Augmented reality has raised considerable interest over the last few years. But the questions of its benefits for online retailer is still pending. Research has shown that AR has a positive influence ...on patronage and purchase behavior intention via hedonic and utilitarian evaluation. The goal of this research is to extend previous works by integrating the mediating roles of perceived risk of buying a product on the online store and of attractiveness of the online store. It is also to study the moderating role of familiarity with AR. Two experiments confirm the crucial role of perceived risk in the influence of AR on patronage intention. Moreover, the more people are familiar with AR, the more AR decreases perceived risk and increases patronage intention.
Advances in science and technology in agriculture have brought changes in buying and selling transactions of fresh agricultural products such as vegetables. This change encourages the ...lifestyle of people who want everything practical and the emergence of online stores, Kupesan is the first online store in Bengkulu City that already has an application. Therefore, the purpose of this study was to determine the factors that influence purchasing decisions for vegetables at the online shop "Kupesan". Data collection methods were carried out by surveys, interviews and distributing questionnaires via google form. A sample of 67 people using purposive sampling, namely individuals who may be respondents are people who have purchased vegetable commodities more than once at the online shop "Kupesan". Data analysis using multiple linear regression with the help of SPSS software. The results of this study indicate that the factors of trust and product quality that influence purchasing decisions for vegetables at the online store Kupesan. While the factors of price, convenience and service do not affect the decision to purchase vegetables at the online store Kupesan.
•Recommendations are effective online marketing tactics to promote private labels.•Consumers tend to switch more to private labels (vs national brands) recommendations.•Recommendations serve as ...quality signals to the recommended brand.•The effect holds (vs attenuates) for consumers’ low (vs high) brand loyalty.
As consumers increasingly shift toward online grocery shopping, reconsiderations of traditional marketing tactics become necessary, both to test whether they remain applicable online and to find new options that are specific to online channels. One such novel tactic might entail recommending private-label alternatives for products that consumers have added to their shopping carts. Three experiments indicate that when consumers receive recommendations to switch out a chosen brand for an alternative, they are more likely to switch if the recommended product is a private-label rather than national brand. The recommendations seemingly serve as quality signals, and private-label offerings have more to gain from such quality signals than national brands. This effect is prominent for consumers with low brand loyalty levels; it becomes attenuated for very brand loyal consumers though.
Introducing new technological solutions, especially in the field of website design, can bring many benefits, including improving the usability of online stores and increasing the profits of the ...enterprise. With the development of technology and increasing competition, it is important for online stores to effectively present their offers and effectively convey product information. An online store should grow with the brand, respond to customer needs, and adapt to the audience. One of the tools that can help design more usable online stores is eye tracking - a method of studying users' eye movements while using the website. This article presents the results of empirical research aimed at comparing the format of product specifications on online store designs and choosing the best format in terms of usability.
Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to ...analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.
•We investigate online store choice decisions of multi-channel grocery shoppers.•We take traditional store choice drivers and multi-channel factors into account.•We allow their effect to change with ...growing online shopping experience.•At start, consumers tend to select the store of the preferred offline chain.•Online store comparison and the impact of online assortment increase over time.
More and more grocery retailers are becoming multi-channel retailers, as they are opening an online alternative next to their traditional offline supermarkets. While the number of multi-channel grocery shoppers is also expanding at a fast growth rate, there are still large differences in online shopping frequency, and as a result, in the levels of experience with buying in the online grocery channel. This study wants to (i) identify the underlying drivers of online store choice and (ii) explore if and how these drivers change when multi-channel shoppers gain online grocery shopping experience. We investigate this question with an online store choice model using purchase data of an extensive UK household panel over a two-year period, covering all multi-channel retailers in the grocery market. Our results show that multi-channel shoppers, at the start of online grocery shopping, tend to select the online store belonging to the same chain as their preferred offline store, especially when the online store is strongly integrated with the offline store in terms of assortment. When online grocery shopping experience increases, multi-channel shoppers’ focus shifts from a comparison within a chain across channels to a comparison across chains within the online channel, resulting in an increasing importance of online assortment attractiveness and online loyalty when choosing an online store.
