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Article
Publication date: 30 September 2021

Muhammad Shehzad Hanif, Min Wang, Muhammad Usman Mumtaz, Zeeshan Ahmed and Waqas Zaki

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady…

Abstract

Purpose

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.

Design/methodology/approach

The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.

Findings

This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.

Research limitations/implications

The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

Practical implications

The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

Originality/value

This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 23 September 2021

Marie Schill and Delphine Godefroit-Winkel

Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility…

Abstract

Purpose

Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall.

Design/methodology/approach

Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses.

Findings

The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes.

Research limitations/implications

This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions.

Practical implications

This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes.

Originality/value

This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 23 September 2021

Satish Rupraoji Billewar, Karuna Jadhav, V.P. Sriram, Dr. A. Arun, Sikandar Mohd Abdul, Kamal Gulati and Dr Narinder Kumar Kumar Bhasin

The COVID-19 virus outbreak began in December 2019 and rapidly spread to every continent on Earth. The analysts have predicted that COVID-19 and other similar pandemics…

Abstract

Purpose

The COVID-19 virus outbreak began in December 2019 and rapidly spread to every continent on Earth. The analysts have predicted that COVID-19 and other similar pandemics will continue in the coming decade and badly affect offline businesses. As a result, the offline platform is also shifting to the online platform and online demands are increasing daily. The traditional two-dimensional E-Commerce websites are designed to provide simple, browser-based interfaces to allow users to access available products and services. Whilst virtual representations are an essential consideration in establishing trust, most virtual representation sites fall short in mimicking real-life human representation. This paper aims to focus on three-dimensional (3D) E-Commerce technology that presents how virtual reality (VR) and augmented reality (AR) can help deal with limitations and improve E-Commerce operations. It is built as an internet-only tool, a person-centred shopping assistant created following user-centred design principles to be used on various computing platforms, including desktop and mobile devices. The paper shows how VR and AR can offer more precise product information in 3D E-Commerce environments. The virtual store experience is also enhanced by an AR assistant that helps the users by giving them all the required information in audio form or using its avatar.

Design/methodology/approach

Implementation of VR and AR in E-Commerce will increase customer satisfaction. Sub hypothesis – to study the implementation of VR in E-Commerce. To study the implementation of AR in E-Commerce. To study the inclusion of E-Commerce sites in an open-world game. To study the customer satisfaction of users using VR stores.

Findings

The scope of work is concentrated on the urban Indian market especially targeting the country’s youth who are already or ready to indulge in VR such as video games, cinema and other activities (Mattsson and Barkman, 2019). This demography is more open to learning and using VR. The primary segment of E-Commerce that we are concentrating upon is fashion. Here, the regular user needs to have more immersed knowledge about the product rather than just the written information like how would they look in a dress or will the size available on the website fit me or not.

Originality/value

A perfect system does not exist in the world. A terrible disease has landed on the planet. Very soon, it will be impossible to escape from this current situation. The effects of this plague have been felt in every sector of the world. The researchers also claim that physical stores will continue to exist. There will never be anything that replaces the ability to hold and use products or have personal face-to-face interactions with retail professionals. For the time being, brick-and-mortar retail is having a difficult time, but immersive technology is starting to be used to enhance the in-store experience. The good news is that this should help retailers increase their chances of survival. However, the melody of 3D E-Commerce is it would help out the in-store experience.

Details

World Journal of Engineering, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1708-5284

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Article
Publication date: 16 September 2021

Mahima Shukla, Vranda Jain and Richa Misra

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and…

Abstract

Purpose

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.

Design/methodology/approach

The paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.

Findings

Perceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.

Practical implications

The study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.

Originality/value

Despite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 14 September 2021

Lee-Andra Bruwer, Nkosivile Welcome Madinga and Nqobile Bundwini

The purpose of this paper is to determine the key factors influencing the adoption of grocery shopping and to examine the moderating effect of education between…

Abstract

Purpose

The purpose of this paper is to determine the key factors influencing the adoption of grocery shopping and to examine the moderating effect of education between antecedents of the adoption of grocery shopping apps and user attitude and intention to purchase.

