The current literature suggests that the concept of consumer innovativeness is universally applicable. Innovators are believed to be novelty seekers and risk takers independent of their national identity, and therefore to be attracted to similar characteristics of an innovation across most countries. However, research in intercultural marketing has shown that cultural norms and values have vary...

The current literature suggests that the concept of consumer innovativeness is considered to be universally applicable. Innovators are believed to be novelty seekers and risk takers independently of their national identity, and therefore would be attracted to similar characteristics of an innovation across most countries. Though, research in intercultural marketing has long shown that cultural ...

After more than ten years of widespread use of e-commerce, there are still only a few models to specify the connection between consumer acceptance and the characteristics of an online shop. In particular, the available literature does not provide any constructs to evaluate the most basic functionality of an online shop: its search features. In this paper we describe a shopping experiment to val...

This study aims to investigate the effect of perceived value of banking services on the key indicators of consumer behavior. The study population includes the customers of private banks in Tehran City. The data collection tool used in this study is a questionnaire the face validity of which was confirmed by the experts and respondents and the reliability of which was measured and confirmed usin...

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overa...

Covid-19 pandemisi başta sağlık olmak üzere toplumsal hayatı birçok yönden etkilemektedir. Pandeminin etkilediği önemli alanlardan biri de ekonomidir. Pandemi işletmeyi ekonomik olarak Geleneksel pazarlama yöntemlerini kullanarak satış gerçekleştiren firma pandemi nedeniyle ürünlerini internet üzerinden satmaya başlamıştır. Çünkü tüketici bu dönemde yoğun alışveriş yapmaktadır. Bu alışverişlerd...

Consumer adoption of e-services is an important goal for many service providers, however little is known about how different consumer segments perceive and evaluate them for adoption. The Technology Acceptance Model (TAM) explains information systems evaluation and adoption, however the Internetdelivered e-services context presents additional variance that requires supplemental measures to be a...