Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check

The objective of this study was to examine affecting factors that influence Indian consumers׳ attitude toward retailers and purchase intention from the retailers. A questionnaire was used to collect data using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modelling (n=355) was used to examine the impact of affecting factors on consumers׳ attitude toward retailers and the impact of consumers׳ attitude toward retailers on purchase intention. Results indicated that the factors namely self-congruity, retailer awareness, retailer associations and retailer perceived quality have significant positive impacts on consumer׳s attitude toward retailers. The results also indicated that consumers׳ attitude toward retailers positively influences purchase intention. Arguably, this paper was the first to explore such linkages between the affecting factors that influence consumers׳ attitude toward retailers and purchase intention in Indian context.     

Shopping values of clothing retailers perceived by consumers of different social classes

With the advent of diverse forms of retailing, competition among retailers is becoming more intense. Due to this phenomenon, retailers now require marketing strategies that can differentiate themselves from other retailers. However, there is a lack of research on what kind of shopping values consumers perceive from the retailers they visit. This paper analyzes dimensions of shopping values consumers perceive and variations in perceived shopping values according to the types of clothing retailers, be it a department store, discount store, or internet shopping mall. More specifically, the paper analyzes the moderating effect of consumers’ different social class in perceiving the shopping values of each retailer. The results show that shopping value consists of five major constructs: experiential, diversional, reliable, efficient, and self-expressive shopping values. We also found that consumers perceive more experiential, diversional, and reliable shopping values in department stores and internet shopping malls than in discount stores, and self-expressive shopping value is highly perceived in department stores. However, consumers’ social class can moderate the perception of shopping values for department stores and internet shopping malls, but not for discount stores. Discount store shopping is likely to provide consistent shopping values to consumers of all classes. Based on these findings, managerial implications are then presented.     

The relationships among family and social interaction,loneliness, mall shopping motivation,and mall spending of older consumers

The study implemented 419 mall‐intercept interviews with people who are 55 or older in large malls in three metropolitan cities in the United States. The five subdimensions of mall‐shopping motivation of older consumers were identified under two dimensions: Consumption‐oriented mall‐shopping motivation (service consumption, value consumption, and eating) and experiential mall‐shopping motivation (diversion and aesthetic appreciation). The structural model revealed significant effects of social interaction, loneliness, and mall‐shopping motivations on mall spending. Outcomes suggest that a mall can be a place to reduce older consumers' loneliness and that retailers in the mall can attract and make older consumers spend more by emphasizing value consumption and service consumption. Results also provide the implication for mall developers that providing more experiential features and events in malls may attract more older consumers. © 2005 Wiley Periodicals, Inc.     

Effect of the use of social media in trust,loyalty and purchase intention in physical stores

This research evaluates the effect of the use of social media on consumer trust, loyalty and purchase intention in physical stores. We used six constructs in a structural model: a consumer’s use of social media, company-generated communication in social media, user-generated communication on social media, trust, loyalty and purchase intention. We considered 406 valid respondents in the analysis. The results suggest that the use of social media, company and user-generated communication positively affects trust of the physical store. Trust, in turn, has a direct positive effect on consumer loyalty to the store, and both trust and loyalty have positive impacts on a consumer’s purchase intention. We note the impact of the use of social media on purchase intention in physical stores, through the building of trust and loyalty with the store, as a fundamental element in the definition and implementation of a successful marketing strategy by high street retailers.     

E-tailer׳s return policy,consumer׳s perception of return policy fairness and purchase intention

While e-commerce is growing, returns are proving to be a major problem for e-tailers (i.e. internet retailers). We argue that e-tailers׳ return policies play a strategic influence on consumer behavior. Specifically, we focus on the effect of return depth - full return policy (FRP) vs. partial return policy (PRP) – on consumer׳s perceived fairness of return policy and purchase intention. Using a structural equation model (SEM), we empirically show that an e-tailer׳s return depth has a positive influence on the consumer׳s perceived fairness of the return policy and purchase intention. Further, e-tailer׳ competition and its reputation significantly moderate the relationships between the return policy depth and the perception of the return policy׳s fairness and purchase intention. Finally, we discuss the theoretical and managerial implications of our results.     

