Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Ethical expectations and ethnocentric thinking: exploring the adequacy of technology acceptance model for millennial consumers on multisided platforms

Ethical expectations and ethnocentric thinking: exploring the adequacy of technology acceptance... Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by millennials. The purpose of this study is to comprehend the factors that lead to the adoption of MSPs by millennials beyond the factors identified in the technology acceptance model (TAM).Design/methodology/approachData was collected from 252 respondents through a structured survey questionnaire to comprehend MSP adoption. Partial least squares structured equation modelling was applied for analysis.FindingsThe theoretical lens of TAM was applied for the study. Results indicated that over and above TAM, millennials’ intention to use of MSPs was moderated by ethical expectations, as well as ethnocentric thinking. The study, thus, extended TAM theoretical conversation by including factors of consumer ethnocentric behaviour and customer ethical considerations.Research limitations/implicationsThis study modifies the TAM factors theoretically by including two new factors, namely, customers’ ethical expectations and ethnocentric thinking.Practical implicationsThis study results would help MSP firm managers comprehend the importance of consideration of consumer ethnocentric behaviour and customer ethical considerations. Thus, managers have to include in their MSPs’ aspects of customers’ ethical expectations and ethnocentric thinking while marketing their MSPs’ while doing business with millennials.Originality/valueThis was one of the first studies that extended TAM by adding the factors of ethical expectations and ethnocentric thinking in the context of MSP adoption for millennial customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Ethics and Systems Emerald Publishing

Ethical expectations and ethnocentric thinking: exploring the adequacy of technology acceptance model for millennial consumers on multisided platforms

Download PDF
25 pages

Loading next page...
 
/lp/emerald-publishing/ethical-expectations-and-ethnocentric-thinking-exploring-the-adequacy-QGlvpSka38
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2514-9369
DOI
10.1108/ijoes-04-2020-0039
Publisher site
See Article on Publisher Site

Abstract

Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by millennials. The purpose of this study is to comprehend the factors that lead to the adoption of MSPs by millennials beyond the factors identified in the technology acceptance model (TAM).Design/methodology/approachData was collected from 252 respondents through a structured survey questionnaire to comprehend MSP adoption. Partial least squares structured equation modelling was applied for analysis.FindingsThe theoretical lens of TAM was applied for the study. Results indicated that over and above TAM, millennials’ intention to use of MSPs was moderated by ethical expectations, as well as ethnocentric thinking. The study, thus, extended TAM theoretical conversation by including factors of consumer ethnocentric behaviour and customer ethical considerations.Research limitations/implicationsThis study modifies the TAM factors theoretically by including two new factors, namely, customers’ ethical expectations and ethnocentric thinking.Practical implicationsThis study results would help MSP firm managers comprehend the importance of consideration of consumer ethnocentric behaviour and customer ethical considerations. Thus, managers have to include in their MSPs’ aspects of customers’ ethical expectations and ethnocentric thinking while marketing their MSPs’ while doing business with millennials.Originality/valueThis was one of the first studies that extended TAM by adding the factors of ethical expectations and ethnocentric thinking in the context of MSP adoption for millennial customers.

Journal

International Journal of Ethics and Systems – Emerald Publishing

Published: Oct 19, 2020

Keywords: Technology acceptance model (TAM); Ethical expectations; Ethnocentric thinking; Millennial customers; Multisided platforms (MSP)

