Faculty Publications
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Item 'Watch and Buy' and its impact on online retailers and manufacturer: A Stackelberg and Nash game analysis(Institute of Electrical and Electronics Engineers Inc., 2023) Raju, S.; Rofin, T.M.; Kumar, S.P.; Islam, S.M.N.'Watch and Buy' or live stream (LS) selling is a novel selling method where an influencer will showcase the product through an LS channel or social media; the consumer can interact with the influencer and buy the product online. Our study, for the first time, analyses the pricing decisions of an LS channel when they competes with the traditional online retailer (OR). We also analysed the impact of LS on OR and the product manufacturer (PM). Later, we examined the effect of conversion rate and revenue sharing contract on the supply chain partners' profit. This study's findings can act as a starting point for the analytical studies in LS selling and can aid the management practitioners of LS, OR and PM to optimise their profit. © 2023 IEEE.Item Predicting the Determinants of Augmented Reality Technologies in E-commerce Applications: A SEM and ANN Modeling(Springer Science and Business Media Deutschland GmbH, 2025) Anand, K.; Sheena, S.Augmented reality (AR) technologies are the most promising technologies for e-commerce applications. This study has used the UTAUT theory, extending with privacy risk, which may impact the user’s decision to try AR features in e-commerce apps. The paper investigated factors using a two-stage approach comprising of Structural Equation Model (SEM) and an Artificial Neural Network (ANN). The validation of the model is performed with the IBM SPSS AMOS 24 and IBM SPSS 25 software. The results revealed performance expectancy as a noteworthy determinant through the analysis. Further privacy risks involved while using AR features of online shopping apps negatively impact the influence on the choice of the users to try out the technology. The proposed model has explained the user behavioral intention with 36.7%, whereas using ANN has predicted with an accuracy of 48.9%, indicating the model has high predictive power. This study’s theoretical and practical insights will contribute to developing and refining augmented reality systems in e-commerce applications. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.Item Customer loyalty development in online shopping: An integration of e-service quality model and commitment-trust theory(Growing Science info@growingscience.com, 2018) Goutam, D.; Gopalakrishna, B.V.The aim of this study is to explore the determinants of cognitive loyalty in an online shopping environment. The study established a theoretical model by incorporating both e-service quality model and commitment-trust theory. A total of 937 responses were collected form Indian online shoppers by using the mail survey method. We assessed measurement model and structural model by using SPSS and AMOS. Study outcomes confirm that customer satisfaction, e-trust, commitment, and cognitive loyalty were strongly influenced by e-service quality and perceived value. Further, satisfaction had direct and positive influence on both e-trust and commitment but not on cognitive loyalty. E-trust had a positive impact on e-commitment and cognitive loyalty. Lastly e-commitment had a positive influence on cognitive loyalty. Based on the existing literature, there was a dearth of theoretical understanding of cognitive loyalty in an emerging economy perspective. Thus, the current study accomplished the critical theoretical gap by encompassing previous investigations. We examined the phenomenon of customer loyalty by integrating e-service quality model and commitment-trust theory in business to consumer e-commerce environment while considering e-satisfaction as a mediator, highlighting the originality and contribution of the current research to the online consumer loyalty literature. © 2018 by the authors; licensee Growing Science, Canada.Item An empirical examination of user’s adoption of AR in e-commerce apps in a developing country: evidence from India(Emerald Publishing, 2025) Anand, K.; S, S.Purpose The e-commerce industry is witnessing rapid growth by offering convenience in shopping. However, it fails to provide a virtual experience of the products, creating excessive product returns and posing challenges to the companies, customers and environment. The use of augmented reality (AR) bridges the gap between the customers and products. The purpose of this study is to explore the customer perspective towards adopting AR in online shopping, which can reduce excessive product returns, creating sustainable business practices. Design/methodology/approach Online survey was used in the data collection process. A total of 1,029 valid responses collected via judgement sampling were analysed using covariance-based structural equation modelling with AMOS software. Findings Trust is significantly influenced by performance expectancy, effort expectancy, social influence and facilitating conditions. Likewise, performance expectancy, hedonic motivation and trust significantly affect behavioural intention. Meanwhile, effort expectancy, social influence, facilitating conditions on behavioural intention and hedonic motivation on trust were found to have an insignificant influence. Practical implications This study investigates users’ behavioural intention towards AR in online shopping apps using the Unified Theory of Acceptance and Use of Technology (UTAUT2) with trust in the Indian context, providing valuable insights into implementing AR technology and enhancing the realism of virtual product experiences. Originality/value This study aims to investigate users’ behavioural intention by providing a research model that extends the UTAUT2 model, including trust. The objective is to analyse the factors influencing the adoption of a novel technology in a developing country, specifically in the Indian context. © 2025 Emerald Publishing LimitedItem Pricing strategies for dual-channel supply chain members under pandemic demand disruptions(Springer Science and Business Media Deutschland GmbH, 2025) Raju, S.; Rofin, T.M.; Kumar, S.P.The COVID-19 pandemic created an unprecedented disruption and has checked the robustness of the global supply chains. This article, for the first time, addresses a Dual Channel Supply Chain (DCSC) competition between an upstream manufacturer and downstream traditional retail stores (r-store) and electronic stores (e-store) under pandemic-induced demand disruptions. We employed the Stackelberg game to model the multi-agent interaction among the upstream manufacturer and downstream r-store and e-store. The competitive subgame between r-store and e-store was modelled using a horizontal Nash game, assuming their comparable channel power. To assess the impact of demand disruption, the benchmark pre-pandemic setting was compared against panic buying, lock-down, and post-lock-down situations in alignment with the actual occurrence of events. The optimal pricing strategies and consequent profit functions of all the channel members were derived by conducting an equilibrium analysis. Further, a computational analysis using Monte-Carlo simulation was conducted to obtain managerial insights. The study found that r-store profited the most during the panic buying period, except for high-cost products. On the other hand, the e-store benefited significantly during the post-lock-down period. The lock-down period was unfavorable for both r-store and e-store. Manufacturers achieved maximum profits during panic buying, especially for essential goods. Both lock-down and post-lock-down periods were less favourable for the upstream channel partner. Findings from the study will aid the management practitioners in developing policies to make the DCSC robust during pandemic disruptions. © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2025.