Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency

Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that influence consumers to purchase product. Previous studies revealed that impulse purchase behavior has been studied in different medium such as website, traditional television, and retail store. However, those studies are not dedicated to design models to increase impulse purchase tendency on iTV advertising. Hence, this study focuses on the development of a Conceptual Design Model of Interactive Television Advertising that could influence impulse purchase tendency. The model is shortnamed as iTVAdIP. Four (4) specific objectives were formulated: (i) to identify relevant impulse purchase components for iTV advertising, (ii) to develop a conceptual design model and a conformity tool of the iTVAdIP that embed impulse purchase tendency elements, (iii) to validate the proposed conceptual design model, and (iv) to measure the perceived influence of the conceptual design model elements on impulse purchase tendency. This study followed design science research methodology. The conceptual design model was validated through expert review. Then, an instrument was developed to measure the perceived influence of the conceptual design model. Eight dimensions were elicited from various relevant studies to form the instrument which are perceived ease of use, perceived usefulness, clarity, flexibility, visibility, applicability, satisfaction and motivation. A total of 37 potential advertising designers participated in this study. The results show that all dimensions are significantly correlated to the overall perceived influence, and the mean score of the overall perceived influence is high. Therefore, it is concluded that the iTVAdIP conceptual design model with its proposed elements is perceived as able to influence impulse purchase tendency. The iTVAdIP conceptual design model together with the conformity tool are the main contributions of this study. Both can be adopted as impulse purchase design guidelines for the advertising designers particularly the novice ones

Buying Behaviors of K-12 School Administrators: Private Consumption Versus Public Investment

School administrators are faced with many complex situations and are required to make decisions to best address the needs of their students and school community. As school resources and funds are finite, school administrators are tasked with making investment decisions that will most effectively impact their school systems. These decisions are made without school administrators being required to fulfill any standards in the field of economics. No literature was found that relates the field of economics to public education. The study will assess and teach basic knowledge of economic theories and also examine how K-12 administrators apply this knowledge through simulated case studies about purchasing and investment decisions made within educational systems. The study design consisted of an analysis of a pre/post-test and case studies to determine what school administrators know about private consumption and public investment and if their knowledge about these concepts increased following a 90-minute workshop. Participants also shared suggestions for future workshops. The participants included 11 school administrators who were enrolled in a doctoral school finance course at the University of Pittsburgh. The pre/post-tests and case study responses were analyzed to determine if their literacy of economics increased over the workshop session and to establish baseline information regarding school administrators’ knowledge of these concepts. The study established that administrators increased their understanding of economics, private consumption, and public investment. The findings from this study may also be used as rationale for post-secondary institutions and school systems to create requirements in coursework and professional development opportunities as the participants verified their lack of knowledge in this area and therefore the need for further exposure to these concepts in the future

Customer buying experience in multichannel retailing : Transition fluency during customers’ interactions with click-and-mortar furniture and interior design retailers

Meaningful, memorable and unique customer experiences are proved to influence customer satisfaction and customer loyalty, creating value for companies. However, due to changing multichannel environment and the lack of common understanding of customer experience phenomenon, many retailers struggle to provide their customers with exceptional experiences. This study took on a challenge to conceptualise customer buying experience in multichannel context. The aim of this study was to explore what relevance experience of the multichannel customer during his/her transitions between online and offline retail channels has in customer buying experience. The focus was placed on customer interactions with click-and-mortar furniture and interior design retailers. Multi-method qualitative research design was chosen to explore the phenomena and seek the support for the conceptual framework developed in the literature review. Qualitative data was collected through ten individual semi-structured interviews with consumers and two consumer focus groups, which resulted in 7 hours 12 minutes of audio material. Despite the challenges of approaching such an intangible topic, both data collection methods gave useful insights into the topic of customer buying experience formation. The data was mainly in line with the suggested theoretical model, but also succeeded to develop the model further, bringing the components of customer buying experience closer to service quality components, and emphasising even more the role of channel integration and omnichannel strategies. Basing on the results of this study, several hypotheses for future quantitative research can be proposed. The managerial implications of this study may be useful in the field of specialised multichannel retailing

The Relationship of Fans’ Sports-Team Identification and Facebook Usage to Purchase of Team Products

Social media has become a regular direct marketing component for sports teams. This study explores the link between team identification and use of a professional sports team’s social-media channels. Questions to answer include, Does social media impact identification fans have with a team or vice versa? What does the amount of social-media use do to impact the relationship? Does this activity lead to increased sales of tickets and merchandise? Data collected by an Internet survey of fans of a professional baseball team show a positive relationship between team identification and use of the team’s Facebook page as well as to team related purchases. Implications for theorists understanding the role of social media in branding as well as implications for sports marketing are discussed

Virtual store atmosphere in internet retailing: Measuring virtual retail store layout effects on consumer buying behaviour

