Impact of perceived value on the online purchase intention of base of the pyramid consumers

Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi-structured in-depth interviews with 52 BOP respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing BOP consumers' perceived value for online purchases, subsequently determining their adoption behaviour. As a novel contribution to the literature, this study unfolds several unknown factors that motivate/demotivate BOP consumers to buy online using the Value-based Adoption Model (VAM). The findings of this study will help e-commerce marketers enhance BOP consumers' usage intention toward online purchases.     

Determinants of consumers' repeat online buying of groceries

Abstract

This study developed and empirically tested a model for understanding what factors determine repeat buying behaviour of already experienced online grocery consumers. Data were collected from 198 consumers who currently buy groceries via the Internet. The obtained Lisrel results suggest that consumers' attitude towards online grocery buying is positively affected by perceived offline physical effort and negatively affected by offline shopping enjoyment. Multi group analysis shows that the strength of these relations differed across several consumer characteristics. Also, it was found that a perceived high Internet grocery risk does not form an action barrier for consumers who already have a positive attitude towards online grocery buying. The results also indicate that consumers may hesitate from repeat online buying if they are faced with high online complexity. Implications and future research directions are discussed.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

What differentiates Internet shoppers from Internet surfers?

This work analyses the motivations behind consumers' online shopping intentions for specific tourism services, such as hotel reservations, across both Internet shoppers and Internet surfers (i.e. those who exit the website before completing the reservation). A structural equation analysis features a sample of 1289 Spanish Internet users (530 shoppers and 759 surfers). The results indicate that perceived usefulness is the most important aspect conditioning the intention to buy online for Internet shoppers, whereas the role of convenience is more significant for Internet surfers. The empirical findings suggest different managerial guidelines for encouraging online reservations by Internet surfers and can help facilitate decision making processes for managers in this industry.     

Consumer Perceptions of Privacy and Security Risks for Online Shopping

Government and industry organizations have declared information privacy and security to be major obstacles in the development of consumer‐related e‐commerce. Risk perceptions regarding Internet privacy and security have been identified as issues for both new and experienced users of Internet technology. This paper explores risk perceptions among consumers of varying levels of Internet experience and how these perceptions relate to online shopping activity. Findings provide evidence of hypothesized relationships among consumers’ levels of Internet experience, the use of alternate remote purchasing methods (such as telephone and mail‐order shopping), the perceived risks of online shopping, and online purchasing activity. Implications for online commerce and consumer welfare are discussed.     

Augmented reality shopping application usage: The influence of attitude,value, and characteristics of innovation

Consumers' intentions are crucial to the wide usage of augmented reality shopping applications (ARSAs). Combining innovation diffusion, perceived value, and attitude theories, this study proposes a theoretical model that identifies the antecedents of consumers' innovation to use ARSAs and specifies their interrelationships. A total of 379 consumers were surveyed using questionnaires, and the data were analyzed through confirmatory factor analysis and structural equation modeling. Results show that the effects of the perceived relative advantage, perceived compatibility, and perceived observability on consumers' intentions to use ARSAs are mediated by consumers' attitudes toward ARSAs. In addition, attitudes have an indirect impact on consumers' intentions to use ARSAs through perceived value. Theoretically, this study synthesizes behavioral theories anchored on innovation and marketing to explain consumer's use intention. Managerially, this study provides strategic recommendations for technology companies developing ARSAs and retailers wishing to adopt ARSAs.     

Why Do Consumers Go Internet Shopping Again? Understanding the Antecedents of Repurchase Intention

Consumer intention of reusing online websites for shopping is a major consequence for an electronic commerce company's profitability. Therefore, understanding the factors that influence online customers' repurchase intentions is of great importance to the EC companies. Drawing on specific dimensions of Social Cognitive Theory (SCT), Information Systems continuance model, Technology Acceptance Model (TAM), and empirical findings from prior studies as antecedents, the related factors were adapted and integrated within the context of Internet shopping repurchase intentions and were tested in a field study. Empirical data for hypotheses testing were collected from the online virtual store of 7-ELEVEN in Taiwan, yielding 444 valid samples. The results show that online consumer repurchase intention is determined by satisfaction, perceived usefulness, perceived ease of use, and Internet shopping self-efficacy. Satisfaction is influenced by perceived usefulness, perceived ease of use, confirmation, and positive Internet shopping experience. Perceived usefulness, in turn, is influenced by behavior modeling, positive Internet shopping experience, Internet shopping self-efficacy, and confirmation. Confirmation is affected by positive Internet shopping experience and behavior modeling. In addition, confirmation has significant effects on perceived ease of use. Finally, positive Internet shopping experience appeared to have a significant impact on Internet shopping self-efficacy. From the empirical data, meaningful findings and conclusions are derived, and suggestions for future research are also discussed.     

