International Journal of Electronic Marketing and Retailing (31 papers in press)
20 years of online customer experience: a bibliometric review and research agenda
by Mehak Goyal, Pankaj Deshwal
Abstract: Online customer experience (OCE) has become a major source of competitive advantage Therefore, have been emphasised in literature by practitioners and academicians. This study is an attempt to better understand the intellectual structure of online customer experience research in extant literature. The purpose of this review is to examine and evaluate the subsisting theories, components, facets and various methodology of OCE research studied during 20002020. In the study 585 research articles from various reputed journals published in the last two decades are used for performing bibliometric analysis. VOSviewer software based on smart local moving (SML) algorithm is used for conducting both co-citation and co-word analysis. Findings revealed the most eminent research articles, most influential author and most occurred keywords. This holistic review will provide future directions and act as a foundation of emerging issues in the domain of OCE.
Keywords: online customer experience; OCE; bibliometric analysis; VOSviewer; co-citation; technology acceptance model; TAM.
Digital luxury retailing and the COVID-19 pandemic: a qualitative study
by Giuseppe Colella, Cesare Amatulli
Abstract: Luxury brands are increasingly realising the central importance of digital technology in addressing consumers needs and desires. In this context, several studies have focused on the role that digital technologies play in luxury brands communication, but few of them have addressed luxury brands digital retail distribution strategies. Understanding this topic is especially critical amidst changes in global economics many of them spurred by the COVID-19 pandemic that are reshaping how luxury consumers shop at and interact with retailers. Against that backdrop, this research pursues a twofold objective, namely: identifying the current effects of the pandemic on luxury brands digital retailing and illuminating the challenges said brands will face in the near future. Given the sparse explorations of digital retailing (especially for luxury brands) and the extraordinary nature of the pandemic, this research uses a qualitative-exploratory approach based on semi-structured one-to-one interviews with experts from a leading digital marketing company in order to develop some initial insights. The limitations of this research are due to the cut-off period and the use of a restricted sample. In addition to discussing the theoretical and managerial implications of the results, the paper provides interesting guidance for future research.
Keywords: digital marketing; digital retailing; luxury marketing; digital luxury retailing; e-commerce; electronic commerce; pandemic; qualitative study.
A Strategic Framework for Non-Intrusive Mobile-Marketing Campaigns
by Saurabh Mittal, Vikas Kumar
Abstract: Intrusive marketing is invasive in nature and it has negative impact on the consumers. Due to its turning off effect, customers may develop an antipathy to the brand. Hence, the marketing campaign may lead to just opposite of its objectives. With the large scale proliferation of mobile communication, there has been a stringent shift from the traditional marketing to mobile phone based marketing. However, due to the more personalized nature of device, customers are generally more sensitive towards the marketing campaigns delivered on their mobile phones. Any unwanted marketing campaign may elicit negative response and marketers need to be very careful in drafting their strategies to identify what and how to reduce the intrusive nature of their advertisements. The existing frameworks and models for marketing campaigns do not cover the intrusiveness of mobile marketing campaigns. Present work identifies the factors leading to the non-intrusive campaigns and their possible consumer effects. A strategic framework has been proposed for the development of non-intrusive mobile marketing campaigns along with technology based solutions and content specific suggestions.
Keywords: Intrusive marketing; Non-Intrusive Marketing; Mobile Marketing; Passive Marketing; Non-intrusive mobile marketing framework.
Interactive websites of e-Malls instigate intentions to generate e-WoM
by Tahir Mumtaz Awan, Tayyaba Latif, Faheem Aslam, Tayyba Fatima
Abstract: The study was outlined to understand antecedents of consumers intentions to generate electronic word of mouth and to examine the role of website interactivity with the interplay of e-satisfaction, perceived ease-of-use and perceived usefulness. Data was collected through self-administered questionnaires from the respondents of both genders belonging to multiple age groups. Data analysis was carried out through Smart PLS and the hypothesized relationships were tested. The results illuminated significance of websites interactivity in achieving a well generated content from consumers and revealed that all three intervening constructs play vividly to facilitate consumers in sharing their experiences. It implies that companies should focus on developing strategies to make their website more interactive. Marketers can conveniently work upon their desired e-WoM generation in order to obtain rich user generated content. The practice is also considered as an information dissemination mechanism, consequently educating consumers.
