Search results
1 – 10 of over 11000Yang Liu, Qi Li, Tudor Edu, Laszlo Jozsa and Iliuta Costel Negricea
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
Marketing strategies are proposed based on the mobile platform characteristics and considering Chinese customer values, for generating positive emotions and impulsive buying.
Originality/value
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.
Details
Keywords
This study aims to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy and contents) on the buying behavior of Muslim consumers…
Abstract
Purpose
This study aims to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy and contents) on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan along with the moderating role of brand image. Precisely, it focuses on the marketing techniques and strategies in social advertising to enhance buying behavior.
Design/methodology/approach
Using the convenience sampling technique, data was collected from 304 Muslim consumers during the Holy Month of Ramadan. Questionnaires were self-administered, and data was analyzed via Smart partial least square structural equation modeling.
Findings
Social advertising (informative, entertainment, credibility, privacy, ease of use, contents) and brand image have a positive relationship with the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan, while the brand image has nonmoderating effects. Furthermore, social advertising has a positive and significant relationship with the brand image.
Research limitations/implications
This study is only limited to fashion clothing brands in the Malaysian Muslim community and is based only on the few dimensions of the theory of reasoned action and technology acceptance model (TAM).
Practical implications
Results clarified the impact of social advertising and brand image on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan and the moderating role of brand image in achieving the business objectives.
Originality/value
This study has evaluated the effects of social advertising and brand image in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan toward the fashion clothing brands along with the moderating role of brand image based on the theory of reasoned action and TAM model. Precisely, this study examined the unique characteristics of social advertising and the relative importance of informative, entertainment, credibility, ease of use, privacy and content in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan, where consumers are emotionally involved in buying fashion clothing brands due to Eid al Fitr celebration.
Details
Keywords
Fatema Shabib and Subhadra Ganguli
The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of 18-55…
Abstract
Purpose
The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of 18-55 and their buying behavior toward cosmetics products.
Design/methodology/approach
Quantitative method is used for focusing on Bahraini women consumers aged between 18-55 years. Primary data comprising consumer’s buying behavior and attitudes were collected through an online questionnaire and analyzed using software like SPSS and Microsoft Office Excel.
Findings
The empirical findings revealed that Bahraini women are not aware of CSR. This lack of awareness leads to the exclusion of CSR as a factor in their purchase decisions. However, the awareness of CSR can become a reason for avoiding purchase of specific cosmetics when the consumer discovers that the producer has been involved in socially irresponsible business practices. Moreover, Bahraini women do not seek CSR-related information voluntarily from the cosmetics industry.
Research limitations/implications
This research paper is subject to sample size limitations; it focuses on women of a specific age group using cosmetics and is limited to the Kingdom of Bahrain. Survey method was used as the only primary data collection method.
Practical implications
This research provides a clear picture of how consumers behave in the absence of any or very little awareness of CSR. It can benefit cosmetics companies, both existing and new, for adopting future long-term marketing strategies to create public awareness of CSR.
Social implications
This research highlights the importance of raising awareness of CSR in the Kingdom of Bahrain and the possible implications of such activities on consumers’ purchases of cosmetics products.
Originality/value
This paper contributes significantly toward information regarding Bahraini consumers’ lack of awareness of CSR and sheds light on consumers’ behavior toward cosmetics products in the Kingdom of Bahrain.
Details
Keywords
Sandra Simas Graça and Virginie Pioche Kharé
This study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price…
Abstract
Purpose
This study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price value, attitude, and environmental knowledge) in influencing green buying behavior in a developed versus a developing country.
Design/methodology/approach
Data was collected through a self-administered online survey in the United States (n = 195) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling software. Multi-group analysis was conducted to compare the impact of drivers and mediators on consumers' intention and willingness to buy green products and services between the two country groups.
Findings
The direct effects of price value, attitude, online education, and environmental knowledge, together with the indirect effects of perceived quality, social influence, and online education explain a significant amount of variation in driving consumer sustainability behavior in both countries. Differences between countries indicate that cultural and country's level of economic development moderate some relationships in the model. Affordable prices and social influences are stronger in Brazil.
Practical implications
Organizations must educate consumers on relevant socio-ecological issues and communicate the positive aspects of their sustainable offerings as a proactive way to change consumers' attitude toward sustainability behavior, while recognizing the influence of family and friends in collectivist societies and price value in emerging markets.
Originality/value
This study is unique in drawing from three theories of green buying behavior and for empirically demonstrating the importance of distinct drivers and mediators under the context of countries in different stages of economic development (developed and developing). It provides a more global perspective on the topic and highlights the influential power of the key transformative mediators in the model.
Details
Keywords
Ivana Kursan Milaković and Dario Miocevic
By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online…
Abstract
Purpose
By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.
Design/methodology/approach
A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.
Findings
Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.
Research limitations/implications
Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.
Practical implications
This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.
Originality/value
Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.
Details
Keywords
Mohammad Anas, Mohammed Naved Khan, Obaidur Rahman and S. M. Fatah Uddin
During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the…
Abstract
Purpose
During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the availability of various items in the stores. This study aims to explore the factors affecting the impulse buying behavior of consumers during a pandemic like COVID-19 in India.
Design/methodology/approach
Using an online questionnaire, 304 Indian consumers were surveyed using a convenience sampling technique. Proposed hypotheses and model were analyzed using structural equation modeling.
Findings
The study confirmed that fear and resource availability are the most significant factors affecting consumer’s impulse buying behavior during a pandemic. The findings suggest that retailers can minimize the consumer’s fear and manage impulse buying to their advantage by providing better resources to their patrons while they shop.