References

  • Investigating the influence of the most commonly used external variables of TAM on students’ perceived ease of use (PEOU) and perceived usefulness (PU) of e-portfolios
    Abdullah, F.; Ward, R.; Ahmed, E.
  • Value creation in innovation ecosystems: how the structure of technological interdependence affects firm performance in new technology generations
    Adner, R.; Kapoor, R.
  • The likert scale revisited
    Albaum, G.
  • Dependencies, complementor evolution, response strategies: joining a multi-sided platform ecosystem
    Altman, E.J.
  • User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust
    Amin, M.; Rezaei, S.; Abolghasemi, M.
  • The influence of ethnocentricity in purchase behavior and ethnocentric attitudes
    Aramendia-Muneta, M.E.; Reardon, J.
  • Estimating nonresponse bias in mail surveys
    Armstrong, J.S.; Overton, T.S.
  • On the evaluation of structural equation models
    Bagozzi, R.P.; Yi, Y.
  • Design and ownership of two-sided networks: implications for internet platforms
    Bakos, Y.; Katsamakas, E.
  • Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach
    Balabanis, G.; Diamantopoulos, A.
  • The architecture of platforms: a unified view
    Baldwin, C.Y.; Woodard, C.J.
  • Perspectives on socially responsible innovation and new product development utilities in India
    Bhattacharyya, S.S.
  • Reflections on strategic insights for winning in the complex emerging market of India
    Bhattacharyya, S.S.
  • Observations on the realities regarding corporate social responsibility from the emerging economy of India
    Bhattacharyya, S.S.
  • Expats in India: perspectives on difficulties of doing business in India and its implications of having born global firms from India
    Bhattacharyya, S.S.
  • Platform rules: regulation of an ecosystem by a private actor
    Boudreau, K.; Hagiu, A.
  • Sustainable business models as boundary-spanning systems of value transfers
    Brehmer, M.; Podoynitsyna, K.; Langerak, F.
  • How millennials are changing India's market dynamics
    Bundhun, R.
  • Relabeling internal and external validity for applied social scientists
    Campbell, D.T.
  • Economic and business perspectives on smartphones as multi-sided platforms
    Campbell-Kelly, M.; Garcia-Swartz, D.; Lam, R.; Yang, Y.
  • A research on measuring consumer ethnocentrism of young Turkish customers purchasing behaviors
    Candan, B.; Aydın, K.; Yamamato, G.T.
  • Mobile apps usage by Malaysian business undergraduates and postgraduates: implications for consumer behaviour theory and marketing practice
    Carter, S.; Yeo, A.C.M.
  • Factors affecting the online shopping behaviour: a study with reference to Bhilai durg
    Chandra, A.K.; Sinha, D.K.
  • The adoption of mobile app for B2C transaction in platform marketplace: an empirical examination of key drivers
    Chauhan, S.; Mukhopadhyay, S.; Jaiswal, M.
  • Air passengers' shopping motivation and information seeking behaviour
    Chung, Y.S.; Wu, C.L.; Chiang, W.E.
  • Implicit attitude measures: consistency, stability, and convergent validity
    Cunningham, W.A.; Preacher, K.J.; Banaji, M.R.
  • The elements of platform leadership
    Cusumano, M.A.; Gawer, A.
  • Shopping orientations and product usage rates
    Darden, W.R.; Reynolds, F.D.
  • Perceived usefulness, perceived ease of use, and user acceptance of information technology
    Davis, F.D.
  • Smartphone penetration in India is on the rise, set to reach 37.3 crore users in 2019
    De Mello, G.
  • E-consumer behaviour
    Dennis, C.; Merrilees, B.; Jayawardhena, C.; Tiu Wright, L.
  • Orchestrating innovation networks
    Dhanaraj, C.; Parkhe, A.
  • Eco-innovation: insights from a literature review
    Díaz-García, C.; González-Moreno, Á.; Sáez-Martínez, F.J.
  • A social conscience in the global marketplace? Labour dimensions of codes of conduct, social labelling and investor initiatives
    Diller, J.
  • What consumers know and what they do: an investigation of consumer knowledge, awareness, and use of privacy protection strategies
    Dommeyer, C.J.; Gross, B.L.
  • After millennials, Gen Z is about to reshape businesses
    Dutta, R.
  • Strategies for two-sided markets
    Eisenmann, T.; Parker, G.; Van Alstyne, M.W.
  • Opening platforms: how, when and why?
    Eisenmann, T.R.; Van Alstyne, M.
  • Perceived derived attributes of online customer reviews
    Elwalda, A.; Lü, K.; Ali, M.
  • India is a very important part of amazon's mission: Amit Agarwal
  • Some empirical aspects of multi-sided platform industries
    Evans, D.S.
  • The role of emotions for the perceived usefulness in online customer reviews
    Felbermayr, A.; Nanopoulos, A.
  • Structural equation modeling and regression: guidelines for research practice
    Fornell, C.; Larker, D.
  • Generation Y attitudes towards e-ethics and internetrelated misbehaviours
    Freestone, O.; Mitchell, V.
  • Customer knowledge management
    García-Murillo, M.; Annabi, H.
  • Platform dynamics and strategies: from products to services