Keywords: Website Interactivity; e-WoM; Perceived Usefulness; Perceived Ease-of-Use; e-Satisfaction.
Investigating last-mile delivery options on online shoppers experience and repurchase intention
by Salini Devi Rajendran, Siti Norida Wahab
Abstract: Last-mile delivery is considered an imperative element in online trading. As technology is expanding and accelerating, the need to make sure that online shoppers in Malaysia experienced on-time and reliable online shopping delivery services has become vital. Hence, e-retailers play a major part in investigating the challenges faced by online shoppers during delivery services and identifying their most preferred delivery options. This paper aims to investigate the influence of last-mile delivery options on the online shoppers experience and its effect on the intention to repurchase with e-retailers. The study was carried out among 150 experienced online shoppers. Data were analysed using structural equation modelling via SmartPLS 3. Findings revealed that time-slot delivery and unattended delivery significantly influence online shoppers experience and repurchase intention. Hence, this paper provides useful insights for online retailers to improve their current and future last-mile delivery services to customers.
Keywords: last mile delivery; delivery options; online shopping; e-retailers.
NLP technologies for analysing user generated Twitter data to identify the reputation of universities in the Valencian community, Spain
by Paula Nuñez Milan, Manuel Palomar, Yoan Gutierrez
Abstract: The measurement of a university's reputation is currently based on rankings published nationally and internationally. These rankings are based on different criteria directly related to research and teaching, thereby creating a reputation. However, the proliferation of digital media has made it is possible to know the real opinion of stakeholders on a range of issues, including brand perception. Therefore, analyzing data sets from social networks, blogs and the comment sections of websites has become an increasingly worthwhile task to getting a thorough understanding of an organizations reputation. One way to approach this task is to use natural language processing (NLP) technologies as part of the process of conceiving the social reputation of institutional brands by interpreting a large amount of comments from social users. NLP technologies are useful for identifying and quantifying positive, neutral, negative and other information posted on social networks, i.e. Twitter. Through this research, we intend to monitor the situation of universities in the Valencian Community in terms of audience opinions, based on a justified selection of Human Language Technologies that provide the necessary data from tweets, to create different classifications such as reputation, audience, among others.
Keywords: Universities; Natural Language Processing; technologies; Social Media; reputation; sentiment analysis; opinion mining; audience; public opinion; Human Language Technologies.
Antecedents of m-commerce satisfaction and purchase behaviour in the footwear industry
by Mehruba Haque, Amy Wong
Abstract: This study examined the antecedents of customer satisfaction and purchase behaviour in a m-commerce setting. Data was collected from online customers who have previously purchased a footwear from the m-commerce website of a leading footwear retailer in Bangladesh, a developing country. Using multiple regression analyses, the study examined the relationships between the independent and dependent variables (i.e., customer satisfaction and purchase). The results highlighted the positive effects of perceived website interactivity and perceived information quality on customer satisfaction, as well as the positive effects of perceived ease of use and perceived service quality on customer purchase behaviour. This study highlighted the important factors that m-commerce websites should focus on in order to deliver an enjoyable online shopping experience that can bring about the fulfilment of customer expectations, leading to stronger customer relationships and increased sales for the company. Further discussion and implications are presented.
Keywords: perceived website interactivity; perceived information quality; perceived service quality; customer satisfaction; purchase behaviour.
Effectiveness of In-Game Advertisements within Role-Playing Games
by Luis Guerra, Deepak Saxena
Abstract: The digital gaming industry has grown tremendously in the past decade. The vast potential of the gaming market combined with consumers defiance for traditional advertising calls for research focusing on finding the most effective ways to implement advertisements within digital games. Although research has studied factors such as advertisement format, gaming experience, demographics, brand familiarity and advertising attitude in racing game, limited research has been performed in the genre of Role-Playing Games (RPG), which accounts with a vast player base. This study investigates the influence of two key factors prominence and congruity on brand awareness and brand attitudes in the RPG context. Using brand placement in a self-developed game, this study finds that passive and incongruent advertisements are associated with high brand recognition and brand recall in the RPG genre.
