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Article
Publication date: 1 February 2003

The relationship between consumer characteristics and attitude toward online shopping

Shwu‐Ing Wu

The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping…

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Abstract

The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping was measured using the Fishbein model. The relative factors influencing user attitudes toward online shopping and the relationship between the attitude and the influence factors were explored. The results show that the Fishbein model can effectively measure consumer attitudes and the examined consumer characteristics were important influence factors on consumer attitudes and online shopping decisions.

Details

Marketing Intelligence & Planning, vol. 21 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/02634500310458135
ISSN: 0263-4503

Keywords

  • Electronic commerce
  • Consumer behaviour
  • Consumer attitudes
  • Internet
  • Shopping

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Article
Publication date: 14 January 2021

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

Anwar Sadat Shimul, Matthew Barber and Mohammad Ishmam Abedin

This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on…

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Abstract

Purpose

This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression.

Design/methodology/approach

Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26.

Findings

The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention.

Practical implications

The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions.

Originality/value

This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-06-2020-0184
ISSN: 1759-0833

Keywords

  • Religiosity
  • Apology
  • Forgiveness
  • Celebrity transgression
  • Brand attitude
  • Advertisement
  • Muslim consumers

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Article
Publication date: 2 December 2020

Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement

Jihad Mohammad, Farzana Quoquab and Nur Zulaikha Mohamed Sadom

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase…

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Abstract

Purpose

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.

Design/methodology/approach

The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.

Findings

The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.

Originality/value

This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JFMM-05-2020-0080
ISSN: 1361-2026

Keywords

  • Sustainable clothing
  • Mindful consumption behaviour
  • Consumer engagement
  • Attitude towards second-hand clothes
  • eWOM
  • Malaysian consumers

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Article
Publication date: 11 September 2020

The effects of resilience and familiarity on the relationship between CSR and consumer attitudes

Dongjun Rew and Wonsuk Cha

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes…

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Abstract

Purpose

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

Design/methodology/approach

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

Findings

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

Originality/value

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/SRJ-05-2020-0224
ISSN: 1747-1117

Keywords

  • Consumer attitudes
  • Corporate social responsibility
  • Brand familiarity
  • Consumer resilience
  • Traumatic events

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Article
Publication date: 4 June 2020

Experience and attitude towards luxury brands consumption in an emerging market

Deepika Jhamb, Arun Aggarwal, Amit Mittal and Justin Paul

Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the…

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Abstract

Purpose

Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption.

Design/methodology/approach

The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model.

Findings

The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands.

Research limitations/implications

The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries.

Practical implications

The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market.

Originality/value

The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.

Details

European Business Review, vol. 32 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/EBR-09-2019-0218
ISSN: 0955-534X

Keywords

  • Luxury brand consumption
  • Consumer behaviour
  • Post-purchase behaviour
  • Consumer attitude
  • Consumer experience
  • India

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Book part
Publication date: 24 October 2015

Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands

Nayyer Naseem, Swati Verma and Attila Yaprak

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions…

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Abstract

Purpose

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

Methodology/findings

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Research/practical/social implications

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Originality/value

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Details

International Marketing in the Fast Changing World
Type: Book
DOI: https://doi.org/10.1108/S1474-797920150000026012
ISBN: 978-1-78560-233-7

Keywords

  • Global brand
  • globalization
  • ethnocentrism
  • consumer affinity
  • purchase intention

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Article
Publication date: 8 May 2020

Shaping the consumers’ attitudes towards Halal food products in Turkey

Mahmut Selami Akın and Abdullah Okumuş

The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk…

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Abstract

Purpose

The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk and behavioral tendency on attitudes toward halal food products are investigated.

Design/methodology/approach

343 valid questionnaires were obtained. Exploratory and confirmatory factor analyses were performed to ensure content validity, and structural equation modeling was progressed to test the relationships among variables through IBM SPSS Statistics 22.0 and AMOS 23.0 software.

Findings

Research validates the tripartite model of attitude and suggests attitude toward halal food is formed by predominantly behavioral tendency and partially psychological drivers, rather than cognitive elements.

Research limitations/implications

The characteristics of participants should be different and larger sample may provide some other results. The product or service context should be different, for example, halal cosmetic, halal hygienic, halal tourism.

Practical implications

Trigger messages may put forward in marketing communications activity for halal food products marketing and halal certificated food brands need to establish their distribution networks effectively to get closer with consumers.

Originality/value

Attitudes towards halal products represent the key driver of consumer behavior for the development of marketing strategies in certified halal firms addressing both domestic and foreign markets. It is the first study examining Turkish consumer attitudes toward halal food product using tripartite model in the field of halal consumption behavior. The paper offers a different methodological framework and it could be potentially of interest for scholars, marketers and policy makers.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-08-2019-0167
ISSN: 1759-0833

Keywords

  • Perceived risk
  • Islamic marketing
  • Halal market
  • Attitude toward halal food
  • Halal food awareness

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Article
Publication date: 11 November 2019

Fashion trendsetting, attitudes toward money, and tendency to regret

Jane E. Workman and Seung-Hee Lee

The purpose of this paper is to examine differences among fashion trendsetting groups in money attitudes and consumer tendency to regret (CTR).

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Abstract

Purpose

The purpose of this paper is to examine differences among fashion trendsetting groups in money attitudes and consumer tendency to regret (CTR).

Design/methodology/approach

Students completed questionnaires containing demographic items and scales measuring money attitudes (power/prestige, quality, anxiety and distrust), CTR (CTRpurchase, CTRnot purchase) and trendsetting. Data analysis included descriptive statistics, Cronbach’s α, M/ANOVA and SNK post hoc test.

