Investigating the Impacts of Recommendation Agents on Impulsive Purchase Behaviour

The usage of recommendation agents (RAs) in the online marketplace can help consumers to locate their desired products. RAs can help consumers effectively obtain comprehensive product information and compare their candidate target products. As a result, RAs have affected consumers’ shopping behaviour. In this study, we investigate the usage and the influence of RAs in the online marketplace. Based on the Stimulus-Organism-Response (SOR) model, we propose that the stimulus of using RAs (informativeness, product search effectiveness and the lack of sociality stress) can affect consumers’ attitude (perceived control and satisfaction), which further affects their behavioural outcomes like impulsive purchase. We validate this research model with survey data from 157 users of RAs. The data largely support the proposed model and indicate that the RAs can significantly contribute to impulsive purchase behaviour in online marketplaces. Theoretical and practical contributions are discussed

Online impulse buying behavior model for social commerce in Malaysian context

The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line with this, an understanding of such behavior is critical for E-retailers to strengthen competitiveness, enhance revenue, and ensure business sustainability in today‘s challenging business environment. Most of the previous studies have utilized urge to buy impulsively (UBI) as a proxy to examine the consumer‘s online IBB instead of the actual IBB. As a result, the number of research that distinguishes between UBI and IBB is minimal. These limited studies have only focused on the impact of consumer characteristics, websites-related factors, and marketing factors. However, they neglected the important role of social-related factors on IBB. Furthermore, because the majority of the previous studies adopted the stimulus-organism-response (S-O-R) framework, building a model based on a theoretical foundation to investigate online IBB in the context of S-commerce is another challenge. The main aim of this study is to examine the impact of social-related factors on triggering online IBB in S-commerce websites. To investigate the social elements influencing online IBB, this study integrated the Social Influence Theory (SIT) and the Uses and Gratifications Theory (UGT). A quantitative approach was applied to test fifteen hypotheses of the proposed model by surveying 365 consumers from four Malaysian S-commerce websites. The Partial Least Squares-Structural Equation modeling (PLS-SEM) technique was employed to analyze the survey data. The findings indicate that compliance, identification, internalization, entertainment, purposive value, and maintaining interpersonal connectivity significantly influence IBB. It was also discovered that UBI has significant moderating effects on the relationships between compliance, identification, internalization, and IBB. Moreover, it was also identified that impulsiveness has served as a moderator in the relationships between compliance, internalization, and UBI. Theoretically, this study has enriched the understanding of online IBB in S-commerce. It also has practical implications on S-commerce designers, marketers, and managers in terms of regulating online IBB

Understanding consumer behavior in an evolving context: from single channel to omnichannel use

La presente tesis doctoral tiene como principal objetivo avanzar en el conocimiento del comportamiento del consumidor en el actual contexto, caracterizado por el uso de múltiples canales durante todo el proceso de decisión de compra. Dicho objetivo general se desagrega en cuatro objetivos específicos que, a partir de cuatro investigaciones independientes, buscan entender desde diferentes enfoques teóricos y empíricos dicha cuestión. Para testar empíricamente las propuestas realizadas en cada una de las investigaciones, la tesis se sirve principalmente dos metodologías de investigación, la encuesta y el diseño experimental. Las cuatro investigaciones ofrecen resultados que enriquecen la literatura del comportamiento del consumidor. Los hallazgos de esta tesis doctoral también se traducen en distintas implicaciones para las empresas en el actual contexto cambiante. Particularmente, los resultados ayudan a los profesionales del marketing a adoptar estrategias útiles tanto en el contexto de compra móvil como en el contexto de compra omnicanal

Local food purchase behavior of U.S. consumers: Application of an extended theory of planned behavior and self-congruity theory

The primary purpose of this study is to investigate the antecedents to the behavior to purchase local food by using the extended theory of planned behavior with additional considerations of moral aspects and self-congruity theory. Structural equation modeling was conducted and all hypothesized paths were analyzed. Although hypotheses were constructed based on direct correlations between variables, the study also looked into indirect and total effects on actual local food purchase in order to explain the model more comprehensively. Overall, the purchase of local food was found to be a multifaceted and dynamic decision-making process. In addition to the TPB variables, moral norm and self-congruity were found to influence consumers' local food purchase directly and indirectly, indicating that they were meaningful additions to the TPB model

Peran Mediasi Kepercayaan dan Kesadaran Merek pada Pengaruh antara Ulasan Pelanggan Online terhadap Niat Pembelian (Study pada Pengguna E-Commerce)