Design/methodology/approach

This study adopted partial least squares structural equation modeling (PLS-SEM) to evaluate the relationship between the latent variables: perceived usefulness, perceived ease of use, attitude and intention to use grocery shopping apps. Partial least squares multigroup analysis (PLS-MGA) was used to examine the moderating effect of education. A total of 305 grocery shopping apps users were surveyed using a structural questionnaire.

Findings

The results indicated that all the factors considered in the framework were significant in predicting the intention to use the grocery shopping apps. The findings show that education has no significant impact on any relationship.

Practical implications

A better understanding of the factors that affect the acceptance of mobile grocery shopping apps is important for developing better strategic management plans.

Originality/value

This is one of the first studies to research the adoption of grocery shopping apps in a developing country, as well as the first to focus on consumers in South Africa.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 10 September 2021

Dora Appiadu, Mercy Kuma-Kpobee and Efua Vandyck

The purpose of the study was to identify the apparel shopping styles of Ghanaian female young adults and to assess the applicability of the consumer styles inventory (CSI…

Abstract

Purpose

The purpose of the study was to identify the apparel shopping styles of Ghanaian female young adults and to assess the applicability of the consumer styles inventory (CSI) within the Ghanaian context.

Design/methodology/approach

A multistage random sampling technique was used to select 405 Ghanaian female undergraduate students aged 18–25 years from the University of Ghana. The CSI was used to collect data and these were analyzed using principal component analysis.

Findings

The results showed that the subjects adopted multiple shopping styles when scouting for stores and selecting apparel for managing their appearance. Seven of the CSI dimensions were confirmed (perfectionism, brand consciousness, novelty-fashion consciousness, confused by over-choice, impulsive carelessness, recreational hedonism and habitual brand loyalty). A new shopping style, indifference shopping orientation was identified.

Practical implications

Market segmentation, product development and marketing strategies should be tailored to the shopping styles of female young consumers in Ghana.

Originality/value

This study, for the first time, uses the consumer characteristic approach and the CSI to identify the apparel decision-making styles of young adult female Ghanaians. This fulfils the need for the study of shopping styles, which is vital for producers and marketers to enable them to make informed decisions to meet specific needs and expectations of these cohorts of consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 13 September 2021

Yonathan Silvain Roten and Régine Vanheems

Increasingly, consumers shopping online are not doing so alone. This paper aims to identify motivations for and barriers to shopping together with relatives or friends on…

Abstract

Purpose

Increasingly, consumers shopping online are not doing so alone. This paper aims to identify motivations for and barriers to shopping together with relatives or friends on the same screen.

Design/methodology/approach

This study proposes an interdisciplinary theoretical framework investigating “sharing” and related commercial practices. It adopts an exploratory qualitative methodology as the phenomenon of screen sharing has not been widely investigated in prior consumer behavior literature.

Findings

Social and utilitarian motives elicit joint shopping in stores and collaborative consumption. This study reveals a third motive, related to the need for control, that drives shopping on the same screen. Screen sharing can increase efficiency, social bonds and control, due to the transparent presentation of information on the screen, but it also can cause inefficiency, social tension and struggle for control over the device.

Research limitations/implications

Screen-sharing motives reflect different logics for sharing: distribution (use with), communication (discuss with) and collaboration (control with). Defining further antecedents and consequences of joint shopping on the same screen represents relevant goals for further research.

Practical implications

By adapting their online platforms, brands can provide more agreeable, efficient and empowering experiences to screen-sharing shoppers, and thus gain competitive advantages.

Originality/value

Marketers generally assume online shoppers are alone at their screens, but in practice, many of them are often browsing together. Especially for families confined together at home, shopping together online constitutes a common practice.

Details

Journal of Consumer Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 10 August 2021

Jennifer JooYeon Lee and Zecong Ma

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline…

Abstract

Purpose

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O) diagnosis-and-cure services platforms and (2) to examine how consumer request-specific factors and service quote-specific factors influence consumer decisions in the interactive marketing context.

Design/methodology/approach

The study analyzes a dataset of 17,878 service requests and 57,867 price quotes obtained from an O2O platform bridging consumers and automotive repair shops. On the platform, consumers request service quotes by uploading the description of automotive damage and multiple service providers suggest price quotes. The authors formulated a logit model to examine consumer decisions of responding service quotes.

