Dr. Debarun Chakraborty​

Authors: D.Chakraborty, Patre. S, Devisha.T.
Journal: Journal of Retailing and Consumer Services
Publication date: 01 Nov 2023
Publisher: Elsevier Ltd
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Abstract

The present work represents a mixed-method investigation to redefine Elaboration Likelihood Model (ELM) using some innovative variables to investigate dating-partner behaviour in the metaverse. In addition, it seeks proof that realistic threat and perceived trust have a moderating role in this proposed model. The research is split into two parts: in the first stage, dating app users’ responses have been collected from online reviews posted on social media sites. Python have been used to find out the constructs from the content analysis. Then using the constructs second phase have been started where the model has been validated by confirmatory analysis. Perceived trust moderates the association between perceived attitude and dating intention in Metaverse whereas realistic threat don’t have. Our research showed that apart from perceived accuracy of information all the other factors are having significant association towards perceived attitude. Our findings highlight the importance of both channels in persuading consumers to try out metaverse dating. In order to earn the users’ trust, they must resolve their concerns over privacy and security in the online world. To achieve this, strict user verification and security procedures should be implemented. © 2023 Elsevier Ltd.

Authors: Chakraborty. D, Singu .H.B, Kumar .A.K, Wendrila .B.
Journal: Journal of Business Research
Publication date: 01 Nov 2023
Publisher: Elsevier Inc.
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Abstract

The current study tries to better understand the different consumer barriers towards adoption of MDAs and their psychological and behavioural responses through the lens of innovation resistance and S-O-R framework respectively. A longitudinal study was conducted with two surveys spanning over a period of two years to attain the research goals with a sample size exceeding four hundred users from India for each of the two studies. The respondents were predominantly between 36 and 45 years of age. Risk barrier which was not a crucial factor towards purchase intention of MDAs in the first study turned to be a significant element in the later study. The study helped to generate a new insight about the cognitive and emotive states of consumers’ in adoption of MDAs. The new insights and clarity about the customer experience can help the pharmacy delivery companies to thoughtfully redesign such apps that can inspire, align and guide. © 2023 Elsevier Inc.

Authors: Sowmya. G, Chakraborty. D, Polisetty. A, Khorana. S, Buhalis. D. 
Journal: Psychology and Marketing
Publication date: 01 Oct 2023
Publisher: John Wiley and Sons Inc
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Abstract

Social media sites, such as Twitter, Instagram, and Facebook, are increasingly interconnected with the metaverse, which has forged a new digital connection between the users and community-building platforms. The increased accessibility of social media via smartphones provides opportunities for greater social interaction and facilitates users’ interaction online. As the metaverse and social media sites become increasingly connected it presents opportunities for the users to make new digital connections and socialize virtually. This study employs the Big Five personality theory to empirically test how the personality traits of Generation-Z impact on their intentions to socialize using innovative technology (metaverse). With Personal Innovation and Hedonic Motivation as moderators, we use a mixed-methods approach that employs a qualitative (n = 24) and quantitative study (n = 436) to understand why Generation-Z is inclined to use the metaverse for socializing. Confirmatory factor analysis and structural equation modeling analyse the data statistically. Results show that Openness has the highest impact on users’ intention to adopt the metaverse, followed by Extraversion and Agreeableness. Personal Innovation and Hedonic Motivation variables present evidence of positive moderation with the personality traits. Further, generation differences between cohorts and users’ personalities affects their willingness to adopt the metaverse. © 2023 Wiley Periodicals LLC.

