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In keeping with global developments rendering online shopping as an emerging trend among consumers, the present study extends the unified theory of use and acceptance of technology (UTAUT2) comprising the digital payment mode (DPM) as a new driver of online shopping and with the mediation of attitudes toward technology (ATTs) to gauge a better and deeper understanding of behavioral intention (BI).

This study used a survey instrument with snowball sampling from 600 consumers in northern India. Partial least squares structural equation modeling was used to find the association between drivers using UTUAT2, along with DPM and ATTs. The data were divided into a test group (20%) and validated through a training group (80%).

DPM was shown to be directly associated with BI. The mediation of ATTs was also validated through the model. The predictability of the model was 67.5% for the test group (20%) and 69.6% for the training group (80%). The results also indicated that facilitating conditions is a critical driver of BI.

This study enhances the understanding of the roles that DPM and ATTs play in BI during online shopping, suggesting that Indian managers need to adopt DPM as a support service to make online shopping a worthwhile experience.

The COVID-19 outbreak has disrupted the habits of customers as well as their shopping behavior. This study aims to critically examine the associated benefits and challenges of online shopping from the perspective of customers in the COVID-19 pandemic.

A systematic review of the relevant literature published between 2020 and 2022 was conducted via performing comprehensive search query in leading scholarly databases “Scopus and Web of Science” with the restriction of their predefined subject category of “Business.” Overall, 30 research studies were selected for the review and a significant number of studies were published in 2021 (n = 15).

The research findings revealed that customers are motivated to shop online because of perceived benefits such as time-saving, convenience, 24/7 accessibility, interactive services without physical boundaries, trust, website attractiveness and cost-saving. However, challenging factors such as financial scams, privacy concerns, poor quality of products and services, fake promotions and reduced social interaction have hindered the growth of online shopping. The recommendations regarding designing marketing strategies, secured transaction, multiple payment options, trust building, protection of privacy, promotion via social media, effective mechanism to secure and timely delivery of product are helpful to improve the service quality of online shopping.

The outcomes of this research are valuable to online retailers and policymakers, as it highlights how the benefits can enhance customers’ shopping intentions and minimize the impact of associated challenges. This study also recommends the redesigning of user-friendly interfaces of online shopping websites and ensures their privacy, security and performance on a regular basis.

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.

Based on a review of the literature and collection of 401 useable valid responses, the study was conducted through structured questionnaires applying personal interview technique. The subsequent analysis was conducted through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3.

The study findings revealed that perceived usefulness, perceived ease of use and shopping habits during COVID-19 have a significant influence on post COVID-19 online grocery shopping intentions. Also, the study has uncovered that perceived usefulness and perceived ease of use significantly influence shopping habits during COVID-19 among customers. Furthermore, the current study has revealed that hopping habit during COVID-19 significantly mediates the relationship between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.

The study findings have provided practical suggestions of developing and improving technological platforms to attract new customers for online grocery shopping. Further, the study suggests that online grocery retailers should apply adjusted pricing strategies using coupons and discount offers.

This paper investigates factors and its impacts on online grocery shopping intentions in post COVID-19 context. Therefore, the study uncovers the factors that add value to understanding customers' post COVID-19 online grocery shopping intentions by integrating perceived usefulness, perceived ease of use and shopping habits during COVID-19.

This research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market.

This paper contributes to the research in this area by evaluating customers' and retailers' attitudes towards digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method.

The findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market.

The paper's originality consists in understanding the future retail structure in an emerging market. Notably, focussing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging market.

The primary purpose of this study is to examine the factors leading to shopping cart abandonment and construct a model depicting interrelationship among them using interpretive structural modeling (ISM) and Matriced Impact Croises Multiplication Appliquee an un Classement (MICMAC).

