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Article
Publication date: 24 April 2009

Delia Vazquez and Xingang Xu

The purpose of this paper is to examine the relationships between the online consumer behaviour constructs of attitude, motivations and information search in order to…

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9701

Abstract

Purpose

The purpose of this paper is to examine the relationships between the online consumer behaviour constructs of attitude, motivations and information search in order to develop an online consumer behaviour framework.

Design/methodology/approach

An email survey collected data from 577 UK respondents and canonical correlations are applied to examine the relationships.

Findings

The results provide empirical support that attitude is an antecedent variable, and that motivation variables have a significant causal relationship with information search variables.

Research limitations/implications

Two limitations are identified. Firstly, the data collected focussed on UK respondents, consequently the generalisability of these results is in question and further research is required. Secondly, the attitude measure could include more items to further aid reliability.

Originality/value

This research advances the development of the Online Consumer Behaviour literature by adding knowledge on the nature of the relationships between online behaviour constructs.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 30 November 2021

Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom

This study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences…

Abstract

Purpose

This study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences and similarities and moderating and mediating roles of gender in studying the effects of online marketing strategies. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new technology, willingness to make online payments, trust in online vendors, perception and behavior toward online business websites and perceived online service quality.

Design/methodology/approach

A systematic approach was adopted to derive and then analyze the existing literature. The authors accessed relevant literature from three electronic databases. After a thorough screening process and applying inclusion and exclusion criteria, the study shortlisted 61 academic articles from an initial pool of 187 papers.

Findings

The findings reveal more differences than similarities between men and women as online consumers. Men generally have more favorable attitudes toward e-tailers (electronic retailing), online purchase/re-purchase and e-payments than women do. Social influences positively affect the online purchase intentions of men and women, but they have a more substantial effect on women. Privacy concerns negatively affect the online trust of men and women, but they also manifest a more significant influence on women.

Practical implications

Findings of review guide practitioners in formulating effective positioning and communication strategies that enable them to appeal to gender-specific consumer segments in multiple products and business contexts. It offers guidelines to online businesses for developing e-business platforms (websites) that persuade the target audience across gender groups, based on consumer browsing and web navigation preferences.

Originality/value

This review fulfills the need for a systematic synthesis of empirical research vis-à-vis online consumer behavior studies to find gender-specific perceptions, attitudes and behaviors.

Details

Journal of Consumer Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 21 September 2021

Ogechi Adeola, Adenike Aderonke Moradeyo, Obinna Muogboh and Isaiah Adisa

This study examines consumer online purchase behaviour in the Nigerian fashion industry.

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1043

Abstract

Purpose

This study examines consumer online purchase behaviour in the Nigerian fashion industry.

Design/methodology/approach

A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.

Findings

Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.

Practical implications

Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.

Originality/value

Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

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Article
Publication date: 26 July 2021

Omar S. Itani and Linda D. Hollebeek

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose…

Abstract

Purpose

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

Design/methodology/approach

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. Data collected through a web-based survey was analyzed by using partial least squares-based structural equation modeling.

Findings

The results indicate that consumers’ health locus-of-control indirectly affects the way they shop for their groceries during the pandemic. In particular, consumers’ internal (external) health locus-of-control drives higher (lower) hygiene consciousness and greater (lower) social distancing behavior. In turn, consumersonline grocery shopping behavior was found to increase during the pandemic, with their corresponding intent to continue this behavior in the future. Moreover, this study finds the effects of consumers’ social distancing on their current grocery shopping behavior and future intentions to be contingent on consumer age, with stronger effects identified for older consumers.

Originality/value

This study shows how consumers’ internal/external health loci-of-control exert opposing effects on their social distancing behavior, as mediated by hygiene consciousness. Overall, the empirical analyzes corroborate the association of consumers’ social distancing- and online grocery shopping behavior (for consumers of different age profiles), both during and after the pandemic.

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Article
Publication date: 31 August 2021

Peng Luo, Eric W.T. Ngai, Yongli Li and Xin Tian

This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.

Abstract

Purpose

This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.

Design/methodology/approach

The empirical data were from an online store for the period between August 14, 2015 and May 15, 2016. The data consisted of consumer visit behavior and online store sales performance. Vector autoregression with an exogenous variables model was adopted to investigate the dynamic relationships.

