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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…

10377

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

Keywords

Article
Publication date: 4 October 2022

Lifu Li, Kyeong Kang, Anqi Zhao and Yafei Feng

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying…

Abstract

Purpose

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.

Design/methodology/approach

To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.

Findings

First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.

Originality/value

This research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

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

Keywords

Article
Publication date: 17 May 2022

Yuan Sun, Yating Zhong and Qi Li

As an increasingly popular tool for product exploration, online communities have an important impact on consumers’ purchasing decisions. The purpose of this study is to…

Abstract

Purpose

As an increasingly popular tool for product exploration, online communities have an important impact on consumers’ purchasing decisions. The purpose of this study is to gain a deeper understanding of how visiting behaviors in online communities affect consumers’ offline purchasing behavior. The moderating role of two dimensions of consumer visiting behaviors (visiting depth and visiting breadth) also receives attention. Moreover, the impact of consumer visiting behaviors on offline sales for different types of online communities is also the focus of this paper.

Design/methodology/approach

To test the empirical model, the authors collected data on consumers’ visits to an online real estate platform with local housing sales data. In addition to the baseline regression analysis of the data with the help of Stata 17.0, the study also analyzes the robustness of the results through several methods.

Findings

The authors focus on an online community for newly-built housing and find that consumer visits to the focal online community have a positive impact on offline sales. Visiting breadth has a negative moderating effect on this relationship, and no statistically significant moderating effect is found for visiting depth. Further, our empirical exploration finds that consumer visits to competitive online communities have a positive impact on offline focal product sales, but visits to complementary online communities have no statistically significant effect on offline sales.

Originality/value

Our findings contribute to the understanding of consumers’ cross-channel purchasing behavior and provide new insights into how visiting behaviors in online communities affect consumers’ purchasing decisions.

Details

Industrial Management & Data Systems, vol. 122 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

Open Access
Article
Publication date: 15 April 2022

Razia Sultana Sumi and Mahjabeen Ahmed

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…

5968

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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

Details

IIM Ranchi journal of management studies, vol. 1 no. 2
Type: Research Article
ISSN: 2754-0138

Keywords

Article
Publication date: 13 May 2022

Meenakshi Handa and Parul Ahuja

The internet has provided a gamut of benefits to consumers. The digital world, however, also provides space for various illegal or unethical consumer activities. Consumers

Abstract

Purpose

The internet has provided a gamut of benefits to consumers. The digital world, however, also provides space for various illegal or unethical consumer activities. Consumers may not always be fully aware of the unethical or illegal nature of some of the online activities that they engage in. This study aims to examine the questionable side of online consumer behaviour in an emerging market where internet penetration and smart phone accessibility is rapidly expanding. Using a third-person technique, this study attempts to empirically capture the perceptions of Indian adults regarding the prevalence of various questionable online activities such as unauthorized downloading of digital content, spreading fake news/misinformation and fraudulent returns and to understand the extent to which these respondents believe that such actions are acceptable or illegal and unethical.

Design/methodology/approach

An online questionnaire was used to collect primary data from 212 consumers. Non-probability convenience and snowball sampling was used for the purpose.

Findings

Unauthorized watching or downloading of online content is reported to be the most prevalent among the various types of questionable behaviours examined. However, it is behaviours such as fraudulent returns and spreading misinformation through online channels which are considered to be the most unethical or illegal. Certain behaviours which may be deemed to be unethical and illegal nevertheless are seen as acceptable. Significant differences between demographics in the case of several of the unethical activities are reported.

Research limitations/implications

This study examines the grey and dark side of online behaviours among consumers in an emerging market and points to the need for action on several fronts to increase consumer awareness and sensitivity about the unethical or illegal nature of some of their online activities and the implications for multiple stakeholders. Based on the findings of this study, recommendations directed at consumers, marketers and policymakers are discussed.

Originality/value

Although the benefits of online communication channels have been extensively studied, their ability to facilitate certain unethical and even illegal activities is an under-researched area. The inclination to engage in these types of questionable behaviours may have been exacerbated by the restrictions imposed by the COVID-19 pandemic. This study highlights the importance of research on various grey consumer activities in the digital space and paves the way for further investigations by identifying online actions which are considered as most prevalent and/or unethical and illegal.

Details

Journal of Information, Communication and Ethics in Society, vol. 20 no. 4
Type: Research Article
ISSN: 1477-996X

Keywords

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…

1734

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. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 February 2022

Viswanath Venkatesh, Cheri Speier-Pero and Sebastian Schuetz

Consumer adoption of online shopping continues to increase each year. At the same time, online retailers face intense competition and few are profitable. This suggests…

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Abstract

Purpose

Consumer adoption of online shopping continues to increase each year. At the same time, online retailers face intense competition and few are profitable. This suggests that businesses and researchers still have much to learn regarding key antecedents of online shopping adoption and success. Based on extensive past research that has focused on the importance of various online shopping antecedents, this work seeks to provide an integrative, comprehensive nomological network.

Design/methodology/approach

The authors employ a mixed-methods approach to develop a comprehensive model of consumers online shopping behavior. To that end, in addition to a literature review, qualitative data are collected to identify a broad array of possible antecedents. Then, using a longitudinal survey, the model of consumer shopping intentions and behaviors is validated among 9,992 consumers.

Findings

The authors identified antecedents to online shopping related to culture, demographics, economics, technology and personal psychology. Our quantitative analysis showed that the main drivers of online shopping were congruence, impulse buying behavior, value consciousness, risk, local shopping, shopping enjoyment, and browsing enjoyment.

Originality/value

The validated model provides a rich explanation of the phenomenon of online shopping that integrates and extends prior work by incorporating new antecedents.

Details

Information Technology & People, vol. 35 no. 5
Type: Research Article
ISSN: 0959-3845

Keywords

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.

Open Access
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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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

Keywords

1 – 10 of over 38000