    Gawer, A.
  • Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism
    Gonzalez-Fuentes, M.
  • Antecedents and outcomes of smartphone usage among Indian millennial travellers
    Gore, S.; Balasubramanian, S.; Paris, C.M.
  • Green purchasing and supply policies: do they improve companies’ environmental performance?
    Green, K.; Morton, B.; New, S.
  • Two‐sided platforms: product variety and pricing structures
    Hagiu, A.
  • Multi-sided platforms
    Hagiu, A.; Wright, J.
  • A less-developed country perspective of consumer ethnocentrism and ‘country of origin’ effects: Indonesian evidence
    Hamin, G.; Elliott, G.
  • How consumer ethnocentrism (CET), ethnocentric marketing, and consumer individualism affect ethnocentric behavior in China
    Han, C.M.; Guo, C.
  • Customer perceived value in BtB service relationships: investigating the importance of corporate reputation
    Hansen, H.; Samuelsen, B.M.; Silseth, P.R.
  • Humanising business through ethical labelling: progress and paradoxes in the UK
    Hartlieb, S.; Jones, B.
  • What catalyses mobile apps usage intention: an empirical analysis
    Hew, J.J.; Lee, V.H.; Ooi, K.B.; Wei, J.
  • The effects of positive and negative online customer reviews: do brand strength and category maturity matter?
    Ho-Dac, N.N.; Carson, S.J.; Moore, W.L.
  • Amazon India offers prime at half price to 18-24 year old customers: here’s how to get it
  • User preferences of social features on social commerce websites: an empirical study
    Huang, Z.; Benyoucef, M.
  • Consumer responses to company disclosure of socially responsible efforts
    Hyun-Hwa, L.; Lee, M.; Ma, Y.J.
  • Flipkart sold to Walmart: deal worth $16 billion, Sachin Bansal resigns and other key developments
  • Indian mobile commerce market to hit $19 billion by 2019: Study
  • Customer experience – a review and research agenda
    Jain, R.; Aagja, J.; Bagdare, S.
  • Awareness of service charges and its influence on customer expectations and perceptions of quality in banking
    Kangis, P.; Passa, V.
  • The psychological origins of perceived usefulness and ease-of-use
    Karahanna, E.; Straub, D.W.
  • Serving the poor: multisided mobile service platforms, openness, competition, collaboration and the struggle for leadership
    Karippacheril, T.G.; Nikayin, F.; De Reuver, M.; Bouwman, H.
  • Systems competition and network effects
    Katz, M.L.; Shapiro, C.
  • On the relationship between customer participation and satisfaction: two frameworks
    Kellogg, D.L.; Youngdahl, W.E.; Bowen, D.E.
  • Factors influencing online shopping during diwali festival 2014: case study of Flipkart and Amazon. in
    Khanna, P.; Sampat, B.
  • Dimensions of consumer information seeking behavior
    Kiel, G.C.; Layton, R.A.
  • Investigating customer resistance to change in transaction relationship with an internet vendor
    Kim, H.W.; Gupta, S.
  • A meta-analysis of the technology acceptance model
    King, W.R.; He, J.
  • An assessment of value creation in mobile service delivery and the moderating role of time consciousness
    Kleijnen, M.; De Ruyter, K.; Wetzels, M.
  • Decomposing the effects of online customer reviews on brand, price, and product attributes
    Kostyra, D.S.; Reiner, J.; Natter, M.; Klapper, D.
  • The future of Indian consumption, the millennial way
    Krishna, V.
  • Corporate social responsibility: a review of the top 100 US retailers
    Lee, M.Y.; Fairhurst, A.; Wesley, S.
  • Predicting the determinants of the NFC-enabled mobile credit card acceptance: a neural networks approach
    Leong, L.Y.; Hew, T.S.; Tan, G.W.H.; Ooi, K.B.
  • Towards an understanding of the behavioural intention to use a web site
    Lin, J.C.C.; Lu, H.
  • Generation X vs Generation Y – a decade of online shopping
    Lissitsa, S.; Kol, O.
  • The semantics of questionnaire rating scales
    Low, G.D.
  • Applying TAM across cultures: the need for caution
    McCoy, S.; Galletta, D.F.; King, W.R.
  • Selling to millennials with online reviews
    Mangold, W.G.; Smith, K.T.
  • Do customer reviews drive purchase decisions? The moderating roles of review exposure and price
    Maslowska, E.; Malthouse, E.C.; Viswanathan, V.
  • Collaborative consumption: the role of familiarity and trust among millennials
    Mittendorf, C.
  • The characterization of the millennials and their buying behavior
    Moreno, F.M.; Lafuente, J.G.; Carreón, F.Á.; Moreno, S.M.
  • What makes a helpful review? A study of customer reviews on amazon. com
    Mudambi, S.M.; Schuff, D.
  • Jio sparks disruption 2.0: infrastructural imaginaries and platform ecosystems in ‘digital India
    Mukherjee, R.
  • Two-sided internet platforms: a business model lifecycle perspective
    Muzellec, L.; Ronteau, S.; Lambkin, M.
  • With the world’s largest gen Z population of 356 million, will the ‘next big disruptor’ be from India?
    Nair, D.
  • Face validity revisited
    Nevo, B.
  • Digital information consumers, players and purchasers: information seeking behaviour in the new digital interactive environment
