Sabita Mahapatra

Bio: Sabita Mahapatra is an academic researcher from Indian Institute of Management Indore. The author has contributed to research in topics: Rough set & Service quality. The author has an hindex of 7, co-authored 9 publications receiving 167 citations.

Smartphone addiction and associated consequences: role of loneliness and self-regulation

Abstract: The ‘smartphone addiction’ is a popular theme in media. It has number of clear behavioural changes in addicts’ life and some of these aspects are yet to get due research attention. The present stud...

Mobile shopping among young consumers: an empirical study in an emerging market

Abstract: Purpose Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone. Design/methodology/approach This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents. Findings The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience. Research limitations/implications This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results. Practical implications This study provides insights to retailers and brand managers for crafting their mobile marketing strategies. Originality/value This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.

Acceptance and forwarding of electronic word of mouth

Abstract: Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus. Design/methodology/approach Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India. Findings Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it. Research limitations/implications This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM. Originality/value This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

Attribute selection in marketing: A rough set approach

Abstract: Using an illustrative case study on the Indian cosmetic industry, this paper illustrates the advantages of the rough set approach over conventional techniques for the extraction of decision rules from data sets, which can be useful in various marketing applications. The rule generated through the methodology can act as an ‘expert’, which may be referred to in future strategic decision-making. The approach gives results similar to the results obtained through statistical methods but without making any assumption.

A comparative study of service quality between private and public hospitals: Empirical evidences from India:

Abstract: Significant growth along with higher purchasing power of Indian customers has led to stiff competition in Indian healthcare sector. Customer perception of service quality plays a significant role w...

Shared Decision-making in the Medical Encounter: What Does It Mean? (Or, It Takes at Least Two to Tango)

Abstract: Shared decision-making is increasingly advocated as an ideal model of treatment decision-making in the medical encounter. To date, the concept has been rather poorly and loosely defined. This paper attempts to provide greater conceptual clarity about shared treatment decision-making, identify some key characteristics of this model, and discuss measurement issues. The particular decision-making context that we focus on is potentially life threatening illnesses, where there are important decisions to be made at key points in the disease process, and several treatment options exist with different possible outcomes and substantial uncertainty. We suggest as key characteristics of shared decision-making (1) that at least two participants-physician and patient be involved; (2) that both parties share information; (3) that both parties take steps to build a consensus about the preferred treatment; and (4) that an agreement is reached on the treatment to implement. Some challenges to measuring shared decision-making are discussed as well as potential benefits of a shared decision-making model for both physicians and patients.

The value proposition of food delivery apps from the perspective of theory of consumption value

Abstract: Purpose The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context. Design/methodology/approach An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling. Findings The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs. Research limitations/implications The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions. Originality/value It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.