The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth

Shopping on social media (SM) is more popular now than ever. SM enables interactive communication among users and provides great opportunities for marketers and advertisers to reach out to consumers. While SM has potential as a marketing platform, not much is known whether consumers perceive benefits of SM as a shopping platform and how such perceived benefits can drive their shopping activity on SM. The purpose of this study is to examine the relationship between consumers’ multi-dimensional perceived SM benefits, their commitment to SM, the actual usage of SM for shopping purposes, and their willingness to spread positive comments about their shopping experience on SM. Results of an online survey (N = 325) successfully confirmed the proposed model: consumers perceive functional, experiential, and/or symbolic benefits from using SM, show calculative, affective, and/or normative commitments, use SM for shopping purposes, and engage in generating positive electronic word-of-mouth. This research contributes to the literature by revisiting SM as an emerging shopping platform and empirically validating the conceptual model that lays out the motivational processes underlying shopping via SM.     

How second-generation consumers choose where to shop: A cross-cultural semiotic analysis

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic consumers make decisions about where to shop for cosmetics. The key results reveal the identity dimensions of shopping behaviour that retail stores wanting to target second-generation ethnic consumers must take into consideration.     

Leveraging the co-evolution of offline and online video games: an empirical study

Considerable research has been carried out on online shopping and the implications of this purchasing format for consumers and retailers. Most of these studies have focused on consumer attitudes towards online shopping, and how these can be useful predictors of online shopping adoption. Notwithstanding these insights from adoption theory, existing research has yet to distil the most effective means of understanding consumers’ attitudes towards online video game purchases. Based on a qualitative study, our study contributes to literature on adoption theory by presenting some explanations involving online video games purchases by identifying salient perceptions of online and offline motivations and advances ideas on the facilitating role of incentives in making purchase decisions.     

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.     

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.     

Consumer Decision Making on the Web: A Theoretical Analysis and Research Guidelines

Recent empirical data on online shopping suggests that consumers have the potential to make better quality decisions while shopping on the web. But whether such potential is being realized by most consumers is an unresolved matter. Hence, the purpose of this research is to understand how (1) certain features of electronic environments have a favorable effect on the abilities of consumers to make better decisions, and (2) identify information‐processing strategies that would enable consumers to make better quality decisions while shopping online. A cross‐disciplinary theoretical analysis based on constructs drawn from economics (e.g., time costs), computing (e.g., recommendation agents), and psychology (e.g., decision strategies) is conducted to identify factors that potentially influence decision quality in electronic environments. The research is important from a theoretical standpoint because it examines an important aspect of online consumer decision making, namely, the impact of the electronic environment on the capabilities of consumers. It is important from both a managerial and public policy standpoint because the ability of shoppers to make better quality decisions while shopping online is directly related to improving market efficiency and enhancing consumer welfare in electronic markets.     

Consumer innovativeness: Impact on expectations,perceptions, and choice among retail formats

Individual differences in innovativeness may drive consumer expectations and perceptions regarding retail environments, influencing preferences for particular store formats. This research investigates the impact of consumer innovativeness on expectations for, and perceptions of, service design elements, including employee performance, process design, design of physical evidence, and reliability of the shopping experience. Findings indicate that the majority of consumers expect high performance along all dimensions and dislike surprising stores, specifically those they perceive as risky. Moreover, innovative consumers expect even higher levels of store attributes and in fact perceive stores differently than do less innovative consumers.     

Conflicting attitudes and scepticism towards online shopping: the role of experience

Researchers typically study how levels of risk perception about online shopping affect whether and how consumers use the channel to buy products. In this paper, we propose to study how different types of attitudes towards online shopping are formed when consumers consider both the benefit and the risk of using the Internet to do their shopping. We consider the possibility that general types of attitudes are formed when consumers' perception of the risk and the benefit of using online shopping conflict. We pay particular attention to the concept of online shopping scepticism where consumers may fully realize the benefit of using the Internet to do their shopping, but also express a certain level of concern about the risk of using that channel. In the risk literature, researchers have shown that experience and increased exposure to a particular technology usually involves the accumulation of more and better knowledge that in turn may lead to a reduction in the perception of the risks involved. In this research, we also explore the role of experience in the context of consumers' intention to use online shopping. More specifically, we postulate that online shopping experience has a direct effect as well as an indirect effect on the intention to use online shopping. Experience with online shopping directly increases the consumer's intention to use the Internet to buy products but it also reduces the degree of scepticism and risk aversion, and that in turn, also increases the intention to use online shopping.     

A comparison of online and offline gender and goal directed shopping online

The aim of this paper is to model the effect of the consumers’ perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We hypothesise that when consumers shop online, their behaviour is mediated by two gendered behaviours, namely offline and online. To test this hypothesis, 515 usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across five product categories. Our findings show that the effect of a consumer's perception of their gendered behaviour offline vs. online on online utilitarian shopping motivation and purchase intentions is significantly different. In particular we found that utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (online) overall: strongly for females but not for males. Conversely, utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (offline) for males but not overall and for females.     

Combining channels to make smart purchases: The role of webrooming and showrooming

In this study, the authors analyse the influence of specific combinations of online and physical channels (webrooming and showrooming) on the customer experience, specifically, on smart shopping perceptions and feelings. Taking into account that cross-channel consumers are driven by different motivations, the influence of shopping motivations is controlled. The results of an experiment in the fashion industry show that webroomers have greater perceptions of time/effort savings and of making the right purchase, and greater smart shopping feelings, than showroomers. Furthermore, webrooming leads to higher personal attribution than showrooming, meaning that consumers feel responsible and in control of their purchase outcomes. Personal attribution then mediates the impact of webrooming on smart shopping feelings. Although companies may have difficulties in tracking consumers’ use of online and offline channels, their enhanced control over the process may improve their experience through smart shopping perceptions and feelings.     

