International Journal of Management, Economics and Commerce
type: channel
description: International Journal of Management, Economics and Commerce is a leading international peer-reviewed Research journal that serves as an important forum for scholars, researchers, and professionals in the fields of management, economics and commerce. It is published Bi-annually (Two issues per year) and serves as an important platform for International Journal of Management Economics and Commerce to foster deeper knowledge of contemporary issues and challenges in management, economics, and commerce and to ensure and facilitate exchange of new ideas and research findings. works. International Journal of Management, Economics and Commerce welcomes high quality, original research papers, reviews, case studies, and theoretical articles that provide in-depth knowledge of modern issues and challenges in the fields of management, economics, and commerce. Our rigorous peer-review process ensures that only the most impactful and well-researched papers are published. As an English-language journal, International Journal of Management, Economics and Commerce promotes a global outlook and welcomes contributions to criticism from researchers around the world. Our objective is to promote excellence and disseminate cutting-edge research that can inform policy, practice, and future learning in the areas of management, economics, and commerce. Journal Particulars Title International Journal of Management, Economics and Commerce Frequency Bi-Annual (Two issues per year) ISSN Application-In Progress Publisher Department of Business Intelligence, Gujarat University Editor-in-Chief Prof. (Dr.) Mamta Brahmbhatt Starting Year 2024 Area Management, Economics and Commerce Language English Publication Format Online Email Id jijmec@gujaratuniversity.ac.in Website https://ijmec.org.in/ Address Department of Business Intelligence, Gujarat University, Ahmedabad-380009, Gujarat, India.
publisher: Department of Business Intelligence, Gujarat University
language: en
publication name: International Journal of Management, Economics and Commerce
issn: 2584-2609
items: UNVEILING THE KEY DRIVERS OF BRAND LOVE AND ITS INFLUENCE ON EMOTIONAL COMMITMENT: A STUDY AMONG APPLE USERS
items: IMPACT OF ONLINE RECOMMENDATION ON PURCHASE BEHAVIOUR OF GREEN APPAREL ON GEN Z IN AHMEDABAD
items: TRACING THE THEORETICAL FOUNDATIONS OF ACCOUNTING: A HALF-CENTURY REVIEW (1975–2025)
items: HR CHALLENGES IN FOSTERING EMPLOYEE INVOLVEMENT AND COMMITMENT THROUGH ORGANISATIONAL CULTURE IN THE GIG ECONOMY
items: IMPACT OF PACKAGING ON BUYING BEHAVIOR OF CONSUMER IN ERODE DISTRICT
items: INVESTOR PSYCHOLOGY VS. SPECULATOR PSYCHOLOGY: A COMPARATIVE STUDY
items: A REVIEW OF CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER TRUST IN SEAFOOD PRODUCTS: A GLOBAL OVERVIEW
items: A STUDY ON CUSTOMER SATISFACTION TOWARDS GOLD JEWELLERY PURCHASE WITH REFERENCES IN ERODE DISTRICT
items: ADOPTION OF MOBILE PAYMENT SYSTEM: A STUDY ON MOBILE WALLETS
items: COMPREHENSIVE REVIEW OF DAIRY COOPERATIVES IN INDIA
items: MODELLING CONSUMER PLATFORM CHOICE IN DIGITAL APPAREL SHOPPING USING MULTINOMIAL REGRESSION
items: GLOBAL RESEARCH TRENDS IN ENTREPRENEURIAL EDUCATION: A BIBLIOMETRIC ANALYSIS OF POST-PANDEMIC SCHOLARLY EVOLUTION (2019–2024)
items: CHANGING PATTERN OF TRADE OF CRUDE OIL AND PETROLEUM PRODUCTS IN INDIA
items: GREEN BONDS: A GENUINE PATH TO SUSTAINABILITY OR A CLEVER MARKETING STRATEGY?
items: COMMERCIAL PERSPECTIVE OF INDIAN COAL INDUSTRY: A DESCRIPTIVE ANALYSIS
items: WORKPLACE DYNAMICS AND THEIR EFFECT ON JOB SATISFACTION AND STRESS AMONG IT EMPLOYEES
items: DETERMINANTS OF FINANCIAL PERFORMANCE IN INDIAN FINANCIAL SERVICES COMPANIES: AN EMPIRICAL STUDY
items: THE IMPACT OF PREMIUM PRICING ON CONSUMER PURCHASE BHAVIOUR TOWARDS ORGANIC FOOD ITEMS
items: THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING FINANCIAL DECISION-MAKING FOR SMALL AND MEDIUM ENTERPRISES (SMES)
items: AI-DRIVEN RESEARCH ENHANCEMENT IN COMMERCE EDUCATION: TOOLS, TRENDS, AND ETHICAL DIMENSIONS IN HIGHER ACADEMIA
items: LEVERAGING TRADITIONAL KNOWLEDGE AND INTELLECTUAL PROPERTY FOR ADVANCING SUSTAINABLE DEVELOPMENT GOALS: A STUDY ON KERALA
items: A STUDY ON TRIBAL COMMUNITY EXPERIENCES AND SATISFACTION WITH CASHLESS TRANSACTIONS IN PULPALLY GRAMA PANCHAYAT
items: IMPACT OF HYBRID WORK MODELS ON IT SECTOR EMPLOYEE PRODUCTIVITY AND SATISFACTION: A STATISTICAL ANALYSIS
items: EXPLORING THE ROLE OF CHATBOT INTERACTION AND TRUST IN AI TECHNOLOGY IN INFLUENCING ECO-FRIENDLY BEHAVIOUR AMONG CONSUMERS
items: GENERATION Z AND THE GIG ECONOMY IN KERALA: ANALYZING PARTICIPATION THROUGH THE TPB
items: INTERLINKAGES BETWEEN QUALITY OF WORKLIFE (QWL), EMPLOYEE JOB SATISFACTION (EJS) AND EMPLOYEE TENURE INTENTION (ETI): A STUDY AMONG I.T EMPLOYEES
items: IMPACT OF HARITHA KARMA SENA ON WASTE MANAGEMENT SYSTEM IN HOUSEHOLDS WITH A SPECIAL REFERENCE TO ERNAKULAM
items: CUSTOMER BEHAVIOR TOWARDS SECONDARY BANKING PRODUCTS- A CASE STUDY AMONG THE CUSTOMER’S OF COMMERCIAL BANKS
items: HABIT FORMATION AND CONTINUOUS USAGE OF OTT PLATFORMS: AN EXTENDED UTAUT PERSPECTIVE

