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Adoption of Online Subscription Beauty Boxes: A Behavioural Reasoning Theory (BRT) Perspective

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  • Brijesh Sivathanu

    (Symbiosis Centre for Information Technology, Symbiosis International University, Pune, India)

Abstract

This article examines the contextual ‘reasons for' and ‘reasons against' the adoption of beauty box subscription-based online services (BxSOS) in a developing country like India using the behavioral reasoning theory (BRT). This study surveys the female consumers in India to understand the adoption of BxSOS using the unique model of behavioral reasoning theory (BRT). After data collection, the analysis was done using the PLS-SEM technique. The ‘reasons for' BxSOS adoption are convenience, ubiquitous, hedonic shopping motivation, social influence and price consciousness and the ‘reasons against' are traditional barrier, relative advantage, choice/variety and perceived risk. It is also found that value of “openness to change” significantly influences the ‘reasons for' adoption and attitude towards BxSOS whereas it has no impact on the ‘reasons against' adoption of BxSOS. This cross-sectional study was conducted with target respondents as female consumers in the Indian context and future research can be conducted in other countries with different cultures and both the genders to generalize the results.

Suggested Citation

  • Brijesh Sivathanu, 2018. "Adoption of Online Subscription Beauty Boxes: A Behavioural Reasoning Theory (BRT) Perspective," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 16(4), pages 19-40, October.
    • Handle: RePEc:igg:jeco00:v:16:y:2018:i:4:p:19-40
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    Cited by:

    1. Andonova, Yana & Anaza, Nwamaka A. & Bennett, Delancy H.S., 2021. "Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry," Business Horizons, Elsevier, vol. 64(5), pages 631-646.
    2. Sahu, Aditya Kumar & Padhy, R.K. & Dhir, Amandeep, 2020. "Envisioning the future of behavioral decision-making: A systematic literature review of behavioral reasoning theory," Australasian marketing journal, Elsevier, vol. 28(4), pages 145-159.
    3. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    4. Tan, Wee-Kheng & Chen, Bo-Hsiang, 2021. "Enhancing subscription-based ecommerce services through gambled price discounts," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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