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Article
Publication date: 15 February 2022

Mohammad Rashed Hasan Polas, Mosab I. Tabash, Asghar Afshar Jahanshahi and Bulbul Ahamed

This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines…

Abstract

Purpose

This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model.

Design/methodology/approach

Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools.

Findings

The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase.

Practical implications

The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic.

Originality/value

In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.

Details

foresight, vol. 24 no. 3/4
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 1 November 2021

Muhammad Bilal, Umair Akram, Hassan Rasool, Xiaoyan Yang and Yasir Tanveer

In the recent decade, social media popularity and growth have boosted the development of social commerce (SC). This study aims to explore the significant impact of guanxi…

Abstract

Purpose

In the recent decade, social media popularity and growth have boosted the development of social commerce (SC). This study aims to explore the significant impact of guanxi (关系) elements (ganqing 感情, renqing 人情 and xinren 信任) on online purchase intentions. Furthermore, this study investigated the moderating role of social support between electronic word-of-mouth (eWOM) and online purchase intentions.

Design/methodology/approach

An online survey was conducted on 309 consumers who had online purchasing experience through WeChat, a famous social media application in China. Structural equational modeling was used to test all hypotheses.

Findings

The results indicate that guanxi elements are positively related to eWOM, affective attitude and online purchase intentions in SC. Additionally, social support has a significant moderating role between eWOM intention and online purchase intention.

Practical implications

Considering the effects of guanxi elements on eWOM affective attitude and online purchase intention in Chinese SC, online retailers are advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online retailers can use the findings from this study to understand the consequences when online purchase intention is strongly influenced by guanxi elements.

Originality/value

This research extends the current literature by applying the notion of guanxi components to the sense of SC and relating the notion of guanxi components and consumer decisions. The results show an understanding of the reality by which guanxi elements may affect the intention of eWOM sharing and boost online purchase intention.

Details

International Journal of Quality and Service Sciences, vol. 14 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 2 November 2020

Rejikumar G. and Aswathy Asokan-Ajitha

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of…

1383

Abstract

Purpose

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly.

Design/methodology/approach

Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0.

Findings

The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation.

Research limitations/implications

Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent.

Practical implications

Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment.

Originality/value

This study helps in understanding emerging trends in online buying behavior in India.

Details

Journal of Indian Business Research, vol. 13 no. 2
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 15 May 2019

Uttam Chakraborty

This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the…

7227

Abstract

Purpose

This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention.

Design/methodology/approach

Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention.

Findings

Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers.

Originality/value

This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 7 January 2014

Xuehua Wang, Wing Chi Chow, Zhilin Yang and Jennifer Y.M. Lai

Reputational beliefs influence online purchase intentions but are difficult to establish in settings in which counterfeit products are common, especially in emerging…

1631

Abstract

Purpose

Reputational beliefs influence online purchase intentions but are difficult to establish in settings in which counterfeit products are common, especially in emerging economies. Drawing upon signalling theory, this work decomposes reputational beliefs into: an ability belief, as represented by web site investment, and a truthfulness belief, as signalled by a statement about the existence of a physical store, and investigates their differential effects on online purchase intentions. This work aims to further investigate the moderating effects of searchers' personality type on the relationships between reputational beliefs and online purchase intentions.

Design/methodology/approach

Three experiments using various samples (students versus non-students) and products (cell phone versus camera) were conducted.

Findings

The results reveal that two significant market signals, web site investment and a statement about physical store existence, influence reputation beliefs, and, thus online purchase intentions. Moreover, aggressive searchers' online purchase intentions depend on their ability belief rather than their truthfulness belief, whereas non-aggressive searchers' intentions rely on their truthfulness belief rather than their ability belief.

Originality/value

This work provides new theoretical insights into factors influencing consumers' online purchase decision making by decomposing reputational beliefs and incorporating the moderating effect of personality type. It contributes to signaling literature by examining the effects of two market signals – web site investment and statement about the existence of a physical store – on two major components of reputational beliefs and online purchase intentions. This article is the first to empirically test the effects of reputational beliefs from the perspective of end-users in an online context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 October 2014

Taesoo Ahn, Young Ik Suh, Jin Kyun Lee and Paul M Pedersen

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C…

1616

Abstract

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect of perceived risk, trust and the Technology Acceptance Model (TAM) on purchase intentions in online secondary ticket websites. College students (N = 251) from the northeastern region of the United States were chosen as the sample. Structural Equation Modeling (SEM) was used to investigate the proposed relationships among four major components (i.e. perceived risk, trust, TAM and behavioural intention). The results showed that there were positive effects of key TAM constructs (i.e. perceived usefulness and ease of use) and trust on purchasing intention, but perceived risk was not a significant indicator of purchase intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 24 January 2020

Citra Kusuma Dewi, Zurina Mohaidin and Mohsen Ali Murshid

The purpose of this paper is to identify the factors affecting consumers' online purchase intention and to explore whether there was any significant difference between the…

2660

Abstract

Purpose

The purpose of this paper is to identify the factors affecting consumers' online purchase intention and to explore whether there was any significant difference between the path coefficients for males and females.

