Getting hands on(line)? A meta-analysis of the effectiveness of extended realities in online retailing

From aspects scarcely studied, such as the online store ambiance and display of the product in the online store, to more prevalent issues related to purchasing behaviour, such as online customer service, the ethics of online stores, and online technologies, this article develops and tests a conceptual model of the factors that significantly impact consumer interactions, experience, behaviour and their willingness to revisit online stores. Data collected from 272 Romanian online shoppers during 2021–2022 is analysed by structural equation modelling with SmartPLS. The results highlight a positive link between online customer service, consumer behaviour, and store ambiance. Ethics of online sales positively influence consumer behaviour within the online store. Online store technology is significantly associated with consumer behaviour and online store interaction. The paper extends the theory of Planned Behaviour, highlighting significant links between online consumer service and other factors and their implications on online purchasing behaviour and on the willingness to return to the online store.

This study primarily focused on the variables, that is, the perceptions of customer satisfaction between online and in-store shopping. By comparing these two shopping modes, this study brought the issue of customer satisfaction into focus on the shopping experience. The objective of the study is to analyze and examine the in-store and online shopping experiences of customers in terms of customer satisfaction, to determine the sociodemographic profile of the respondents, and to describe how satisfied they were with both in-store and online shopping. The survey established that more than half were between the ages of 18 and 30, and most were females, while a good number were single. A greater number of people are employed, and their monthly income ranges from P10,000 to below, and they are college graduates. Respondents demonstrated a nearly equal preference for both in-store and online shopping, with a greater preference for in-store shopping regarding physically evaluating and comparing products. The results also revealed that, given the preferences in shopping mode by the respondents and their perceptions, differences in buyer buying patterns for in-store and online shopping exist but are minimal. This study differs from previous studies that have merely focused on the advantages of the online shopping experience. This study remains even in a post-pandemic situation because there is still a change in lasting consumer behavior and satisfaction between online and in-store shopping. Practically, it could be applied to business for better customer experience in the settings while theoretically, to understand what occurs within preferences on shopping throughout and after the disruption of the pandemic.