Beyond buying: Motivations behind consumers' online shopping cart use

The authors investigate consumers' motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals other powerful utilitarian and hedonic motivations that explain the frequency of consumers' online cart use. Beyond current purchase intentions, the investigated reasons for why consumers place items in their carts include: securing online price promotions, obtaining more information on certain products, organizing shopping items, and entertainment. Based on empirical findings, the authors offer managerial suggestions for enhancing online shopping-to-buying conversion rates.     

Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses

Understanding consumers’ behavioural responses is crucial to improve the usage of augmented reality (AR) by retailers. Both in the online and offline retail market, AR enhances consumers’ shopping experiences by offering them enjoyable and immersive information about products and services. This paper explores consumers' behavioural responses by measuring the role played by product involvement in affecting the AR flow experience. To this end, the study employs a quantitative approach based on data collected from August to September 2022. Results show that consumers' involvement with products affects their AR flow experience, along with their behavioural intentions in terms of purchase intention and intention to visit the retailer’s website and recommend or share the experience. In addition, the latter two variables mediate the relationship between the AR flow experience and loyalty, showing interesting insights on high-body-involvement products. The paper ends by highlighting the main theoretical and managerial implications of these results, along with the scope for further research.     

Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social media use, followed by informativeness, usefulness and finally, irritation. Consumers’ attitude toward a brand's social media strongly influences consumer loyalty, awareness and purchase intention. The findings of this research provide some insights into the impact of different features of social media which will be useful for practitioners and academics interested in social media.     

The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions

This study attempts to understand the moderating roles of in-store marketing by incorporating the effects of shopping motivations on repatronage and word-of-mouth intentions in the context of fashion apparel by applying theories related to self-determination and social impact. Structural equation modeling using data collected from young adult fashion apparel shoppers in Thailand reveals positive effects of shopping motivations. The utilitarian shopping motivation shows a greater effect in predicting loyalty intentions than hedonistic shopping motivation. In-store marketing is shown to have a moderating effect on loyalty intentions, although the influence of each moderator on the investigated direct effects varies. The findings can prove helpful to fashion apparel retailers in developing effective advertising and promotional strategies that correspond to the specific needs of the shoppers to promote store loyalty intentions.     

Enhancing the role of flow experience in social media usage and its impact on shopping

Online retailers are eager to find the answers to the following questions: How relevant is SNS usage to consumer shopping decisions? Is the information shared on SNS likely to influence users’ shopping decisions? This study is designed to answer these questions via essential factors based on flow theory and TAM. The moderating effects of some social factors were also explored. The data was collected from U.S SNS users, and SEM was performed and a research model estimated. The findings reveal that flow experience of SNS usage for shopping, perceived ease of use of SNS, and perceived usefulness of information shared on SNS exert positive and significant effects on consumer intention to shop on SNS. Particularly, flow experience directly and positively determines shopping intention and shares positive and significant impacts with TAM. Furthermore, the perceived usefulness is highly important relative to the perceived ease of use. Social identity, group norm, and social influence also positively moderate the links between flow experience, TAM, and SNS usage intention for shopping. Very few theoretical studies have discussed SNS usage behavior for shopping based on flow theory or validated its relationship with TAM in the SNS shopping context. A validated model of consumers’ actual usage of SNS for shopping proves that experience drives the success of social commerce. The findings provide current information and important aspects to firms that operate SNS commerce, allowing them to adjust their marketing strategies to serve consumers better.     

