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Full-Text Articles in Business
Consumer Engagement With Self-Driving Cars: A Theory Of Planned Behavior-Informed Perspective, Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson
Consumer Engagement With Self-Driving Cars: A Theory Of Planned Behavior-Informed Perspective, Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson
Marketing Faculty Publications and Presentations
Purpose
This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.
Design/methodology/approach
To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).
Findings
The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.
Originality/value
While prior research has examined consumer-based drivers of SDC …
Engaging With Omnichannel Brands: The Role Of Consumer Empowerment, Omar S. Itani, Sandra Maria Correia Loureiro, Zahy Ramadan
Engaging With Omnichannel Brands: The Role Of Consumer Empowerment, Omar S. Itani, Sandra Maria Correia Loureiro, Zahy Ramadan
Marketing Faculty Publications and Presentations
Purpose
This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.
Design/methodology/approach
Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized.
Findings
The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect …