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Article
Publication date: 1 February 2005

Patricia Sorce, Victor Perotti and Stanley Widrick

This paper examines the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping.

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Abstract

Purpose

This paper examines the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping.

Design/methodology/approach

Over 300 students and staff from a US university completed a survey regarding their online shopping and buying experiences for 17 products.

Findings

The results show that, while older online shoppers search for significantly fewer products than their younger counterparts, they actually purchase as much as younger consumers. Attitudinal factors explained more variance in online searching behavior. Age explained more variance in purchasing behavior if the consumer had first searched for the product online.

Research limitations/implications

The limitations of the present research are threefold. First, the sample was restricted to university faculty, staff and students. Second, a better measure of the hedonic motivation construct is needed. Third, additional independent measures such as income should be included to understand the additional demographic factors related to online purchase.

Practical implications

Retailing managers can make use of the results as describing multifaceted nature of online shopping and buying behavior. Age differences (in both directions) were seen for many product categories. In addition, results indicate that how one measures online shopping impacts on one's understanding of age effects on internet shopping. Age was negatively correlated with online pre‐purchase search but was positively correlated with online purchasing when pre‐purchase search behavior was taken into account.

Originality/value

The present study advances knowledge of the nature of the relationships among age, attitudes, and online shopping and buying behavior.

Details

International Journal of Retail & Distribution Management, vol. 33 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 18 September 2009

Orapin Laohapensang

An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential…

12906

Abstract

Purpose

An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential customer's attitude towards the behaviour and the customer's subjective norm and perceived behavioural controls can influence the intention and its eventual realisation. This paper aims to address the factors influencing internet shopping by Thai consumers in order to answer the question of how well TPB explains online shopping intentions in Thailand. Then, comparisons are made between theoretical predictions and the current situation of the use of online services by consumers in Thailand.

Design/methodology/approach

This study is based on a questionnaire survey asking participants what factors influence their use of the internet for shopping. Subjects are drawn from 400 graduates at four major universities in Thailand. To test the validity and reliability of the measurement models using the corrected item‐total correlations, Cronbach's α and correlations among constructs in the path model are used. Assessment is made of the importance of variables in the path model with the application of the conventional regression. All multiple items of the measures are assessed for their internal consistency by computing the corrected item total correlation and coefficient α for each composite measure.

Findings

The empirical analysis suggests that the difficulty of shopping online is seen as the factor most influencing customers' intention to shop online. In this survey and that of the NECTEC, online technology is seen as the principal barrier to using the internet for online shopping. In contrast, it is found elsewhere that a potential customer's attitude is the factor having most influence on the intention to shop.

Originality/value

The results of a survey of 400 consumers in Thailand showed that the factors of opinions of people around consumers and the environment of online shopping can affect their intention to shop online, and its realisation.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 24 April 2009

Delia Vazquez and Xingang Xu

The purpose of this paper is to examine the relationships between the online consumer behaviour constructs of attitude, motivations and information search in order to…

10147

Abstract

Purpose

The purpose of this paper is to examine the relationships between the online consumer behaviour constructs of attitude, motivations and information search in order to develop an online consumer behaviour framework.

Design/methodology/approach

An email survey collected data from 577 UK respondents and canonical correlations are applied to examine the relationships.

Findings

The results provide empirical support that attitude is an antecedent variable, and that motivation variables have a significant causal relationship with information search variables.

Research limitations/implications

Two limitations are identified. Firstly, the data collected focussed on UK respondents, consequently the generalisability of these results is in question and further research is required. Secondly, the attitude measure could include more items to further aid reliability.

Originality/value

This research advances the development of the Online Consumer Behaviour literature by adding knowledge on the nature of the relationships between online behaviour constructs.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 11 June 2021

Pemika Rochanapon, Michelle Stankovic, Matthew Barber, Billy Sung and Sean Lee

Online shopping cart abandonment presents a major problem for online fashion apparel retailers today. This exploratory research aims to validate scales that measure…

Abstract

Online shopping cart abandonment presents a major problem for online fashion apparel retailers today. This exploratory research aims to validate scales that measure antecedents of online shopping cart abandonment (OSCA) and examine how these reasons contribute to OSCA behaviour. The findings indicated that the eight different reasons (financial reasons, organisational tool, time pressure, intangibility, privacy issues, aesthetic design, social influences and entertainment factors) that drive OSCA are distinct and account for unique variance in the model, validating the measures. Also, the findings revealed that financial reasons and using the cart as an organisational tool are the top two reasons why consumers abandon their carts. This study provides researchers with a better theoretical understanding of the reasons why consumers abandon their online shopping carts. It validates the various reasons why consumers abandon their shopping carts and provides valuable managerial insights on how online marketers may enhance the translation of online browsing behaviour into actual purchases.

Details

Developing Digital Marketing
Type: Book
ISBN: 978-1-80071-349-9

Keywords

Open Access
Article
Publication date: 13 May 2022

Indrawati Indrawati, Gadang Ramantoko, Tri Widarmanti, Izzatdin Abdul Aziz and Farhat Ullah Khan

The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping

Abstract

Purpose

The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed.

Design/methodology/approach

The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software).

Findings

All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions.

Practical implications

Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value.

Originality/value

This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping.

Propósito

El estudio pretende analizar la influencia de las motivaciones hedónicas y utilitarias y la autoestima en el comportamiento de compra online. Asimismo, se analiza el papel mediador de la compra impulsiva y la intención de compra.

Metodología

El estudio se realizó con los resultados de una encuesta en la que participaron 450 encuestados y los datos se analizaron mediante el modelo de ecuaciones estructurales (software Smart PLS 3.0).

Resultados

Todos los vínculos planteados como hipótesis fueron significativos y positivos, excepto la relación del motivo autoestima con la tendencia a la compra impulsiva, que fue negativa según la hipótesis. Además, el motivo hedónico tuvo un fuerte impacto positivo en la tendencia de compra impulsiva, mientras que, por el contrario, el motivo utilitario tuvo un fuerte impacto positivo en las intenciones de compra.

Originalidad

Este estudio investiga el papel de la autoestima y los motivos hedónicos en la conducta de compra impulsiva. Además, al emplear la teoría del comportamiento planificado, este estudio pone de relieve el papel de los motivos hedónicos y utilitarios en la actitud hacia la realización de compras en línea.

Implicaciones

Los directivos deberían centrarse en el valor funcional más que en el valor emocional para atraer a los clientes que tienden a ser utilitarios. En cambio, para los clientes que tienden a ser hedónicos, las ofertas de productos deben ser visualmente atractivas, estimulantes e inspiradoras, además de tener valor emocional.

目的

本研究旨在分析享乐动机和功利动机以及自尊心对网上购物行为的影响。 而且, 本文也分析了冲动性购物和购物意向在其中的中介作用。

方法

本研究采用了由450名受访者参与的调查结果, 并使用结构方程模型(Smart PLS 3.0软件)对数据进行了分析。

研究结果

除自尊动机与冲动性购物符合假设所提议的负相关倾向外, 其他所有关系均为显著正相关。此外, 享乐动机对冲动性购物倾向有较强的正向影响, 而功利动机则对购物意向有较强的正向影响。

原创性

本研究调查了自尊和享乐动机在冲动性购物行为中的作用。此外, 通过采用计划行为理论, 本研究强调了享乐和功利动机在对参与网上购物态度中的作用。

意义

管理者应该关注功能价值而不是情感价值, 以吸引那些倾向于功利主义的顾客。相反, 对于倾向于享乐主义的顾客, 产品应该具有视觉吸引力、刺激性和启发性, 并具有情感价值。

Article
Publication date: 1 April 2022

Rajagopal Rajagopal

This study explores the causes and effects of technology usefulness on shopping behavior of consumers in Mexico by measuring inter-relationships between the constructs of…

Abstract

Purpose

This study explores the causes and effects of technology usefulness on shopping behavior of consumers in Mexico by measuring inter-relationships between the constructs of shopping with new-normal following coronavirus disease 2019 (COVID-19) business shutdown and online retail technology.

Design/methodology/approach

This study has been conducted in six online retail stores with the online survey of 342 buyers in Mexico. Data have been analyzed using two regression models with dependent variables, perceived usefulness of technology and buying decision of customers. Multiple correlations across the variables were computed.

Findings

Results of this study reveal that as customers found higher ease of use of online shopping, they perceived higher usefulness of online retailing technology. The perceived quality of retailing website positively influences impulsive buying behavior of customers. The study observed that increase in coupon promotions has positively enhanced the perceived buying impulsiveness of consumers in online stores. The perceived usefulness of online redemption of coupons has also positively benefited the attitude of customers toward buying.

Research limitations/implications

Online shopping has attracted a large section of customers during the COVID-19 business shutdown, and peer interactions have motivated them to experience the retailing technology of virtual stores. This study offers important insights for managers working in the retailing industries. Online strategies of retailers with unified customer experiences during the pandemic and business shutdown has provided extensive online retail space.

Practical implications

Managers of virtual retail stores need to build their business on customer-centric propositions, encourage 3D visions of products, develop “do-it-yourself” kiosks with augmented reality technology and enhance the value-based online business model. Online retailers need to prioritize developing an easy to navigate and quality website with comprehensive product information and instant messaging facilities over the sales promotion strategies. Online retailers need to establish quick response (QR) technology to improve the ease of use for navigation.

