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This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search and popularity signaling.

Using a difference-in-differences approach, this study appraises variations in two similar Chinese apparel brands’ online sales before and after one of the brands’ implementations of its pop-ups and how the brand’s online promotions modify the pop-ups’ effect.

Unique, interactive pop-ups boost brands’ subsequent online sales. Online price promotions negatively moderate the effect; online premium promotions and paid search positively moderate it. Moreover, the product’s popularity diminishes the extent to which a pop-up stimulates online demand. These findings can be partially generalized to other categories, such as utilitarian products.

Only certain online strategies enhance the effect of pop-ups on brands’ online sales, so practitioners should strategically select appropriate promotion combinations when they operate pop-ups and allocate resources across channels. In addition, the moderating influence of online promotions on pop-ups depends on the type of product being promoted.

Pop-ups offer proven abilities to deliver sensory experiences to online shoppers, reinforce brand awareness and loyalty and boost online sales. This study extends prior research by examining how various online promotions moderate pop-ups’ effects.

The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers.

This study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China.

Food quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels.

This study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions.

This is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents.

Online brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to explore whether exposure to two separate yet similar modes of communication intervene consumer's brand trust and their subsequent loyalty intention toward the brand. The study further aims to investigate whether consumer's price consciousness has any influence on association between brand trust and brand loyalty in the process of decision -making.

The present study follows a different approach to data collection. The data have been retrieved from online brand (Oyo) page on Facebook through Google Form application. In all, 289 useable responses were retrieved from the travelers aged between 18 and 30. Structural equation modeling using SPSS 25.0 and Amos 26.0 has been applied to examine the effects of brand communication and online reviews on brand loyalty through brand trust.

Empirical evidence supports that even after having strong brand communication, online reviews play a crucial role in consumer's brand loyalty through brand trust. The study further reveals that price consciousness acts as a significant moderator in the relationship between consumer's brand trust and brand loyalty.

The current research contributes to the online brand and marketing knowledge by empirically showing the pertinence of consumer–brand relationship in an online brand context through a parsimonious model by examining how the two distinct mechanisms of communication influences consumer brand trust and loyalty intention.

The parsimonious framework of consumer–brand relationship adds to explicating the dual marketing challenges of communication and to draw a positive consumer response (i.e. consumer brand loyalty). The study attempts to examine the impact of two distinct yet identical modes of communication which facilitate shaping consumer brand trust that reinforce the strategic value of the circumstance and equips it with solid theoretical structure within an endeavor of the strategic significance of online brand managers.

Consumers are worried about sharing their sensitive information during online shopping due to the e-tailer’s unethical practices and hacking-related concerns. Prior research has established the country of origin (COO) as a trust-building cue; however, it requires empirical testing in the online retailing context. The present study aims to examine the e-tailer COO’s effect on consumer privacy, trust and purchase intention.

An online survey floated a seven-point Likert scale questionnaire and invited the receivers to participate in the investigation over e-mails and text messages. A total of 355 usable responses were analyzed using R programming.

This study empirically validated a proposed conceptual model examining the influence of COO on consumer privacy, trust and purchase intention. The findings suggest that COO influences consumer privacy, trust and purchase intention. This study further found that the privacy practices of online retailers positively impact consumer trust. Trust acts as a mediating factor in influencing purchase intention.

This study offers valuable insights for advancing the research agenda and actionable inputs to e-commerce managers for alleviating consumer privacy concerns in emerging economies. Future researchers can test the proposed model in other demographic and e-commerce settings.

This study contributes to the present knowledge on consumer privacy in online retailing in the Indian context. This paper also examines the relationship of COO with consumer privacy, trust and purchase intention, an underexplored research area in emerging markets.

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.

The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users and propose a distinctive customer typology in the era of the COVID-19 pandemic.

An exploratory qualitative research design was adopted because of the novelty of the subject. In total, 43 participants were interviewed, including 27 consumers and 16 experts in the field of e-commerce.

Based on the findings, this study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, this study identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed.

To the best of the authors’ knowledge, this research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post COVID-19. This study also offers useful recommendations to deal with similar future crises.

The main purpose of this study is to investigate the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka.

The sample selection was done using a convenience sampling strategy. An online survey was conducted, and data gathered from consumers who worked for a range of organizations, including universities in the Colombo district (Sri Lanka).

The results illustrated that social motivation has a significant positive effect on trust as well as online purchase intentions. And they further demonstrated that a consumer's level of trust has a significant impact on their online purchase intentions. Trust was also found to partially mediate the relationship between social motivation and online purchase intention.

The study was solely focused on the Sri Lankan fashion industry. Consumer behavior relating to other industries may differ. Therefore, this model can be further developed to encompass other industries in future studies.

