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1 – 10 of 489Pınar Türkdemir, Erkan Yıldız and Mustafa Fikret Ateş
This study aims to determine the effects of e-service quality (e-SQ) in fashion e-storescapes (online retail store environments) on e-customer citizenship behaviour (e-CCB) and…
Abstract
Purpose
This study aims to determine the effects of e-service quality (e-SQ) in fashion e-storescapes (online retail store environments) on e-customer citizenship behaviour (e-CCB) and e-repurchase intention (e-RI), as well as to investigate whether e-CCB plays a mediating role in these relations.
Design/methodology/approach
In line with the aim of this study, the relationships between the variables were examined by using the mediation effect analysis within the framework of a Stimulus-Organism-Response (S-O-R) model. An online survey was developed based on the scales with proven reliability and validity. The convenience sampling method on social media sites was used to collect data for analysis from 500 volunteer participants who had previously shopped online for fashion brands between 1st and 30th September 2020. The partial least squares (PLS) path analysis method was used to analyse the research model.
Findings
This study revealed that the dimensions of e-SQ, except e-efficiency and e-privacy, have positive effects on all dimensions of e-CCB. Concurrently, this study identified that the dimensions of e-CCB have positive effects on e-RI. Subsequently, the study determined that the dimensions of e-CCB played a full mediator role between the dimensions of e-SQ and e-RI.
Research limitations/implications
The primary limitation of this study is that the study is based on the perceptions of fashion e-customers about the customers' e-tailing (online retailing) experiences, which is only reached via the convenience sampling method.
Practical implications
In this study, the positive relationships between e-CCB and e-RI were accepted as the acquirements of e-SQ in fashion e-storescapes. In this context, the reasons for fashion customers to repurchase from an e-storescape are not only low prices and product variety, but also the exhibition of extra-role behaviours in the form of e-SQ acquirements. These implications, which will attract the attention of fashion e-tailers, may enable the e-tailers to modify the e-SQ of e-tailers' e-storescapes based on customer feedback.
Originality/value
This study is unique as the study draws on the S-O-R theory to provide insight into the stimulus effect of e-storescape e-SQ on the mediating role of e-CCB. The current study is expected to contribute to the literature by highlighting the reasons for changes in consumption attitudes, intentions and behaviours amongst customers that prefer e-tailing for fashion apparel shopping.
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Vibhas Amawate and Madhurima Deb
The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to…
Abstract
Learning outcomes
The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy.
Case overview/synopsis
The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India.
Complexity academic level
Senior undergraduates; Master of Business Administration; Executive Master of Business Administration.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CSS 8: Marketing.
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Ting‐yan Chan and Christina W.Y. Wong
The purpose of this paper is to examine the relationships between product‐ and store‐related attributes of eco‐fashion and fashion consumers’ eco‐fashion consumption decisions;…
Abstract
Purpose
The purpose of this paper is to examine the relationships between product‐ and store‐related attributes of eco‐fashion and fashion consumers’ eco‐fashion consumption decisions; and if such relationships are subject to the price premium level of eco‐fashion.
Design/methodology/approach
A survey was conducted with consumers in Hong Kong: in total, 216 consumers participated in the survey. A confirmatory factor analysis was conducted to check the validity and reliability of the scales. Hypotheses were tested using multiple regression analysis.
Findings
The findings showed that only store‐related attributes of eco‐fashion positively influence consumers’ eco‐fashion consumption decision, yet, such relationship can be weakened by the price premium level of eco‐fashion.
Research limitations/implications
Fashion consumers’ response to product‐ and store‐related attributes of eco‐fashion is still important in predicting fashion consumers’ eco‐fashion consumption decision. Fashion consumer environmental attitudes can predict fashion consumers’ eco‐fashion consumption decision better than fashion consumers’ attitude towards eco‐fashion.
Practical implications
It is not enough for fashion companies to manufacture fashion clothing in an ethical production system and develop and design fashion clothing with sustainable and recyclable materials. They must also improve store‐related attributes of eco‐fashion to better satisfy fashion consumer needs, and should be cautious in the direct and moderating effect of price premium level of eco‐fashion when determining the price premium level of eco‐fashion.
Originality/value
The paper contributes to research by advancing understanding on how consumers make ethical consumption decisions in purchasing fashion, and provides retailers with managerial insights into devising marketing plans to promote eco‐fashion consumption, which facilitate fashion companies’ development of a sustainable fashion supply chain. Limitations and directions for future research are also presented in the paper.
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The purpose of this paper is to provide an overview about the Dutch fashion retailers' use of internet sites and the Dutch consumers' appreciation of apparel e‐tailing.
Abstract
Purpose
The purpose of this paper is to provide an overview about the Dutch fashion retailers' use of internet sites and the Dutch consumers' appreciation of apparel e‐tailing.
Design/methodology/approach
A selection of apparel chain stores was made with the criterion of having more than ten shops to investigate fashion retailers' sites. The sites were rated by the results of Google's search engines on name. Six categories about the content of the site were taken to measure completeness and the developmental stage of these web sites.
Findings
Retailer internet developments appear to be mainly complementary to their brick‐and‐mortar shop retail channel strategy. Of the interviewed consumers in The Netherlands 15 per cent had bought garments on the internet. Age and gender effects were not found. Inhibiting factors were security worries about payment, privacy and delivery, but the expected reasons such as fun, product information and fit, feel and look were less important.
Research limitations/implications
Since factors that inhibit buying on the internet are mainly connected to internet technology and insecurity, the prediction of 25 per cent of the consumers buying garments on the internet is only justified if internet use and buying becomes more generally accepted by larger consumer groups.