Keywords: in-game advertising; prominence; congruity; brand recall; brand recognition.
The determinants of e-tourism websites for tourists while selecting a travel destination
by Sheshadri Chatterjee, Dipasree Majumdar, Sanjay Misra, Robertas Damasevicius
Abstract: The purpose of this article is to identify the determinants of the e-tourism websites for tourists to select their travel destinations. Based on the review of the literature, a conceptual model has been developed. The model contains antecedents of e-tourism websites that could help a tourist to select the travel destination. The model has been validated statistically with a survey involving 309 usable respondents. The PLS-SEM analysis was conducted for hypotheses testing and for validation of the conceptual model. The results show that the antecedents of e-tourism websites like the ease of use, website enjoyment, perceived authenticity of websites, and perceived risk have an impact on the tourists for selection of their travel destinations. The e-tourism websites should possess special features to help travelers to accurately finalize their travel destinations. The developer of the website should design the websites interactive so that the viewers can enjoy while surfing the website and should be cautious towards the accuracy of the information-content so that the viewers can feel the contents authenticated. Since there are not many studies in the context of the contribution of e-tourism websites for selecting a travel destination, this study has taken an attempt to fill up this gap.
Keywords: e-tourism; travel destination; enjoyment; trust; authenticity; interactivity.
The impact of new e-retailers policy information on post-purchase services towards customer satisfaction
by E. Noble Kennedy, Goutam Kumar Kundu
Abstract: The purpose of the study is to examine the relationship between the policy information and post-purchase services towards customer satisfaction that influences repeat purchase intention of the new e-retailers in India. Using SmartPLS 3 structural equation modelling software, authors present an enhanced model based on the survey from the customers who had the online purchase experience from new e-retailers. It extends from the previous past studies from post-purchase studies that impact customer satisfaction and repeat purchase intention. The result of the study shows that policy information (policy clarity, policy fairness, policy trust) improves the post-purchase services (customer support, delivery service, delivery tracking, and product return) and significantly adds value to customer satisfaction and influence repeat purchase intention. The contribution of this study is as follows: it first identifies the variables having relevance to the policy information of new e-retailers; second, it evaluates the impact of e-retailers policy information that promises and encourages post-purchase services; and third, proposes a significant measure of model extension with the relationship between policy information and post-purchase services towards customer satisfaction.
Keywords: e-retailer; supply chain; post-purchase; policy information; customer satisfaction; repeat purchase intention.
The Effect of Country of Origin on Perceived Quality of E-Services
by Zhuofan Zhang, Fernando Jimenez, Shuang Yang
Abstract: A vast amount of research shows that country of origin information can influence consumers evaluations of perceived quality. However, most investigations of country of origin effects have been conducted in the realm of tangible goods. Scant research has investigated whether country of origin influences consumers evaluations of perceived quality in the context of intangible electronic services (i.e. e-services), such as mobile applications, websites and video games. This article fills that void. Based on categorisation theory, we propose that the effect of country of origin information on perceived quality is mediated by the activation of stereotypical attributes associated with tangible products. Accordingly, when country of origin information triggers tangible stereotypical attributes, country of origin effects will not be diagnostic for evaluations of e-services. Thus, country of origin effects observed in tangible goods will not spill over to e-services. The results of an experimental study support this claim. The implications for country of origin spillover effects as well as for managers of e-services are also discussed.
Keywords: country of origin; perceived quality; e-services; spillover effect.
