Customers on the web are not all created equal: the moderating role of internet shopping experience

Consumers' previous shopping experience has been found to be an important influence on future shopping intentions. Prior internet shopping experience, however, has been largely overlooked as a moderator of attitudes and online-retail outcomes. Specifically, key influences on online retail buying behavior such as site reputation, advertising likeability, site security and hedonic and utilitarian shopping values can be expected to have differential effects on intentions to repatronize an e-commerce website based on the level of internet shopping experience by prospective buyers. This study proposes and tests an integrated model in which level of prior internet shopping experience is treated as a moderator of relationships among attitudinal variables and repatronage intentions with the variable attitude toward the site as a mediator of buying intentions. Findings are consistent with the proposed model with an interesting exception. Perceptions of site security were in the opposite direction of the model prediction. Managerial and theoretical implications are provided for consideration.     

Discount Store Retailing in Korea

Abstract

This study examined the effects of consumers' internal shopping motives and external store attributes on excitement that shoppers may experience at discount stores in Korean markets and the mediating impact of excitement on selected behavior outcomes. Among three types of shopping motives (socialization, utilitarian and diversion), diversion significantly affected the level of excitement that shoppers experienced at the discount store. Store attributes of facility-related convenience and a neat, spacious atmosphere had an impact on shoppers' excitement at the discount stores. Excitement positively affected shoppers' satisfaction and repatronage intentions in discount store retailing in Korea. The empirical study results have major implications for multinational retailers as well as for future research in the area of international retailing.     

Influences of online store perception,shopping enjoyment,and shopping involvement on consumer patronage behavior towards an online retailer

Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment, shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment. Theoretical and managerial implications are discussed.     

Equity ownership and control of international joint ventures in the retail sector

Abstract

This study examines the relationships that exist between consumers' perceptions of a retail environment and their emotions, satisfaction and behavioural intentions with respect to that shopping setting. A model of these relationships is developed and then tested in two distinct retail settings—shopping centres and traditional retailing areas. The results show that, in general, positive perceptions of a retail environment have a positive influence on positive emotions, on repatronage intentions, and on the desire to remain longer in the shopping area in both retail settings. However, some interesting differences emerge between shopping centres and traditional retailing areas: (i) the internal environment has a stronger effect on emotions in shopping centres than in traditional retailing areas; and (ii) the internal environment has a negative effect in shopping centres on the disposition to pay more.     

Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction

We draw on bounded rationality theory to examine the drivers of omnichannel journey satisfaction. By examining the omnichannel journey as a holistic experience (as opposed to a sequence of individual channel decisions), our research demonstrates that maximisation as a goal can increase shoppers' satisfaction with the omnichannel journey. Findings of three studies lend support to the notion that shopping mindsets should not be taken exclusively as an individual trait, but also as a mindset state which can be situationally activated within the omnichannel setup. We show that omnichannel shoppers should be encouraged to maximise their decision outcomes and to embrace the superior enjoyment and achievements that the omnichannel experience has to offer. In contrast to past research, we recommend that looking back into individuals' specific channel choices, channel use and shopping journey's configuration should be discouraged. We discuss theoretical and practical implications for researchers and retailers alike.     

Shopping enjoyment and store shopping modes: The moderating influence of chronic time pressure

The objectives of this study were to investigate: (a) whether shopping enjoyment has a differential influence on two key store shopping modes (browsing vs. bargain hunting); (b) whether the level of chronic time pressure moderates the influence of shopping enjoyment on each shopping mode; and (c) whether each of the shopping modes has a differential influence on hedonic shopping value. Data were collected from a sample of US store shoppers (n=1009). Results revealed that the influence of shopping enjoyment was much stronger on the browsing mode than on the bargain hunting mode. In turn, the browsing mode exerted a stronger influence on hedonic shopping value. Also, this study confirmed that the level of chronic time pressure significantly moderated the influence of shopping enjoyment on the browsing mode. Implications for brick-and-mortar retailers were discussed with suggestions for future research.     