Authors: Deshpande. R, Chakraborty. D. 
Journal: Prabandhan: Indian Journal of Management
Publication date: 01 Sept 2023
Publisher: Associated Management Consultants Pvt. Ltd.
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Abstract

This study aimed to assess the impact on Indian technology professionals’ career commitment through adverse career events such as career plateau and its manifesting factors. The key objectives of the study were: First, learn about the underlying factors that may have impacted ITians’ ability to curate sustainable career growth in IT; second, assay how these factors, in turn, could affect the overall IT career commitment; and third, analyze how perceived external employability could moderate the impact on career commitment. Methodology: A measurement model based on social cognitive theory, career plateau, and conservation of resources was designed. Three hundred sixty-one responses were received from Indian IT professionals using a structured questionnaire. SEM analysis was performed using AMOS to analyze the model’s and hypotheses’s validity. Findings: The results showed career commitment having a significant negative influence due to career plateau, the levels of which were alleviated when employees exhibited more vital growth aspirations coupled with a high sense of belief in their ability to acquire new skills and competencies continually. Practical Implications: This study provided a critical reference for employees to proactively curate career development strategies invigorating career commitment and long-term career growth prospects. It also generated insights for organizational policymakers to construct career development and training frameworks that could boost employee motivation, resulting in improved job engagement and productivity. Originality: To our knowledge, this is the first study to foray into analyzing the career commitment of Indian IT professionals and, as such, could serve as a robust foundation for future research on this topic, furthering knowledge of newer career patterns emerging in this sector. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

Authors: Verma. A, Chakraborty. D, Verma. M.
Journal: Journal of Retailing and Consumer Services
Publication date: 01 July 2023
Publisher: Elsevier Ltd
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Abstract

Food delivery applications (FDAs) have altered the way customers order and consume food. This was compounded by the COVID-19 pandemic, which imposed restrictions on people’s mobility. In this study, the authors have tried to determine which barriers affect consumers’ emotions and feelings, leading to satisfaction, repeat visit, and WOM recommendations. Method: ology: The Innovation Resistance Theory has been used to conduct the study. The Mixed Model is also framed to address the barriers faced by FDA users. This study also identifies key barriers of FDA (Value Barrier, Image Barrier, and Environment Barrier) and also studies their effect on consumer emotions and feelings in addition to the impact on repeat purchase behaviour, customer satisfaction and word of mouth recommendation. The data is collected from 392 respondents. Findings: The findings demonstrate that apart from the value barrier, all the other barriers have negative and significant impacts on consumers’ feelings and emotions. It further supports the mediation effect amongst consumer feelings and emotions, satisfaction, repeat purchase, and WOM recommended. The moderating effect of transaction cost has been shown with different associations. Implications: The service providers should make sure that all transactions are safe and secure and that food is delivered on time. They should also have good ways for customers to get in touch with them, so they will get orders from them. Originality: The focus of the study is on the link between satisfaction, repeat purchases, and word-of-mouth recommendations for FDA, which hasn’t been looked into in any previous studies. © 2023 Elsevier Ltd.

Authors: Siddiqui. M, Chakraborty. D, Siddiqui .A. 
Journal: Journal of Retailing and Consumer Services
Publication date: 01 July 2023
Publisher: Elsevier Ltd
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Abstract

This study aims to identify the factors that can influence consumer purchasing behaviour in the context of agri-food. Based on the Stimulus-Organism-Behaviour-Consequence theory, this study proposed a model to explain purchasing behaviour that included environmental factors as well as a set of cognitive processes. This study adopted a mixed method approach and in the first stage, a qualitative analysis was conducted to extract the constructs for the study. In the second stage, the quantitative analysis was performed by means of CB-SEM using 891 responses collected through a survey. This resulted in identifying the factors that influence agri-food purchasing behaviour. According to the findings, health consciousness and food safety concerns in the form of a stimulus have a positive relationship with agri-food image, agri-food label, and agri-food benefits acting as the organism. Similarly, the three organisms have a positive relationship with trust. Ethnocentrism is also found to have positive and significant association with trust. The combination of trust and ethnocentrism has consequences, in the form of agri-food purchase behaviour. The study’s findings have significant implications for marketers and marketing strategists. © 2023 Elsevier Ltd.

