Online Purchase Experience Research Articles

Online food delivery services: cross-sectional study of consumers’ attitude in Malaysia during and after the COVID-19 pandemic

Background During the COVID-19 pandemic, Malaysian consumers were more likely to purchase food online and have it delivered to their doorstep. To stay afloat, many restaurants were pushed to provide online food delivery services (OFDS), and this sector has grown tremendously. However, will the trend persist after the pandemic? This study aims to look into how consumers’ perceptions of OFDS affect their attitude towards them. It investigates the relationship between convenience motivation, perceived ease of use, time-saving orientation and price-saving orientation in terms of future intent to use OFDS. Method Primary data was collected from 307 respondents in Malaysia using convenience sampling method through an online survey. Respondents’ demographic background was presented statistically in cross tabulation tables to study the ratio comparison implicitly. Consistent Partial Least Square approach and bootstrapping techniques with 5,000 subsamples was employed, with the aid of SmartPLS.V3 software, to identify the significant factors influencing consumers’ continuance intention after the pandemic. Result Perceived ease of use does not contribute significantly to continuance intention as most consumers have prior online purchase experience. Nevertheless, time-saving orientation has a positive correlation with perceived ease of use due to the simplicity of placing an order with just a click. It is also found that price-saving orientation is related to convenience motivation, particularly when prices can be compared on the websites or online ordering platforms. Consumers’ intention to continue using OFDS even after the COVID-19 pandemic is positively influenced by all the parameters studied, except for perceived ease of use. Conclusion Limited work has been done on the continuance intention to use OFDS beyond the pandemic. This study provides insight for food retailers on how to enhance their business and retain their customers with the support of technology, even after the COVID-19 pandemic.

A Study of the Impact of Combining Digital Marketing and Virtual Reality Technology on the Online Shopping Experience

Abstract Virtual reality technology has brought a new round of information technology revolution for marketing due to its dual potential in marketing efficiency and experience. After combing the applications of the combination of digital marketing and virtual reality technology, this paper takes a store’s VR marketing campaign as an example, selects the relevant evaluation indexes, and, after assigning values to the indexes’ weights, applies the gray fuzzy comprehensive evaluation method to assess the integration effect of digital marketing and virtual reality technology in the sample VR marketing campaign. Afterward, the theoretical model and research hypotheses regarding VR digital marketing’s influence on online purchase experience are proposed, and structural equation modeling is employed to validate the correlation. The results indicate that the integration effect of VR marketing campaigns in the sample stores is above average (75.93 points). The combination of digital marketing and virtual reality technology positively stimulates users’ demand motivation and experience perception (P<0.001), which in turn positively affects users’ satisfaction level and the online shopping experience as a whole of demand motivation, experience perception, and satisfaction level collectively affects users’ post-participation behavior. The combination of digital marketing and virtual reality technology can enhance users’ purchasing experience and further improve publicity conversion and brand impact.

Does social media marketing affect online repurchase intention? The mediating role of guanxi

Social media marketing is being used increasingly by companies to communicate and interact with customers and influence their behavior responses. The aim in this study was to analyze the relationship between social media marketing and customers' online repurchase intention as well as the mediating mechanism of guanxi underlying that relationship. Using a paperbased survey and purposive sampling, data were collected from 363 Chinese college students who had online purchase experience through WeChat. Analysis revealed that social media marketing was positively related to customers' online repurchase intention and guanxi had a significant mediating role between social media marketing and online repurchase intention. This study can guide marketers in utilizing social media marketing to build guanxi with customers and promote their online repurchase intention.

A Cognitive-Dissonance Theory Perspective in Understanding Online Shopping Journey

ABSTRACTOnline purchase experience is considered an a pivotal antecedent to customer satisfaction. This study explores the dimensions of online purchase experience affecting customer satisfaction while investigating the moderating role of negative e-word of mouth (NEWOM) toward customer satisfaction and repurchase intention. Employing a web survey, 453 valid responses were generated from urban consumers with online purchase experience. A PLS-SEM based approach was used to validate the proposed relationships. Dimensions of online purchase experience, such as hedonic experience, service experience, website experience, and trustworthy experience, were found to significantly impact online customer satisfaction. NEWOM was found to significantly and negatively moderate the relationship between online customer satisfaction and repurchase intention. The current study provides novel insights into the concept of the online purchase experience. It proposes a framework that emphasizes the moderating effect of NEWOM on online customer satisfaction and repurchase intention, relying on cognitive dissonance theory.