Findings

The empirical results show significant relationships between visit behavior metrics (number of visitors, average number of visits per visitor and average length of each visit) in the two channels and online store sales performance. The number of visitors through the PC and mobile channels strongly and positively affects online store sales performance both in the short term and in the longer term. Moreover, the number of visitors in the PC channel has the strongest influence on sales performance metrics, followed by the number of visitors and the average number of visits in the mobile channel. The PC channel's visit behavior metrics explain a larger proportion of the sales performance variance than that in the mobile channel.

Originality/value

The previous literature on consumer behavior in multichannel marketing mainly focuses on channel selection or migration, and examines the different factors affecting channel choice behavior. Little is known about the impacts of visit behavior in the multiple channels. This study adopts the heuristic-systematic information processing theory to unveil the impacts of visit behavior metrics in the PC and mobile channels on online store sales performance.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Book part
Publication date: 10 December 2015

Dekar Urumsah

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally…

Abstract

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is especially relevant in the context of Indonesian Airline companies. Therefore, many airline customers in Indonesia are still in doubt about it, or even do not use it. To fill this gap, this study attempts to develop a model for e-services adoption and empirically examines the factors influencing the airlines customers in Indonesia in using e-services offered by the Indonesian airline companies. Taking six Indonesian airline companies as a case example, the study investigated the antecedents of e-services usage of Indonesian airlines. This study further examined the impacts of motivation on customers in using e-services in the Indonesian context. Another important aim of this study was to investigate how ages, experiences and geographical areas moderate effects of e-services usage.

The study adopts a positivist research paradigm with a two-phase sequential mixed method design involving qualitative and quantitative approaches. An initial research model was first developed based on an extensive literature review, by combining acceptance and use of information technology theories, expectancy theory and the inter-organizational system motivation models. A qualitative field study via semi-structured interviews was then conducted to explore the present state among 15 respondents. The results of the interviews were analysed using content analysis yielding the final model of e-services usage. Eighteen antecedent factors hypotheses and three moderating factors hypotheses and 52-item questionnaire were developed. A focus group discussion of five respondents and a pilot study of 59 respondents resulted in final version of the questionnaire.

In the second phase, the main survey was conducted nationally to collect the research data among Indonesian airline customers who had already used Indonesian airline e-services. A total of 819 valid questionnaires were obtained. The data was then analysed using a partial least square (PLS) based structural equation modelling (SEM) technique to produce the contributions of links in the e-services model (22% of all the variances in e-services usage, 37.8% in intention to use, 46.6% in motivation, 39.2% in outcome expectancy, and 37.7% in effort expectancy). Meanwhile, path coefficients and t-values demonstrated various different influences of antecedent factors towards e-services usage. Additionally, a multi-group analysis based on PLS is employed with mixed results. In the final findings, 14 hypotheses were supported and 7 hypotheses were not supported.

The major findings of this study have confirmed that motivation has the strongest contribution in e-services usage. In addition, motivation affects e-services usage both directly and indirectly through intention-to-use. This study provides contributions to the existing knowledge of e-services models, and practical applications of IT usage. Most importantly, an understanding of antecedents of e-services adoption will provide guidelines for stakeholders in developing better e-services and strategies in order to promote and encourage more customers to use e-services. Finally, the accomplishment of this study can be expanded through possible adaptations in other industries and other geographical contexts.

Details

E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

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Article
Publication date: 11 June 2018

Sourabh Arora and Sangeeta Sahney

The purpose of this study is to propose an integrated framework utilizing the theory of planned behaviour (TPB) and technology acceptance model (TAM) to augment the…

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2069

Abstract

Purpose

The purpose of this study is to propose an integrated framework utilizing the theory of planned behaviour (TPB) and technology acceptance model (TAM) to augment the understanding on consumers’ showrooming behaviour.

Design/methodology/approach

Selective sampling was used for data collection. The integrated TAM-TPB framework led to 12 propositions, which were tested using partial least squares-structural equation modelling.

Findings

Both perceived relative search benefits offline and relative purchase benefits online significantly determined the consumers’ showrooming behaviour along with perceived ease purchasing online and the overall usefulness of the showrooming sequence. Results of the study revealed that the showrooming sequence helped consumers avoid the regret of making suboptimal product choices and paying a higher price for the same product. Online trust was found to partially mediate the relationship between consumers’ intention to showrooming and the actual showrooming behaviour.

Research limitations/implications

Notwithstanding the fact that further research is required to arrive at definitive conclusions, this study is an initial move towards understanding the consumers’ showrooming behaviour, and the research provides meaningful insights.

