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1 – 10 of 458Mon Thu Myin and Kittichai Watchravesringkan
Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual…
Abstract
Purpose
Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.
Design/methodology/approach
Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.
Findings
The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.
Originality/value
This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.
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This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the…
Abstract
Purpose
This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).
Design/methodology/approach
Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.
Findings
The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.
Practical implications
Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.
Originality/value
This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.
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Bushra Sajid, Sadia Cheema and Raouf Ahmad Rather
Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the…
Abstract
Purpose
Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.
Design/methodology/approach
The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.
Findings
Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.
Research limitations/implications
Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.
Practical implications
This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.
Originality/value
Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.
Objetivo
Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.
Diseño/metodología/enfoque
Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.
Resultados
Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.
Limitaciones/implicaciones de la investigación
Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.
Implicaciones prácticas
El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.
Originalidad
A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.
目的
本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产(CBRE)与零售顾客行为之间关系中的调节作用。
设计/方法/途径
数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式(多元)回归和交互分析对数据进行了分析。
研究结果
结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。
研究局限/启示
考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。
实践意义
本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。
原创性/价值
尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。
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Chanmi Hwang, Byoungho Jin, Linfeng Song and Jing Feng
The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the…
Abstract
Purpose
The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM).
Design/methodology/approach
An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model.
Findings
The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology.
Originality
This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.
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Muhammad Nauman Zahid, Muhammad Kamran, Michał Szostak and Tahir Mumtaz Awan
The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions…
Abstract
Purpose
The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation).
Design/methodology/approach
The study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase.
Findings
This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.
Originality/value
This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.
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Zi Juan Lai, Mei Kei Leong, Kim Leng Khoo and Sarabjit Kaur Sidhu
This study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It…
Abstract
Purpose
This study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It assesses how consumers' rational (TAM) and emotional (VAM) factors influence their intention to use AR in online shopping via perceived value and consumer engagement.
Design/methodology/approach
This study uses a quantitative research approach and employs a standardized survey questionnaire distributed on social media platforms to recruit Gen Z members who are potential buyers or users of AR technology. SmartPLS 4.0 was used to test the responses of 204 respondents.
Findings
The results indicate that consumers who perceive a higher value of AR in shopping are inclined to use AR in their future shopping when AR shopping is easy to use, useful, personalized, innovative and provides a highly engaging experience. Interestingly, perceived sacrifice did not influence perceived value. This study confirms that integrating TAM and VAM is instrumental in capturing value, which in turn influences engagement and the intention to use AR in online shopping.
Originality/value
This study further extends the conceptualization of AR perceived value by combining rational components derived from TAM and VAM, thus leading to a sturdy and theoretically grounded framework. In addition, this study contributes to the literature on extended reality, namely AR shopping, and helps brand managers manage highly evolving AR experience for Gen Z.
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Seeun Kim, Hyejune Park and Rachel Esther Lim
This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how…
Abstract
Purpose
This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how individuals’ spatial processing perception acts as a moderator in this context. Additionally, it examined the ease with which individuals imagine a product within the framework of this psychological mechanism.
Design/methodology/approach
Two experimental studies were conducted to evaluate the effects of PVTO technology on consumer decision comfort, with spatial processing perception as a moderating variable. The first experiment (n = 252) explored the impact of PVTO on decision comfort using photo-based simulations across various apparel items. The second experiment (n = 125) further examined these effects using measurement-based PVTO technologies to provide a deeper understanding of the role of spatial processing. Both studies employed a between-subjects design to isolate the influence of PVTO technology from other variables, ensuring a focused analysis of its effects on consumer behavior.
Findings
The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the interactive effect between PVTO and spatial perception on decision comfort, demonstrating its pivotal role in online apparel shopping.
Originality/value
The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the relationship between PVTO and decision comfort, demonstrating its pivotal role in online apparel shopping.
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Claudio Schapsis, Larry Chiagouris and Nikki Wingate
Building on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing…
Abstract
Purpose
Building on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing touchpoints for Generation Z (or Gen Z)'s apparel shopping, assessing how habitual augmented reality (AR) use in nonretailing contexts impacts Gen Z's motivations, acceptance and use of MAR shopping apps.
Design/methodology/approach
A total of 562 participants downloaded a footwear MAR app and completed a survey. Data were analyzed using confirmatory factor analysis and multivariate regression to explore moderated mediation effects.
Findings
The study reveals a paradigm shift: Gen Z's habitual use of AR in social media (e.g. Snapchat and TikTok face filters) significantly influences their intent to use MAR in shopping, overshadowing hedonic motivations. This marks a transition from AR as a gimmick to a practical utility in omnichannel touchpoints, with performance expectancy emerging as a critical mediator in adopting MAR for utilitarian purposes.
Research limitations/implications
This study highlights how Gen Z consumers’ tech habits influence their pragmatic view of MAR, urging re-exploration of the main constructs of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model.
Practical implications
Findings suggest Gen Z values practicality over fun in MAR shopping apps, guiding marketers to emphasize tangible benefits for this demographic.
Originality/value
This research underscores the evolving perception of AR in retail among mobile natives, highlighting the shift from novelty to habitual utility. It offers strategic insights for integrating AR into omnichannel strategies, catering to the utilitarian expectations of Gen Z in the digital retail landscape.
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Wen Hua, Yidong Liu, Zongdeng Zhang, Meng Li and Xiaofan Yu
To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version…
Abstract
Purpose
To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.
Design/methodology/approach
In this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.
Findings
The findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.
Originality/value
This study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.
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Simi Maria Mathew, Smitha Nayak and Veena Rao
Mass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale…
Abstract
Purpose
Mass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale production efficiencies. In recent years, several apparel retailers have integrated customization into their online presence. While the benefits of online apparel mass customization (OAMC) are apparent, factors that determine the usage of the process are many. Therefore, it is important to explore these factors and understand the relationships between them and the impact on the intention to use OAMC.
Design/methodology/approach
A review of studies published in the last decade was conducted through the Scopus, Web of Science and JSTOR databases in September 2023. Peer-reviewed research articles published in the English language were included. These studies were carried out in the United States of America, Canada, Korea and China and addressed motivations and antecedents of OAMC technology.
Findings
The data were extracted, and the findings were synthesized. The review process enabled us to examine several theories and determinants of OAMC. The latter were categorized into the following themes: “consumer personality and psychology”, “consumer perceptions”, “consumer behaviour determinants” and “process, experience and product”. The influence of consumer personality traits, psychogenic needs, characteristics and other facilitating conditions emerged through the review.
Originality/value
The purpose of this paper is to study the various determinants of OAMC and thereby provide valuable information to businesses in OAMC domains to improve customized processes, understand consumers' motivations and develop marketing strategies that improve overall satisfaction with OAMC.
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