Search results

Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.

The study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.

Data collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.

The study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens often do some shopping in autonomy and represent an important financial power, the purpose of this paper is to fill the lack of studies concerning adolescent consumers impulse shopping behaviours. This paper investigates the relationships between the positive (prestige sensitivity, price quality schema) and the negative (price consciousness, value consciousness, price mavenism, sales proneness) role of price in teens’ impulse buyings.

The test of the hypotheses has been achieved on a sample of 325 French teens (age between 14 and 18) using MANOVA. Previously, respondents were split in two groups which are impulsive buyers and non-impulsive buyers.

Findings show clearly differences between teens’ impulsive buyings and teens’ non-impulsive buyings. Teens’ as impulsive buyers possess more prestige sensitivity, price-quality schema, price mavenism, sale proneness and less price consciousness and value consciousness than non-impulsive buyers. Moreover, females adolescents are more inclined to be impulsive buyers than males adolescents.

Not only it is one of the rare studies that investigates on teens’ impulsive buying but above all, it is the only study that takes into consideration the role of price perception, while a price has to be paid in order to buy.

This paper aims to examine the impact of hotel discount strategies on consumers’ emotional and behavioral responses in the presence of differential levels of involvement in discount acquisition.

Discount strategies and the high- and low-involvement variables were fully cross-examined, yielding a 2 × 2 factorial quasi experimental design. In all, 120 surveys were collected, and multivariate analysis of variance was used for data analysis.

The results suggest that fenced discounts that require consumers to accept restrictions to receive a discount generated more positive emotion and stronger behavioral intention. Moreover, an interaction effect was found between consumer’s involvement and discounts on emotional and behavioral responses toward discount-acquiring experience. Highly involved consumers resulted in more positive emotional and stronger behavioral responses (e.g. pride, gratitude, word-of-mouth and retention) from obtaining a fenced discount that requires consumers’ efforts or sacrifices. On contrary, consumers with low involvement tend to appreciate more of a fixed discount given to anyone without restrictions.

Hotels should implement a fenced discount when they design discounts targeting at high-involvement consumers. For low-involvement consumers, a fixed discount appears to generate more positive emotion and stronger behavioral intention.

The study enhances the theoretical understanding of consumers’ emotional and behavioral responses toward discount-acquiring experience with different levels of involvement.

The expanded use of mobile devices for shopping has made mobile showrooming a frequent practice among omnichannel shoppers. This paper aims to shed light on the role of mobile dependency and uncertainty reduction strategies together with the motivation of getting the best value for money in showrooming behaviours and user-generated content (UGC) creation.

Data were collected by means of a questionnaire answered by 659 shoppers in two product categories: clothing and consumer electronics. The research model was tested through partial least squares.

The results suggest that mobile showrooming attitude is positively affected by mobile dependency, value consciousness and need for touch, and negatively by perceived risk of mobile shopping. The results also reveal how UGC is created by showroomers and suggest this behaviour is linked to mobile dependency in the clothing category.

All the individuals in the sample had some experience in showrooming, which could affect the results regarding showrooming attitude and intentions. Future research should consider the role of experience and also validate the results across a larger number of product categories.

Mobile showrooming is a challenge for multichannel retailers. This paper reveals certain ways in which multichannel retailers could deal with showroomers as potential customers.

This study is the first to analyse the role of mobile dependency in showrooming and the chain of effects towards mobile showrooming attitude, behaviour and UGC creation in two different product categories.

This study examines the effect of five price perception dimensions (price consciousness, price mavenism, sale proneness, price-quality schema, and prestige sensitivity) on consumer's perceived value (acquisition value, and transaction value), and how perceived value affects consumers' behavioral intentions (purchase intentions, and intentions to recommend). It also examines the moderation role of face consciousness.

A quantitative research methodology using online survey technique is employed to collect cross-cultural data from respondents from China (n = 371) and Egypt (n = 384). Structural equation model (SEM) via SmartPLS v.3.2.9 is conducted to analyze data.

The results show that consumers’ behavioral intentions toward suboptimal fresh produce are positively affected by both dimensions of perceived value. As well as, perceived value is influenced by different price perception dimensions. Moreover, face consciousness partially moderates the relationship between perceived value and behavioral intentions.

To best of the authors’ knowledge, it is the first study to associate price perception dimensions with purchase value dimensions in the context of suboptimal products. It also contributes to utility and purchase value theory by employing the distinct measures of both perceived acquisition value and transaction value, to enable us to obtain a better understanding of the whole picture of perceived value. In addition, it contributes to regulatory focus theory through the inclusion of face consciousness in the purchase value model. Moreover, up to the researchers' knowledge, prior investigation on these issues in Egypt and China as a cross-cultural research does not exist.

This study aims to identify consumer segments among luxe-bargain shoppers using a fuzzy clustering method based on psychographic variables related to both luxury consumption and bargain processes and profiles the identified segments in behavioral tendencies.

The sample consists of 500 consumers who purchased a luxury brand at a bargain. The analyses involve running a confirmatory factor analysis, a fuzzy clustering analysis based on psychographic variables, and ANOVA for profiling the segments.

A fuzzy clustering analysis identifies four distinct segments: deal hunters, sale-prone shoppers, active luxe-bargain shoppers, and royal shoppers. Each consumer segment exhibits differences in consumer characteristics, demographics, and behavioral tendencies. The study provides insight into varied luxury consumers.

