Shopping Behavior Research Articles

The Impact of Modern Lifestyles on Eating Habits and Food Shopping Behaviors: A Case Study of Omnichannel Retail Consumers Aged 25–40 in Athens

The Impact of Modern Lifestyles on Eating Habits and Food Shopping Behaviors: A Case Study of Omnichannel Retail Consumers Aged 25–40 in Athens

On the Difference of Mobile Shopping Behavior Between Locals and Expatriates: The Roles of Culture and Perceived Value

This study verifies a model linking the relative advantage and complexity of mobile shopping apps with perceived value and behavioral intentions. It also investigates the moderating role of the customers’ nationality in terms of expatriates vs. native citizens, a factor that has been scarcely considered in the marketing literature. The findings of this study have significant practical implications, contributing to the development of targeting strategies in marketing. This study also uncovers new paths, namely the moderation of cultural dimensions: uncertainty avoidance and collectivism. A survey was distributed using two sampling paths, namely intercepts combined with snowball sampling. The sample comprised 350 participants of various nationalities. The results revealed significant differences between expats and native citizens regarding the impact of relative advantage and complexity on perceived value, as well as the latter’s effect on behavioral intentions toward mobile shopping apps.

Online shopping behaviour on social media platforms from the perspective of trust and flow experience: a SEM-Neural Network Modeling

This study aims to examine online shopping behaviour on social media platforms. This study formulates a research model integrating trust with the flow theory and some basic constructs of the UTAUT. To analyze the data from an online survey involving 305 participants actively making online purchases through social media platforms. This study applied the Structural Equation Modeling-Artificial Neural Networks (SEM-ANN) technique. Incorporating statistically significant SEM findings, the ANN model was used to analyze linear and nonlinear interactions among proposed variables. The research findings demonstrate that flow emerges as the most significant determinant, succeeded by effort expectancy, social influence, and performance expectancy, in defining the concept of trust. However, the sensitivity analysis using ANN indicates that effort expectancy is the most important factor in establishing trust, followed by flow, social influence, and performance expectancy. The predictive power of intention to use is noteworthy in determining actual use behaviour, with trust and flow emerging as influential factors favourably impacting this intention.

Development of an Online Daily Goods Shopping Demand Model Using Internet-Based Consumption Behavior Survey Data

With the rapid growth of the e-commerce market, how to cater to the demand for last-mile deliveries to households is an important challenge for both policymakers and practitioners. Therefore, the incorporation of e-commerce-driven delivery demand into a freight transportation analysis is required. In this research, we conduct an internet-based survey in Japan to collect data on past in-person and online shopping behaviors and develop a household-based e-commerce demand model that simultaneously estimates e-commerce delivery demand in regard to the total value and order size (or order frequency) using a framework proposed by Sakai et al. Using the estimated model parameters, we conduct a sensitivity analysis using the model to understand the impact of changes in delivery service on e-commerce delivery demand. Focusing on groceries and household goods, we successfully demonstrate the ability of the model framework and obtain insights into the impact of delivery service characteristics on households’ reliance on e-commerce using the model developed based on real-world data.

From Boomers to Millennials: unraveling the complexities of online shopping behavior in Indonesia

This study examines the intricate dynamics of utilitarian browsing, hedonic browsing, electronic word of mouth (e-WOM), e-satisfaction, and e-loyalty across three generational cohorts –Millennials, Gen X, and Baby Boomers – in Indonesian online marketplaces. The research addresses the need to understand how different age groups engage with online platforms amidst technological advancements and emerging generational cohorts. A quantitative approach is employed to systematically investigate these phenomena. Data from a structured online survey of 962 respondents are analyzed using descriptive statistics, ANOVA, and correlation analysis. The majority of respondents (50.5%) belong to the Millennial generation, followed by Generation X (31.2%) and Baby Boomers (16.2%).The findings reveal significant differences in utilitarian browsing (F = 11.222, p < 0.001), hedonic browsing (F = 6.338, p = 0.002), e-WOM (F = 3.488, p = 0.031), e-satisfaction (F = 6.239, p = 0.002), and e-loyalty (F = 9.298, p < 0.001) across different generational groups. Notably, Millennials and Gen X exhibit higher levels of utilitarian and hedonic browsing, e-satisfaction, and e-loyalty compared to Baby Boomers, while e-WOM engagement remains consistent across all cohorts. These findings provide valuable insights for businesses operating in the Indonesian online marketplace, guiding targeted marketing strategies, enhancing user experiences, and fostering customer loyalty. The research emphasizes the importance of aligning marketing approaches with the distinct preferences and behaviors of different generational segments. Furthermore, it suggests avenues for future research, including exploring additional demographic variables and conducting longitudinal studies to track evolving consumer dynamics.