UNVEILING THE KEY DRIVERS OF BRAND LOVE AND ITS INFLUENCE ON EMOTIONAL COMMITMENT: A STUDY AMONG APPLE USERS
type: item
description: The study investigates the interrelationships among Brand Experience, Brand Emotional Attachment, Brand Rituals and Traditions, Brand Satisfaction, Brand Trust, and Brand Love, and examines how Brand Love influences Brand Affective Commitment among professionals using the Apple brand. Utilizing a sample of 201 respondents, the research reveals significant positive correlations between all studied factors and Brand Love. Specifically, Brand and Brand Trust exhibit very strong positive correlations with Brand Love. The study further identifies a significant positive correlation between Brand Love and Brand Affective Commitment. These findings suggest that enhancing key factors such as Brand Experience, Emotional Attachment, Rituals and Traditions, Satisfaction, and Trust can substantially foster Brand Love, which in turn, strongly contributes to consumer’s Affective Commitment to the brand. The insights from this research are beneficial for brand managers and marketers who seek to foster lasting, emotionally meaningful relationships with their customers.
subject: Articles
  topic: section
subject: Brand BE-Experience, BEA-Brand Emotional Attachment-Brand Rituals and Traditions, BS-Brand Satisfaction, BT -Brand Trust, BL-Brand Love, BAC-Brand Affective Commitment
  topic: keywords
creator: Anton Joseph
creator: Nadhamol T. B.
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-11-25
publication date: 2025-11-25
starting page: 214
ending page: 222
doi: 10.62737/jaqk1810

IMPACT OF ONLINE RECOMMENDATION ON PURCHASE BEHAVIOUR OF GREEN APPAREL ON GEN Z IN AHMEDABAD
type: item
description: The quick growth of e-commerce and the rising awareness of environmental sustainability in the current digital era have changed how consumers shop. Generation Z is one of the most digitally active and ecologically sensitive consumer groups on the market. Examining how internet recommendations for eco-friendly clothing affect Gen Z customers' purchasing decisions is the goal of this planned study. Green gear, which stands for clothing made ethically and sustainably, is being marketed more and more through influencer marketing, online reviews, and digital platforms. The study will look into how things like ecological concerns and trust in online recommendations affect Gen Z's propensity to buy eco-friendly clothing. Online surveys that are structured will be used in a quantitative research strategy. It was found that there were many factors but engagement in sustainable fashion issues having the most impact, credibility was the best predictor, whereas information novelty had no discernible impact on Gen Z's purchasing of green apparels. This study will give marketers important information for creating digital communication plans that will encourage Gen Z consumers to buy eco-friendly clothing.
subject: Articles
  topic: section
subject: Green Apparels, Ecological concerns, Online Recommendations, Gen Z, Purchase behavior
  topic: keywords
creator: Trisha Mirchandani
creator: Nitin Shah
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-11-25
publication date: 2025-11-25
starting page: 223
ending page: 228
doi: 10.62737/nqzdxj32

TRACING THE THEORETICAL FOUNDATIONS OF ACCOUNTING: A HALF-CENTURY REVIEW (1975–2025)
type: item
description: In the past fifty years (1975–2025), accounting theory has changed a lot because of the combined influence of the economy, human behaviour, ethics, institutions and technology. This study provides a comprehensive review and critical analysis of the historical development of accounting theories and traces their transformation from prescriptive and normative approaches to empirical, behavioural and sustainability-oriented paradigms. The study shows that accounting ideas have grown step by step, but are still connected. In the late 20th century, Positive Accounting Theory was the main focus. Later, Institutional and Behavioural views developed to handle problems in corporate governance. In the 21st century, new ideas like Sustainability Accounting and Digital Accounting became more important. The study shows that modern accounting theory includes many different ideas and approaches. It focuses on ethical responsibility, social trust and openness through technology. However, there are still gaps in bringing together ethics, sustainability and digital change into one complete framework. The paper concludes that the future of accounting theory depends on combining knowledge from different fields such as economics, data science, behavioural psychology and environmental ethics to build a well-rounded and global foundation for accounting practice.
subject: Articles
  topic: section
subject: Positive Accounting Theory, Normative Theory, Behavioural Accounting, Digital Accounting, Artificial Intelligence, Ethics, Transparency.
  topic: keywords
creator: Pragnesh Dalwadi
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-11-25
publication date: 2025-11-25
starting page: 205
ending page: 213
doi: 10.62737/eepce158

HR CHALLENGES IN FOSTERING EMPLOYEE INVOLVEMENT AND COMMITMENT THROUGH ORGANISATIONAL CULTURE IN THE GIG ECONOMY
type: item
description: With the emergence of the gig economy, the traditional paradigms of employment have been re-organised by introducing the flexible and freelance type of work. Although such arrangements have increased income opportunities and improved work life balance, they have also spawned the problems of preserving organisational culture and commitment of the workforce. The proposed study aims to explore the barriers to employee involvement and commitment as a strategy of human resource (HR) departments in the context of the gig economy. It also intends to determine strategic human resource management (HRM) interventions that may promote organisational culture and engagement. In this study, the secondary qualitative research design is implemented, which is based on an interpretivist philosophy and an inductive approach to analysis. Eight secondary publications, which were peer-reviewed and reputable, were used as a source of data. Thematic analysis was then used to extract salient outcomes. This study analysis that though gig economy enhances flexibility and productivity, it gives HR a challenge in maintaining labour commitments. The main issues include labour misclassification, job insecurity and legal risks. Nevertheless, the challenges notwithstanding, the strategic deployment of digital human resource applications and real-time feedback systems came out as useful tools of enhancing engagement and alleviating compliance gaps. To support HRM practises in the gig economy, organisations must make use of agile approaches, enhance digital HR systems, and agree on specific contractual obligations. These strategies have the potential to increase the engagement of employees, the level of legal compliance, and the general organisational culture in the context of gig-based job arrangements.
subject: Articles
  topic: section
subject: Gig economy
  topic: keywords
subject: employee involvement and commitment
  topic: keywords
subject: HR challenges
  topic: keywords
subject: Organisational culture
  topic: keywords
creator: Alpa Mehta
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-11-25
publication date: 2025-11-25
starting page: 196
ending page: 204
doi: 10.62737/hkdgg603