    Nicholas, D.; Dobrowolski, T.; Withey, R.; Russell, C.; Huntington, P.; Williams, P.
  • Managing platform ecosystems
    Parker, G.; Alstyne, M.V.
  • Shaping customer satisfaction through self-awareness cues
    Pham, M.T.; Goukens, C.; Lehmann, D.R.; Stuart, J.A.
  • Intention to buy eco-friendly packaged products among young consumers of India: a study on developing nation
    Prakash, G.; Pathak, P.
  • Corporate responsibility in the global economy: a business case
    Prout, J.
  • Interface characteristics, perceived ease of use and intention to use an online library in Malaysia
    Ramayah, T.
  • Using diffusion of innovation theory to model customer loyalty for internet banking: a TT millennial perspective
    Rambocas, M.; Arjoon, S.
  • Web-enabled supply chain management: key antecedents and performance impacts
    Ranganathan, C.; Teo, T.S.; Dhaliwal, J.
  • Young consumers’ valuations of new payment services
    Rehncrona, C.
  • Platform competition in two-sided markets
    Rochet, J.C.; Tirole, J.
  • Privacy, trust and security in two-sided markets
    Ruotsalainen, P.S.
  • The impact of cognitive absorption on perceived usefulness and perceived ease of use in on-line learning: an extension of the technology acceptance model
    Saadé, R.; Bahli, B.
  • Mediating the impact of technology usage on perceived ease of use by anxiety
    Saadé, R.G.; Kira, D.
  • Customer evaluation of products in a global market
    Samiee, S.
  • Young consumers’ insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image
    Sasmita, J.; Mohd Suki, N.
  • The impact of corporate social responsibility on firm value: the role of customer awareness
    Servaes, H.; Tamayo, A.
  • Consumer ethnocentrism: an integrative review of its antecedents and consequences
    Shankarmahesh, M.N.
  • Consumer ethnocentrism vs intercultural competence as moderators in intercultural service encounters
    Sharma, P.; Wu, Z.
  • Consumer ethnocentrism: a test of antecedents and moderators
    Sharma, S.; Shimp, T.A.; Shin, J.
  • Consumer ethnocentrism: construction and validation of the CETSCALE
    Shimp, T.A.; Sharma, S.
  • Mobile communications and mobile services
    Siau, K.; Shen, Z.
  • An empirical study on the factors affecting online shopping behavior of millennial consumers
    SivaKumar, A.; Gunasekaran, A.
  • Chinese perception and willingness to buy Taiwanese brands: the role of ethnocentrism and animosity
    Souiden, N.; Ladhari, R.; Chang, L.
  • A cost analysis of amazon prime air (drone delivery)
    Sudbury, A.W.; Hutchinson, E.B.
  • Technology acceptance model: a survey of literature
    Surendran, P.
  • The role of is capabilities in the development of multi-sided platforms: the digital ecosystem strategy of Alibaba. com
    Tan, B.; Pan, S.L.; Lu, X.; Huang, L.
  • Millennials in rural India shaping consumption patterns in the hinterland
    Tandon, S.
  • The effects of convenience and speed in m-payment
    Teo, A.C.; Tan, G.W.H.; Ooi, K.B.; Hew, T.S.; Yew, K.T.
  • Research commentary – platform evolution: coevolution of platform architecture, governance, and environmental dynamics
    Tiwana, A.; Konsynski, B.; Bush, A.A.
  • More diverse, more educated and more liberal: Gen Z
  • The metacognitive awareness listening questionnaire: development and validation
    Vandergrift, L.; Goh, C.C.; Mareschal, C.J.; Tafaghodtari, M.H.
  • A theoretical extension of the technology acceptance model: four longitudinal field studies
    Venkatesh, V.; Davis, F.D.
  • User acceptance of information technology: toward a unified view
    Venkatesh, V.; Morris, M.; Davis, G.; Davis, F.
  • Micro-foundation strategies of IOT, BDA, cloud computing: do they really matter in bottom of pyramid?
    Verma, S.; Sekhar Bhattacharyya, S.
  • Consumer ethnocentrism and attitudes toward domestic and foreign products
    Watson, J.J.; Wright, K.
  • Lower bounds on sample size in structural equation modeling
    Westland, J.C.
  • Mobile TV: a new form of entertainment?
    Wong, C.H.; Wei-Han Tan, G.; Loke, S.P.; Ooi, K.B.
  • Empirical study on continuance intentions towards e-learning 2.0 systems
    Wu, B.; Zhang, C.
  • Research on the e-commerce platform performance and green supply chain based on data mining and SVM
    Xu, Y.; Zhang, X.; Zhang, H.
  • Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior
    Yadav, R.; Pathak, G.S.
  • Online service quality dimensions and their relationships with satisfaction: a content analysis of customer reviews of securities brokerage services
    Yang, Z.; Fang, X.
  • Engaging millennials in an evolving web environment: some key points for e-retailers
    Yeap Ai Leen, J.; Thurasamy, R.; Omar, A.
  • Indian m-commerce market to more than double over next 4 years, set to be worth $54 bn
  • A catastrophe model for developing service satisfaction strategies
    Oliva, T.A.; Oliver, R.L.; MacMillan, I.C.
  • A technology acceptance model for empirically testing new end-user information systems: Theory and results
    Davis, F.D.