Purchase Experience Research Articles

Evaluation on e-marketing exposure practice to minimize the customers’ online shopping purchase regret

As many of recent study showed that e-marketing activities lead into higher marketing performance such as sales, we believe that e-marketing should be evaluated in terms of its negative impact on marketing practices. This study aimed to evaluate e-marketing exposure and its impact on consumer behavior. Although we believed that marketing could lead a better purchase experience and sales, this study proposed that marketing could also lead into regretful experience to customers. In order to evaluate the regret model in online shopping activities, we proposed a behavioral model based on e-marketing exposure. In total, 400 participants were used in this study. Totally, 363 had regretful experience on online market and used in this study indicating 90.75% data used in this study. Data were collected through questionnaires given to online consumer. Data were analyzed through SEM-PLS as we employ 4-point forced likert scale, which lead to non-parametric analysis. As a result, we found that the excessive marketing exposure ultimately led to higher regret level to the customers. It is true that e-marketing exposure led to desirable behavior such as more rational at evaluating price and shaping a good image and perception toward the products; however, it also led to higher chance for impulsive buying behavior. This behavior led to purchasing regret. As we want to avoid regret as many as possible due to sustainable purchase and growth in the future, we must control e-marketing exposure so that it will not lead to regret on customers.

Examining Market-driving Innovation in the Wine Industry: A Topic Modeling Method on Consumer Reviews on Wine Documentaries

This paper examines the transition of wine as a product to wine as a service, with a particular focus on the role of documentaries. Innovation is an important theoretical lens for examination of this transition. Two types of innovations, market-driven innovation and market-driving innovation, are closely related to wine consumption as a material purchase and as an experiential purchase, respectively. Market-driven innovation is product-level innovation in response to existing needs. Market-driving innovation is market-shaping and reimaginings of value propositions by forming new sets of relationships between various market actors. Market-driving innovation becomes important as the experiential purchase of wine rises. Consumer reviews on wine documentaries were examined with topic modeling and multi-dimensional scaling methods to investigate this innovation. Analysis revealed underlying dimensions (consumer’s participation and value proposition) of market-driving innovation and market shaping, which can be explained through the consumer experience paradigm (4E principles: Escapism, Education, Esthetics, and Entertainment). Theoretical and managerial implications are discussed to advance the scholarship of market-driving innovation in the wine market.

Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers

The purpose of this research is to evaluate the impact of perceived website cues of apparel retailers' websites on customers' purchase experience and online buying intention of apparel consumers. For this, survey data was collected with the help of a structured questionnaire using five-point Likert scale from 160 working professionals within the age group of 25-60 years from Delhi/NCR region employing purposive and quota sampling. Exploratory factor analysis revealed existence of four apparel website attributes namely product information, privacy and security, customer service and navigation. Regression analysis results showed that there is a significant influence of privacy and security, customer service and navigation attributes of apparel websites on buyers purchase experience and e-purchase intention. The paper attempts to fill the void in the literature by shedding light on the influence of apparel website cues on purchase experience and e-purchase intention of Generation X and Generation Y apparel buyers.

Supplemental Material for The Mysteries of Mystery Deals: The Roles of Purchase Type (Material vs. Experiential Purchases) and Excitement Neglect

Supplemental Material for The Mysteries of Mystery Deals: The Roles of Purchase Type (Material vs. Experiential Purchases) and Excitement Neglect

Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers

Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers

The Future of Omni-Channel Retail: Predictions in the Age of Amazon

The Future of Omni-Channel Retail: Predictions in the Age of Amazon

ОЦІНКА ТА АНАЛІЗ ПОКАЗНИКІВ СПОЖИВЧОЇ ЛОЯЛЬНОСТІ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ КОМПАНІЇ

The article is devoted to the systematization, evaluation and analysis of consumer loyalty indicators. It is taken into account that the nature of consumer loyalty is formed by the behavioral and emotional features of consumer behavior and the concept of loyalty includes five main components: customers are completely satisfied with the quality of the brand, consumers want to keep in touch with the company, consumers intend to buy the brand regularly and make cross-purchases, consumers are ready to convey their positive purchase experience and recommend the brand to others, consumers are not intended to buy good/services of competing companies. Indicators of consumer loyalty to the brand are systematized and the following groups are proposed: indicators of actual purchasing behavior, cognitive indicators, perceptual indicators, indicators of behavioral loyalty and indicators of consumer attitude to the loyalty program. The group of actual purchasing behavior indicators includes the following indicators: Customer retention rate, Rate of loyal customers, Repeat purchase rate, Share of wallet, Churn rate, Cross-sales and up-sales metrics. The group of cognitive indicators includes indicators that characterize the level of consumer awareness of the brand, his intentions regarding future interaction with the company, as well as rejection of alternative products of competitors. It is highlighted that perceptual indicators are determined by measuring the consumer satisfaction index, which is derived from three manifest variables: the level of overall satisfaction, the degree of expectancy disconfirmation and brand performance (comparison to an ideal), as well as measuring consumer attitudes towards the brand. Indicators of behavioral loyalty reveal the consumer's behavioral relationship with the company, reflect heightened levels of brand involvement that in turn result in an increased information search about company marketing activities, its new products, discounts, event marketing etc. So an indicator of consumer communication activity through word of mouth and social networks, an indicator of consumer involvement in the company's marketing activities and an indicator of consumer communication with the company are outlined. It is noted that the results of the study are useful for companies to improve the effectiveness of marketing audit and implement a comprehensive assessment of the level of consumer satisfaction as well as increase the overall efficiency of its marketing activities.

Preferred product attributes for sustainable outdoor apparel: A conjoint analysis approach

Sustainability has become a critical concern for the textile and apparel industry. Over years, a variety of initiatives and practices have been implemented in the industry to reduce the impact to the environment. Offering sustainable products has been an endeavor for many companies in the apparel industry, including the outdoor wear segment. While Consumers are increasingly aware of and interested in buying sustainable products, much research is still needed in terms of important attributes influencing consumers’ purchase decision as well as tradeoffs consumers make when important attributes conflicting against each other. Employing a conjoint analysis approach, this study aims to investigate how different product attributes (i.e., type of fabric, type of down, eco-label certification, and price) jointly affect consumers’ sustainable apparel purchase decision in more realistic settings. As a result of a full profile fractional factorial design, a parsimonious orthogonal array of eight profiles were generated, representing eight different realistic combinations of product attributes. Four hundred and four participants were recruited to participate in this study to evaluate and indicate their purchase intention toward each product profile. Results suggest that price, as expected, is still the most important attribute to consumers, followed by type of fabric(recycled), availability of eco-labels, and type of down (traceable). Moreover, the results reveal that the tradeoffs consumers made varied due to their demographics in terms of gender, education, income, and past purchase experience. This research provides insightful managerial implications to fashion practitioners in their efforts in formulating strategies for product development and marketing by identifying preferred product attributes from the consumer-centric perspective.

A Study of Recent Online Marketing Trends and the Sellers' Adoption of Them in India

Online marketing is the process by which a business markets and sells its goods and services to potential clients using internet-based tools. The tools and methods used to offer clients an original and improvised buying experience are continuously evolving, which defines internet marketing. Marketers are constantly working on new innovations to better position themselves in the competition to attract the most clients. Businesses capitalize on customers' propensity for searching out novelty. Customers enjoy trying new things, therefore merchants are constantly looking for cutting-edge experiences that they can offer their clients. This essay examines recent developments in online marketing strategies and how using these cutting-edge strategies in online marketing campaigns benefits merchants. Digital marketing comprises a wide range of internet marketing tactics, such as search engine optimization (SEO), search engine marketing (SME), and link building. The contemporary economic climate is more inclined towards the usage of electronic technology. The idea of a "Sharing Economy" is gaining traction in the current environment of digital contact. Entrepreneurs who have contributed to current industrial advancements as well as the expanded and quickly expanding industries globally are being followed by new developments. The phrase "digital marketing" is used to describe a wide range of advertising strategies used to connect with consumers online. Over the past few years, digital marketing has undergone a significant transition and is constantly changing. The study also considers the challenges that marketers and customers encounter, as well as how marketers might get over these challenges in online marketing. The study shows that both buyers and sellers are excited about implementing cutting-edge online marketing strategies.

