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This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

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.

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.

Suppliers and marketers have started planning toward postpandemic scenarios where logistics and retail will happen in a new way with the help of technological advances. This shift means new challenges for manufacturers, suppliers and retailers, and there is a need for strategic sourcing decisions for a robust supply chain system, logistics and on-time delivery system, as consumers have shown a positive change in online buying behavior. Furthermore, with digital transformation, customers are expected to not return to traditional buying. Hence, it becomes essential to identify the factors acting as enablers of online purchase behavior for sustainable digital business. This study aims to analyze the positive shifts in online purchasing by consumers, identify and model the enablers of positive transformations in online purchasing by consumers.

The interpretative structural modeling (ISM) technique is used to draw the interrelationships among the variables and their impact on online buying. A context-oriented relationship among the factors has been set up through the expert opinion technique. A total of 40 specialists have been approached for this. ISM with Matrice d’impacts croisés multiplication appliquée á un classment (MICMAC) analysis was used to prioritize these drivers, identify the most critical factors and establish a driver-dependence relationship among these drivers.

Several significant categories of enablers like health, trust, convenience, work from home, referral buying, panic purchase and overstocking possess a strong influence on the shift to online due to the pandemic. The results will help the policymakers, suppliers, retailers, managers and practitioners with insights to plan, prepare for challenges and make decisions toward preparation and shifting to the emergent digital world. In addition, the study provides academicians scope for further research in the related area.

Consumer behavior significantly impacts retail and supply chain business, as it is an interface with the customer and links between a manufacturer and a customer. This study provides an insight into the shift in purchase behavior which can help suppliers in this transition phase to be better prepared for tomorrow to achieve sustainable competitive advantage.

This study assists practitioners and researchers in understanding the interrelationships among the factors using ISM-MICMAC analysis in a realistic way rather than daydreaming with overambitious goals.

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

This study aims to understand how informational factors influence online purchase intention when considering secondhand books.

A conceptual model linking book condition, description, delivery cost, picture, sellers’ rating and delivery date to purchase intention was developed and tested by using structural equation modeling. Survey data from 234 respondents was used to analyze both direct and mediating relationships.

The examination demonstrates how book condition, delivery cost and sellers’ rating influence consumers’ purchase intention. Book condition directly and indirectly influenced purchase intention, while delivery cost and sellers’ rating were significant only when including the mediating variable delivery date.

This work clarifies where resources should be allocated when offering secondhand books online. Sellers should dedicate time to include informational factors such as book condition, delivery cost and sellers’ rating. Contra wise, there is little value expounding on the book’s description or providing a high-quality picture when selling online.

In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.

For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).

The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.

This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.

To measure the extent to which wine buyers behave differently when purchasing wine online vs in two brick and mortar stores. The article aims to extend the use of the Double Jeopardy principle and empirical-based methodology to the wine category in a European retailing context.

Customer loyalty data of two brick and mortar stores and the website orders of a Belgian retailer have been gathered for a one-year period. Data have been analysed based on three specific wine attributes: country of origin, grape variety and brand. Double Jeopardy measurements have been calculated for each of these attributes.

This study enlarges the scope of use of the Dirichlet principles. All three hypotheses derived from the Double Jeopardy patterns across all attributes are confirmed. From the perspective of these principles, we demonstrated that wine buyers do not behave differently in brick and mortar vs online stores.

Very few studies have analysed and understood wine buyers' behaviour using actual purchasing data from retail stores, and none have been released comparing online and brick and mortar stores owned by the same retail brand. From that perspective, our study demystifies the way people really buy, and confirms what has been found in other product categories.

In online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which is a significant point in e-commerce. The purpose of this research is to investigate the impact of the evidence and the perceived usefulness of a store site on the existing risk and online participation of customers for online shopping.

The statistical population of this research is people who have had the experience of online shopping at the Digikala store. The research method was descriptive-survey and the samples were randomly selected. A questionnaire was also used to collect information. Structural and statistical analysis of the model was done by SmartPLS3 software.

In this research, the authors found that the perceived usefulness (benefits of the site) has a favorable effect on the online participation of customers. It can also reduce the risk of online shopping. This research suggests good ways to increase sales to those who have a store site. The present research provides useful findings for those who sell their products online.

This research specifically examines the interaction of customers with sellers and can be a help for progress in e-commerce. In this study, perceived risk and participation as mediating variables, information and perceived usefulness on the site as independent variables and online shopping intention a dependent variables. This research was done about Digikala's online store. The results were obtained with the participation of customers in completing the questionnaire. Then the theoretical model and the background of the research are examined and then the hypotheses are evaluated according to the statistical results and finally, the research results and limitations are stated.

This paper aims to explain how Web 2.0, social connectedness online, has created incredible new business options. This research’s primary goal is to help businesses use these resources more effectively and perform better.

Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

Theories encompassing social support and related approaches to “word of mouth” online, electronic purchasing and virtual communities mediated by technological platforms are the foundational frameworks for this research piece. It then produces a statistical model that enables users to predict how social commerce (s-commerce) building blocks, including forums, communities, ratings and reviews and recommendations, assist businesses in introducing innovative strategies to win in the digital markets. The results necessarily focus on trust, an essential component of e-commerce. Reciprocally, the study reverses engineer’s trust through the constructs of this moment mentioned.

The present study describes the scope of empirical testing and validation of this framework and assists practitioners in further strengthening s-commerce strategy, an emerging and essential platform in the e-commerce industry.

Research highlights the dearth of current analysis in such conceptual domains while generating novel research insights aimed at e-commerce and digital business. From the viewpoint of potential and recurring customers who interact with online communities and product offerings, the study captures the essence of human interactions, often known as trade relationships, online.