Originality/value

This study finds out the perceived usefulness in using online retail technology, and how customers have experienced it as a single wide option during the COVID-19 pandemic.

Details

Marketing Intelligence & Planning, vol. 40 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 26 November 2020

Elif Türk

Innovations in technology and evolution of internet elicited the usage of technology and internet during the shopping process of consumers. Changes in consumer shopping

Abstract

Innovations in technology and evolution of internet elicited the usage of technology and internet during the shopping process of consumers. Changes in consumer shopping processes opened doors for shifts in consumer buying behavior. As a result of the variations in consumer buying behavior, retailers formed new channel structures to fulfill customer requirements. New channel structures created different retailing formats and enhanced the complexity of retailing processes. As the complexity of retailing processes increased, complexity of consumer shopping behavior increased as well. In this sense, multichannel retailing emerged and expanded all around the world and paved the way for omnichannel retailing. Transformation of multichannel retailing to omnichannel retailing created two different shopping forms as: Showrooming and Webrooming. In this chapter, showrooming and webrooming concepts will be studied and the complementarity dimensions of these concepts will be explained in detail.

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

Keywords

Article
Publication date: 7 February 2022

Amgad Ali Badewi, Riyad Eid and Ben Laker

This research aims to understand the determinants of consumers' behaviour and motivations to buy taboo items online. Two theoretical lenses, theories of psychological…

Abstract

Purpose

This research aims to understand the determinants of consumers' behaviour and motivations to buy taboo items online. Two theoretical lenses, theories of psychological reactance and system justification, are invoked to frame the role of online shopping in shaping consumer behaviour in taboo markets.

Design/methodology/approach

A naturalistic inquiry paradigm was used to test a sample of 34 Saudi women who were buying taboo products online.

Findings

The determinant of such behaviour is based on differences in understanding the ritual restrictions between people, their society and their country. The four principal attitudes towards restrictions are justifying, accepting, rejecting and reacting. These attitudes frame five motivations: satisfying the restriction, to be unique, but aligned with social norms; breaking social norms; aligning one's self-image to liberal societies; and joy in challenging legal restrictions. The motives for online shopping are justification/utilitarian, to accommodate other restrictions in going to local markets; and reactance hedonic, to break restrictions. These motivations create seven different patterns of online shopping behaviour.

Originality/value

This research contributes to the literature by presenting an alternative perspective on online shopping motivations for taboo products. Furthermore, this research calls for a new socio-psychological theory for understanding the role of technology in influencing consumer behaviour in restrictive societies.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 25 February 2022

Durgesh Kumar Agrawal

The present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.

Abstract

Purpose

The present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.

Design/methodology/approach

Logistic regressions (LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.

Findings

While shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.

Practical implications

Online retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.

Originality/value

The study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 24 February 2022

Xuhui Wang, Bo Zhao and Jiaqi Chen

As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of…

Abstract

Purpose

As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of consumer trust is intensified. The theory of establishing consumer trust in traditional online shopping can no longer meet the need of cross-border context.

Design/methodology/approach

The researchers used the methods of network logs and grounded theory. The data collection and analysis are conducted on consumer comments from Tmall Global, NetEase Koala and JD Worldwide in the product comment area. This article explored and extracted the moderating variables of consumer perceived risk and cross-border characteristics in cross-border e-commerce. Based on the theory of “perceived risk – consumer trust – consumer purchase decision – making,” this article deduced mechanism of consumer dynamic trust based on the whole process of cross-border e-commerce transaction.

Findings

In the prepurchase, purchase and postpurchase stages of cross-border e-commerce transactions, consumers' perceived cognitive risk, transaction risk and utility risk are moderated by the cultural distance, geographical distance and institutional distance caused by the cross-border transaction subjects. On this basis, the preinfluence factors of trust in each transaction stage are synthesized to respectively influence the establishment of cognitive trust, emotional trust and behavioral trust, so as to affect consumers to make the order payment, confirm receipt and praise repurchase decisions. At the same time, with the advance of prepurchase, purchase and postpurchase transactions in cross-border online shopping, consumer trust presents a dynamic evolutionary path of “cognitive trust – emotional trust – behavioral trust.”

Originality/value

This article expands the application context of the theory of consumer rational behavior from traditional online shopping to the context of cross-border online shopping and expands the scope of interpretation of the theory of consumer rational behavior. This article also supplements the theoretical gaps in the dynamic evolution of consumer trust in cross-border online shopping, enriches the decision-making process model of consumers in the context of cross-border online shopping and provides new ideas for follow-up research.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

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