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Article

Feiyan Han and Bo Li

E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA…

Abstract

Purpose

E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA and exert online shopping purchase power in rural China. From a socio-technical perspective, this paper used adoption readiness of farmers and perceived risk to construct an integrated model to discern the effect of enhanced e-commerce institutional mechanisms on farmers' online shopping intention in the context of EPA.

Design/methodology/approach

The survey included 832 valid samples from rural farmers in Shanxi province. This study analyses using structural equation modelling (SEM) and bootstrap methods used to empirically test the model.

Findings

Findings suggest that enhanced e-commerce institutional mechanisms have significant direct and indirect positive impacts on farmers' online shopping intention; adoption readiness and perceived risk play partial mediation roles in determining the relationship between farmers' online shopping intention and enhanced e-commerce institutional mechanisms; and the indirect mediation effect of adoption readiness is greater than that of perceived risk.

Research limitations/implications

Although the proposed model was supported in the questionnaire survey, the investigation method was not completely excluded. Future research can combine the method of panel data and apply the framework to other e-commerce platforms, as well as to other cultural settings.

Practical implications

The study suggests that enhanced e-commerce institutional mechanisms that are based on the needs of farmers from poverty-stricken areas change the shopping habits of farmers. Moreover, enhanced e-commerce institutional mechanisms should allow farmers' perceived adoption readiness to play its promoting role and reduce the impeding role of perceived risk. The results of this study are conducive to the intensive implementation of the ‘Three Rural Issues’ strategy in China.

Originality/value

A new model to generate a two-factor mediation effect model by integrating the perceived effectiveness of enhanced e-commerce institutional mechanisms with farmers, farmers' adoption readiness, perceived risk and online shopping intention. The study explored the relationship between enhanced e-commerce institutional mechanisms and farmers' online shopping intention, bridging the gap in related empirical studies. Besides, this study first proposed farmers' adoption readiness and clarifies the mediating role of farmers' adoption readiness and perceived risk, which highlights the previously unnoticed role of farmers' adoption readiness.

Details

Information Technology & People, vol. 34 no. 1
Type: Research Article
ISSN: 0959-3845

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Article

Xiabing Zheng, Matthew Lee and Christy M.K. Cheung

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of…

Abstract

Purpose

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.

Design/methodology/approach

The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.

Findings

The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.

Research limitations/implications

The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.

Originality/value

The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

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Article

Yang Liu, Qi Li, Tudor Edu, Laszlo Jozsa and Iliuta Costel Negricea

The purpose of this paper is to appraise the impact of mobile shopping platform characteristics on consumer’s emotions, the relationship between emotions and their impact…

Abstract

Purpose

The purpose of this paper is to appraise the impact of mobile shopping platform characteristics on consumer’s emotions, the relationship between emotions and their impact on impulsive buying.

Design/methodology/approach

Mobile shopping platform characteristics were grouped into five dimensions: information, entertainment, personalization, visuality and economic benefits, and integrated in a model built on the Stimulus-organism-response theory to evaluate the influence on arousal (excitement) and pleasure, the relationship between arousal and pleasure and their impact on impulsive buying. In total, 303 valid questionnaires were collected from Chinese mobile shoppers. The research hypotheses were tested through confirmatory factor analysis and structural equation modeling.

Findings

Entertainment and personalization had significant positive influences on consumer’s arousal and pleasure. Information, visuality and economic benefits had significant positive influences on consumer’s arousal. Arousal had a significant positive impact on consumer’s pleasure. Arousal and pleasure had significant positive influences on impulsive buying.

Research limitations/implications

New insights can be obtained by investigating other consumer’s profiles. The model can be improved by including other mobile platform characteristics (product availability, platform ease-of-use and interactivity) and broadening the impulsive buying perspective through assessing flow experience and virtual atmosphere.

Practical implications

Marketing strategies are proposed based on the mobile platform characteristics and considering Chinese customer values, for generating positive emotions and impulsive buying.

Originality/value

This study enriches the literature by recommending a classification for mobile shopping platform characteristics and proposing a model to investigate the characteristics, emotions and impulsive buying nexus.

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Article

Chuanhong Chen and Xueyan Li

The purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the…

Abstract

Purpose

The purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the possible interaction between product promotion and atmosphere promotion strategies on their participation intention in online shopping festivals.

Design/methodology/approach

This paper conceptualized consumer perception of product promotion strategies of online shopping festivals as Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion and Perceived Fun of Promotion Activities and atmosphere promotion strategies as Perceived Contagiousness of Mass Participation. Based on the Stimulus-Response Theory, this study constructed an influencing model of promotion strategies on consumer participation intention in online shopping festivals. Structural equation modeling with partial least squares was used for analyzing the data from a sample of 495 consumers to test the proposed hypotheses.

Findings

The results showed that Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion, Perceived Fun of Promotion Activities and Perceived Contagiousness of Mass Participation significantly and positively affect consumer Participation Intention; Perceived Contagiousness of Mass Participation plays a moderating role in the effect of Perceived Temptation of Price Promotion on Participation Intention.

