‘Super disabilities’ vs ‘Disabilities’?:Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace

People with disabilities (PWD) constitute one of the largest minority groups with one in five people worldwide having a disability. While recognition and inclusion of this group in the marketplace has seen improvement, the effects of (mis)representation of PWD in shaping the discourse on fostering marketplace inclusion of socially marginalized consumers remain little understood. Although effects of misrepresentation (e.g., idealized, exoticized or selective representation) on inclusion/exclusion perceptions and cognitions has received attention in the context of ethnic/racial groups, the world of disability has been largely neglected. By extending the theory of ableism into the context of PWD representation and applying it to the analysis of the We’re the Superhumans advertisement developed for the Rio 2016 Paralympic Games, this paper examines the relationship between the (mis)representation and the inclusion/exclusion discourse. By uncovering that PWD misrepresentations can partially mask and/or redress the root causes of exclusion experienced by PWD in their lived realities, it contributes to the research agenda on the transformative role of consumption cultures perpetuating harmful, exclusionary social perceptions of marginalized groups versus contributing to advancement of their inclusion

Revisiting the effect of mobile advertising content on buying intention / Nor Hazlina Hashim, Normalini Md Kassim and Roshni Ann George

The digital era is known for technological breakthroughs in knowledge exchange through portable computing devices that include android and iOS smart phones. These gadgets, which have become a necessity for many, offer numerous advertising opportunities for companies to reach a wide pool of potential customers. Mobile advertising holds the best promise for one-to-one communication and provides avenues for direct and personalised marketing. Previous studies on consumer attitudes towards mobile advertising have generated conflicting results. This paper conceptualizes the effect of mobile advertising content on buying intention in a framework derived from past models and theories of technology acceptance. In light of the high purchase intentions of the younger generation in Malaysia, antecedents previously used in predicting the behavioural response of consumers towards mobile advertising and purchase intention were reexamined and combined with the personalization factor. Additionally, subjective norms and perceived behavioural control are proposed to have considerable impact on the purchase intentions of consumers in Malaysia. It is hoped that the proposed framework will lead to further clarity about the importance of mobile advertising content on behavioural response and therefore benefit the marketing efforts of companies by providing valuable insights on factors that influence the buying intentions of Malaysian consumers

The influence of national culture on the attitude towards mobile recommender systems

This is the post-print version of the final paper published in Technological Forecasting and Social Change. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed.National Research Foundation of Korea Grant funded by the Korean governmen

Consumer acceptance of third generation mobile value-added services : a survey of Hong Kong consumer perceptions

This study empirically explores several variables in relation to consumer acceptance of third generation (3G) mobile value-added services in Hong Kong. The data analysis suggests that perceived usefulness, perceived ease of use, subjective norm and perceived behavioural control considerably influence consumers’ behavioural intention to use 3G value-added services. Practically, the promotion of 3G value-added services should provide additional information such as pricing scheme and clear instructions in order to attract more consumers to the services. The present findings have managerial implications for the development of 3G mobile value-added services in different contexts. Theoretically, the paper adds to extant literature on consumer acceptance of mobile services and extends technology adoption theories

Factors Determining the Purchase Intention of Bank Services in the Republic of Yemen

The issue of motivating consumers to use the banking system was solved in developed countries and in some Middle Eastern countries. However, it is still unpredictable in Yemen where the majority of the people do not use banking services to facilitate their financial needs. Therefore, it shapes a real problem and negatively impacted the Yemeni economy. This research project aimed to provide better awareness of the variables that might affect people to use the Yemeni banking system by applying the theory of reasoned action. This study is cross-sectional, 850 questionnaires were distributed to part time university students. Multiple regression analysis was conducted to determine the contribution of independent variables in predicting behavioral intention, the dependent variable. Moreover, hierarchical regressions were used to test the effect of trust as a moderator variable. Eight variables of attitude and subjective norm were significantly and positively influence university student's behavioral intention to use banking services namely, attitude toward bank usage, attitude towards banking services, attitude toward service quality, attitude towards banking legal framework, social influence, recommendation by others on bank services, and bank advertisement. On the other hand, cultural belief was significant but in the negative direction. As well as, student’s trust had a statistically moderating effect with only three out of eight variables on the behavioral intention namely attitude toward bank usage, recommendation by others on bank services, cultural belief. The study had a significant contribution to the academic understanding of consumer's behavioral intention in Yemen, which might guide bankers and policy makers to use the right strategy in order to attract more consumers to use the banking system

Exploratory Study on Consumers’ Motive to Accept Mobile Marketing in the Emerging Market; Tanzania

