Finance, Entrepreneurship, General Management , Education
17
Scopus Publications
Scopus Publications
Quick-commerce and customer purchase intentions: an integrated UGT and E-S-QUAL model perspective Shreya Virani, Jatinderkumar R. Saini, Sarika Sharma Journal of Consumer Marketing, 2026 Purpose In today’s technology-based business scenarios, the adoption of Quick-commerce (Q-commerce) platforms/services for day-to-day shopping needs is growing. Understanding the consumer’s perspective on what drives them to buy things virtually is essential. The purpose of this study is to analyze the factors for continuing purchase intention through two models, uses and gratifications theory (UGT) and E-S-QUAL, in the context of Q-commerce. Design/methodology/approach Based on these two theories, a theoretical conceptual model was developed through literature review, which was tested with empirical data for 413 users of Q-commerce from a developing country. Informative/entertainment gratification and instant gratification (both from Uses and Gratification Theory or UGT) and system availability, efficiency, privacy and security and fulfillment (all four from e-service quality measurement scale or E-S-QUAL) comprised the six independent factors. Customer satisfaction, perceived value and purchase continuation intention were the dependent factors, while the variable personalized experience was the mediating variable. Findings The results of this study revealed that informative/entertainment gratification leads to customer satisfaction, which influences purchase continuation intention positively. Factors from E-S-QUAL led to the perceived value, which affected the purchase continuation intention of the consumer. Originality/value There are theoretical contributions of this study to the literature as it fills the scarcity of research in the emerging area of Q-commerce with an integrated UGT and E-S-QUAL model approach. There are significant practical implications as the insights may help stakeholders in an enhanced understanding of their existing and potential consumers and may lead to a superior business model and better service quality. The findings of this study provide actionable insights into quick commerce to enhance customer retention through personalization strategies.
Determinants of adoption of virtual reality as a teaching aid in higher education: the mediating role of hedonic motivation Sarika Sharma, Shreya Virani, Jatinderkumar R. Saini, Sonica Rautela Journal of Applied Research in Higher Education, 2026 PurposeThe inclusion of technology in teaching–learning ensures better clarity and interactivity in the delivery of content, leading to enhanced student engagement. The present paper aims to identify the determinants of adopting virtual reality (VR) learning from the educators’ perspective. The mediating role of hedonic motivation for adopting VR is also explored.Design/methodology/approachThis quantitative research is conducted using a conceptual model with the help of a literature survey. A self-designed questionnaire was used to collect primary data. The respondents were teachers working at higher education institutes. A sample of 341 respondents were used and the data was analyzed using confirmatory factor analysis and structural equation modeling.FindingsResults demonstrate that digital competence and technology support are the factors affecting the perceived ease of use, which further affects the attitude and intention of adoption. The role of hedonic motivation is established as a mediator in attitude toward virtual reality and adoption intention.Originality/valueThe study is a valuable addition to the existing literature as it presents the conceptual model and explores the imperative role of hedonic motivation. This provides a unique aspect to this research. Educators and the management of higher education institutes can use the findings to make decisions and create policies regarding integrating VR in existing curricula.
Metaverse and education: identifying key themes and future research trajectories Shreya Virani, Sonica Rautela International Journal of Information and Learning Technology, 2025 PurposeThe present study aims to undertake an extensive review of scholarly literature by exploring the intersection of the metaverse and education.Design/methodology/approachThe researchers used the relevant documents from the Scopus database to conduct bibliometric analysis. The data were retrieved from 2010 to February 2024. Citation, co-citation and author’s keyword analysis were conducted for bibliometric analysis. The study was performed using VOSviewer and the Biblioshiny app software packages.FindingsThe extant literature related to the metaverse and education is presented in the paper. The paper identified four key themes in the literature, i.e. Metaverse and education, Contemporary application of metaverse: a multisectoral perspective, Metaverse: spatial dimensions and concerns and Metaverse: shaping the future of digital interaction. Other information related to the most influential authors, journals and countries concerning metaverse and education is also presented.Originality/valueThe paper studies the gradual evolution of the present research domain over time. The study outlines key areas that have emerged from the literature review, suggesting directions for future research.
The impact of digital technologies on the professional development of teachers: an educators’ perspective Sarika Sharma, Shreya Virani, Sonica Rautela International Journal of Technology Enhanced Learning, 2025 Using digital platforms has become an integral part of teaching-learning however, entails educators/teachers to possess specific skills and competencies for effective and efficient delivery. The study attempts to empirically validate the educator's perspective on the post-pandemic adoption of digital platforms and its impact on their professional development. A conceptual model is proposed based on the literature review. To test the model empirically data from 279 respondents was collected. For data analysis the IBM AMOS 22.0 software was used in two steps - confirmatory factor analysis (CFA) and structural equation modelling (SEM). The study's empirical results reveal that digital technologies in pedagogy, digital competence, and technical and administrative support positively and significantly impact professional development. However, the other variables, i.e., professional learning and flexibility, do not significantly impact professional development. The results revealed that teachers' level technological skills and competence mediates between digital technologies in pedagogy and professional development.