Authors: Dash. G, Akmal. S, Chakraborty. D. 
Journal: Indian Journal of Marketing
Publication date: 01 may 2023
Publisher: Associated Management Consultants Pvt. Ltd.
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Abstract

In this study, we provided an integrated framework to assess the determinants of intention to adopt and recommend mobile learning apps (MLA) in an emerging economy context. Methodology: We integrated diffusion of innovation (DOI) & DeLone and McLean’s information systems success model (D&M ISS Model). Four independent measures, compatibility, complexity, system quality, and information quality, were taken from the mentioned theories. Intention to adopt and intention to recommend are the dependent constructs. Intention to adopt also plays the role of mediator. Three hundred seventy-two participants from Saudi Arabia and India were included in the survey. Partial least squares (PLS) structural equation modeling (SEM) was used for the analysis. Findings: The results suggested that all the antecedents influenced the intention to adopt and recommend except for compatibility. Compatibility affected adoption intention only. The intention to adopt had a substantial impact on the recommendation intention. It also successfully mediated all the proposed relationships. In addition, a multi-group analysis (MGA) was also conducted to have country-specific results. Originality: We provided a new, comprehensive, and integrated model to assist learning app companies in implementing new technology. Two significant theories were integrated to provide a holistic and futuristic framework. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

Authors: Pahari. S, Polisetty,.A, Sharma. S, Jha. R, Chakraborty. D. 
Journal: Indian Journal of Marketing
Publication date: 01 March 2023
Publisher: Associated Management Consultants Pvt. Ltd.
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Abstract

The Indian banking sector has been at the forefront of accepting innovative technologies and has been changing over time. Indian banks are utilizing AI-powered technologies to automate labor-intensive operations, reduce operational costs, and increase revenue growth potential. Already, machines handle a large portion of mundane tasks. In order to increase security and transparency in payment fraud detection and prevention systems, financial institutions are also utilizing artificial intelligence (AI). But in recent days, Indian banks are facing huge issues with regard to AI adoption and implementation, which needs further investigation. The present work is a case study considering two leading private banks in India. The study revealed the critical driving force of AI maturity and the key concern areas that need to be adequately addressed to ensure long-term success regarding AI adoption in the Indian banking sector. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

Authors: Chakraborty. D, Siddiqui. A, Siddiqui. M.
Journal: Journal of Public Affairs
Publication date: 01 Feb 2023
Publisher: John Wiley and Sons Ltd
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Abstract

This study explores the factors that prevent citizens from using contact tracing apps (CTA). It uses the innovation resistance theory to construct a parsimonious data analysis model. Data are collected from 440 users of CTA, and an analysis using structural equation modeling is done. Moderation analysis is performed to measure the influence of trust on the relationship between independent and dependent variables. The results reveal that privacy concerns, functional complexity, and benefit ambiguity are the main factors causing hindrance in the adoption of CTAs. The study carries implications for public authorities and technology professionals for promoting and increasing the uptake of public-oriented mass-consumption technology. © 2022 John Wiley & Sons Ltd.

Authors: Chakraborty. D, Paul. J. 
Journal: Technovation
Publication date: 01 Feb 2023
Publisher: Elsevier Ltd
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Abstract

Healthcare services/products, such as medicine, consultation with doctors, lab tests, are growing in popularity, and their benefits are well known. Little is known about the consumption values that impact customers’ brand love despite the increased knowledge of healthcare apps. To overcome this hurdle, healthcare apps must improve client engagement by providing superior value propositions. This necessitates a thorough understanding of the healthcare app-specific consumption values. The current study uses the theory of consumption value to explain consumer behavior toward healthcare apps to fill this gap. Data from 878 healthcare app users is used to test the suggested model. The findings indicate that all the consumption values influence brand love toward healthcare apps, except social values, with the emotional value being the most important factor, followed by the conditional value. The mediating role of purchase intention and the moderating role of online risk perceptions and customer involvement in brand love is also confirmed. The study’s findings add to the body of knowledge about consumer behavior and practice. © 2022 Elsevier Ltd.