The global communication revolution from traditional land line to mobile phone, has significantly give pace to the innovation of mobile marketing that reach large number of customers with less cost . The means that allow direct interaction and personalization to the target audience based on time and location, has been practiced in many countries as well as in Tanzania  in order to reach the target audience and increase efficiency in marketing strategies. The acceptance of the means is gradually low and not consistence to the countries practiced this form of advertising, due to the diverse motivating factors driving to the acceptance of this form of mobile marketing. To date there is scarce researches concerning the motivating factors of consumers’ willingness to acceptance and respond to the mobile marketing in Tanzania context, This exploratory study aim to fill this gap, focusing on investigating the driving factors for the acceptance of mobile marketing in this emerging market Tanzania, where this marketing communication channel is in its embryonic stage, and the success depend upon the acceptance of the consumer.  Theory of reasoned action (TRA) and Use and Gratification framework applied on examining the consumers’ behavioral intention to receive and use the SMS advertising. There were 336 valid responses analyzed via Liner Regression and Structural Equation Model in Amos version21. The results statistically confirms that social norms and attitude are the factors affecting behavioral intention, but social norms has much influence than attitude to influence behavioral intention to accept mobile marketing. Informative nature of the mobile marketing has strong influence on attitude toward the acceptance, perceived utility also is a significant driver on attitude. Incentive has weak motivation to attitude, but is a significant driver to behavioral intention to accept mobile marketing. Perceived risk and trust have insignificant relation to attitude. Shared content is a significant driver to behavioral intention through social norms. The effect of permission as the pre requisite in sending mobile advertisement, and cultural diversity within Tanzanian context has been ignored in this study. The study will provide insight to marketing practitioners in Tanzania on creating the SMS ads that characterized with motivating factors that will influence consumers’ behavioral intention to accept mobile marketing. Keywords: Mobile marketing: Attitude: SMS advertising: Behavior intentio

E-commerce Live Streaming and Chinese Youth's Purchase Intention: Examining the Influential Factors - A Quantitative Analysis

E-commerce live streaming is becoming a popular trend among young consumers in China to make purchases. The purpose of this study is to investigate the factors that influence Chinese youths' purchase intentions through e-commerce live streaming. A structured questionnaire is administered to 446 Chinese youth aged 18 to 35 in Xi'an using quantitative methods and simple random sampling. The survey includes demographic data, e-commerce livestreaming usage, and purchase intentions. The study examines independent variables including visibility, interactivity, emotional appeal, influencer endorsement, information presentation, subjective norm, and perceived behavioral control. Attitude is considered as a mediating variable, while purchase intention serves as a dependent variable. Descriptive statistics and regression analysis are used for data analysis to identify the factors that influence purchase intention. This study aims to contribute to a deeper understanding of the characteristics of e-commerce live streaming and its influence on Chinese youths' purchase intentions. The study found that social norm, attitude and perceived behavior control have significance positive effects on purchase intention. The findings provide valuable insights for e-commerce companies and live streaming platform providers to effectively target and understand this audience. In addition, the study's findings can help marketers and advertisers formulate strategies to reach and influence Chinese youth through e-commerce live streaming

How smartphone advertising influences consumers’ purchase intention

In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of an internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe’s web advertising model and flow experience theory. Based on the data collected from 303 respondents, from a European country, we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention

Smart technology for healthcare: Exploring the antecedents of adoption intention of healthcare wearable technology

© The Author(s), 2019. Technological advancement and personalized health information has led to an increase in people using and responding to wearable technology in the last decade. These changes are often perceived to be beneficial, providing greater information and insights about health for users, organizations and healthcare and government. However, to date, understanding the antecedents of its adoption is limited. Seeking to address this gap, this cross-sectional study examined what factors influence users’ adoption intention of healthcare wearable technology. We used self-administrated online survey to explore adoption intentions of healthcare wearable devices in 171 adults residing in Hong Kong. We analyzed the data by Partial least squares – structural equation modelling (PLS-SEM). The results reveal that perceived convenience and perceived irreplaceability are key predictors of perceived useful ness, which in turn strengthens users’ adoption intention. Additionally, the results also reveal that health belief is one of the key predictors of adoption intention. This paper contributes to the extant literature by providing understanding of how to strengthen users’ intention to adopt healthcare wearable technology. This includes the strengthening of perceived convenience and perceived irreplaceability to enhance the perceived usefulness, incorporating the extensive communication in the area of healthcare messages, which is useful in strengthening consumers’ adoption intention in healthcare wearable technology