The growing behaviors of work-from-home (WFH) and online shopping hold signi cant potential for reducing tra c congestion and emissions. Understanding the frequency and the interplay between these two behaviors is important for successful implementation. This study investigates the recent trends of WFH and online shopping and the underlying factors in uencing individuals' decisions on these two behaviors. Focusing on non-grocery online shopping, this study uses comprehensive survey data collected across the United States during October and November 2021. We develop a Generalized Structural Equation Model (GSEM) to jointly examine WFH and online shopping frequency and their interaction. Moreover, the study investigates the psychological aspects of WFH and online shopping, introducing four stochastic latent constructs-WFH comfort, WFH unproductiveness, online shopping enjoyment, and online shopping inconvenience using the attitudinal variables. Results indicate a positive causal relationship, suggesting that increased WFH promotes online shopping engagement. Perceived comfort and productivity at home affect WFH frequency shaped by factors like home workspace, commuting time, childcare responsibilities, and telecommunications with co-workers. Likewise, perceived convenience and enjoyment signi cantly affect online shopping, in uenced by aspects such as timesaving, and the delivery and return process. Technological tools at home also play a role in WFH frequency. Demographic factors like age, race, income, physical disability, and mode choice habits correlate with WFH and online shopping incidence, while job category and employer exibility in uence WFH frequency. These insights can help policymakers to regulate remote work and online shopping activities as they continue to grow. before the pandemic, rose to 89% at wave 1, and subsequently decreased to 72.5% at wave 3 of the pandemic (Baumann et al., 2023) . Online shopping, however, experienced a sustained increase suggested by researchers during the lockdown period as well as the post-pandemic era (Brůhová Foltýnová and Brůha, 2024; Diaz-Gutierrez et al., 2023) . Observing huge shifts to WFH and online shopping, these ICT-based activities as part of travel demand management, provide transportation planners and policymakers with an opportunity to address transportation system issues such as urban congestion and GHG emissions (Hensher et al., 2022; Shabanpour et al., 2018) . Hence, it is critical to understand what in uences individuals' decisions on WFH and online shopping, as well as the interrelationship between these two behaviors. WFH and online shopping might have a mixed relationship. These two behaviors, for example, can have a positive impact on each other, because people who WFH have more access to ICT devices, are already familiar with how to use such technology, and are interested in using them. According to the latest PYMNTS and Strip report, observing the digital behaviors of over 30,000 consumers in 11 countries, 44% of consumers stated that they were working from home. Furthermore, within this group of individuals who are highly connected through online work, 73% participated in online retail shopping (PYMNTS, 2023). Additionally, WFH may contribute to online shopping incidence in another way. Most people stop for shopping while commuting (Golob and Regan, 2001; PYMNTS, 2019), and those who WFH might either avoid shopping or do online shopping rather than in-person shopping. There are some contradictory ndings in the literature, for example, WFH may reduce online shopping because it is stated that workers at home spend more time on non-commuting trips (Hensher et al., 2022) , potentially increasing in-person shopping. The complex connectivity of these two behaviors needs to be studied as it determines changes in activity patterns and their implications on transportation systems. The discussion above motivated us to comprehensively analyze the concurrent trends of WFH and online shopping frequency, shedding light on their recent evolution as well as exploring how these two behaviors contribute to changes in each other. Online shopping can be categorized into two classes: grocery and non-grocery. Since online grocery shopping emerged recently following the COVID-19 pandemic and its bene ts are still unknown or underestimated (New York Times, 2022; Tyrväinen and Karjaluoto, 2022) , in this study, we capture the non-grocery online shopping behavior, and we use the terms "online shopping" and "online non-grocery shopping" interchangeably. We focus on non-groceryonly online shopping that entails purchasing items beyond everyday essentials and food products, including categories such as apparel and footwear, consumer electronics and appliances, health and beauty products, home, and garden items, as well as leisure and personal goods (Bourlier, 2020). We use the data drawn from a 2021 nationwide "COVID FUTURE" survey administered by the research group to track US households' activity-travel behavior evolution since the COVID-19 pandemic. The collected information covers various aspects including individual and household characteristics, jobrelated factors (e.g., employer WFH policies), travel habits, different ways people go about their daily activities, and their lifestyle attitudes. This comprehensive dataset allows us a detailed look at many

HOW NUTRITION-FACT INFORMATION INFLUENCES ONLINE FOOD SALES

The steady growth of online shopping in the last decades has led to an impact on personal travel and on freight transport that is yet to be fully grasped. Previous research on the subject offers mixed findings, with several studies pointing to complementarity between online and in-store shopping, while others suggest substitution, modification, or neutrality. Using data from a 7-day shopping survey in Lisbon, Portugal, which involved 400 respondents, this paper applies structural equation modeling to explore the relationships among online shopping and in-store shopping preferences, while also considering the period of the week in which the purchases took place, since it is expected that the interaction between shopping and other personal travel behavior varies between weekdays and weekends. The result shows that online shopping preference leads to more online purchases, while in-store shopping preference leads to more in-store purchases. Furthermore, online shopping on weekdays has a positive association with both online and in-store shopping on weekends, which supports a complementarity effect. This effect is linked to a younger population, which commutes by car, and lives in less central areas. Since deliveries are becoming increasingly faster, while living centrally is becoming progressively more difficult, complementarity might give way to substitution, with the foreseeable challenges to maintaining street vitality, if this issue is not addressed timely by policymakers.

This paper aims at explaining the choice between online and in-store shopping for experi- ence (groceries) and search (electronic appliances) goods in Zurich, Switzerland, applying an integrated choice and latent variable (ICLV) modeling approach: In a stated preference experiment 339 participants were requested to trade-off different attributes related to their choice between online and in-store shopping, with a separate questionnaire asking for their feelings and attitudes towards online shopping. The first alternative-specific Hybrid Choice model in this research field is presented here, including one latent variable reflecting the acceptance level of online shopping which itself depends on basic socio-economic characteristics. An increased acceptance level implies a significantly higher shopping cost sensitivity, which can be explained by the expanded choice set when considering both alternatives as possible shopping channels. The relatively high value of travel time savings (VTTS) obtained of about 40 Swiss Francs per hour indicates a potential for new online shopping services when compared to the relatively low value of delivery time savings (VDTS) of less than 16 Swiss Francs per time unit, depending on shopping purpose and time interval.

