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The purpose of this paper is to explore the main effect of brand perception (brand warmth vs brand competence) on purchase intention, the mediating effect of brand love and the moderating effects of the emotional polarity of online reviews.

This paper utilizes experimental design and machine learning to collect and clean data. The ANOVA, t-test and bootstrap analysis methods are used to verify the assumed hypotheses.

Findings demonstrate that brand perception influences purchase intention with the mediating effect of brand love and the moderating effect of the emotional polarity of online reviews. In particular, brand perception can promote brand love and further enhance purchase intention. When consumers browse positive online reviews, brand warmth (vs brand competence) will lead to higher purchase intention. However, when consumers browse negative online reviews, brand competence (vs brand warmth) will weaken purchase intention more.

The findings of the current research contribute to purchase intention in the context of online reviews by highlighting the importance of brand love and the key role of brand perception, to which prior studies have paid little attention. The authors' research also provides some suggestions for enterprises about how to strengthen brand love by investigating consumers' perceptions of brand warmth and brand competence and further increasing purchase intention while consumers face positive or negative online reviews.

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.

This study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity.

The people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively.

Results show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions.

This study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

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.

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.

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.

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.

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

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.