Determinants influencing online shopping behaviour among 18-30-year-olds in Gauteng, South Africa: an examination of pricing, quality, security, time and information availability

This study explores the determinants influencing online shopping behaviour among 18-30-year-olds in Gauteng, South Africa, focusing on key factors, such as pricing, quality, security, time, and information availability. Grounded in the Technology Acceptance Model (TAM) and Perceived Risk Theory, this research aims to provide a comprehensive understanding of how these factors impact consumer decisions and behaviours. A cross-sectional survey methodology was employed, targeting 1,043 respondents who have shopped online within the past six months in Gauteng. The findings reveal that all five factors significantly influence online shopping behaviour, with information availability and time efficiency showing the strongest correlations. The study also highlights that despite the high perceived convenience and satisfaction with online shopping, security concerns remain a barrier to adoption. The study suggests that online retailers should enhance their security measures, provide detailed product information, and streamline their online processes to improve customer experience and trust. The study developed a conceptual framework to identify the factors influencing online shopping behaviour among 18-30-year-olds in Gauteng. This model includes six constructs: pricing, quality, security, time, information availability, and online shopping behaviour. This framework can be applied in future research. Limitations of the study include its narrow geographic and demographic focus on the 18-30-year-old population in Gauteng, South Africa, which restrict the generalisability of findings to other age groups or regions. Additionally, the cross-sectional design provides a snapshot rather than longitudinal insights into how online shopping behaviours evolve over time.

Factors Influencing Online Shopping Decisions in the Fashion Industry

The purpose of this study is to pinpoint the variables that affect consumers' decisions to purchase online for fashion. This study is crucial because it can assist e-commerce businesses better understand consumer behavior and enhance their marketing tactics, which will have a substantial positive impact on the fields of management and information technology. This research employs a mixed-method methodology that combines qualitative interviews with quantitative survey data. Using an online questionnaire, 500 active Indonesian e-commerce users provided quantitative data, and 20 respondents participated in in-depth interviews that yielded qualitative data. While qualitative data were examined thematically, quantitative data were evaluated using Structural Equation Modeling (SEM) with Smart-PLS software. The key conclusions show that customer service responsiveness, product clarity, user reviews, flexible return policies, and platform trust are significant determinants of online purchasing behavior. Competitive pricing and promotional tactics also have a big impact. These results have consequences for e-commerce organizations, who should concentrate on enhancing aspects of trust, the quality of product information, and efficient promotional techniques to draw in and keep customers. The present study suggests that additional investigation is warranted to examine other variables, including the impact of social media and fashion trends on the behavior of online shoppers.

Consumer Behavior in Online Shopping: A Comparative Analysis of Generational Differences

The consumer behavior in online shopping across different generations, focusing on Millennials, Generation X, and Baby Boomers. With the proliferation of e-commerce platforms, understanding how generational cohorts engage with online shopping is crucial for businesses aiming to effectively target and cater to diverse consumer preferences. Utilizing a quantitative research approach, this comparative analysis explores factors influencing online purchase decisions, including trust in online retailers, perceived risks, shopping motivations, and preferences for digital payment methods. variations in consumer behavior among generational cohorts. Millennials, characterized by their digital proficiency and preference for convenience, exhibit a higher propensity for online shopping and are more likely to embrace emerging technologies such as mobile commerce and social media influencers. In contrast, Generation X consumers prioritize product reviews and brand reputation when making online purchases, emphasizing trust and reliability in e-commerce transactions. Baby Boomers, while increasingly adopting online shopping for convenience, express concerns about data security and prefer traditional payment methods.