Investigating the impact of digital media advertising content on accepting or rejecting the message mediated by advertising value and modifier of brand trust and marketing innovation (case study: citizens of the west of Tehran)
by Mahshid Janmohammadi
Abstract: The goal of this analysis is to examine the influence of digital advertising content on the reception or denial of messages. Research variables include educational content, entertainment, stimulation and, advertising value, brand trust, and the intention to embrace or reject the message and innovation. The research approach is path analysis and modelling of structural equations. To analyze the data in the descriptive statistics section and reliability test, SPSS software will be used and in the section of confirming the validity of the structure, SmartPLS software will be used to approve the general model. The findings revealed that the relationship between the dimensions of digital media and the purpose to embrace or deny the advertising message with advertising value is moderated by the brand trust. The results also showed that marketing innovation is a good modifier for the relationship between advertising value and the intention to accept or reject the brand.
Keywords: digital media; advertising value; brand trust; marketing innovation.
The Importance of Service Convenience and Temporal Personality for Omnichannel Customer Equity and Shopping Behavior
by Joon Yong Park, Renee Kim
Abstract: The boundary between online and offline market has disappeared and the retail channel has evolved from segmented channels to omnichannel (OC) format, and consumers shopping behaviour is rapidly evolving with the emergence of the OC retail service. The OC enables consumers to have seamless experience both in online and offline domains, having access to shopping convenience regardless of time and location. The pressure to provide convenience is rising in the retail sector, and companies make large investments to improve the convenience of services through the adoption of Omni-channel. The purpose of this study is to assess how OC's perceived service convenience can impact customer equity from a customer perspective. Analyzing the significance of OC service convenience in the minds of customers can help companies decide how to stay current and attract potential new customers. The study also assesses the effect of temporal personality on their perceived value of OC service, which may help development of effective OC strategy, projecting consumer behavior more precisely. Seider (2007)s SERVCON framework was applied to analyze the relationship between service convenience and customer equity and usage intention of OC. Online survey method was used to collect OC consumers. Findings present the importance of selected OC constructs such as post-benefit convenience and differential effect of temporal personality on consumers preference for the OC service convenience.
Keywords: Omnichannel; Service convenience; SERVCON; Temporal Personality; Customer equity.
An exploration of online marketplace quality dimension and relationship with purchase intention: The mediating roles of trust and e-Wom
by Priyadarshi Ranjan, GVRK Acharyulu
Abstract: As the e-commerce industry undergoes metamorphosis with each passing day, gaining and retaining competitive advantage has become a significant challenge for the online marketplace. In this scenario, sellers have emerged in the forefront, playing a crucial role within companies and helping them in outperforming their rivals in the competitive market. This research has empirically investigated the effect of online marketplace quality on online purchase intention by introducing a new dimension: seller selection quality with website design quality and service quality of the online marketplace, testing the direct and indirect mediation effects of trust and e-WOM. In the proposed model, seller selection quality is determined by the product price, product quality, delivery lead time and delivery cost, and its helps to match consumer desire to overcome quality issues of the online marketplace. Data has been collected from University students using a web-based survey using adapted instruments. In order to test the hypothesis on the relationship between constructs, data analysis has been done using SmartPLS-SEM 3.0. The statistical results indicate that online marketplace quality is a strong predictor of trust and e-WOM, both of them mediating the relationship between online marketplace quality and online purchase intention.
Keywords: Online marketplace quality; seller selection quality; website quality; service quality; online purchase intention; trust; e-WOM; Pls.
Understanding Consumer Adoption and Actual Usage of Digital Payment Instruments: Comparison Between Generation Y and Generation Z
by Irfan Fadhilah, Daniel Tumpal H. Aruan
Abstract: The purpose of this study is to examine the factors that encourage people to use digital payment instruments, specifically from two tech-savvy generations: Generation Y and Generation Z.
A total of 320 respondents from both generations was obtained through an online survey. The results revealed that Generation Y showed a lower tolerance to the risks involved in using digital payment and are prone to social environment influence. Meanwhile, Generation Z highly considered the performance quality, together with joy and satisfaction, from using digital payment.
The results of this study could be an insight for concerning parties to give a better understanding of Generation Y and Generation Zs behaviors, especially on their stance of adopting technology. Hence, this study could help them devise the best way to approach these generations to market their products for research purposes.
