Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user’s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context. # 2001 Elsevier Science B.V. All rights reserved.

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Beyond the Usefulness and Ease of Use : Extending the TAM for a World - Wide - Web Context

Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior.

On "Green Marketing"

Background: Internet safety programs urge youth to avoid sharing personal information and talking with "strangers" online. Objective: To examine whether sharing personal information and talking with strangers online or other behaviors are associated with the greatest odds for online interpersonal victimization. Design: The Second Youth Internet Safety Survey was a cross-sectional random digit-dial telephone survey. Setting: United States. Participants: A total of 1500 youth aged 10 to 17 years who had used the Internet at least once a month for the previous 6 months. Main Exposure: Online behavior, including disclosure of personal information, aggressive behavior, talking with people met online, sexual behavior, and downloading images using file-sharing programs. Outcome Measure: Online interpersonal victimization (ie, unwanted sexual solicitation or harassment). Results: Aggressive behavior in the form of making rude or nasty comments (adjusted odds ratio [AOR], 2.3; P<.001) or frequently embarrassing others (AOR, 4.6; P=.003), meeting people in multiple ways (AOR, 3.4; P<.001), and talking about sex online with unknown people (AOR, 2.0; P=.02) were significantly related to online interpersonal victimization after adjusting for the total number of different types of online behaviors youth engaged in. Engaging in 4 types of online behaviors seemed to represent a tipping point of increased risk for online interpersonal victimization (OR, 11.3; P<001). Conclusions: Talking with people known only online ("strangers") under some conditions is related to online interpersonal victimization, but sharing personal information is not. Engaging in a pattern of different kinds of online risky behaviors is more influential in explaining victimization than many specific behaviors alone. Pediatricians should help parents assess their child's online behaviors globally in addition to focusing on specific types of behaviors.

Internet prevention messages : Targeting the right online behaviors. Commentary

https://cronfa.swan.ac.uk/Record/cronfa38958/Download/0038958-06032018151557.pdf

Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages

Assessing the determinants of internet banking adoption intentions

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.,A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.,The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.,Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.,Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.,The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.

Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior

PurposeThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.Design/methodology/approachA positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour.FindingsStudy findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green marketing and purchase behaviour. Empirical results from this study also confirm the mediating role of price on the relationship between green marketing strategies and purchase behaviour.Research limitations/implicationsWhile this study is limited to a single country Ghana, the findings can have far-reaching implications for many countries in the emerging markets sector. The study provides a vivid illustration of how environmental concerns can affect consumers' attitude towards products or services.Practical implicationsPolicy on environmental issues can be developed from this study. Marketers can be more effective at how to effect consumer behaviour using findings from this research.Social implicationsFirms employing green marketing strategies must be aware of the importance the youth places on sustainability and develop strategies that enhance social acceptance by the youth.Originality/valueTo the authors' knowledge, sustainable and environmental issues have been researched on, but pricing and advertising have not been used as a mediating variable on purchasing behaviour in Ghana. Moreover investigation of green marketing strategies and purchase behaviour, advertising packaging and brand loyalty using structural equation modelling analysis within the Ghanaian public space is unique.

Green marketing and the SDGs: emerging market perspective

The purpose of this study is to have a clear understanding of how sponsorship contributes positively to marketing communications performance. The methodology is based on social survey technique, which examines opinions, behaviors, and perceptions by asking people questions. Questionnaires were used to collect quantitative data to ensure a structured approach. An increase in brand awareness, brand preferences, brand recall, projecting the company’s image and above all goodwill, can lead to increased sales, and consequently increase organizational value, indicating that sponsorship contributes positively to marketing communication performance. Due to the limited resources, future research needs to examine sales as an additional factor to measure the effect of sponsorship on marketing communication performance to give a better view of the effect of sponsorship. For firms, the study indicates that sponsorship contributes positively to marketing communication performance and consequently increase organizational value.

	 

	Key words: Sponsorship, Ghana, brand image, goodwill and marketing communication performance.

The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana

This study seeks to determine a set of attributes that influence the adoption mobile banking innovation among university students in Ghana since most banks have started reaching their customers directly via mobile phones. A quantitative approach was used to obtain data collect from cohort of 550 undergraduate students who are frequent users of mobile phone devices. Data was analysed with SPSS software which measured factors such as relative advantage, compatibility, observability, complexity, perceived risk, trialability and service satisfaction as critical factors influencing the adoption of mobile banking in Ghana. Further, the study revealed that mobile banking was compatible with their life styles. This research adds value to existing studies on mobile banking especially in Sub Saharan African where adoption of mobile phone innovation has become the lifestyle of people hence commercial banks are using it to promote their services. Mobile banking projects Ghana as an emerging innovation adopter and a catalyst for Africa’s socio- economic development. Finally, it provides opportunity for marketers at strategic positions in telecommunication and banking sectors to focus on student cohort as essential target market for rapid growth.

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Banking Innovation in Ghana: Insight of Students' Adoption and Diffusion

This study aimed to evaluate the financial wellbeing experiences of digital payment systems in Ghana, an emerging economy, using a case study with special emphasis on gender and age. Quantitative d...

Robert Kwame Dzogbenuku

Papers

Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior

Green marketing and the SDGs: emerging market perspective

The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana

Banking Innovation in Ghana: Insight of Students' Adoption and Diffusion

Digital Payments and Financial Wellbeing of the Rural Poor: The Moderating Role of Age and Gender