Authors: Debarun Chakraborty,  Dash. G.
Journal: British Food Journal
Publication date: 01 Jan 2023
Publisher: Emerald Publishing
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Abstract

Natural food products are becoming more popular, and their health-related benefits are widely acknowledged. The authors wanted to see the influence of different consumption values on purchase intention of natural food products. To address this gap, the current study proposes to use theory of consumption values to explain customers purchase intention towards natural food products. Design/methodology/approach: The authors used theory of consumption values (TCV), attitude and purchase intention to develop a comprehensive model. About 464 respondents have responded to the structured questionnaire which was floated through email and WhatsApp. Finally, the authors used structural equation modelling and moderation analysis to arrive at the final results. Findings: Except for social value, all constructs named conditional, functional, emotional and epistemic were found to have a favourable and significant impact on consumers’ purchase intention towards natural food products. The study shows that attitude has a moderating effect on the association between emotional value and purchase intention. Research limitations/implications: This research illuminates the TCV which enable the long-term use of natural food products. In addition, the importance of attitude as a moderator of purchase intent provides a deep understanding of customer behaviour. Originality/value: This model is the first of its kind in the current literature, using consumption values from the TCV with attitude to regulate purchase intention towards natural food products. In addition, theoretical advancements pave the path for future research. © 2022, Emerald Publishing Limited.

Authors: Debarun Chakraborty, Biswas. W.
Journal: South Asian Journal of Business and Management Cases
Publication date: 2023
Publisher: SAGE Publications Ltd
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Abstract

The study aimed to use the Stimulus-Organism-Response (S-O-R) framework to investigate the connection between personal safety, digital literacy, and social influence on the adoption of m-payment apps in the post-COVID-19 scenario. The study adopts a mixed-method approach. Initially, semi-structured are conducted to identify the constructs. Subsequently, empirical analysis is carried out to establish the relationship between different constructs. In the framework of the present investigations, personal safety, digital literacy, and social influence as stimuli (S) that affect an individual’s openness to change, which acts as organism (O), and in turn, it expresses an individual’s willingness to adopt the services of m-payment apps (R). Through structural equation modeling, responses from 429 consumers are used to evaluate a model incorporating the S-O-R framework with mediator, moderator, and control variables. The results showed a positive and significant relationship between personal safety, social influence, digital literacy, and m-payment adoption. Openness to change partially mediated all the associations, while user involvement moderated the associations between digital literacy, openness to change, and m-payment adoption. One of the study’s primary contributions is applying the S-O-R model in this context, along with mediating and moderating the influence of openness to change and user involvement. The study’s results enrich our understanding of consumer behavior and actual practices post-COVID-19. © 2023 IGI Global. All rights reserved.

Authors: Debarun Chakraborty, Aaradhi. V.
Journal: Higher Education, Skills and Work-based Learning
Publication date: 2023
Publisher: Emerald Publishing
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Abstract

This research intends to analyse the trend in educational technology (EdTech) over the last 20 years using systematic scientific mapping and bibliometric analysis and how it relates to the Indian context. Considering the anticipated growth in this field over the previous three years post-pandemic, an existing literature analysis is required. This study aims to map the existing intellectual structure in EdTech applications to extend the knowledge base further in this field. This study also intends to research how the Indian education sector compares in terms of the research output for the EdTech sector, considering the increased government focus on online learning as per the education policy in 2020. The study’s findings will pave the way for sustainable research that will be extended in the future. Design/methodology/approach: Bibliometric analysis is conducted on the manuscripts extracted from Web of Science databases for the last 20 years (from 2003 to 2023). This study uses a descriptive research approach for bibliometric analysis as, by nature, this is an exploratory investigation, and no physical or existing experiment can be performed on the quantification, characteristic or productivity of EdTech applications. VoS Viewer and R software are extensively considered for a detailed bibliometric analysis. Findings: E-learning, blended learning and distance education emerged as the most frequently used keywords. The results reveal that technology adoption, higher education, technology and modelling are the most researched topics in this field. Research limitations/implications: This research is limited to the last 20 years’ database obtained from the Web of Science database and limited to educational, management and operation databases only. Practical implications: The paper intends to analyse the global scenario of EdTech research and ensures that the paper will effectively connect with researchers, educators, policymakers and practitioners from different parts of the world. The results derived from the bibliometric analysis, cluster analysis and identification of key authors, journals and countries can contribute towards the improved contribution in this area. Originality/value: The paper discusses the research in EdTech over the last two decades and effectively tries to bridge the gap in global research. Integrating systematic scientific mapping and bibliometric analysis is an innovative way to assess the growth and impact of EdTech. Considering the post-pandemic scenario and the government’s emphasis on online learning, these are consistent with current developments. © 2023, Emerald Publishing Limited.

