Search results
1 – 10 of 244Cherouk Amr Yassin and Ana Maria Soares
Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions…
Abstract
Purpose
Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB.
Design/methodology/approach
A proposed model of IB is tested using a mall intercept survey.
Findings
The findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not.
Research limitations/implications
Future research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes.
Practical implications
By tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD.
Originality/value
By exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.
Details
Keywords
Sílvia Cavalinhos, Maria de Fátima Salgueiro and Susana Henriques Marques
The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in…
Abstract
Purpose
The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in an in-store purchase providing a characterisation of those customers and analyses their usage preferences and behaviour intentions, presenting new insights concerning gender and generation preferences.
Design/methodology/approach
Quantitative research with customers of electronic stores was conducted based on a questionnaire applied at the store’s exit. To assess the differences between genders and among generations were used the parametric T-Test and one-way ANOVA.
Findings
The results demonstrate divergencies between generations when using mobile devices. In addition, they indicate that males have more intention to manage shopping tasks efficiently and consequently are less affected by in-store marketing stimuli and less predisposed to impulse purchases.
Research limitations/implications
Although real customers participated, a convenience sample was used. The results should be compared with research on other retailer types. The customer shopping motivations and the types of mobile device usage should be further investigated since they can change the experience and the retailer’s outcomes.
Practical implications
Contributing to related specific research areas such as shopping behaviour and technology in retail settings by showing the usage preferences, the study also provides information for retailers, especially those needing to approach the Gen Z customers, improving the development of strategies.
Originality/value
This research explores further the complementary role of the mobile device in an in-store purchase. By conducting the study in a new setting, it brings new insight into a less explored, yet important sector.
Dongmei Cao, Maureen Meadows and Xiao Ma
Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a…
Abstract
Purpose
Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).
Design/methodology/approach
The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.
Findings
The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.
Research limitations/implications
This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.
Practical implications
Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.
Originality/value
The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.
Details
Keywords
Angelo Bonfanti, Vania Vigolo, Virginia Vannucci and Federico Brunetti
This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that…
Abstract
Purpose
This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies and to detect the in-store strategies that use these technologies to make the store attractive and experiential.
Design/methodology/approach
This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers.
Findings
Sporting goods retailers use various in-store technologies to create a phygital customer shopping experience, including devices, mobile apps, wireless communication technologies, in-store activations, support devices, intelligent stations, and sensors. To improve the phygital customer journey and the phygital shopping experience, retailers meet customers' needs for utilitarian, hedonic, social, and playfulness experiences. Purely physical or digital strategies, as well as phygital strategies, are identified. This research also proposes a model of in-store phygital customer shopping experience design for sporting goods retailers.
Practical implications
Sporting goods managers can invest in multiple technologies by designing a physical environment according to the customers' needs for utilitarian, hedonic, social, and playful experiences. In addition, they can improve the phygital customer shopping experience with specific push strategies that increase customer engagement and, in turn, brand and store loyalty.
Originality/value
This study highlights how the phygital customer experiential journey can be created through new technologies and improved with specific reference to the sporting goods stores.
Details
Keywords
Sharfah Ahmad Qazi, Muhammad Moazzam, Waqas Ahmed and Muhammad Mustafa Raziq
Businesses are increasingly striving to become sustainable in terms of economic, environmental and social aspects. However, in the fresh food retail supply chains (SCs), achieving…
Abstract
Purpose
Businesses are increasingly striving to become sustainable in terms of economic, environmental and social aspects. However, in the fresh food retail supply chains (SCs), achieving environmental objectives can be challenging because of the unique characteristics of products such as perishability, bulkiness, short product lifecycle and the requirement for cold chain infrastructure. The retail industry is the face of a SC. Therefore, its role in achieving sustainable objectives is pivotal. This study examines the effect of green in-store operations on sustainability performance indicators of fresh food retail and examines the moderating role of organization size in this context.
Design/methodology/approach
Data are collected through surveys using self-administered questionnaires from 70 retail stores with 188 completed responses. Data are analyzed using structural equation modeling.