Satisfaction,loyalty and repatronage intentions: Role of hedonic shopping values

Today the Indian traditional retail shopper visiting various hypermarkets formats for purchasing and enjoying their valuable time with their family members and friends, as these formats offer hedonic shopping values. Therefore, this research paper focused on hypermarket shoppers of central India and the main objective of this study is to identify the role of hedonic shopping values on creation of satisfaction, loyalty and repatronage intentions with the help of proposed research framework based on 329 responses. Confirmatory factor analysis and structural equation modeling (SEM) is use to analyze and validate the proposed research framework. The result supports the relationship between hedonic shopping values with customer satisfaction, loyalty and repatronage intentions. The study also demonstrate the moderating role of gender on these relationship, which shows that both male and female consumer have different level of shopping behavior when it comes to see the influence of hedonic shopping values. Therefore, this research paper would help hypermarket retailers to design their retail store environment more attractively to maintain the optimum customer satisfaction level that enhance the loyalty and repatronage intentions in the customer in this current competitive retail scenario.     

Keeping customers shopping in stores: interrelationships among store attributes,shopping enjoyment,and place attachment

Our research purpose was to identify and test variables that contribute to customer's willingness to continue to shop in brick and mortar stores, hereafter referred to as store loyalty. Specifically, we examined interrelationships among store attributes, shopping enjoyment, place attachment, and store loyalty with apparel shoppers. Significant store attributes that predicted shopping enjoyment included atmosphere, price, leisure, design, and service. Shopping enjoyment was a significant predictor of both place attachment and store loyalty. In turn, place attachment was found to be a significant predictor of store loyalty. The implications for store retailing are discussed as well as limitations and areas for future research.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

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.     

The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison

The authors introduce cognitive continuum theory (CCT) as a theoretical framework to examine the effect of consumer shopping tasks and retail information display properties on consumer perceptions of experiential value. In this empirical investigation, the nature of a consumer’s shopping task is found to exert a direct influence on consumer perceptions of efficiency, economic value, and shopping enjoyment, all active dimensions of value. In addition, congruent interactions between shopping task and retail information display properties exert an enhancing effect on the reactive dimensions of value, as evidenced by perceptions of visual appeal, entertainment value, and service excellence. Future application of CCT is outlined and managerial implications are discussed.     

Interrupted anticipation after a service failure: The role of olfactory sensation on expected pleasure, taste enjoyment, consumption, and repatronage intentions

When consumers are highly charged with the anticipation of indulging in a pleasurable eating experience, a service failure that threatens to deny them the opportunity to satisfy their appetitive goals produces an “interrupted anticipation.” This study demonstrated that among those whose eager anticipation was interrupted by an unexpected service failure, food aroma tended to reinforce unpleasant feelings and generally negate the positive emotional boost normally expected from a positive olfactory cue. This resulted in significantly lower levels of expected pleasure, taste enjoyment, quantity of food consumed, and repatronage intentions. In contrast, for those whose anticipation was not interrupted, the food aroma exposure significantly enhanced the positivity of the consumer's service experience. When service failures lead to interrupted anticipation, service recovery efforts may sometimes prove to be ineffective in restoring the positive feelings of customers. Implications for theory development and managerial practice are also discussed.     

Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis

Increasing evidence shows the role of perceived risk in customers' attitude and intention to use online shopping services. However, the literature shows disagreement regarding the types of risks that influence purchase intention. Therefore, this study aims to empirically identify the most relevant sources of risks and uncertainties associated with online shopping services and to investigate the influence of sociodemographic characteristics (e.g., gender, age, and online shopping experience) on the levels of perceived risk using data collected through a survey questionnaire. A total of 558 participants were selected across three countries (Jordan, Saudi Arabia, and Kuwait). The responses were evaluated using structural equation modeling and multigroup analysis. The analysis showed that of the tested types of risks and uncertainty, only three had a significant influence on customers' purchase decisions: financial risk, information risk, and privacy risk. Regarding the moderating role of sociodemographic variables, the analysis showed that previous experience has a significant moderating effect. At the same time, gender and age were found not to affect the relationship between perceived risks and customers' purchase intention. These findings may help online stores understand customers’ concerns when considering online shopping. The limitations and theoretical and managerial implications of the present study are discussed.     

Host׳s interpersonal influence on guests in a home sales party

This research aims to gain a better understanding of how interactions between a home sales party host and the guests affect the guests׳ experiences. An Internet survey was conducted and the participants were recruited through a home sales party representative directory. Our findings suggest significant effects of obligation and gratitude (i.e., utilitarian influences) and co-orientation (i.e., value-expressive influence) on hedonic value, repatronage intention and purchase amount. Another important finding is the mediating effects of hedonic value between obligation/gratitude/co-orientation and repatronage intention. This research, one of the few empirical studies in a party selling context, demonstrates the critical importance of interpersonal influence in the non-traditional shopping area.     

