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The purpose of this paper is to appraise the impact of mobile shopping platform characteristics on consumer’s emotions, the relationship between emotions and their impact on impulsive buying.

Mobile shopping platform characteristics were grouped into five dimensions: information, entertainment, personalization, visuality and economic benefits, and integrated in a model built on the Stimulus-organism-response theory to evaluate the influence on arousal (excitement) and pleasure, the relationship between arousal and pleasure and their impact on impulsive buying. In total, 303 valid questionnaires were collected from Chinese mobile shoppers. The research hypotheses were tested through confirmatory factor analysis and structural equation modeling.

Entertainment and personalization had significant positive influences on consumer’s arousal and pleasure. Information, visuality and economic benefits had significant positive influences on consumer’s arousal. Arousal had a significant positive impact on consumer’s pleasure. Arousal and pleasure had significant positive influences on impulsive buying.

New insights can be obtained by investigating other consumer’s profiles. The model can be improved by including other mobile platform characteristics (product availability, platform ease-of-use and interactivity) and broadening the impulsive buying perspective through assessing flow experience and virtual atmosphere.

Marketing strategies are proposed based on the mobile platform characteristics and considering Chinese customer values, for generating positive emotions and impulsive buying.

This study enriches the literature by recommending a classification for mobile shopping platform characteristics and proposing a model to investigate the characteristics, emotions and impulsive buying nexus.

The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia).

A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior.

The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior.

The paper provides practical information for green marketers and producers of green products in Malaysia.

This paper offer helpful guideline for government to formulate the green policies such as providing promotional incentives to green products manufacturers and encouraging public to buy products with eco‐label.

Despite the abundant literature on panic buying during COVID-19 pandemic, the several causes and consequences of panic buying have been enormously ignored. The purpose of this study is to emphasize the consumer’s behavior during the COVID-19 pandemic and illustrate the comprehensive theoretical model of consumers’ panic buying to investigate its causes and consequences in a developing country empirically to uncover this gap.

The authors collected data from 419 households of all socioeconomic classes of Bangladesh. A hierarchical regression model analyzed the data.

This study finds that internal and external factors such as rumors, government strategies, fear and anxiety and health security significantly affect consumers’ panic buying behaviors. This finding supports some theories of human behavior. This study also finds that panic buying has internal and external consequences such as price hike, shortage of supply of products, dissatisfaction of consumers and increase in utility (benefit) of the products but not on consumer’s budget. This finding supports as well as contradicts some established theories of human and consumer behavior.

This study proves that panic buying cannot help the consumers and they are the ultimate sufferers of this. The findings of this study will help the government, media, suppliers and consumers to interact properly to maintain panic buying during a pandemic crisis. Giving a holistic explanation of the causes and consequences of panic buying by introducing some novel variables is a momentous strength of this study.

Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.

A field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind–Mehlum U Test were used in the data analysis.

This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted U-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.

This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors/contents. An interesting inverted U-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.

The purpose of the study is to examine the following two research objectives. The first was to examine the predictive relationships that consumer characteristics of financial literacy, thinking styles and self-control have with a consumer's financial behaviors. The second goal was to ascertain financial management products' ability to aid those consumers who need it the most by weakening the predictive effects of consumer traits on financial behaviors.

The study employed a web-based survey to gather information. The measurement and structural models were analyzed using generalized structured component analysis (GSCA), a component-based structural equation model. The mediation effect of self-control is assessed using the GSCA. The conditional mediation of demographic variables and use of personal financial management products are evaluated using multi-group analysis (MGA) in GSCA.

Antecedents, financial literacy, thinking styles and self-control consumer characteristics are predictors of financial behaviors. However, self-control plays a more prominent role as a mediator between the other variables, strengthening the overall relationship. Also, financial products can have a beneficial moderation effect assisting those consumers who need them the most.

These insights help in creating target specific financial literacy strategies to influence consumers' financial behaviors. Also, there is a need to develop mechanisms to influence a consumer's self-control and thinking styles to improve financial behavior. In conjunction with other initiatives, the impact of financial literacy has a greater effect on financial behaviors. Further, the insights assist financial institutions and financial technology firms in offering and creating products to help customers make better financial decisions and improve their financial behaviors.

The research addressed a significant global issue – consumer financial health. The Great Recession and the COVID-19 recession highlight the need to focus on the consumer and efforts to improve their financial health.

This research highlighted the mediating role of self-control and suggested that existing and future financial products can positively influence consumer behavior drivers.

This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services.

Responses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid.

The results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users' desire. It was also found that PBC significantly influenced users' intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users' desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users' intention to use OFD services.

These findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour.

Against the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world.

本研究擬瞭解與網上訂餐相關的消費行為；尤其當有些國家推行了改變消費者行為的強制性封鎖政策的情況下，這類研究更具意義。透過應用目標導向行為模型，本研究擬探討消費者在使用網上訂餐服務時所意識到的風險。

研究人員於 2020年4月網上收集使用訂餐服務人士的意見，以瞭解其風險狀況和行為。研究共收集了339位人士的意見，並以偏最小二乘法進行分析。測量和結構模型均加以評估，以確保結構方程模型是站得住腳的。

研究結果顯示，態度、主觀規範、預期的正面和負面情緒、以及感知的行為控制，顯著地影響了用戶的慾望。研究結果亦發現，感知的行為控制顯著地影響了用戶的意圖。研究的經驗性結果暗示了表現、私隱、金錢上的爭議、可能會導致的身體損傷和感染2019冠狀病毒病的風險，負面地影響用戶的慾望。相比之下，影響著用戶使用網上訂餐服務的意圖的因素就只有可能會導致的身體損傷和感染2019冠狀病毒病的風險。

研究的結果，為提供網上訂餐服務的營運者和研究學者提供了重要的啟示，使他們更瞭解是什麼因素會迫使都市人在與健康息息相關的大流行病期間使用網上訂餐服務。而且，提供網上訂餐服務的公司亦可藉此重新調整其營運，以能處理客戶的憂慮和應付消費行為的變化。

在大流行病肆虐的背景下，本研究為網上訂餐服務提供者給予了啟示，以便他們能在後疫情時代制定新的策略和營運方法，以拓展其業務和留住消費者。

The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers.

