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Article
Publication date: 6 May 2014

Sajad Rezaei, Muslim Amin and Wan Khairuzzaman Wan Ismail

Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness…

Abstract

Purpose

Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers.

Design/methodology/approach

A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18-31. Subsequently, the two-step structural equation modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation.

Findings

The statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI.

Research limitations/implications

The paper suggests that future research consider multicultural analysis, atmosphere design, developing internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed.

Practical implications

By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realize the implications of examining their target population/market based on an assessment of different antecedents.

Originality/value

This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, the paper empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre-purchase user attitudes (including TRT, PC, IL) and post-purchase users attitudes (including SAT) in forming ORI simultaneously.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 4 April 2018

Marion Garaus

The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences.

Abstract

Purpose

The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences.

Design/methodology/approach

Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion.

Findings

Confusing online store elements are classified into three online confusion causes. Data yielded from two experiments using fictitious and real shopping scenarios as stimulus material show that a confusing internet retail process leads to negative consumer reactions.

Research limitations/implications

The resulting taxonomy of confusing online store elements offers guidance on the creation of non-confusing online shopping trips, and highlights the relevance of a non-confusing internet retail process. Online shopper confusion is linked to negative behavioral reactions. Consequently, this research offers an explanation for undesirable consumer reactions in internet retailing.

Practical implications

The findings provide practitioners with concrete insights into how the internet retail process confuses shoppers which help to assess the confusion potential of their existing online stores and consider confusion issues in the development of new online stores.

Originality/value

This research is the first to explore confusion during the internet retail process. The multi-method approach offers highly valid insights into the causes and consequences of online shopper confusion.

Details

Internet Research, vol. 28 no. 2
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 7 May 2021

Ja-Shen Chen, Tran-Thien-Y Le and Devina Florence

The rapid evolution in artificial intelligence (AI) has redefined the customer experience and created huge opportunities for companies to interact with customers using…

Abstract

Purpose

The rapid evolution in artificial intelligence (AI) has redefined the customer experience and created huge opportunities for companies to interact with customers using chatbots. This study explores the role of AI chatbots in influencing the online customer experience and customer satisfaction in e-retailing.

Design/methodology/approach

A research model based on the technology acceptance model and information system success model is proposed to describe the interrelationships among chatbot adoption, online customer experience and customer satisfaction. Personality is a moderator in the model. The authors used a quantitative approach to collect 425 useable online questionnaires and Statistical Product and Service Solutions (SPSS) and SmartPLS to analyze the measurement model and proposed hypotheses.

Findings

The usability of the chatbot had a positive influence on extrinsic values of customer experience, whereas the responsiveness of the chatbot had a positive impact on intrinsic values of customer experience. Furthermore, online customer experience had a positive relationship with customer satisfaction, and personality influenced the relationship between the usability of the chatbot and extrinsic values of customer experience.

Originality/value

This research extends understanding of the online customer experience with chatbots in e-retailing and provides empirical evidence by showing that extrinsic and intrinsic values of online customer experience are enhanced by chatbot adoption.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 8 February 2013

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…

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.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 6 May 2014

Victoria Insley and Daniel Nunan

As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification…

Abstract

Purpose

As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers.

Design/methodology/approach

The research adopts a qualitative methodology carrying out 19 in-depth interviews with individuals who are frequent online shoppers.

Findings

Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own “games” which increases competitive pressure between retailers.

Practical implications

The paper suggests ways in which retailers might more successfully “gamify” their online retail stores and reduce incidences of undesirable customer behaviour.

Originality/value

This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 26 May 2021

Ipek Kazancoglu and Burak Demir

The aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer…

Abstract

Purpose

The aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer satisfaction during COVID-19 pandemic. This study is based on flow theory using two consequent factors, which have not been investigated together previously.

Design/methodology/approach

A questionnaire consisted of flow experience dimensions and e-customer satisfaction, repurchase intention. An online survey was conducted with 478 consumers who experienced flow in online shopping. Exploratory factor analysis and structural equation modelling were used to test research hypotheses. The research study data were collected between 20 March and 31 May 2020, during the spread of COVID-19.

Findings

Telepresence, concentration and control dimensions of flow experience have a significant effect on e-customer satisfaction. In addition, it was determined that the change in repurchase intention was caused by concentration and telepresence dimensions of flow experience. Therefore, it was found that e-customer satisfaction has a significant effect on repurchase intention. As a result, it was determined that e-customer satisfaction has a partial mediating role in the effect of flow experience dimensions of telepresence, concentration and control, and a full mediating role in the effect of flow experience dimension of time distortion on repurchase intention.

Research limitations/implications

The limitations of the study are that research was conducted on only one retail company and a limited number of participants were reached. In addition, some flow experience dimensions were excluded in the study, constituting another limitation.

