Page 8 - Faculty Research Publication Booklet_Apr 2022_Mar 2023_Final

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Anshu, K., Shankar, A., Behl, A., Pereira, V., & Laker, B. (2022).
Impact of barriers of value co-creation on consumers’

innovation resistance behavior: Investigating the

moderation role of the DART model. Technological
Forecasting and Social Change, 184, 122.

This study investigates the influence of barriers to value co-creation
(VCC) on consumers’ resistance behavior in the online B2C retailing
context. The study also examines the moderation effect of the
dimensions of the DART model, such as dialogue, accessibility,
risk, and transparency. Structural equation modeling and Process
macro were applied to analyze 524 responses collected through an
online questionnaire. The study found inertia, perceived complexity,
perceived risk, and perceived justice as crucial barriers. The dialogue,
accessibility, risk assessment, and transparency were found to be
Kapoor, A., Sindwani, R., Goel, M., crucial moderators. This study enriches the consumers’ resistance

& Shankar, A. (2022). Mobile wallet behavior literature. The study findings help marketers develop
strategies to enhance value co-creation and reduce the consumers’
adoption intention amid COVID-19 resistance behavior toward online shopping.
pandemic outbreak: A novel conceptual
framework. Computers & Industrial

Engineering, 172, 108646.

This research aims to explore adoption intention towards mobile wallet (m-wallet) amid COVID-19 outbreak using
mediated-moderation framework. This study, in its uniqueness, utilizes the stimulus-organism-response (S-O-R) theory

as its theoretical base. The study investigated the effect of relative advantage, ease of effort, favorable infrastructure
conditions, security considerations, and touch-free transactions on m-wallet adoption. The model includes perceived

values as a mediator and perceived critical mass (PCM), promotional benefits (PBs) and users’ demographics as
moderators for deeper understanding of the phenomenon.

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