A change of perceived innovativeness for contactless food delivery services using drones after the outbreak of COVID-19

This study aims to identify how behavioral intentions are formed in the context of drone food delivery services using the moderating role before and after the outbreak of COVID-19. A conceptual model including eight hypotheses was developed and tested based on the data of two consumer samples, one collected before and the other after the outbreak of COVID-19. The data analysis results showed that perceived innovativeness positively affects attitude. In addition, the attitude, the subjective norm, and perceived behavioral control have a positive influence on behavioral intentions. Lastly, the outbreak of COVID-19 played a moderating role in the relationship between the attitude and behavioral intentions.     

企业自主创新若干问题探讨

本文分析了我国企业自主创新提出的时代背景,在评析相关研究成果的基础上,对企业自主创新做了新的界定,探讨了企业自主创新的方式和途径,以及企业创新的运行机制和发展趋势。     

Effects of user perceptions associated with perceived playfulness on their attitude toward using a netbook

A netbook, Internet-enabled and with extra portability, has been fast-growing in the domain of information technology （IT） in recent years. Compared with standardized laptops or desktop computers, a netbook＇s key features include a shrunken-down and lightweight laptop that is ＂easy to learn, easy to work, and easy to play＂. This research is to empirically test the influence of user perceptions of this new form of IT （usability, compatibility and relative advantage） associated with playfulness and attitude toward purchase intention. In addition, personal innovativeness of an individual plays an important role in the antecedents of such perceptions. A test of this model, two-stage approach, confirmatory factor analysis （CFA） and structural equation model （SEM） are employed to validate the casual model from among 227 usable respondents who have been using a laptop for more than two years. Results showed support for eleven of twelve research hypotheses, and one new path linking personal innovativeness with attitude toward using is found to be non-siznificant.     

Entrepreneurship of SMEs in the framework of globalization

Currently, in Europe, 98.9 percent of all enterprises are small and medium size enterprises （SMEs） which employ 52 percent of all employees. This means that l.1 percent of all enterprises employ 48 percent employees, among whom the multinationals have the biggest and most global influence. But the biggest number of new jobs is provided by the micro-enterprises which employ 23 percent employees. In central and eastern European countries, SMEs are rather a recent feature, but in terms of numbers they are coming close to figures of most development countries of EU. How entrepreneurial are these new SMEs？ How innovative are they, including undertaking appropriate development？ This paper discusses two issues： （1） Improving SMEs＇ competitiveness by becoming sustainable enterprises to requisitely, holistically meet requirements in social/business environments; （2） Improving business by helping SMEs＇ members understand/implement ＂sustainable-enterprise ethics＂. The SMEs＇ future of SMEs depends very much on their innovating of individual/organizational values, culture, ethics and norms.     

Understanding the intention to use mobile shopping applications and its influence on price sensitivity

This study employs an extended technology acceptance model (TAM) and the theory of diffusion of innovations (DOI) to understand the intention to use mobile commerce applications for shopping purposes. The variables—perceived enjoyment, perceived risk and personal innovativeness—were added to the original model. The price sensitivity criterion was predicted using the variables—perceived risk, personal innovativeness, satisfaction and the intention to use. An online questionnaire was circulated nationwide through email to verified e-commerce users and a sample of 675 respondents was taken for analysis through structural equation modeling approach. Gender, experience and frequency of using mobile shopping applications were used as moderators for all relationships. Findings of this study reveal that personal innovativeness and perceived risk play a major role in deciding the intention to use mobile shopping applications. Users who are highly innovative and with a higher intention to use mobile shopping applications are less sensitive to price. Various managerial implications including applications to differential pricing, improving adoption pace and segmenting consumers to design marketing strategies are discussed.     

Understanding the relationships between online entrepreneurs’ personal innovativeness,risk taking,and satisfaction: Comparison of pure-play and click-and-mortar

The purpose of this study is to investigate the effects of personal innovativeness and risk taking on online entrepreneurs’ satisfaction. Two types of online entrepreneurs (pure-play and click-and-mortar) are compared and contrasted. Specifically, our study investigates the effect of personal innovativeness and risk-taking propensity on the satisfaction of online entrepreneurs, and compares the similarities and differences among varying types of online entrepreneurs. A survey of online entrepreneurs conducted in Taiwan, a country characterized as good for small and medium enterprises entrepreneurship and as having substantial e-commerce development, indicates that personal general innovativeness has a significant positive effect on personal information technology innovativeness (the entrepreneur’s level of innovation regarding information technology), entrepreneurial satisfaction, and life satisfaction. Entrepreneurs’ life satisfaction also determined by their degrees of entrepreneurial satisfaction. Finally, risk-taking propensity significantly influences entrepreneurial satisfaction for pure-play entrepreneurs only. The results can be referenced by other countries in general, and Chinese regions in particular.     

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.     

Exploring the involvement-patronage link in the phygital retail experiences

Phygital retail experiences connect physical and digital worlds together to create unique experiences among customers. Despite the widespread uses and applications of phygital retailing, the involvement-patronage link remains unexplored. This paper thus aims to make up this gap by examining the effects of customer involvement on their patronage intentions in the phygital retail context. More specifically, building on the social exchange theory, this paper mainly addresses the effects of five dimensions of involvement on customer engagement; and the influence of customer engagement on their patronage intentions in the phygital retailing. The role of customer innovativeness as a boundary condition is also explored. Data were collected from 237 customers who experienced phygital retail stores and analyzed through structural equation modeling. The results show that five facets of involvement (i.e., risk importance, risk probability, sign, interest, and pleasure) affect customer engagement, which eventually affects customers’ patronage intentions of phygital products. This study further identifies that the effects of each dimension of involvement on customer engagement are higher (lower) among the customers with high (low) innovativeness. The findings of the study offer significant theoretical and managerial implications.     

Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge

This study integrates the individual psychology constructs (personal innovativeness and subjective knowledge) with the Technology Acceptance Model to develop and test a model of airline passengers’ continuance intention towards online flight check-in services. Predictions were tested with data from a sample of airline passengers in China who have experienced the online check-in service. The findings of this study demonstrate that airline passengers’ innovativeness and subjective knowledge have a direct effect on continuance intention, and an indirect effect through partial mediation of perceived ease of use and perceived usefulness. Theoretical and managerial implications are discussed.     

An Empirical Study on the Factors Affecting Online Shopping Behavior of Millennial Consumers

The online market in India is growing at an exponential rate, predominantly driven by the massive and extensive promotional activities. This strategy may not be appreciable in the long run, hence a real value addition is essential, which is explored through this study. The main objective of this research is to study about the determinants that are affecting the online purchasing behavior of millennial consumers. Conceptual framework, which consists of four factors that may induce online purchase behavior among millennial consumers: consumer innovativeness, perceived benefits, perceived risks, attitude and intention. The population of the study is from the millennial customer’s segment of Chennai metro, Tamil Nadu, India, and the study used systematic random sampling. The statistical tools applied are chi-square, ANOVA, correlation, multiple regression, and factor analysis. From the outcomes of this study, factors influencing online purchase are analyzed, and suggestive strategies for online companies are recommended.