The rise of online shopping, alongside advancements in technology, has reshaped the retail landscape, offering sellers efficient means to reach customers globally. Despite the prevalence of e-commerce attracting millions of consumers, traditional offline shopping persists, particularly among those who value tangible experiences. This study explores consumers' choices between online and traditional shopping during the information-gathering phase, recognizing the importance of understanding their preferences in a competitive market. While online shopping offers convenience and lower prices, consumers' decision-making hinges on selecting the channel that best aligns with their needs and preferences. Insights from this research can inform strategies for online shopping organizations, enabling them to address consumer demands effectively and identify target segments. Practitioners can utilize these findings to adapt their online shopping strategies, particularly in catering to the female demographic, which exhibits higher online purchasing behaviors.

Purpose – Despite the growing popularity of internet based social media on e-commerce platforms, systematic examination of the emerging phenomenon is scarce. This paper aims to study whether online retailers ' social activity on e-commerce platforms improves their business performance, and if it does, what are the underlying mechanisms. Design/methodology/approach – The paper proposes a typology of online retailers ' social activities on e-commerce platforms. Then drawing on social capital theory and social network theory, the authors develop hypotheses that relate online retailers ' social activities to their business performance. The hypotheses are tested using a large dataset collected from an e-commerce platform in China. Findings – The paper shows that: online retailers ' social activities for friend-making improve their business performance, regardless of the directional attribute of the activities; social activities for advice-seeking decrease online retailers ' business performance; and social activities for advice-giving increase online retailers ' business performance. Research limitations/implications – The data in the empirical study are from an e-commerce platform in China, hence the research results may lack generalisability. Therefore, researchers are encouraged to test the proposed hypotheses further. Practical implications – The paper includes implications for e-commerce market makers and online retailers operating on e-commerce platforms. The authors show that online retailers ' social activities on e-commerce platforms can be an important source of business value. However certain types of social activities may hurt online retailers ' business performance, implying the necessity of a thoughtful social activity strategy in online marketplaces. Originality/value – This paper represents an early effort to study whether online retailers ' social activities on e-commerce platforms improve their business performance and the underlying mechanisms of the effect.

This chapter explores the role of retailers’ ethics in consumer behaviour and channel selection. It is largely acknowledged that many ethical issues in online retailing differ from those of traditional brick-and-mortar retailing. However, there is limited understanding of how ethical considerations vary among consumers that use various shopping channels. Our analysis is based on survey data from traditional shoppers (n = 216), online shoppers (n = 224) and multichannel shoppers (n = 244) in Finland. We firstly examine how these three customer types perceive four key elements of online retailer ethics: security, privacy, non-deception and fulfilment. Secondly, we examine how consumers’ perception regarding the ethics of online retailers is linked to online customer patronage behaviour. Our results demonstrate that the importance of different aspects of online retailing ethics varies among traditional, multichannel and online customers, and online retailers’ ethics are especially important for the most active online shoppers. These results can assist retailers who either operate or have the intention to operate as either online or multichannel retailers to better understand consumers’ ethical expectations towards online retailing.

