Materialism,Status Consumption,and Market Involved Consumers

Materialism has by all accounts an important impact on many aspects of consumer behavior. The psychological mechanisms through which materialism influences behavior, however, are not well studied. This paper describes a study of the influence of materialism on shopping intensity and amount of spending that takes into account the mediating influences of three important consumer characteristics: status consumption, brand engagement in self‐concept, and market mavenism. The researchers fit a model of these relationships based on the Meta‐theoretic Model of Motivation (3M) model to data from a sample of 351 adult U.S. consumers. The model fit the data well, and the results showed that indeed, status consumption, brand engagement, and market mavenism mediate at least partially the influence of materialism on shopping and spending.     

Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers” “browsers” and “non-internet shoppers”

We empirically study and model how socio-demographic variables, attitudes and beliefs towards Internet shopping affect both the adoption decision and usage of the online shopping channel. Previous research on online shopping focuses on whether to adopt online shopping. This paper extends this research by delineating non-adopting individuals into non-browsing and browsing. Our results demonstrate that there is a fundamental behavioural difference between three forms of behaviour: that is, those that purchase online, those that browse online but then purchase in-store and those that do not shop online at all.     

An empirical analysis of online shopping adoption in Beijing,China

The Internet is a global communication medium that is increasingly being used worldwide as an innovative tool for marketing goods and services. At the end of 2010, Internet users in China reached 420 million. However, online shopping in China is not widely practiced and organisations investing in B2C online shopping need to understand the factors that affect Chinese consumers′ online buying behaviour. This research develops a theoretical research model as a framework to identify the key decision factors influencing Chinese consumers′ to shop, or not to shop online. A self-administered questionnaire was used to gather information from 435 respondents in Beijing, China. The empirical analysis identifies and ranks seven important decision factors: perceived risk, consumer resources, service quality, subjective norms, product variety, convenience, and website factors. All of these decision factors impact on Chinese consumers′ adoption of online shopping. Moreover, managerial implications and recommendations are also presented.     

Exploring the determinants of the frugal shopper

Frugality reflects the degree to which one is both restrained in acquiring and resourceful in using products. It offers a vision of sustainable consumption slowing down the process of environmental harm. A number of antecedents to frugal shopping behaviour were investigated. Using a sample of experienced shoppers from Australia, market mavenism, shopping antipathy and age were found to be positively associated with frugality. By contrast, recreational shopping, intrinsic religiosity and social class were not significantly associated with frugality. These findings provide some insight into how frugal behaviour can be encouraged by governments and embraced by retailers.     

Motivators of market mavenism in the retail environment

This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour.     

Consumer socialization process: The role of age in children's online shopping behavior

The aims of this research are to develop an understanding of children perception of online shopping and to explore the extent of its adoption within the retail sector. This study also endeavors to investigate the role of age in the development of children's perceptions of online purchase. Semi-structured interviews were conducted with 35 children aged 8–15 years old, and 28 parents in Australia. Template analysis was carried out to analyse the data. The results show that children aged 8–11 and aged 12–15 were different in their behavior and perceptions of online shopping. The results from the interviews suggest that the level of children's online shopping varies and is influenced by many factors, such as age, parental guidance, social networks, and peer influence. The gap in the knowledge of cyberspace also resulted in the reverse-socialization and granted more power for children. In addition, social media have become an emerging influential socialization agent strengthened by early use of the Internet. In terms of the originality, the study provides empirical evidence relating to children's perceptions and behavior in the online environment as consumers, which remain under-researched in the marketing literature. Moreover, the role of children’s age was incorporated in the study, allowing more insights to be obtained.     

Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

The current study examined the relationship between Chinese consumers' personal value orientations and their Internet usage and online shopping behaviour. The study was based on responses from a sample of 1620 respondents in five cities in China. Based on Schwartz's value structure, four value orientations were identified and named as ‘openness to change orientation’, ‘self‐enhancement orientation’, ‘conservation orientation’ and ‘self‐transcendence orientation.’ Logistic regression analysis was used to investigate the relationship between respondents' demographics, socio‐economic characteristics, value orientations and their Internet usage and online shopping behaviour. Also, a structural equation modelling analysis was employed. ‘Openness to change orientation’ and ‘self‐enhancement orientation’ were found to have direct or indirect positive effect on respondents' online shopping behaviour; whereas ‘conservation orientation’ and ‘self‐transcendence orientation’ were not significant in the equation estimation.     

Determinants of Online Shopping Influencing Thai Consumer’s Buying Choices

With the ease and availability of high-speed Internet service, online shopping is increasing rapidly. Consumers are moving to more intensive use of the Internet as the technology becomes more accessible, the availability of information increases, and the ability to interact through the Internet evolves. The success of online businesses relies heavily upon its ability to attract customers to complete purchase transactions on their websites. Even though the number of people who use the Internet every day and visit various shopping sites increases daily, it is interesting to note that quite a few of them still hesitate to purchase online. This study intends to examine what factors play a crucial role in encouraging or discouraging consumers in Thailand from shopping online. The findings from this study should help online businesses better understand the mindset of Thai consumers and find ways to improve websites in order to attract more customers.     

