Faculty of Agribusiness and Entreprenuership

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Author: search.filters.author.Tinashe ChuchuStart date: 2021

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    Prognosticating anthropomorphic chatbots’ usage intention as an e-banking customer service gateway: cogitations from Zimbabwe
    (Emerald Publishing Limited, 2022-03-01) Brighton Nyagadza; Asphat Muposhi; Gideon Mazuruse; Tendai Makoni; Tinashe Chuchu; Eugine T. Maziriri; Anyway Chare
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    Technology Application in Tourism Events: Case of Africa
    (Taylor & Francis, Abingdon,, 2022) Brighton Nyagadza; Tinashe Chuchu; Farai Chigora
    Technology adoption within the tourism industry has grown rapidly. This trend has also attracted Southern African markets. The purpose of this chapter is to explore the impact that technology has made within the tourism industry of Southern African states. This is achieved through systematically reviewing the key digital tourism aspects associated by each of the states discussed. The 16 Southern African Development Community (SADC) member states are broadly explored and the most active are explored in more detail as far as their adoption of technological services such as the Internet and digital tourism is concerned. South Africa is observed to be the most active nation and appears to have a robust approach to implementing digital tourism according to the literature. As a result, most of the digital tourism literature is primarily from a South African perspective. There are indications that digital tourism in Southern Africa is growing and will likely continue to grow with the increase in access to such services
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    Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa
    (Emerald Publishing Limited, 2022-11-01) Takawira Munyaradzi Ndofirepi; Tinashe Chuchu; Eugine Maziriri; Brighton Nyagadza
    Purpose – The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price- quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-deceptive counterfeit products. Design/methodology/approach – The research adopted a quantitative methodology and utilised the cross- sectional survey method to collect data from a sample of 381 respondents comprising university students. The data was then analysed using the computer software Smart PLS 4. Findings – The results established that the respondents’ price-quality inference of counterfeit products was positively associated with the attitudes towards economic rewards of purchasing counterfeit products and intention to purchase counterfeit products. Furthermore, the study revealed that attitudes towards economic rewards of purchasing counterfeit products partially mediated the influence of price-quality inference on customer intention to acquire non-deceptive counterfeit goods. A multigroup analysis of the proposed relationship did not find any statistically significant differences in the pattern of results concerning the gender groups. Research limitations/implications – The significance of the study findings is hampered by the singular focus on university students as a reference point for young people’s perceptions of counterfeit goods in South Africa. The study, however, presents verifiable evidence that marketers and brand managers of genuine products may utilise to develop intervention measures to sway young African consumers away from counterfeits and towards genuine brands. Originality/value – This is one of the few studies in the literature that addresses young adults’ deliberate purchasing of non-deceptive counterfeits in South Africa, an important consumer market in Africa.
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    Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective
    (2023-02-28) Neo Ligaraba; Tinashe Chuchu; Brighton Nyagadza
    The paper examines the influence of opt-in e-mail marketing on con­ sumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S– O–R) theory that has been broadly explored in consumer research. Following a critical review of the literature organization approach, a hypothetical model has been proposed for this study, based on identified factors, such as, informational value, entertainment-based message content, layout, visual appeal, attitude toward e-mail advertising and intention towards the sender in the context of opt-in email marketing. Data were collected in South Africa through an online survey of 436 opt- in e-mail marketing subscribers. Structural equation modelling (SEM) was employed to measure the proposed hypotheses of the study. The research results suggest that even during a pandemic, e-mail marketers could employ certain features in pro­ motional and informational e-mail marketing communication, particularly infor­ mational value, entertainment-based message content, layout, visual appeal, as a means to design their e-mail marketing messages and plan e-mail advertising campaigns. The findings of the study are intended to advance the e-mail marketing knowledge base to help marketers during a pandemic, such as COVID-19. The paper provides marketers with relevant insights on how to effectively engage with e-mail subscribers.