Search results

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.

Data were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.

The results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.

First, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.

First, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.

This study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process.

Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.

The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.

Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships.

This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses.

This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages.

Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country.

This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience.

This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.

There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.

This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.

The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.

The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.

Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or marketed for their biological sex.

Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experiences.

The findings defined the model of cross-sexual shopping behaviour in cisgender women with the following: (1) two pre-purchase schemes, i.e. fashioned gender schema and nonconformity motivation; (2) one pivotal and main purchase factor, i.e. time invested in the experience itself; and (3) two post-purchase schemes, i.e. use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers.

Unisex fashion (or degendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring regendered fashion (i.e. going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.

The purpose of this paper is to develop a systematic literature review on the sunk cost effect from consumers’ perspectives. By applying a comprehensive approach, this paper aims to synthesise and discuss the impact of financial and behavioural sunk costs on consumers’ decisions, judgements and behaviour before and after purchasing. This study also identifies potential research avenues to inspire further studies.

Following a search in the Scopus and Web of Science databases, a systematic literature review was conducted by identifying and analysing 56 peer-reviewed articles published between 1985 and 2022 (November). Descriptive and content analysis was implemented based on the selected papers to examine and synthesise the effect of sunk costs on consumers’ choices, evaluations and actions in a comprehensive approach; uncover research gaps; and recommend paths for future research.

The research results found in the literature are discussed according to five related themes: factors affecting the sunk cost effect; the impact of past investments on purchasing decisions; consumers’ post-purchasing evaluation, behaviour and choices; the mental amortisation of price; and the sunk cost effect on loyalty and switching.

The originality of this study lies in the comprehensive approach to the sunk cost effect from consumers’ perspectives. This review paper synthesises and discusses the research results found in the literature related to financial and behavioural sunk costs that can influence consumers’ decisions, judgements and behaviour before and after paying for a good or service.

The impact of the sharing economy on traditional businesses has largely been analysed from both company and consumer perspectives. In the case of the latter, scholars have produced a rich field of research into different aspects of consumer behaviour and the way it is reshaped in these alternative consumption patterns. This study aims to provide a systematization of these studies and to develop a model for consumer behaviour in the sharing economy.

Following a three-step approach, a systematic literature review has been performed to analyse and classify 108 scientific papers about consumer behaviour in the sharing economy.

Four main research topics came up from the analysis: sharing approach, consumption pattern, post-purchase behaviour and sustainability. Basing on these clusters, the double-loop model of consumer behaviour in the sharing economy is presented and discussed.

The research allows to provide scholars and practitioners with the state of the art on consumer behaviour in sharing economy and to draft future research avenues to orient research and practice in the field.

Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB.

A proposed model of IB is tested using a mall intercept survey.

The findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not.

Future research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes.

By tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD.

By exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.

This study aims to provide an insight into research related to Muslim travellers in the past 42 years.

Using 342 articles collected from the Scopus database from 1981 to 2023, this study adopted the Bibliometrix in RStudio package and Biblioshiny Web application to analyse the research on Muslim travellers in two main categories: overview and intellectual structures.

The first publication related to Muslim travellers occurred in 1981 and number of publications remained few in the first three decades. Starting 2015, publications on Muslim travellers experienced a growing development of discussions and publications. Four prominent research clusters were identified: “halal tourism”, “hajj”, “Islamic tourism” and “tourist post-purchase”. Themes within the research on Muslim travellers have evolved from the “pilgrimage” to “Islamic tourism” theme. Then, the “Islamic tourism” theme has been expanded to a variety of topics that were primarily relevant to Muslim tourist behaviour. Themes related to “climate change” and “Syria” have been identified as the niche themes that need further study.

Scopus database is regularly updated as the number of papers and journals may increase or decrease from time to time. This may impact on the fluctuation of the theme analysis from the article search at that time.

This study reviews publications related to Muslim travellers over the past four decades. Accordingly, it can aid interested researchers and stakeholders in gaining a more thorough understanding of Muslim traveller research.