The perils of selling online: Manufacturer competition, channel conflict, and consumer preferences

Internet channels have grown rapidly in recent years due to advances in information technology. However, many leading manufacturers opt not to sell online. In this paper, we construct a theoretical model with competing manufacturers and an active retailer to explain this market phenomenon. We document the possibility of asymmetric channel structure despite the ex ante symmetry between the manufacturers. Moreover, the increasing prominence of online shopping behaviors does not necessarily lead to the increased adoption of Internet channels. The prevalence of dual-channel strategies can be regarded as a form of prisoners’ dilemma, and the manufacturers may intentionally intensify the product or channel substitution to escape from this undesirable outcome. We explain how demand expansion and competition mitigation drive these unintended consequences and provide some general guidelines for the managerial choice of channel structures.     

Determinants of online shopping: Examination of an early-stage online market

A conceptual framework intended to predict the number of online purchases made by Internet users in an early stage market is presented and examined using data collected in Israel. Those more likely to report buying online saw low costs and substantial benefits associated with e-shopping. They were experienced Internet users who valued online information searching. They were also more likely to shop over the phone, but did not especially like to go shopping. Finally, they tended to be the primary purchaser in the household. Our framework enhances understanding of the factors affecting consumers' online shopping behaviour, aides in profiling typical electronic shoppers, and may help practitioners develop more personalized marketing programs to increase e-commerce sales. Copyright © 2009 ASAC. Published by John Wiley & Sons, Ltd.     

Exploring the Impact of Cultural Value Orientations on Market Mavenism and Opinion Leadership

Market mavens and opinion leaders are two key types of consumer influentials. The focus of this research is to extend their predictor characteristics by drawing on the four-way horizontal and vertical individualism-collectivism typology. The theoretical and practical contributions of this study are established by the findings based on the survey data collected from 313 online consumer panelists in the United States. Market mavenism and opinion leadership were independent yet moderately related concepts. Vertical individualism and horizontal collectivism were significant predictors of both market mavenism and opinion leadership while horizontal individualism affected only market mavenism. Vertical collectivism did not predict either type of consumer influentials. Interaction with service employees moderated the relationships between horizontal collectivism and market mavenism and between vertical individualism and opinion leadership.     

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.     

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.     

Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification

This research investigated a modified-technology acceptance model (TAM) with two added antecedents (e.g., information search motivation and perceived risk) to examine whether online shopping channels would be adopted by college students, the main target market of university-licensed products (ULP). Moreover, this study tried to adopt the social identity theory to fit a modified TAM model to explain the role of identification with a university on the attitude toward shopping for collegiate products. This research surveyed college students from two large Midwestern universities and utilized structural equation modeling (SEM) to test the hypotheses in a conceptual framework. As expected from previous TAM research, two specific behavioral attributes explained students’ adoption of online channels. Moreover, the results showed that both information search motivation and perceived risk have significant positive effects on attitude toward shopping via online channels. Specifically, the students who have strong information search motivation from concerns about online shopping had a higher level of online channel purchase intention. In addition, the attitude toward ULP online shopping formed by the antecedents gave a different level of purchase intention about the multiple distribution channels. The results suggest that retailers in the ULP industry should build efficient multi-channel strategies by adopting online channels.     

Shopping motives,store attributes and shopping enjoyment among Malaysian youth

Youth shoppers are an emerging age group that is recognized as a meaningful market segment, yet there is lack of extant shopping enjoyment research explicit to the cohort especially in Malaysia context. This study endeavors to measure shoppers' shopping enjoyment and to explore the effect of both internal and external factors in influencing their shopping enjoyment levels. Shopping motives as the internal contributor is personal-specific while store attributes serve as the external aspect is regarded as situational-specific. By employing hierarchical multiple regression analysis, it was found that anticipated utility dimension from shopping motive variable and enhancement dimension from store attribute variable explained the variance in shopping enjoyment. Narrowing to the two variables identified, anticipated utility (β=0.198) from shopping motives was having more influential power than enhancement derived from store attributes (β=0.163) in explaining shopping enjoyment. The findings assist retailers in enhancing the perceived value of customers.     

Consumers’ perception of store image of joint venture shopping centres: first-tier versus second-tier cities in China

Studies on consumer behaviour and the modelling of attributes representing store image of shopping centres in the context of a developed country have been the focus of many researchers. In contrast, although China has the largest consumer market in the world, the consumer behaviour and consumption psychology of this enormous market remain relatively unknown due to a previously “close-door” policy as well as a high degree of government intervention within the retail sector. This paper discusses the unique nature and development of the retail industry in China, and formulates a model to represent the store image of joint venture shopping centres, which are the only approved form of direct foreign investment into China's retail sector. Research on store image of shopping centres in the west as well as in China has been applied in the formulation of the model, which consists of 21 attributes. The relative importance of these 21 shopping centre image attributes is subsequently analysed between consumers in a first-tier and a second-tier city in China. By being the first of its kind to reflect on China's retail market and its joint venture shopping centres, and to compare the consumer behaviour within different levels of cities in China, this paper provides both researchers and retailers with a better insight and understanding into the psychology of Chinese consumers, and the retailing business in China.     

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.     

消费者网上购物心理分析及对策研究

互联网技术的发展,电子商务的兴起,网上购物已经慢慢融入到人们的生活当中。网上购物存在的几大优势满足了消费者的心理变化需求,但网上购物也存在一些不足,从而给消费者带来心理障碍。为了消除这些障碍,需要政府完善相关法律体系和社会信用体系,相关的中介机构尽快建立有权威的电子商务认证中心,引入第四方物流,提高配送效率。企业采取努力提供个性化的产品和服务,丰富网上购物方式,提高企业和产品信誉度等措施来解决。