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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.

The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyse the data. The study's sample size is 250 respondents who prefer to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items. This study suggests the theoretical and practical implications for purchasing luxury behaviour from managerial, policymakers and researched perspectives. This study also discusses the future directions and limitations.

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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

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

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.

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.

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.

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.

The purpose of this paper is to apply the model of goal-directed behavior (MGB) as a research framework to investigate consumers’ behavioral intention to purchase sporting goods online.

Mall intercept sampling was used to collect data from Korean consumers who have the experience of purchasing sporting goods online. After the elimination of invalid responses, total 314 valid questionnaires were used for further analysis.

The results revealed that attitude, subjective norm, positive and negative anticipated emotions had significant influences on consumers’ desire to buy sporting goods online. Moreover, the frequency of past behavior and desire played significant roles in influencing on Korean consumers’ intention. Further analysis revealed that male consumers had higher levels of positive attitude, subjective norm, positive and negative anticipated emotions, desire, intention, frequency of past behavior toward the online purchase of sporting goods than female consumers did. It also found that male consumers’ desire had a significantly stronger influence on behavioral than female consumers did.

The study suggests the benefit and gender-based targeting strategies in marketing sporting goods online. The primary limitation of this study was that respondents were all Korean online consumers of buying sporting goods. Future research should apply MGB to different countries or regions to generalize the results of this study.

The findings of this study provide a better understanding of Korean consumers’ intention to purchase sporting goods online and gender differences in their decision-making process.

This paper examines the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping.

Over 300 students and staff from a US university completed a survey regarding their online shopping and buying experiences for 17 products.

The results show that, while older online shoppers search for significantly fewer products than their younger counterparts, they actually purchase as much as younger consumers. Attitudinal factors explained more variance in online searching behavior. Age explained more variance in purchasing behavior if the consumer had first searched for the product online.

The limitations of the present research are threefold. First, the sample was restricted to university faculty, staff and students. Second, a better measure of the hedonic motivation construct is needed. Third, additional independent measures such as income should be included to understand the additional demographic factors related to online purchase.

Retailing managers can make use of the results as describing multifaceted nature of online shopping and buying behavior. Age differences (in both directions) were seen for many product categories. In addition, results indicate that how one measures online shopping impacts on one's understanding of age effects on internet shopping. Age was negatively correlated with online pre‐purchase search but was positively correlated with online purchasing when pre‐purchase search behavior was taken into account.

The present study advances knowledge of the nature of the relationships among age, attitudes, and online shopping and buying behavior.

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.

This chapter explores the relationship between impulsive online purchasing and the features of online consumers.

The data was collected through a survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. The data was analysed using factor analysis and one-way analysis of variance.

Research results indicate that Croatian online consumers are influenced by two major factors, impulsiveness and recreational factor. Based on the obtained results, profiles of Croatian online consumers can be identified.

The sample contained Internet users from one Croatian county only, which possibly limits the generalisation of the findings. Future research should include Internet users from other Croatian counties, as well as their socio-economic characteristics.

The findings may be useful to online retailers, as well as marketers and practitioners to recognise and understand the determinants of online purchasing behaviour in order to convert casual online visitors to buyers and to encourage impulsivity in online buying behaviour.

The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.