation (ED) and desire-disconfirmation (DD) approach. Using the SERVQUAL+ instrument and data collected from 321 IS users, we developed ED and DD based IS service quality scales using contemporary methods, such as LISREL-based CFA. We have proposed and empirically validated the following two new IS service quality constructs: Service Adequacy (difference of expected service and perceived service) and Service Superiority (difference of desired service and perceived service). Our results indicate that both measures have shown better predictive power than earlier scales like SERVQUAL+ and the IS ZOT scales. We have outlined several implications of ED and DD scales to practice and research.

Banks are providing e-banking services, as this would ameliorate their profits. Since internet banking in India is still in its nascent stage, it is essential for e-banking institutions to enhance acceptance and usage of internet as a banking channel by their customers. This paper has reviewed the most of seminal studies in the area of diffusion of innovation and makes an attempt to do an empirical research that looked into the factors that drives and inhibits internet banking usage in India. An exploratory factor analysis followed by a confirmatory factor analysis has been applied on 362 internet banking users. Findings resulted in seven factors - perceived benefit, hacking and fraud risk, performance risk, computer self-efficacy, technology complexity, social influence, and pricing concerns. The results suggest that acceptance and usage of internet banking services can turn into a vital concern for future research, as the drivers overcoming the inhibitors over time at an influencing rate. Moreover, this study also compares the findings with existent diffusion of innovation literature and identified several additional factors that can affect internet banking adoption in India. [PUBLICATION ABSTRACT]

Purpose The purpose of this paper is to explore the relationship among risk aversion, brand trust, brand affect, attitudinal loyalty and behavioral loyalty for low involvement day-to-day use of personal care products. Design/methodology/approach To achieve the above-stated objective, a theoretical model was tested using structural equation modeling. Before undertaking the analysis, preliminary analysis techniques such as the common method bias social desirability bias reliability and validity analysis were also assessed. Findings The results indicate that, for low involvement products, risk adverse consumers do not purchase a brand based only on trust. Risk aversion is also positively associated with attitudinal loyalty. When it comes to the relationship between brand trust and brand affect, it has been concluded that brand trust has had an important impact on brand affect. In this study, it has been found that attitudinal loyalty has a positive and strong impact on behavioral loyalty. This paper explains that due to the lack of trust, certain risk adverse customers are sticking with a particular brand. Originality/value Most of the brand loyalty research has been performed on high involvement products, whereas very limited research is available on low involvement day-to-day use products (i.e. personal care products), in particular where the consumption period of the product is less than a month. This kind of research is very rare, and this study has been done to fill this gap using rigorous data analysis.