Keywords: UTAUT2; Stickiness to Use Cash; Digital Payment Instruments; Generation Y; Generation Z.
Workplace mindfulness and customer satisfaction: an investigation in hospitality industry based on booking.com overall ratings
by Eser Erdurmazlı, Haluk Erdem, Ufuk Türen, Yunus Gökmen, Gökdeniz Kalkın
Abstract: Despite growing number of studies demonstrating its substantial potential in workplace settings, empirical studies on effects of workplace mindfulness on individual and organisational outcomes are still at a very early stage. Furthermore, the number of studies on how to improve attitudes and behaviours of hotel employees to a much higher level is quite insufficient. In this regard, based on self-regulation theory, this study examined the relationship between hotel employees mindful behaviours and guest satisfaction in the form of Booking.com overall ratings. To that end, 286 employees from 20 hotels in Mula province of Turkey constituted the studys sample. The results of the analyses revealed a significant relationship between workplace mindfulness and customer (guest) satisfaction. We expect that this study can make a significant contribution to filling the current theoretical gap in relevant literatures. We suggest that it may be very beneficial for hotel operators to invest in training and supporting of their employees to improve their mindful job attitudes and behaviours if they want to increase guest
satisfaction so that they can become and remain competitive in the sector.
Keywords: workplace mindfulness; customer/guest satisfaction; hotels; hospitality industry; booking.com; self-regulation theory.
Social media communication and consumer decision making: an empirical perspective
by Sumit Sangwan, Supran Kumar Sharma
Abstract: Consumer behaviour is changing dynamically with the emergence of diverse social media platforms. The study considers all phases of consumer decision making (CDM) and states their level of significance with respect to social media involvement. Primary data were collected through self-administered questionnaires. Exploratory factor analysis was applied to check the dimensionality of constructs followed by structural equation modelling. The findings explicate that pre-purchase activities are highly influenced by social media followed by post-purchase evaluation, purchase
decision and finally need recognition. The study confers insights to marketers/practitioners/academicians about influence of social media during different phases and relevantly contributes to literature. The study suggests marketers to provide reliable and detailed information of products/services on
social media and focus on consumers opinions published which are considered to be trustworthy information. The study elucidates how business organisations can influence consumers decision by participating actively on social media and maintaining customer relationship management.
Keywords: firm-generated content; user-generated content; social media; consumer decision making; CDM; pre-purchase activities.
Augmented and virtual reality effects on social responsibility in retail
by Kaylyn Wenzel, Lauren Copeland
Abstract: The purpose of this research is to understand how knowledge of social responsibility within the apparel industry creates a sense of social responsibility concern which would lead to purchase intention, while being moderated with the use and perception of virtual reality (VR) and/or augmented reality (AR). An online survey of 214 Gen Z respondents was conducted to understand participants thoughts and familiarity with AR/VR. Overall, it was found that AR and VR are tools Gen Z is willing to use within their shopping experience, if given more experience with it.
Keywords: social responsibility; augmented and virtual reality; consumer behaviour; Gen Z.
Does visual merchandising affect response behaviour? Role of atmospheric cues in online retailing
by Farah S. Choudhary, Alka Sharma
Abstract: The retail sector has revolutionised with all the major national and international brands going online giving the customers an option to visit a website and purchase online. However, the decision to visit a particular website needs to be analysed to identify the underlying online visual merchandising (OVM) cues affecting their behaviour and suggest strategies to promote growth of E-Commerce. The study has applied the S-O-R paradigm in online context for investigating the role of atmospherics in eliciting emotional state that leads to favourable response behaviour from the consumers. The study has focused on examining the impact of four OVM cues (colour, product presentation, website design and layout, and website navigation) on emotional state and the approach-avoidance behaviour. The data for the present research was collected from shoppers of two top leading websites, viz., Flipkart and Amazon India. The results suggest that out of all the elements, colour stimulates the emotional state most in the Indian context. The study presents a strategic model of OVM elements and Customers Response Behaviour, mediated by the affective state that can be applied in the Indian context and help create positive behaviour among online consumers.