Practical implications

As showrooming substantially erodes profits, devising strategies to defend showrooming customers becomes crucial. The findings of the study provide the basis for formulating strategies to counter showrooming customers.

Originality/value

The paper is amongst the first studies which helps enhance the understanding of consumers’ showrooming behaviour, which is an emerging area in the present multi-channel retailing environment.

Details

Journal of Consumer Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 29 October 2018

Sourabh Arora and Sangeeta Sahney

Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The…

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1418

Abstract

Purpose

Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose of this paper is to reason the consumer’s intentional visit to an online store prior to making purchases offline by linking it with perceived channel benefits and uncertainty reduction approach through an application of the theory of planned behavior.

Design/methodology/approach

A survey instrument was administered online, and a total of 374 responses were obtained. Respondents were queried with respect to the webrooming sequence, if at all they were into webrooming. The PLS-SEM was used to test the formulated hypotheses.

Findings

The factor “Access to reviews online” emerged as the prime perceived search benefit which drives consumers’ to first visit an online store, while factors like “access to touch and feel the product,” “better post-purchase services offline” and “immediate possession of product” induced customers to later purchase offline. Factors like “E-distrust” and “perceived risks related to purchasing online” notably determined consumer’s movement to the physical store for purchasing the product in the second phase of the webrooming sequence.

Research limitations/implications

A small sample size limits the authors from drawing definitive generalizations. Due to the lack of studies, individually examining webrooming conduct, a prior qualitative exploration can be conducted to draw more insights.

Practical implications

The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.

Social implications

The study creates awareness as to what motivates consumers to webroom, which has been realized as one of the serious issues being faced by the online retailers today.

Originality/value

This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 18 January 2018

Weisheng Chiu and Hwansuk Choi

The purpose of this paper is to explore Chinese consumers’ behavioral intention to purchase sportswear products online, by applying the model of goal-directed behavior as…

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1179

Abstract

Purpose

The purpose of this paper is to explore Chinese consumers’ behavioral intention to purchase sportswear products online, by applying the model of goal-directed behavior as a research framework.

Design/methodology/approach

An online survey was administered to Chinese consumers (N=475) who have purchased sportswear products online in the past. Using SmartPLS 3.0 software, a partial least squares modeling analysis was conducted on the data.

Findings

When it comes to influencing the average Chinese consumer’s desire to purchase a product online, the study indicates that attitude, subjective norms, perceived behavioral control, and positive anticipated emotion are significant factors. Moreover, desire and frequency of past behavior significantly influenced Chinese consumers’ intention to buy sportswear products online.

Originality/value

The findings of this study provide a better understanding, through the analyses of Chinese consumers’ decision-making processes, of consumer intention to purchase sportswear products online.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 4 June 2018

Kem Z.K. Zhang, Haiqin Xu, Sesia Zhao and Yugang Yu

Online reviews have shown important information that affects consumersonline shopping behavior. However, little research has examined how they may influence consumers

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6260

Abstract

Purpose

Online reviews have shown important information that affects consumersonline shopping behavior. However, little research has examined how they may influence consumersonline impulse buying behavior. The purpose of this paper is to bring theoretical and empirical connections between them.

Design/methodology/approach

The framework of this study was tested on three popular online group shopping websites in China (ju.taobao.com, dianping.com, and meituan.com). An online survey with 315 participants who had experience using these websites was recruited to verify the effects of consumers’ perceived value from reading online reviews on urge to buy impulsively and impulse buying behavior.

Findings

The empirical findings show that consumers’ perceived utilitarian and hedonic value from reading online reviews enhance their browsing behavior. Browsing positively affects consumers’ urge to buy impulsively and finally affects their impulse buying behavior. Further, this study finds that consumers with high impulsiveness focus more on hedonic value of online reviews, whereas consumers with low impulsiveness put more emphasis on utilitarian value. Browsing demonstrates a stronger effect on urge to buy impulsively for consumers with high impulsiveness.

Originality/value

This study is one of the early studies to investigate the relationship between social influence (e.g. influence of online reviews) and impulse buying. It draws upon the perspectives of browsing and consumer’s perceived value from the literature. This research also considers consumer differences regarding the level of impulsiveness.

Details

Internet Research, vol. 28 no. 3
Type: Research Article
ISSN: 1066-2243

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