The effect of the website attributes on online impulse buying: An empirical investigation of utilitarian and hedonic motivations

Web based shopping has been the quickest developing channel of looking for over 10 years with deals developing at a yearly pace of 25%. One review connected properties of a site to drive purchasing conduct. Given the quick development of web-based shopping and the qualities of web-based shopping that energizes drive purchasing (for example open every minute of every day), drive purchasing on the web is probably going to be pervasive. Accordingly, this study plans to investigate the effects of site credits and persuasive variables on internet-based motivation purchasing. A self-directed poll was utilized to gather information for this review. The 400 respondents, in line with the required sample size, were people who have online buying experience in Thailand. The data analysis method is Structural Equation Modelling (SEM). The results of the study revealed that influence of web site attributes has a positive relationship with motivation factors. Moreover, motivation factors have a positive relationship with online impulse buying. Additionally, two components of motivation factors which are utilitarian and hedonic motivations, mediate the relationship between web site attributes and online impulse buying.

온라인쇼핑속성이 소비자의 쇼핑만족도 및 재구매의도에 미치는 영향

This study analyzed the effects of online shopping mall attributes and online shopping style on shopping satisfaction and repurchase intention for online users. The survey was conducted from February 12, 2021 to March 15, 2021, targeting consumers who used online shopping. A total of 200 questionnaires were collected, and 149 questionnaires were finally used in this study, excluding 51 insincere ones. We conducted a survey to test hypotheses to those who have purchase experiences online such as through the website or Facebook, etc. The results are as below. First, the online shopping mall attributes including products diversity and price, significantly affect shopping satisfaction, while the product information does not. Second, shopping satisfaction affects repurchase intention as identified in the previous studies. Finally, the study identifies the moderating role of shopping style in the relationship between the online shopping mall attributes and satisfaction. It is expected that this study will review important characteristics of online shopping malls and provide management and practical implications to operators and entrepreneurs who operate online shopping malls. We would like to suggest practical implications for starting and operating an online shopping mall.

A Study on the Effect of Satisfaction and Dissatisfaction Factors on Overseas Direct Purchases among Korean Consumers

Purpose This study analyzes factors of satisfaction and dissatisfaction for overseas direct purchases in order to convert or induce overseas direct purchases into domestic purchases. Design/Methodology/Approach This study used 243 samples collected through surveys from Korean consumers with overseas direct purchase experience for analysis. This study analyzed the factors of satisfaction and dissatisfaction of overseas direct purchases of Korean consumers through the use of statistical methods including frequency analysis, cross tabulation analysis, and multiple linear regression analysis. Findings As a result of classifying quality attributes based on the Kano model, 1 indifferent quality and 19 one-dimensional qualities were found. In results using Timko’s customer satisfaction coefficient, ‘cheapness’, ‘appropriateness’, ‘product diversity’, ‘economic efficiency’, and ‘delivery speed’ were ranked as the top satisfaction coefficients, and ‘cheapness’, ‘economic value’, ‘appropriateness’, ‘delivery speed’, ‘product diversity’, and exchangeability’ were ranked as the top dissatisfaction coefficients. As a result of multiple linear regression analysis, it was found that both satisfaction and dissatisfaction had the greatest effect on cheapness. Research Implications This study attempted to analyze a situation where studies on the conversion of direct overseas purchase to domestic purchase were insignificant. In order to induce or convert overseas direct purchases into domestic purchases at a time when overseas direct purchases are increasing, price factors should be prioritized, and efforts should be made to ensure that product diversity and delivery are quickly carried out, and exchanges and returns are performed properly.

INNOVATION IN RETAIL

This paper proposes an investigation of the trend concerning both to innovation in the field of retail trade and involvement of technology in streamlining the purchasing process, starting from the example given by Amazon- that is, implementing artificial intelligence and sensor-based systems in cashless stores, Amazon Go. The purpose of this scientific approach is to understand the influence of technological developments within the retail field and to analyze the current state of innovation in this industry for a possible shaping of the future buying experience.

