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.     

Consumer choice of retail shopping aids

This research investigates how consumer and product category attributes affect consumer interest in using various shopping aids. Research hypotheses were proposed based on a contingency framework of the relationship between consumer characteristics (i.e., purchase need, product knowledge, and brand preference heterogeneity) and shopping aid solutions (expanded selection, additional product information, personalization, and evaluative information). The findings demonstrated the importance of considering consumer characteristics when retailers design and provide shopping aids for consumers to facilitate purchase completion.     

Shopping value in online auctions: Their antecedents and outcomes

Online auctions present unique characteristics in the consumer decision-making process that raise new issues related to consumer shopping behaviors in auction-based purchases. The present research examined the relationship between consumer characteristics (i.e., compulsive buying behavior, variety-seeking tendency, and price sensitivity) and shopping value (i.e., utilitarian and hedonic) in online auctions and found that both compulsive buying behavior and variety-seeking tendency are critical factors of shopping value in the online auction environment. There were no positive relationships between price sensitivity and shopping value. The results of this study also revealed that consumers’ shopping value positively influenced their preference, which, in turn, formed behavioral intentions in online auctions. While utilitarian value was found to be a significant predictor of behavioral intentions, hedonic value was not. However, hedonic value influenced intentions indirectly through preference.     

Product classifications,consumer characteristics,and patronage preference for online auction

An important unanswered question in the area of Internet auctions is what dynamics influences consumer preferences for shopping on these online auctions. Two key aspects of studying what sells on the Internet auctions are (a) the characteristics of products to be purchased and (b) consumer characteristics. This research focuses on the relationship between product purchase preference, prior experience, and socioeconomic characteristics for the online auction participants. It uses product classification theory rooted in information economics and marketing. The study results are based on a US national sample of online auction participants. The findings suggest that product class affects online auction patronage, yet socioeconomic characteristics may not be as influential as once perceived. The online merchants can benefit from the inquiry to improve auctions for search, experience, and credence goods. The five key contributions of the findings add value to the theory and practice of consumer behavior.     

Outshopping Through the Internet: A Multicountry Investigation

ABSTRACT

From the viewpoint of trade leakage for local retailers, Internet shopping bears a similarity to traditional outshopping, in the tendency to shop outside the consumer's immediate shopping areas. Yet, the relationship between consumer outshopping?related characteristics and preference for Internet shopping has received little, if any, research attention. We investigate this relationship using survey data from consumers in three countries—the United States, India, and Korea. According to the results, consumer in-home shopping proneness and perception of time pressure are positively related to consumer preference for Internet shopping mode. In contrast, consumer support for local shopping and orientation toward time management are negatively related to Internet shopping preference. Other findings and managerial implications are also reported.     

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.     

什么样的评论更可信？心理模拟视角下在线评论类型对感知在线评论可信性的影响研究

在线评论及其可信性已成为消费者网购决策重要的依据。以往研究多关注在线评论自身属性对在线评论可信性的影响,忽视了消费者心理认知的作用。文章从消费者心理角度,结合爬虫数据和实验研究发现,消费者对搜索品属性型评论感知可信性更高,对体验品体验型评论感知可信性更高;心理模拟在感知在线评论可信性影响过程中具有中介作用,搜索品属性型评论通过结果模拟引发更高的感知评论可信性,体验品体验型评论则通过过程模拟引发更高的感知评论可信性。研究结论对网络购物平台及商家制定更精准的营销策略和评论管理机制有帮助。     

What Is the Right Delivery Option for You? Consumer Preferences for Delivery Attributes in Online Retailing

Nowadays, online retailers are offering a variety of delivery options consisting of varying combinations of delivery attributes. This study investigates how consumers value these delivery attributes (e.g., delivery speed, time slot, daytime/evening delivery, delivery date, and delivery fee) when selecting a delivery option for their online purchases. Mental accounting theory is used to frame the research and to suggest how mental accounts for money, time, and convenience influence consumer preferences for online delivery options. Specifically, the results of a conjoint analysis show that the most important attribute in shaping consumer preferences is the delivery fee, followed by nonprice delivery attributes. For individual attributes, significant differences are found in consumer preferences between gender and income groups. Cluster analysis reveals three consumer segments that show distinct preference structures: We identify a “price‐oriented,” a “time‐ and convenience‐oriented,” and a “value‐for‐money‐oriented” consumer segment. This study has practical implications for online retailers when implementing suitable delivery strategies and designing effective delivery options to maximize consumer satisfaction.     

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.     

Mobile shopping intensity: Consumer demographics and motivations

PurposeTo investigate how consumer demographics and motivations may influence their mobile shopping intensity.Design/methodology/approachAn online survey was developed to collect data using SurveyMonkey's online shopper panel. The final sample consisted of 937 mobile shoppers. Linear regression analysis was performed to test the hypotheses.FindingsConsumers' education and income levels significantly increase their number of mobile purchases, their frequency of purchases, and the amount of money spent on mobile purchases. Males have been found to spend more on mobile shopping than females, while younger people made more mobile purchases than older people. This study also identifies six types of motivations that drive consumers’ mobile shopping intensity, including convenience seeking, bargain hunting, enjoyment seeking, perceived usefulness, ease of use, and innovativeness.Research limitations/implicationsFuture research may examine additional motivational measures and situational factors and conduct cross-cultural studies.Practical implicationsFindings from this study can help businesses develop their mobile shopping strategies.Originality/valueThis is the first study to investigate how consumer demographics and motivations may influence their mobile shopping intensity.     

