15,997 research outputs found
A Cognitive and Social Psychological Perspective on the Demand for Fashion
The fashion industry is an important global industry. In 2012, in Britain it generated more than ÂŁ48 billion annually and employs more than 600,000 people. Whether or not we consider ourselves fashionable or interested in fashion, we all clothe ourselves in items we have bought or have chosen to wear. Individuals in developed countries tend to buy more fashion items than they need and many have bought items that remain unworn. The fashion industry depends on demand for new ideas and products which allow individuals to perceive themselves as socially or economically superior or simply different. From a psychological perspective, this is in conflict with the well understood desire to conform. The psychological underpinnings of the demand for fashion are complex and have been neglected in research. This paper considers the cognitive and social psychological roles of decision making in the demand for fashion
Consumer behavior in the context of global economic transformations
Transition to alternative methods of service and omnichannelity allows the buyer to be more demanding and discerning. The current trends in the development of retail trade caused by globalization forcing the redistribution of consumer budget from a high-margin offline cart to a low-margin online cart that instigate not only the necessity of transformations in management, but also the study of consumer behavior.
Dynamical development of trading innovative technologies allows the buyers not only to expand the range of their aspiration, but also to become participants in the cognitive and learning processes, where the acquirement of the new experience and emotions influences the traditional ways of making purchases on offline trading.
To remain competitive, retailers should not only provide high-quality goods and services at the best prices, but also to contribute to their high-quality and get-to-able supply. Most purchasing decisions are made "by feel", that contradict to the theories of rational choice and theories using marketing concepts.
The article gives views on the factors and criteria that determine consumers behavior in online and offline trade.peer-reviewe
Exploring the consumer decision journey and online shoping experience through an emotional prespective: an interpretive phemenological analysis
Traditional consumer decision-making models have long used quantitative research to address a link between emotional and rational behavior. However, little qualitative research has been conducted in the area of online shopping as an end-to-end experience. This study aims to provide a detailed phenomenological account of consumersâ online shopping experience and extend Mckinsey & Companysâs consumer decision journey model from an emotional perspective. Six semi-structured interviews and a focus group of nine people are analyzed using Interpretive Phenomenology Analysis and five superordinate themes emerged from the results: emotional experience, empathy and encouragement, in relation to brand preference, emotional encounters in relation to consumer satisfaction and emotional exchange and relationship with a company or brand. A model interrelating these themes is then introduced to visually represent the emotional essence of a large online purchase. This study promises to be applicable as a descriptive, and perhaps, better predictive report for understanding the complex consumer decision-making process as it relates to online consumer behavior. Future research topics are also identified
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Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand
The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing
Ambiance Factors, Emotions, and Web User Behaviour:a Model Integrating and Affective and Symbolical Approach
The present paper addresses the efficiency of manipulating music in a merchant website, and it:- proposes a review of the literature on ambiance factors in advertising & shopping behaviour, capitalizing on it to:- propose a theoretical framework that enhances our understanding of the web-user behaviour in specific ambiance factors such as music, with a specific attention devoted to his loyalty, & affiliation behaviour;- a model of is proposed.Ambiance Factors; Emotions; Fit & Symbolism; On-line Behaviour
Behavioral Aspects of Pricing
Buyers sometimes exhibit seemingly âirrationalâ behavior with respect to prices and use socially embedded heuristics to simplify their purchase decisions. In some cases small changes in prices can lead to much larger than anticipated changes in sales and profitability. Sellers need to understand the heuristics consumers use, the situations in which they emerge, and recognize how they can respond in markets where information and knowledge of product attributes and competitive prices is increasingly available via the Internet. This chapter explores consumersâ behavioral reactions to price through a review of contemporary literature in the field of pricing. The chapter delineates the nature and scope of these effects based upon a critical review of the most up-to-date empirical research in the field, and concludes by providing implications for innovation in pricing, and guidance for managers to reduce the disconnect between themselves and consumers
Internet auctions in marketing: The consumer perspective
Internet auctions for consumer are among the most popular and most successful business models in electronic commerce. Research so far, however, has focused on prerequisites and consequences of auctions as a marketing intstrument of suppliers. Even though it is a key success factor from a marketing perspective, the demand side has not inspired similar attention. This paper focuses on the attitudes, motives, and behavior of auction customers. It shows why ccurrent beliefs about bidder characteristics are myths. Taking these misconceptions as a starting point, the existence of an experiential and a pragmatic type of auction customer is proposed. An explorative empirical study looking for the characteristics of both types of auction customers is described. Results indicate that less than half of auction shoppers in the sudy are experiential oriented. Except substantial additional demand concerning technological and emotional qualities of auctions these shoppers do not differ dramatically from pragmatic oriented shoppers. Both types are open-minded towards further development of consumer auctions to commercial marketplaces. Business models of auctioneers and suppliers should concentrate on the basic utility of the auction algorithm by facilitating individual matchmaking instead of pursuing costly additional utility by promoting the entertainment value of auctions. --
Male and Female Buying Decision Making Processes Seen From BlackBerry Messenger Texts
This study observes the male and female buying decision making processes seen from BlackBerry Messenger texts. It focuses on the way of how male and female customers make a buying decision in the online shop via BlackBerry Messenger. The data are analyzed by using the theory of the consumer decision-making process by Lamb, Hair, McDaniel (2003) which includes five stages. I found that the female customers have almost two times total more than male customers in the four stages in consumer decision making process. It means, the male decision-making seems to be rational, fast, and attentive for product quality and its function. However, the female decision-making is more emotional, attentive for product surface or outside appearance, and careful for choosing a product she wants to buy. Overall, I know that gender is an important factor that makes the buying processes between both gender groups different
The influence of online store characteristics on consumer impulsive decision-making: A model and empirical application
This study is one of the first to provide insight into the relationships between the online store and consumer impulsive decision-making. We develop a model and show how online store merchandise, ease of use (high task-relevant cues), enjoyment and style (low task relevant cues) relate to online impulse buying. The model is tested using survey data from 532 customers of a Dutch online store. The results show significant effects of merchandise, enjoyment and online store style, mediated by consumersâ emotions and browsing behavior. The study adds to the literature by enhancing our understanding of online impulse buying and by assessing the impact of the online store beyond rational decision-making settings. Keywords: impulsive decision-making, emotions, online store, high task-relevant cues, low task-relevant cues
Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating Role of Hedonic and Utilitarian Shopping Value
Purpose: This study delves into the examination of the multifaceted determinants that impact impulsive purchasing inclinations within the realm of online retail, while simultaneously considering the idiosyncratic disparities in consumer shopping patterns.
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Theoretical framework: The concept of perceived usefulness (PU) pertains to the degree to which a customer holds the belief that engaging in online purchasing will enhance their ability to carry out transactions effectively. The streamlined layout of a website facilitates user navigation and enhances their ability to access a wide range of information.
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Method: The research utilises a quantitative survey to collect valuable perspectives from a heterogeneous cohort of internet consumers. The empirical evidence indicates that the presence of external stimuli, namely perceive ease of use and perceive usefulness exerts a substantial influence on impulsive purchasing tendencies.
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Findings: The present study serves to enhance comprehension regarding the underlying mechanisms that drive impulsive purchasing behaviours in the contemporary digital era.
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Research, Practical & Social implications: It offers valuable insights for both marketers and consumers who aspire to adeptly navigate the intricate online shopping landscape.
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Originality: The research problem addressed in this study is the phenomenon of Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating role of Hedonic and Utilitarian shopping value. this study proposes ideas for guiding government control in public events
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