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Browsing rooms are those alluring spaces in the college or university library where the reader may shut out the flood and clamor of information. Here the imagination and personal interests of the reader are nurtured. Today's browsing rooms are vestiges of the 1920s and 1930s, developed in an era when academic libraries vigorously promoted recreational reading interests of students. As repositories of works chosen from the main collection for their ability to uplift, relax, and stimulate the student reader, the browsing collection in the college library of the 1930s was itself the embodiment of readers' advisory, that Cadillac of public library services.

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives the impulsive buying between the Generation Z of Muslim women customers in Indonesia. This study provides valuable concept to help a company or cosmetic brand grow the marketing strategy for stimulating impulsive behaviour of Generation Z customers on TikTok Shop.

An online survey of 256 Muslim women consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses.

The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing. However, micro-celebrities post authenticity did not have a positive and significant relationship with hedonic browsing. This study also concludes that utilitarian browsing was found to have a positive and significant relationship with hedonic browsing. Finally, hedonic browsing was found to have a positive and significant effect on reminiscence impulse purchase intention and designed impulse purchase intention.

The primary limitation is the research sample that only consists of Indonesian TikTok Shop customers. Next, the researchers could examine the research model in several countries to expand its generalisation. The second one, this research does not consider the origin country of a cosmetic product. The future study must investigate the local and foreign cosmetics to see the preference and the differences in the impulsive purchase, especially for Z women generation customer. Third, this study quantifies the intention to buy impulsively so that the following research must investigate the ownership of the cosmetics product that has been bought before. Finally, the research only involves a quantitative research method. The future study must investigate with another approach, such as a qualitative method or mixed-method, in the impulsive purchase intention context.

A cosmetic company or marketer could maximise the authenticity, relevancy and attractive information that is posted by micro media social celebrities or media social influencers. Cosmetic companies or marketers must provide comprehensive information to satisfy customers’ browsing actions. Finally, besides the information related to the limited cosmetics product stock, discount and promotion as the effective strategy to stimulate the impulsive buying, the cosmetics marketing can use gamification, increasing the picture quality and equipping product descriptions, and making educational content.

The existence of TikTok Shop is increasing the number of cosmetics products and competitors because of product’s excessive availability in the market. In the social benefit context, the Generation Z Muslim women can purchase and use various cosmetics product available on TikTok Shop, but customers must be on guard by knowing the cosmetics material to prevent the healthiness. In addition, the existence of TikTok Shop and the impulsive purchases by the Generation Z Muslim women are also increasing the retailer or local cosmetics producer income.

This study is a contribution to consumer behaviour literature by raising the Stimulus–Organism–Response framework used in determining the factors influencing browsing and impulsive consumption of cosmetic products on TikTok Shop.

Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while building strong, long-lasting relationships with consumers. As even the most committed brands find the need to oscillate between demarketing and conventional marketing for survival, this research tests how the congruency of the campaign shown on a brand's home page (owned media) and a following retargeting ad (paid media) could impact perceived congruency and further downstream effects. In doing so, this research proposes that the media context (i.e. news or shopping browsing context) in which the retargeting ad is embedded could determine how much congruency of the demarketing campaign across owned and paid media matters.

An experiment with a 2 (home page content: green vs. demarketing) × 2 (retargeting ad content: product vs. demarketing) × 2 (browsing context: shopping vs. news) between-subjects factorial design was employed with an online panel of 430 participants. The participants first saw the brand's home page content, then were assigned to a website browsing context where the retargeting ad of the brand was embedded.

In a news browsing context, users perceived higher congruency when product retargeting ads (vs. demarketing) were shown after a green home page exposure and when demarketing retargeting ads (vs. products) were delivered after a demarketing home page. The elevated perceived congruency successfully led to higher ad argument and ad attitude. These differences were not present in a shopping browsing context. These results showed that the congruency between the home page and the retargeting ad for demarketing campaigns mattered more in certain media contexts (i.e. news browsing context).

The study closes the empirical gap in demarketing brand activism campaigns by demonstrating when and how congruency between multiple owned and paid channels for demarketing campaigns impacts consumer responses. This study provides evidence of how the match of the demarketing campaign shown on a brand's home page and a following retargeting ad could impact perceived congruency and further downstream effects of ad argument and ad attitude while considering different browsing context effects.

The purpose of this study is twofold: to investigate whether it is meaningful to use the Engineering Index (Ei) classification scheme for browsing, and then, if proven useful, to investigate the performance of an automated classification algorithm based on the Ei classification scheme.

