Factors influencing smartphone based online shopping: an empirical study of young Women shoppers

This paper aims to examine the effect of social value to individual characteristic (need for uniqueness and attitude toward luxury fashion brands). Other than that, it also aims to examine the effect of social value on the cognitive-affective model (perceived quality and emotional value) through individual characteristic of Saudi women's purchase intention towards luxury fashion brand. The researcher will study on how the individual characteristic affects Saudi women's intention to purchase through cognitive-affective model. The reason to this in depth study of the model is because this model includes the consumers' rational and emotional value (thinking and feeling) [1]. A number of researches combine these variables together in order to understand the factor to purchase intentions in various societies, however, there are also a plenty of study regarding retail development and international brands attractiveness in Saudi Arabia. This present study focuses on the social value and individual characteristic of Saudi consumers about purchasing luxury fashion brands. This study will provide deeper understanding of women consumers' purchase intention of luxury fashion brand in Saudi Arabia. A preliminary study investigated the availability of conceptual model to understand consumer behavior toward luxury fashion brand. This study may provide valuable information and statistical analysis data for the new investors to know how to make investment in Saudi Market, and the existing investors who have already entered Saudi market and plan to move forward, as well as for those who plan to start a business to identify the affective marketing strategy regarding luxury fashion brand.

Aim/Purpose: This study investigates the factors that affect the repurchase intentions of Generation Z consumers in India’s online shopping industry, focusing on combining the Expectation-Confirmation Model (ECM) and Extended Technology Acceptance Model (E-TAM). The aim is to understand the intricate behaviors that shape technology adoption and sustained usage, which are essential for retaining customers in e-commerce. Background: Social media and other online platforms have significantly influenced daily life and become essential communication tools owing to technological advancements. Online shopping is no exception, offering a range of product choices, information, and convenience compared with traditional commerce. Indian retailers recognize this trend as an opportunity to promote their brands through e-shopping platforms, leading to increased competition. Generation Z comprises 32% of the world’s population and is a significant emerging customer base in India. Numerous studies have been conducted to study customers’ repurchase intention in the online shopping domain, but few studies have explicitly focused on Generation Z as a customer base. This study aims to comprehensively understand the topic and investigate the variables that impact consumers’ online repurchase intention by examining their post-adoption behavioral processes. Methodology: The study employed a quantitative research design with structural equation modeling using AMOS to analyze responses from 410 participants. This method thoroughly examined hypotheses regarding factors affecting repurchase intention (security, ease of use, privacy, and internet self-efficacy) and the mediating role of e-satisfaction. Contribution: This study makes a unique contribution to the field of e-commerce by focusing on Generation Z in India, a rapidly growing demographic in the e-commerce industry. The results on the mediating role of e-satisfaction have significant implications for e-retailers seeking to enhance customer retention strategies and gain a competitive edge in the market. Findings: The research findings underscore the significant influence of security, ease of use, and internet self-efficacy on repurchase intentions, with e-satisfaction playing a pivotal role as a mediating factor. Notably, while privacy concerns did not directly impact repurchase intentions, they displayed considerable influence when mediated by e-satisfaction, highlighting the intricate interplay between these variables in the context of online shopping, which is the unique finding of this study. Recommendations for Practitioners: This study has several significant implications for practitioners. Effectively addressing computer-related individual differences, such as computer self-efficacy, is crucial for boosting online customers’ repurchase intention. For instance, if an e-retailer intends to target Generation Z customers, they should collaborate with IT professionals and develop various computer literacy programs on online streaming platforms, such as YouTube. These programs will enhance target customers’ confidence in online shopping portals and increase their online repeat purchases. Additionally, practitioners should strive to improve the online shopping experience by making the portal user-friendly. Generation Z is accustomed to a fast Internet experience, so they prefer that the process of completing online transactions is swift with fewer clicks. The search for products, payments, and redress should not be tedious. Furthermore, the primary objective of the e-retailer should be to satisfy customers, as satisfied customers repeat their purchases and increase overall profitability. Recommendation for Researchers: The current study was conducted in the Delhi-NCR region of India, and its findings could serve as a basis for future research. For instance, the scale devised in this study could be utilized to examine the impact of cash-on-delivery as a payment method on purchase intention across the country. Alternatively, a comparative analysis could be conducted to compare cash-on-delivery effects in various countries. Impact on Society: The study’s findings enable stakeholders in the online shopping industry to comprehend the post-adoption behavior of Generation Z users and augment existing literature by establishing a correlation between determinants that impact repurchase intention and e-satisfaction, which serves as a mediator. Future Research: This study examines the factors that impact the propensity of Generation Z shoppers to engage in repeat online purchases. This study focuses on India, where the Generation Y (millennial) customer base is also substantial within the online shopping market. Future research could compare the shopping habits of Generation Z and Generation Y customers, as the latter may place greater importance on privacy and security. Additional studies could broaden the scope of this research and explore the comparative viewpoints of both generations. Also, it would be advantageous to conduct in-depth interviews and longitudinal studies to acquire a more in-depth comprehension of the evolving digitalization of shopping.

