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The case study is based on field research and also on secondary data. A primary survey is included in the case study. Simple frequency and factor analysis as statistical tools have been used.

Family businesses, like that of Kiran Rai’s, owning a local Mom and Pop store in an emerging city were faced with a serious problem of sustaining their businesses. These family businesses countered immense competition from: their own types, i.e. from other local Mom and Pop stores within the same cities; online stores; and the organised stores.The choice of the customers to buy goods from the neighbourhood shops has remained largely as an age-old tradition in the households. With the millennials and the Generation Z (Gen Z) exposed to an array of brands, can they become the first choice of young customers for shopping for all kinds of products and varieties? Can the local Mom and Pop stores spread their wings across the young generations, particularly the Millennials and Gen Z through inexpensive social media channels? What are their growth options? How can the social media serve this purpose? The case uses the social cognition theory and the use gratification theory to throw light on the new concept of Social Shopping.

The case is meant to be discussed in courses like Fundamentals of Marketing, Digital Marketing and Retail Marketing in a 90-min session in the Post Graduate as well as in the Working Executives’ Management programmes. The case analysis will expose the students to the use of social media and its benefits to the small businesses. The students will also be able to analyse and understand the different types of Online Consumers’ Shopping Personalities. This would enable them to strategize for different stages in the decision-making processes.

The purpose of this paper is to develop an understanding of the different personality types and Facebook behavior of the young Indian consumers in the context of e-tailing. With the increased popularity of Facebook, consumers and e-tailers are using it as a platform to connect better with each other. This paper makes an attempt to study the motive and online purchasing behavior of youth by examining Facebook posts and understanding their relationship with personality and gender.

A survey was conducted on 200 young Indian consumers who use Facebook as well as follow at least one e-tailer on Facebook. The responses to the survey were used to test the proposed conceptual model to find out the relationship of personality types and gender with Facebook behavior, type of post liked on Facebook, reason to use Facebook and motive to follow an e-tailer on Facebook using descriptive statistics and nonparametric tests.

The tests showed that gender of online consumers influences their Facebook behavior and the type of post that they like the most on Facebook. The personality type of the online consumers has a significant influence on the motive to follow an e-tailer on Facebook and the reason to use Facebook. It implies that the Facebook pages of e-tailers should plan their posts keeping the gender and personality type of their followers in mind. In this manner, Facebook can be used as a platform by the e-tailers to increase their consumer base, especially among the youth.

The limitations of this study are the respondents for this study are in the age group of 15-25 years only and the results of the study may vary with the change in the age group. The respondents are Indians by nationality and the results may vary for different nations.

This paper provides an insight to the e-tailer about attracting young consumers on their Facebook page in the context of their gender and personality type to enhance the reach and expand their business. This research paper is informative to the e-tailers who have budgets for social media marketing to know about social media usage by youth for online shopping.

Presently, India has a demographic advantage and this paper contributes to understand the youth social media usage for online shopping. The e-tailers can relate the findings to develop strategies to enhance their customer base. This research paper will contribute to the existing literature on social media marketing and e-tailing.

This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions.

To test the conditioned indirect effects, path analysis is used.

The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits.

Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base.

Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

Esta investigación busca aumentar la comprensión de los antecedentes de las compras móviles, analizando cuándo y cómo dos rasgos de personalidad – conciencia de valor y disfrute por la compra – afectan a la intención de compra móvil a través de las percepciones de utilidad y facilidad de uso.

Para comprobar los efectos indirectos condicionados propuestos se emplea un análisis path.

Los resultados indican que tanto la conciencia de valor como el disfrute por la compra de los consumidores tienen un efecto indirecto positivo en la intención de compra móvil. Sin embargo, el disfrute por la compra se relaciona sólo a través de la utilidad, mientras que la conciencia de valor se relaciona tanto a través de la utilidad como de la facilidad de uso. Los resultados también sugieren la necesidad de considerar factores moderadores al examinar el impacto de los rasgos de personalidad.

Los minoristas a través del móvil que quieran aumentar su base de clientes necesitan segmentar el mercado en base a la personalidad de los usuarios.

A pesar de la relevancia que tienen los rasgos de personalidad en el comportamiento de los individuos, los estudios sobre los efectos de distintos aspectos de la personalidad sobre la participación de los individuos en el comercio móvil son muy escasos y muestran resultados inconsistentes. Así, este estudio intenta contribuir a la investigación sobre comercio móvil analizando la relación entre dos características del consumidor y dos variables mediadoras: las percepciones de facilidad de uso y utilidad.

This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.

For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.

It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.

Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.

