The multichannel marketing literature consistently shows that consumers who use multiple channels in their purchase journeys are more satisfied, loyal, and can be more profitable, than single-channel ...consumers. However, there is little research investigating how specific channel combinations affect the customer experience. Recognizing that webrooming (research products online, purchase offline) is the prevalent form of cross-channel shopping, this paper examines its influence on the consumer's search process satisfaction. The results of three studies combining qualitative, survey, and experimental methods show that webrooming leads to more satisfaction than showrooming behaviors. Furthermore, we find that webrooming makes consumers feel more confident and like “smart shoppers.” Both factors subsequently determine satisfaction. Perceptions of money savings also affect search process satisfaction. Importantly, saving time and/or effort during the purchase process (convenience) has no influence on satisfaction with cross-channel shopping. The results are robust across shopping motivations and product categories. Theoretical implications and proposals for effective channel integration are offered.
•Webrooming leads consumers to feel confident in the product's adequacy and like “smart shoppers.”•Confidence and smart shopping feelings are the drivers of the influence of webrooming on satisfaction.•Webrooming is the most effective cross-channel combination to increase satisfaction.•These results are fairly consistent across different types of products.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
•We examine how context visual complexity affects a package's attractiveness.•Low Visual complexity of a context increases a package's attractiveness.•This effect is particularly evident with ...inherently attractive packages.•Processing fluency mediates the context complexity–attractiveness relation.•Individual field dependence and shopping goals are important moderators.
Visual appeal is an important consideration in the design of brand packages because attractiveness guides behavior. The visual complexity of a context (i.e., the quantity, irregularity, detail, and dissimilarity of objects) in which a retailer displays a package may impact its attractiveness by influencing attention and processing fluency. Employing consumer samples, and stimuli ranging from the abstract to the realistic, three studies provide evidence that people process a package more fluently, thus increasing its attractiveness, when it is presented in a low rather than high complexity context. This effect is more pronounced with inherently appealing packages, and with people who are more field-dependent or pursuing utilitarian shopping goals. Study 1 establishes effects by employing psychometric measures and abstract stimuli; study 2 corroborates findings with another product category and realistic stimuli; and study 3 complements psychometric measures with eye tracking data to demonstrate that visually more complex contexts divert viewer attention, hereby lowering processing fluency and target attractiveness. The authors discuss the theoretical contribution and strategic insights the research provides for retailers, brand managers, and designers.
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CEKLJ, GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
Purpose
– Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The ...study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers.
Design/methodology/approach
– The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively.
Findings
– Results revealed different dimensions of motivation to shop at the hypermarket and traditional store and four types of hypermarket shoppers were identified: utilitarians, maximisers, browsers and enthusiasts. The utilitarians are motivated by functional benefits such as the price and variety of products; the maximisers seek functional as well as recreational benefits; the browsers are high on social motivation; and the enthusiasts are high on all dimensions of shopping motivation. These segments showed overall significant differences on demographic characteristics and shopping outcomes.
Practical implications
– The proposal for allowing FDI in multi-brand retail in India, a rapidly emerging market for global retail players, is at an advanced stage of policy making. Many national and multi-national retailers are in the process of expansion in India. This study adds to their understanding of Indian consumers. Based on the identified typology, the study suggests different strategies to target different segments of hypermarket shoppers.
Originality/value
– The study contributes to the growing field of cross-cultural research on shopping motivation by highlighting the typology of Indian hypermarket shoppers.