Findings

This paper finds that (1) consumers receiving more severe diagnostic results are more likely to respond to the price quotes, and (2) diagnostic severity and inconsistency moderate the impacts of geographic distance, shop size, and quote price on consumers' responses to the service quotes.

Research limitations/implications

This paper fills the gap in the literature by advancing the consumer decision processing model to address the interactive shopping experience on O2O diagnosis-and-cure services platforms. The findings are limited by the data and the research context.

Practical implications

For marketing practitioners, the empirical results imply specific positioning and targeting strategies for markets with informational and geographic barriers to expand the market scope and customer base.

Originality/value

The present work is the first to examine the consumer decision process on O2O diagnosis-and-cure service platforms. It adds value to the literature by investigating how consumers update their problem awareness through the service request-specific factors (i.e. diagnostic severity and diagnostic inconsistency) and how the request-specific factors moderate the impacts of the quote-specific factors (i.e. shop distance, shop size and quote price) on consumers' responses to price quote. The conceptual model and empirical findings provide theoretical and practical values for e-commerce researchers and practitioners.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 10 August 2021

Miaojia Lu, Ran Wang and Peiyang Li

Online fresh food shopping has become increasingly popular in recent years, especially during the COVID-19 crisis. Online fresh food shopping provides consumers with an…

Abstract

Purpose

Online fresh food shopping has become increasingly popular in recent years, especially during the COVID-19 crisis. Online fresh food shopping provides consumers with an alternative to shopping in a traditional market, while also enabling procurement of such goods at a reduced risk of infection. The purpose of this study is to investigate whether online fresh food shopping behaviors change during public health emergency periods.

Design/methodology/approach

The data were collected through a web-based survey (508 respondents in China). Descriptive analysis, ordinal logistic regression analysis, and the Apriori algorithm were employed to explore what characteristics influence purchase frequency as well as food and delivery time preferences among different customer groups.

Findings

Based on the survey data, this study found that purchase frequency grew 71.2% during the COVID-19 crisis. City type and online shopping frequency of respondents are positively correlated with purchase frequency in normal and COVID-19 crisis periods. Number of daily hours worked by respondents only showed a significant impact for the normal period. People perceiving the risk of infection from going out are more willing to purchase fresh food online.

Originality/value

This is the first study to explore and compare online fresh food shopping behaviors during normal and COVID-19 crisis periods with a sample from China. The findings indicate a key role that online fresh food shopping can perform during a crisis and contribute to our understanding of fresh food online shopping behaviors during other possible public health emergency scenarios.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 31 August 2021

Nikunj Kumar Jain, Dimple Kaul and Priyavrat Sanyal

Existing studies examine the effect of mobile service quality (M-S-QUAL) on shoppers' intent to continue mobile shopping using various theoretical lenses to understand its…

Abstract

Purpose

Existing studies examine the effect of mobile service quality (M-S-QUAL) on shoppers' intent to continue mobile shopping using various theoretical lenses to understand its underlying factors. However, there is limited research focusing on combining theories to integrate the understanding of the factors that contribute to continuance intention of customers towards mobile shopping. This study integrated M-S-QUAL, the technology adoption model (TAM) and technology continuance theory (TCT) to test our proposed conceptual model of mobile shopping use

Design/methodology/approach

Empirical data from a survey of 193 respondents who frequently make purchases using mobile and its applications were analysed using partial least squares based on structural equation modelling (PLS-SEM).

Findings

This study found that M-S-QUAL and perceived usefulness (PU) positively influence shopping satisfaction and CI. PU and innovativeness, positively affect shopping satisfaction and CI. The study also found support for the mediating effect of satisfaction between M-S-QUAL and PU with CI.

Research limitations/implications

This study contributes to TCT by incorporating pre-purchase and post-purchase dimensions for mobile shopping through applications. Pre-purchase variables include technology-related and innovativeness-related features. In contrast, post-purchase variables include the service quality of forward and reverse logistics.

Practical implications

The service providers should focus on technology and innovativeness to increase the continuing intent of shoppers through mobile applications.

Originality/value

This study validates fulfilment, responsiveness and contact as key determinants of service quality in mobile shopping. It also identifies the practical implications to the managers for improving service quality, innovativeness and the PU of mobile shopping to retain customers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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