Initially, 20 factors leading to shopping cart abandonment were extracted through a systematic literature review and expert opinions. Fifteen factors were finalized using the importance index and CIMTC method, for which consistency has been checked in SPSS software through a statistical reliability test. Finally, ISM and MICMAC approach is used to develop a model depicting the contextual relationship among finalized factors of shopping cart abandonment.

The ISM model depicts a technical glitch (SC8), cash on delivery not available (SC4), bad checkout interface (SC9), just browsing (SC11), and lack of physical examination (SC12) are drivers or independent factors. Additionally, four quadrants have been formulated in MICMAC analysis based on their dependency and driving power. This facilitates technical managers of e-commerce companies to focus more on factors leading to shopping cart abandonment according to their dependency and driving power.

Taking an expert’s opinion as a base may affect the results of the study due to biases based on subjectivity.

This study’s outcomes would accommodate practitioners, researchers, and multinational or national companies to indulge in e-commerce to anticipate factors restricting the general public from online shopping.

For the successful running of an e-commerce business and to retain the confidence of e-shoppers, every e-commerce company must make a strategy for controlling factors leading to shopping cart abandonment at the initial stage. So, this paper attempts to highlight the main factors leading to shopping cart abandonment and interrelate them using ISM and MICMAC approaches. It provides a clear path to technical heads, researchers, and consultants for handling these shopping cart abandonment factors.

The purpose of this research article is to explore the behavioural intention of consumers to use app-based shopping for green-tech products in the emerging economy of Bangladesh. The study investigates the indirect effects of perceived ease of use, usefulness, perceived delivery and perceived security on the behavioural intention to use app-based shopping for purchasing green-tech products by considering the mediating role of perceived trust.

A quantitative research approach was applied to collect data from the respondents who had previously used app-based shopping for green-tech products in Bangladesh. An online, self-administered survey questionnaire was used to collect data from 348 respondents. The survey data was analysed using SmartPLS-4 to measure the reliability and validity of the constructs. In addition, partial least squares structural equation modelling (PLS-SEM) was employed to test the research model and hypotheses.

The study's results reveal that perceived usefulness, ease of use, security and delivery positively and significantly influence perceived trust, leading to a higher behavioural intention to use app-based shopping for green-tech products. Additionally, perceived trust significantly mediates the relationship between the behavioural intention to use app-based shopping and perceived usefulness, perceived ease of use, perceived security and perceived delivery.

The study's findings have important implications for app-based shopping services to support customers interested in purchasing green-tech products in an emerging economy. The results also indicate that green-tech product companies must adopt new service delivery channels and ensure consumers' convenience and cost and time savings. The present research findings suggest that green-tech product companies need to ensure that they integrate digital technologies into their services for secure and timely delivery of products, improving customer convenience.

The study's findings can be insightful for app-based shopping service providers to foster their businesses by focussing on developing a positive trust perception in the consumer's mind, leading to a positive intention to use the app-based shopping services. The present study will enrich the current literature by investigating how consumers' perceived trust affects their behavioural intention to use app-based online shopping for purchasing green-tech products. It will also expand the existing knowledge on app-based shopping by exploring how perceived delivery impacts perceived trust, which subsequently affects customers' intentions to adopt the purchase of green-tech products.

With the rapid development of technology, 360° panorama on mobile as a very convenient way to present virtual reality has brought a new shopping experience to consumers. Usually, consumers get product information through virtual annotations in 360° panorama and then make a series of shopping behaviors. The visual design of virtual annotation significantly influences users' online visual search for product information. This study aims to investigate the influence of the visual design of virtual annotation on consumers' shopping experience in the online shopping interface of 360° panorama.

A 2 × 3 between-subject design was planned to help explore whether different display model of annotation (i.e. negative polarity and positive polarity) and different background transparency of annotation (i.e. 0% transparency, 25% transparency and 50% transparency) may affect users' task performance and their subjective evaluations.