Authors: Debarun Chakraborty, Kar.A.K, Dennehy.D. 
Journal: Electronic Commerce Research
Publication date: 2023
Publisher: Springer
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Abstract

The technology advancement has contributed to the rise of Metaverse based technologies (MBT) in E-Commerce as a viable and practical alternative to traditional technologies. There are many unsolved questions about the effects of MBTs on the E-commerce industry and consumer behaviour, despite its obvious advantages, such as customization and flexibility. The long-term effects of the rise in MBTs during recent times, especially in the field of E-commerce, remain unknown. It’s important to note that the advent of MBTs has ramifications for both retailers and manufacturers, who may need to adjust their advertising approaches and data analytics accordingly. It’s also possible that MBTs growth will affect how manufacturers compete with one another. These are just a few of the many questions that need answering about MBTs in E-commerce, and more research is definitely needed. New investigations into any aspect of MBTSs in E-commerce, including but not limited to the following, will be the focus of this special edition.

Authors: Debarun Chakraborty, Polisetty. A, Kar.A.K, Pahari.S.   
Journal: Journal of Computer Information Systems
Publication date: 2023
Publisher: Taylor and Francis Ltd.
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Abstract

Artificial Intelligence (AI) is among the emerging technologies that offer potential competitive advantages, but there is insufficient evidence regarding its use in B2B SMEs in India. This study uses empirical methods to investigate the factors that lead to the successful adoption of AI practices by B2B SMEs in India, as well as the outcomes of this adoption. A conceptual model is formulated using the technology-organization-environment (TOE) framework, which examines how AI enablers and AI readiness influence the competitive advantage with due acceptance of AI practices. To test the theoretical framework, the study used a mixed-method approach; survey data was gathered from 866 employees (managers) of SMEs. The findings suggested that all the AI enablers except perceived benefits and role clarity significantly impacted AI readiness. Further, AI ethics, the moderator of the study, was found to be significant between perceived benefits, role clarity, perceived trust, and competitive advantage. © 2023 International Association for Computer Information Systems.

Authors: Debarun Chakraborty, Dash. G, Rishi. B, Akmal. S, Paul. J.
Journal: Journal of Global Information Management
Publication date: 2023
Publisher: IGI Global
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Abstract

The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marketing 4.0 framework in a cross-national emerging economy context. It proposes a model that examines the impact of Marketing 4.0 on the online customer experience (OCE) and online repurchase intention (ORPI). Five hundred twenty-eight online shoppers of the branded apparel segment from two emerging economies participated in the study. The findings indicate the validity of the adapted Marketing 4.0 scale across the samples. All the direct hypotheses are accepted except one proving the positive impact of Marketing 4.0 on the OCE and the ORPI. Furthermore, the OCE significantly mediates the relationships between Marketing 4.0 elements and the ORPI, except for brand interaction (BINT). © 2023 IGI Global. All rights reserved.