IMPACT OF PACKAGING ON BUYING BEHAVIOR OF CONSUMER IN ERODE DISTRICT
type: item
description: Food packaging plays a vital role in preserving food quality, extending shelf life, and ensuring safe delivery from producers to consumers. This project explores the design and development of an efficient, eco-friendly food packaging system that addresses modern challenges in sustainability, hygiene, and functionality. The packaging solution integrates biodegradable materials, innovative sealing techniques, and user-friendly features to maintain freshness, prevent contamination, and reduce environmental impact. Emphasis is also placed on aesthetic appeal, portability, and compliance with food safety standards. The study demonstrates how intelligent packaging, such as indicators for freshness and temperature control, can further enhance consumer confidence and product reliability. Overall, the project highlights the importance of smart, sustainable packaging in the evolving food industry. The study findout Impact of Packaging on buying behavior of consumer in Erode District. To analyze the impact of food packages on consumer behavior.
subject: Articles
  topic: section
subject: Food packaging, quality, delivery
  topic: keywords
creator: A Ramyashree
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 117
ending page: 121
doi: 10.62737/fxzyh668

INVESTOR PSYCHOLOGY VS. SPECULATOR PSYCHOLOGY: A COMPARATIVE STUDY
type: item
description: This study delves into the psychological distinctions between investors and speculators, with a focus on their decision-making processes and behavioral biases. Investors generally display traits such as patience, risk aversion, and a long-term perspective, whereas speculators often exhibit high-risk tolerance, impulsivity, and a short-term focus. Both groups are influenced by psychological biases like overconfidence, herd mentality, and loss aversion, which shape their market behaviors and outcomes in different ways. Understanding these psychological factors is essential for enhancing investment strategies, mitigating irrational decision-making, and anticipating market fluctuations. This research makes a significant contribution to behavioral finance by providing insights into the cognitive processes that drive financial decisions, thereby promoting financial stability and market efficiency.
subject: Articles
  topic: section
subject: Behavioural Finance, Investor Psychology, Speculator Psychology, Market Efficiency
  topic: keywords
creator: SRIKANTH M
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 106
ending page: 111
doi: 10.62737/j2zf6390

A REVIEW OF CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER TRUST IN SEAFOOD PRODUCTS: A GLOBAL OVERVIEW
type: item
description: The relationship between consumer trust and corporate social responsibility (CSR) in the global seafood industry is thoroughly reviewed in this study. The research investigates how CSR practices such as environmental certifications, ethical sourcing, labour rights, and transparency affect consumer views and purchase decisions by examining current literature, industry reports, and case studies across various geographical and cultural contexts. The research highlights the importance of reliable certifications and eco-labels in building customer trust and loyalty by identifying important trends, geographical variances, and best practices in CSR implementation. The study also looks at the knowledge gaps that currently exist, especially with regard to the efficacy of CSR programs in various markets, and suggests future lines of inquiry and policy formation. Overall, the results highlight the value of strategic CSR integration as a seafood company's competitive advantage, fostering ethical sourcing, sustainability, and consumer trust in a world market that is changing quickly.
subject: Articles
  topic: section
subject: Corporate Social Responsibility (CSR), Consumer Trust , Seafood Industry, Sustainability Certifications , Ethical Sourcing
  topic: keywords
creator: Chinnu Rajan
creator: Manjula K G
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 122
ending page: 128
doi: 10.62737/grz5cd17

A STUDY ON CUSTOMER SATISFACTION TOWARDS GOLD JEWELLERY PURCHASE WITH REFERENCES IN ERODE DISTRICT
type: item
description: Customers‟ satisfaction is a measurement to determine how happy customers are with gold jewellery and customer service. Customer satisfaction information, which includes surveys and ratings can help jewellery shops to determine or improve or change its gold jewellery and customer services. The jewellery owner must focus to satisfy customer and this applies to gold jewellery branded shops, Non-branded shops and manufacturing units. Customers include any jewellery shop with customer services. In many jewellery shops, both customers and sales man maintain relationship very strongly. They are namely primary and secondary data. In this present study, some more statistical tools are used. The major finding is that the respondents‟ income level has increased. The customer has to purchase gold jewellery only in the branded jewellery shops. It is concluded that gold jewellery purchase behaviours of respondents have demand driven approach. Selection of gold jewellery shops is preferred by the buyers where benefit in price and warranty with service are available.
subject: Articles
  topic: section
subject: Jewellery, branded, customers
  topic: keywords
creator: R Gnanasakthi
creator: A Ramyashree
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 112
ending page: 116
doi: 10.62737/218tnw32

ADOPTION OF MOBILE PAYMENT SYSTEM: A STUDY ON MOBILE WALLETS
type: item
description: This study explores the factors influencing the adoption of mobile payment systems. Utilizing a comprehensive framework that examines Perceived usefulness, Perceived ease of use, Perceived security, social influence, attitude, reward, personal innovativeness and compatibility. The research employs quantitative methods to analyse user perceptions and behavioural intentions. The study used quantitative research methodology and using non-probability sampling technique 277 samples were collected from users of mobile payment in Ahmedabad and Gandhinagar. The findings reveal that Perceived usefulness, Perceived ease of use, Perceived security, social influence, attitude, personal innovativeness significantly positively impact users' willingness to adopt mobile payments, while rewards and compatibility do not show significant effects. The model demonstrates a strong explanatory power, accounting for 83.3% of the variance in users' intentions to use or continue using mobile payment systems. These insights highlight the critical role of practical and social factors in fostering digital payment adoption and provide valuable guidance for businesses and policymakers aiming to promote contactless transactions.
subject: Articles
  topic: section
subject: Perceived usefulness, Perceived ease of use, Perceived security, social influence, attitude, personal innovativeness, Mobile payment system
  topic: keywords
creator: Nikita Rana
creator: Balospura Bakarali
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 137
ending page: 148
doi: 10.62737/hdfdxx67