Hedonic and utilitarian use of user-generated content on online shopping websites

The Internet has made it possible for consumers to share reviews, opinions, and thoughts about products and services on online shopping websites. This user-generated content (UGC), which can be considered to be part of social commerce, is likely to influence other consumers’ attitudes toward a product and subsequent purchase intentions. The purpose of this study was to investigate two major uses of UGC: hedonic and utilitarian, and how they impact purchase intentions, along with users’ trust for different types of comments and reviews. Also investigated are associations between hedonic use, utilitarian use, and trust, with purchase behavior at online shopping websites. Results of this study will add to the domain knowledge related to marketing and how it impacts consumer psychology and behavior. From a practitioner perspective, marketers need to understand the impact of UGC so they can monitor this method of marketing communication as it can impact trust and purchase intentions.     

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.     

Online Purchase Paths and Conversion Dynamics across Multiple Websites

Low transportation costs online allow shoppers to visit multiple e-commerce sites for a purchase decision. This research investigates online shoppers’ visit and purchase behaviors across competing websites. To consider that shoppers’ longitudinal cross-site visit data may consist of several unobserved shopping episodes, we propose a modeling approach to probabilistically clustering and relating online visits to latent shopping episodes, based on the temporal patterns of the visit events. The inferences are then used to examine shoppers’ visit-to-purchase behavior across websites. Using Internet clickstream data on individual-level browsing and transaction records at major air travel sites, we find that online shoppers’ cross-site visit patterns tend to be clustered and the purchase propensity is significantly higher at later visits within a visit cluster, compared to earlier visits. As our results suggest the possibility that visit clusters can serve as a reasonable proxy for shopping episodes, we look further into shoppers’ website choice and purchase behaviors within a cluster. We discuss how the cluster-based analysis can help managers tailor online marketing and advertising strategies based on shoppers’ cross-site visit and purchase patterns.     

Online Repurchasing: The Role of Information Disclosure,Hope, and Goal Attainment

The emergence of online purchasing has changed the relationship between consumers and brands. Our research focuses on online information disclosure and consumer hope in an online shopping environment. Two studies are undertaken to test the theoretically derived hypotheses. Study 1 evaluates the causal relationship between information disclosure and hope via an experiment in an online shopping context. Study 2 involves an online survey to test the nomological network presented in this research. The models identify the moderating effect of consumer product knowledge on online information disclosure and consumer hope. For academics, this research advances knowledge of how consumers' confidence in sharing personal information develops hope, consequently enabling them to attain their goals and repeat their purchases. For practitioners, it offers a better understanding of how investments are successful in aiding consumers to attain their goals and generate repeat purchase intentions in an online shopping environment.     

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.     

The investigation on dimensions of e-satisfaction for online shoes retailing

Purpose—Online retailing has become a standard component in companies' multi-channel structure. This trend also involves an increasing number of experience attribute dominated products, which traditionally rely on brick-and-mortar retailers. These manufacturers have started to open their own online retail stores. This study identifies the key determinants of e-satisfaction at different stages of shoes online shopping process.Design/methodology/approach—We collect consumers' reviews about their online shopping experiences from online review websites. We use both qualitative and quantitative approaches to analyze the dataset, and investigate the complete process of consumers' e-tailing experiences.Findings—this research identifies the two key factors driving e-satisfaction of purchasing experience attribute dominated products online: product selection and customer service. In particular, our findings show that product selection is critical for e-satisfaction in the pre-purchase stage, and that customer service is more important in the post-purchase stage. Lastly, the study finds that manufacturers' websites often receive more negative reviews because of their poor service recovery strategies in the post-purchase period.Research limitations/implications—This study emphasizes the importance of adopting a dynamic approach by considering various stages of the consumer's online shopping experience. This study focuses on one specific experience good; the shoe industry.Practical implications—The results of this study are invaluable to firms interested in providing experience attribute dominated products online. Our findings indicate that product selection and especially post-purchase service are critical for a successful e-tailing.Originality/value—This paper emphasizes the importance of taking a dynamic view to investigate consumer's e-tailing experience. We adopt both qualitative and quantitative approaches in our study.     

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.     

Driving Goal-Directed and Experiential Online Shopping

Goal-directed and experiential online shopping are two general categories of consumer behavior on the Internet. Internet stores promoting online transactions may face challenges regarding how to satisfy distinct online shoppers. This study develops a dual-state of cognitive and affective reactions to online services and flow experiences to predict goal-directed and experiential online consumer behavior. This survey mailed 300 questionnaires to a random sample of volunteers with substantial online shopping experience. Of these, 150 samples were returned for data analysis. Empirical results from the survey indicate that the dual-state of online services is more appropriate for assessing goal-directed purchase intentions than for examining the willingness to purchase experientially. In contrast, the dual-state of flow experiences is better at assessing goal-directed purchase intentions and the willingness to purchase experientially. Finally, this study features implications for academics and practitioners.     

Online shopping continuance after COVID-19: A comparison of Canada,Germany and the United States

The COVID-19 pandemic brought about an increase in online shopping because of government-imposed restrictions and consumer anxiety over the potential health risk associated with in-store shopping. By end of 2021, many health concerns had been alleviated through efforts such as vaccinations and reductions in hospitalizations in certain countries. Some governments started to relax their restrictions and consumers started to return to in-store shopping, creating the possibility that the volume of online shopping would decrease once stores reopened. However, consumers may continue to shop online more than they did prior to the pandemic because of their experience during the lockdown. This study seeks to understand the factors that explain the potential of online shopping continuance. A novel model is constructed by extending ES-QUAL, and adding hedonic motivation, social shopping and health susceptibility as mediators. Empirical data is collected from Canada, Germany and the US. We find that convenience and efficiency, as well as security for some females, are important factors contributing to online shopping's perceived usefulness and, ultimately, intentions to continue shopping online. In addition, creating an enjoyable online shopping experience adds to these continuance intentions.