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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.

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.

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.

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.

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.

This study integrated the TAM with hedonic and utilitarian motivational predictors to measure their impact on consumers' online buying behavior.

This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying.

As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses.

Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying.

Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour.

Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact.

This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

Este trabajo explora la compra por impulso en el sector de la moda, comparando los canales físico y online para determinar cuál se percibe como más impulsivo.

De la revisión de la literatura se extraen tres preguntas de investigación, examinadas a través de una encuesta auto-administrada online con 212 respuestas válidas.

Los resultados muestran que: el canal offline es ligeramente percibido como más impulsivo que el online; los factores motivadores de la compra impulsiva online explican mejor este comportamiento que los desmotivadores; las redes sociales pueden tener un gran impacto en la compra impulsiva.

Las limitaciones radican en el plan de muestreo, el tamaño muestral, y la medición de algunas variables; sólo una industria es analizada. Futuras investigaciones deberán: confirmar que los gastos de envío-devolución, así como la gratificación retrasada (tradicionalmente considerados como motivadores de la compra online) pueden motivar la compra impulsiva online; clarificar resultados contradictorios sobre la privacidad y la conveniencia de Internet. Esta investigación contribuye a la validación de un instrumento para medir la influencia de las redes sociales en la compra impulsiva.

Las tiendas físicas pueden estimular la compra por impulso más que los vendedores online. Los gestores deben seleccionar cuidadosamente las redes sociales para favorece la compra por impulso, siendo Facebook e Instagram las más influyentes; Twitter tiene el menor impacto.

Este estudio compara el fenómeno de la compra impulsiva tanto en el canal físico como online, y explora la influencia de las redes sociales en la compra impulsiva.

The influence of website quality on online compulsive buying behavior (OCBB) in the context of online shopping based on the usage of a credit card (UCC) and online impulsive buying behavior (OIBB) was investigated in this study.

The authors used a research model to examine the relationships between the study components as per the prescription. For this investigation, the authors used an online survey form to obtain primary data from 350 respondents on social media. A covariance-based structural equation modeling approach was used to evaluate the structural research model and data.

The findings reveal that the quality of online shopping websites positively affects consumers' UCC and OIBB, and these in turn positively influence their OCBB.

The study emphasized impacting elements on consumer behavior and gave advice for future research based on the results. Using several dimensions of website quality, this study bridges the knowledge gap between UCC, OIBB and OCBB.

Based on UCC and OIBB, the authors developed a new model to investigate the link between website quality and OCBB. To the best of the authors' knowledge, it is the first experimental result that assesses the impact of website quality on OCBB.

Buying behavior has been significantly altered by technological developments as a result of the rise of the Internet. Online buying behavior is also inextricably linked to electronic payment systems, such as credit cards. This paper investigates how credit-card systems and online shopping increases compulsive buying of female and male consumers.

In the current study, the authors tested the influence of credit card possession and the role of Internet shopping on gender differences in compulsive buying in a representative German sample (n = 1,038). Binary logistic regression analysis and moderator analysis were applied.

As predicted, Internet shopping increased compulsive buying, but the association was the same for females and males. Further, credit card possession moderated the effect of gender on compulsive buying, with females showing a higher proneness to compulsive buying.

This research, which is based on a representative population study, contributes to the understanding of the role of credit cards and the one of online shopping in developing compulsive buying patterns among female and male consumers.

In 2008, a phenomenon emerged in online retail that attracted the attention of many people, creating a new virtual model of commerce. This phenomenon was called online group buying and arrived in Brazil in 2010. The purpose of this study was to identify the factors that affect satisfaction and loyalty to group buying sites.

Through structural equation modeling, the relationships between the attractiveness of discount rates, service quality, popularity, online brand image, antecedent word of mouth (WOM), creativity and trust in relation to consumer general satisfaction, declared loyalty, repurchase intention and positive WOM were observed. A total of 727 valid questionnaires were collected from online group buyers to test the 11 hypotheses proposed in this study.