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The research presented in this dissertation is concerned with the effects of the "virtual store atmosphere" on consumer buying behaviour within the context of Internet retailing. More specifically, the focus of this research is to investigate whether the virtual store layout, as a major virtual store atmosphere determinant, affects consumer buying behaviour during shopping activity within a virtual grocery store over the Web. The present research is of a multidisciplinary nature and belongs to the field of Internet Retailing, in which there is not to date an exhaustive established theory available as the case is for conventional retailing. Therefore, the relevant literature covers the established theories in the areas of Marketing, Retailing and Consumer Behaviour along with current research in Internet retailing. Moreover, Human Computer Interaction (HCI) served as an important theoretical tool as far as Web site design principles and guidelines are concerned. The research hypotheses were mainly generated based on the conventional retail store layout literature review. They were tested through a laboratory experiment employing a causal research approach. To that end, a virtual retail laboratory store employing the three most common conventional retailing layouts (i.e., grid, freeform, and racetrack) was developed in three versions (i.e., one version per layout), following the concept and rules applied in each specific layout type. Therefore, the layout was the only manipulated variable (treatment), since all other potential influencing factors remained the same. The findings of the present study indicate that conventional retailing store layout theory is not applicable on its present form in the context of Internet retailing. Furthermore, the layout was found to affect consumer buying behaviour regarding "perceived usefulness towards searching for and buying shopping list products," "perceived ease of using the store," "perceived entertainment during shopping activity" and "time spent for shopping." However, it was found that the layout does not significantly affect "promotion effectiveness" and "impulse purchases." Based on the research findings, the "freegrid" layout (i.e., a new layout type) was introduced as an emerging layout for Internet retailing. The suggested layout contributes toward the Internet retailing theory development, as well as toward the provision of direct managerial implications. Finally, the present research provides several future research directions dealing with the virtual store atmosphere effects on consumer buying behaviour

The influence of advertising at the point-of-purchase on shoppers and brands: an empirical study in convenience stores

The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.info:eu-repo/semantics/publishedVersio

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.   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.   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.   Findings: The present study serves to enhance comprehension regarding the underlying mechanisms that drive impulsive purchasing behaviours in the contemporary digital era.   Research, Practical & Social implications: It offers valuable insights for both marketers and consumers who aspire to adeptly navigate the intricate online shopping landscape.   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

The Effects of Consumer Buying Habits in the Automotive Industry

This study addressed the effects of consumer buying habits in the automotive industry. With consumer buying habits constantly changing and the advancement of technology and e-commerce, there is a growing opportunity for brick-and-mortar stores and dealerships to adapt their strategies to maintain and enhance revenues and profitability. Failure of organizations to adapt their strategies have resulted in a loss of revenue and led to bankruptcy. This qualitative case study addressed the failure of an organization to adapt to consumer buying habits in the automotive industry resulting in a loss of revenue and profitability. Further, the study provided an understanding of the actions taken by organizations to increase profits, and also the upcoming consumer buying habit trends that will cause an organization to adapt their strategies to maintain and enhance revenues. The results of this study indicated that a dealership’s adaptability was a necessity in a constantly changing industry. The actions taken by the dealership group included aggressive pricing, use of new technology, advertisement initiatives, and strategies, such as off-site and on-site services were effective among other results. While electrification was a common theme of discussion, the results of this study indicated no significant concern for upcoming trends

E-commerce : impulsive buying in fashion clothes stores

Mestrado Bolonha em ManagementThe rising usage of the internet in many nations has revolutionized the way people socialize, learn, govern, and conduct business in recent years. E-commerce transactions are also increasing and are becoming a societal trend. The existence of a simple and convenient online shopping system may encourage impulsive buying behaviour. The digital revolution is the transition from a conventional shopping landscape to E-commerce in which goods and services are supplied electronically. Previous studies have found that online shopping behaviour can be influenced by impulse as well as reasoned considerations of the advantages of E-commerce. Due to the pandemic that we are currently experiencing, consumers' online behaviour has changed, and online purchases have increased. Therefore, it becomes crucial to analyse the factors that lead to online impulse purchases. To explore this topic three theories were used. Theory of Reasoned Action (TRA)-based Web Trust Model to get an overview of the various stages of consumer behaviour when making a purchase, the S-O-R Framework to determine which factors influence online impulsive buying under the context of purchasing clothes and fashion products, and the Theory of Reasoned Action to understand the consequences of E-Impulsive Buying Behaviour. A quantitative method was adopted, based on information obtained through a survey with 261 participants. The research was evaluated using Partial Least Squares (PLS). The study’s findings indicated that Hedonic Social Motivation, Sales Promotion, Social Influence, and Website Security impact E-Impulsive Buying Behaviour. Nevertheless, Website Navigability, Website Visual Appeal, Perceived Website Quality, and Personalized Advertising concluded that the effect is not statistically relevant. Additionally, the outcomes of this investigation indicated that consumers’ E-Impulsive Buying Behaviour has an immediate effect on Regret, and it has no influence on Complain, as this variable was rejected. However, post-purchase regret of online customers who have previously made impulsive purchases may impact their complaint behaviour. It was also stated that complain affects both variables, Return Intention and Return Tendency. Lastly, it was confirmed that between refunding and exchanging products, the most usual is to exchange them.info:eu-repo/semantics/publishedVersio

The Consumer Buying Process on Online Era

The purpose of this literature review was to examine whether existing buying process models represent today’s consumer behavior or not. This thesis also reviewed how consumer buying process has changed on online era and what implications these changes have on company decision making. It became clear that according to current academic literature consumer buying behavior has changed remarkably due to advances in technology (Darley, Blankson & Luethge 2010, 95) but at the same time online consumer behavior theory has developed very little from marketing perspective (Darley et al. 2010,95)