Findings

Participants lowest in trendsetting scored lower in power/prestige than earlier adopters. Trendsetters scored higher in quality and anxiety than later adopters. Trendsetters scored higher in CTRnot purchase but not in CTRpurchase. Participants higher (vs lower) in CTRpurchase scored higher in power/prestige, distrust and anxiety but not in quality. Participants higher (vs lower) in CTRnot purchase scored higher in power/prestige, quality and anxiety but not in distrust.

Research limitations/implications

Generalization of results is limited because the college student sample was not representative of the general population of consumers.

Practical implications

Many retailer sales tactics are designed to pressure consumers to buy and buy now – thus raising consumers’ level of anxiety. Retailers might benefit from strategies to reduce consumers’ negative emotions (e.g. anxiety, distrust) and to encourage attention to positive social or personal benefits of products.

Originality/value

Results extend cognitive dissonance theory and the post-purchase evaluation model by finding differences among fashion trendsetter groups in post-purchase evaluation and money attitudes. No prior research has explored CTR and money attitudes among fashion trendsetter groups.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 11
Type: Research Article
DOI: https://doi.org/10.1108/IJRDM-03-2019-0081
ISSN: 0959-0552

Keywords

  • Money attitudes
  • Consumer tendency to regret
  • Fashion trendsetting

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Article
Publication date: 19 September 2019

The moderating role of age and gender on the attitude towards new luxury fashion brands

Soundararaj Ajitha and V.J. Sivakumar

There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how…

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Abstract

Purpose

There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how the “new” luxury brands have become a success, but is also illustrative of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude.

Design/methodology/approach

This study employed a self-monitored survey to collect the data from the customers of new luxury fashion retail brand stores in Chennai, India for empirical validation of the model. Data collected from 394 new luxury brands shoppers were analysed using partial least squares structural equation modelling.

Findings

The need for uniqueness and self-monitoring had significant positive influences on social-adjustive attitude and value-expressive attitude. However, the relationship between self-monitoring and value-expressive attitude was weak when compared to other relationships. Significant differences were seen in the strengths of the relationships between gender and age.

Originality/value

New luxury is significantly different from traditional luxury. Analyses regarding age group, gender and attitude can provide unique understanding related to new luxury trends, especially in a price sensitive and emerging market like India. This would help managers in segmenting the market based on consumer demographics, and devise strategies based on their characteristics to influence their attitudes and other behavioural patterns.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/JFMM-05-2018-0074
ISSN: 1361-2026

Keywords

  • Self-monitoring
  • Need for uniqueness
  • Age and gender
  • New luxury
  • Social identity function

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Article
Publication date: 3 October 2019

The mechanism of positive emotions linking consumer review consistency to brand attitudes: A moderated mediation analysis

Heng-Hui Wu, Pornchanoke Tipgomut, Henry F.L. Chung and Wei-Kuang Chu

As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in…

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Abstract

Purpose

As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in influencing attitudes toward brands by examining its underlying effect on consumers’ emotions after they read consistent consumer reviews. In addition, the moderation effect of hedonic and utilitarian purchase values on positive consumer emotions and attitudes toward brands is explored.

Design/methodology/approach

This study used a quantitative design in which 329 participants – undergraduate and MBA students at a university in Taiwan – were asked to complete online questionnaires. To generalize the results, the questions in the questionnaire were based on any consumer reviews that the participants had recently browsed.

Findings

Consumer review consistency positively influences attitudes toward brands. Positive emotions are also developed when reading consistent consumer reviews, and this positively influences consumers’ attitudes toward brands. However, positive emotions are not derived from consistent consumer reviews in all contexts. The results show that positive emotions work well when consumers shop using hedonic value. Positive emotions create positive consumers’ attitudes toward a brand when they shop using hedonic value, but this significant effect does not occur when consumers shop using utilitarian value.

Research limitations/implications

This study’s results suggest that only investigating the quality of a consumer review or other aspects of a single review might overlook the impact of consumer review consistency, as consumers read multiple reviews. Consumer review consistency plays an important role in brand effectiveness, as consumers form positive attitudes toward brands when they read consistent reviews. Positive emotions can strengthen consumers’ attitudes toward a brand. Moreover, positive emotions increase positive attitudes toward brands only when consumers shop using hedonic value. However, positive emotions do not enhance consumers’ attitudes if they shop using utilitarian value.

Practical implications

Rather than focusing on the quality of a single review, online shops should carefully consider consumer review consistency. Although positive reviews are better than negative reviews, it is quite difficult for every shop to maintain 100 percent positive reviews. Therefore, maintaining and offering quality products and services are rather important to acquiring more positive reviews. Online shops should consider experimental marketing strategies when managing online shops. The layout of online sites that show consistent consumer reviews can provide consumers with cues that shorten decision making, especially for products that consumers tend to shop for using hedonic value.

Originality/value

This research extends the previous consumer review literature. Previous research was focused mainly on the quality of consumer reviews or other aspects of a single review. This research shows that focusing a single consumer review is not sufficient, as consumers generally read more than one consumer review. In addition, the role of positive emotions as a mediator between consumer review consistency and attitudes toward a brand was investigated. Furthermore, the moderated mediation effect was applied to investigate the role of shopping value (hedonic vs utilitarian value) as a moderator of positive emotions’ mediation effect.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/APJML-03-2019-0224
ISSN: 1355-5855

Keywords

  • Hedonic
  • Experience
  • Emotion
  • Brand attitudes
  • Consumer review

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