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.     

Retail Value-Based Pricing Strategies: New Times,New Technologies,New Consumers

The global marketplace is continually shaped by changing realities, including the recent economic downturn and ever-increasing adoption of new technologies. The results of these changing realities affect every element of consumers’ shopping behavior, as well as their value perceptions. This article examines how recent changes in the environment and technology have spurred changes in how consumers perceive value, as well as in how retailers communicate their value offers. Furthermore, this introductory article highlights how the 14 contributions in this special issue of the Journal of Retailing on pricing relate to these areas of change.     

Are 1-endings the new 9-endings? An alternative for generating price discount perceptions

Although extant literature confirms the efficacy of 9-endings, how consumers perceive multi-digit prices with repeating identical ending digits such as $1999 is less clear. Research indicates that consumers tend to truncate 9-ending prices and associate them with discounts. Five experiments demonstrate, however, that consumers are likely to perceive multi-digit prices with 1-endings (e.g., $2111) as being more on a discount than prices with 9-endings (e.g., $1999). Moreover, a year-long field study shows that 1-ending (vs. 9-ending) prices receive more click-through rates when presented in online ads. These novel findings inform retailers on how they can generate higher discount perceptions by using 1-endings rather than 9-endings in multi-digit prices.     

The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts

In this article, we examine the role of several consumers’ cognitive and psychographic traits in their perceptions of retailers’ deceptive practices (perceived deception) and the different effects on perceived deception associated with online vis-à-vis in-store shopping. Building on theoretical models of persuasion in consumer behavior, we hypothesize that the antecedents of perceived deception in traditional settings are the same as those on the Internet, while the intensity of the impact of these antecedents differs between the online and the offline environment. Results suggest that the effects of individual’s cognitive traits (Internet-based information search and perceived Internet usefulness) and risk aversion on perceived deception are more relevant when consumers shop online than when they purchase from traditional stores. Conversely, psychographic traits (shopping enjoyment and materialism) play a more important role in explaining perceived deception in the traditional shopping context as compared to the online channel. Several theoretical and managerial implications are derived from these findings.     

In‐store shopping hassles: Conceptualization and classification

A positive shopping experience provides retailers with a competitive advantage. However, retail environments pose numerous hassles that may negatively affect consumer experiences. Integrating perspectives from attribution theory and expectation theory, we examine the concept of shopping hassle and how it differs from that of retail service failure. Furthermore, we utilize qualitative approaches to explore what shopping episodes consumers perceive as hassles. Conducting semi‐structured in‐depth interviews in Study 1, we develop a classification framework of in‐store shopping hassles. In Study 2, we use a critical incident technique approach to gain a further understanding of types of shopping hassle.     

Comfort in brick and mortar shopping experiences: Examining antecedents and consequences of comfortable retail experiences

This paper explores the comfort construct in brick and mortar retail settings. As a psychological construct, consumer comfort reflects a sense of ease and peace of mind during a shopping experience. Previous research suggests comfort carries a number of positive consequences for managers, such as strengthening customer relationships and increasing customer satisfaction (Gaur and Xu, 2009). However, these studies take a more interpersonal relationship theory approach and have not considered the impact of non-social aspects of retail environments on consumers' comfort. Moreover, these extant studies have not considered how comfortable environments create value for consumers. Consequently, this study examines how atmospheric elements contribute to creating consumer comfort, and how comfort impacts consumers' perceptions of shopping value. Findings from survey data demonstrate that not all atmospheric elements influence consumers' comfort levels. Moreover, comfortable environments were found to increase both utilitarian value and hedonic value. The implications of the findings for academics and managers are discussed.     

Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach

The way consumers make decisions across online and offline channels according to their perceptions of retailers׳ marketing practices is not well understood in the current literature. A few empirical studies have examined consumer decision-making styles (CDMS) and marketing practice among online and shopping mall consumers. This research endeavors to understand CDMS as market segments on the perception of marketing practice across retail channels. A total of 315 online and paper–pencil-questionnaires were collected to conduct the statistical analysis for the measurement and structural model using the partial least squares (PLS) path modeling approach, a structural equation modeling (SEM) technique. Six consumers׳ characteristics–perfectionist, brand consciousness, price conscious, fashion conscious, recreational and impulsive shoppers–were assessed in respect of retail products, price, advertising and retailing across-channels. The study contributes to retailing management by enabling it to implement effective retail segmentation and cross-channel strategy according to CDMS. The study limitations and implications are discussed.     

“I Love the Value From Shopping at Mass Merchants!” Consequences of Multichannel Shopping Value

The importance of consumer value-driven strategies is highlighted in the marketplace, especially with economic stagnation. The aim of this study is to shed light on the mechanisms underlying consumers’ value perception of, satisfaction with, and loyalty intentions toward shopping at mass merchants in a multichannel retail environment by using their shopping orientations as predictors. Findings based on a national sample online survey of 1,411 U.S. consumers revealed that multidimensional consumers’ shopping value perceptions regarding shopping at multichannel mass merchants had significant and positive effects on their consumer satisfaction with and loyalty intentions toward shopping at the multichannel mass merchants.     

The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs

Journal of Business Ethics - This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions...     

电子商务环境对消费者传统购物行为的影响

网上购物的出现对传统购物产生了各种各样的影响,本文通过对大学生网上购物行为的问卷调查,采用统计分析的方法,研究了电子商业条件下网上购物对传统购物的影响因素。研究发现网上购物的时间效率、商品信息与商品价格、商品种类、物流配送和支付情况,对消费者购物行为产生了较大影响。