ABSTRACT
The traditional symmetrical methods may not be sufficient for effectively examining the asymmetries that are evident in the real-world complex consumption context in the form of pandemic, and other technological, sociocultural, environmental, and geo-political factors. As a result, the use of innovative and asymmetrical methods such as fuzzy-set qualitative comparative analysis (fsQCA), which draws from the complexity theory could help better predict and explain consumer decisions in the age of disruptions. Through a comprehensive method-based systematic literature review of 129 research articles published in the consumer behavior research literature, this study helps to identify the key trends, leading publication sources and contributors, and the current knowledge structure of consumer research using fsQCA. In doing so, this review also sheds light on the state of diversity within this particular area of research. The findings help identify the key future avenues for utilizing fsQCA within consumer research. This review is a useful resource for practitioners to gain a direct access to key consumer research scholars for identifying the constructs (e.g., antecedents, mediators, moderators, enablers, inhibitors) shaping consumer behaviors to inform strategic decisions.
ABSTRACT
Using a unique triangulation of a mixed-methods approach combining qualitative and observational techniques, this research investigated international student perceptions of the usability, interactivity and inclusiveness of a university website. The research was guided by the activity theory. Qualitative data were analysed to understand international student perceptions of usability and interactivity in relation to their intentions to use the university website. Additionally, findings established the significance of making university websites more inclusive as international students continue to face increasing uncertainties owing to the COVID-19 pandemic and racial inequalities in the USA and worldwide. Observational methods provided methodological and data triangulation. This research offers guidance for future research on higher education digital learning tools based on integrated theoretical mixed methods and also provides managerial implications for academic institutions in the design of student-centred and inclusive websites.