Practical implications
Apparel internet sales by retailers is a significantly growing retail channel. To be successful, retailers should take five recommendations seriously.
Originality/value
This paper offers an overview of current apparel retail internet strategies and an analysis of consumer data about apparel buying. Results are interpreted to offer recommendations to apparel retailers in general.
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Jihyun Lee and Yuri Lee
The purpose of this study was to find different effects of e‐tailer attributes on consumer attitude in fashion product purchase situations according to e‐tailer types.
Abstract
Purpose
The purpose of this study was to find different effects of e‐tailer attributes on consumer attitude in fashion product purchase situations according to e‐tailer types.
Design/methodology/approach
A quantitative study with a survey method was adopted to test the significance of the paths which construct the structural equation model.
Findings
As a result of the study, e‐tailers were classified into three types: comprehensive mall, fashion specialty mall, and limited brand mall. In addition three attribute dimensions were derived from the statistical analyses: transaction fulfillment, variety, and accessibility. Transaction fulfillment and variety were the critical dimensions for the comprehensive mall and the limited brand mall, whereas variety was the only significant dimension for the fashion specialty mall. According to the multi‐group comparison, it was found that similar strategic implications can be applied to comprehensive and limited brand malls.
Research limitations/implications
The variety dimension be further researched. With variety being equally important for all of the e‐tailer types, specific sub‐dimensions need to be identified.
Originality/value
The paper provides value in classifying the e‐tailer type and investigating the attributes.
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Hyeonsoo Kim, Yun Jung Choi and Yuri Lee
The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact…
Abstract
Purpose
The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing.
Design/methodology/approach
An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses.
Findings
Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site.
Practical implications
This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically.
Originality/value
The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.
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Pradeep Kautish, Sunita Guru and Anamika Sinha
The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and…
Abstract
Purpose
The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market.
Design/methodology/approach
The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models.
Findings
The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals.
Research limitations/implications
The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents.
Practical implications
The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels.
Social implications
The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms.
Originality/value
In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.
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The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being used to…
Abstract
Purpose
The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being used to support brands. The focus of this research is the top multi‐channel UK fashion retailers.
Design/methodology/approach
Content analyses were performed on the web sites of a number of top fashion and clothing retailers, plus three supermarket chains with a strong presence in clothes retailing. An analysis of the extent to which the retailers were using their web site to provide online services and information provided a context for a more detailed analysis of online branding strategies, including communicating brand identity and presence, and building brand relationships.
Findings
Most top “non‐value” fashion retailers offer transactions through their web site, offering extended opportunities for brand engagement and experience. While all fashion retailers achieve consistency of visual identity between the online and other channels, their use of the online channel to communicate brand values, and to promote brand relationships is underdeveloped. There is evidence of some innovative practice, but also scope for considerable further development of the notion of online branding. Research into online and multi‐channel branding has a role to play in supporting this process.
Originality/value
This study makes an important contribution to the under‐researched area of online branding, through a study of the online branding activities of top multi‐channel UK fashion retailers.
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The purpose of this paper is to examine the process of consumer satisfaction formation for e-commerce. The study also predicts that the satisfaction formation model of e-commerce…
Abstract
Purpose
The purpose of this paper is to examine the process of consumer satisfaction formation for e-commerce. The study also predicts that the satisfaction formation model of e-commerce will differ between the US and Korean consumers due to differences in cultural background.
Design/methodology/approach
The study integrates the expectation disconfirmation theory (EDT) and the technology acceptance model (TAM). The hypotheses are examined by analyzing a structural equation model for consumers in the USA and Korea.
Findings
The results show that the model demonstrates good fit for both groups. For consumers in both countries, when purchasing fashion products on a new e-commerce site, the performance of the site’s usefulness was found to be a crucial variable in their satisfaction and intention to use the site. While there was no significant difference in the multiple group measurement model invariance test, the findings are meaningful because the slight differences in the standard coefficients of the two groups are considered.
Originality/value
It is meaningful to apply EDT and the TAM to the daily deal site environment. The influence of related variables can be reconfirmed and new consumer behaviors can be better understood. The research provides fresh insights into consumer behavior that can benefit managers when they make decisions in the e-commerce field.
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Sameer Kumar, Jessica Eidem and Diana Noriega Perdomo
The motivation for this paper arises from the evolution of the e‐commerce which has provided new means for retailers to serve customers. Pure e‐tailers and clicks‐and‐mortars are…
Abstract
Purpose
The motivation for this paper arises from the evolution of the e‐commerce which has provided new means for retailers to serve customers. Pure e‐tailers and clicks‐and‐mortars are two business models of this new paradigm. It aims to study the particularities of pure e‐tailer (Amazon.com) and clicks‐and‐mortars (Walmart) with special focus on their dot com supply chains.
Design/methodology/approach
Strengths, weaknesses, oppositions, threats (SWOT), the Five Forces Model and Financial Performance Metrics analyses were used to draw comparisons and contrasts between Walmart.com and Amazon.com supply chains.
Findings
The paper finds that both companies serve their customers effectively through their efficient supply chains; however, due to the infancy of e‐commerce, both business models still face important challenges.
Originality/value
Amazon.com and Walmart.com have different supply chain models, as well as, strengths and weaknesses. They both face the same opportunities and threats as the e‐commerce industry grows rapidly. Analysis shows how lessons from one business entity can be applied to the other in order to bring even more efficiencies to both e‐tailers’ and clicks and mortars’ supply chains.
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