01
Original Article
Open Access
Moderating Effects of Generation Y’s Online-to-Offline E-Commerce (O2O E-Commerce) Shopping Experience
Salitta Saribut
· pp. 8–25
DOI: 10.17010/ijom/2022/v52/i8/171221
This research aimed to study the moderating effects of Generation Y’s online-to-offline e-commerce (O2O e-commerce) shopping experience. The data were collected utilizing an online questionnaire. The sample included 349 customers aged between 18 – 38 years. Descriptive statistics were used …
Keywords:
Moderating effects, generation Y, e-commerce, online-to-offline, O2O e-commerce, shopping experience, business administration, business economics, marketing and advertising
02
Original Article
Open Access
Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion
Susobhan Goswami, Nataraj Balasubramanian
· pp. 26–40
DOI: 10.17010/ijom/2022/v52/i8/171222
This research aimed to analyze the antecedents of brand advocacy and investigate the mediating role of brand love and brand passion. This research used a structured questionnaire and an online survey to collect the responses. The proposed hypotheses were tested …
Keywords:
Brand advocacy, brand love, brand passion, self-brand connect, mediation, serial mediation
03
Original Article
Open Access
Influence of Consumers’ Self Perception on Devaluation of Ugly Produce – Marketing Strategies to Reduce Food Waste in the Indian Context
Avil Terrance Saldanha, Rekha Aranha
· pp. 41–50
DOI: 10.17010/ijom/2022/v52/i8/171223
Ugly produce refers to aesthetically imperfect fruits and vegetables and also fruits and vegetables with minor blemishes. Ugly produce does not refer to spoilt, rotten, or germ-infected fruits and vegetables. The basic premise of this study is from self-signaling and …
Keywords:
Ugly produce, self-signaling, self-perception, food waste
04
Original Article
Open Access
Shopping with Voice Assistant: Understanding Consumer Intention and the Mediating Role of Trust
Naveen Kumar, Vasundhra Singh
· pp. 51–65
DOI: 10.17010/ijom/2022/v52/i8/171224
Voice assistants are a new smart tool in the market to assist and ease the shopping process for consumers. A voice assistant, along with its in-built artificial intelligence, makes consumer and device interaction more humanlike and personal. Despite a promising …
Keywords:
Voice assistant, intention, interaction quality, system quality, information quality, trust