Chinese consumers' selection of wine purchasing channels: influence of demographic characteristics, perceived value factors, social factors and wine knowledge

PurposeThe selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers' preference on channel selection. The purpose of this study is to investigate the current state of consumer selection for purchasing channel and the corresponding influencing factors.Design/methodology/approachA total of 2,976 valid questionnaires were collected by convenience sampling from 34 provinces, municipalities and autonomous regions of China in 2020 via the Internet, yielding a response rate of 82.2%. A categorical statistical approach was used to understand consumer's selection for each channel. Besides, binary logistic regression model was used to analyze the factors affecting consumers' channel selection.FindingsThe results show that Chinese wine consumers' main purchasing channels are as follows: supermarket/mall, wine specialty stores, comprehensive e-business flagship stores, comprehensive e-business individual stores, restaurants and short video and live streaming platforms. Estimation results showed that among the 12 influencing factors in 4 categories, consumers' education and some other factors significantly influenced consumers' decision on wine purchasing channels.Research limitations/implicationsLimited by time and experimental conditions, this study did not analyze the trend of wine consumers' purchasing channel selection. Future work would concentrate on multi-year data and conduct longitudinal comparative analysis.Originality/valueThis study innovatively subdivides the currently popular wine sales channels in Chinese market and conducts research related to consumer channel selection. The results of the study can provide reference for wine producers and distributors to update their strategic layout and also help various channels to understand the characteristics of their customer groups for targeted marketing.

The Antecedents of Price Consciousness and Value Purchase in Times of Crisis

The successive economic crises around the world have resulted in social uprisings and a negative impact on the psychological behavior of consumers. This research aims to study the antecedent's price perception in times of crisis and to test their impacts on the price sensitivity and consciousness value. This leads to a new valuation of the purchase experience for consumers. A quantitative study of 362 people is done. The main results of the study are the main history of price sensitivity in times of crisis: the concern for purchasing power, the reduction of financial well-being and financial fear. Moreover, the perceived value of the shopping experience is no longer valued by the hedonistic aspect but rather by an economic value linked to value for money and a spiritual value linked to the social aspect of consumption.

Augmented reality interactive technology and interfaces: a construal-level theory perspective

PurposeIn modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to products and view them worn on themselves. Accordingly, ARIT is increasingly common in online retail environments because this dynamicproduct imagery decreases the gap between online and offline shopping. On the basis of construal-level theory (CLT), this study not only examines the system characteristics that impact the perceived ease of use and usefulness of ARIT but also explores how these system characteristics can successfully affect online consumers to adopt ARIT in retail settings.Design/methodology/approachIn this study, ARIT is applied mainly in an online clothes fitting context. By conducting a task-based laboratory study, 344 valid samples were collected. Structure equation modeling (SEM) was employed for further analysis.FindingsNavigation structure, graphic style and information content were identified as the three system characteristics that affect perceived ease of use and usefulness of ARIT. Of the three characteristics, information content has the greatest impact on perceived ease of use and usefulness of ARIT. The study also found that navigation structure, graphic style and information content all shape ARIT system characteristics, and this explains and predicts the perceived usefulness and perceived ease of use effect better than any original single system characteristic.Originality/valueInteractive marketing research indicates that the influence of immediately visualizing consumer–product matching effects creates excitement, arouses emotions and triggers curiosity to explore additional product purchase experiences. This study contributes to the present body of knowledge of the concept of ARIT systems. This is a pioneer research that uses CLT to act as a crucial psychological mechanism that dominates online fitting and apparel appraisal for consumers using ARIT. This study serves as a reference for designing and employing multisensory ARIT applications in interactive marketing to drive online sales.