With more than 4 billion websites on the World Wide Web, it has become essential for companies, especially those who operate worldwide, to make their websites as appealing as possible for their ...customer base. This paper intended to provide some insight for companies who want to offer their products online to German and Taiwanese customers. A total of 703 valid responses from participants of both countries were collected in this study. The experimental result revealed significant effect of color and price on the customers’ responses. The results also indicated that not only does color have a significant main effect on arousal, but that warm and cool colors influence Taiwanese and German participants to different degrees. Additionally, price resulted in a significantly high level of Perceived Usefulness and Pleasure. This paper can provide great insight to companies who wish to sell their products in one or both of these markets, which admittedly differ greatly from each other, by appropriate interface design of web pages.
•Online consumers show different responses toward different website interface design.•Consumers from different country show difference preferences of website background color.•Websites offering lower priced product are preferred by online consumers.
Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present ...study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive affective, evaluative, and behavioral consumer reactions and (2) to investigate the moderating role of shopping goals on this crossmodal congruency effect. Previous research showed that low task-relevant atmospheric cues like music can have a negative effect on consumers when they visit a website with a purchase goal in mind. An online experiment was conducted with 239 respondents randomly assigned to a shopping goal (experiential browsing vs. goal-directed searching) and a music condition (no music, crossmodally congruent music, or crossmodally incongruent music). Our results show that crossmodally incongruent background music (vs. no music) leads to more positive consumer reactions for experiential browsers and more negative consumer reactions for goal-directed searchers. Conversely, crossmodally congruent background music (vs. no music) has a positive effect on experiential browsers and no adverse effect on goal-directed searchers. Additionally, the presence of crossmodally congruent background music leads to more positive consumer reactions than the presence of crossmodally incongruent background music, independent of the shopping goal. We extend previous research on multisensory congruency effects by showing the added value of establishing congruency between music and the store environment via multiple elicited crossmodal correspondences in the online environment, countering previously found negative effects of low-task relevant atmospheric cues for goal-directed searchers.
The touch of the product plays an important role in the final decision of the customer when purchasing from physical and online retail, and the sensations that come to be enjoyed through touch enable ...them to experience the product from all angles. Therefore, considering the importance of touch, this research has investigated the lived experience of touching the product from the point of view of customers of physical and online stores. The following article is done with qualitative method and phenomenological paradigm. The research community is made up of electronic and clothing buyers from online and physical stores: Technolife, Adak, Havadar and Happyland in Tehran, and through semi-structured interviews, evidence was collected based on the purposeful sampling method. The interviews continued until reaching the theoretical saturation, and in this research, the interviews reached saturation with 15 people. Based on the extracted results, the main themes include; Product perception is physical touch, virtual touch, touch experiences, need for touch and touch perceptions. According to the results, managers of physical and online stores should provide conditions (such as the use of modern technologies) that touch and contact with the product happen to both groups of online and physical buyers so that they can buy products based on their needs and wants, and also this research can pave the way for the development of touch literature for researchers.
This study investigates the links among color, price, and patronage intention on the Internet. With regard to the effects of a store website's background colors and product prices, the interactions ...of background colors and price levels may influence online patronage intention via perceptions of quality, sacrifice, and value. The results reveal that online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. Further mediation analyses indicate that website background colors can influence how consumers interpret price levels: Blue backgrounds make consumers use high price as a sign of high quality rather than monetary sacrifice, but red or high-brightness backgrounds make consumers use high price as a sign of high monetary sacrifice rather than product quality.
•E-retailers may use appropriate website background colors to alleviate the negative price-patronage relationship.•Perceived quality, sacrifice and value mediate the influence of color and price on patronage intention.•Consumers who view blue or low-brightness backgrounds have higher patronage intentions.•Consumers who view red or high-brightness backgrounds react more negatively to high prices.•Hues and brightness are more influential when the price of the available products is high than when the price is low.•A retailer may position itself at an upscale or discount market, rather than a high quality, but low price positioning.
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