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The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour.

The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics.

The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas.

As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded.

This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases.

This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.

The tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh.

This study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software.

The statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment.

The paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.

Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in the context of Generation Y (Gen Y) consumers in emerging societies like India. Therefore, the primary objective of this study is to empirically test the theoretical framework developed to assess the factors influencing luxury consumers' online shopping behavior based on the stimulus-organism-response model and technology acceptance model (TAM).

Data were collected from 233 Gen Y luxury consumers in India via purposive sampling method. The study used AMOS and PROCESS SPSS Macro to establish the overall fit of the measurement model and examine the hypotheses.

The findings revealed that perceived usefulness of buying online, perceived ease of buying online, economic benefit and webstore quality have significant impact on online luxury purchase intention. The perceived experiential values and perceived functional values mediate the influence of antecedent variables on online luxury purchase intention. Bandwagon luxury consumption behavior (BLCB) moderates the relationship between perceived functional values and online purchase intention.

This is one of the pioneer studies conducted to understand the influence of BLCB on value–intention relationship in online space among Gen Y luxury consumers. This study will help luxury retailers to create targeted strategies for this segment.

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products and services, also allowing them to leverage their strategy in new geographical markets immediately. Although the literature on the subject is comprehensive, there is a gap in identifying the holistic constructs that are the determinants of consumers' choice of an online store. This research resorts to an exploratory study, based on a nonsystematic literature review, seeking to identify these constructs. The results obtained allowed us to identify the following constructs: consumer behavior, customer experience, web content, catalog, terms and conditions, customer support, perceived value, trust, security and privacy, satisfaction, and loyalty. Customer experience, satisfaction, and loyalty constructs stand out from a strategic perspective.

Contextual cues have become a hot research topic in the field of mobile consumer behavior, owing to the continuous rise of digital marketing. However, the complex online shopping scene makes it challenging to directly identify the association between the characteristics of contextual cues and consumer behavior. Presently, few studies have only systematically extracted and refined the types and characteristics of contextual cues. The purpose of this study is to explore the types and mechanisms of contextual cues in online shopping scenarios.

This study uses the word2vec algorithm, grounded theory and co-occurrence cluster method, along with online shopping word-of-mouth (WOM) text and consumer behavior theory, in order to explore different types of contextual cues and its efficiency from 5,619 comment corpus.

This study puts forward the following conclusions. (1) From the perspective of online shopping, contextual cues comprise aesthetic perception cues, value perception cues, trust-dependent cues, time perception cues, memory attention cues, spatial perception cues, attribute cues and relationship cues. (2) Based on the online shopping scenarios, contextual cues and their interaction effects exert an effect on consumer satisfaction, recommendation, purchase and return behavior.

The study conclusions are helpful to further reveal the deep association between contextual cues and consumer behavior in the process of online shopping, thus providing practical and theoretical enlightenment for enterprises to not only effectively reshape the scene but also promote the consumers' active purchase behavior.

In the most recent years, social, innovative, economic and political changes in the European context have characterized consumers' behaviours. The paper aims to understand if the use of electronic commerce differs in a situation characterized by uncertainty.

An innovative approach to categorising online consumer behaviour considers the self-determination theory and basic psychological needs in an uncertain scenario. The research is based on a quantitative analysis obtained by clustering algorithms on a sample of 1,000 digital users in European countries. A structured questionnaire was administered online and distributed through the leading online social platforms and direct mailing.

The results show online activities during changes in consumer behaviour patterns and retailers' strategies. This research will allow online retail managers and practitioners to obtain important information to help them define appropriate customer-oriented strategic actions to enhance value in the electronic context for both customers and firms.

The innovation of this research approaches the categorization of online consumer behaviour by exploiting the self-determination theory in an uncertain scenario. Precisely, the novelty of this research is to highlight three detailed categories of electronic commerce consumers, namely, unwilling, halfback and digital, to collect, store and disseminate information about these categories of Online Consumers Behaviours.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

The primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships.

The study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation.

The results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands.

In today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes.

The results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.

The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of recommended product and e-loyalty relationship through vendors reputation.

Data were collected via an online survey platform and through a QR code. Partial least squares analysis, confirmatory factor analysis and structural equation modeling were used to verify the research proposed model.

The findings revealed that the perceived value of recommended product had a significant positive effect on E-loyalty; in addition, the perceived value of the recommended product and e-loyalty link was partly explained by e-shopper’s confidence in vendor reputation. Therefore, the study established that the direct and indirect relationship between the perceived value of the recommended product and e-loyalty was sensitive and profound to shopping enjoyment.

This study has established that the perceived value of a recommended product can result in consumer loyalty. This has successively provided the e-shop manager and other stakeholders with novel perspectives about why it is necessary to understand consumers’ pre- and postacquisition behavior before recommending certain products to the consumer.