Originality/value

This paper contributes flow theory literature by modelling flow dimensions as an independent variable that affects e-customer satisfaction and repurchase intention. In addition, different dimensions of flow experience in online retailing have been discussed, and no study has been found that discusses flow experience dimensions (goal clarity, enjoyment, curiosity, control, telepresence, time distortion, concentration) together. This study conducted during COVID-19 pandemic would produce a different perspective on flow experience in e-retailing

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

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Book part
Publication date: 26 November 2020

Bilge Baykal

Marketplaces are changing, and customers are demanding improved experiences where they want, how they want, and when they want. The omnichannel concept is perceived as an…

Abstract

Marketplaces are changing, and customers are demanding improved experiences where they want, how they want, and when they want. The omnichannel concept is perceived as an evolution of multichannel retailing, which implies a blurring division between the physical and online stores. In the omnichannel environment, customers move freely among physical and online stores expecting seamless shopping experiences between channels. Among different generational consumer groups, Gen Z deserves marketers’ particular attention, which is the new rising segment for omnichannel experiences. The purpose of this chapter is first to verify the essence of generational differences in consumer’s omnichannel buying behavior by giving a special focus on the Gen Z segment. Secondly, this chapter discusses how retailers should integrate their online and offline store channels to provide the best retail brand experience to these distinctive Gen Z consumers.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Article
Publication date: 25 February 2019

Jihyun Lee and Yuri Lee

The purpose of this paper is to examine the relationship between online retail therapy and consumers’ attitudes towards online fashion shopping malls (ATO) based on the…

Abstract

Purpose

The purpose of this paper is to examine the relationship between online retail therapy and consumers’ attitudes towards online fashion shopping malls (ATO) based on the stimulus–organism–response model.

Design/methodology/approach

This study examined how online retail therapy factors (e.g. the aesthetics of web design and attractiveness of the models) affect consumers’ ATO. In particular, the authors examined the mediation of positive mood reinforcement (PMR) and negative mood reduction (NMR).

Findings

The results indicated that aesthetics has a significant and direct effect on ATO. However, model attractiveness has an indirect effect on ATO through PMR and NMR. In addition, the direct effect of aesthetics on ATO is greater than the indirect effect of model attractiveness. Therefore, online fashion shopping malls need to concentrate on improving the aesthetics of the shopping malls. For fashion shopping malls that do not have the capacity to improve the aesthetics, it is possible to improve ATO by using highly attractive models.

Originality/value

This study applied the concept of retail therapy to the online environment and verified the effect. This study expanded the scope of the study of retail therapy by examining the effect of mood improvement on ATO as well. Further, this study examined the structure of two online retail therapy factors, aesthetics and model attractiveness, that affect ATO through PMR and NMR, and suggested managerial implications for online shopping malls.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 6 September 2011

Iryna Pentina, Aliaksandr Amialchuk and David George Taylor

The purpose of this paper is to empirically identify categories of online shopping experiences and web site functions facilitating these experiences, and to test the…

Abstract

Purpose

The purpose of this paper is to empirically identify categories of online shopping experiences and web site functions facilitating these experiences, and to test the effect of those experiences on browser satisfaction, conversion, and online store performance.

Design/methodology/approach

Two analytical methods (survey‐based exploratory factor analysis and secondary data‐based regressions) were employed to test the mediating role of browser satisfaction between online shopping experiences and e‐tail performance for 115 top online retailers during 2006‐2008.

Findings

In addition to supporting the existence of such parallel in‐store and online experiences as sensory, cognitive, pragmatic, and relational, a new type of online shopping experience (interactive/engagement) was identified. It comprises customer involvement with the online store and with friends and other shoppers via the online store interface. The mediating role of browser satisfaction in increasing sales and traffic to online stores was confirmed.

Research limitations/implications

Future research should account for potential multi‐channel effects of online shopping experiences.

Practical implications

Investing in web site features that facilitate such social experiences as product reviews and ratings sharing, and interacting with the site itself (site personalisation and mobile interface), and through the site with others (social networking, wish list, e‐mail‐a‐friend, etc.), can positively influence site visitor satisfaction and lead to increased traffic and sales.

Originality/value

This paper is among the first to explore the nature and drivers of online shopping experiences. It uses multi‐method approach to identify which online shopping experiences significantly affect browser satisfaction and, consequently, store performance.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 23 November 2017

Amresh Kumar and Bhawna Anjaly

The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase…

Abstract

Purpose

The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase from the one particular e-retailer. This paper tries to identify the customer experience with reference to activities happening post-purchase. The purpose of this paper is to develop and validate online post-purchase customer experience (OPPCE).

Design/methodology/approach

The methodology of this scale development study starts with skimming of relevant literature to identify the knowledge gap and prepare a theoretical background for the study. Then scientific method is applied for scale creation. First, items of the scale been identified through interviews of online shoppers and marketing experts. Then the major dimensions were identified through exploratory factor analysis applied on the data collected from active shoppers, who transacted online in last six months, with the help of a structured questionnaire survey. These data are analyzed through structural equation modeling to validate the scale.

Findings

The study yields that the scale for measuring OPPCE is multi-dimensional. It has six dimensions, i.e. delivery, product-in-hand, return and exchange, customer support, benefits and feel-good factors. The proper focus on the items of these dimensions can help e-retailers improve customer experience and increase repeat purchase.

Originality/value

Post-purchase activities have a significant impact on customer and their repeat purchase intensions. But it has not received its due attention particularly in the online context. Hence, this paper fills this knowledge gap and gives e-retailers a tool to enhance their customers’ experience.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

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