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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.

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.

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 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 different dimensions of the online engagement behaviors exhibited by omnichannel shoppers, who mainly rely on the online channel for information search, are still understudied. This study aims to investigate how service journey quality (SJQ) has an impact on the overall omnichannel customer experience leading to customer identification (CI) with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions.

The research is cross-sectional, quantitative and descriptive. Purposive sampling was used to choose the research's participants. Data were collected from 591 Indian omnichannel customers who had previously made an omnichannel purchase that included the concurrent usage of various channels of a retailer using a verified self-administered survey. Using the Smart PLS 4.0 software, the proposed conceptual model has been evaluated.

The results indicate that omnichannel customer experience mediates the relationship between SJQ and CI with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions). The perceived customer gratitude toward the store significantly and positively moderated the direct relationship between SJQ and different online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions).

The study relied upon the omnichannel shoppers of only Indian population and relied on a cross-sectional data collection procedure for this research.

Post-pandemic, with highly dynamic shifts in customer preferences, the need for channel-agnostic shopping leading to the unpredictability of purchase patterns has made SJQ the only dimension to achieve sustainable loyalty intentions through value co-creation in an omnichannel retail context. Emphasizing post-purchase behaviors like different online engagement behaviors (writing online reviews, blogging, rating products and services online and indulging in customer-to-customer online interactions), this study is the first to show that SJQ might affect four different online customer engagement behaviors through omnichannel shopping experience and CI with the store. The moderating effect of customer-perceived gratitude toward the retailer on a few proposed hypotheses was also tested to give managerial recommendations. The study also answers the call to investigate the moderating role of customer gratitude in determining service quality-driven engagement behaviors.

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.

Building on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).

The results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.

The study is carried out on the Indian population, where omnichannel retailing is still nascent.

This study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.

COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour and retailers' responses has been studied in detail through multiple lenses. Now that the effect of COVID-19 is abating, there is a need to consolidate the learnings during the lifecycle of COVID-19 and set the agenda for research post-COVID-19.

Scopus database was searched to cull out academic papers published between March 2020 and June 6, 2022, using keywords; shopping behaviour, retailing, consumer behaviour, and retail channel choice along with COVID-19 (171 journals, 357 articles). Bibliometric analysis followed by selective content analysis was conducted.

COVID-19 was a black swan event that impacted consumers' psychology, leading to reversible and irreversible changes in retail consumer behaviour worldwide. Research on changes in consumer behaviour and consumption patterns has been mapped to the different stages of the COVID-19 lifecycle. Relevant research questions and potential theoretical lenses have been proposed for further studies.

This paper collates, classifies and organizes the extant research in retail from the onset of the COVID-19 pandemic. It identifies three retail consumption themes: short-term, long-term reversible and long-term irreversible changes. Research agenda related to the retailer and consumer behaviour is identified; for each of the three categories, facilitating the extraction of pertinent research questions for post-COVID-19 studies.

This research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases.

This paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise.

Sustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior.

SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalty. Social enterprise practitioners and marketers should deploy organizational capabilities and resources in key performing areas such as communication, customer service or shopping experience, with the purpose of maximizing the happiness of ethical consumers with whom the firm is interacting for the first time.

This research highlights the importance of the social enterprise in the commercial setting, since it has been proven that purchases in these companies generate happiness and satisfaction in consumers. In addition, satisfaction has a great impact on their loyalty, which is a direct advantage for this type of company and an indirect one for society as a whole.