A cross-country comparison of online deal popularity effect

The paper examines the effect of online deal popularity for service deals in a cross-country context. A 2 (deal popularity: low vs high) X 2 (culture: collectivist vs individualist) quasi experimental design was used to collect data in Australia and Taiwan to examine the consumer reactions toward deal popularity information of service deals on e-retailing websites. Results show consumers' perceived performance and psychological risk mediate the effect of deal popularity on purchase intention both in the Australian and Taiwanese samples. In addition, consumers' reactions towards online popularity information for online service deals do differ across cultures. While high deal popularity increases the Australian consumers' performance and psychological risk perceptions, which in turn lowers their purchase intention, high deal popularity decreases the Taiwanese consumers’ risk perception and enhances their purchase intention. This paper contributes to the broader fields of retailing and services studies by providing insights for online retailers concerning how deal popularity can be leveraged as a means to reduce perceptions of risk for Taiwanese consumers but with caveats for their Australian counterparts. As a first study that examines the effect of online deal popularity for service deals in a cross-country context, it extends the body of knowledge in a fast-changing domain of consumer behavior e-commerce settings.     

Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses

Understanding consumers’ behavioural responses is crucial to improve the usage of augmented reality (AR) by retailers. Both in the online and offline retail market, AR enhances consumers’ shopping experiences by offering them enjoyable and immersive information about products and services. This paper explores consumers' behavioural responses by measuring the role played by product involvement in affecting the AR flow experience. To this end, the study employs a quantitative approach based on data collected from August to September 2022. Results show that consumers' involvement with products affects their AR flow experience, along with their behavioural intentions in terms of purchase intention and intention to visit the retailer’s website and recommend or share the experience. In addition, the latter two variables mediate the relationship between the AR flow experience and loyalty, showing interesting insights on high-body-involvement products. The paper ends by highlighting the main theoretical and managerial implications of these results, along with the scope for further research.     

Employing a Dichotomous Choice Model to Assess Willingness to Pay (WTP) for Organically Produced Products

Abstract

This study employs a dichotomous choice model to identify the socio-economic characteristics and attitudes that influence consumers' willingness to pay (WTP) a premium for organically produced products (OPP). Considering consumers' growing interest in quality and safety of food, the study attempts to identify consumers level of awareness on OPP, the intention to buy OPP and the WTP a higher price for OPP. Results highlight consumers awareness and intention, revealing useful information for the development of OPP market. The estimated maximum WTP indicates that consumers are willing to pay a substantial extra price to purchase OPP. Finally, WTP seems to be affected by certain consumer attitudes and socio-economic factors.     

Illusion of safety: How consumers underestimate manipulation and deception in online (vs. offline) shopping contexts

Online commerce changes how consumers shop for products and services—while also giving firms more control over consumers' shopping experience, more access to their information, and leading more firms to use these platforms to their financial advantage. In this research, I examine consumer perceptions of firms when they shop for products and services online (vs. offline), to determine whether consumers feel firms might use certain kinds of manipulative and deceptive tactics against consumers. Results show consumers believe firms are less likely to use manipulative and deceptive practices to increase consumer spending, when they shop online (vs. offline) for products and services. These findings remain consistent despite key individual differences (in ethnicity, gender, age, and time spent online). This research also demonstrates how certain cues can make consumers more (vs. less) suspicious of firms when they shop online and discusses the implications these findings have for consumer financial welfare.     

The games people play: How the entertainment value of online ads helps or harms persuasion

This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility. © 2011 Wiley Periodicals, Inc.     

Product involvement in organic food consumption: Does ideology meet practice?

This study assesses the level of consumers' felt involvement in four distinct product categories of organic food (coffee, bread, fruit, and flour), and examines the role of felt involvement in the broader context of organic food shopping behavior. It is shown that the reason why consumers do not buy organic food regularly despite their positive attitudes is that such ideologically formed attitudes are not present in habitual, low‐involvement shopping activities with limited problem‐solving needs as in food shopping from grocery stores. The statistical analysis of an empirical sample of 200 consumers gives substantial support to the hypothesized new organic food buying behavior model. © 2009 Wiley Periodicals, Inc.     