Consumer sequential online click data, collected from JD.com, is used to analyze the dynamic competitive relationship between brands. It is found that the competition intensity across categories of products can differ considerably. Consumers exhibit big differences in purchasing time of durable-like goods, that is, the purchasing probability of such products changes considerably over time. The local polynomial regression model (LPRM) is used to analyze the relationship between brand competition of durable-like goods and the purchasing probability of a particular brand.

The statistical results of collective behaviors show that there is a 90/10 rule for the category durable-like goods, implying that ten percent of the brands account for 90 percent market share in terms of both clicking and purchasing behavior. The dynamic brand cognitive process of impulsive consumers displays an inverted V shape, while cautious consumers display a double V shaped cognitive process. The dynamic consumers’ cognition illustrates that when the brands capture a half of the click volume, the brands’ competitiveness reaches to its peak and makes no significant different from brands accounting for 100 percent of the click volume in terms of the purchasing probability.

There are some limitations to the research, including the limitations imposed by the data set. One of the most serious problems in the data set is that the collected click-stream is desensitized severely, restricting the richness of the conclusions of this study. Second, the data set consists of many other consumer behavioral data, but only the consumer’s clicking behavior is analyzed in this study. Therefore, in future research, the parameters brand browsing by consumers and the time of browsing in each brand should be added as indicators of brand competitive intensity.

The authors study brand competitiveness by analyzing the relationship between the click rate and the purchase likelihood of individual brands for durable-like products. When the brand competitiveness is less than 50 percent, consumers tend to seek a variety of new brands, and their purchase likelihood is positively correlated with the brand competitiveness. Once consumers learn about a particular brand excessively among all other brands at a period of time, the purchase likelihood of its products decreases due to the thinner consumer’s short-term loyalty the brand. Till the brand competitiveness runs up to 100 percent, consumers are most likely to purchase a brand and its product. That indicates brand competitiveness maintain 50 percent of the whole market is most efficient to be profitable, and the performance of costing more to improve the brand competitiveness might make no difference.

There are many studies on brand competition, but most of these research works analyze the brand’s marketing strategy from the perspective of the company. The limitation of this research is that the data are historical and failure to reflect time-variant competition. Some researchers have studied brand competition through consumer behavior, but the shortcoming of these studies is that it does not consider sequentiality of consumer behavior as this study does. Therefore, this study contributes to the literature by using consumers’ sequential clicking behavior and expands the perspective of brand competition research from the angle of consumers. Simultaneously, this paper uses the LPRM to analyze the relationship between consumer clicking behavior and brand competition for the first time, and expands the methodology accordingly.

The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer’s knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer’s perceived capability to engage in eco-behaviour.

This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs.

The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour.

Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour.

Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers.

Findings highlight the role of social capital within one’s community as a resource channel to encourage environmentally responsible consumer behaviour.

The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

The purpose of this paper is to investigate the factors associated with consumer’s intention to adopt wearable technology in healthcare, and to examine the moderating effects of product type on consumer’s adoption intention.

An integrated acceptance model was developed based on unified theory of acceptance and use of technology 2 (UTAUT2), protection motivation theory (PMT), and privacy calculus theory. The model was tested with 462 respondents using a survey.

Consumer’s decision to adopt healthcare wearable technology is affected by factors from technology, health, and privacy perspectives. Specially, fitness device users care more about hedonic motivation, functional congruence, social influence, perceived privacy risk, and perceived vulnerability, but medical device users pay more attention to perceived expectancy, self-efficacy, effort expectancy, and perceived severity.

This study is among the first to investigate healthcare wearable device from behavioral perspective. It also helps to comprehensively understand emerging health information technology (HIT) acceptance from technology, health, and privacy perspectives.

Recent statistics on increasing webrooming customers make it topical in the multi-channel retailing domain. The purpose of this paper is to offer an enhanced understanding on “Webrooming behaviour”, an area of concern for e-retailers by proposing an integrated framework grounded on the Theory of planned behaviour and Technology acceptance model.

The conceptual model presented develops a number of propositions applicable to webrooming behaviour utilizing the rich literature on channel choice behaviour in the multi-channel retailing environment. The propositions are open for verification and can serve the basis for future line of research.

The model proposed provides basis for understanding the webrooming sequence via search attitude towards online channels, purchase attitude towards offline channels, perceived ease of online search and perceived usefulness of webrooming behaviour. The impact of online risk perceptions and mediating role of (lack of) “trust” have been proposed along with the direct impact of product type and category which offers an holistic view towards understanding the webrooming conduct.

The model proposed lacks empirical verification. There is a need to test the model empirically to validate the model and to find out the suitability of integrated TPB-TAM model.

Webrooming substantially erodes online profits. Before retailers’ strategies to defend webroomers, it is imperative to understand the phenomenon from the consumer’s side. The model proposed is a step in this direction and provides the basis for formulating strategies for holding back the webroomers.

This paper adds to the body of knowledge in retailing by proposing a conceptual model on webrooming behaviour which is an emerging area of research in the present retail landscape.