Investigation of consumer cross-border e-commerce shopping in China using the theory of EAM

Given that China's cross-border e-commerce (CBEC) industry has garnered significant attention from various overseas suppliers, this study aims to explore the CBEC shopping patterns of domestic Chinese consumers. The objective of the study is to integrate the theory of the e-commerce acceptance model (EAM) and multi-target trust to forecast the cross-border e-commerce shopping (CBECS) behavior of domestic Chinese consumers. PLS-based structural equation modeling analysis indicates that the CBECS intention is significantly influenced by perceived usefulness, perceived ease of use, and perceived risk. With regard to multi-target trust, seller trust impacts perceived risk and ease of use, whereas logistics trust influences perceived usefulness and perceived ease of use. Platform trust influences both seller trust and logistics trust. These results contribute to the advancement of CBEC literature and practices.

Towards visual sentiment summary to understand customers’ satisfaction

Due to the COVID-19 pandemic, the shopping behavior of customers has been significantly affected and is being shifted towards online shopping. Understanding the customers’ opinions, attitudes, and emotions in feedback and comments plays an essential role in making decisions for organizations and individuals (e.g., companies and customers). In this study, we propose sentiment summaries from the customer knowledgebase (SSoCK) framework that analyses customer feedback and improve a mechanism for sentiment summarization by using text analysis including sentiment analysis. In the experiments, various domains from customer reviews (e.g., computer and Canon) are used to conduct. The results show that the proposed SSoCK framework has the high performance of sentiment classification in terms of its accuracy when compared to the other approaches. Moreover, the proposed framework generates various kinds of sentiment summaries that can support managers/potential customers understand trending/interesting aspects of the product with customer satisfaction and can be easily updated with new reviews within the same domain without storing any original data.

The Drivers of Omnichannel Shopping Intention: Assessing the Role of Gender as a Moderator in Apparel Industry

The purpose of this study is to explore the influence of the drivers of omnichannel retailing on omnichannel shopping intention and the role of gender as a moderator in the retailing apparel industry. The findings highlight the significance of customer perception of research shopping (including showrooming and webrooming) behaviors, compatibility, and risk to their intention towards omnichannel shopping, implying a profound understanding of designing an effective omnichannel retailing strategy. This study adopted the quantitative research method approach. The data were collected through a survey method using a close-ended questionnaire. The sample for this study were the individuals who have done shopping in three months period – from the last three months till the time of data collection, physically or virtually. The data were analyzed using Statistical Package for Social Sciences (SPSS) version 23 and Smart PLS. Regression techniques and correlation factor analysis and reliability test were the top priority in data analysis. The study expands the understanding of omnichannel shopping intention and its drivers while assessing gender as a moderator.

How H&M make concept BUY NOW THINK LETTER, H&M’s Role in Gen Z’s Hedonic and Impulsive Buying Trends

Gen Z values experiences over material possessions. They prefer spending on activities that offer memorable experiences, such as attending events, dining out, and travel. This preference for experiences also translates into their shopping behavior, where they seek immersive and engaging retail experiences. Explore the consumer behavior of Gen Z in Bekasi, specifically their hedonic tendencies, and to provide actionable insights for H&M's marketing strategy. By understanding the unique characteristics, preferences, and values of Gen Z in this region, H&M can tailor its offerings and marketing efforts to effectively engage this influential demographic. The method of quantitative approach with the survey results found is 149 respondents with the statistical technique used is Structural Equation Modeling Partial Least Square (SEM-PLS). Understanding the hedonistic influences driving impulsive buying among Gen Z in Bekasi allows H&M to craft targeted strategies that cater to this demographic's desires while promoting sustainability. By balancing trendiness with environmental responsibility, H&M can build lasting brand loyalty and contribute positively to the global fashion landscape. This paper provides a roadmap for H&M to navigate the complex interplay of hedonism and sustainability, ensuring relevance and growth in the competitive market. Strategi yang dapat di lakukan oleh perusahaan adalah mempertahankan sifat tiba-tiba activities dari konsumen gen z seperyi embience store penataan new collection seasoning untuk tetap mempertahankan ketertarikan terhadap koleksi brand H&M. Kemudian pada dimensi Leisure Activities indikator yang memberikan pengaruh paling rendah friends opinion, strategi yang dapat dilakukan oleh perusahaan adalah meng improve pola konsumtif individu menjadji group, denga melakukan penawaran, buy 2 get 1 free atau spend 400k get 50% off. This study significantly contributes to the analysis of the influence of hedonic variables on impulsive buying behavior concerning the H&M brand. By examining the psychological and social factors that drive Gen Z in Bekasi towards impulsive purchases, this research provides valuable insights and ongoing suggestions for H&M's managerial strategies. It emphasizes the importance of balancing the "Buy Now, Think Later" concept with sustainable practices to foster long-term brand loyalty and environmental responsibility.

