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11 – 20 of over 46000Katija Vojvodic and Matea Matic
This chapter explores the relationship between impulsive online purchasing and the features of online consumers.
Abstract
Purpose
This chapter explores the relationship between impulsive online purchasing and the features of online consumers.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.
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Francesca Dall'Olmo Riley, Daniele Scarpi and Angelo Manaresi
This research aims to investigate consumers' likelihood of purchasing services online in two countries, the UK and Italy, which differ significantly in the population's uptake of…
Abstract
Purpose
This research aims to investigate consumers' likelihood of purchasing services online in two countries, the UK and Italy, which differ significantly in the population's uptake of internet shopping. Four influences are considered: service type, contact with service provider prior to online purchase, familiarity with service provider, and experience with internet purchasing.
Design/methodology/approach
For motor insurance and travel, respondents were asked to indicate the probability of purchasing on the internet the service of a provider they had used before, after a face‐to‐face contact with the provider, and also without prior contact with the service provider. Respondents were asked the same questions also for a provider they had not used before.
Findings
Differences in the relative uptake of internet shopping in the two countries did not alter the general results: a need for face‐to‐face contact with the service provider prior to online purchase and a preference for buying services from a familiar provider. Previous general experience of online shopping increases the likelihood of purchasing online.
Research limitations/implications
Future studies should examine a broader range of service categories and should consider travel products of different complexity.
Practical implications
Online/offline integration of service provision is very important, as consumers highly appreciate some form of human contact, prior to online purchase, even in countries where consumers are more used to shopping from home.
Originality/value
The paper provides a better understanding of the influences on consumers' likelihood of purchasing services online. Findings are generalized in two countries, with different uptake of internet shopping.
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Sourabh Arora and Sangeeta Sahney
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.
Social implications
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.
Originality/value
This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.
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Sarah Quinton and Sally Harridge‐March
Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the…
Abstract
Purpose
Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the would‐be consumer. The purpose of this paper is to investigate whether the elements of trust that influence potential consumers differ between on and offline wine purchasing.
Design/methodology/approach
An interactive data collection tool was employed, in the form of an internet based questionnaire that focused on what influences a consumer of wine to trust enough to purchase online for the first time. This paper reports the findings based on a permission‐based email sample of more than 1,000 current consumers who professed to buy wine.
Findings
The findings demonstrate that there is a difference in the elements of trust that consumers use to determine whether or not to purchase wine online and offline.
Practical implications
The authors suggest that the services marketing mix holds relevance for those online retailers who wish to attract consumers of wine for the first time. The paper concludes with recommendations for marketers on how to influence the initial wine purchase.
Originality/value
This paper's value lies in the comparison between on and offline trust and initial buying behaviour. It provides insight into the initiation of trust and the formation of relationships between customers and providers by identifying the elements that instil trust.
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Yu‐Bin Chiu, Chieh‐Peng Lin and Ling‐Lang Tang
This study proposes a model of online purchase intentions. Four exogenous constructs – namely, personal awareness of security, personal innovativeness, perceived ease of purchasing…
Abstract
Purpose
This study proposes a model of online purchase intentions. Four exogenous constructs – namely, personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness – have not only direct influences on attitudes and online purchase intentions, but also have indirect influences on online purchase intentions through the mediation of attitudes.
Design/methodology/approach
Data were collected via questionnaires from customers of the leading internet service provider (ISP) in Taiwan. Structural equation modeling (SEM) was used to examine the model.
Findings
The influences of personal innovativeness and perceived usefulness on attitudes and online purchase intentions are similar for males and females. The influences of personal awareness of security on both attitudes and online purchase intentions are strong for males, while no such effects exist for females. The influences of perceived ease of purchasing on both attitudes and online purchase intentions are stronger for females than for males.
Research limitations/implications
There are several limitations. For example, there may exist common method variance, and the generalisability of the findings might be limited. Besides, this study is using only one product category, and customers' online purchase intentions may be only partially reflected due to the investigation of self‐reports.
