This research aims to determine which dimensions of online convenience influence generation z consumers’ cognitive and affective attitudes and online impulsive buying behavior. The moderating effect of social media celebrity is also investigated to examine the attitude-behavior gap. A total of 348 responses from Chinese users who followed digital celebrities were received using purposive sampling. Data analysis and hypothesis testing were carried out using SmartPLS, version 3. The results indicated that relationship convenience, possession convenience, post possession conveniences, transaction convenience, and (...) evaluation convenience have a crucial impact on cognitive and affective attitudes. Similarly, cognitive and affective attitudes are significant and positive predictors of generation z consumers’ online impulsive buying behavior. Moreover, empirical results supported the moderating role of social media celebrities that aid marketers in selecting a product endorser. The implications for marketers and policymakers are discussed based on the above research findings. Moreover, future research directions are suggested. (shrink)

During the COVID-19 epidemic, personal safety has received increasing attention, leading to behavioral changes. Mobile-wallet makes it easier for people to keep social distance, which helps stop the spread of the COVID-19 virus. Evolving Internet technology has brought about changes in consumer lifestyle. The current situation of COVID-19 has created a business environment to shift from traditional ways and adopt e-commerce solutions worldwide. Grounded in technology acceptance model theory, this study’s objective is two-fold: First, this study intends to examine perceived (...) susceptibility to COVID-19, perceived severity of COVID-19, insecurity and discomfort as the predictors of perceived usefulness and perceived ease of use. Second, the current research intends to test the moderating effect of electronic words-of-mouth on the relationship between attitude and usage intention. Using survey methods, 226 usable responses were collected through a mall intercept survey in Pakistan. Data were analyzed using partial least square. The results revealed that PEOU and PU positively influence attitude toward M-wallet. This study has found that attitude positively influences the usage intention in adopting M-wallet. The results also support the moderating role of eWOM. These findings contribute to the marketing literature in several ways, particularly in Pakistan. This is the first study to use eWOM as a moderating variable in the TAM theory. In addition, this study adds to the current body of knowledge by considering eWOM as a multi-dimensional construct novel in m-wallet literature. (shrink)

Counterfeiting has become a prevalent business worldwide, resulting in high losses for many businesses. Considerable attention has been paid to research an individual attitude toward purchasing luxury counterfeit products in the offline context. However, there is currently lesser-known literature on the given phenomenon in the context of social commerce. Moreover, researchers observed that counterfeiting consumption is associated with consumer ethical values or beliefs. Practitioners and researchers are keen to find those factors that affect consumers’ ethical consumption behavior to reduce pirated (...) products’ demand. However, the role of religion in shaping ethical behavior is less documented in the counterfeiting context. Therefore, this study investigated the effect of religiosity on the counterfeiting of luxury products in Pakistan. A five-dimensional Islamic religiosity model was adopted to understand the consumption phenomena. For quantitative research, cross-sectional data were collected from the generation M of Pakistan through self-administrative questionnaires. A total of 394 valid responses from active online users were collected to empirically examine the conceptual model by employing the partial least square structural equation model. The results reveal that all five dimensions of religiosity negatively affect the attitude of generation M. Moreover, it is found that knowledge has the highest negative effect on attitude, followed by orthopraxis, experience, central duties, and basic duties. The study also explains the theoretical and practical implications of the research. Finally, limitations and future research were also discussed. (shrink)

Climate change has increasingly been recognised and associated with consumer behaviour: Practitioners are developing their strategies to reduce environmental degradation while increasing the management of sustainable consumption; it needs to better understand consumer attitudes and eco-friendly factors about the issue. Therefore, the current study focused to understand the effects of pro-environmental factors on individuals’ environmental attitudes through the lens of theory of planned behaviour in a cross-cultural setting. Moreover, present research focuses on the moderating role that religiosity plays in causal (...) pathways between certain determinants and intentions in this context. A multi-wave time-lagged research design was employed in this study, and university students from two developing countries were surveyed. The findings revealed pronounced similarities between the two examined countries. Overwhelmingly, pro-environmental factors examined were found to be positively related to attitude formation. Further results showed that attitude and subjective norms are significant predictors of the intention to purchase products with recycled packaging. Moreover, with the exception of perceived behavioural control, religiosity moderates the relationships between all the determinants of TPB and intention to purchase recycled packaged products. Present study offers insightful implications to management of these emerging and/or similar cultural markets regarding customer value for green products. Using TPB, present study broadened and deepen extant stream of literature on consumption of recycled packaged products in two highly emerging markets; Pakistan and Malaysia. (shrink)