Untangling the relationships between consumer characteristics,shopping values,and behavioral intention in online group buying

This study examines the link among consumer characteristics (price-sensitive behavior, variety-seeking behavior, and compulsive buying behavior), shopping values (utilitarian and hedonic shopping values), and behavioral intention in online group buying (OGB). This study tests usable responses collected by means of mall-intercept systematic sampling from consumers who previously participated in OGB. Structural equation modeling was used to analyze data and test the hypothesized relationships. Findings suggest that price-sensitive and variety-seeking behaviors are significantly related to utilitarian shopping value, whereas price-sensitive, variety-seeking, and compulsive buying behaviors are significantly related to hedonic shopping value. Both utilitarian and hedonic shopping values significantly influence consumers’ OGB intentions. For a successful OGB strategy, Internet marketers and site operators should emphasize the utilitarian shopping value of price saving and selection and introduce the hedonic shopping values of promotions and sensory experiences. This study provides a link between two streams of prior research – that is, consumer characteristics and shopping values. Furthermore, it validates an empirical model whose results can help business practitioners make better-informed marketing management decisions for OGB and help academics and consumers better understand OGB behavior.     

A new theoretical framework of shopping motives and channel preference behaviour in the digital era

The unprecedented dissemination of digital technology has changed people's psychology including their shopping behaviour in the last two decades. Smartphone led digital applications and advancements have disrupted consumers' shopping processes, purchase decisions, and priorities as well as increased their exposure, aspirations and expectations inevitably. Therefore, it is imperative to examine the relevance of various elements of shopping motives holistically. Therefore, the present study aims to develop a new theoretical framework based on significant elements of shopping motives for physical products in the digital technology era. For this purpose, an exploratory study, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) were used. EFA generated five latent factors by grouping 18 independent variables. CFA validated latent factor construct and measured model fit. SEM visualized the path analysis and portrayed the pattern of relations between latent factors into a single factor structural model (consumer shopping motives framework). Results show that consumers' shopping priorities are changing as 3 conventional variables (‘role-playing’, ‘status and authority’, and ‘pleasure of bargaining’) became obsolete and 3 new (‘anywhere and any-time shopping’, ‘safe and secure digital transaction’, and ‘unbiased reviews and ratings”) came into existence prominently. The format and perspective of ‘fun, entertainment and recreation’ ‘social interaction and communication’, and ‘exposure to new and latest trends' have been changing. Consumers are becoming more technology-dependent in their shopping processes and purchase decisions. The validation of the framework on channel preference behaviour revealed that consumers largely prefer offline channels for the fulfilment of risk-free and social sub-motives, and online channels for convenience sub-motive. Therefore, broad structural change and clarity, specification of priorities, a shift in the format and perspective of few elements of shopping motives, intrinsic passion for the use of digital technology and web service in the shopping journey, and simplification of antecedents for growing popularity of multi-channel shopping paradigm are the key novelty of this study.     

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.     

An Empirical Investigation of the Relationships between Ethical Beliefs, Ethical Ideology, Political Preference and Need for Closure

An analysis is presented of the relationships between consumers ethical beliefs, ethical ideology, Machiavellianism, political preference and the individual difference variable "need for closure". It is based on a representative survey of 286 Belgian respondents. Standard measurement tools of proven reliability and robustness are used to measure ethical beliefs (consumer ethics scale), ethical ideology (ethical positioning), Machiavellianism (Mach IV scale) and need for closure. The analysis finds the following. First, individuals with a high need for closure tend to have beliefs that are more ethical as regards possible consumer actions, and score higher on idealism and lower on Machiavellianism, than those with a low need for closure. Second, a correlation exists between political preference and ethical beliefs. Third, a significant relationship exists between ethical ideology and political preference for the two largest political parties. Fourth, individuals with a high and low need for closure have different political preferences for right-wing and left-wing parties.