Consumer choice of multichannel shopping Chiou, Jyh-Shen; Chou, Szu-Yu; Shen, George Chung-Chi
Internet research,
01/2017, Letnik:
27, Številka:
1
Journal Article
Recenzirano
Purpose
Consumers display complex shopping behaviors in the multichannel environment, which includes traditional retail stores and the internet. The purpose of this paper is to examine the effects of ...the customer-sales associate relationship, customers’ receptiveness to online store shopping, and their interaction effects on the customer’s attitude toward multichannel shopping behavior when the firm decides to establish an online store as the online channel. The authors also examine how customers’ multichannel shopping behavior affects their future spending intentions.
Design/methodology/approach
Survey data were collected by soliciting 231 customers who purchased cosmetics in department stores within the past three months. Subjects were asked to give their overall evaluation of their offline and online shopping experiences in the last three months.
Findings
Results show that the customer-sales associate relationship significantly reduces customers’ attitude toward searching offline but purchasing online. Receptiveness to online store shopping has significant effects on customers’ attitude toward multichannel shopping behaviors regardless of whether they search or purchase via the online channel. The customer-sales associate relationship also moderates the relationship between customers’ receptiveness to online store shopping and multichannel shopping behaviors. Finally, unlike other types of online and offline multichannel shoppers who display higher future spending intentions when the physical store decides to open an online store, those who prefer physical stores for both information searching and product purchasing display lower spending intentions.
Originality/value
To the best of the authors’ knowledge, this paper is the first to use customer-sales associate relationships to investigate consumers’ attitude toward multichannel shopping behavior. The findings provide meaningful implications for service providers that use sales associates to increase consumers’ value via face-to-face service, but find it challenging to go online.
In this paper, we study the relationship between electronic word of mouth (e-WOM), brand perceptions, and consumer purchase intentions in the Saudi hospitality market via an extensive questionnaire ...design using a five-point Likert scale. A total of 410 respondents from the central, western, and eastern regions of Saudi Arabia were chosen using the convenience sampling technique. The structural equation modeling (SEM) analysis using SPSS AMOS 26 software showed that e-WOM via social media, online retail stores, brand-owned media, and influencers positively affects perceived brand quality, which leads to increased purchase intentions. The model showed an R-squared of 0.579, indicating that e-WOM explains about 57.9% of the variation in perceived brand quality. In particular, e-WOM through social media and influencers has been established as a strong factor in predicting perceptions of brand quality. This study reveals that learning the nuances and strategic management of e-WOM channels is key to improving brand perceptions and consumer purchase behavior in the Saudi hospitality market in the digital age.
Internet Communications Policy Kubetska, O. M.; Ostapenko, T. M.; Paleshko, Y. S.
Bìznes ìnform (Multilingual ed.),
04/2021, Letnik:
4, Številka:
519
Journal Article
Recenzirano
Odprti dostop
The article considers the role of the Internet as one of the channels for promoting products. The article is aimed at developing practical recommendations as to the organization of communication ...policy on the Internet through the creation of an online store, sales via marketplaces, also with the use of cashback. Modern trends of e-business are generalized, characterizations of online trading, its advantages for buyers and sellers are provided. It is proposed to organize interaction with customers in two sectors: marketplace and online store. The main features of the marketplace and the online store (from the point of view of sellers / suppliers) are systematized: the main goal, participants, interaction with buyers, the need to create a website, functionality, creating a profile, control, product range, price regulation, advertising costs, working conditions, earnings, the ability to develop systems of repeated sales, the number of sellers. The main disadvantages in operating a marketplace and an online store (either from the point of view of sellers or from the point of view of buyers) are considered. The article generalizes the procedure for organizing a communicative policy on the Internet (through the store’s website), which envisages: creating an online store, interacting with customers through the online store sales. The procedure for organizing a communicative policy on the Internet (through the marketplace) is described, including: entering the marketplace, selling products to buyers, paying a commission for the products sold and paying a standard monthly fee for using the platform. It is recommended to form a communication policy using the cashback service and the following technology: registration in the cashback service, carrying out the purchase of products through the cashback service catalog (by links), transferring data about the purchase of an online store or marketplace, payment of cashback service commission, payment of cashback to the buyer. The main shortcomings of cashback (from the point of view of sellers and from the point of view of cashback services) are considered, which include the taxation of cashback in the amount of 19.5% for individuals and VAT, provided that both participants of the bonus program are legal entities. The main disadvantages of cashback from the position of buyers are considered.
Consider a manufacturer׳s two marketing strategies: sell one product in a physical shop, or differentiate the product in some non-essential attribute and sell them in the physical shop and online ...store respectively. The consumers can be divided into two groups depending on whether or not they are loss averse. This paper explores whether the manufacturer should engage in online selling. If so, how does the manufacturer set an appropriate discount price and how many products should the manufacturer make available for each channel? We obtain the optimal discount strategy and product quantity under the conditions of different online profit margin and different expected consumer valuation. Finally, we analyze the influence of expected consumer valuation, valuation variability, and the degree of loss aversion to the optimal discount price and optimal expected profit.