Originality/value

This study is the first empirical attempt to examine the moderating role of atmosphere promotion between product promotion and consumer participation intention in online shopping festivals. The findings provide theoretical basis and practical guidance for e-commerce platforms and merchants for improving their online shopping festival promotion strategies.

Details

Industrial Management & Data Systems, vol. 120 no. 12
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Qiujie Zheng, Junhong Chen, Robin Zhang and H. Holly Wang

In this paper, we provide a simple conceptual framework with empirical analysis to investigate the effect of product attributes and e-vendor characteristics that are…

Abstract

Purpose

In this paper, we provide a simple conceptual framework with empirical analysis to investigate the effect of product attributes and e-vendor characteristics that are potentially included in the online shopper’s information search on their online shopping behavior in China.

Design/methodology/approach

This paper examines consumers’ online shopping frequency for food/grocery using an ordered logit model and for fresh food (a subcategory of food/grocery) using a two-part model, considering product attributes, e-vendor characteristics, and consumer perceptions and characteristics.

Findings

The results show that product origin is an influencing factor in shopping for fresh food online, reflecting consumers’ growing interests in imported food or specialty food from other areas. Consumers are more likely to shop online for fresh food if they perceive online shopping as having a price advantage. But consumers who view price as a top factor are less likely to buy fresh food online frequently. Thus competitive prices might be a motive for online fresh food shopping, but consumers concerned about price do not necessarily shop frequently. Negative perceptions of product freshness reduce consumers’ likelihood and frequency of shopping for fresh food online. Concerns on food quality and e-vendors’ credibility prevent consumers from frequently shopping for fresh food online. Social and demographic characteristics also influence consumers’ decisions.

Originality/value

This paper provides a better understanding of consumer’s online grocery shopping preferences and sheds light on policy and regulation design and implementation in the e-commerce industry, which will ultimately protect and benefit consumers.

Details

China Agricultural Economic Review, vol. 12 no. 2
Type: Research Article
ISSN: 1756-137X

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Article

Hong-Youl Ha and Philip J. Kitchen

This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter…

Abstract

Purpose

This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to research on customer satisfaction theory, which shows that satisfaction directly affects loyalty, the authors show that when shopping between mobile and offline platforms, customers differently evaluate loyalty compared to the traditional satisfaction and loyalty approach. Also, customers differently evaluate three types of service quality from online to offline (O2O) platforms and response dynamically to firm satisfaction and loyalty.

Design/methodology/approach

This study tests temporal, carryover and crossover effects using longitudinal data sets.

Findings

From crossover loyalty shifts, the findings show that the relationship between offline provider satisfaction (OS) and mobile provider loyalty (ML) during consumption periods is consistently significant with similar impact. However, mobile provider satisfaction (MS) during the same periods does not impact offline provider loyalty (OL) in the same manner, but differs considerably in terms of pattern of influence. Specifically, the findings show that this crossover effect increases over time even though statistical impact is insignificant. Thus, the carryover loyalty shift has a positive impact when it originally occurs in the offline platform but differs significantly when it originates via the mobile platform. Practical implications – this study offers valuable guidance to managers on how O2O platform-centric firms try to enhance satisfaction with consumption system that links to three types of service quality and loyalty.

Research limitations/implications

This study offers valuable insights into offline and ML. This is seen, however, as an experimental study and further research using the same method would enable cross-cultural comparators.

Practical implications

Insights can be drawn from the findings, enabling comparisons relative to service quality-satisfaction-loyalty linkage across dual platforms. The idea of evolution and progression over time is particular pertinent to business practice assuming data sets are gathered, maintained and analyzed.

Originality/value

Insights can be used from the research findings, including but not limited to comparing the service quality-satisfaction-loyalty linkage across dual platforms and providing firms with an explanation of temporal evolution.

Details

European Journal of Marketing, vol. 54 no. 6
Type: Research Article
ISSN: 0309-0566

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Article

Shu-Hao Chang, Wen-Hai Chih, Dah-Kwei Liou and Yu-Ting Yang

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase…

Abstract

Purpose

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform.

Design/methodology/approach

This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model.

Findings

The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators between motivations/flow and perceived satisfaction/purchase intention.

Research limitations/implications

Both of intrinsic motivation and extrinsic motivation can reflect the cognitive and conscious plan of an individual for a particular task. The cognitive trust and perceived risk are partial mediator and full mediator in the model, respectively. Hedonic value, utilitarian value, security, privacy, and flow all affect the individual’s perceived satisfaction and purchase intention through cognitive trust and perceived risk in the context of online shopping. Cognitive trust is a full mediator of the effects of privacy on purchase intention. It indicates that consumers must fully trust the website to ensure that the information provided by consumers in the transaction will not spread out for the protection of personal privacy.

