Moving toward Digital Transformation by Force: Students' Preferences, Happiness, and Mental Health

The COVID-19 pandemic accelerated and, somehow, forced the process of digital transformation within the higher education sector. Due to the COVID-19 pandemic, online modes of course delivery have become the only available way of teaching in almost all parts of the world. We conducted a study in Mexico to know about students' preferences for these forced online class schedules, exams and assignments, and online teaching styles during this health crisis. Furthermore, this research sought to know about the impact of this forced digitalization on students' mental health and happiness. To conduct a conjoint analysis, we collected survey-based data from 219 undergraduate Mexican students. The most preferred attributes for students for online classes were "having a short online class (50 min)", "possibility to have 70% pre-exam assignments and 30% final exam", and "having a humorous professor in online classes". In terms of students' mental health, the prevalence of "moderate" anxiety and depression was 21.8%, and the prevalence of "severe" anxiety and depression was 14.9%. In terms of happiness, male students and students with shorter online classes per day felt a higher level of happiness.

Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Purpose: This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model. Design/methodology/approach: Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools. Findings: The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase. Practical implications: The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic. Originality/value: In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19. © 2022, Emerald Publishing Limited.

Technology and Entrepreneurial Marketing Decisions During COVID-19

The prime concern of this study is to explore how technology influences entrepreneurial marketing decisions during the world pandemic (COVID-19). The study uses a sample of 127 SMEs from Bangladesh. Data were collected by sending out questionnaires electronically and by mail. Smart PLS (SEM) 3.0 was used to analyse the data following the quantitative method. The study reveals positive and significant relationships between entrepreneurial opportunity recognition, opportunity development and opportunity exploitation with their entrepreneurial marketing decisions. It also claims that entrepreneurial passion mediates the relationship between entrepreneurial opportunity recognition and opportunity development with their entrepreneurial marketing decisions. However, entrepreneurial passion does not mediate the relationship between entrepreneurial opportunity exploitation and entrepreneurial marketing decisions. The study offers researchers a broader and more wide-ranging view of the importance of artificial intelligence in small firms. Researchers, educators and practitioners will benefit from the findings. The analyses are more complex and varied than the methodologies used in most of the limited previous research. © 2021, Global Institute of Flexible Systems Management.