COMPREHENSIVE REVIEW OF DAIRY COOPERATIVES IN INDIA
type: item
description: This literature review examines the various effects of dairy cooperatives on smallholder dairy production systems with emphasis on cases from India. 25 research articles were randomly chosen from different states in India, and their data were analysed. Most of the papers were based on primary data collected directly from dairy cooperatives and also from the dairy farmers who were members of dairy cooperative societies across the states. The analysis encompasses several key aspects, including farm income, employment, and overall socio-economic development facilitated by cooperative membership. Thus, the results show that dairy cooperatives have a positive impact on income and employment in states like Assam and Kerala; however, there are some issues regarding technology adoption, the price differential between the market and that received by the cooperatives, and high production costs. Also, the study establishes the importance of job satisfaction of employees in Kerala’s dairy cooperatives as a factor that influences job performance and organizational commitment. In addition, the review also focuses on the aspect of women empowerment and rural development in the context of cooperatives in Gujarat to show how the well-being of the community and entrepreneurial activities have been enhanced. Also, the article compiles findings from different case studies done in other states such as Haryana, Uttar Pradesh, Nagaland, and so on. In conclusion, the review calls for policy measures that will enhance the performance and profitability of dairy cooperatives and will help in addressing the challenges that have been identified during the study, creating awareness on the need to educate the smallholder dairy farmers on the need to embrace education and access to resources for the sustainable development of dairy farming.
subject: Articles
  topic: section
subject: Dairy Cooperatives, Dairy farming, Dairy farmers
  topic: keywords
creator: Sharanya
creator: Anumol K. A.
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 129
ending page: 136
doi: 10.62737/dwhvj308

MODELLING CONSUMER PLATFORM CHOICE IN DIGITAL APPAREL SHOPPING USING MULTINOMIAL REGRESSION
type: item
description: The study explores how different features of social media marketing influence consumers’ choice of platform when shopping for branded apparel online. Using data collected from 127 respondents in Gujarat, the research applies multinomial logistic regression to analyse the impact of various factors such as discounts, exclusive finds, brand updates, easy returns, timely delivery, trying new products, trusted reviews, price comparison, and user ratings. The results reveal that five factors—discounts, brand updates, easy returns, trying new products, and price comparison—significantly affect platform preference. Among the platforms studied, Instagram emerged as the most preferred and predictable choice for online shopping. The findings provide useful insights for marketers and content creators aiming to build stronger digital strategies.
subject: Articles
  topic: section
subject: Social Media Marketing, Platform Preference, Branded Apparel
  topic: keywords
creator: Krupa Trivedi
creator: Aqsa Khatri
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 149
ending page: 155
doi: 10.62737/r3m3mr51

GLOBAL RESEARCH TRENDS IN ENTREPRENEURIAL EDUCATION: A BIBLIOMETRIC ANALYSIS OF POST-PANDEMIC SCHOLARLY EVOLUTION (2019–2024)
type: item
description: This study maps global research trends in entrepreneurial education from 2019 to 2024, analysing 1,212 SSCI-indexed journal articles from the Web of Science Core Collection through the lenses of human capital theory, planned behaviour theory, and entrepreneurial self-efficacy. Using the Bibliometrix package in R and VOSviewer, performance analysis and science mapping were applied to examine publication trends, citation impact, co-authorship networks, keyword co-occurrence, and thematic evolution. Results show sustained growth in scholarly output, led by the United States and European nations, while Malaysia and Singapore achieved exceptional citation impact. Strong transnational collaborations, particularly in Europe, underpin thematic priorities such as entrepreneurial learning, self-efficacy, innovation, and sustainability, with an emerging focus on gender, social entrepreneurship, and digital pedagogy. The findings offer actionable insights for educators, researchers, and policymakers, providing the most comprehensive recent bibliometric mapping of entrepreneurial education. This integration of quantitative evidence with theory informs post-pandemic research and pedagogical innovation.
subject: Articles
  topic: section
subject: Entrepreneurial Education; Bibliometric Analysis; Research Collaboration Networks; Emerging Economies; Post-Pandemic Education; Innovation Pedagogy
  topic: keywords
creator: Nailesh Limbasiya
creator: Kalpesh Purohit
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 156
ending page: 171
doi: 10.62737/38egzr35

CHANGING PATTERN OF TRADE OF CRUDE OIL AND PETROLEUM PRODUCTS IN INDIA
type: item
description: The paper discussed the pattern of crude oil and petroleum products trades in India. It has found that offshore fields are contributing a significant portion in crude oil production in India. The gap between production and imports of crude oil has increased continuously since 1987-88. Majority of production of crude oil is arising from Western Offshore and Western Onland, Assam & Assam Arakan basin, Cauvery basin, Krishna Godavari basin, and Krishna-Godavari Offshore basin. Import bill of oil and gas has increased more than two times in the last five years. Import of petroleum products was increased during 2017-18 to 2022-23, but export of such products was reduced during the period. Gross turnover by Central Public-sector Enterprises is increasing continuously, but decreased during 2019-2021ffor the corona pandemic. FDI in petroleum and natural gas sectors was increased continuously but declined later due to the corona pandemic. Demand for crude oil in India is always higher than the self-production. Cost of petroleum products imported is increasing continuously. During the Russia-Ukraine conflict, imports of crude oil were suddenly increased from Russia. Russia remains the top seller of oil in India during the war period. India is the third largest energy consumer. Therefore, the government should take major initiatives for increasing crude oil and petroleum products in India that will reduce its dependents on imports.
subject: Articles
  topic: section
subject: Business, Crude Oil, Export, Import, Petroleum Products, and Trade
  topic: keywords
creator: Sukanta Sarkar
creator: Suman Chaudhury
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 172
ending page: 180
doi: 10.62737/gnrwwx09