Retailing to the “grey pound”: Understanding the food shopping habits and preferences of consumers over 50 in Scotland

The number of older people is growing globally and therefore there is an implication for providing products and services to facilitate access to nutritious food, considered fundamental for maintaining health and independence. Historically, older consumers have been unattractive to marketers, however improved finances and lifestyles indicate the “grey pound” has the potential to become lucrative. This exploratory research seeks to identify the current expectation of Scottish older consumers in relation to the products and services available in the supermarket and food retailers. A questionnaire was distributed to participants aged over 50 years in Scotland to voice the opinion of the older consumer in relation to shopping experience and availability of product. The results support previous research indicating the improved lifestyles of older consumers, demonstrating that previous perceptions of older people as impoverished and immobile are not representative of this group. This study contributes to the demand for more information on older consumers׳ food shopping habits and preference in Scotland. It attempts to provide useful recommendations for supermarkets and food retailers in fulfilling the needs of this rising consumer segment. This research concludes that supermarkets could improve access to both products and services to meet the demand from this growing segment of society, through better understanding of their requirements in terms of customer service, shopping experience, product size, price, access and mobility.     

Should new online stores invest in social presence elements? The effect of social presence on initial trust formation

Online shopping has become increasingly popular in business development and the number of new online stores is ever increasing. Many of these online stores, however, fail. Research has indicated that one of the biggest reasons why these online stores fail is because of consumers׳ lack of trust. One solution that has been proposed is for online retailers to increase their level of social presence.This study investigates the impact of social presence, in its extreme form of online chat boxes, on initial trust formation for an online retailer. An experimental design was used and a structural equation model is tested using PLS-SEM (partial least square based structural equation modeling). Social presence was found to not only influence initial trust in the website, but also participants׳ enjoyment and perceived usefulness of the site. Therefore even though managers might think that there is no ROI in their investment in social presence, it still has a notable impact on consumers׳ perception of an online retailer they have not seen or used before. This is especially relevant to new online stores.     

The mobile shopping revolution: Redefining the consumer decision process

The use of mobile devices by consumers and the accompanying response by retailers is rapidly revolutionizing the retail environment. In the past, retailers have focused primarily on the outcome (to purchase or not to purchase) of the consumer decision process, but now mobile technologies give retailers the opportunity to more actively influence the entire consumer decision-making processes. The increasing use of mobile devices by consumers makes shopping a continuous rather than discrete activity that requires retailers to engage with their customers at critical touch points of the decision process in order to provide a more customer-centric experience. This change in focus from the decision outcome to the decision process signifies an important paradigm shift for the retailing industry. After an extensive review of the literature, we identify four pillars that form the foundation for the mobile shopping revolution and represent the essential ways and means through which retailers can engage with consumers during the decision process. We also discuss the different areas in which the pillars can enable retailers to achieve a sustainable competitive advantage in the mobile shopping era.     

Promises,Promises: How Consumers Respond to Warranties in Internet Retailing

Past studies have shown that perceived risk is a critical determinant of purchase intention in non–store retailing contexts, including Internet retailing. Extant literature in physical retailing suggests that warranties can be a significant variable in reducing consumers’ perceived risk. We examine the role of Web site warranties in risk reduction and how warranty information interacts with retailer reputation and brand name as two other risk relievers in an online shopping environment. Results suggest that warranties can make a positive difference for online retailers with strong reputations with respect to perceived risk, perceived product quality, and purchase intentions. However, consumers are less influenced by warranty information when dealing with online retailers with weak reputations. For the other extrinsic cue, however, we find that warranty information does not have an effect when dealing with brand names, suggesting that a brand name’s impact on online risk reduction remains regardless of the presence of warranty information.     