(1) Virtual annotations with different background transparency affect user performance, and transparency has better visual search performance. (2) Virtual annotation background display mode may affect the user operation performance; the positive polarity of the virtual annotation is more convenient for the users' visual searching for product information. (3) When the annotation background transparency is opaque or semi-transparent, the negative polarity display is more favorable to the users' visual search. However, this situation is reversed when the annotation background transparency is 25%. (4) Participants preferred the presentation of positive polarity virtual annotations. (5) Regarding the degree of willingness to use and ease of understanding, participants preferred the negative polarity display for 0% background transparency or 50% background transparency. However, the opposite result was obtained for 25% background transparency.

The findings generated from the research can be a good reference for the development of virtual annotation visual design for mobile shopping applications.

1. Virtual annotation background transparency and background display mode are two essential attributes of 360° panoramas.

2. This study examined how virtual annotation background transparency and background display mode influence user performance and experience.

3. It is recommended to use a translucent or opaque annotation background with a negative polarity display.

4. Virtual annotation presentation with 25% background transparency facilitates consumer searching and comparison of product information.

5. Users prefer a positive polarity annotation display.

Virtual annotation background transparency and background display mode are two essential attributes of 360° panoramas.

This study examined how virtual annotation background transparency and background display mode influence user performance and experience.

It is recommended to use a translucent or opaque annotation background with a negative polarity display.

Virtual annotation presentation with 25% background transparency facilitates consumer searching and comparison of product information.

Users prefer a positive polarity annotation display.

This paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What is the impact of BOPSC on their optimal price and sales volume of products? (2) When should an online retailer and an offline retailer conduct the BOPSC strategy with each other?

The paper first establishes two game models to explore the equilibriums of online and offline retailers in non-BOPSC and BOPSC. Then the condition for online and offline retailers to implement BOPSC strategy are determined. Furthermore, the applicability of the BOPSC strategy is enhanced by incorporating numerical analysis.

The study’s findings reveal that BOPSC strategy will not always beneficial to online and offline retailers, which depends on the total cost of online shopping and the product valuation of consumers. BOPSC strategy leads to the increase of prices and online orders, and the demand of offline retailer is eroded. Moreover, BOPS cooperation between different retailers is easier to achieve than omni-channel integration strategy. When the convenience difference between offline shopping and BOPSC pick-up is moderate, the effectiveness of BOPSC strategy can be improved.

This study has the following two main contributions: Firstly, the authors investigate the effects of BOPSC strategy on the prices of online and offline retailers. The study results show that the BOPSC strategy alleviates price competition and promotes a win–win situation between online retailers and offline retailers. Secondly, this paper mainly studies the cooperative behavior between online and offline retailers and reveals the optimal conditions for online and offline retailers to adopt BOPSC strategy. It can help small- and medium-sized online and offline retailers to choose suitable products for BOPSC strategy, so as to achieve the purpose of increasing profit.

The purpose of this study is to investigate the impact of e-service quality and e-trust on customer e-satisfaction and, subsequently, on customer e-loyalty towards a website in the online shopping environment of Pakistan.

The research employed a quantitative approach and utilised structural equation modelling to investigate the relationship between e-service quality and e-trust on consumers’ e-satisfaction and e-loyalty. The data were collected from 250 individuals who actively use online shopping websites to purchase products in Pakistan.

The findings revealed that e-service quality and e-trust offered on e-commerce websites significantly impacted customer e-loyalty. However, it was found that both e-service quality and e-trust do not have a significant impact on customer e-satisfaction. In addition, the findings showed that customer e-satisfaction positively impacts e-loyalty.

Overall, these findings emphasise the importance of e-service quality, e-trust and customer e-satisfaction and their role in cultivating customer loyalty within the context of the online shopping environment in Pakistan.

This study contributes to the existing literature on online shopping in Pakistan by exploring the factors influencing consumer behaviour in this context. The findings add to the academic understanding of consumer behaviour and provide valuable insights for e-commerce businesses in Pakistan.