GREEN BONDS: A GENUINE PATH TO SUSTAINABILITY OR A CLEVER MARKETING STRATEGY?
type: item
description: Green bonds are gaining popularity as a way to raise funds for environmental projects—like building solar plants or protecting against climate risks. They’re seen as a win-win: good for the planet and appealing to investors. But as more companies and governments issue green bonds, questions have started to surface. Are these bonds truly driving sustainability, or are they just being used as a marketing tool? This paper explores both sides of that question. By looking at real examples from India, the Netherlands, and the World Bank, and using reports from groups like IFC, SEBI, and the Climate Bonds Initiative, we examine how green bonds are being used in practice—and where they fall short. We also study new regulatory efforts and innovative instruments like transition bonds and sustainability-linked bonds. Our findings suggest that while green bonds can lead to meaningful change, they’re not always used as intended. Without strong rules, transparency, and accountability, they risk becoming more about image than impact. If done right, though, they can still be one of the most powerful tools in the fight against climate change.
subject: Articles
  topic: section
subject: Green bonds; Sustainable finance; ESG; Renewable energy; Climate change mitigation; Impact investing
  topic: keywords
creator: Ira Shah
creator: Devanshee Soni
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 181
ending page: 186
doi: 10.62737/b377g825

COMMERCIAL PERSPECTIVE OF INDIAN COAL INDUSTRY: A DESCRIPTIVE ANALYSIS
type: item
description: The paper discussed the financial performance and trade scenario of the coal industry in India. It has been found that India is traditionally a coal-producing country. India is a leading coal-producing and consuming country. Odisha, Chhattisgarh, Jharkhand, and Madhya Pradesh are the leading coal-producing states. Production of non-coking and coking coal has increased in the last ten years. Coil India Limited is the leading coal-producing company. Import and value of coking coal, non-coking coal, and coke & coal products are increasing continuously. India imports large quantities of coal due to the rising coal demand in the steel and power industries. Exports of non-coking and coking coal from India are not stable and declined in certain periods due to external factors. India exports coal to South Asian countries. Telangana, Jharkhand, Odisha, and Chhattisgarh are the highest royalty-receiving states from coal mining. The import quantity of non-coking and coking coal in India is higher than the export quantity. Therefore, the government should implement suitable policies for increasing the production of coal and reducing the dependence on imports of coal from other countries. It will increase the sustainability as well as the financial performance of coal-producing Indian companies.
subject: Articles
  topic: section
subject: Coal industry, Export, Import, Revenue and Trade
  topic: keywords
creator: Sukanta Sarkar
creator: Suman Chaudhury
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 187
ending page: 195
doi: 10.62737/pgyyxy36

WORKPLACE DYNAMICS AND THEIR EFFECT ON JOB SATISFACTION AND STRESS AMONG IT EMPLOYEES
type: item
description: This study explores the impact of the workplace environment on job satisfaction and stress levels among employees in India’s Information Technology (IT) sector. By thoroughly monitoring factors such as organizational culture, leadership styles, job design, and demographic variables, the study seeks to find the key elements that affect workers well-being and organizational performance. The study highlights significant connections between workplace environment characteristics and employee outcomes. Organizational culture is identified as a crucial factor, with supportive and positive cultures linked to higher job satisfaction and lower stress levels. Leadership practices and job design also play a crucial role in shaping employee experiences, with effective leadership and thoughtfully designed roles contributing to increased job satisfaction and reduced stress. Furthermore, the study observed gender-based differences in job satisfaction and stress levels, underscoring the need for gender-sensitive approaches in organizational policies and initiatives. Also, the study highlights the significance of organizations prioritizing employee well-being and mental health by promoting work-life balance, effective stress management, and supportive workplace practices. The results suggest that IT companies in India can benefit from introducing initiatives aimed at improving job satisfaction and alleviating employee stress. By cultivating a positive workplace culture, offering resources to help employees handle job demands, and promoting diversity and inclusion, organizations can create healthier, more inclusive, and productive environments.
subject: Articles
  topic: section
subject: Workplace Environment, Job Satisfaction, Stress Levels, Organizational Culture
  topic: keywords
creator: D Manjima
creator: Kalarani T G
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-25
publication date: 2025-10-25
starting page: 101
ending page: 105
doi: 10.62737/v91eza19

DETERMINANTS OF FINANCIAL PERFORMANCE IN INDIAN FINANCIAL SERVICES COMPANIES: AN EMPIRICAL STUDY
type: item
description: The financial services sector plays a pivotal role in the Indian economy by enabling capital allocation, managing risks, and driving economic growth. This study investigates the key determinants of financial performance in Indian financial services companies by analyzing critical financial indicators, including profitability, liquidity, leverage, efficiency, and solvency. Using a sample of seven leading financial services firms from 2020 to 2024, the research employs descriptive statistics and one-way ANOVA to assess variations and trends in financial performance. The study evaluates financial ratios such as Gross Profit Margin, Net Profit Margin, Return on Equity, Return on Assets, Debt-to-Equity Ratio, and others to determine their impact on firm stability and growth. The findings offer empirical insights into the financial health of these firms, helping investors, policymakers, and corporate managers make informed strategic decisions. This study advances knowledge of sustainable financial management in a cutthroat corporate climate by identifying important aspects determining financial performance.
subject: Articles
  topic: section
subject: Finance, Ratio Analysis, Financial Services, ANOVA, Investments
  topic: keywords
creator: Vinod Parghi
creator: Dhaval Zala
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-24
publication date: 2025-10-24
starting page: 91
ending page: 100
doi: 10.62737/2gfdq489