The advantages of the bricks-and-clicks retail format in the battle for the online customer has been widely discussed but empirical research on it has been limited. We applied a multi-channel store ...image perspective to assess its influence on online purchase intentions. Drawing on a sample of 630 customers of a large music retail store in the Netherlands, the results demonstrated that offline and online store perceptions directly influenced online purchase intention. In addition, our findings confirmed that offline store impressions were used as references for their online store counterparts. Synergy and reference effects are discussed.
The study aims to examine the relationship between buying environment characteristics, esatisfaction and e-loyalty referring to the research model from Kim et al. (2009) that is applied to apparel ...product category in the US as a developed country. The study offers a new empirical perspective by investigating electronic product category in Indonesia as a developing country. The study conduct a survey method to reach a purposive sample of 200 consumers from 4 big cities in Indonesia that are Jakar ta, Bandung, Yogyakarta and Surabaya. The findings prove that among six online service attributes, only convenience and information can inflluence e-satisfaction significantly. Web appearance, entertainment value, communication and customization are failed to be a significant predictors of e satisfaction. In the next step, e-satisfaction influences e-loyalty significantly.
Relevance of the research topic. This article reveals the features of the development of the e-commerce market in the world economy and in Ukraine. The analysis of the state of the e-commerce market ...is carried out: the main players of the e-commerce market are highlighted, sales volumes are analyzed. It was determined that e-commerce is a relatively new type of economic activity, which is rather actively developing in Ukraine. Particular attention is paid to the structure of e-commerce. The problems and directions of development of electronic commerce in Ukraine are also indicated. Formulation of the problem. The problem of e-commerce market development in the world economy and in Ukraine is its structure and new directions of e-commerce development. Analysis of recent studies and publications, which began to solve this problem. The current state of functioning of the e-commerce market in Ukraine in recent years has been studied in the scientific works of N. Apatov, L. Glinenko, Yu. Dainovskiy, A. Maslov, S. Malovichko, A. Chubukov, R. Tsarev and others. In the works of domestic scientists, the analysis of market trends in the electronic market is not considered deeply enough. This problem requires research and affects the development of relations in the Ukrainian e-commerce market. The allocation of previously unresolved parts of the general problem, which the article is devoted to, should be attributed as a result containing an element of scientific novelty, it is possible to position a comprehensive analysis of the current state of the e-commerce market in Ukraine and the world, its structure, features, main problems and development directions. Statement of the problem, the purpose of the study is to study the main characteristics of the modern world and Ukrainian e-commerce market, therefore, the purpose of this article is a comprehensive analysis of the e-commerce market in Ukraine and the world. Method or methodology of research: in the article, the study is based on the theory of scientific knowledge, a systematic approach to the problems under consideration, the study of their relationship and development. Presentation of the main material (results of work). Substantiated what e-commerce is. Proposals on the problems and directions of development of e-commerce in Ukraine. Conclusions in accordance with article. The article notes the positive economic effect of electronic commerce, which is recognized by the world and Ukrainian markets, which is confirmed by the indicators for the Ukrainian electronic market.
In Romania, the value of online shopping reached 2.8 billion in 2017, 40% more than in 2016, being one of the highest increases in the European Union. However, the e-commerce market value is still ...small compared to other European countries, one of the main reasons that people prefer not to buy online is mistrust in the quality of the products offered. In order to gain insights into the criteria used by Romanian consumers to evaluate product quality, we conducted eight in depth interviews. The results show that there are a lot of similarities between attributes used to evaluate product quality in a physical store and attributes used to evaluate product quality in an online store. Meanwhile, the differences consists in the presence of customer reviews as the most relevant attribute for the online stores and price as the most relevant attribute for physical stores.
This research aims to determine the influence of variable flash sale, product knowledge and in home shopping tendency to purchase decision. Samples were taken with purposive random sampling method ...who came from online store consumers in Indonesia. Analysis done by Moderated Regression Analysis (MRA) is to know the effect of flash sale (independent variables) on purchasing decisions (dependent variables) with product knowledge and in home shopping tendency as moderation variables. The results showed that there were positive influence and significant flash sale on purchasing decision, as well as the positive and significant moderation effect of product knowledge and in home shopping tendency towards flash sale relationship and purchase decision.
This study focusses on the impact of the background music on consumers' shopping experience during the festival seasons. The authors derived a new research model based on the environmental psychology ...model in the literature and then designed an empirical experiment to examine changes in consumers' non‐behavioural shopping outcomes under different conditions. The authors built a virtual shopping website and chose a traditional Chinese festival, the Mid‐Autumn Festival, as the experimental scenario in which the authors used a questionnaire to measure the differences in dependent variables formed by different treatments. Data from the online experiment showed that consumers' experience is more positive with music than without the background music, and the consumer's emotions play a mediating role. However, there is no significant effect of music with the theme of the Mid‐Autumn Festival compared to ordinary pop music, which proves that the theme of music does not affect consumers' experience in the online shopping scenario. These findings reflect the psychology and behaviour of consumers when using shopping websites and provide suggestions for shopping site design.
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