Keywords: online visual merchandising; OVM; emotional state; S-O-R model; customer approach-avoidance behaviour.
Comparison of the consumers need for touch in terms of high-touch and low-touch products in online and offline retail stores
by Kalender Özcan Atilgan, Murat Bayindir
Abstract: In the current marketing literature, sensory marketing as an innovative marketing strategy has a growing interest. In order to manage sensory marketing effectively, it is crucial to handle each sensory stimuli in detail. Among the five senses, touch and its effects on consumer behaviour have long been ignored in marketing literature. Based on the limited theoretical and empirical grounds of haptic (touch) issues, this study aims to empirically investigate the differences of need for touch between online and offline retail stores for high-touch and low-touch products. Analysis of covariance (ANCOVA) was used to test for differences among treatment groups. According to the results of the study, there was only a statistically significant difference in the context of the need for autotelic touch among the groups examined in the study. In the conclusion, some suggestions for future research and for the retailer and marketing managers are put forward.
Keywords: need for touch; high-touch products; low-touch products; consumer behaviour; online retail store; offline retail store.
Factors influencing consumer intention to use social commerce
by Zaki Shoheib, Emad A. Abu-Shanab
Abstract: Social commerce is a new concept in the field of information technology. This study aims to investigate the factors that influence the consumers intention to buy through social commerce in Qatar. The current study is based on the extended unified theory of acceptance and use of technology (UTAUT2). This study proposed three major extensions to the UTAUT2 with modification to the price value variable to be perceived value (PV). In addition, the model is extended with two new predictors, i.e., social commerce constructs (SCCs) and trust (TR). The results indicated that perceived value followed by trust were the most influential factors that affect the consumers intention to buy through social commerce in Qatar, while performance expectancy, effort expectancy and social influence were not found to be significant at all. The coefficient of determination of the regression model yielded 72.5% explanation power, which exceeds the UTAUT and the UTAUT2 models. Managerial implications were presented, and study limitations were furnished with suggestions for future works.
Keywords: social commerce; social commerce constructs; SCCs; UTAUT2; Qatar; trust; perceived value.
The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment
by Surasak Suthongwan, Chanongkorn Kuntonbutr
Abstract: We examine the impact of traditional and digital touchpoints on customer engagement, with relationship quality and brand attachment as mediators. Data from 603 current automobile users in Thailand were collected using a survey and analysed using structural equation modelling. The fit indexes indicated that the data had an acceptable fit to the model. Only digital touchpoint was found to have a direct effect on customer engagement. Relationship quality was found to mediate the relationship between both traditional and digital touchpoints on customer engagement. Moreover, brand attachment mediated only the relationship between traditional touchpoints and customer engagement. Traditional and digital touchpoints seemed to have a differential effect on customer engagement. These findings provided marketing practitioners with some insight into how to craft a marketing strategy with better results.
Keywords: customer engagement; traditional touchpoint; digital touchpoint; relationship quality; brand attachment.
Electronic service recovery strategies and satisfaction with electronic service recovery: moderating role of value co-creation
by Farzaneh Ghorbani Moghadam, Amir Mohammad Fakoor Saghih
Abstract: Despite efforts made by organisations for the provision of high-quality services, service failure (SF) is still considered a serious challenge in most organisations. In previous studies, there has been less interest in factors affecting the behaviour and satisfaction of customers with e-service recovery. To fill the existing research gap, this study investigates the effect of e-service recovery strategies on customer satisfaction with service recovery. It also aims to show how value co-creation adjusts customer perceptions of justice towards online service recovery and restores customer satisfaction. The hypotheses were tested using structural equation modelling with the help of SMART PLS. To this end, a questionnaire including 25 items was distributed among Alpha Bank customers selected by stratified random sampling (560 questionnaires
were finally analysed). According to the results, ESR strategies improved customer-perceived justice and eventually customer satisfaction with service recovery (SR). The moderating role of value co-creation was rejected in Alpha Bank.
Keywords: electronic service recovery strategies; customer satisfaction with ESR; perceived justice; value co-creation.