THE IMPACT OF PREMIUM PRICING ON CONSUMER PURCHASE BHAVIOUR TOWARDS ORGANIC FOOD ITEMS
type: item
description: The growing emphasis on food safety, sustainability, and health has fuelled an emerging global trend towards organic consumption. In India too, the trend is gathering momentum, but premium pricing remains a major obstacle to bulk consumption. The current study explores the influence of consumers' perception of premium pricing on their buying behaviour for organic food in Kerala. Employing a quantitative method, data were collected from 303 respondents through structured questionnaires and analysed using SPSS. The study investigates whether premium pricing perception relates to buying behaviour and whether the association holds after adjusting for awareness and perceived value. The tools of correlation analysis, partial correlation, t-tests, and ANOVA were employed. The results show a statistical positive correlation between premium pricing perception and buying behaviour, irrespective of awareness and perceived value. Gender did not influence buying behaviour but women perceived premium pricing more favorably compared to men. Income level had a significant influence on awareness and perceived value but not on buying behaviour. The results are useful to policymakers and marketers, emphasizing the need for clear communication of product value, pricing strategy, and education campaigns to stimulate organic consumption in India.
subject: Articles
  topic: section
subject: Organic products, premium pricing, consumer behaviour, perceived value, awareness, gender, income, India
  topic: keywords
creator: Anjaly H
creator: Adhil Biju
creator: Avani SK
creator: Nandana VL
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-24
publication date: 2025-10-24
starting page: 85
ending page: 90
doi: 10.62737/rm2gxw59

THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING FINANCIAL DECISION-MAKING FOR SMALL AND MEDIUM ENTERPRISES (SMES)
type: item
description: Small and Medium Enterprises (SMEs) are vital contributors to economic development, fostering employment and innovation. However, these businesses often face challenges in financial decision-making due to resource limitations and restricted access to advanced financial management tools. This study examines the role of Artificial Intelligence (AI) in enhancing financial decision-making for SMEs. AI-powered solutions, such as predictive analytics, machine learning algorithms, and automation tools, enable SMEs to optimize cash flow management, conduct risk assessments, and improve operational efficiency. Although AI implementation presents obstacles such as high initial investment costs and data security concerns, its long-term benefits significantly outweigh these challenges. This paper analyzes existing literature, case studies, and real-world applications to explore AI’s transformative impact on SME financial management. The study concludes by offering strategic recommendations for AI adoption to ensure SMEs remain competitive in the evolving digital economy.
subject: Articles
  topic: section
subject: Artificial Intelligence (AI), Financial Decision-Making, Small and Medium Enterprises (SMEs), Digital Transformation, Risk Management, Predictive Analytics
  topic: keywords
creator: Jithin Scaria
creator: A Sengottaiyan
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-24
publication date: 2025-10-24
starting page: 82
ending page: 84
doi: 10.62737/q5e79941

AI-DRIVEN RESEARCH ENHANCEMENT IN COMMERCE EDUCATION: TOOLS, TRENDS, AND ETHICAL DIMENSIONS IN HIGHER ACADEMIA
type: item
description: The advent of Artificial Intelligence (AI) has significantly reshaped the research dynamics in higher education, with a notable impact on commerce education. This paper investigates how AI tools are leveraged to improve research efficiency among academicians and students by streamlining tasks such as literature synthesis, data interpretation, manuscript preparation, and scholarly collaboration (Zawacki-Richter et al., 2019; Chen et al., 2020). Employing a mixed-methods approach that includes secondary literature and synthesized dummy primary data, the study analyzes the current scope of AI usage, highlights frequently employed platforms, and outlines the advantages and challenges associated with their implementation. Ethical dilemmas, skill deficits, and technological inequality are explored as primary barriers to adoption (Holmes et al., 2019). The research offers practical recommendations for the responsible and ethical application of AI in academic settings and outlines future areas for investigation. Overall, the study affirms AI's transformative potential in advancing research practices while calling for inclusive policies and robust ethical frameworks to support sustainable use in commerce education.
subject: Articles
  topic: section
subject: Artificial Intelligence, Commerce Education, Research Productivity, AI Tools, Ethical Challenges, Data Analysis, Higher Education, Academic Integrity, Faculty Perception, Technology Adoption
  topic: keywords
creator: Jithin Scaria
creator: A Sengottaiyan
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-12
publication date: 2025-10-12
starting page: 74
ending page: 81
doi: 10.62737/nh4n7716

LEVERAGING TRADITIONAL KNOWLEDGE AND INTELLECTUAL PROPERTY FOR ADVANCING SUSTAINABLE DEVELOPMENT GOALS: A STUDY ON KERALA
type: item
description: Traditional knowledge (TK) represents a critical repository of indigenous practices, cultural heritage, and community wisdom that has evolved over centuries. This study examines the role of traditional knowledge and intellectual property (IP) in advancing Sustainable Development Goals (SDGs) within the context of Kerala, a state renowned for its biodiversity, cultural heritage, and sustainable initiatives. By leveraging secondary data sources, the research explores the intersection of TK, IP frameworks, and sustainable practices in areas such as agriculture, healthcare, and tourism. The analysis highlights how protecting TK through appropriate IP mechanisms can contribute to inclusive economic growth, environmental conservation, and social equity. The study also identifies challenges in balancing the protection of TK with public access and innovation. This work aims to provide insights for policymakers, businesses, and communities to synergize TK and IP for sustainable development in Kerala.
subject: Articles
  topic: section
subject: Traditional Knowledge, Intellectual Property, Sustainable Development Goals, Kerala, Biodiversity, Cultural Heritage, Economic Growth, Environmental Conservation.
  topic: keywords
creator: Jithin Scaria
creator: A Sengottaiyan
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-12
publication date: 2025-10-12
starting page: 70
ending page: 73
doi: 10.62737/9qbyys83

A STUDY ON TRIBAL COMMUNITY EXPERIENCES AND SATISFACTION WITH CASHLESS TRANSACTIONS IN PULPALLY GRAMA PANCHAYAT
type: item
description: This study investigates the satisfaction levels and challenges faced by the tribal community in Pulpally Grama Panchayat with cashless transactions and identifies factors influencing their adoption. Analysis of data from 162 respondents reveals high satisfaction with convenience but low satisfaction with transaction speed and financial management. Weak correlations between satisfaction, challenges, and adoption scores highlight complex dynamics. Key challenges include limited digital literacy, poor infrastructure, and security concerns. Suggestions include targeted training programs, improved connectivity, and awareness campaigns to enhance adoption rates. Future research could explore the long-term impact of interventions and conduct comparative studies to promote digital financial inclusion.
subject: Articles
  topic: section
subject: Cashless Transactions, Tribal Community, Pulpally Grama Panchayat, Financial Inclusion, User Satisfaction
  topic: keywords
creator: Praveen KP
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-12
publication date: 2025-10-12
starting page: 66
ending page: 69
doi: 10.62737/5ejw6e59

