Stage Antecedents of Consumer Online Buying Behavior

Unlike previous research which adopts simultaneous measures to examine customers’ satisfaction with the entire online shopping experience, this study examines two important stages of online buying behavior: ordering and fulfillment. The explicit consideration of the two stages acknowledges the fact that in an online environment, the two stages are distinct and there is a delay between the time a customer makes an order and the time he receives delivery of the merchandise. Examined are the antecedents and consequences of customer satisfaction in different stages of the online buying process based on the expectation–confirmation model (ECM). Results indicate that the customers’ satisfaction with the ordering process and the fulfillment process, and the perceived usefulness of the website contribute significantly to their intention to continue using a business-to-consumer (B2C) website. It is also shown that the customers’ perceived usefulness affects their satisfaction only with the ordering process but not with the fulfillment process. Implications and limitations are discussed

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

The role of customer experience in building brand loyalty within the service context

Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experience from customer perspectives. The study provides a conceptual framework building from a qualitative study and the existing literature. This article includes a formal test of the framework using a large-scale survey of British customers to examine their experience with resort-hotel brands. The results show price perception, core services, and word-of-mouth have a direct impact on how customers interpret their experiences with resort-hotel brands; perceived service quality plays a mediatory role in the relationship between servicescape, core service, and customer experience. Measuring validation strength of customer experience upon brand loyalty by best fit in combination with cross-sample predictive validity models is a valuable contribution of this study

Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

Driving online shopping: Spending and behavioral differences among women in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. The sample consists of 650 female respondents. A structural equation model confirms model fit. Perceived enjoyment, usefulness, and subjective norms are determinants of online shopping continuance in Saudi Arabia. High and low online spenders among women in Saudi Arabia are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived site quality to perceived usefulness is not invariant between high and low e-shoppers in Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 60% of the female respondents’ intention to continue shopping online. Online strategies cannot ignore either the direct and indirect spending differences on continuance intentions, and the model can be generalized across Saudi Arabia

The factors driving online shopping in Saudi Arabia: Regional and behavioral differences among women

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure regional differences with regard to continuance online shopping intentions in Saudi Arabia. The sample consists of 650 female respondents. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Women in the eastern, western, and central region groups are equivalent. The structural weights are also largely equivalent, but the regression path from perceived usefulness to enjoyment is not invariant between female shoppers in the eastern and western regions or in the eastern and central regions. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 60% of the intention to continue shopping online. Furthermore, this research suggests that online strategies cannot ignore the influence of either direct or indirect regional differences on continuance intentions; the model can be generalized across Saudi Arabia

Why consumers purchase organic products? The role of environment, health and age

El mercado de productos ecológicos está aumentando en todo el mundo, especialmente en la categoría de los alimentos, en particular de productos orgánicos. El objetivo de este estudio es entender mejor porque los consumidores compran productos orgánicos, profundizando en su preocupación ambiental, conciencia de salud y edad. La evidencia empírica se basa en una encuesta online, utilizando una muestra de 279 compradores habituales de productos orgánicos en España y Portugal. Los resultados muestran que existe una relación positiva entre preocupación ambiental, conciencia de salud y comportamiento de compra verde. La preocupación ambiental es más fuerte que la salud para explicar esta relación. También la edad es un predictor de la compra y los consumidores mayores de 35 años compran más productos orgánicos que los más jóvenes. Para los profesionales de marketing, el estudio permite desarrollar mejores estrategias de marketing para atraer y retener a estos consumidores.The market of green products is increasing all over the world, especially in food category that shows a great demand for biologic and organics. The aim of this study is to better understand the why consumers buy organic products, more specifically environmental concern, health consciousness and age The empirical evidence is based on an online survey, using a sample of 279, regular shoppers of organic products in Portugal and Spain. The results show there is a positive relation between environmental concern, health consciousness and green purchase behavior. Environmental concern is stronger than health to explain this relation. Also age is a predictor of green purchase behavior and older consumers with more than 35 years purchase more organics than younger consumers. For managers and marketers, the study enables to develop better marketing strategies to address these consumers and to enhance environmental concern, health and age to foster organics consumption

Electronic agents on the Internet: A new way to satisfy the consumer?

Our purpose in this article is to present the concept of electronic agent used in e-commerce and its impact on consumer satisfaction. Electronic agents represent the future of electronic business. They help the consumers in an environment where all the information is available but hard to deal with. We try to study the electronic agent in a consumer decision process perspective and to examine the different sort of agents depending on their relationships with vendors and consumers. Our final aim is to understand the role of electronic agent onconsumer satisfaction. For that purpose, we conducted a little empirical study which consist in presenting two types of agents to consumers: a good one and a bad one and to evaluate the level of consumer satisfaction.Electronic agents, consumer behavior, satisfaction, e-commerce.

The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces

This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping was analyzed. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing men were more loyal than women when shopping online. Information shared about products on social media by friends and family played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with recommendations to create multimodal websites which are more interactive and targeted so customer experience is enhanced and loyalty is achieved through the use of interactivity and social media

Antecedents and consequences of online customer satisfaction: A holistic process perspective

This paper examines the determinants and consequences of online customer satisfaction by considering the entire online shopping experience, based on data collected from our survey of UK consumers in 2016. We found evidence that post online purchase experiences including experiences with order fulfilment, ease of return and responsiveness of customer service are the most significant contributors to online customer satisfaction. Security assurance, customisation, ease of use, product information and ease of check-out, all have significant impact but at much lower levels. The effect of website appearance on customer satisfaction is not significant. Our findings show that online customer satisfaction leads to repurchase intention, and a likelihood of making positive recommendations to others, but not willingness to pay more. We also found the effects of product information, customisation, order fulfilment and responsiveness of customer service on customer satisfaction are stronger for experience products than search products, while there is no significant difference in the effects of other determinants for search products and experience products. Several theoretical and managerial implications are provided, based on our findings