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This chapter explores the relationship between impulsive online purchasing and the features of online consumers.

The data was collected through a survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. The data was analysed using factor analysis and one-way analysis of variance.

Research results indicate that Croatian online consumers are influenced by two major factors, impulsiveness and recreational factor. Based on the obtained results, profiles of Croatian online consumers can be identified.

The sample contained Internet users from one Croatian county only, which possibly limits the generalisation of the findings. Future research should include Internet users from other Croatian counties, as well as their socio-economic characteristics.

The findings may be useful to online retailers, as well as marketers and practitioners to recognise and understand the determinants of online purchasing behaviour in order to convert casual online visitors to buyers and to encourage impulsivity in online buying behaviour.

The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.

Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.

This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.

This review identifies low self-concept clarity (SCC) as a source of consumer vulnerabilities and explains how the uncertainty associated with low SCC leads to processes that result in materialistic behaviors and overspending, product dissatisfaction, and potential self-harm. Processes include uncertainty reduction efforts through symbolic self-completion and social comparison, responses to everyday self-concept threats that result in feelings of deficiency and reduced consumption constraints, and susceptibility to interpersonal and marketer influences. In addition, the negative association between SCC and materialism is explained, risk factors for low SCC are described, and the need for research to help low SCC consumers deal with their vulnerabilities is explored.

This study tests the influence of Big Five Personality Traits (BFPTs) and demographic factors on Facebook behavior of Posting, Feature Usage, and Making Friends in India, home to the highest number of Facebook users in the world. Gen-Z is the demographic most involved in social media, thus this age group’s behavior can be most accurately gauged from Facebook habits and so it forms the basis of this study. Facebook behavior identified in this study was the outcome of an elicitation study conducted among university students. The sample survey consisted of 290 Facebook users aged between 17 and 24 years. The chapter uses factor analysis and structural equation modeling (SEM) for data analysis. Results revealed that extroverts and those open to experiences would post more. Meanwhile, the conscientious were less inclined to use features such as emoticons while those more agreeable embraced them. Women and those more neurotic would not befriend strangers. Also, posting and feature usage increased with user age. Study results highlight the potential of analyzing Facebook behavior to gauge personalities, which could benefit recruiters and marketers. Academically, this is the first study related to India where a scale for Facebook behavior is developed (namely Posting, Feature Usage, and Making Friends) and then validated for future research work.

Airport economics literature has recently included the supply of concession services among the factors that might affect airport pricing. In particular, there is only little empirical analysis on whether: (i) the supply of airport concession services can stimulate the demand for travel (two-side complementarity) and (ii) the demand for airport concession services is independent of traveling activities (welfare neutrality). In this chapter, we survey papers that have addressed two-side complementarity and welfare neutrality in airport concessions. Our goal is to discuss the different assumptions that have shaped the models and to collect evidences, facts and empirical findings that may support analytical hypotheses. We argue that the notions of two-side complementarity and welfare neutrality might be interrelated – especially when airports invest in concessions in the area accessible to non-passengers. Welfare gains should be assessed on a case by case basis, depending on the type of airport in terms of ownership, size (and the relative mass of connecting passengers compared to origin–destination passengers), and the source of concession revenues. Our arguments might be particularly relevant to policy makers who need to understand (i) whether the supply of concessions reduces or increases the benefits of airport (aviation) price regulation and (ii) whether the effective control of market power may require the regulation of the prices of both the businesses.

Determining the right number of customers inside a store (i.e. human or customer density) plays a crucial role in retail management strategies. On the one hand, retailers want to maximize the number of visitors they attract in order to optimize returns and profits. On the other hand, ensuring a pleasurable, efficient and COVID-19-proof shopping experience, would go against an excessive concentration of shoppers. Fulfilling both retailer and consumer perspectives requires a delicate balance to be struck. This chapter aims at supporting retailers in making informed decisions, by clarifying the extent to which store layouts influence (perceived) consumer density. Specifically, the chapter illustrates how new technologies and methodologies (i.e. agent-based simulation) can help in predicting a store layout's ability to reduce consumers' perceived in-store spatial density and related perceptions of human crowding, while also ensuring a certain retailers' profitability.

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network approach (see, e.g., Axelsson & Easton, 1992; Håkansson & Snehota, 1995a). The study describes how adaptations initiate, how they progress, and what the outcomes of these adaptations are. Furthermore, the framework takes into account how adaptations spread in triadic relationship settings. The empirical context is corporate travel management, which is a chain of activities where an industrial enterprise, and its preferred travel agency and service supplier partners combine their resources. The scientific philosophy, on which the knowledge creation is based, is realist ontology. Epistemologically, the study relies on constructionist processes and interpretation. Case studies with in-depth interviews are the main source of data.

By the end of this chapter, you should be able to demonstrate an understanding of:

The way in which consumers use mobile devices to engage with fashion retailers online.

What external and internal stimuli can be used to engage with consumers and encourage online interaction?

The lens in with the Stimulus–Organism–Response (SOR) model is applied to understand consumer behaviour.

How marketing can used both to trigger consumption activities and to encourage more sustainable behaviours?