The study contributes to practical solutions in the development of consumer behavior (in the context of social media marketing). Stakeholders in the fashion industry may take the suggestions of this research, such as how to incorporate “trust” in social media marketing to attract and retain customers, into consideration in their future decision making.

This study is the first study in the Sri Lankan context to assess the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka. Overall, the results offer implications that align with existing theories and contribute to practical solutions in the development of consumer behavior (in the context of social media marketing).

This study aims to investigate the impact of a salesperson’s babyface in his/her profile picture on the number of online reviews the salesperson receives. In addition to testing the direct relationship, this study explores the moderating roles of salesperson gender and consumer involvement.

Responding to the call for field-based consumer research, the authors test their theory using an experimental design and a field study. Study 1 employs an experimental design in high and low involvement service settings to test the effect of a babyface on consumers’ intention to write online reviews. Study 2 uses field data, utilising real estate salespeople’s online profile pictures to test the effect of salespeople’s babyface on the number of online reviews they receive. It does so by using an artificial intelligence facial recognition application interface.

A salesperson’s babyface results in fewer online reviews in situations in which consumers are highly involved in the purchase process. By contrast, a salesperson’s babyface engenders more online reviews when consumers purchase low involvement services. The adverse effect of a babyface on the number of online reviews, however, attenuates when a salesperson is female.

Limited information about salespeople, a skewed number of online reviews and blurry online profile pictures from a real-world data set constitute the study’s limitations.

When consumers are highly involved in the purchase process, salespeople should appear mature in their online profile photos to engender more online reviews. However, salespeople providing low involvement services should opt for online profile pictures reflecting babyish facial features to generate more online reviews.

Research has shown that salespeople’s physical appearance plays an important role in consumers’ perceptions of salespeople and their performance. Although abundant research and practice have shown the importance of online reviews, less is known about how online profile pictures affect online reviews. Thus, building on well-studied cases of an overgeneralization effect, this work examines the extent to which salespeople’s babyface features in their online profile picture affects the number of online reviews received in a real-world setting.

Online shoppers feel insecure due to the various unethical practices of e-tailers. It is, therefore, crucial for online retailers to alleviate customer concerns. Extant literature indicates that country-of-origin (COO) cues influence consumer perception. A relatively underexplored phenomenon in an emerging market context, the COO image of the online retailer, i.e. a foreign-origin online retailer (FOOR) or an Indian-origin online retailer (IOOR), needs validation. The current study investigates customer expectations of online retailers' ethical behaviour against the backdrop of online retailer-based signals in emerging markets.

The researchers floated an online questionnaire using a seven-point Likert scale. The authors sought recipient responses in Google Forms shared via e-mails and social media connections. The authors analysed 1,018 useable responses using partial least square structural equation modelling (PLS-SEM) in Smart PLS 3.

The empirical study examined the influence of the consumer perception of ethics of online retailers (CPEOR) and COO on consumer purchase intention. It validated the proposed research model. The research findings inform that the CPEOR and the COO influence purchase intention through the mediation effects of trust and satisfaction. Results indicate that privacy, security, non-deception, fulfilment, customer service, FOOR and IOOR strongly predict consumer trust. In contrast, privacy, non-deception, fulfilment, customer service and FOOR strongly predict consumer satisfaction. However, security and IOOR did not influence consumer satisfaction.

The study results have theoretical and practical implications for academic researchers and online retailing managers. Future studies can validate the model in different geo-demographic scenarios and e-commerce settings.

The study enriches the extant literature on CPEOR in the Indian context. This study is pioneering work examining consumer purchase intention by adding the COO construct to the CPEOR model.

The usage of augmented reality (AR) in online shopping websites provides a “try-on” experience for consumers. AR technology combines the virtual and real world. Previous studies have addressed AR usage’s benefits to consumers’ online shopping experience. However, this study aims to explore the dark side of AR usage in consumers’ online purchasing process.

The authors conduct six experiments to examine whether AR usage leads to adverse effects on consumers’ purchase intention and explain the mechanism of its dark side.

The result shows that AR usage in online shopping websites reduces consumers’ purchase intention. The authors further reveal that the usage of AR leads to more vital psychological ownership of the product, and psychological ownership positively relates to cognitive conflict. Cognitive conflict explains the negative influence of AR usage on purchase intention.

First, to the best of the authors’ knowledge, this is the first study to explore the impact of embedded AR function of websites on consumers’ decision-making process. Also, it is the first study on the application of AR in a real shopping scene, which makes the study of AR close to reality. Second, psychological ownership is introduced in this study. Although there are many types of research on psychological ownership, few scholars have explored it in AR research. Third, most studies stress the advantages of using AR during purchase; this research demonstrates that embedding AR function in a shopping website may negatively affect purchase intention.