Purchase intention is an important trigger that motivates shoppers to shop online through smartphones. Therefore, it is essential to identify determinant factors of customers in Indonesia’s purchase intention on online shopping. This research examines internet self-efficacy, perceived aesthetics to purchase intention directly or mediated through perceived benefit. The study of the impact of hedonic motivations of adventure on purchase intention is also analyzed. The paper carried out a non-probability sampling on a purposive sample of 248 shoppers in Indonesia collected via an online survey. The data of this study were tested using PLS-SEM (Partial Least Squares-Structure Equation Modeling) to test hypotheses. The result of this study indicates that hedonic motivations of adventure and perceived benefit positively affect purchase intention. Internet self-efficacy and perceived aesthetics have a positive impact on perceived benefit. This study also shows that internet self-efficacy and perceived aesthetics positively affect purchase intention mediated by a perceived benefit.

Purpose – This study aims to theorize and empirically examine the relationship between “purchase intention and conversion rate”, “website satisfaction and conversion rate” and “purchase intention and conversion rate”. E-Commerce conversion rate represents the percentage of visits to an e-tailer’s website that includes a purchase transaction. Despite the importance of conversion rates for e-tailers, prior research predominantly used purchase intention and website satisfaction as main dependent variables and implicitly assumed that these variables will influence the actual purchase. Design/methodology/approach – Data on 85 US retail websites were used to test the hypotheses. The unit of the analysis is the online retail website. Regression analysis was used to perform the data analysis. Findings – The results indicate that both purchase intention and website satisfaction positively influence conversion rates. It was also found that website satisfaction positively influences purchase intention. Research limitations/implications – Only data from 85 US e-tailers from the top-100 US online retailers are used to test the hypotheses. Also, conversion rate is only one of the several important success metrics used by e-tailers. Originality/value – This study not only examines antecedents of e-commerce conversion rates, but also theorizes and tests if there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”. This is because, although previous studies used purchase intention and website satisfaction as main dependent variables and proxies for actual purchase behavior, they did not validate this relationship. This study shows that: there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”, there is also a statistically significant relationship between “website satisfaction and purchase intention” and this study used firm-level data to theorize, measure and analyze the data, whereas prior literature used only individual-level data.

Abstract: In the changing terrain of digital economy, website design and functionality have become major determinant of consumer behaviour. Emphasising the mediating influence of perceived trustworthiness, this conceptual paper investigates how usability and website aesthetics affect consumer purchase intention. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, the study positions website aesthetics (visual appeal, design consistency) and usability (navigation ease, responsiveness) as external stimuli that affect users' internal cognitive evaluations—particularly trust development. The paper contends that when websites not only offer a good visual experience but also simple usability and navigation, consumers are more likely to create positive purchase intentions. Moreover, a fundamental psychological mechanism that closes the distance between interface design and behavioural results is trust in the website. This model gives practitioners trying to maximise user experience in e-commerce platforms practical insights and a complete basis for upcoming empirical validation. The study adds to the increasing corpus of knowledge on digital interface design and online buying dynamics by including design psychology with consumer behaviour theory. Keywords: Website Aesthetics, Website Usability, Perceived Trustworthiness, Purchase Intention, Conceptual Framework, Consumer Behaviour, E-Commerce, S-O-R Model, User Experience (UX), Online Trust

Purpose: The purpose of this research is to analyze and evaluate factors affecting Chinese female consumers' purchase intention in Live streaming e-commerce
 Theoretical framework: In the e-commerce live streaming room, anchors, products and scenes will affect the perceived value of consumers from multiple angles, and then affect the purchase intention. 
 Design/methodology/approach: In order to examine the relationship between anchors, products, streaming room atmosphere, etc. women's purchase intention, we designed survey questions, tested ten hypotheses, and used regression analysis to summarize the research results. Research results: SPSS statistical software was used to investigate the correlation between independent variables and the above hypotheses by principal component analysis . It showed that there was a definite relationship between the communication mode of anchors, anchor popularity, anchor interaction, product value information, product price discount, brand awareness, brand awareness, Live streaming atmosphere and female purchase intention. 
 Research, Practical & Social implications: For all participants in live streaming e-commerce, it is necessary to fully understand what factors will affect the consumption willingness of Chinese women.
 Originality/Value: Under the mode of "e-commerce + live network broadcast", academic research on the purchase intention or behavior of Chinese female consumers in live e-commerce broadcast is scarce. This paper draws relevant conclusions through a certain number of hypothesis tests, which is a supplement to the research on consumers' purchase intention under the background of network broadcast.

