Mobile Commerce Website Success: Antecedents of Consumer Satisfaction and Purchase Intention

With the rapid development of apparel mobile commerce in the United States, more companies view mobile commerce as a new source of competitive advantage. Despite the importance of apparel mobile website quality and its effect on consumer satisfaction and future purchase stimulus, extant research has paid little attention to these topics. This study proposes a website quality–consumer satisfaction–purchase intention research model based on the self-regulatory process theory. Six dimensions of apparel mobile website quality—website visual appeal, apparel visual appeal, brand trust, website information quality, website response time, and website security—were investigated. In all, 293 eligible responses were collected via an online survey. Multiple regression analysis was utilized to test the proposed relationships. Results reveal that website information quality, website visual appeal, apparel visual appeal, and website security positively affect consumer satisfaction toward apparel mobile commerce websites, while website response time and brand trust show insignificant impacts on consumer satisfaction. With higher satisfaction on an apparel mobile commerce website, consumers are more likely to purchase apparel through the website.     

Examining the relationships between online store atmospheric color,flow experience and consumer behavior

Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.     

Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention

In today's channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers' pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.     

The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable

This study investigates the mediator effect of network structural embeddedness between customer experience and consumer purchase intention in the context of cross-border e-commerce. 321 copies of online questionnaires unfold cross-border online shopping experience. The structural equation model is built to analyze the mediator effect of network structural embeddedness. Network density, Network centrality separately plays a mediating role between website ease of use, website relationship service and consumer purchase intention. In contrast, both of them play a mediating role between customer cost and consumer purchase intention. The research suggests developing the relationship between consumers and e-commerce websites for cross-border e-commerce platforms from a network standpoint, but not only marketing.     

Drivers of consumer adoption of e-Commerce: A meta-analysis

E-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that influence consumers’ online shopping. Our main takeaways reveal that the most important drivers of online shopping (a) conform to the TAM and TPB theories, in addition to (b) website characteristics and past experience. In particular, the multiple predictors are strongly related to online purchase intentions and purchase behavior, where attitude and convenience show the strongest impact. Furthermore, moderator analyses indicate that cultural traits have specific moderating effects on the links between purchase intention and some of its drivers. For instance, power distance and uncertainty avoidance have a positive effect, while individualism, indulgence and masculinity have a negative one. Finally, we apply meta-analytic structural equation modeling to test a conceptual framework including four groups of drivers (consumer–channel interactions, website characteristics, social influence, and consumer characteristics) and different aspects of online shopping. The findings provide valuable insights for online shopping research and practice.     

Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation

The purpose of this study was to examine the effects of various online visual merchandising (VMD) cues—high and low task relevant cues—on consumer pleasure and arousal under different situational involvement (browsing vs. purchasing). A random sample of 1634 female college students participated in an experiment in the context of online apparel shopping. The results of the study revealed a significant effect for high task relevant cues on pleasure and arousal under high situational involvement (purchasing situation). In addition, a significant effect for low task relevant cues on pleasure and arousal under low situational involvement (browsing situation) was found. Pleasure and arousal induced by various online VMD cues were positively related to consumer satisfaction, purchase intention, and approach behavior. The findings of the study emphasize a significant role of VMD cues on apparel Web sites, influencing pleasure and arousal, which in turn increase consumer satisfaction, purchase intention, and approach behavior. The study also provides an important implication for online apparel retailers developing Web sites that may attract both online browsers and purchasers. ©2010 Wiley Periodicals, Inc.     

Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China

This study proposes a unique framework that aids to enrich online shopping experience (psychological and monetary gains) and accelerates fast food mobile commerce (m-commerce). The extended technology acceptance model (TAM) is applied while the stimulus–organism–response (S–O–R) paradigm served as the predominant framework combined with the acquisition-transaction utility theory. This study investigates the mobile website quality, website brand equity (stimulus) influence on (PEOU) and (PU) (organism) to predict Chinese consumer intention to use fast food mobile commerce (response). A total of 936 respondents were participated while data were collected using a convenience sampling technique in China. Results reveal that all dimensions of mobile WQ (i.e., service quality, system quality, and information quality) and Website BE (i.e., brand image, perceived quality, brand association, and brand loyalty) (stimulus) significantly substantially influence PEOU and PU (organism) toward the acceptance of online fast food shopping (response). Digital Coupon Proneness (an accelerator) substantially moderates the relationship between PEOU, PU, and intention to use fast food m-commerce. Based on the assumptions of acquisition-transaction utility theory, category-specific (fast food) digital coupon proneness increase m-commerce for online fast food buying– a novel contribution of the study. Furthermore, research provides unique managerial insights for the industry to utilize the maximum potential of m-commerce in the fast-food industry.     

Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA

This research proposes a conceptual model based on the stimulus-organism-response (S–O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Covariance based Structural Equation Modeling (CB-SEM) analysis to validate the proposed model, fuzzy set/Qualitative Comparative Analysis (fsQCA) technique was also performed. According to the findings, perceived website/app quality has a direct impact on both satisfaction and trust in online food delivery services. Additionally, customer familiarity moderates the relationship between website/app quality and repurchase intention. Next, customer reviews moderate the association between repurchase intention and trust. Holistically, this study offers significant implications for academicians, managers and policymakers. Academically, this study contributes to online food delivery literature. Practically, the results provide guidelines to marketers, managers and policymakers interested in devising marketing strategies to promote customer's repurchase intention in online food delivery context.     

Website usability,consumer satisfaction and the intention to use a website: The moderating effect of perceived risk

This paper analyzes the influence of website usability on both consumers' satisfaction and intention to use a website, as well as the impact of satisfaction on usage intentions. Additionally, we study the moderating effect that consumer risk perceptions may have on the influence of website usability. Results show that website usability affects satisfaction which in turn affects intention to use. Contrary to expected, usability does not directly affect intention to use but has an indirect effect through consumer satisfaction. Finally, the usability effect on consumer satisfaction is moderated by perceived risk.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

Need for touch and haptic imagery: An investigation in online fashion shopping

Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.     

Electronic Services Co-Creation Experience: Telecommunications Sector in Tunisia as an Example

Despite the intensive use of the Internet in service delivery, little attention has been paid so far to assessing the impact of the quality of electronic services on the willingness of customers to participate in the co-creation experience online. In order to determine how the consumer reacts to the adoption of new information and communication technologies and, in particular, online telecommunication services, we empirically test the influence of electronic service quality dimensions on the co-creation experience online, integrating the attitude, satisfaction, and intention of the customer. The data were collected from a sample of 263 Tunisian telecommunications customers and analyzed using the structural equation modeling technique. The results show that, even if five dimensions of the quality of the online service positively influence the attitude towards the website, all of the dimensions of the quality of e-services positively influence the e-satisfaction. The results also confirm that customers' attitude towards the website and e-satisfaction positively affect the intention to use the website, which in turn affects the willingness of clients to participate in the experience co-creation online.     

Do Vendor Cues Influence Purchase Intention of Online Shoppers? An Empirical Study Using S-O-R Framework

The purpose of the current research is to understand the influence of vendor cues like brand reputation. Brand familiarity and offline presence on trust and attitude of online shoppers and consequently on online purchase intention. Data was collected through a web based survey. The findings of the study reported that vendor offline cues have a strong and positive impact on the online purchase intentions of the shoppers. Further, this study also contributed by proving that the trust has a strong relationship with purchase intention as compare to attitude.     

