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1 – 10 of 130Indrawati Indrawati, Gadang Ramantoko, Tri Widarmanti, Izzatdin Abdul Aziz and Farhat Ullah Khan
The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and…
Abstract
Purpose
The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed.
Design/methodology/approach
The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software).
Findings
All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions.
Practical implications
Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value.
Originality/value
This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping.
Propósito
El estudio pretende analizar la influencia de las motivaciones hedónicas y utilitarias y la autoestima en el comportamiento de compra online. Asimismo, se analiza el papel mediador de la compra impulsiva y la intención de compra.
Metodología
El estudio se realizó con los resultados de una encuesta en la que participaron 450 encuestados y los datos se analizaron mediante el modelo de ecuaciones estructurales (software Smart PLS 3.0).
Resultados
Todos los vínculos planteados como hipótesis fueron significativos y positivos, excepto la relación del motivo autoestima con la tendencia a la compra impulsiva, que fue negativa según la hipótesis. Además, el motivo hedónico tuvo un fuerte impacto positivo en la tendencia de compra impulsiva, mientras que, por el contrario, el motivo utilitario tuvo un fuerte impacto positivo en las intenciones de compra.
Originalidad
Este estudio investiga el papel de la autoestima y los motivos hedónicos en la conducta de compra impulsiva. Además, al emplear la teoría del comportamiento planificado, este estudio pone de relieve el papel de los motivos hedónicos y utilitarios en la actitud hacia la realización de compras en línea.
Implicaciones
Los directivos deberían centrarse en el valor funcional más que en el valor emocional para atraer a los clientes que tienden a ser utilitarios. En cambio, para los clientes que tienden a ser hedónicos, las ofertas de productos deben ser visualmente atractivas, estimulantes e inspiradoras, además de tener valor emocional.
目的
本研究旨在分析享乐动机和功利动机以及自尊心对网上购物行为的影响。 而且, 本文也分析了冲动性购物和购物意向在其中的中介作用。
方法
本研究采用了由450名受访者参与的调查结果, 并使用结构方程模型(Smart PLS 3.0软件)对数据进行了分析。
研究结果
除自尊动机与冲动性购物符合假设所提议的负相关倾向外, 其他所有关系均为显著正相关。此外, 享乐动机对冲动性购物倾向有较强的正向影响, 而功利动机则对购物意向有较强的正向影响。
原创性
本研究调查了自尊和享乐动机在冲动性购物行为中的作用。此外, 通过采用计划行为理论, 本研究强调了享乐和功利动机在对参与网上购物态度中的作用。
意义
管理者应该关注功能价值而不是情感价值, 以吸引那些倾向于功利主义的顾客。相反, 对于倾向于享乐主义的顾客, 产品应该具有视觉吸引力、刺激性和启发性, 并具有情感价值。
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Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto and Jessica Eva Gloria Tambunan
The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification…
Abstract
Purpose
The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context.
Design/methodology/approach
Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling.
Findings
The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude.
Practical implications
This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms.
Originality/value
This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method.
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Elisabetta Savelli, Barbara Francioni, Ilaria Curina and Marco Cioppi
The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural…
Abstract
Purpose
The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.
Design/methodology/approach
Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.
Findings
The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.
Practical implications
The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.
Originality/value
The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.
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This study identifies key facets leading to consumers' Internet of Things (IoT) adoption intention.
Abstract
Purpose
This study identifies key facets leading to consumers' Internet of Things (IoT) adoption intention.
Design/methodology/approach
Applying four technology acceptance theories (theory of planned behavior, technology acceptance model, pleasure-arousal-dominance theory and technology readiness index), the author uses deductive quantitative research to develop a model, explaining IoT adoption intentions. Administrated questionnaires are distributed in Egypt among generation-Z and millennials in malls. A total of 400 questionnaires are used for hypotheses testing, applying structural equation modeling (SEM) path coefficient analysis.