Purpose The COVID-19 pandemic, as a global challenge, disrupted daily routines and reshaped shoppers' behaviours toward online purchasing. Although the necessity to use technology has decreased, the confidence in online shopping gained during this period continues to influence the intention to purchase online. This influence becomes more complex when the role of technostress is considered. Based on the extended technology acceptance model (TAM) and stressor–strain–outcome (SSO) framework, this study analyzed the interplay between online proficiency and technostress in predicting perceptions about the ease of use of online shopping and intention to purchase online. Design/methodology/approach Data were collected via a representative survey (809 respondents) in Lithuania and analyzed with the help of a partial least squares structural equation modelling. Findings In addition to its direct effect on perceived ease of use of online shopping and the total effect on intention to purchase online, internet self-efficacy affected perceived ease of use indirectly via technostress and internet shopping anxiety. Originality/value This study provides a conceptually new model of the interplay between internet self-efficacy and technostress for predicting perceived ease of use and online purchasing intention in the post-pandemic period. Its contribution to the literature is twofold and includes: (1) application of the SSO framework for predicting relationships between technostress, internet shopping anxiety and perceived ease of use of online shopping and (2) elaboration of the impact of internet self-efficacy and technostress on intention to purchase online with the help of extended TAM.

Green cosmetics are becoming increasingly popular as consumers' awareness of the environment grows. This study explores the relationship among Indonesian consumers' attitudes toward green cosmetics, environmental consciousness, behavioral control, subjective norms, product knowledge, purchase intention, and purchasing behavior. Data were collected from 310 respondents through an online questionnaire from various groups of men and women, then analyzed using Descriptive Statistical Analysis and SEM (Structural Equation Modeling). The research findings indicate that attitudes towards green cosmetics significantly influence purchase intention, and environmental consciousness also plays a crucial role in driving purchase intention. Perceptions of behavioral control and subjective norms also significantly affect purchase intention. Product knowledge has a significant impact on attitudes towards green cosmetics. Purchase intention significantly influences actual purchasing behavior. Exciting differences are observed between men and women. Environmental consciousness significantly impacts women's purchase intention, while behavioral control and subjective norms are more dominant in influencing men's purchase intention. The implications of this research are essential for producers and marketers of green cosmetics, offering insights for developing effective marketing strategies. This study highlights the importance of different approaches when targeting male and female consumers, considering the factors influencing their purchase intentions and behavior. These findings contribute to a deeper understanding of consumer behavior related to green cosmetics, encouraging environmentally friendly consumption patterns.

The study examined the moderating effect of career on women online shopping behaviour. Data for the study were gathered from 330 career women in South-South, Nigeria through structured questionnaire. The study is explored five constructs and evaluated a proposed model explaining the moderating effect of career and the relationship between them. SPSS version 25 was used for preliminary analysis while WarpPLS 7.0 was used in testing the hypothesized relationships. The findings revealed that career moderates the influence of perceived risk, perceived usefulness, performance expectancy and internet self-efficacy in online shopping behaviour among career women while social influence is partially supported and validated from the analysis. The study concludes that the proposed model would serve as a relevant theory that will be helpful in understanding the adoption decisions of career women in working and shopping environments. The study recommends that continuous patronage of online shops by career women can only be guaranteed with improvements in online shopping sites in order to attract and increase traffic to them.

PurposeRecently, an increasing number of Internet users have begun to purchase various products, both secondhand and new, from online auction websites. However, some Internet users are still hesitant to purchase products from these websites. Moreover, the factors affecting male and female users' intention to shop on the websites may be different. Past studies have indicated that uncertainty is a major determinant of online shopping behaviors and may have different effects on men's and women's purchase intentions. Therefore, to explore the differences, this study seeks to propose a research model based on uncertainty and agency theory.Design/methodology/approachThis study included members of the Yahoo! and PChome online portal sites in Taiwan as research subjects. A web survey was conducted, and data were collected from a total of 313 bidders of online auctions. The casual model was validated using partial least squares (PLS) techniques.FindingsGender moderated most of the relationships in the research model. The analysis results showed that the factors influencing men's and women's uncertainty are different. In addition, uncertainty has stronger influence on men's intention to purchase products from online auction websites.Practical implicationsThis study contributes to a theoretical understanding of the factors that promote men's and women's intention to purchase products from online auction websites. From a practical perspective, insights provided by this study can help online auction service providers understand buyers' concerns and eliminate the sources of the uncertainty.Originality/valueThe primary value of this paper lies in providing a better understanding of male and female behaviors on online C2C market, and investigating the gender differences in the factors that influence the consumers' purchase in online auctions.

