Influences of retail brand trust,off‐line patronage,clothing involvement and website quality on online apparel shopping intention

This study examines the influence of retail brand trust, off‐line patronage, clothing involvement, and website quality on online apparel shopping intention for young female US consumers. Data for this study were collected from 200 young female consumers who completed an online survey. Participants were asked to select one of three pre‐determined apparel retail brands that they have either had experience with or were familiar with. Respondents were then asked to keep their selected retailer in mind when completing the questionnaire and were also asked to briefly visit the retailer's website shopping for a shirt or blouse. Factor, correlation and multiple regression analyses were conducted to test our hypotheses. Retail brand trust, off‐line patronage, clothing involvement and two factors of website quality (usability and information quality, visual appeal and image) were found to significantly influence online apparel shopping intention. Off‐line patronage was the strongest predictor of online shopping intention. Implications for multi‐channel apparel retailers were discussed based on these findings.     

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.     

Apparel retailers: website quality dimensions and satisfaction

Online retailers would benefit from studies that examine which website attributes can be manipulated to favorably affect consumer satisfaction. The purposes of the study were (1) to examine the dimensionality of website quality for apparel retailers and (2) to determine which dimensions of website quality were significant predictors of shopper satisfaction. Data were collected from 273 female online apparel shoppers. Loiacono's WebQual™ instrument was used to measure shopper perceptions of websites. Factor analysis identified six dimensions of website quality: (1) web appearance, (2) entertainment, (3) informational fit-to-task, (4) transaction capability, (5) response time, and (6) trust. Only three dimensions, informational fit-to-task, transaction capability, and response time, were significant predictors of shopper satisfaction.     

Brand trust and engagement in social commerce

With the surge in social media (SM) users around the world, the scope of social commerce (SC) in brand engagement is a prominent area of discussion. The present study empirically investigates the effect of social commerce construct (SCC), multi-dimensional constructs of social presence theory (SPT) and consumer generated content (CGC) on brand trust and brand engagement in SC platforms. An online survey was conducted among 625 Indian consumers who had made more than one purchase using SC platforms in the previous 6 months. Structural equation modelling technique was employed for testing the hypotheses and conceptual model. The results suggest that each element of SCC, SPT and CGC positively contributes to brand trust and engagement. Further, the study provides insight into brand trust and brand engagement in SM, which prompts brand usage intention of the consumers. The insights can be used by managers to create long-term customer relationship management action plans that emphasize brand trust and engagement.     

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.     

Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China

Although the study of flow has recently received a lot attention, little is published about what factors controllable by firms influence its formation. Furthermore, there is a lack of knowledge between the relationship of website atmospheric cues and flow experience. Using a stimulus–organism–response framework (S–O–R framework) as the theoretical basis, this study examines the impact of consumer perceptions of website atmospheric cues (informativeness, effectiveness and entertainment) on the development of flow and its subsequent impact on purchase intention and satisfaction. A self-administered online survey was used for data collection through an internet market research firm which randomly selected individuals from its online panel. Our results support the validity of the S–O–R framework in the context of online tourism and indicate that flow fully mediates the three site atmospheric cues with regards to purchase intention and satisfaction with the travel website. This study enhances our understanding on the determinants of online purchase intention and satisfaction as well as on how a proper web atmospheric design alters consumer shopping experience which entices favourable purchase intention and generates satisfaction.     

The antecedents and consequences of trust in online-purchase decisions

The primary research objective of this study rests on presenting and validating a model for the antecedents and consequences of consumer trust in the context of online purchase decision-making by means of simulation and survey methods. For this purpose, the study seeks to validate the correlation and causal relationships among the model's elements involving antecedents to trust (transactional security, web-site properties, search functionality, and personal variables), consequences (purchase intention), and mediating variable (web-site awareness).Based on the findings of a controlled simulation study involving 122 college students, are the following major results: (1) web-site trust showed a significant response to site properties including the image-related variables such as company awareness and company reputation, while satisfaction significantly responded to navigation functionality; (2) personal variables such as familiarity with e-commerce and prior satisfaction with e-commerce were found to have high correlation with web-site satisfaction as well as trust; (3) web-site trust, web-site satisfaction, and web-site awareness all influenced the online-purchase intention, and (4) web-site trust and web-site satisfaction had a high correlation.The findings of this study suggest a new approach to understanding and identifying the antecedents and consequences of web-site trust whose importance is increasing in the study of Internet commerce. Also, the study findings provide the Internet marketers with the managerial implications to establish effective online marketing strategy.     