The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.

Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.

A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).

The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.

This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.

Online reviews have shown important information that affects consumers’ online shopping behavior. However, little research has examined how they may influence consumers’ online impulse buying behavior. The purpose of this paper is to bring theoretical and empirical connections between them.

The framework of this study was tested on three popular online group shopping websites in China (ju.taobao.com, dianping.com, and meituan.com). An online survey with 315 participants who had experience using these websites was recruited to verify the effects of consumers’ perceived value from reading online reviews on urge to buy impulsively and impulse buying behavior.

The empirical findings show that consumers’ perceived utilitarian and hedonic value from reading online reviews enhance their browsing behavior. Browsing positively affects consumers’ urge to buy impulsively and finally affects their impulse buying behavior. Further, this study finds that consumers with high impulsiveness focus more on hedonic value of online reviews, whereas consumers with low impulsiveness put more emphasis on utilitarian value. Browsing demonstrates a stronger effect on urge to buy impulsively for consumers with high impulsiveness.

This study is one of the early studies to investigate the relationship between social influence (e.g. influence of online reviews) and impulse buying. It draws upon the perspectives of browsing and consumer’s perceived value from the literature. This research also considers consumer differences regarding the level of impulsiveness.

The purpose of this paper is to provide insights into individual's online shopping continuance intention. The research uses the Expectation Confirmation Theory and Technology Acceptance Model as theoretical foundations to develop a model to achieve this aim.

The research uses a cross-sectional survey research design approach. An online marketplace web site that connects buyers and sellers in Malaysia serves as the research context. Data were collected using convenience approach.

Results suggest satisfaction contributes to individual online shopping continuance intention. Consistent with extant research, perceived usefulness of web site links to online shopping continuance intention. Contrary to past findings, perceived ease of web site use does not directly contribute to online shopping continuance intention. Individual's price-oriented lifestyle, perceived ease of web site use and usefulness contributed to individual's satisfaction with online shopping experience. People with time-oriented, net-oriented and price-oriented lifestyles and preference for a web site contribute to perceived ease of web site use. Extraverts have online shopping intention while emotional stability moderates the relationship between perceived usefulness of web site and satisfaction in online shopping.

Findings aid web service provider and internet retailers when explaining individual continuance intention of online shopping. This research advances understanding of the role of satisfaction, perceived ease of web site use and perceived web site usefulness regarding online shopping continuance intention. The research also sheds light on individual attributes as contributors to online shopping experience, continuance and perceptions of web site.

This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online grocery shopping (OGS), and the authors argue that customer values are aggregated states of personality traits. The authors, therefore, propose the predictive power of personality traits toward OGS usage adoption.

For a more thorough evaluation of the matter, the authors conducted an online administered questionnaire resulting in N = 678 valid responses and conducted structural equation modeling using IBM AMOS (Vers. 25).

The authors found that none of the five personality traits had a significant influence on the attitude toward OGS. However, subjective norm had strong influence on attitude, and both subjective norm and attitude were solid predictors of purchase intention for groceries online. Unsurprisingly, the attitude toward OGS was higher for consumer groups with prior experience. The results indicate a high relevance of peer groups in the decision-making process of buying groceries online and the crucial importance of the initial purchase.

Practitioners, therefore, may resort to marketing the strategies to peer groups and initial purchasing behavior and address the level of experience with the usage of OGS, as well as situational aspects. This may be facilitated by precisely targeted online marketing activities and marketing service strategy adaptations.

This is the first study to examine the influence of personality traits toward the willingness to conduct OGS with an emphasis on the lower overall adoption within Germany. The authors furthermore validate the predictive power of the theory of planned behavior (TPB) construct for the economically attractive market segment of OGS by adapting and enhancing the scope of previous research.

This study aims to examine the shopping behaviors (online and in store), cultures and personalities of consumers within China, Belgium, India and Germany, and compares them to American shopping behaviors and to each other.

The data were collected through literature research and personality, cultural and shopping behavior research was assessed via surveys, while customer service oriented behaviors were measured through direct observation and survey methods using structured questionnaires and other approaches for data collection.

The findings showed implications of anticipating consumer’s behavioral responses, as well as the cultural and personality differences. The findings may help retailers with strategic business strategies to assess what attracts consumers the most and the least and then use this advantage to become successful internationally.

The current study is original, in that it uses multiple methods to collect data allowing for comparison across shopping industry groups including retail managers and even consumers themselves. Primary data of this type are difficult to obtain in China. This study contributes to the literature by showing that different industries may have different requirements in terms of the relationship between personalities and customer service levels among managers.