Practical implications
By learning gender differences, e‐tailers and advertisers can better target right consumers and consequently foster more positive attitudes and online purchase intentions.
Originality/value
This study presents a thorough understanding on a model of online purchase intentions, and how gender moderates several paths of the model.
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Steven D'Alessandro, Antonia Girardi and Leela Tiangsoongnern
The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing…
Abstract
Purpose
The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence products such as gemstones.
Design/methodology/approach
An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study.
Findings
The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.
Research limitations/implications
The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online.
Practical implications
Online marketers of highly risky products need to consider that policies that promote trust and reduce risk are important means of increasing purchases. In particular, the use of multichannels will reduce perceived risk.
Originality/value
This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.
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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) e-commerce…
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.
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Nicola Cobelli and Georgina Wilkinson
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology…
Abstract
Purpose
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology acceptance model (TAM), this research intends to explain the antecedents of consumers actual online purchasing of wine in South Africa and Italy.
Design/methodology/approach
Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South Africa and 179 in Italy. Data were analyzed through several techniques including t-tests, principal component factor analyses, and binary logistic regressions.
Findings
Overall, the findings show that South African and Italian online wine consumers are more similar than the offline wine consumers. However, perceived usefulness has an impact on the use of the online channel to purchase wine in Italy but not in South Africa, whereas perceived complexity has an effect in South Africa but not in Italy.
Research limitations/implications
This study adopts a convenience sampling technique, suggesting that the used samples are not representative of the whole population. Moreover, TAM offers a simple and clear understanding of the actual use of wine e-commerce but overlooks other potential explanatory factors.
Practical implications
Targeting online wine consumers in South Africa and Italy opens up the opportunity for using cross-national highly standardized product and communication strategies. However, different approaches are required to convert offline wine consumers to online wine consumers in South Africa and Italy.
Originality/value
This is the first cross-national study investigating consumers' attitude toward online wine purchasing in South Africa and Italy. Moreover, it offers a comparison of online and offline wine consumers in the two countries. In addition, the research offers a new point of view over consumers of Italy and South Africa, two important countries in terms of wine production and consumption that can be very beneficial for wineries owners and managers.
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Zhu Zhang and Doyeon Won
This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience…
Abstract
This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience) and two sports website characteristics (perception of product comparison service, and website price advantage) to assess their ability to differentiate licensed sports merchandise purchasers (buyers), and those who just browsed sports websites (browsers). The results made it possible to differentiate buyers and browsers based on 'trust in internet shopping', 'attitude towards online purchasing', 'perceptions of convenience', and 'website price advantage'. Additionally, all six characteristics collectively explained sports merchandise consumers buying versus browsing.
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My Bui and Elyria Kemp
This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence…
Abstract
Purpose
This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers' attitudes, emotion regulation and subjective norms in the shopping experience for online music.
Design/methodology/approach
Structural equation analysis based on AMOS 17.0 techniques, using the maximum likelihood estimation method, was used to assess the measurement and structural model. Confirmatory factor analysis was conducted to determine construct and discriminant validity before testing hypotheses of the structural model.
Findings
Results indicate that shopping for music online involves an emotional and hedonic component. Specifically, consumer attitudes, emotion regulation as well as subjective norms influence repeat purchase intentions.
Research limitations/implications
Emotion regulation in traditional retailing environments has been heavily studied, however, limited research exists to examine emotion regulation in the online retailing environment. With the proliferation of online retailing, this study makes important contributions to understanding online shopping behaviour for hedonic products.
Practical implications
Based on the findings of this research, online music retailers should consider developing applicable customer‐valued alternatives to positively influence the overall online shopping experience.
Originality/value
This paper models consumer emotion regulation beyond the traditional retailing environment and examines it in a virtual retailing environment. Results prove to be important as emotion regulation impacts consumer behaviour beyond previously known traditional settings.
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