Images,reviews, and purchase intention on social commerce: The role of mental imagery vividness,cognitive and affective social presence

Images and textual reviews are central to social commerce sites. But little is known about the mechanism by which image quality and type of textual review (with personal experiences versus facts) impact consumer purchase intention on a social commerce page. We address this knowledge gap and use the stimulus-organism-response (S–O-R) framework to develop our conceptual framework. We hypothesize that image quality and type of textual review impact purchase intention through imagery vividness that functions as a stimulus. Further, imagery vividness impacts purchase intention positively in the social commerce context through social presence. Specifically, the effect of imagery vividness on purchase intention is likely to be serially mediated by cognitive social presence and affective social presence. We collect data by conducting two experiments using a social media post regarding fashion apparel for middle-aged women on Instagram and find support for our thesis.     

Does retail type matter? Consumer responses to channel integration in omni-channel retailing

A critical issue faced by marketing practitioners today is orchestrating strategies that provide a smooth consumer experience in an omni-channel environment. The extant literature offers limited guidance on managing the consumer journey in an omni-channel environment across different retail types. Using the S–O-R framework as its basis, this study generates novel insights by examining how different types of retailers influence consumer perceptions of channel integration (CPCI) as well as consumer empowerment, trust, satisfaction, and patronage intention. Data from 736 consumers was collected using purposive sampling to target those who interact with retailers from high-end specialty stores, department stores, and hypermarkets. The data was then analysed using partial least squares structural equation modelling (PLS-SEM). We find that consumers from high-end specialty stores, hypermarkets, and department stores have different perceptions when patronising the omni-channel retail business. The implications of the study are discussed and suggestions for future research are presented.     

The impact of user perceptions of AR on purchase intention of location-based AR navigation systems

As new AR supported products such as location-based AR navigation systems become available in the consumer market, it is particularly important to understand how user perceptions of AR can be optimized to enhance customer satisfaction and increase purchase intention of these products. However, little research has addressed this gap in the literature so far. Therefore, this study developed a theoretical framework including user perceptions of AR, experience, satisfaction and purchase intention employing experience economy theory. This study's main theoretical contribution is that three user perceptions of AR – spatial ability (sensory domain), sense of presence (feeling domain), and conceptual understanding (cognitive domain) – were found to be key antecedents of consumers' intention to purchase location-based AR navigation systems through the mediation of educational, entertainment, aesthetic, and escape experience. The findings have important implications for future development of location-based AR systems.     

O2O生鲜电商平台消费者重购意愿影响机制

基于迁徙理论,从驱动与锁定双视角出发,从推力因素、拉力因素和锁定因素三个层面对线上线下融合(O2O)生鲜电商平台重复购买意愿影响因素与内在机理进行实证研究。通过网络调查问卷采集886份消费者样本数据,运用结构方程模型对研究假说进行检验,结果表明,影响O2O生鲜电商平台重复购买意愿具有驱动效应和锁定效应两大机制,其中顾客满意度是驱动效应中的中介变量,顾客惰性是锁定效应中的中介变量。此外,推力因素的便利性、拉力因素的感知价值、锁定因素的转换成本、主观规范与在线涉入度均对消费者重复购买意愿产生正向影响。在后疫情时代,O2O生鲜电商企业应重视以消费者为中心的关系型营销理念,强化体验营销手段,在满足消费者便利性需求与高价值感受的同时,增强消费者对O2O生鲜电商平台的交易依赖,提高消费者黏性。     

Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism

The purpose of this research is to investigate the impact of four online purchase determinants (website image, routine, website knowledge and innovativeness) on customer loyalty and the mediating effect of customer satisfaction within the context of e-commerce. The research model is tested using data collected from 3188 regular buyers of the national leader in the sector being studied. The statistical analyses were conducted within the Structural Equation Modeling framework. Results show that there is a complete mediating effect of e-customer satisfaction in the relationship between three online purchase determinants (website image, online routine and website knowledge) and e-customer loyalty. The research results provide an important insight into how e-companies can pursuit and use delight to highlight customers' loyalty. These results allow for a better understanding of customer specificities, with practical actions aimed at their real needs and expectations.     

The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India.