01
Original Article
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Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review
Dinesh Sharma, Tapan Kumar Panda
· pp. 8–32
DOI: 10.17010/ijom/2025/v55/i2/174746
Purpose: Increasing research on multi-channel identifies various disconnected factors influencing customer decision-making behavior. Collecting and synthesizing this data was imperative to provide practitioners with pertinent insights. This paper examined the current research on multi-channel retailing consumer decision outcomes (CDOs) from …
Keywords:
consumer perceived value (CPV), consumer decision outcome (CDO), multi-channel/omnichannel, retail marketing and management, systematic literature review
02
Original Article
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Effects of Sensation Seeking, Creator Attractiveness, Content Novelty, and Credibility on Branded Entertainment
Jungryum Kim, Dahyun Hong, Jong Woo Jun
· pp. 33–52
DOI: 10.17010//ijom/2025/v55/i2/174747
Purpose: This study explored the effects of branded entertainment on the information processing of consumers. It proposed modeling factors influencing consumer behaviors. Methodology: Using Korean female consumers as research samples, this study collected survey samples, and tried to identify the …
Keywords:
sensation-seeking, content novelty, attractiveness, advertising credibility, purchase intentions, and word-of-mouth
03
Original Article
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A Transaction Cost-Benefit for the Bottom of the Pyramid Market
Pranay Verma
· pp. 53–68
DOI: 10.17010/ijom/2025/v55/i2/174748
Purpose: Transaction cost benefit is the prime reason for the adoption of technology by the bottom of the pyramid who survive on agriculture. This article empirically tested perceived economic well-being (PEWB) and conspicuous consumption (CC) for being the antecedents of …
Keywords:
perceived economic well-being, conspicuous consumption, transaction cost benefits, BoP
04
Original Article
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Drivers Influencing Consumers’ Adoption of Over-the-Top Video Streaming Platforms: An Exploratory Sequential Analysis
Pratibha Garg, Neha Gupta
· pp. 69–85
DOI: 10.17010//ijom/2025/v55/i2/174749
Purpose: The present study focused on evaluating the drivers influencing the consumer’s selection of over-the-top (OTT) video platforms in India. The popularity of streaming services has been increasing worldwide and has changed the media industry’s traditional practices in terms of …
Keywords:
streaming services, technology acceptance model, social influence, perceived enjoyment, fuzzy AHP, sensitivity analysis
