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Purpose: The purpose of the study is to identify drivers of mobile massive open online course (MOOC) continuous intention (CI) through the lenses of customer perceived value (CPV) theory. Consumer choice is successfully explained by CPV, but lesser attention is given to linking the theory to the mobile MOOC context whereby the majority of theories have adopted approaches like technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), etc. Design/methodology/approach: A mix-method approach was employed. Study A (qualitative), explores context-specific perceived value (PV) dimensions using nethnographic analysis of 627 learner reviews on Corsera app. Study B (quantitative), collects primary data by administering a questionnaire based on dimensions, and 231 responses were then analysed using structural equation modelling. Findings: The results revealed that three context-specific PVs (i.e. pedagogy, interface and content) have a positive and significant impact on CI. Pedagogy value is a chief driving force of mobile MOOC CI followed by content value. Ubiquity value demonstrated insignificant impact. Practical implications: The findings provide insights for MOOC apps and their developers for formulating better value propositions for ensuring sustainable business which may result in gaining a higher share in the growing mobile learning market. Originality/value: This study bridges an important gap in mobile MOOC literature by providing a novel approach to investigating what drives mobile MOOC CI through the lenses of CPV theory. It is the first study investigating mobile MOOC CI through the specific CPV dimensions identified by employing a mixed-method approach. The study formulates a conceptual framework that may serve as a foundation for future research on mobile MOOCs for which literature is relatively scant.

Retailers need to adopt an omnichannel strategy to survive and thrive in the digital era, considering the industry's competitiveness and technological disruption. If sources of consumer value in omnichannel commerce are not fully understood, retailers may not be able to respond and adapt to this crucial transition since customers are value-conscious in addition to having changing buying habits. Our study aims to uncover sources of customer value specific to the context of omnichannel retailing. Bibliometric data from 295 Scopus-indexed articles related to customer value in omnichannel retailing was retrieved and subjected to network analysis and science mapping using VOS Viewer and Biblioshiny app respectively. Our findings identified five clusters of customer value in omnichannel retailing and seventeen research themes that can be classified into four categories (established, emerging, niche, and basic). Based on these insights, we propose five dimensions of omnichannel retail value. Additionally, a future research agenda for the field is offered along with the identification of core research gaps. [ABSTRACT FROM AUTHOR]

Scales are developed with rigorous theoretical and statistical procedures, and they play a paramount role in the predictions of the outcome of constructs. However, it was found in the extant literature that the development of several scales was done without adherence to standard practices. This article aims to critically review the procedures used for the scales developed in the context of online consumers, highlight limitations, discuss their implications, and recommend the best practices for future research. Scale development studies published in journals indexed in reputed international databases were selected for meta-synthesis. The present study analysis was divided according to the primary stages of the scale development process namely development, data collection, analysis, and reporting. Common issues, such as unsuitable qualitative analysis methods, improper sampling technique, sample size, sample composition, and non-adherence to the reporting standards were recorded. At the end of this study, 15 recommendations were formulated, which would help strengthen the future scale development process in the context of online consumers. [ABSTRACT FROM AUTHOR]

Purpose: This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance analysis of publications in the field and identifies the most important stakeholders of the stated topic. Design/methodology/approach: The Web of Science database was used to retrieve the publications that were relevant to the topic between 2012 and 2022. Biblioshiny, a shiny app for the Bibliometrix R package, is used to conduct a bibliometric analysis by decoding the results into several visual representations. Findings: This report includes the most prolific contributors, keyword analysis results, productive nations, authors and connections, as well as the most often cited publications on VR in DM. In DM research, numerous perspectives on VR were looked at, explored and revealed. Practical implications: The findings provide a new perspective and understanding of the issue for researchers in order to improve their research insights in the field. This study will also benefit marketing practitioners in ensuring the sustainability and innovativeness of technology used to run their DM campaigns. Originality/value: This research provides the first bibliometric analysis of the citation works and productivity in the field of VR in DM using Biblioshiny, identifies core research gaps and provides future research agenda which can be useful to advance the research understanding in this context. [ABSTRACT FROM AUTHOR]

An ample of studies have recently been conducted to explore and analyze the predictors of students' e-learning satisfaction (ELS) during the COVID 19 pandemic lockdown. However, research is scarce on investigating mediating roles of key aspects, such as students' learning stress (SLS) and students' willingness to learn (SWL). This research intends to investigate mediating effect of SLS and SWL in relationships among selected IT characteristics factors and ELS during lockdown enforced to curb the COVID 19 pandemic. Selected factors of IT characteristics are IT complexity, IT pace change and IT presenteeism. The data was collected through online questionnaire survey on 470 students in Malaysia selected by employing the convenience sampling during the Movement Control Order period when universities and colleges shifted to online learning platforms. The data was then subjected purification, assessment of normality and reliability. Thereafter, confirmatory factor analysis and validity assessment were conducted. Finally, hypotheses were tested by formulating structural equation model using IBM SPSS AMOS 24.0. The mediation effects were tested by developing parallel mediation structural model. The findings show that SLS fully mediates relationship between IT pace change and ELS. Students' willingness to study fully mediates relationships between IT presenteeism and IT pace change with ELS. [ABSTRACT FROM AUTHOR]