Examining shopping mall consumer decision-making styles,satisfaction and purchase intention

Understanding consumer decision-making (CDM) styles is essential for market segmentation, positioning and crafting marketing strategies within a market. Few studies have examined the structural relationship among decision-making styles that consumers exhibit during mall shopping, level of satisfaction and purchase intention. The purpose of this study was to examine CDM styles as the antecedents and predictors of level of satisfaction and purchase intention. Based on the Consumer Styles Inventory, eight CDM styles that individual exhibit during shopping mall activities are proposed in terms of utilitarian and hedonic perspectives. We hypothesize these eight CDM styles as a set of predictors of customer satisfaction and purchase intention. A total of 327 valid paper-and-pencil questionnaires were collected from several shopping malls in Kuala Lumpur, Malaysia. Partial least squares (PLS) path modelling approach, a structural equation modelling (PLS-SEM) technique was performed to test the proposed structural relationships. The empirical assessment supports that hedonic shopping styles consumers that exhibit high level of habitual, brand consciousness, fashion consciosness, recreational conscious style have lower levels of satisfaction and purchase intention during mall shopping while novelty and fashion conscious style consumers have lower level of satisfaction but do not unveil lower purchase intention. Utilitarian shopping styles consumers that exhibit high level of price conscious, confused by overchoice and high-quality conscious style have higher levels of satisfaction while impulsive/careless shoppers do not; and while price conscious, impulsive/careless, confused by overchoice consumers have higher levels of purchase intention but the high-quality conscious consumers do not unveil higher purchase intention. Further, there is a positive relationship between satisfaction and purchase intention. The practical and managerial implications are discussed.     

Consumers' attitudes and intentions toward Internet-enabled TV shopping

An increasing number of households are equipped with Internet-enabled televisions (IETVs) that yield opportunities for online activities. This research contributes by investigating the motivational factors of consumers’ attitudes and intentions toward IETV shopping. A quasi-experimental study in the environmental context of a living room was designed to explore IETV shopping behavior. Findings indicate that utilitarian motivations are determined by characteristics of technology and hedonic motivations from the physical environment. Attitudes toward IETV shopping are primarily influenced by hedonic shopping motivations. Conclusions suggest that by providing an IETV shopping app, retailers would make online shopping more enjoyable and comfortable for consumers.     

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.     

The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19

The COVID-19 pandemic has disrupted the customers habits of purchasing as well as shopping behaviours. This study seeks to develop an integrated model of the critical role of trust and privacy concerns in influencing consumers purchase behaviour through social media. It also explored the moderating role of COVID-19 on these relationships. Quantitative data were collected using survey strategy through questionnaires to address different levels of the study. Our proposed model was tested with 1,200 consumers, 600 prior to COVID-19 and 600 during COVID-19. Partial Least Squares Structural Equation Modelling was conducted to assess the hypotheses. The findings revealed that purchase intention depends on trust and privacy concerns. Information quality, security concerns, ease of use, privacy/security assurance seal, and disposition to third party certification are the main drivers of trust and privacy concerns. Furthermore, our proposed model during COVID-19 period has higher explanator power (R2 = 0.741) than before COVID-19 period (R2 = 0.603 and consumers buying behaviour has been increased during COVID-19. The results offer important implications for retailers and are likely to stimulate further research in the area of purchase behaviour through social media.     

Shopping Orientation and Mindsets: How Motivation Influences Consumer Information Processing During Shopping

This research examines the cognitive procedures that underlie experiential versus task‐focused shopping orientations. The authors propose that consumers with a task‐focused shopping orientation and consumers with an experiential shopping orientation apply different cognitive procedures during shopping. Studies 1, 2, and 3 show that consumers with a task‐focused shopping orientation are more likely to activate the cognitive procedures of an implemental mindset, whereas consumers with an experiential shopping orientation are more likely to activate the cognitive procedures of a deliberative mindset. Study 4 demonstrates a fit effect between activated cognitive procedures and shopping orientation. Activating a mindset that matches the shopping orientation increases the monetary value that consumers assign to a product. The studies extend previous research by linking shopping orientations to mindsets and by providing evidence for mindset fit. The findings suggest that marketers and retailers will benefit from addressing experiential and task‐focused shoppers via the mindsets that underlie their shopping orientation.     

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.