Why leave items in the shopping cart? The impact of consumer filtering behavior

Online product information provides crucial cues for consumer shopping behavior; however, the impact of consumer-side information manipulation on non-purchase behavior (e.g., shopping cart abandonment) remains unclear. Filtering, a common manipulation strategy, was initially considered synonymous with searching, both of which contribute to consumer purchase behavior. However, recent research suggests significant differences, particularly in terms of cost and product matching. This study explores how such differences affect information manipulation and subsequently shape shopping cart abandonment, drawing on information foraging theory. Based on the premise that a forager's interaction with the environment is mediated by cognition, we find that consumer filtering behavior influences perceptions of serendipity (i.e., discovering unexpected items) and similarity (i.e., encountering similar items), thereby influencing shopping cart abandonment. Mediation analyses reveal that perceived serendipity and similarity are equally potent mediators. Marginal effects analyses demonstrate that a one standard deviation increase in consumer perceptions of serendipity (similarity) in filtering results increases the likelihood of shopping cart abandonment by 32.2% (22.1%). Theoretical contributions and practical insights for information behavior researchers and digital marketers are also provided.

An empirical assessment of online shopping behavior among Saudi college students: applying SEM

An empirical assessment of online shopping behavior among Saudi college students: applying SEM

Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan

This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.

Digital consumerism in times of crisis: exploring the shift in online shopping behaviour

PurposeThis research delves into consumer online shopping behaviour during the different phases of the COVID-19 pandemic, utilising the Theory of Planned Behaviour and the Behavioural Inhibition System.Design/methodology/approachA unique and comprehensive repeated cross-sectional methodology was meticulously employed, capturing the nuances of consumer online shopping behaviour across three distinct phases of the pandemic: the initial phase following the outbreak of COVID-19, the transition phase marked by the relaxation of restrictions, and the adaptation phase as society moved towards a new normal. The study involved a sample of 1,155 participants. Structural equation modelling was used to analyse the effects of behavioural attitudes, subjective norms, perceived behavioural control, and the moderating role of pandemic-induced consumer anxiety on online purchase intention.FindingsThe impact of behavioural attitudes on online purchase intentions increased continuously from the initial phase to the adaptation phase. In contrast, the influence of subjective norms on online shopping intentions gradually declined over the same period. During the early stages of the pandemic, consumer anxiety amplified the influence of personal attitudes towards online shopping while diminishing the impact of social pressures on the same behaviour.Originality/valueThis study’s originality lies in its nuanced analysis of how online purchase intentions evolved across different stages of the COVID-19 pandemic, integrating insights from both the Theory of Planned Behaviour and the Behavioural Inhibition System. The study offers a comprehensive understanding of the shifts in consumer behaviour over time. It enables more strategic and proactive marketing tactics in a changing environment.

Validation of the food inflation impact on consumer behavior scale: a comparative measurement instrument with focus on food security

This study aimed to compare the change in consumer behaviour in the face of high inflation with respect to food security in the Turkish population by developing a 3-factor The Impact of Food Inflation on Consumer Behaviour (IFI-ConB) scale. Item generation and expert evaluation, item purification by preliminary application, and final administration were conducted. The moderate to severe food insecure individuals exhibited a higher inflation impact score on food consumption patterns, food shopping behaviours, and food purchasing motives factors compared to secure to mild insecure individuals. A positive correlation was found between the inflation impact score by IFI-ConB and the price motive for food choice. The primary food choice motive was health among the secure to mild insecure individuals, while for the moderate to severe food insecure individuals, it was price. The findings indicate that food insecure individuals are more affected by high food inflation compared to food secure individuals.