The Impact of Website Quality on Information Quality,Value, and Loyalty Intentions in Apparel Retailing

This study investigated relationships among website quality, perceived information quality, perceived value, and loyalty intentions in the context of apparel online shopping. Analysis of data using structural equation modeling showed that among the website quality dimensions, interactivity, online completeness, ease of use, and entertainment significantly influence perceived information quality. Perceived information quality affects perceived value and loyalty intentions and perceived value influences loyalty intentions toward apparel retail websites. The post-hoc test revealed that entertainment and trust affect perceived value. Online completeness and entertainment were found to influence loyalty intentions. Strategic suggestions are provided for e-retailer improvement of website information quality, such as utilizing entertaining and engaging devices and designing their websites for consumer comprehension and enjoyment during the shopping experience.     

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.     

The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.     

Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality

This research extends the concept of salesperson customer orientation to Internet marketing by conceptualizing and studying the effects of Web site customer orientation on perceived Web site quality and consumer behavior. This research also adapts the concept of brand/store personality to Internet marketing by investigating the effects of Web site personality on perceived Web site quality and consumer purchase intention. The model is tested on apparel Web sites using data from multiple sources. Implications of managing Web site personality and Web site customer orientation are discussed.     

Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective

To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce.     

The impact of online customer satisfaction on the yahoo auction in Taiwan

In this article, the authors develop a conceptual model that links website quality, trust, merchandising, customer service, and online satisfaction for yahoo auction in Taiwan. The research objective is to provide initial evidence for the determinants of e-satisfaction (online satisfaction). We examine the role of web quality, trust, merchandising, and customer service in consumer online satisfaction assessments. This conceptual model is empirically tested from 350 consumers across a broader group of online shoppers on yahoo auction by means of internet surveys and structural equation analysis. The results show that the determinants of online trust are website quality, merchandising, and customer service. Website quality, trust, merchandising, and customer service have positive effects on online satisfaction for auction sites. The research findings were reported by discussing the implications of the findings and directions for future research.     

The influence of consumer decision‐making styles on online apparel consumption by college students

Apparel purchases now constitute one of the fastest‐growing segments of e‐commerce. Thus, there are strong theoretical and managerial reasons to better understand consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. Data from a sample of 357 US college students showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping. Price sensitivity was negatively correlated with online spending.     

An Examination of the Effect of Consumer Personal Traits on Show Rooming Behavior: The Effect of Product Type

The rapid growth of online commerce and spread of mobile devices have created various trends in product-purchasing behaviors of consumers. Especially in online-to-offline commerce, “showrooming” has increased. This involves searching for products offline but purchasing them online. Among theories of consumer buying behavior based on traditional consumer characteristics, this study empirically analyzes whether there are group-specific differences in showrooming. The results show that innovative consumption tendencies are significantly related to push, pull, and mooring factors. The findings also elucidate the role of showrooming buying behavior in these relationships. In terms of push and mooring factors, these relationships are strengthened by showrooming purchase experience. This study divides products into electronic products and apparel and analyzes the effects on purchase experience using a moderator.     

Food shopping behavior in the Arabian Gulf region: a comparative study

In the context of an online apparel setting, this study examined the effects of amount of information and music on consumers’ affective states (i.e. pleasure and arousal) and cognitive states (i.e. perceived risk and attitude toward the site), which in turn may affect consumer shopping response (purchase intent). The moderating role of situational involvement with online shopping on the relationship between music/amount of information and affective/cognitive stateswas further examined. Results revealed significant effects for amount of information and music in relation to consumer situational involvement with online shopping. In addition, results revealed a significant effect for pleasure on perceived risk and attitude toward the site which in turn affected purchase intent. The findings of this study provide valuable managerial insights to online retailers by indicating the importance of the amount of information available on an apparel website. Additionally, this study is a springboard in determining the significant effect of music on affect and shopping responses on online shopping websites.     

中国背景下的全球品牌:洞察中国消费者的决策(英文)

本文探究了与全球十大品牌相关的中国消费者决策。通过四个层面(品牌熟悉度、品牌喜爱度、品牌信任度以及知晓一个品牌的原产国)来预测中国消费者样本的品牌购买意向,同时分析指出,中国消费者对世界主义、民族优越感、全球—本地身份的认识以及与全球消费者文化的区别也可能会影响其全球品牌购买意向。本文为全球十大品牌建立了回归模型,并有提供最有力证据的层级模型。品牌熟悉度、信任度和喜爱度基本上在很大程度上解释了差异的存在。     

The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours

Using the data collected from a survey of 1277 US college students, this study investigated college students' shopping orientations, and examined the relationships between their shopping orientations and searches for information about and purchases of apparel products online and the differences between male and female students in their shopping orientations, online information searches and purchase experiences. Seven shopping orientation constructs were identified: shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in‐home shopping tendency and brand/store loyalty. Results showed that participants' shopping orientations were significantly related to their searches for information about and purchases of apparel items online. In addition, male and female participants showed significant differences in their shopping orientations, online information searches and purchase experiences. This study provided suggestions for apparel e‐tailors to develop effective marketing strategies to reach their target market, for consumer educators and for educators in the retail merchandizing area to prepare their students for future careers.