본 연구는 인터넷 쇼핑과 모바일 쇼핑에서 현재의 소비자들을 장기적으로 유지하는 문제 즉, 어떻게 이들로부터 고객충성도를 이끌어 낼 것인가를 연구하고자 한다. 구체적으로, 본 연구는 각각의 쇼핑 환경에서 고객충성도에 가장 영향력 있는 변수가 무엇인지를 비교, 규명하고자 한다. 수많은 선행연구들에서 고객충성도의 출발점은 우수한 서비스품질임을 강조하였다. 이에, 본 연구는 서비스품질을 고객충성도의 핵심 선행변수로 고려한다. 또 다른 선행변수로써 실용적 가치인 유용성과 쾌락적 가치인 즐거움을 제시한다. 마지막으로, 본 연구는 인터넷 쇼핑과 모바일 쇼핑의 각 집단에서 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과에 차이가 존재하는지를 분석한다. 실증분석 결과는 첫째, 인터넷 쇼핑 집단에서는 쾌락적 가치인 즐거움을 제외한 나머지 선행변수들 즉, 서비스품질 차원인 대응성과 공감성 그리고 실용적 가치인 유용성이 모두 고객충성도를 증가시키는 것으로 나타난 반면에, 모바일 쇼핑 집단에서는 즐거움만이 고객충성도에 유의하였다. 둘째, 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과는 인터넷 쇼핑 및 모바일 쇼핑에 따라 명백한 차이가 존재하는 것으로 나타났다. 이 결과는 각각의 쇼핑에 효과적인 고객충성도 관리방법이나 전략이 다를 수 있음을 시사한다. This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers' shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.

Background: Shopper convenience is a key determinant of why shoppers choose and buy from a particular retail format – online versus instore. However, there are no systematic studies that assess which dimension of shopper convenience is salient for shoppers in online versus instore shopping instore. Further, to the best of our knowledge no study has investigated whether and how these determinant dimensions of shopper convenience have changed with the advent of COVID-19. Method: In this study, 1324 responses of 172 shoppers using the Myers and Alpert (1968) approach were analyzed to identify the determinant dimensions of convenience for online and instore shopping in the pre-COVID-19 era and test their validity in the context of their actual purchase behavior. Later, the study was replicated with the same shoppers in the post-COVID-19 era. Results: The results of the study show that of the four dimensions of convenience, while shopper assessment of “search” convenience was the most important attribute for both online and instore shopping, and “transaction” convenience the most different between the two retail outlets, the determinant dimensions in both retail outlets were “access” and “possession” convenience with instore shopping holding an advantage in possession” convenience and online shopping holding an advantage in “access” convenience. However, in a replication of the study in the post coronavirus era, online shopping outlets were found to have the advantage in both the determinant dimensions of convenience. Conclusion: This study perhaps for the first time show how shopper convenience perceptions have changed in pre and post COVID-19 eras for both instore and online shopping. Recommended Citation Kakar, Ashish and Kakar, Adarsh Kumar (2020) "Identifying the Determinant Dimensions of Shopper Convenience for Online Versus Instore Shopping in the Pre and Post CoVID-19 Eras," Pacific Asia Journal of the Association for Information Systems: Vol. 12: Iss. 4, Article 4. DOI: 10.17705/1pais.12404 Available at: https://aisel.aisnet.org/pajais/vol12/iss4/4