Consumer satisfaction with shopping experiences and clothing products in the children's wear market

This study, utilizing a model of the satisfaction process in retail settings, analysed the relationship between problem disconfirmation and satisfaction with (i) shopping for children's clothing and (ii) the quality of children's clothing. In addition, the effect of shopping satisfaction on product satisfaction was also examined. The sample comprised 957 children's wear consumers from one mid-western state. Factor analysis and ordinary least-squares regression were the statistical techniques used to analyse the data. The results indicate that sizing and fit problems are significantly related to satisfaction with the shopping experience. Product attributes related to the lasting ability of a garment, as well as those specific to infants' wear, were significantly related to satisfaction with product quality. Satisfaction with the shopping experience was also found to affect product satisfaction. These results have tangible implications for apparel marketers.     

The Roles of Modality Richness and Involvement in Shopping Behavior in 3D Virtual Stores

The rapid growth of e-commerce and consumers' increasing use of 3D virtual worlds to make purchases have rendered it important to understand how consumers develop their buying intentions in this novel context. Drawing from literature on modality richness, this study examined the effects of pre-experimental product involvement and the modality of marketing information presentation on consumers' product evaluations, buying intentions, and enjoyment of online shopping. The results of a 2 × 2 between-subjects experiment indicate significant interaction effects between modality richness and prior involvement. Consumers with low involvement are influenced by modality richness, whereas those with high involvement are not, thus confirming the moderating role of prior involvement for shopping behaviors inside 3D virtual environments. Managerial implications of these findings are discussed.     

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.     

Understanding recreational shopping: A new approach

Abstract

In this article recreational shopping is of concern, the course of action whereby individuals experience enjoyment from shopping. The article reviews previous research in the area and suggests directions for further research. It is suggested that research in the area would benefit from drawing more upon research that focuses on the sociocultural, experiential, and symbolic aspects of consumption, such as, for instance, consumer culture theory (CCT). Thus, it is argued that recreational shopping needs to be acknowledged as a multifaceted activity that may be performed in various ways and embody different types of consumer meanings. It is also argued that there is a need to focus more on the influence of retail environments on individuals engaged in recreational shopping.     

An exploratory study of motives for Mexican nationals to shop in the US: More than meets the eye

Outshopping within a country's boundaries and international outshopping across national borders has been long researched. Previous studies have mainly focused on immediate (outer) motives as the fundamental reasons for outshopping. Building on this tradition, we categorized immediate motives for outshopping into the following four groups: (1) product quality, (2) service quality, (3) fashion consciousness, and (4) shopping enjoyment. Our results confirmed previous findings that those four motives are positively related to outshopping frequency. A point of departure from previous research, however, is that based on Hofstede's works [1980. Culture's Consequences: International Differences in Work-Related Values. Sage Publications, Newbury Park, CA; 2001. Comparing Values, Behaviors, Institutions and Organizations Across Nations, second ed. Sage Publications, Thousand Oaks, CA] we identified four inner motives: (1) desire for showing off power, (2) desire for rule of law, (3) egoism, and (4) masculinity. Through structure modeling technique, these psychological needs that exist at a higher level not only influence the outer motives, but also have a direct impact on outshopping frequency. In other words, cross-border shopping can fulfill shoppers’ obvious secular needs existing at a low level, as well as their psychological needs hidden at a higher level. Although our study examined why Mexican nationals choose to shop in the US, the results are applicable to outshopping in general where shopping environments differ in terms of economic, social, and cultural development in different countries. Managerial and research implications are also discussed.     

Does a companion always enhance the shopping experience?

Shopping is inherently a social experience. Extant research has shown that shopping with someone enhances the overall shopping experience. Interestingly, little research qualifies the shopping companion effect. Here, we take into account just who the other person is as well as the level of identification that a shopper has with the shopping environment (high vs. low identification). This study shows limits to the classical effects (shopping with somebody is better) because the improved reactions when shopping with a family member are evident only when the consumer has a low level of identification. However, when the consumer identifies highly with a shopping environment, s/he finds more enjoyment and value shopping alone than with a family member. The results are consistent with theory suggesting consumers will act to protect a preferred experience.