Nov'19
The IUP Journal of Marketing Management
Focus
Identification of New Mediating and Moderating Variables� by Rabeb Hamdi and Romdhane Khemakhem, attempts to determine the effect of online advertising on consumer behavior in the offline context. The exploratory qualitative study identified four consequences: lifestyle change, disposition to visit the store, purchase intention and visiting the store. The major propositions authors considered in this study are: online advertising generates an effect on consumer�s willingness to change to improve his/her daily lifestyle; the change in consumer�s lifestyle influences the visit of the store; online advertising seems to influence the consumers� disposition to visit the store (or the point of sales) to verify the information content in the communication; the disposition to visit the store seems to influence the decision to visit the store; lifestyle change seems to influence the intention of consumer purchase; the relationship between exposure to online advertising and change in lifestyle is influenced by the involvement with the product; the relationship between exposure to advertising online and available to visit the store is influenced by involvement with the product.
The second paper, �Mobile Shopping Application Usability: An Empirical Study on Factors Affecting Continued Intention to Use and Mobile Application Loyalty� by Arshan Bhullar and Pushpinder Singh Gill, examines the influence of 10 independent factors of mobile application usability provided by Hoehle et al. (2016), i.e., aesthetic graphics, color, control obviousness, entry point, fingertip size control, font, gestalt, hierarchy, subtle animation and transition, which have 40 statements with each variable having four statements. With the rapid advancements in mobile technology, every company wants to incorporate mobile commerce into its current business market. And to spread its business into the mobile world, it requires an efficient and effective mobile application to attract customers. The results show that various factors like aesthetic graphics, gestalt, subtle animation, transitions, etc. were vital factors which impact both continued intention to use and mobile application loyalty.
The third paper, �Price Information in Advertisements and Perceived Value of Products� by Sonia Arora, attempts to study the relationship between price information in advertisements and perceived value of products. The hypothesis considered for this study includes: the advertisements that contain price information have significant positive relationship with purchase intention of customers to buy the product; there is a significant positive relationship between price information in advertisements and perceived quality of the product; the price information in advertisements has a significant effect on brand awareness. This study shows that price information in advertisements can increase the purchase intentions of customers to buy the product advertised. As hypothesized, revealing price information in advertisements has a significant positive effect on increasing the purchase intention. Also, the study finds a significant positive relationship between the price information in advertisements and brand awareness.
Consulting Editor
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| Article | Price (₹) | ||
| Online Advertising and Consumer Behavior in Tunisia: Identification of New Mediating and Moderating Variables |
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| Mobile Shopping Application Usability: An Empirical Study on Factors Affecting Continued Intention to Use and Mobile Application Loyalty |
100
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| Price Information in Advertisements and Perceived Value of Products |
100
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Online Advertising and Consumer Behavior in Tunisia: Identification of New Mediating and Moderating Variables
The aim of this study is to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semistructured interview). The results showed that lifestyle change and the disposition to visit the store are the mediating variables between purchase intention, visiting the store and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.
Mobile Shopping Application Usability: An Empirical Study on Factors Affecting Continued Intention to Use and Mobile Application Loyalty
With the tremendous developments in mobile technologies and advancements in wireless Internet, Mobile commerce has seen significant growth in India. Over the past few years, the number of mobile applications has increased remarkably. And in the current competitive market of mobile commerce, the software developers are required to develop superior quality applications to gain competitive advantage. The usability of a mobile application is a vital factor which impacts the users to choose one application over other. In the past, very limited studies on mobile application usability were conducted in India. So this study is an effort to analyze the impact of mobile usability application on the continued intention to use the mobile shopping applications on the smartphones, which ultimately results in mobile application loyalty of the users. A standardized scale on Mobile Application Usability (MAU) given by Hoehle et al. (2016) was adopted to develop the survey instrument and the data was collected from 300 mobile shopping application users of Tricity, i.e., Chandigarh, Mohali and Panchkula. The results confirmed that factors like aesthetic graphics, hierarchy, and subtle animation, transition were significant factors affecting mobile application usability.
Price Information in Advertisements and Perceived Value of Products
The purpose of this study is to examine the relationship between price information in advertisements and perceived value of products. According to Information theory, knowledge of the information content of an advertisement helps to determine the optimum exposure level for an audience while maximizing promotional influence (Bruner, 1984). There is very little evidence of research on price information in advertisements. A study by Keller (2016) identifies the future research agenda that research should be conducted on understanding pricing power. Descriptive research design was used to know the impact of price information in advertisements. A survey of 50 respondents in Chandigarh by shop intercept method using stratified random sampling was conducted. Data analysis was done using statistical tests�correlation and regression with the help of IBM SPSS Statistics 20. Price information in advertisements is found to be significantly related to purchase intention, brand awareness, perceived value and customer satisfaction, but is found to be not related to perceived quality. The study makes a conceptual contribution to the literature of marketing communication by developing the theoretical linkages with their accompanying rationale. The study also makes an empirical contribution by testing these theoretical linkages which have not been done in the earlier literature. The study makes suggestions to managers on formulating advertisement strategies to persuade consumers. The study could benefit marketers and advertisers in creating advertisements.