Findings
Results of this study show that attitude, dominance, perceived usefulness, innovativeness and insecurity impact consumers' IoT adoption intentions; subjective norms, perceived behavior control, pleasure, arousal, perceived ease, optimism and discomfort hold insignificant impact on consumers' IoT adoption intentions.
Research limitations/implications
Exploring IoT facets and how these facets impact consumers' adoption intentions, this study helps grasp technology acceptance in theory and practice, guiding scholar and practitioners (e.g. IoT developers, retailers, marketers and other field experts) to consider consumers' mindset when developing, improving and marketing IoT.
Originality/value
The contribution stems from the incorporation of various frameworks used to explain technology acceptance. By studying several theories jointly, the research extracts and identifies a significant set of facets (technical and psychological) to build a comprehensive theory of IoT acceptance, showing consumers' IoT adoption is not entirely similar to adoption of other past innovations. This understanding allows marketers to focus on content that needs to be promoted to boost consumers' IoT purchase plans. Future researchers could replicate the results to IoT categories (e.g. home appliances, cars, healthcare, education, sportswear, etc.) to improve external validity of the findings, among other future research opportunities.
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Abu Bashar, Brighton Nyagadza, Neo Ligaraba and Eugine Tafadzwa Maziriri
This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour.
Abstract
Purpose
This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour.
Design/methodology/approach
Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively.
Findings
The most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram.
Practical implications
This paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour.
Social implications
The Covid-19 pandemic has shaken the world’s economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli, making purchase and consumption decisions. For the marketers to sustain profitability, they need to understand the changing behaviour and tailor their offerings accordingly.
Originality/value
The article offers the emerging theme and sub-themes in the consumer behaviour research that leads to future expansion of this research domain.
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Victor Mueke Robinson and Heike A. Schänzel
The purpose of this paper is twofold. First, it highlights the emergence of Generation Z and the interface of its members with the tourism system. Second, by way of a theoretical…
Abstract
Purpose
The purpose of this paper is twofold. First, it highlights the emergence of Generation Z and the interface of its members with the tourism system. Second, by way of a theoretical model, the paper provides a more holistic approach to understanding Generation Z travel experiences in which the emphasis is shifted from the destination to the traveller. This is in keeping with the trend which lays more emphasis on people rather than landscape.
Design/methodology/approach
This is qualitative research founded on an interpretive (constructivist) paradigm. Selecting Generation Z as the subject locates this study under generational theory and assumes prima facie a socially constructed reality. The paper is based on research conducted in New Zealand aimed at understanding the travel experiences of inbound Generation Z travellers. Data were collected from 12 semi-structured interviews lasting about 30 min each and from 5 blogs. Nvivo 11 programme was used in analysing data and developing themes. Core categories and related themes were generated forming building blocks of a theoretical model.
Findings
Findings revealed interplay of multiple factors in Generation Z’s travel experiences at a destination. The factors are global in nature, destination centric and those which are immediate or proximate to the individual. To fully grasp the notion of experience requires the gestalt of the three as well as pre-trip, during-trip and post-trip factors.
Research limitations/implications
The impact of significant events upon participants is assumed. A specific analysis of the events and the magnitude of their influence on the individual participants may be necessary.
Practical implications
Destination marketers tend to concentrate on psychological aspects to appeal to the traveller. The focus, in this case, is creating an attractive image in the mind of travellers to get them to come to the destination. This research suggests shifting the focus to understanding the evolving traveller.
Social implications
Governments and tourism purveyors may require an ever-increasing budget to map out strategies to meet the continuously morphing needs of the future traveller. The constantly evolving global environment necessitates greater flexibility in institutional framework with less bureaucratic bottlenecks.
Originality/value
Generation Z is a relatively new entrant into the tourism market which makes this research relevant and timely. The paucity of academic literature on a generation which is contemporaneously in its “highly influenceable” period of life and entering adulthood in an increasingly changing world is further credence for this research. A more holistic theoretical model to understanding Generation Z travel experience is proposed.