In an effort to fill the gap between traditional framework in luxury research and today ' s luxury market that provides accessibility of luxury items at lower price points to mass consumers, this study introduces a new concept of “luxe-bargain shopper” and examines varied luxury good consumers in the bargain shopping context. However, the findings of the current study should be interpreted with caution due to sampling method, product category of luxury brands, the limited number of luxury brands used in the study.

The results provide marketing suggestions for each segment of luxe-bargain shoppers.

There is virtually no luxury study conducted in the context of bargain shopping. By examining luxe-bargain shoppers using a robust fuzzy clustering method, this study extends our knowledge of luxury consumption as well as provides a new perspective to segmentation research.

The advent of digitalization and the trend of social distancing coincide with the individualized lifestyle that is emerging among contemporary shoppers. This study explores the unique market of “smart solo shoppers”. Two empirical studies are conducted, which aim to identify the major dimensions of multi-channel shopping activities that are engaged by the shoppers (Study 1, n = 64) and to differentiate the shoppers' valuation of time invested in the distinct dimensions under different cultural influences (Study 2, n = 519).

A survey questionnaire is used for data collection, and data are analyzed using structural equation modeling.

Results reveal that the shopping activities converge into four principal dimensions: offline shopping, online shopping, post-shopping delivery and product return activities. Shoppers who perceive offline shopping activities as a time burden and online shopping and delivery activities as venues of value creation are more strongly self-identified as smart solo shoppers. Furthermore, smart solo shoppers who are under a strong influence of individualistic culture are found to spend time on multi-channel shopping to make the right purchase the first time, whereas shoppers perceiving being in a weak individualistic culture prefer to engage online channels while being prepared to return the unwanted purchases.

This study highlights an emerging research field in the nexus of solo consumption and smart shopping. Emphasizing the utility-driven and ego-expressive nature of smart solo shoppers, the authors provide an initial profile of these shoppers based on their time-valuation patterns and the contextual impacts of individualistic culture.

Grounded on the concept of a value trade-off, the authors of this study seek to address the question of why some people visit an offline store before purchasing online. The authors offer a novel perspective by identifying and describing the perceived value drivers (benefits and sacrifices) associated with showrooming in the context of the branded apparel segment.

Data collected from 318 showrooming customers were analysed in the context of the proposed perceived value framework using the structural equation modelling method.

The results showed that enhanced product evaluation, monetary savings, smart shopper feelings and perceived enjoyment (positively) and search costs and online risk (negatively) influenced consumers' showrooming value perceptions as benefits and sacrifices associated with showrooming. Only perceived consumption delay emerged as insignificant. As expected, perceived showrooming value was identified as an important driver of showrooming intentions.

The application of this paper's findings is limited to the branded apparel segment. The model can be tested in other sectors with a larger sample size to gain deeper insights.

The findings can be utilized by brick-and-mortar retailers to retain showrooming customers.

The authors of the current research work contribute to a better understanding of showrooming by adopting a perceived-value-based perspective, which offers an alternative yet effective route for understanding showrooming.

The purpose of this paper is to contrast two lay theories of how consumers draw affective inferences about their online bidding experiences. The active-bidder theory (smart-bidder theory) predicts that after winning a bid, highly (minimally) participative bidders would be more satisfied than minimally (highly) participative bidders.

Four experiments test two competing hypotheses, the active-bidder hypothesis and the smart-bidder hypothesis (Study 1), identify a condition that mitigates the observed effects (Study 2), identify when the mitigation is effective or ineffective (Study 3) and replicate the findings in a scenario-based study where participants are allowed to make actual bidding decisions (Studies 4A and 4B).

The findings support the smart-bidder hypothesis across three different product categories; however, this heuristic-driven effect is absent when bidders have concrete shopping goals. The effect was sufficiently robust to be observed even when the bids are made at will.

The present research does not incorporate the widely adopted procedure of second-price auction (also known as proxy bidding in the eBay setting), a system that allows the highest bidder to win the auction but pay the amount of the second-highest bid.

Online consumers should be mindful that entering the minimum number of bids not only helps consumers avoid overbidding but also elevates their joy in winning after the auction ends.

Prior research on bidding behavior on online auction sites has yet to examine how different bidding dynamics affect consumers’ post-auction satisfaction. This research sheds light on the psychological process underlying the robust phenomenon: online auction consumers rely heavily on proxy signals. Bidders appear to use the efficiency heuristic in constructing their affective judgments of their buying experiences.

The purpose of this study is to gain a better conceptualization and measurement of smart shopping. The specific objectives are to: investigate consumers' perceptions of the term smart shopping; develop a measure of smart shopping; and validate the measure of smart shopping.

The research includes a comprehensive literature review, focus group interviews, and in‐depth interviews for initial item generation and instrument development. Scale development consists of a pilot test (n=100), a pretest (n=237), and main study (n=1,474).

The findings indicate that smart shopping includes consumers seeking to minimize the expenditure of time, money, or energy to gain hedonic or utilitarian value from the experience.

In‐store shopping was examined based on shopping for clothing, grocery, or electronics; therefore caution must be used when applying the smart shopping scale to other shopping contexts or product categories.

Gaining a better understanding of the smart shopper will enable retailers to more accurately target this consumer group. Focus could be placed on saving time or saving energy in addition to the traditional emphasis on saving money. Retailers could also provide a combination of utilitarian and hedonic experiences for consumers.

This study conceptualizes and tests the term smart shopping from a broader perspective than previous studies that primarily focused on monetary savings in the grocery shopping context. Smart shopping includes the desire for efficient shopping but emphases on the components of an efficient trip may differ from traditional theories.