Findings
Results show a positive relationship between green in-store operation with environmental social and economic performance. Furthermore, these relationships are moderated by the organization size such that the positive green in-store operation and performance relationships are stronger in the case of environmental and social performance only and for larger retail stores. No moderation is seen for economic performance.
Originality/value
The study broadens the understanding of green SC management’s effect on sustainability performance in the retail industry. It shows how the positive implications of a green SC are contingent on organization size and have prominence for environmental and social performance.
Details
Keywords
Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan
Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the…
Abstract
Purpose
Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.
Design/methodology/approach
The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.
Findings
The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.
Research limitations/implications
The study is conducted in the Indian population, where omnichannel retailing is still nascent.
Originality/value
This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.
Details
Keywords
Joohye Hwang, Tracie Tung and Hira Cho
The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance…
Abstract
Purpose
The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.
Design/methodology/approach
A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.
Findings
The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.
Originality/value
The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.
Research limitations/implications
The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.
Details
Keywords
Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan
The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience…
Abstract
Purpose
The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).
Design/methodology/approach
The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.
Findings
The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.
Research limitations/implications
The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.
Originality/value
This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.
Details
Keywords
The aim of the study presented in this paper is to investigate the interrelationships among technologies in retail, webrooming and showrooming purchase intentions and customer…
Abstract
Purpose
The aim of the study presented in this paper is to investigate the interrelationships among technologies in retail, webrooming and showrooming purchase intentions and customer experience.
Design/methodology/approach
The study was conducted in the fashion industry in three fashion groups: LPP, CCC and Inditex, which declare to use omnichannel solutions in their supply chains. The study focusses on 825 customers drawn from the emerging market in Poland. The research follows the partial least squares path model procedure.
Findings
Based on the study, it was concluded that out-store technologies are positively associated with omnichannel purchase intentions and also positively associated with cognitive and affective customer experience. This study proves that the boundary between traditional and online stores is beginning to blur, and thanks to new technologies, customers can experience traditional shopping resembling online shopping, and vice-versa.
Research limitations/implications
Although the results provide several major contributions to theory and implications for practitioners, the study still demonstrates some methodological constraints. More specifically, although the study employs a relatively large research sample of 825 shoppers, it still focusses only on a selected group of customers in three fashion groups, LPP, CCC and Inditex, and is limited to investigating a particular type of customer experience solely in the fashion industry.
Originality/value
The results of this study not only verify the theoretical concepts and assumptions of technologies supporting omnichannel retail but also offer a practical roadmap for creating omnichannel solutions providing the best customer experience.
Details
Keywords
Kavita Srivastava and Divyanshi Pal
The study’s objective is to measure the importance consumers attach to AI-based attributes, namely, chatbots, face recognition, virtual fitting room, smart parking and…
Abstract
Purpose
The study’s objective is to measure the importance consumers attach to AI-based attributes, namely, chatbots, face recognition, virtual fitting room, smart parking and cashier-free station in retail stores. The study also examines the specific purpose of using these attributes for shopping.
Design/methodology/approach
A conjoint experiment was conducted using fractional factorial design. Consumers were given 14 profiles (AI attributes and its levels) to rank according to their visiting preferences.
Findings
The results revealed that the retail chatbot was considered the most important attribute, followed by face recognition, virtual fitting room, smart parking system and cashier-free station. Moreover, consumers prefer to use chatbots for in-store shopping assistance over alerts and updates, customer support and feedback. Similarly, consumers wish a face recognition facility for greetings while entering the store over other services. In addition, cluster analyses revealed that customer groups significantly differ in their preferences for AI-based attributes.
Practical implications
The study guides retail managers to invest in AI technologies to provide consumers with a technology-oriented shopping experience.
Originality/value
Our results provide an insight into the receptivity of AI technologies that consumers would like to experience in their favorite retail stores. The present study contributes to the literature by investigating consumer preferences for various AI technologies and their specific uses for shopping.
Details