The COVID‐19 pandemic has put online shopping at the forefront of retailing; however, the issue related to shopping cart abandonment remains an eternal nemesis of e‐retailers. To understand extant ...research on online shopping cart abandonment (OSCA), a framework‐based systematic literature review was conducted with the purpose of gaining more insights into existing studies in this context. Specifically, this review examined the literature related to OSCA in terms of theory, context, characteristics, and methods to provide (i) a comprehensive review of the current state of research and (ii) constructive future research agenda in the area. Using scientific procedures, a total of 52 research articles were retrieved from Scopus and Web of Science databases published during the period 2003–2022. The results revealed that most research was founded by the stimulus‐organism‐response (S‐O‐R) model and the buyer behavior theory, focused in the context of the United States and China, and appeared to use quantitative methods. As a result, this review is expected to assist researchers in better understanding the OSCA context, thus paving the way for further research and development in the area. In addition, providing practitioners with a better panorama to address the issue by expanding the literature review and highlighting the inhibiting factors of OSCA.
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BFBNIB, FZAB, GIS, IJS, IZUM, KILJ, NLZOH, NUK, OILJ, PILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the moderating role of habit on the relationship ...between trust and repeat purchase intention. Prior research on online behavior continuance models perceives usefulness, trust, satisfaction, and perceived value as the major determinants of continued usage or loyalty, overlooking the important role of habit. We define habit in the context of online shopping as the extent to which buyers tend to shop online automatically without thinking. Building on recent research on the continued usage of IS and repeat purchasing, we develop a model suggesting that habit acts as a moderator between trust and repeat purchase intention, while familiarity, value and satisfaction are the three antecedents of habit. Data collected from 454 customers of the Yahoo!Kimo shopping mall provide strong support for the research model. The results indicate that a higher level of habit reduces the effect of trust on repeat purchase intention. The data also show that value, satisfaction, and familiarity are important to habit formation and thus relevant within the context of online repeat purchasing. The implications for theory and practice and suggestions for future research are also discussed.
► Trust has lower effect than habit on repeat purchase intention. ► Habit will negatively moderate the impact of trust on repeat purchase intention. ► Value, satisfaction, and familiarity are important antecedents of habit formation. ► Value has positive effect on satisfaction which in turn impacts trust. ► Satisfaction plays a dominant role in habit development, followed by value.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
For the long-term development of shopping mall, the managers of shopping mall tend to build a new store to expand the enterprise’s market share in a new city. After holding a preliminary survey of ...the city, managers have initially identified five sites for construction. In order to select an optimal site, managers invite four experts who come from university, marking statistics, corporate executives and accounting to score sites. And they choose the best site on the basis of scores. The trait of EDAS method is to select an optimal alternative by using the distance of each alternative from the first-rank value. In this manuscript, we build the picture fuzzy EDAS method based on the cumulative prospect theory (PF-CPT-EDAS) for multiple attribute group decision-making (MAGDM) and it can help managers to choose an optimal alternative effectively. During the procedure of PF-CPT-EDAS means, we take advantage of the entropy means to calculate the original weights of all attributes. Ultimately, we testify the effectiveness of the novel model by comparing the overcome of PF-CPT-EDAS means with the results of PF-EDAS approach and other methods.
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DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, UILJ, UKNU, UL, UM, UPUK
The COVID-19 pandemic threats and its subsequent restrictions on people's freedom, social interaction, closures of workplaces and shopping stores have caused public psychological reactance. In ...response, the study develops and tests a conceptual framework, which unveils the effects of perceived choice hesitation and perceived choice confidence on consumers’ psychological reactance. It also corroborates two bipolar behavioral outcomes of consumers’ psychological reactance— choice freedom satisfaction and resistance to persuasion. We employ the moderating role of anticipated worry and trust in government in strengthening the psychological reactance and final behavioral outcomes, respectively. Data collected from the country of origin of COVID-19 pandemic indicated the positive effects of antecedents on psychological reactance, which negatively affected choice freedom satisfaction and positively to resistance to persuasion. Anticipated worry and trust in government positively moderated these relationships. Findings extend the literature on psychology, service management, and consumer behavior, and suggest to government policymakers and store managers.
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BFBNIB, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
PurposeThe present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.Design/methodology/approachLogistic regressions ...(LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.FindingsWhile shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.Practical implicationsOnline retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.Originality/valueThe study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.
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