Originality/value
During the ongoing COVID-19 pandemic, in the context of businesses, it is being observed that the purchase preferences of consumers have become chaotic and significant swings are visible in their shopping behavior. Thus, the study is an attempt to shed light on the factors that affect consumer impulse buying behavior in such disruptive settings.
Details
Keywords
Md. Kashedul Wahab Tuhin, Mahadi Hasan Miraz, Md. Mamun Habib and Md. Mahbub Alam
This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and consumers’…
Abstract
Purpose
This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and consumers’ personal norms on consumers’ attitudes and halal buying behaviour. The study also reconnoiters the mediating role of consumer attitudes.
Design/methodology/approach
With a structured questionnaire, a survey was conducted to collect data on consumer attitudes, personal norms and halal buying behaviour. Finally, 229 valid questioners were retained for data analysis. The structural equation modelling technique was used for data analysis using SmartPLS 3.0 software.
Findings
The result of this study suggests that consumers’ attitude towards halal purchase depends on consumers’ personal norms and religiosity. Further, the role of consumer attitudes and religiosity on the halal buying behaviour of consumers is significant. However, the personal norm is not a significant predictor of halal buying behaviour. Consumer attitudes mediate the relationships between personal norms and halal buying behaviour, as well as religiosity and halal buying behaviour.
Research limitations/implications
The findings of the present study indicate that consumers’ personal norms and religiosity are the important determinants of consumer attitude and behaviour towards halal purchase. Marketers of halal products and services should focus on strengthening consumers’ attitudes and religiosity to influence consumer behaviour towards halal purchase.
Originality/value
In light of recent research studies on the halal purchase, the present research finds the essential predictors of consumers’ halal purchase attitude and behaviour. The study also reveals that consumer attitude is an important role in strengthening halal buying behaviour, as it has both direct and indirect impact halal buying behaviour.
Details
Keywords
The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping.
Abstract
Purpose
The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping.
Design/methodology/approach
Two pretests were conducted; Pretest 1 to identify external impulse trigger cues on web sites and Pretest 2 to evaluate the content validity of the findings from Pretest 1. Based on the pretests, a web experiment and survey were conducted to explore the effect of different external impulse trigger cues on impulse‐buying behavior online and also to examine how internal factors of impulse buying (impulse‐buying tendency (IBT), affective and cognitive state, normative evaluation) are related to online impulse‐buying behaviors.
Findings
No significant differences were found among the types of external impulse trigger cues, however a positive correlation was found between a person's IBT and online impulse‐buying behavior, and between a person's affective state and online impulse‐buying behavior. A negative correlation was found between a person's cognitive state and actual online impulse‐buying behavior. And last, a significant positive correlation was found between a person's normative evaluation and actual online impulse‐buying behavior.
Research limitations/implications
This study extends the Consumption Impulse Formation Enactment model into an online shopping context. Marketers can use this information to assess their own web sites in terms of what external stimuli to present on their web sites to trigger impulse buying.
Originality/value
Given the prevalence of impulse buying in online shopping and the importance of impulse purchases to a retailer's profit, this study provides useful insights into impulse‐buying behavior in an online setting.
Details
Keywords
Francisco J. Martínez‐López, Paula Luna and Francisco José Martínez
First, to theoretically justify and empirically test the sequence of effects based on the standard learning hierarchy to explain consumers' online buying‐related responses…
Abstract
Purpose
First, to theoretically justify and empirically test the sequence of effects based on the standard learning hierarchy to explain consumers' online buying‐related responses. Second, to analyse the moderating role that consumers' internet expertise can play on the formation of both their affective and buying‐related responses towards this medium.
Design/methodology/approach
This study poses a conceptual model which is tested by means of LISREL. The data used come from a questionnaire applied to American and Spanish internet users. These two countries have been selected taking into account their differences regarding their degree of internet expertise.
Findings
The modelling approach appears to be adequate to explain online consumer behaviour. Moreover, different levels of consumers' internet expertise determines, in general, the predominance of the central or the peripheral route within the formation of their affective and behavioural responses to this medium.
Research limitations/implications
This study provides a relevant contribution to the field of consumer behaviour on the internet. It presents an extensive literature review; it introduces new concepts and new relations among them; it successfully adapts classic consumer theories, i.e. the CAB paradigm and the Elaboration Likelihood Model – to the electronic market context; and it has a cross‐national vision.
Practical implications
It shows how any virtual firm which endeavours to understand consumers' shopping behaviour in its web site should consider these general issues in conjunction with the rest of the specific factors and variables related to it.
Originality/value
This is one of the first studies which, on the one hand, theoretically integrates in a model the following concepts: beliefs and attitude towards the internet, trust in internet shopping and online shopping, and on the other, demonstrates that the degree of internet expertise plays an essential role in determining how consumers process and form their affective and buying‐related responses on the internet.
Details
Keywords
Raeda Habash and Hani Al-Dmour
This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan.
Abstract
Purpose
This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan.
Design/methodology/approach
A conceptual framework was developed based on consumer buying behavior theoretical background and a review of the relevant literature. A quantitative approach and a convenience sampling method were used to obtain data from self-administered questionnaires, which were completed by 351 academic staff from selected Jordanian universities.
Findings
The results indicate that all antecedent factors (internal, external and combined) have significant positive influences on the intentions to buy OTC medicines. Internal factors are more influential than external factors; however, the combination of internal and external factors resulted in the greatest influence on buying OTC medicines compared to each category separately.
Originality/value
This paper has integrated and examined empirically the antecedent factors that influence intentions to buy OTC medicines (internal, external and combined) in Jordan’s business environment context as a developing country for the first time.
Details