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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.

In the complex environments of online personalization, multiple factors have been considered to explain consumers’ online behaviour, but largely without considering the role of specific configurations of variables and how they may affect consumer behaviour. This study aims to show how trust towards online vendors, privacy, emotions and experience combine to predict consumers’ purchase intentions.

Building on complexity theory, a conceptual model followed by research propositions is presented. The propositions are empirically validated through configurational analysis, using fuzzy-set qualitative comparative analysis (fsQCA) on 182 customers with experience in personalized online shopping. Predictive validity analysis is also performed.

Five solutions of trust, privacy, emotions and experience increase intention to purchase, and six solutions inhibit it. The findings verify the importance of trust and happiness in successful personalized online shopping. Their absence inhibits purchase intentions. Also, high experience may help to overcome low trust or negative emotions, whereas low experience requires the combination of high trust and happiness. None of the examined factors are indispensable to explain purchase intentions.

The study uses fsQCA, differentiating from traditional studies in the area that use variance-based methods and identifies multiple solutions explaining the same outcome. The proposed approach contributes to theory development in the field.

The multiple solutions lead to new ways on how companies may approach their customers, as each one covers a specific part of the sample, adding to the fact that in personalized marketing there is not one single optimal solution explaining customer purchase intentions.

This study contributes by extending existing knowledge on how trust, privacy, emotions and experience combine to increase or mitigate intention to purchase towards the development of new emotion-centric theories and the design and provision of personalized services and presenting a step-by-step methodological approach for how to apply fsQCA in e-commerce studies.

Service scholars have questioned the usefulness of the concept of tangibility/intangibility as a characteristic of services for two reasons: first, it is ambiguous and does not differentiate between services and goods; and second, because all offerings, despite their characteristics, render service to customers. Consequently, scholars have suggested discarding the concept altogether. The purpose of this paper is to subject the concept to critical evaluation and argue that tangibility/intangibility is useful, because it influences consumers' experiences with offerings. In this paper, the authors argue that it is necessary to re‐conceptualise tangibility/intangibility to overcome the previous critique.

The authors draw upon empirical research from the service marketing and psychology literature in order to advance knowledge on the nature of tangibility/intangibility and its influence on the formation of consumer experiences.

It is proposed that tangibility/intangibility should be investigated from a consumer perspective, rather than an inherent characteristic in offerings. Also, it is shown that the concept is relevant for understanding consumer experience formation at different stages of the purchase process.

The paper provides propositions on the conceptualization of tangibility/intangibility and its relationship with pre‐, ongoing use and post‐purchase consumer experiences. The authors call for caution in dismissing tangibility/intangibility as a concept in the service marketing literature.

The purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types of user experience are considered: information experience, entertainment experience and parasocial-relationship-based experience.

This study collected 458 valid questionnaires from TikTok users, employing the structural equation modeling approach to examine the proposed research model.

Information experience, entertainment experience and parasocial-relationship-based experience are found to critically stimulate user commitment to the influencer and commitment to the platform, in turn driving TikTok-based purchase intention. Tests incorporating customer type reveal that commitment to the influencer more strongly influences the purchase intention of repeat customers, with commitment to the platform more likely to stimulate purchase intention among potential customers.

On a theoretical level, the paper is among the first to examine TikTok-based user purchase intention with customer type as a moderator. On a practical level, the results can guide marketers to effectively promote products using TikTok and inspire TikTok managers to develop customized strategies to stimulate initial and repeat sales.

TikTok is moving to the stage of commercialization and monetization by introducing e-commerce features. Although this move should cultivate particularly fertile ground for companies to sell products, TikTok user purchase behavior has yet to receive sufficient research attention, with little currently known about their purchase motivations. The current study uncovers the significant antecedents of users' purchase intention through TikTok, and further reveals the motivational differences among potential and repeat customers.

Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

The usage of augmented reality (AR) in online shopping websites provides a “try-on” experience for consumers. AR technology combines the virtual and real world. Previous studies have addressed AR usage’s benefits to consumers’ online shopping experience. However, this study aims to explore the dark side of AR usage in consumers’ online purchasing process.

The authors conduct six experiments to examine whether AR usage leads to adverse effects on consumers’ purchase intention and explain the mechanism of its dark side.

The result shows that AR usage in online shopping websites reduces consumers’ purchase intention. The authors further reveal that the usage of AR leads to more vital psychological ownership of the product, and psychological ownership positively relates to cognitive conflict. Cognitive conflict explains the negative influence of AR usage on purchase intention.

First, to the best of the authors’ knowledge, this is the first study to explore the impact of embedded AR function of websites on consumers’ decision-making process. Also, it is the first study on the application of AR in a real shopping scene, which makes the study of AR close to reality. Second, psychological ownership is introduced in this study. Although there are many types of research on psychological ownership, few scholars have explored it in AR research. Third, most studies stress the advantages of using AR during purchase; this research demonstrates that embedding AR function in a shopping website may negatively affect purchase intention.

The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions.

An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships.

The results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase.

This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience.

There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated.

Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers.

A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18-31. Subsequently, the two-step structural equation modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation.

The statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI.

The paper suggests that future research consider multicultural analysis, atmosphere design, developing internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed.

By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realize the implications of examining their target population/market based on an assessment of different antecedents.

This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, the paper empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre-purchase user attitudes (including TRT, PC, IL) and post-purchase users attitudes (including SAT) in forming ORI simultaneously.

The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping experience on perceived risk and purchase intention.

The experiment was 2 (brand familiarity)×2 (information availability) factorial design and 166 students participated in this study.

Multivariate and univariate analyses found a significant effect of brand familiarity and previous experience on perceived risk and purchase intention, and no effect of amount of information on perceived risk and purchase intention.

Participants may not have carefully considered the product information because the experiment was not an actual purchase situation, although a scenario was given. In future studies, creating an actual purchase situation may be necessary to investigate the effect of the amount of information available on the web sites on perceived risk and decision making.

The present study suggests that internet retailers should capitalize on the power of their brand names. Multi‐channel retailers may be able to derive significant advantages from brand familiarity among their customers.

This study has added to the in‐home shopping literature by extending findings of previous research to internet shopping. Findings suggest that internal information, specifically familiarity with brands offered online and previous experience of shopping online, influence perceptions of risk associated with shopping online, as well as intentions to purchase online.

Purchasing on the internet has unique features that make it different from the traditional shopping process, particularly with regard to its social context. This study seeks to investigate the relationship between past online purchases and purchasing intentions, representing the social context by the notions of social presence and trust.

A sample of 115 working MBA students purchased an item online (but were stopped at the stage of paying), and then completed a questionnaire on social presence and trust.

The results show that past purchasing predicts intentions to purchase and that trust and social presence act as partial mediators.

Social context is important for understanding how past behavior affects future purchasing. Designs should therefore enhance social presence and trust. Moreover, it may be beneficial to monitor these mediators to detect potential problems.

The study demonstrates the important role of social context in online shopping. In particular, the mediation of trust and social presence between past and future purchasing is determined.