Online Customer Review merupakan inti dari strategi pemasaran kontemporer. Namun, hingga saat ini, hanya sedikit perhatian yang diberikan untuk mengembangkan ukuran ulasan online yang valid. Beberapa penelitian akademis telah menggunakan pendekatan untuk menjelaskan Online Customer Review, namun penelitian sebelumnya menunjukkan hasil yang inkonsisten. Beberapa penelitian menyatakan bahwa Online Customer Review berpengaruh terhadap purchase intention, namun beberapa penelitian lainnya menunjukkan tidak adanya pengaruh dari online customer review terhadap purchase intention. oleh karena itu perlu dilakukan penelitian untuk menjelaskan perbedaan hasil penelitian dengan menempatkan kepercayaan dan brand awareness sebagai variabel mediasi. Berdasarkan pengendalian variabelnya penelitian ini merupakan pengendalian survei, Populasi dalam penelitian ini adalah pengguna e-commerce yang ada diindonesia. Jumlah total responden pada penelitian ini adalah 304 orang. Alat analisis pada penelitian ini menggunakan pendekatan Partial Least Square (PLS) dengan bantuan menggunakan perangkat lunak SmartPLS. Berdasarkan hasil analisis data diperoleh simpulan bahwa : (1) Contextual Image dan Numerical Rating menjadi faktor penentu penting dalam niat pembelian sebagai dimensi dari Online Customer Review, kecuali textual comment. (2) Kepercayaan memediasi dari pengaruh online customer review pada niat pembelian, kecuali pada dimensi Contextual image. (3) Brand awareness memediasi dari pengaruh online customer review terhadap niat pembelian. Rekomendasi kedepannya dapat memperluas sampel penelitian seperti perbedaan antar generasi dan pengelompokkan jenis produk tertentu untuk membandingkan peran online customer review terhadap niat pembelian

Exploration of Brand Satisfaction on Purchase Decision: Theory of Planned Behavior Perspective

Brand satisfaction is prominent to bridge purchasing decisions, and it is often linked with perceived value, social media marketing, and brand trust. This study explores the mediating role of brand satisfaction in the relationship between perceived value, social media marketing, brand trust, and purchase decision. The convenience sampling technique was used to collect the data. A self-administered survey from 226 consumers who were sampled in Semarang was involved in this study, and further data was processed using PLS-SEM software. The findings show that perceived value, social media marketing, brand trust, and satisfaction simultaneously have a positive and significant impact on consumer purchasing decisions. The role of brand satisfaction is proven to bridge the relationship between perceived value and the role of social media in purchasing decisions. However, there are negative results related directly or indirectly through brand satisfaction, from brand trust to purchasing decisions. In addition, social media marketing has no impact on brand satisfaction. The findings indicate that brand decisions have yet to become a benchmark for consumers to determine purchasing decisions for shampoo products. The usefulness of this research can trigger product business owners to observe consumer behavior continuously amid fast-moving product innovation competition.Keywords: Perceived value, Purchase decision, Social media marketing, Brand satisfaction, Brand trus

Affordances, constraints and information flows as ‘leverage points’ in design for sustainable behaviour

Copyright @ 2012 Social Science Electronic PublishingTwo of Donella Meadows' 'leverage points' for intervening in systems (1999) seem particularly pertinent to design for sustainable behaviour, in the sense that designers may have the scope to implement them in (re-)designing everyday products and services. The 'rules of the system' -- interpreted here to refer to affordances and constraints -- and the structure of information flows both offer a range of opportunities for design interventions to in fluence behaviour change, and in this paper, some of the implications and possibilities are discussed with reference to parallel concepts from within design, HCI and relevant areas of psychology

Moderating effect of religiosity on the relationship between technology readiness, trust and diffusion of e-commerce (B2C) in Sultanate of Oman

Electronic commerce has tremendously revolutionized the global economic system. Notwithstanding it has been playing a catalytic role in strengthening economies of the developing states, many countries are lagging behind in practicing electronic commerce due to numerous factors including technology readiness and trust. This study aimed to investigate the nature of relationship that exists between technology readiness, trust and diffusion of electronic while focusing on the public sector higher education institutions of the Sultanate of Oman. Furthermore, the study indented to examine the moderating effect of religiosity on the relationship between technology readiness, trust and diffusion of e-commerce. A structured questionnaire representing dimensions related to technology readiness, trust, religiosity and diffusion of electronic commerce was duly designed. Data was collected using survey method, through the distribution of the structured questionnaires to the public sector higher education institutions of Oman. The Partial Lease Square - Structural Equation Modeling (PLS-SEM) was employed to test the hypotheses. The results indicated that technology readiness, trust and religiosity have positive effects on the diffusion of e-commerce. Additionally, the findings revealed that religiosity significantly and positively moderates the relationship between technology readiness, trust and the diffusion of electronic commerce. The results imply that all the stakeholders must call their attention to the core areas of e-commerce like technology readiness, trust and religiosity to ensure a brighter future in today’s fast moving and competitive environment. While contributing to the body of knowledge and highlighting the importance of technology readiness and trust in the diffusion process of electronic commerce, the study appropriately provides practical, managerial, educational and theological implications to the prospective consumers, governmental officials, policy- makers and the e-commerce global community. In terms of limitations, this study is confined to the impacts of technology readiness, trust and religiosity on the diffusion of (business to consumer) electronic commerce, and has targeted academicians from the public higher education institutions, as respondents. On the basis of this study, future research can be conducted in the perspective of developing countries other than the Sultanate of Oman. It would also be valuable to employ the framework in conducting comparative studies on the developing and the developed nation