Consumers shopping behaviors have transformed and changed with evolving digital elements across channels such as websites and mobile applications. Prior studies have started to substantiate the specific nature of in-store shopping, online shopping and, to a lesser extent, mobile app shopping. Thus, in-store shopping and its distinctive characteristic, namely the ability of consumers to experience an offer on a multisensory level (Childers et al. 2001) contrasts with the limited sensory exploration (e.g., touch and scent) in online and app shopping. Contrary, online shopping is viewed as differing in terms of production information available to consumers, allowing them to compare offers on multi-attributes (e.g., Park and Kim 2003; Scarpi 2011). A few studies have assessed shopping on mobile apps (e.g., Wang et al. 2015) and have identified habitual shopping as the primary reason to utilize apps. Much of the current understanding of the different retail environments draws from research assessing each context individually or comparing consumer behaviors across two contexts (Liu et al. 2019; Newman et al. 2018; Rohm and Swaminathan 2004) rather than multiple environments. The current research contributions hinge on the comparison of shopping behaviors and experiences across store, online, and app environments from a holistic perspective. Previous research primarily assesses each retail environment individually, yet the current research provides a comparison of consumer behavior and shopping experience across three main shopping environments: store, online, and mobile applications.Study 1 (N = 232) focused on providing initial evidence for the proposed differences in shopping behaviors across store, online, and app environments. Study 2 (N = 594) examined how shopping environments shape overall consumer experiences by assessing commonly studied outcome variables in this area: utilitarian and hedonic value, satisfaction, word-of-mouth, repatronage intention, and flow (Babin et al. 1994; Jones et al. 2006; Maxham and Netemeyer 2002; Wang et al. 2007).Current findings reveal diverging shopping behaviors driven by shopping environments. For example, online and app shopping is mainly done weekly by most consumers, who spend the most amount of money when shopping online. In addition, shopping experiences elicit varying consumer responses such as higher levels of hedonic value in store versus online and app contexts.Overall, managers need to consider these differences when creating comprehensive shopping experiences as part of a comprehensive customer journey. In creating a seamless omni-channel customer journey, companies need to carefully consider and adjust strategic approaches to offer positive experiences throughout various touchpoints. Clearly, distinctive consumer behavioral trends emerged across shopping environments.KeywordsShopping experienceShopping valueRetailingOmni-channelAppOnline shoppingStore

Background: Shopper convenience is a key determinant of why shoppers choose and buy from a particular retail format – online versus instore. However, there are no systematic studies that assess which dimension of shopper convenience is salient for shoppers in online versus instore shopping instore. Further, to the best of our knowledge no study has investigated whether and how these determinant dimensions of shopper convenience have changed with the advent of COVID-19. Method: In this study, 1324 responses of 172 shoppers using the Myers and Alpert (1968) approach were analyzed to identify the determinant dimensions of convenience for online and instore shopping in the pre-COVID-19 era and test their validity in the context of their actual purchase behavior. Later, the study was replicated with the same shoppers in the post-COVID-19 era. Results: The results of the study show that of the four dimensions of convenience, while shopper assessment of “search” convenience was the most important attribute for both online and instore shopping, and “transaction” convenience the most different between the two retail outlets, the determinant dimensions in both retail outlets were “access” and “possession” convenience with instore shopping holding an advantage in possession” convenience and online shopping holding an advantage in “access” convenience. However, in a replication of the study in the post coronavirus era, online shopping outlets were found to have the advantage in both the determinant dimensions of convenience. Conclusion: This study perhaps for the first time show how shopper convenience perceptions have changed in pre and post COVID-19 eras for both instore and online shopping.

Showrooming, Webrooming, and Operational Strategies for Competitiveness

According to Market Intelligence & Consulting Institute (MIC), the gradual popularity of the Internet and on-line shopping causes Taiwan’s online shopping market to grow by 20% annually. Moreover, the Dept. of Commerce, Ministry of Economic Affairs predicts that the yield of Taiwan’s on-line shopping market will be up to NTD 1 trillion in 2015. Apparently, online shopping market is worth studying in every way. If a manager of e-Commerce website intends to be successful in the market, it is necessary for this individual to comprehend the key factors to increasing consumers’ use of online shopping. In other words, the understanding of consumers’ online shopping behavior will benefit the corporations and improve their competitiveness in the market. Therefore, this study is aimed at discussing the following three issues: 1.How does the perceived ease of use of online shopping and the perceived usefulness affect consumers’ attitude toward online shopping respectively? 2.How does consumers’ attitude toward online shopping affect their behavioral intention of online shopping? 3.How does subjective norms affect consumers’ attitude toward online shopping and their behavioral intention of online shopping? After analyzing the data collected through questionnaire survey, this study concludes its results as follows: 1.In Taiwan’s online shopping market, both the perceived ease of use and the perceived usefulness of online shopping have a significant impact on consumers’ attitude toward online shopping. 2.In Taiwan’s online shopping market, consumers’ attitude toward online shopping has a positive and significant impact on their behavioral intention. 3.To consumers on the island, subjective norms have a positive impact on consumers’ attitude toward online shopping and their behavioral intention.