DETERMINANTS OF FINANCIAL PERFORMANCE IN INDIAN FINANCIAL SERVICES COMPANIES: AN EMPIRICAL STUDY
type: item
description: The financial services sector plays a pivotal role in the Indian economy by enabling capital allocation, managing risks, and driving economic growth. This study investigates the key determinants of financial performance in Indian financial services companies by analyzing critical financial indicators, including profitability, liquidity, leverage, efficiency, and solvency. Using a sample of seven leading financial services firms from 2020 to 2024, the research employs descriptive statistics and one-way ANOVA to assess variations and trends in financial performance. The study evaluates financial ratios such as Gross Profit Margin, Net Profit Margin, Return on Equity, Return on Assets, Debt-to-Equity Ratio, and others to determine their impact on firm stability and growth. The findings offer empirical insights into the financial health of these firms, helping investors, policymakers, and corporate managers make informed strategic decisions. This study advances knowledge of sustainable financial management in a cutthroat corporate climate by identifying important aspects determining financial performance.
subject: Articles
  topic: section
subject: Finance, Ratio Analysis, Financial Services, ANOVA, Investments
  topic: keywords
creator: Vinod Parghi
creator: Dhaval Zala
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-12
publication date: 2025-10-12
starting page: 55
ending page: 65
doi: 10.62737/qc3w9q48

IMPACT OF HYBRID WORK MODELS ON IT SECTOR EMPLOYEE PRODUCTIVITY AND SATISFACTION: A STATISTICAL ANALYSIS
type: item
description: The way we work has changed—perhaps forever. With the rise of hybrid work models blending remote and in-office setups, IT professionals now find themselves navigating a new normal. This study explores how these hybrid models are shaping two vital aspects of the workplace: employee productivity and job satisfaction. Using both survey data and secondary literature, and applying statistical tools like t-tests, ANOVA, and regression analysis, we analyzed responses from 120 IT employees working under hybrid arrangements. The results? A strong, positive link between hybrid work and both productivity and satisfaction. These insights aim to help HR teams, managers, and decision-makers build smarter, more human-centric work environments that balance performance with well-being.
subject: Articles
  topic: section
subject: Hybrid Work, Employee Productivity, Job Satisfaction, Flexible Work, IT Sector, ANOVA, Regression
  topic: keywords
creator: Soniya K
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-10-12
publication date: 2025-10-12
starting page: 52
ending page: 54
doi: 10.62737/h3nn8q48

EXPLORING THE ROLE OF CHATBOT INTERACTION AND TRUST IN AI TECHNOLOGY IN INFLUENCING ECO-FRIENDLY BEHAVIOUR AMONG CONSUMERS
type: item
description: This research investigates how interactions with chatbots influence environmentally responsible behaviour, with a particular focus on the moderating effect of trust in AI and chatbot technologies. As chatbots increasingly play a role in promoting sustainability and influencing consumer choices, it becomes important to assess their effectiveness in driving eco-conscious actions. The proposed framework suggests that chatbot engagement has a positive impact on eco-friendly behaviour; however, this effect is significantly shaped by the level of trust users have in such technologies. Trust acts as a pivotal moderator, either strengthening or weakening the influence of chatbot interactions on user behaviour. This study contributes to the expanding domain of digital environmental communication by shedding light on the psychological and technological elements that impact sustainable behaviour in the digital era. The research follows a descriptive approach, utilizing a structured questionnaire and convenience sampling to collect data from participants across Kerala.
subject: Articles
  topic: section
subject: Trust I AI, Chatbot Technology, Sustainability, Eco- friendly Behaviour, Digital Environment, Moderation Analysis, Haye’s PROCESS
  topic: keywords
creator: Ranjith Chakkambath
creator: Husna Mohamed
creator: Sreejaa Nair
creator: Bibin Thomas
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 41
ending page: 51
doi: 10.62737/53n27d76

GENERATION Z AND THE GIG ECONOMY IN KERALA: ANALYZING PARTICIPATION THROUGH THE TPB
type: item
description: Purpose: Kerala's unemployment rate is 28.7%, while the national average is 10%. The most susceptible age group is 15-27, who are unemployed despite having a decent education. The gig economy serves as a safety net for millions of unemployed adolescents seeking subsistence and 'flexi-work' through platforms. The study attempts to understand the readiness of Generation Z to participate in the Gig Economy by adopting the TPB. Methodology: A well structured questionnaire was administered to those generation Z who are willing to work in the Gig Economy. The questionnaire was developed using the scales adopted from TPB. A total of 390 samples were collected. The complexity of the relationships of the variables were analysed using PLS SEM. Findings: The results suggest that Work-Life Balance, Learning and Development, Technology and Digitalisation, and Social Media had a substantial impact on the desire of Generation Z to join the gig economy, but Leadership did not have a major impact. Managerial Implications: There are a lot of opportunities to perform well in the Gig economy. Employing more youth into Gig Economy can not only improve the employment rate but also foster the advantages the new employment model in the state. Originality: The Literature on the generation Z is growing. There have been a number of studies on generation Z and also on Gig Economy. This study might be the first study on the readiness of Generation Z to participate in the Gig Economy in state of Kerala in India.
subject: Articles
  topic: section
subject: Gig Economy, TPB, Flexible work, Unemployment, Generation Z
  topic: keywords
creator: J S Bhagavathi
creator: Jisha Kumar
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 32
ending page: 40
doi: 10.62737/y1ej1526

