INVESTIGATING THE BINGE-WATCHING BEHAVIOR ON INSOMNIA AND OBESITY AMONG GENERATION Z

Background and Aims: The study identified the risks of increased screen time on generation z considering two parameters i.e., insomnia and obesity and the moderating role of self-control. Methodology: A cross-sectional study was conducted by convenient sampling technique. The survey only included people who were born between 1997 and 2002. The analysis of the effects of variables took into account only a few parameters.  Discriminant validity and convergent validity was used to check reliability and validity while path coefficient analyzed the hypothesis. Results: Binge-watching has positive significant impact on insomnia and obesity (p<0.05), and the self-control strongly effect the relationship of binge-watching, obesity and insomnia as a moderator (p<0.05). Conclusion: Binge-watching caused insomnia and obesity while self-control in direct relation to obesity and insomnia controlled the prevalence rate. The moderating role of self-control showed that insufficiency of self-control during binge-watching led to obesity and insomnia. The outcome indicated that Generation Z needs to be encouraged to practice self-control through public health initiatives, social media, seminars, workshops, etc. At the same time, people need to be made aware of how binge-watching affects their health. Keywords: Insomnia, obesity, self-control, screen time, technology, mortality, exercise.

Shah Abdul Latif University, Khairpur Department of Business Administration

Purpose: This study provides a theoretical framework that explores the personality traits that influence new product adoption in rural environment. Five personality traits form part of the framework, namely; consumer innovativeness, dogmatism, social character (inner and other directed), and need for uniqueness. This study will pave a way in understanding the potential behavior of consumers toward adoption of a newly introduced product in a given environment. Following the conceptualization of NPA, a conceptual model was proposed which represents five hypotheses: two hypotheses were supported and three hypotheses were not supported. Methodology: The data was collected from selected (rural) areas of upper Sindh province of Pakistan using convenient sampling procedure; there were 430 respondents in the sample. Five-point Likert scale was adapted for the study, and a pilot test was used to confirm the validity of the scales and the correctness of the datagathering procedure. Following the data gathering and coding, validity and reliability tests were carried out on the entire sample. Keeping in view various constructs of conceptual model, the proposed hypotheses were analyzed using the Structural Equation Modeling (AMOS v.20) to test the impact of the constructs on NPA. Findings and contribution of research: The evidence related to the model suggests that consumer innovativeness and need for uniqueness are the dominant factors (traits) in adopting a new product whereas social character (ID /OD), and dogmatism have no significant impact on new product adoption behavior, it suggests that consumer innovativeness and need for uniqueness traits of consumer personality are dominant factors in adopting a new fashion and clothing product in rural market. Research Limitations: First; the results of this study may not be appropriate for generalizing across the majority of Pakistani consumers, and in a global context. Second; the study is focusing only on fashion and clothing product category; third, only selected personality traits are examined in the study. 2 Implications: By examining the potential behavior of rural consumers, the study facilitates the possibility of consumer behavior research that, in new product adoption decision consumer personality (traits) should have a significant contribution, thus providing a better understanding of influence of their personality traits on new product adoption. KEYWORDS: New product adoption, consumer innovativeness, dogmatism, social character, need for uniqueness, personality, fashion and clothing, and rural consumers.