Hybrid work model in IT companies for effective employee performance: a qualitative approach Shreya Virani, Sarika Sharma, Jatinderkumar R. Saini International Journal of Organizational Analysis, 2025 Purpose There is a paradigm shift in the work culture of the organisations, as they move from working from office to working from home to a hybrid work model in the backdrop of the global pandemic of COVID-19. This paper aims to explore and present a comprehensive view of the hybrid work model adopted by information technology (IT) companies and its impact on employee performances in post-pandemic era from the perspective of the employees. Design/methodology/approach The exploratory nature of the study led researchers to adopt qualitative research methods. The researchers sought to listen to the respondents through open-ended questions and structured interviews. The inductive and thematic method was applied to analyse the selected 61 responses. The patterns, categories and themes were built by following a bottom-up approach by organising the responses in a more abstract form. Data analysis was done by using a systematic approach. Findings The data analysis led to imperative insights into the hybrid work culture and factors impacting employee performance were identified. These are personal factors are employee well-being and employee motivation. Organisational factors are employee engagement, technological challenges and team management. Social factors which are related to the organisational culture. Originality/value The present study explored the hybrid work model in IT companies from the employee perspective and its impact on their performance, well-being and engagement. The findings are presented in the form of a framework of themes and sub-themes, a pictorial presentation of factors of the hybrid work model and a hypothesised conceptual model. The research determines how this new paradigm impacts employee performance and is extended to job satisfaction, work-life balance and employee well-being. The contribution of this study is in theoretical advancement to the field of hybrid work models, which is new and emerging, as well as managerial implications by providing insights from the employees’ perspective.
Moderating effects of gender, entrepreneurship education, and parent's profession on start-up intentions: a theory of planned behaviour-based approach Sarika Sharma, Shreya Virani International Journal of Business and Globalisation, 2024 Start-up intention is the cognitive state prior to decision to launch a start-up company or business. The purpose of this paper is to develop a conceptual model based on the theory of planned behaviour (TPB) and to empirically test this proposed model in explaining the entrepreneurial intentions of individuals towards start-ups. Three constructs from TPB namely attitude, subjective norms, and perceived behaviour control are included in this model. The paper also explores the moderating role of gender, entrepreneurship education, and parent's profession on these three constructs. The empirical data is collected from students pursuing their higher education at leading universities in India. The conceptual model is tested with first order confirmatory factor analysis. Structural equation modelling (SEM) approach is used for regression and path analysis. Some of the findings of the study were consistent with TPB, while others were not. The moderating effects were also presented in the paper.
Post-pandemic technology assisted teaching and learning: A perspective on self-directed learning Shreya Virani, Sarika Sharma Advances in Technological Innovations in Higher Education Theory and Practices, 2024 Self-directed learning (SDL) and online learning have become more popular as a way to engage and encourage students as a result of the COVID-19 epidemic. Higher educational institutions around the world now understand the necessity of integrating technology into teaching and learning due to the pervasive use of technology. In order to support online learning, these educational institutions have to impart new pedagogical knowledge to both teachers and students. With the growth of the Internet, students can now opt for online learning that offers flexibility and individualized instruction to suit their learning preferences, including face-to-face instruction. This has encouraged self-directed learning in today's student community. Blended learning has been used in classrooms to develop students‘ 21st-century abilities. The present research paper attempts to review the concept of self-directed learning by taking the basis of various theoretical frameworks that are quite significant in this context. Further, the study also provides a comprehensive review of technology assisted online teaching-learning, and blended learning, and lays down a conceptual model as an outcome of these reviews.
Learner-learner interactions in online classes during COVID-19 pandemic: the mediating role of social media in the higher education context Sonica Rautela, Sarika Sharma, Shreya Virani Interactive Learning Environments, 2024 The current educational scenario is changing and inclining more towards digital technologies for teaching-learning. Interactions during the classrooms or virtual sessions are vital for students’ learning engagements. Learner-learner interactions and educator-learner interactions during online classes are to be promoted and sustained for a better teaching-learning experience. The use of social media in education is noted in previous research. This paper aims to explore the role of social media in learner-learner interactions and its impact on students’ learning engagement. A theoretical model is proposed in the study through a review of existing literature. The model testing is done with data of 344 respondents through a self-designed structured questionnaire. The respondents are selected from an urban city in western India. Confirmatory factor analysis and structural equation modelling are applied for the hypotheses testing and regression analysis. The results indicate that the learner-learner interactions, as well as the educator-learner interactions, are imperative for student learning engagement in online teaching. Also, learner-learner interactions are positively affected by the students’ self-efficacy concerning the technology. The study also noted that the use of social media improves learner-learner interaction and student learning engagement in a technology-mediated learning environment. [ FROM AUTHOR] Copyright of Interactive Learning Environments is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