How trust and perceived risk create consumer purchase intention in the context of e-commerce: moderation role of eWOM
by Dudi Amarullah
Abstract: E-commerce is a business model that has developed very rapidly. In this context, this research is intended to examine how the mechanism of consumer trust and consumer perceived risk in creating purchase intention in the context of e-commerce, and how the role of eWOM in influencing the relationship between trust, perceived risk, and purchase intention. Empirical data were collected by distributing questionnaires to respondents in Indonesia. Hypothesis testing is done by using partial least square-structural equation modelling (PLS-SEM). The findings in this study indicate that trust has a positive impact on purchase intention, while perceived risk has a negative impact on purchase intention. For the moderating effects, the findings in this study indicate that eWOM was able to moderate the impact of perceived risk on purchase intention. In contrast, it was also found that eWOM was unable to moderate the impact of trust on purchase intention. Several implications are also presented at the end of the paper.
Keywords: e-commerce; trust; perceived risk; eWOM; online purchase intention.
Interpersonal versus institutional trust: consumers' trust to sharing services and its impact on continuance intention
by Nezahat Ekici, Tuğba Özbölük
Abstract: The influence of trust on consumers' sharing intentions is an essential topic in electronic commerce. However, research on interpersonal trust is very scarce. Therefore, this paper explores the impact of interpersonal trust on consumers' continuance intentions to use sharing economy services. Another research question of this paper is how the impact of this trust differs by the service platforms which offer different products to share (pet, car, and accommodation). For this purpose, we conducted an online survey on 252 users from three separate sharing platforms. Findings reveal that trust in peer and trust in product play a significant role in consumers' continuance intentions regardless of platforms. Findings also show that disposition to trust indirectly affects the continuance intention of two platforms which offer pet or car sharing. We found that trust in product affects continuance intention for car sharing. We also found that the effect of trust in peer on continuance intention for pet sharing platform is relatively strong. Revisiting the concept and measurement of trust in the context of sharing economy, this paper is regarded as an important contribution to an underexplored area.
Keywords: interpersonal trust; sharing economy; pet sharing; accommodation sharing; car sharing.
The role of the online flower of service in enhancing guest loyalty via the mediating role of guest experience: a structural equation modelling approach
by Alaeddin Ahmad, Dana Kakeesh, Mohammad Abuhashesh
Abstract: The current research examines the impact of the online flower of service on guest loyalty, moderated by guest experience. The flower of service is viewed in relation to online services, and is thus referred to as the online flower of service. In order to study all these variables, a total of 342 valid questionnaires were collected from guests staying at five-star hotels in Jordan and these were analysed using structural equation modelling. This research makes a scholarly contribution to academic and practical knowledge in this field and adds new information about the online flower of service, guest experience measured by convenience, and guest loyalty. It provides useful guidelines for future research work which would ideally extend to other sorts of tourism industry and hospitality services.
Keywords: guest experience; online flower of service; Lovelock's theoretical model; supplementary services; guest loyalty; hotels; tourism and hospitality industry; Jordan.
Effect of gender and unplanned shopping on healthy product buying and digital technology use
by Vikas Agrawal, Dale Cake, George Gresham
Abstract: Ever-changing grocery shopping habits of consumers create many challenges and opportunities for decision makers in the retail grocery industry. This paper focuses on consumers' in-store digital technology use and healthy product buying habits and their relationship with gender and unplanned spending. Specifically, among the six shopping components studied, the digital technology use and desire for healthy products explain many consumers' in-store shopping habits. This study finds that the shoppers who engage in unplanned shopping tend to use digital technologies more often to enhance their shopping experience. Additionally, there is a significant interaction effect of gender and unplanned shopping on healthy product buying habits. Findings of the study have implications for practical digital promotion stimuli, messaging, and targeting strategies, as well as unplanned shopping and communication theory.
Keywords: digital technology use; in-store stimuli; unplanned shopping; gender effect; healthy product buying.