Intangibility and Perceived Risk in Online Environments

Product intangibility increases consumers' perception of risk. Previous research has examined the effects of multiple dimensions of intangibility on the various types of risk and found out that of the three intangibility dimensions, physical intangibility was the least correlated to the consumers' perception of risk in most situations, while mental intangibility and generality had great impact on most of the perceived risk dimensions. Little research so far has been conducted as to the differences between online and offline environments in which risk is perceived. The results from this study with generic vs. branded products in offline vs. online situations show that significant variations in the perception of risk were identified across different purchasing environments. In the online environment concerns of consumers have a significantly stronger impact on the different kinds of risk perceived than generality and mental intangibility. Whereas intangibility has a major impact on risk during the traditional method of shopping, an elevated perception of risk in the online environment is merely triggered by consumer's concerns about their privacy, the security of their purchases and the security of the system through which their transactions are completed.     

The Quality Dimensions of Internet Retail Food Purchasing

ABSTRACT

This exploratory study examines relevant factors affecting consumers' evaluation of product and service quality in the context of Internet retail food purchasing. A total of 489 anecdotes, written by online consumers based on their own shopping experience, were collected and content analyzed. In turn, 18 quality dimensions and 58 sub-attributes were identified. The asymmetric effect of positive and negative attribute-level performances on consumer dis/satisfaction was discussed. The impact of two delivery strategies on consumers' perceived quality was also examined. Finally, managerial implications and recommendations were provided in order to pave the way for possible improvement of the quality of Internet retail food purchasing and, in turn, consumer satisfaction.     

Psychological antecedents and risk on attitudes toward e-customization

Consumers can experience relatively low prices with the dramatic diffusion of online shopping even with customized products, which are commonly more expensive than regular products, due to unique functions of customized product order processes in online environments. This paper investigates how two psychological antecedents, (1) need for uniqueness and (2) status aspiration, can influence consumers' attitude with regard to forming procedures toward e-customized products and how perceived risk, another psychological factor, on purchasing e-customized products plays a role of moderating factor. A self-administered online survey of 321 Japanese consumers is conducted to examine a proposed conceptual model with Structural Equation Modeling (SEM). The analysis using results indicates that the need for uniqueness directly impacts on attitude toward e-customized products while it mediates the effect of status aspiration. A multi-group analysis to test a moderating effect of the perceived risk on purchasing e-customized products highlights the significant effects of psychological factors. The result also provides potential guidelines to e-tailors on possibility of segmenting markets as well as promoting their customized products using these psychological criteria of their target consumers.     

A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping

This research aims to study the origins of consumers' usefulness perceptions through the example of mobile online shopping adoption in Europe. The results of an empirical study, which is grounded in technology acceptance theory, reveal the pivotal role of consumers' beliefs about the quality of mobile online stores in the formation of usefulness perceptions prior to adoption. While this study identifies that consumers form their usefulness evaluations depending on the respective shopping tasks, the results of a moderation analysis yield usefulness predictors that differ in relevance across product categories and shopping touchpoints. This contextual perspective has implications for both adoption and (online) channel research. It also helps managers to identify starting points on how to promote (mobile) online shopping adoption.     

消费者对网上购物的风险认知及影响因素

风险认知是影响消费者网上购物的重要因素。网上购物的风险,主要包括财务风险、性能风险、身体风险、时间风险、隐私风险、心理风险和社会风险等维度。影响消费者网上购物风险认知的因素,主要有网络使用经验、网上购物经历、产品知识、创新性等。采取一些适当的措施,可以有效地降低网上购物的风险认知。     

Sensory enabling technology acceptance model (SE‐TAM): A multiple‐group structural model comparison

Sensory enabling technology (SET) can deliver product information that is similar to the information obtained from direct product examination, thus reducing product risk. In addition, the interactivity and customer involvement created by sensory enabling technologies can enhance the entertainment value of the online shopping experience. The proposed model examined this dual role of sensory experience enablers in the online soft goods shopping process for three types of sensory enabling technologies that are widely applied in online retail sites. The results provided empirical support for perceived usefulness and perceived entertainment value as strong predictors of consumers' attitudes toward using all three of the sensory enabling technologies tested in this study. The impact of perceived ease of use differed by technology. Attitudes toward using sensory enabling technologies had a significant impact on the actual use of all three SETs; however, the impact of technology anxiety and innovativeness on the use of SET also appeared to differ by technology. Virtual try‐on played a strong hedonic role, increasing the entertainment value of the online shopping process, whereas 2D views (larger view and alternate views) showed a strong functional role. The 3D rotation view served both functional and hedonic roles. The results indicate that each sensory enabling technology makes a unique contribution to online shopping—either by reducing product risk perceptions or by increasing perceived entertainment value. © 2008 Wiley Periodicals, Inc.