•Actual self-congruity positively affects the evaluation of visual and information atmospheric cues of an online store.•Ideal self-congruity negatively affects the evaluation of visual and ...information atmospheric cues of an online store.•The positive evaluations of visual and information atmospheric cues lead to delight.•Delight increases the consumer’s purchasing intention from an online store.
Recognizing that a consumer’s congruity judgment with a store image can be formed with both actual and ideal self-images, this study investigates the differential effects that these two congruity judgments might have on a consumer’s evaluation of an online store. The results indicate that the closer the image of an online store is to the consumer’s actual self, the more favorably the store is evaluated. Interestingly, however, the proximity between the image of an online store and a consumer’s ideal self has a negative effect on consumer evaluation toward the store. The results also indicate that the positive visual cues of an online store generate consumer delight more significantly than information cues do. Consumer delight is found to significantly increase the intention to make an initial purchase from the store.
Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical ...mechanisms through which AR‐based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers' bidimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers' purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e‐retailers to differentiate AR interface design for diverse product types to apply AR technology effectively.
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.
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.
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.
Third-party e-commerce platforms (such as eBay and Taobao) provide great opportunities for small or minor sized enterprises (SMEs) to overcome technological challenges to enter e-commerce markets. ...However, SMEs still encounter other market entry barriers such as resource constraints and institutional challenges. We apply entrepreneurial bricolage theory to the context of online businesses operating on third-party e-commerce platforms in order to shed light on how SMEs could possibly cope with these challenges. We present a novel framework to explore the relationships between different types of entrepreneurial bricolage and online store performance. The research hypotheses were evaluated by survey data collected from a sample of small online stores operating on the largest third-party e-commerce platform in China, Alibaba’s
Taobao.com
(NYSE: BABA). Results show that input bricolage has a positive effect on efficiency performance and market bricolage has a positive effect on sales performance, and the relationships between input (and market) bricolage and store performances are significantly stronger with higher level of institutional bricolage. Contrary to our expectations, the effects of input bricolage on sales performance and market bricolage on efficiency performance are positive but not significant. The study contributes to the development of entrepreneurial bricolage theory literature by providing a fine-grained analysis of the varying effects of different types of entrepreneurial bricolage on organizational outcomes. The findings of the study also provide guidelines for SMEs to effectively make use of resources at hand through the practice of entrepreneurial bricolage.
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