Insufficient trust is one of the reasons suggested that individuals hesitate to purchase via Internet. This study integrates the literature on familiarity and self efficacy to determine their joint impact upon individual trust toward shopping online. Based on social cognition theory, we advance a new nomological structure that positions online shopping anxiety as a proximal mediating construct between online shopping familiarity, Internet self-efficacy, and the dependent constructs of trust toward shopping online. This research finds empirically that Internet self-efficacy and online shopping familiarity contribute to online shopping anxiety; online shopping anxiety fully mediates the relationship between the general constructs and trust toward online shopping; and online shopping familiarity contribute to trust toward online shopping.

This study focuses on women's purchase intentions for hair care products. Purchase intentions influence the possibility of purchasing a product or service and lead to real buying behaviour and Customer’s purchase intention of haircare products depends on, among other factors: quality and value, satisfaction, price sensitivity, social influence and packaging which might directly influence behavioural intentions. The study seeks to explore different factors leading to purchase intention and provide suggestions on how the factors can be influenced to keep and generate customers. The study's main objective is to get a deeper understanding of the factors that influence the purchase intention of haircare products amongst women in the North West province and provide recommendations on how marketers can use those identified factors. The results showed that consumers are generally happy with the hair care products they use, however there is still room for improvement for product development as of respondents some responses indicated that brands respondents have still fall short of consumer expectations. Brands must deliver consistent good quality of products as results show that consumers can easily choose from other brands or stores. Consistent quality of products builds a consistent customer base. The researcher generated Primary information from the sampled females in and around the North-West province. The demand and intention to purchase hair care products is growing. Marketers should use social media platforms to engage with consumers and build a brand image as most of the consumers are young adults with social media presence.

Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention

PurposeConsumers are worried about sharing their sensitive information during online shopping due to the e-tailer’s unethical practices and hacking-related concerns. Prior research has established the country of origin (COO) as a trust-building cue; however, it requires empirical testing in the online retailing context. The present study aims to examine the e-tailer COO’s effect on consumer privacy, trust and purchase intention.Design/methodology/approachAn online survey floated a seven-point Likert scale questionnaire and invited the receivers to participate in the investigation over e-mails and text messages. A total of 355 usable responses were analyzed using R programming.FindingsThis study empirically validated a proposed conceptual model examining the influence of COO on consumer privacy, trust and purchase intention. The findings suggest that COO influences consumer privacy, trust and purchase intention. This study further found that the privacy practices of online retailers positively impact consumer trust. Trust acts as a mediating factor in influencing purchase intention.Practical implicationsThis study offers valuable insights for advancing the research agenda and actionable inputs to e-commerce managers for alleviating consumer privacy concerns in emerging economies. Future researchers can test the proposed model in other demographic and e-commerce settings.Originality/valueThis study contributes to the present knowledge on consumer privacy in online retailing in the Indian context. This paper also examines the relationship of COO with consumer privacy, trust and purchase intention, an underexplored research area in emerging markets.

Purpose Online shoppers feel insecure due to the various unethical practices of e-tailers. It is, therefore, crucial for online retailers to alleviate customer concerns. Extant literature indicates that country-of-origin (COO) cues influence consumer perception. A relatively underexplored phenomenon in an emerging market context, the COO image of the online retailer, i.e. a foreign-origin online retailer (FOOR) or an Indian-origin online retailer (IOOR), needs validation. The current study investigates customer expectations of online retailers' ethical behaviour against the backdrop of online retailer-based signals in emerging markets. Design/methodology/approach The researchers floated an online questionnaire using a seven-point Likert scale. The authors sought recipient responses in Google Forms shared via e-mails and social media connections. The authors analysed 1,018 useable responses using partial least square structural equation modelling (PLS-SEM) in Smart PLS 3. Findings The empirical study examined the influence of the consumer perception of ethics of online retailers (CPEOR) and COO on consumer purchase intention. It validated the proposed research model. The research findings inform that the CPEOR and the COO influence purchase intention through the mediation effects of trust and satisfaction. Results indicate that privacy, security, non-deception, fulfilment, customer service, FOOR and IOOR strongly predict consumer trust. In contrast, privacy, non-deception, fulfilment, customer service and FOOR strongly predict consumer satisfaction. However, security and IOOR did not influence consumer satisfaction. Research limitations/implications The study results have theoretical and practical implications for academic researchers and online retailing managers. Future studies can validate the model in different geo-demographic scenarios and e-commerce settings. Originality/value The study enriches the extant literature on CPEOR in the Indian context. This study is pioneering work examining consumer purchase intention by adding the COO construct to the CPEOR model.