Authors: Debarun Chakraborty, Rana. N.P, Khorana. S, Singu. H.B, Luthra. S.
Journal: Journal of Computer Information Systems
Publication date: 2023
Publisher: Taylor and Francis Ltd.
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Abstract

The growing importance of Big Data in the food industry enables businesses to leverage information to gain a competitive advantage. This paper provides a systematic literature review (SLR) to provide an insight into the use of state-of-art of Big Data applications in the food industry. The SLR relies on available literature that provides the context, theoretical construct and identifies gaps. Based on the findings, we suggest recommendations, identify limitations and suggest policy implications and future directions. Using search databases were examined and 38 relevant studies were identified for retrospective analysis. The review shows that Big Data supports the food industry in ways that enable using Artificial Intelligence to manage restaurants and mobile based applications in supporting consumers with restaurant selection. This SLR open new avenues for future research in the importance of Big Data in the food industry, which will surely help researchers/practitioners in effective utilization of Big Data. © 2022 International Association for Computer Information Systems.

Authors: Debarun Chakraborty.
Journal: Journal of Computer Information Systems
Publication date: 2023
Publisher: Taylor and Francis Ltd.
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Abstract

This study aims to examine the purchase behaviour decision like drivers and barriers for Grocery Shopping Apps (GSAs) as well as discover the role of customer involvement in order to explain both the reasons as to why people refrain from purchasing from GSAs as well as what motivates them to buy groceries from GSAs. The study used the Stimulus-Organism-Response framework and Innovation Resistance Theory to learn about purchase intentions and behaviour towards GSAs. A longitudinal study has been conducted with 418 in the first phase and 392 in the second phase with the same set of respondents. Results show that people who are willing to switch from traditional stores to GSAs enjoy new experiences and new ways to use products. GSAs should think about how to get users interested in their apps and keep them interested, personalise their experience, and make features that make users care about the apps. © 2022 International Association for Computer Information Systems.

Authors: Aaliyah Siddiquia , Debarun Chakraborty, Mujahid Siddiqui, Dash. G, Mas. F.D.
Journal: Journal of Retailing and Consumer Services
Publication date: 01 Jan 2023
Publisher: Elsevier Ltd
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Abstract

This study aims to establish the consumption values which are instrumental in formation of trust and influences the repurchase intention of subscribing to over-the-top (OTT) platforms. We propose a succinct theoretical model by using the theory of consumption values (TCV). We also employ trust to extend our model. The analysis of the responses collected through a survey was rendered using structural equation modeling and further examination of the model was done by mediation and moderation analysis. The identified five values were found to have a significant influence on building trust, whereas with the exception of social value all other proposed values had a positive influence on the repurchase intention. The investigation of the mediation effect of trust was also found significant between the association of proposed consumption values and repurchase intention of the OTT platform. This study sheds light on the consumption values that ensure OTT platforms’ continuous use. Furthermore, the significance of trust as a predictor of intention continue subscription provides valuable insight into consumer behavior. The model used to examine the influence of consumption values in building trust is unique in the context of OTT platforms. This study also makes novel contributions for practitioners in the subscription-based online entertainment services. The online content creators as well as strategy managers can derive beneficial gains from the findings of the study. © 2022 Elsevier Ltd.

Authors: Aaliyah Siddiquia , Debarun Chakraborty, Mujahid Siddiqui
Journal: Journal of International Food and Agribusiness Marketing
Publication date: 2023
Publisher: Routledge
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Abstract

The purpose of this study is to identify the consumption values that drive the purchase intention of Agri-food products (AFP) produced by local entrepreneurs, and how their entrepreneurial spirit can moderate the interplay between values and purchase intention. A sample of 428 users of AFP was drawn to test the model comprising three consumption values with inclusion of trust as a mediator and entrepreneurial spirit as moderator of the relations between constructs. The model was tested using structural equation modeling. Only functional value has a significant influence on trust, whereas all three consumption values influence the purchase intention also trust partially mediated the relationship of consumption values and purchase intention. Entrepreneurial spirit moderates the association of purchase intention with emotional value and trust. The consumption value theory in the context of AFP produced by local entrepreneurs is unique to this study. © 2022 Taylor & Francis Group, LLC.