INTERLINKAGES BETWEEN QUALITY OF WORKLIFE (QWL), EMPLOYEE JOB SATISFACTION (EJS) AND EMPLOYEE TENURE INTENTION (ETI): A STUDY AMONG I.T EMPLOYEES
type: item
description: In today’s competitive work environment, employee retention has become a critical challenge, especially in high-pressure industries like Information Technology (IT). Maintaining a healthy work-life balance (WLB) is essential for employee well-being, job satisfaction, and long-term commitment to an organization. Understanding the relationship between Work-Life Balance (WLB), Employee Job Satisfaction (EJS), and Employee Tenure Intention (ETI) can help organizations develop effective HR strategies to enhance employee retention. This study explores the role of Work-Life Balance (WLB) in the relationship between Employee Job Satisfaction (EJS) and Employee Tenure Intention (ETI) in the IT sector. A quantitative approach was adopted, collecting data from 205 IT employees in Ernakulam, Kerala, through structured questionnaires. Analysis was conducted using the PROCESS macro in SPSS revealed that EJS significantly predicts ETI, with WLB. Employees reporting higher job satisfaction also tend to exhibit greater work-life balance, thereby strengthening their intention to remain with the organization. However, job satisfaction remains the strongest predictor of ETI, even when controlling for WLB. These findings emphasize the need for organizations to focus on both job satisfaction and work-life balance policies to improve retention.
subject: Articles
  topic: section
subject: Employee Work life Balance, Job Satisfaction, Tenure Intention
  topic: keywords
creator: Vijil Vijayan
creator: Akhil Kumar
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 25
ending page: 31
doi: 10.62737/twpg4872

IMPACT OF HARITHA KARMA SENA ON WASTE MANAGEMENT SYSTEM IN HOUSEHOLDS WITH A SPECIAL REFERENCE TO ERNAKULAM
type: item
description: The topic of environmental protection has attained highest importance in this global era but the basic practices of waste disposal are often seems neglected. In a state like Kerala there is a greater need for systematic waste management as the density is much higher compared to other states in India. As a densely populated state, the issues with regard to proper waste management are to be made in an intensive mode in Kerala. This study aims to investigate the impact of Haritha Karma Sena on waste management among households in Ernakulam. The study investigates the role of the Haritha Karma Sena in improving the waste management practices in Kerala, with an emphasis on the environmental, economic, social, and operational implications. Haritha Karma Sena is a community-driven initiative, has successfully decentralized waste management by engaging local communities in garbage segregation, collection, recycling, and public education. The study also examined the factors which influences waste management factors among households. A statistical analysis was carried out based on data collected, using a structured questionnaire instrument from 100 respondents selected through convenience sampling. The data collected from the respondents are tabulated and analyzed into logical statements mainly using Regression, Mean Comparison, Correlation and ANOVA. The results shows that the study instrument is reliable, as well as the study values are considered highly valid and acceptable. The study revealed that Haritha Karma Sena volunteers have a positive impact on waste management. The results also shows that the activities of Haritha Karma Sena significantly plays an important role in reducing improper treatment of waste and there by improve environmental quality.
subject: Articles
  topic: section
subject: Environmental protection, waste management, convenience and treatment
  topic: keywords
creator: Sreeraj N R
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 16
ending page: 24
doi: 10.62737/t4tjqs73

CUSTOMER BEHAVIOR TOWARDS SECONDARY BANKING PRODUCTS- A CASE STUDY AMONG THE CUSTOMER’S OF COMMERCIAL BANKS
type: item
description: This study explores customer behavior towards secondary banking products, including credit cards, insurance, and wealth management services, among clients of commercial banks. It identifies key factors influencing adoption decisions, such as product awareness, perceived value, and trust in the bank, while also examining barriers to uptake. The findings provide insights for banks to enhance cross-selling strategies, improve customer satisfaction, and increase retention through tailored product offerings. This case study investigates the impact of credit cards, insurance, and wealth management products on customer retention within commercial banks. Through a comprehensive analysis of customer behavior and preferences, the study identifies key factors that influence retention rates. This descriptive study, aimed to analyze customer behavior towards secondary banking products such as credit cards, insurance, and wealth management services. Utilizing a simple random sampling method, a sample of 330 customers was surveyed using a questionnaire as the primary data collection tool. The findings revealed that these secondary products have a minimal impact on customer retention, indicating the need for banks to develop more attractive schemes to enhance customer loyalty and retention. Furthermore, effective wealth management strategies tailored to individual customer needs contribute significantly to long-term retention. The study concludes by highlighting the importance of personalized financial services in fostering strong relationships and reducing customer attrition in the competitive banking sector.
subject: Articles
  topic: section
subject: Customer Behavior, Credit Card(CC) ,Insurance Products(IP, Wealth Management Products(WIP), Customer Retention
  topic: keywords
creator: Motty Joseph
creator: Sajikumar KB
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 8
ending page: 15
doi: 10.62737/r9p33w22

HABIT FORMATION AND CONTINUOUS USAGE OF OTT PLATFORMS: AN EXTENDED UTAUT PERSPECTIVE
type: item
description: This study examines the behavioral factors that affect the intention to adopt and continue using Over-The-Top (OTT) platforms within the Indian context, utilizing an expanded framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). This study combines essential elements—content quality, hedonic motivation, personal innovativeness, and perceived value—with barriers like content overload and perceived complexity to elucidate users’ engagement patterns with OTT platforms. The data collection involved a structured survey administered to 572 respondents, followed by analysis utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that the intention to adopt serves as a significant predictor of ongoing usage, with content quality and personal innovativeness identified as the primary influencing factors. On the other hand, an excess of content greatly obstructs both the adoption and usage behaviors. This study advances theoretical understanding by expanding UTAUT2 into media-focused contexts and provides actionable insights for OTT providers looking to improve user retention via tailored content and optimized interfaces. The discussion includes implications, limitations, and potential directions for future inquiry.
subject: Articles
  topic: section
subject: OTT adoption, Intention to Adopt, Continuous usage of OTT. UTAUT-2
  topic: keywords
creator: Nilrajsinh Vaghela
creator: Kerav Pandya
rights: Copyright (c) 2025 International Journal of Management, Economics and Commerce
date: 2025-09-30
publication date: 2025-09-30
starting page: 1
ending page: 7
doi: 10.62737/15w2eh98