2,509 research outputs found
Gender-based itrust in e-commerce: The moderating role of cognitive innovativeness
© 2018 by the authors. Despite the extensive academic interest in e-commerce, cognitive innovativeness in e-commerce context has been neglected. This study focuses on the moderating role of consumer cognitive innovativeness on the influencing factors of interpersonal trust (iTrust) towards online purchase intention of new product in business-to-consumer (B2C) e-commerce. Data were collected in Australia from consumers who has had prior online shopping experience. Variance-based structural equation modeling such as partial least squares (PLS-SEM) is used to test the research model. The results show men and women have different perceptions of what is important to be provided by an online store to make a positive shopping experience. We highlighted that in-addition to the e-commerce web design aspects; the individual cognitive innovativeness can influence females more to purchase online. Practitioners should adjust their online business strategies, considering consumer cognitive innovativeness to enhance their e-commerce desirable outcomes. This means online business should not treat their consumers as a uniform group with a 'one-design-fits-all' web design strategy but need to consider the individual needs of their male and female consumers
Engaging consumers on new integrated multichannel retail settings: challenges for retailers
The rapid diffusion of more channels for shopping posits new challenges for retailers, who need to compete in a complex environment for avoiding the problem of consumer cross-channel free riding. To discourage this behaviour, we propose a new environment where one retailer simultaneously handles more channels. The emerging integrated environment would engage more consumers if compared to the single handled channel, which in turn would avoid switching behaviours towards competitorsâ channels. Our empirical research, based on the stimulus-organism-response paradigm, involves a sample of 237 consumers who were asked to explore the new retail settings simulated in a university lab. The results lead us to suggest the effective combination of multiple channels managed by one retailer as the new challenge for scholars and practitioners. We note that our participants showed positive emotional reactions towards the environment, which lead them to choose this environment for purchases
From social interactivity to buying: an instagram user behaviour based on the S-O-R paradigm
Social networks are one of the largest and fastest-growing marketing tools in the world. Their strength is proven by 3.8 billion
users worldwide in 2020. The tool offers great economic potential
for a commercial brand. This paper focuses on the social network
sought after by the millennials - Instagram. One advertisement on
Instagram can reach up to 849 million users. One-third of socalled stories are commercial and 200 million users a day look at
a business profile. The aim of this paper is to characterize the
influence of interactivity in the form of âlikingâ, commenting, and
sharing on consumer shopping behavior. The partial goal of the
paper is to characterize the interests of users on the social network Instagram. The paper is based on the stimulus-organismresponse paradigm developed by Howard and Sheth (1969). The
research concerns the influence of interactivity on the motives for
using Instagram (O) and especially on brand awareness and the
intention to purchase (R). Interactivity only influences responses
when it is mediated through the individualâs motivation to use
the application, whether for hedonistic or utilitarian reasons. The
data were obtained using a questionnaire and were evaluated
using the Confirmatory Factor Analysis and Equation
Structural Modelling
The ideal companion: the role of mobile phone attachment in travel purchase intention
Mobile phones have become a highly personal tool for individuals and have
revolutionized many aspects of travellersâ lives. Indeed, mobile phones can
be considered an integral part of travellersâ trip routines, thus engendering
strong feelings of attachment to them. Following the stimulusâorganismâ
response model, this paper analyses how certain stimuli (travellersâ
addiction to their device, perceived control, perceived entertainment, and
subjective norms) influence travellersâ mobile phone attachment (MPA)
and intention to purchase travel using the device. The results of this
model show the importance of personal and environmental factors in
increasing MPA and reveal how this attachment positively influences
intention toward mobile shopping for travel-related purchases. This work
proposes a model in both the mobile and travel contexts with MPA as the
central variable. As such, this paper contributes to the academic literature
and yields several recommendations for business practice.Ministry of Economy and Competitiveness (ECO2017-82107-R)
Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model
© 2015 Inderscience Enterprises Ltd. Building trust and understanding its relationship with online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their consumers reach globally. Based on the Stimulus- Organism-Response (S-O-R) model, this paper examines the moderating role of culture on the relationship between B2C web design (web accessibility, visual appearance and social networking services (SNS)) and interpersonal trust (iTrust), cognitive and affect-based trust that trigger online purchasing intentions. Motivation of this study includes, testing and comparing individual consumer level cultural (individualism and uncertainty avoidance) values as moderators in our research model across two different societies (Australia and Pakistan). The data of the survey were analysed using structural equation modelling-partial least square (SEM-PLS) approach. The results highlight the need to consider cultural differences when identifying the mix of web design strategies to employ in B2C e-commerce websites, not only at the country level but also in one culturally diverse country such as Australia
How do biddersâ organism reactions mediate auction stimuli and bidder loyalty in online auctions? The case of Taobao in China
© 2016 Elsevier B.V.Currently, it is critical to nurture bidder loyalty in the highly competitive online auction business. This study investigated the mediating effect of consumer perceptions between technological/brand stimuli and bidder loyalty to an online auction website by applying the traditional and evolutionary stimulus-organism-response models. We tested these models using 449 bidders from Taobao, an online auction service provider in China. Based on the results of covariance-based structural equation modelling, we showed that consumer perceptions fully mediate technological stimuli, but only partially mediate brand stimuli, and bidder loyalty. These results can be used to further improve the related research and practice.Link_to_subscribed_fulltex
The Influences Of Atmospheric Cues On Consumer Behavioral Intentions: An Affordance Perspective
Online social shopping emerges from the idea of using social networking features to benefit traditional e-commerce activities. Technology-driven shopping environments not only support shopping task completion and self-entertainment, more importantly, these new shopping environments become alternate outlets for consumers to interact with others. This dissertation aims to understand the effects of atmospheric cues on consumers\u27 behavioral intentions in online social shopping environments. This dissertation study proposes and validates a research model that predicts consumers\u27 diverse behavioral intentions (approach and avoidance) toward using online shopping environments due to website atmospheric cues. This research model is constructed based on theoretical perspectives including stimulus-organism-response framework, the technology acceptance model, the theory of affordances, and activity theory. The empirical study used a three-factorial between-subject field experiment approach to validate the research model and hypotheses. A total of 360 valid responses were collected from Amazon Mechanical Turk. Each of the subjects was randomly assigned to one of the eight experimental conditions. Data was analyzed using three-way MANOVA and PLS-SEM techniques. Analysis results largely supported the research model. Three path coefficients surprisingly had different signs from their correlation coefficients, and further mediation analysis indicated that: perceived usefulness fully mediated the effects of perceived utilitarian affordances, perceived sociability of use fully mediated the effects of perceived social affordances, and that perceived usefulness and perceived fun fully mediated the effects of perceived sociability of use on behavioral intentions. This dissertation theoretically contributes to online social shopping research by building a well-grounded research model that integrates several theories from different disciplines. The instrument for measuring perceived affordances provides an operationalized solution to understand interaction mechanism between technology-driven environments and users. Practically, investigating the effects of atmospheric cues and decomposing process-based and outcome-based evaluations suggest different aspects that online merchants can work on to improve consumer experiences
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