The main contribution of this study was that it identified the strong influence of service quality, popularity and online brand image on consumer general satisfaction, and the influence of service quality, trust and general satisfaction on repurchase intention. It also identified the influence of trust, creativity and general satisfaction on declared loyalty, and finally, the influence of trust and general satisfaction on positive WOM.

Because of the extensive and robust model, other statistical interactions among the constructs were gauged. It is possible that new structures and paths for alternative models can be proposed in the future with the inclusion of new relationships not analyzed in the present study. Furthermore, future studies should consider testing the generated model in other countries, as the particular features of collective purchasing in Brazil should be taken into account.

In addition to being concerned with the attractiveness of discounts, marketing managers of group buying sites should concentrate their efforts on strengthening perceived quality, image, trust and the creativity of the site to ensure customer loyalty.

The online group buying business model that was established in Brazil differs significantly from the American and European models. As many online group buying studies have been conducted in these markets, Brazilian consumers will enjoy substantial gains in the quality of the service provided by collective purchasing sites through the development of actions that focus on improving the factors that affect these consumers.

The originality of this study lies in the development of a single model that tests a set of factors gauged separately in other studies related to online purchase behavior in a broader perspective.

The present study is aimed at examining the antecedents of online shopping user behavior and customer satisfaction. More specifically, (1) the effect of social influence, variety seeking behavior, advertising and convenience on user behavior, and (2) the effect of user behavior on customer satisfaction are examined.

A conceptual model is developed and tested after verifying the psychometric properties of the survey instrument. Data were collected from 556 respondents from three major cities (Hyderabad, Chennai and Bangalore) in the southern part of India using structured instrument. Hierarchical regression is performed. Measurement model was checked using structural equation modeling (Lisrel package).

The results reveal that (1) social influence, (2) variety seeking, (3) advertising, (4) convenience, (5) trust and (6) product factors were positively related to online user behavior. Results also show that user behavior is significantly and positively related to customer satisfaction. The hierarchical regression results also showed moderating effects of (1) trust in the relationship between social influence, variety seeking and user behavior, and (2) product factors in the relationship between advertising, convenience and user behavior. Finally, results suggest that user behavior is partially mediating the relationship between trust and customer satisfaction, i.e. trust has both direct and indirect effect on customer satisfaction.

As with any survey-based research, the present study suffers from the problems associated with self-report measures viz., common method bias and social desirability bias. However, the authors attempted to minimize these limitations by following appropriate statistical techniques.

This study contributes to both practicing managers and the literature on advertising. The study suggests that trust and product play a major role in strengthening the relationship between antecedents and user behavior.

This study provides new insights about the importance of gaining trust in influencing consumer behavior. The conceptual model the authors developed is novel in the sense not many studies are available in India to empirically examine the moderating relationships of trust and product in consumer behavior.

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.

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).

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.

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.

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.

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.

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).

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.

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.

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.

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。

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。

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。

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。

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。

This research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market.

This paper contributes to the research in this area by evaluating customers' and retailers' attitudes towards digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method.

The findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market.

The paper's originality consists in understanding the future retail structure in an emerging market. Notably, focussing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging market.

During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the availability of various items in the stores. This study aims to explore the factors affecting the impulse buying behavior of consumers during a pandemic like COVID-19 in India.

Using an online questionnaire, 304 Indian consumers were surveyed using a convenience sampling technique. Proposed hypotheses and model were analyzed using structural equation modeling.

The study confirmed that fear and resource availability are the most significant factors affecting consumer’s impulse buying behavior during a pandemic. The findings suggest that retailers can minimize the consumer’s fear and manage impulse buying to their advantage by providing better resources to their patrons while they shop.

During the ongoing COVID-19 pandemic, in the context of businesses, it is being observed that the purchase preferences of consumers have become chaotic and significant swings are visible in their shopping behavior. Thus, the study is an attempt to shed light on the factors that affect consumer impulse buying behavior in such disruptive settings.