e-Consumer Behaviour

Purpose – The primary purpose of this article is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being underexplored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of econsumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into econsumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, this study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The value of the paper lies in linking a significant body of literature within a unifying theoretical framework and the identification of under-researched areas of e-consumer behaviour in a marketing context

A commentary on social & experiential (e-)retailing and (e-)shopping deserts

Purpose – The last ten years have seen a gradual withdrawal of retail facilities from many local areas and the consequent growth of ‘shopping deserts’, resulting in social and health disbenefits. This paper examines the potential for e-shopping to fill the vacuum and to assist disadvantaged shoppers. Design/methodology/approach – The paper uses prior published research to comment on the extent to which e-retailing may be the shopping solution of the future? Findings – The Internet has limited potential to compensate for shopping deserts, as consumers who do not have a good range of physical shops within walking distance also tend to lack access to the Internet. Research limitations/implications – The paper is based solely on prior research. The authors recommend action research that may hopefully help excluded shoppers to become more included by addressing the problems of access to e-shopping. Practical implications – Government, service providers and e-retailers are may consider interventions such as subsidised Internet access, training and the provision of e-cash. Originality/value – The paper links research from diverse fields relating to shopping deserts, the digital divide, health, wellbeing, social and experiential aspects of (e-)shopping

Modelling the effects of mall atmospherics on shoppers' approach behaviors [Brunel Business School Working Paper series: special issue on marketing, volume 2, 2005]

Despite previous work, researchers still do not fully understand the mechanisms by which environmental stimuli influence emotions and affect behavior. This paper attempts to address this knowledge gap by modelling the effects of a stimulus on emotions and behavior within the context of a shopping mall and retail stores. We evaluate a stimulus-response model based on the influence of perceptions on shoppers’ moods, which in turn influence approach behaviors. A structured questionnaire survey of actual shoppers in a real mall environment (n=315) was analysed by structural equation analysis. The exemplar stimulus consisted of a Captive Audience Network (CAN or private plasma screen network) – a topic that has been little researched to date. The influence of the CAN was small but significant. The findings have implications for practitioners as even small changes in image can have a substantial effect on profitability

Myopia, customer returns and the theory of planned behaviour

As a prevalent and growing form of customer behaviour, deshopping is on the rise. Retailers' focus on good customer service and the offering of lenient returns polices has led to the growth in this fraudulent behaviour of customers in returning goods. This paper considers retailer myopia in the context of dishonest customer returns, applying the Theory of Planned Behaviour (TPB) using a quantitative questionnaire with 535 female consumers. The findings highlight the extent of the behaviour with 50% admitting to partaking in deshopping. The TPB variables can be utilised to manage and prevent deshopping. The results indicate that currently these customers perceive it to be easy to deshop as there are no consequences with the result that such behaviour continues to grow. If retailers were less myopic they would monitor returns more thoroughly and make it less easy for such customers to get away with undesirable deshopping behaviour. The paper makes recommendations for retailers to manage or alter perceived behavioural characteristics for customers, which in turn, would reduce tendencies for dishonesty in customers returning goods for refunds. Retail myopia is evident with deshopping behaviour with consequences for retailers in time, effort and costs

Con Edison: The Crisis of the Investor-Owned Utility

Consolidated Edison of New York, Inc. (Con Edison) is an investor-owned urban utility which provides electricity to New York City and most of Westchester County. It is representative of the older investor-owned utilities which are currently in the poorest financial condition. Although these utilities do not serve rapidly expanding service areas, the replacement of obsolete generating plants necessitates continued large capital expenditures. Present conditions raise the possibility that older investor-owned utilities cannot survive in their present form of regulated private monopoly. The failure of Con Edison to pay a quarterly dividend on April 23, 1974 focused attention on the deteriorating financial condition of the utility industry. Investor confidence in all utility securities plummeted and an unprecedented plunge in the value of such securities followed. The key to Con Edison\u27s financial dilemma is that revenues have not increased sufficiently to compensate for higher operating and capital costs. While some of Con Edison\u27s problems are unique, its financial crisis stems from forces buffeting the entire utility industry. This Comment will examine its problems and make suggestions for ameliorating them

Con Edison: The Crisis of the Investor-Owned Utility

Consolidated Edison of New York, Inc. (Con Edison) is an investor-owned urban utility which provides electricity to New York City and most of Westchester County. It is representative of the older investor-owned utilities which are currently in the poorest financial condition. Although these utilities do not serve rapidly expanding service areas, the replacement of obsolete generating plants necessitates continued large capital expenditures. Present conditions raise the possibility that older investor-owned utilities cannot survive in their present form of regulated private monopoly. The failure of Con Edison to pay a quarterly dividend on April 23, 1974 focused attention on the deteriorating financial condition of the utility industry. Investor confidence in all utility securities plummeted and an unprecedented plunge in the value of such securities followed. The key to Con Edison\u27s financial dilemma is that revenues have not increased sufficiently to compensate for higher operating and capital costs. While some of Con Edison\u27s problems are unique, its financial crisis stems from forces buffeting the entire utility industry. This Comment will examine its problems and make suggestions for ameliorating them

Defying marketing sovereignty: Voluntary simplicity at new consumption communities

Purpose of this paper: To broaden the scope of or knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life. Design/methodology/approach: Radical forms of voluntary simplifier groups were explored through participant-observation research. The methodology can be broadly classified as critical ethnography, and a multi-locale approach has been used in designing the field. Findings: Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals. Research limitations/implications (if applicable): This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such communities influence mainstream consumers could be studied both quantitatively and qualitatively. Mainstream consumers’ attitudes to the practices of such communities could prove useful for uncovering real consumer needs. Practical implications: Despite these communities position in the extreme end of the voluntary simplicity spectrum, their role in shaping the practices and attitudes of other consumers is clear. What is original/value of paper: This paper provides new consumer insights that can re-shape policy-making and marketing practice aimed at achieving a sustainable future