Tap on our app: Internet motivators in the Generation Z purchasing process

This study explores motivators for mobile app purchase among “Gen Z” consumers. Adjectives that describe the mobile purchase experience were collected from focus group respondents. Factor analysis of the adjectives produced clusters named “Affective,” “Functional” and “Anxiety.” “Anxiety” was the most powerful factor. However, when tested in linear regression “Affective” and “Functional” were unique significant predictors of mobile app purchase intention. Online food delivery brands providing apps, and those that save ordering info, are most highly correlated in the purchase process. Ease of use is associated with a positive online perception. Those ordering personal pan size pizzas were significantly different than those who order small, medium or large pizzas. Diffusion of innovation (DOI) theory suggests complexity is a key indicator in the innovation process. In this study, the diffusion of ordering was heightened by compatibility, those who share common experiences and values in a virtual community. These findings suggest anxiety involved with Internet purchases may be part of the appeal of the application.

Fresh food online shopping repurchase intention: the role of post-purchase customer experience and corporate image

PurposeThe purpose of this study is to investigate consumers' post–purchase experience when buying fresh food online. It examines the key dimensions of post–purchase online customer experience (post–purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator.Design/methodology/approachAn online survey was conducted in China to capture participants' post–purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image.FindingsFour post–purchase OCE dimensions “product-in-hand”, “customer support”, “benefits” and “packaging” significantly drive customers' repurchase intention by enhancing customer satisfaction. “Delivery” is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post–purchase OCE than firms with a lower level of corporate image.Practical implicationsThe findings inform fresh food e-commerce firms of the critical post–purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post–purchase OCE that matches the image because the consequences associated with a poor post–purchase OCE can be severe.Originality/valueThis research is among the first to investigate fresh food post–purchase OCE. It also introduces the previously underexplored moderating role of corporate image.

Let Me Show You What I Did versus What I Have: Sharing Experiential versus Material Purchases Alters Authenticity and Liking of Social Media Users

AbstractSocial media may encourage novel ways of signaling that involve different purchase types (experiential vs. material), signaling frequencies (multiple vs. single signals), and other features unique to social media (e.g., hashtags). This work examines how purchase signals are received on social media and how these signaling variations affect signal receivers’ perceptions of the authenticity of social media posts as well as the overall impressions receivers form of the signal sender. Data collected across six experiments show multiple material purchase signals lead to more negative impressions compared to multiple experiential purchase signals. Signal receivers perceive multiple material purchase posts as less authentic, which dampens their impressions of the signal sender. In line with this mechanism, the impression premium of experiential purchase signals disappears when receivers use other cues (monetary mentions, other users’ comments, and marketer associations via hashtags) to infer a signal’s lack of authenticity. Additional data also document downstream consequences on engagement. This work contributes theoretically to research in both signaling and social media and improves the understanding of substantive situations in which consumers’ objectives of curating a positive image and creating engagement with their posts, collide with marketers’ objectives of encouraging user-generated content and word of mouth.

How The Livestream Marketing Model Influence the Consumer Decision-Making Process Amid the COVID-19?

The emerging of new media platforms and technology advancements is changing the landscape of online retailing and "touchpoints" in the consumer journey. How does the livestream marketing model influence the consumer decision-making process, and why it achieves exponential market growth within years are significant to answer? This article utilized the Five-Stage Model of the Consumer Buying Process, content, and data analysis method to conduct an in-depth case study of Alibaba's Taobao T-mall "Double 11" livestream marketing campaign amid COVID-19. The result shows that livestream marketing plays as an amplifier and filter that stimulates consumers to make the most cost-efficient purchase choices and largely shortens decision-making time. It undertakes the responsibilities of simultaneously entertaining the audience with intriguing digital content and providing consumers with seamless purchase experiences. The high integration degree between supply chain and livestreamers, showrooms and online e-commerce stores, brands and consumers empowers livestream marketing to convert public traffic pools into precisely segmented private traffic communities. Supported by a mature ecosystem, livestreaming will help create a multi-win situation for brands, consumers, online retailers, livestreamers, and e-commerce platforms with a lower barrier to entry and higher conversion rate across niche markets. This article is applicable to further studies in the academic fields of digital marketing, online retailing, psychology, economics, business, and sociology. It will also provide marketers and brands with strategic tools to better understand consumers' decision-making process, adapt to new alternations of "moment that matters", precisely target segmented audience groups, and enhance overall business performance.