Impact of shopping emotion towards impulse buying in e-commerce platform

This empirical research aims to examine the influence of discount programs, website quality, and online reviews directly and indirectly on the impact of shopping emotion towards impulse buying on the e-commerce website. Data were purposively obtained from a total population of 130 respondents and analyzed using a Structural Equation Model (SEM). The results showed a significant positive effect on discount Programs and Website Quality on impulse buying with shopping emotions as a mediating variable. Besides, the result also showed an insignificant impact on online reviews

Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel

This research was carried out with the purpose of analyzing the involvement of e-WOM on the purchase intention of Oppo products on the YouTube channel Gadgetin. e-WOM involvement is influenced by factors such as information quality, information credibility, website quality, innovativeness, social support, and attitudes toward e-WOM. The research sample consists of of 200 participants who have watched videos on the Gadgetin channel on YouTube and the Partial Least Square (PLS) analysis technique is performed. According to the findings of this study, the factors of information credibility, website quality, innovativeness, social support, and attitudes towards e-WOM all have an influence on e-WOM involvement and e-WOM involvement has an influence on purchase intention. The research also found that innovativeness has an influence on e-WOM involvement. On the other hand, the variable of information quality did not have any effect on the involvement of e-WOM in this study. Managerial implications and suggestions for future study is provided in the article based on the result. &nbsp

Online buying behavior for entertainment products

The internet is becoming more used to do shopping, all over the years. Although there are some advantages of using the internet, like convenience, time saving, among others, but some people still prefers to do shopping in the physical context, because the store image and environment is better as well the service quality, among others. So, the online context must improve its weaknesses to attract more people. In this case, it will be studied the online buying behavior just for Entertainment products, as CD and DVD, books, newspapers, magazines, e-learning material, games and consoles, bets and lotteries. Results: Some of the results show that if the site has a good image, a good service quality and a friendly environment, consumers will be satisfied with the site where they buy entertainment products. So, if the consumers are satisfied with the site they will prefer it among others and they will recommend it to their family, friends and colleagues. However, the fact that a site is fun and fits the client style, does not necessarily mean that the consumer will be satisfied with it.Enquadramento: A internet está a tornar-se cada vez mais usada para a realização de compras, ao longo dos anos. Apesar de haver algumas vantagens do uso da internet, como a conveniência, a poupança de tempo, entre outros, algumas pessoas ainda preferem fazer comprar num contexto físico, uma vez que existe uma melhor imagem e ambiente da loja assim como um melhor serviço, entre outros. Assim, o contexto online deve melhorar os seus pontos fracos para atrair mais pessoas. Neste caso, será estudado o comportamento de compra online apenas para produtos de Entretenimento, como CD e DVD, livros, jornais, revistas, material de e-learning, jogos e consolas e lotarias e apostas. Resultados: Alguns dos resultados mostram que se um site tiver uma boa imagem, um bom serviço e um ambiente de loja amigável, os consumidores irão ficar satisfeitos com o site onde costumam comprar produtos de entretenimento. Portanto, se os consumidores se sentirem satisfeitos com um site irão preferi-lo em relação a outros e irão recomendá-lo à família, amigos e colegas. No entanto, o facto de um site ser divertido e se encaixar no estilo de consumidor, não significa necessariamente que o ele fique satisfeito com o site

Assessing the effect of mobile word-of-mouth on consumers : the physical, psychological and social influences

Mobile technologies enable users to discover and research products anytime, anywhere. Mobile devices allow consumers to create and share content based on physical location, facilitate seamless interactions, and provide context-relevant information that can better satisfy users’ needs and enhance their shopping experience. As consumers increasingly rely on mobile devices to search information and purchase products, they need immediate, updated, informative and credible opinions in concise forms. Meanwhile, marketers face unprecedented opportunities for mobile marketing, making ever important for them to understand the mobile word-of-mouth and its effect on the purchase behaviors of consumers on the mobile platform vs. those on other devices. Drawing from the media richness theory and the principle of compensatory adaptation, study one performs sentiment analysis of online product reviews from both mobile and desktop devices by analyzing over one million customer reviews from Dianping.com. We find that mobile reviews are naturally shorter, contain more adverbs and adjectives, and have smaller readership and less votes of helpfulness. The product ratings from mobile reviews are more polarized yet the average valence of mobile reviews is higher. By comparison, desktop reviews contain more pictures and are rated more helpful. Lastly, pricy products receive more desktop reviews than mobile ones. Study two draws from the construal level theory and posit that WOM from mobile devices reflects closer psychological distances (temporal and social), thus constitutes a lower construal level than that from desktop computers. Using a dataset of over one million product reviews from Dianping.com, we assess the value of online product reviews from mobile devices in comparison with those from the desktop computers. Our findings show that WOM is more helpful when it is socially and temporally closer to the users and this effect is amplified when using mobile devices, which bring the mental construal to a low level and make others’ opinions more relevant. Further, we show that product type moderates the effect of online reviews in that m-WOM is more influential for hedonic products and its value for the utilitarian consumption is the lowest. Study three deploys the observational learning theory to examine the effect of WOM across the mobile and desktop devices on the purchase behavior of online promotional offers. The findings suggest that the effect of WOM on the purchase of promotion offers varies significantly across the platforms, product categories, and discount rates. These findings help better understand the strengths, limitations and the effect of m-WOM as marketers attempt to offer consumers context-sensitive and time-critical promotions through mobile devices and make a significant contribution to the literature on interactive marketing. These studies render meaningful implications for theory development about the role of mobile technologies in marketing and can assist practitioners formulating effective promotional strategies through the electronic channels via mobile and desktop devices