Practical implications

This study aimed to assist the marketing personnel of the EC industry to examine the key influential factors of consumers’ purchase satisfactions and purchase intentions. The results of this study indicated that cognitive trust is the foundation for gaining and retaining customers. The classification of consumer motivations facilitates the understanding of consumers’ demands and accurate interpretation of consumers’ needs. The main influential factor of cognitive trust is utilitarian value. Therefore, this study states that the primary intrinsic motivation of online shopping for most consumers is utilitarian value (e.g. saving time, the cost of searching for the appropriate products, and increasing purchasing efficiency).

Social implications

Websites should strengthen the quality and quantity of product information. In addition, websites should provide a dynamic presentation of the product by presenting in various forms (multimedia and text description) about product-related information in order to increase consumers’ hedonic value. For the aspects of security and privacy, websites should provide consumers with reliable safety features, such as secure socket layer or digital signature, smooth communication channel (specific phone services and e-mail address), and consumer’s privacy statements. Finally, web design should meet with the consumer experience model in order to make the website easy to use and order the purchase from the website directly. Websites should also increase the fluency and positive experience of consumers and improve the interaction of a website. Meanwhile, websites need to feedback the consumer problem instantly and provide customized information in order to increase the chance of interaction between the consumers and the website.

Originality/value

Relevant studies have explored online shopping from various perspectives, but few studies have examined consumers’ cognitive attitudes toward websites from the consumer motivation perspective. Thus, this study focussed on the influences of consumers’ intrinsic and extrinsic motivations (e.g. hedonic value, utilitarian value, security, and privacy) on their cognitive attitudes toward websites. In addition, with the rapid development of the internet in recent years, internet users’ online flow experiences have gained increased attention. The creation of attractive consumption conditions is vital for website managers to provide consumers with flow experiences. Therefore, this study included consumers’ flow in the proposed model.

Details

Information Technology & People, vol. 29 no. 3
Type: Research Article
ISSN: 0959-3845

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Article

Rituparna Basu and Neena Sondhi

This exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format.

Abstract

Purpose

This exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format.

Design/methodology/approach

A binary logit analysis is used to build a predictive model to assess the likelihood of the premium brand consumer seeking an online or an offline platform. Demographic and usage-based profile of the two set of consumers is established through a chi-square analysis.

Findings

Three hundred and forty six urban consumers of premium branded apparels residing in two Indian Metros were studied. A predictive model with 89.6% accuracy was validated for distinguishing premium brand buyers who shop at brick-and-mortar store or online platforms. Quality and finish were factors sought by the online buyer, whereas autotelic need, pleasurable shopping experience and social approval were important triggers for an in-store purchase.

Research limitations/implications

The study posits divergent demographics and motivational drivers that led to an online vs offline purchase. Though interesting and directional, the study results need to be examined across geographies and categories for establishing the generalizability of the findings.

Practical implications

The study findings indicate that premium brand manufacturers can devise an omni-channel strategy that is largely tilted toward the online platform, as the quality conscious and brand aware consumer is confident and thus open to an online purchase. The implication for the physical outlet on the other hand is to ensure exclusive store atmospherics and knowledgeable but non-intrusive sales personnel.

Originality/value

The study is unique as it successfully builds a predictive model to forecast online vs offline purchase decisions among urban millennials.

Details

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

Keywords

Content available
Article

Francesca De Canio, Maria Fuentes-Blasco and Elisa Martinelli

The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping

Abstract

Purpose

The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path.

Design/methodology/approach

The empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers.

Findings

Findings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path.

Originality/value

The novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

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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Article

Yunfan Lu, Chengqi Guo, Yaobin Lu and Sumeet Gupta

This paper aims to examine and highlight the influence of perceived restrictiveness on online communication, and in relation, the reduction of uncertainty in purchasing decisions.

Abstract

Purpose

This paper aims to examine and highlight the influence of perceived restrictiveness on online communication, and in relation, the reduction of uncertainty in purchasing decisions.

Design/methodology/approach

By testing statistical associations between such variables as uncertainty, perceived restrictiveness and online communications, the authors are to establish the prevalence of a phenomenon with quantitative methods that collect survey data from more than 500 real customers of a popular Chinese e-commerce site – Taobao.com.

Findings

The findings show that the perceived restrictiveness of a shopping website has a significantly role in motivating individuals to engage with each other by initiating online communication that leads to information acquirement and exchange. In addition, online communication that takes place between buyers and sellers, or among buyers, is found to be an important factor in the process of making purchasing decisions by customers.

Originality/value

This paper adds significance to the extant academic literature as well as assists the appropriate e-commerce vendors in assessing the determinants of customer’s purchasing behavior in the context where online shopping platforms do not support buyers’ desired decision options. It further reconciles and supplements the findings of the previous e-commerce-related studies that focus on the website characteristics only without bringing in the role of customer’s perceived restrictiveness.

Details

Nankai Business Review International, vol. 9 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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