A user study was conducted in which users solved four controlled searching tasks. The users browsed the Ei classification scheme in order to examine the suitability of the classification systems for browsing. The classification algorithm was evaluated by the users who judged the correctness of the automatically assigned classes.

The study showed that the Ei classification scheme is suited for browsing. Automatically assigned classes were on average partly correct, with some classes working better than others. Success of browsing showed to be correlated and dependent on classification correctness.

Further research should address problems of disparate evaluations of one and the same web page. Additional reasons behind browsing failures in the Ei classification scheme also need further investigation.

Improvements for browsing were identified: describing class captions and/or listing their subclasses from start; allowing for searching for words from class captions with synonym search (easily provided for Ei since the classes are mapped to thesauri terms); when searching for class captions, returning the hierarchical tree expanded around the class in which caption the search term is found. The need for improvements of classification schemes was also indicated.

A user‐based evaluation of automated subject classification in the context of browsing has not been conducted before; hence the study also presents new findings concerning methodology.

Browsing is a common consumer behavior, but it has not been researched extensively. The aim of this paper is to fill some of the gaps in the research.

Drawing on literature from different areas, consumers' browsing experiences, browsing patterns, and factors influencing browsing activities are empirically examined. A combination of interviews and shopping trips with informants to examine the issues are used.

The results show that browsing serves both functional and recreational purposes. Consumers vary by the degree to which they browse functionally or recreationally. Browsing behaviors are influenced by both consumer characteristics and the retail environment. Browsing is a powerful consumer information acquisition activity and has both desired and undesired consequences for consumer purchases. Consumers use various strategies to cope with the undesired consequences.

Exploration of browsing patterns and factors influencing these patterns suggests important managerial implications for enhancing desirable browsing and reducing unnecessary browsing.

The conceptualization and findings of this research contribute to two areas of research: consumer information search and consumer shopping behaviors in retail environments. An examination of the role of browsing offers an empirical extension to the information acquisition framework.

In the present study, the authors propose a segmentation schema based on patterns of e‐browsing and e‐purchasing. We examine self‐reports of browsing and purchasing using five specific non‐store channels: the Internet, television infomercials, advertising that accompanies regular television programming, television shopping channels, and print catalogs. Our findings indicate that shoppers who browse and/or purchase on the Internet differ in their use of multi‐channel options related to their perceptions of convenience. Some shoppers clearly want to purchase in the store setting and reject multiple forms of non‐store shopping. Others like to browse various non‐store media and have extended their browsing to the Internet, yet maintain their loyalty to in‐store purchases. Retailers who attempt to “convert” such shoppers to Internet‐only purchasing may alienate the shoppers who rely on the Internet solely for information.

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).

Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.

The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

While the World Wide Web (WWW or Web) is steadily expanding, electronic books (e‐books) remain a niche market. In this article, it is first postulated that specialized contents and device independence can make Web‐based e‐books compete with paper prints; and that adaptive features that can be implemented by client‐side computing are relevant for e‐books, while more complex forms of adaptation requiring server‐side computations are not. Then, enhancements of the WWW standards (specifically of XML, XHTML, of the style‐sheet languages CSS and XSL, and of the linking language XLink) are proposed for a better support of client‐side adaptation and device independent content modeling. Finally, advanced browsing functionalities desirable for e‐books as well as their implementation in the WWW context are described.

Social shopping website (SSW) introduce the social side into the shopping process, thus making “window” shopping or browsing more interesting for customers. The purpose of this paper is to investigate customer online browsing experience and its antecedents (i.e. information quality and social interaction) and consequences (i.e. urge to buy impulsively and continuous browsing intention) in the context of SSW.

A survey questionnaire was distributed to visitors of online SSW to collect data, and partial least squares technology was used to test the research model.

The results of this study reveal that three types of web browsing, namely, utilitarian browsing, hedonic browsing and social browsing, take place in a SSW. The unique factors of SSW, namely, the quality of user generated contents and social interaction are critical for facilitating customers’ browsing experiences. Furthermore, the findings reveal that hedonic browsing experience is found to be the most salient factor influencing customers’ urge to buy impulsively and continuance intention.

The findings suggest that practitioners, such as designers and managers of SSW should give special attention to the benefits of browsing activity to convert web browsers into impulse purchasers and increase customers’ loyalty. Moreover, they should focus on improving the quality of user generated content and pay more attention to support and encourage social interaction to enhance browsing experiences on a SSW.

Existing studies about browsing behavior mostly focus on traditional online e-commerce website. This study represents the first step toward understanding browsing activity on SSW. Moreover, prior studies mainly focused on utilitarian and hedonic browsing experience; however, there is a lack of research on social browsing experience. The current study attempts to fill this research gap.