Nipping the dead mall trend in the bud: a modified shopper-based mall equity model for South Africa's distressed malls
by Asphat Muposhi, Chengedzai Mafini, Roy Marlon Shamhuyenhanzva
Abstract: A modified shopper-based mall equity model was applied to gain insights into possible strategies to reposition distressed shopping malls in South Africa. Mall-intercept and online survey were used to collect cross-sectional data from 623 shoppers recruited from 15 distressed malls. Structural equation modelling was employed for hypotheses testing. Mall awareness and mall environment emerged as significant predictors of shopping mall value attributed to distressed malls. The effect of shopping mall personality on shopping mall value was insignificant, while perceived mall difference had a negative effect. The path from shopping mall value to mall attachment was also insignificant. Demalling, mall renovation and a distinctive mall personality are suggested as potential strategies to reposition distressed malls and keep pace with experiential value accorded by internet-based malls. Mall personality may be improved by shifting away from a cost-oriented strategy by embracing a differentiated mall strategy premised on enhancing shopper experiential value.
Keywords: dead mall; shopper-based mall equity; shopping mall value; mall attachment; South Africa.
Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study
by Ravi Narayanaswamy, Richard A. Heiens
Abstract: Prior studies confirm the influence of social media marketing on a variety of psychological dimensions. However, without tangible performance metrics, most of these studies have been unable to directly and conclusively measure the effectiveness of social media strategy. Utilising data from the 500 largest internet retailers in the USA, this study explores the relationship between social media marketing, customer attraction and sales performance. The results of our research show that the optimal combination of social media outcomes for enhancing customer attraction includes maximising the number of likes for Facebook, the number of followers for Twitter, and the number of views for YouTube. To improve sales performance, the optimal approach includes maximising the number of likes for Facebook and the number of followers for Twitter. Further findings reveal that customer attraction mediates the relationship between social media marketing and web sales.
Keywords: social media marketing; SMM; customer attraction; web sales; Facebook; Instagram; Pinterest; Twitter; YouTube.
Do health-brand fan pages satisfy their consumers' desires?
by Gricel Castillo, Lorena Carrete, Pilar Arroyo
Abstract: Brand fan pages offer an opportunity to collect information from consumers and enhance customer engagement. This study explores the gratifications sought by consumers of healthy food brands when they participate in these platforms. A qualitative approach was used to collect information in the fortified ready-to-eat cereals category. Data were collected via in-depth interviews followed by a netnography study to analyse the informational, entertaining, relational, and remunerative gratifications provided by health-brand fan pages and the shortcomings perceived about the same. Based on the findings, a conceptual model that enhances the understanding of what are the consumer interaction determinants with brand fan pages is provided. Several studies have applied the uses and gratification theory to explain why consumers are motivated to use social media. However, this study is the first to explore the gratifications offered by health-brand fan pages.
Keywords: health-food brands; consumer behaviour; brand fan pages; social media; health consciousness; brand engagement; Facebook; engagement.
Shopping orientations and its influence on online purchase intention: a study of young adults
by Daly Paulose Meppurath, Roshna Varghese
Abstract: This study tests the shopping orientations of young adults when it comes to buying online using a modified version of Sproles and Kendall's (1986) consumer styles inventory (CSI). Till date, no systematic study has explored inclination towards e-shopping among young adults using the CSI approach. The validated CSI scale is tested on a sample of 630 young-adult consumers from an emerging market to examine its cross-cultural generalisability. Exploratory and confirmatory factor analysis is used to summarise the 46 initial variables into 35 composites that explain 11 underlying factors. The study confirms the applicability of the original CSI scale while identifying three new shopping orientations specific to emerging markets namely uninterested, convenience seeking and diligent shoppers. The role of these shopping orientations as antecedents to youth intention to shop online is then explored. Novelty and convenience seeking shoppers exhibit greater inclination towards e-shopping while quality conscious and confused shoppers with habitual shopping orientations negatively affect online purchase intention.
Keywords: shopping orientation; shopper typology; purchase intention; consumption; youth; shopping style; internet shopping; e-shopping; retailing; consumer behaviour; shopping; buying behaviour; India.