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Anneli Douglas, Gijsbert Hoogendoorn and Greg Richards
This study aimed to determine the motivations of a select group of South Africans in terms of their potential engagement with cultural tourism; more specifically, the study set…
Abstract
Purpose
This study aimed to determine the motivations of a select group of South Africans in terms of their potential engagement with cultural tourism; more specifically, the study set out to show whether these motivations influence the cultural activities that the tourists want to participate in and whether their interest in specific cultural activities determines their destination choices. Furthermore, the mediating role of activities in the relationship between cultural motivations and destination choice was also assessed.
Design/methodology/approach
An online panel survey collected responses from 1,530 potential cultural tourists across South Africa. Hypotheses were tested, using structural equation modelling.
Findings
The results show that tourists' motivations for cultural tourism influence their likelihood of participating in specific cultural activities. Cultural tourism is shown to be influenced by more than learning and includes entertainment, relaxation, novelty and escape dimensions. There also seems to be a difference in the activities engaged in by destination type. For example, tourists likely to take part in indigenous cultural tourism activities are more likely to do so at hedonic destinations.
Practical implications
This paper contributes to the understanding of cultural tourism activities, aiding destinations in attracting cultural tourists. Destinations need to develop activities that match visitor motivations, increase satisfaction and encourage visitors to return.
Originality/value
The paper increases the understanding of cultural tourism in South Africa and underlines the importance of communities in providing distinctive tourism activities. The study also has an important social dimension, highlighting the role of social status in cultural tourism consumption and destination selection.
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Razia Sultana Sumi and Mahjabeen Ahmed
The purpose of this study is to explore the changing buying behavior of young Bangladeshi consumers in this pandemic situation toward online orientation. The major determinants of…
Abstract
Purpose
The purpose of this study is to explore the changing buying behavior of young Bangladeshi consumers in this pandemic situation toward online orientation. The major determinants of the technology acceptance model (TAM) and consumer value theory are used to explore their impact on buying attitudes toward behavior.
Design/methodology/approach
In this study, a model has been conceptualized to examine the influence of hedonic and utilitarian motivational values along with perceived usefulness and perceived ease of use on actual buying behavior under pandemic conditions. A structured questionnaire has been prepared for an online survey, and data have been collected from 395 online shoppers. The structural equation modeling technique has been applied to analyze the data using SPSS and SmartPLS 3 software.
Findings
The results of this study support that perceived enjoyment and utilitarian attributes (price, convenience and health aspects) positively affect online buying attitudes along with perceived usefulness and perceived ease of use. Finally, online buying behavior is significantly influenced by the positive attitude of consumers.
Research limitations/implications
The findings of this study may contribute to developing marketing strategies that may attract buyers toward a new business orientation with prosperous supreme features in the future. The emergence of the COVID-19 pandemic has changed the existing behavioral patterns of consumers and opened a new opportunity for marketers.
Practical implications
Young consumers are a larger section, and deep knowledge about youngsters may direct marketers toward appropriate use of marketing tools and strategies in the future.
Originality/value
This study integrated the TAM with hedonic and utilitarian motivational predictors to measure their impact on consumers' online buying behavior.
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Paulo Duarte, Susana C. Silva, Marcelo Augusto Linardi and Beatriz Novais
Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success…
Abstract
Purpose
Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success of SSTs implementation is still subject to challenges and uncertainties. This study aims to provide insights for theory and managers on the necessary conditions for the successful implementation of retail SSTs.
Design/methodology/approach
Based on an online survey, data from 251 participants were collected to understand the factors predicting SSTs adoption and realise what conditions are mandatory for the adoption. partial Least Squares Structural Equation Modelling (PLS-SEM) and necessary condition analysis (NCA) were used to analyse the data.
Findings
According to the NCA analysis results, 12 latent variables were relevant for predicting SSTs adoption, but only seven were necessary conditions for user adoption.
Originality/value
The complementarity of perspectives for understanding the adoption of SSTs based on the two data analysis techniques provides novel insights into theory and support for retailers' decision-making on self-service technologies (STTs) implementation.
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