Gen Z Consumer Behavior in Jakarta MRT Stations Retail Shop

This paper focuses on the shopping behavior of Gen Z consumers while shopping in Jakarta MRT station. MRT has become an alternative solution for transportations in Jakarta to get over traffic jam and tends to have punctual schedule. Each MRT stations have different type of brand and retail stores that varies from food and beverages, convenience store and others. Gen Z often use MRT as their preferred transportations and in this study their response towards MRT stations retail and shopping behavior was analyzed during a short interview with the respondents. Analysis in retail shop and how consumers behave towards shopping including their motivations and preferences. In applying a qualitative approach, the study brings forth the Gen Z passengers' preference for punctual, fast travel, brand loyalty, and quick shopping. The results from the research indicate that Gen Z consumers tend to shop at retail shops near the city transit stations in the morning, providing that they love speed and efficiency. It also shows that brand play key role in the Gen Z consuming behavior and how they have planned ahead before actually shopping. The research also indicates that retail firms need to blend the digital way of doing business and social responsibility in order to reach this popular demographic. The dynamics of Gen Z consumers contribute significantly to the choice of products, place, time, and retail shops. Through a deep understanding of these elements, a business can succeed in the trends of the consumers in the urban transit setting.

Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks

In the context of population aging, it is increasingly important for researchers to analyse the specific behaviour of the so-called ‘silver consumers’, who, among other things, are quite reluctant to shop online. The study aims to assess the role of individual characteristics, perceived benefits and risks on online shopping behaviour of the elderly. Methodologically, the paper relies on the concept of perceived benefits and risks. Among the research methods used are qualitative interviews, quantitative survey, factor analysis, and structural equation modelling. The empirical data are obtained from 10 interviews and 244 questionnaires with consumers aged 50 years or older. The study reveals the significant predictors of older adults’ online purchases in Russia. So, for example, experience risk, performance risk and financial risk reduce the likelihood of making a purchase online, whereas variety of assortments stimulates the intention to shop on the Internet in the future. Additionally, experienced online shoppers are less perceptive to risks and more responsive to benefits. The significance of Internet skills is also proven: the stronger they are, the higher the likelihood of making a purchase online. They study demonstrates a positive relationship between biological and cognitive age: the younger an individual feels, the higher the likelihood of making purchases on the Internet. The results obtained allow online retailers to adjust their practices to the ‘silver’ consumer segment.

Shopping value and mall attributes: Generational and gender differences among Russian customers

The transition of the malls market to the maturity stage transforms consumer behaviour and requires a revision of traditional approaches to customer segmentation. The study aims to examine the purchasing behaviour of Russian consumers when doing mall shopping, their attitudes to the shopping value and the mall attributes based on generational and gender differences in order to justify the approach to customer segmentation at the market maturity stage. The research methodology is based on the theory of generations and customer value theory. Frequency, factor, regression, variance and cluster analyses were used as data processing methods. The evidence base includes the online survey data of 531 customers held in December 2023 – January 2024. The findings show that the fact of customers belonging to the generational cohort has a statistically significant impact on their behaviour and attitude to the mall attributes. The gender difference only partially explains consumer shopping behaviour. Generational cohorts and gender are important in relation to the hedonistic shopping value: the reaction of young and female shoppers was found to be statistically significant. The study reveals no correlation between consumer behaviour and the income level. Cluster analysis proves that psychographic variables, namely the attitude to the shopping value and the importance of mall attributes, are the basis for customer segmentation. Demographic segmentation factors are of a secondary nature in the context of the malls market transitioning to the maturity stage. It is the psychographic factors that come to the fore, i.e., the utilitarian and hedonistic shopping values, as well as the importance of hygienic and experienced attributes of shopping malls.