Design/methodology/approach

Data were collected by distributing questionnaires to 668 Indonesian consumers who were actively using the internet. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) in SmartPLS 3.0 software.

Findings

Results show that performance expectancy, effort expectancy and personal innovativeness are three influential factors and have a higher path coefficient in both the male and female groups. Anxiety shows a negative and significant relationship with online purchase intention for female consumers than for male consumers. Furthermore, the results of MGA analysis indicate that most factor coefficients in the determinants of online purchase intentions are not significantly different between males and females.

Practical implications

These results help the web retailers to consider the important factors in their strategies when they make strategic decisions as key factors affecting online buying intention. Besides this, the strong relationship between anxiety and intention for females has important implications for managers and designers should pay attention to this factor when designing the content on their business website.

Originality/value

Even though several marketing scholars discuss the factors influencing online shopping behavior, a few studies have shown the role of anxiety and personal innovativeness and their effect on online purchasing that fitted as supplements into the Unified Theory of Acceptance and Use of Technology (UTAUT). In addition, so far, no studies have effectively made a comparative analysis across gender, i.e. are personal and UTAUT factors in the determinants of online purchase intention significantly different across gender?

Details

Journal of Asia Business Studies, vol. 14 no. 3
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 14 May 2019

Tahir M. Nisar, Nick Hajli, Guru Prabhakar and Yogesh Dwivedi

The purpose of this paper is to understand the main determinants that affect accommodation purchase intentions through lodging websites in sharing economy context. This…

1255

Abstract

Purpose

The purpose of this paper is to understand the main determinants that affect accommodation purchase intentions through lodging websites in sharing economy context. This industry differs from the hotel industry because it is a community marketplace with a growing community of users where renters can monetize their extra space and list their properties to an audience of millions while travelers can find unique accommodation at any price point.

Design/methodology/approach

The authors examine factors such as perceived lodging value, perceived lodging price, lodging information, online lodging reviews, trust with the host, website usability and perceived privacy/security of the website, and measure their relationships with purchase intentions. Based on an online survey data, the structural model test outcomes explain the direct effect of the exogenous variables on purchase intentions and the mediating effect of perceived lodging value between perceived lodging price and purchase intentions.

Findings

The study demonstrates that the six latent factors and proposed associations have positive effects on purchase intentions. Thus, enterprises operating in the online lodging industry should consider these elements as key antecedents of lodging purchase intentions.

Originality/value

Lodging websites operate in a highly competitive market where they have to compete with hotel operators, hostels, bed and breakfasts and hotel comparison websites in current sharing economy. In addition, consumers usually spend a great deal of time and effort on online pre-purchase evaluation because of the ease of the information gathering process where consumers can find a wide variety of options online. Therefore, understanding the drivers that convert browsers into renters is a topic of great interest among marketing managers in the current sharing economy context.

Details

Information Technology & People, vol. 33 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 6 November 2019

Jian Mou, Jason Cohen, Yongxiang Dou and Bo Zhang

The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC).

2730

Abstract

Purpose

The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC).

Design/methodology/approach

The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China.

Findings

Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers.

Research limitations/implications

The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform.

Practical implications

Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty.

Originality/value

Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 15 March 2013

Arun Thamizhvanan and M.J. Xavier

According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the size of the Indian online retail industry is INR 2000 crore and the industry is…

17033

Abstract

Purpose

According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the size of the Indian online retail industry is INR 2000 crore and the industry is projected a steady annual growth rate of 35 per cent to reach INR 7000 crore by 2015. Given the growing importance of the online retail industry in India, it remains imperative for web retailers and internet marketers to understand the determinants of online customers' purchase intention to decipher what is important to the Indian online customer. This paper attempts to identify the determinants of online purchase intention among youth in the Indian context.

Design/methodology/approach

Based on a detailed literature review, customer online purchase intention shopping orientation factors such as impulse purchase orientation, brand orientation and quality orientation were considered along with online trust and prior online purchase experience. The results are based on 95 valid responses received from the online survey.

Findings

The research established that impulse purchase orientation, prior online purchase experience and online trust have significant impact on the customer purchase intention. Males are found to have more intention to shop online than females.

Research limitations/implications

A bigger and more representative sample which includes respondents from all walks of life would have been appropriate though the internet savvy students contribute the major share of online buyers.

Practical implications

The study has implications for web‐retailers, marketing managers, internet marketers, online vendors and web‐shoppers in India. Indian online shoppers typically tend to seek offers and great value price deals instead of brand or quality. Online retailers may target the impulse purchase orientation nature of Indian consumers and should focus on increasing online trust.

Originality/value

In the Indian context, this is the first time shopping orientations have been studied with customers' online purchase intentions.

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