UiTM Student's Intention to Use Online Delivery Services in Malaysia

Online food delivery services in Malaysia nowadays are becoming more critical. The rise of technology and mobile devices significantly influenced the hospitality industry in general and restaurants in terms of food ordering. The technique of placing an order for meals through the internet is known as online food ordering. They are using a website or mobile app that serves many restaurants. In the era of technology, people can only use devices that are more accessible to them. This study aimed to study UiTM students' intention to use online food delivery (OFD) in Malaysia. Thus, 413 respondents participated in this study, and the study employed a quantitative method. The survey constructs five factors, time-saving (TS), price-saving (PS), perceived usefulness (PU), prior online purchase experience (POPE) and intention to use (ITU). This study's findings indicate a positive relationship between price saving, perceived usefulness and prior online purchase experience toward students' intention to use online food delivery services.

Mapping the concept of online purchase experience: a review and bibliometric analysis

PurposeModern businesses strategically focus on improving the online purchase experience (OPE) of customers to acquire a long-term competitive edge. However, the intellectual knowledge structure of OPE research remains uncharted, necessitating further investigation. This study aims to provide a concise synthesis of the evolution, trends and advancements of consumers’ OPE research using bibliometrics.Design/methodology/approachFirstly, the authors inventorised the relevant OPE literature, and then the bibliometric trends and the domain’s performance (top articles, outlets and authors) were analysed and illustrated through tables and narratives. Secondly, science mapping tools (such as co-occurrence) and visualisation strategy were deployed to pinpoint relevant OPE research themes and highlight the domain’s intellectual structure.FindingsThe most significant findings concern the most prolific authors, outlets, most cited articles and five thematic clusters forming the ground for potential future research paths. Also, these thematic clusters depicted the intellectual knowledge structure that emerged from the OPE research domain.Research limitations/implicationsThis review may be helpful for future academic researchers to identify future research paths in the domain and practitioners to help make policy decisions while formulating and articulating their marketing strategy.Originality/valueDeploying the VOSviewer and Bibliometrix-R software together, this review is most likely the first attempt to the best of the authors’ knowledge to provide a thorough bibliometric synthesis of the OPE research domain.

The Impact of Storytelling Advertising on Consumer Advertising Experiences and Brand Equity

Video ads that tell stories have become a popular method of connecting with viewers and making them feel emotionally invested in a product or a service. Long-form videos, as opposed to shorter types of advertising like TV spots and print advertising, can persuade viewers with a sincere and compelling brand story, creating favourable brand associations. We empirically investigated the impacts of narrative transportation caused through audio-visual storytelling advertising on consumers’ affective, sensory, cognitive, behavioural experiences and brand equity states using structural equation modelling in SPSS Amos 25.0. Our research supports the relationship between ad-elicited narrative transportation and various brand effects. We also evaluated the moderating effect of previous negative online purchase experiences (POPE) on all forms of advertising experience. The impact of high-quality competing advertising on the impressions formed by consumers who have had negative prior experiences and the strategies employed by brands to use negative experiences build positive equity for their brands. Discussions and implications are discussed.

Using chatbots in e-retailing – how to mitigate perceived risk and enhance the flow experience

PurposeChatbots represent an undeniable player between online retailers and customers as they boost operational efficiency and bring cost savings to businesses while offering convenience for customers in terms of timing and immediacy. However, as chatbots represent a new-born online touchpoint in retailing, especially when it comes to online pre-purchase and purchase experience, this study examines whether and how effort expectation, facilitating condition, performance expectancy, social influence, trust, perceived risk and flow affect consumers' intention to use chatbots for online shopping. The purpose of this paper is to address this issue.Design/methodology/approachA total of 226 respondents participated in an online survey. Participants were asked to try a new online service and interact with a chatbot designed using Chatfuel, a platform within the Facebook Messenger setting. Structural equation modelling was used to test the proposed research model regarding the intention to use chatbots.FindingsThis study discusses the importance of offering useful and trustworthy conversational agents for online shopping and argues and explains the insignificant paths amongst other studied factors and intention to use chatbots concluding with the need to explore more drivers for such contemporary technologies. Moreover, the findings indicate that trust turns out to be an important predictor of behavioural intention towards chatbots, in addition to its role in mitigating perceived risk and enhancing flow experience.Originality/valueGiven the lack of empirical evidence related to chatbots applied for business purposes, this paper fills a gap in this research field and provides a deeper understanding of what leverages consumers' intention to use chatbots for online shopping.

Enacting Alternating Least Square Algorithm to Estimate Model Fit of Sem Generalized Structured Component Analysis

Structural Equation Modeling (SEM) is a statistical modeling technique that combines three methods, namely factor analysis, path analysis and regression analysis to test a theoretical model in social science, psychology and management. Covariance-based SEM is a parametric SEM that must meet several parametric assumptions such as, multivariate normally distributed data, large sample sizes and independent observations, so that, variance-based SEM was developed to overcome the problem of covariance SEM, namely the Generalized Structured Component Analysis (GSCA) method. This study aims to implement the GSCA method on factors data that are expected to have an effect on the level of behavioral intention towards online food delivery services and to examine the significance of the mediating variable on the structural relationship. The results of hypothesis testing with a 95% confidence level showed that the quality of convenience motivation, prior online purchase experience, and attitude towards online food delivery services had a significant effect on behavioral intentions towards online food delivery services. The fit value is above 0, 523 which indicates that the model is able to explain around 52,3% of the variation of the data. Furthermore, the hedonic motivation variable has a significant effect on convenience motivation. Post usage usefulness and prior online purchase experience variables significantly affected the attitudes towards online food delivery services. The proposed model using GSCA achieves a much better result (good fit) compared with the previous model using Confirmatory Factor Analysis (CFA) with marginal fit.

FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP DAN INTENSI PEMBELIAN KEMBALI KONSUMEN PADA LAYANAN ONLINE FOOD DELIVERY (OFD) DI INDONESIA

Online Food Delivery (OFD) services are a popular method in Indonesia for ordering food and drinks compared to other methods such as by telephone, restaurant mobile applications, and restaurant websites. OFD service transactions in Indonesia are growing rapidly and are increasingly popular compared to before the COVID-19 pandemic. The purpose of this study was to determine the structural influence between variables which include hedonic motivation, time saving orientation, price saving orientation, prior online purchase experience, information fit-to-task, visual appeal, convenience motivation, post-usage usefulness, attitude, and repurchase. intention on OFD services in Indonesia. This research refers to the theory of planned behavior, technology acceptance model, and partial adoption of the extended information technology continuance model. This research was also conducted to determine changes in consumer behavior in using OFD services before and during the COVID-19 pandemic in Indonesia. In this study, data was collected from 207 users of GoFood or GrabFood services and processed using Structural Equation Modeling (SEM) on the LISREL 8.54 software. The results showed that eight of the sixteen hypotheses proposed had a significant effect. Price saving orientation, time saving orientation, and prior online purchase experience significantly have a positive effect on convenience motivation. Time saving orientation, prior online purchase experience, and convenience motivation have a significant positive effect on post-usage usefulness. Post-usage usefulness has a significant positive effect on consumer attitudes and repurchase intentions for OFD services. This research shows that after the COVID-19 pandemic ends, 28.50% of respondents will increase the frequency of purchasing food and beverages through OFD services, 29.47% of respondents will reduce it, and the rest with a fixed frequency.

The Influence of Impulse Purchase Orientation, Brand Orientation, Prior Online Purchase Experience and Online Trust on Online Purchase Intention among Working Adults in Kuala Lumpur, Malaysia

The new trend of purchasing has changed tremendously from traditional method to online. The paper highlights the issue of the important factors encouraging online shopping among office workers. Thus the objective of the study is to determine the factors that influence online purchase intention. The factors involved in the study are impulse purchase orientation, brand orientation, prior online purchase experience, and online trust. Applying quantitative method, questionnaires using Google form were distributed through social media social network such as WhatsApp, Facebook, FB Messenger, and Microsoft Teams for data collection. Respondents were selected using snowball sampling technique for data gathering. The data were analysed using descriptive analysis, reliability, Pearson Correlation Coefficient and Multiple Regression Analysis by deploying the Statistical Package for the Social Sciences (SPSS). The major findings of the study revealed that impulse purchase orientation, brand orientation, prior online purchase experience and online trust have a significant relationship with online purchase intention. However, the results of Regression Analysis indicate that online trust has a strong influence on online purchase intention. As a concluding remark, the study suggested that the web retailers should consider providing more reliable and important information inside their web sites in order to increase customers’ trust. The practical and research implications are further discussed in the paper. Future researchers are recommended to conduct the study with wider scope of respondents.

Grocery Apps and Consumer Purchase Behavior: Application of Gaussian Mixture Model and Multi-Layer Perceptron Algorithm

The purpose of this study is to investigate and compare the popularity of common grocery apps in Hungary as well as Iran. The data were gathered from Iranian and Hungarian users who had at least one online purchase experience using a grocery app. A Gaussian mixture model (GMM) and multi-layer perceptron (MLP) are used as supervised and unsupervised machine learning algorithms with Python programming to cluster customers and predict consumer behavior. The results revealed that Wolt in Hungary and Snappfood in Iran are the most popular grocery apps. Users in Iran are divided into three groups of users of app services and the type of full covariance has higher accuracy compared to the other three types (96%). Meanwhile, we found that the five apps used in Hungary have provided 95% accuracy from the users’ point of view based on the diagonal covariance. The MSE value (overfitting and cross-validation) is less than 0.1 in the MLP algorithm, which shows an acceptable amount of error. The results of overfitting indicate the proper fit of the MLP model. The findings of this study could be important for managers of online businesses. In the clustering section, the accuracy and value of consumer demographic information have been emphasized. Additionally, in the classification and prediction section, a kind of “customization” has been performed with an emphasis on market segmentation. This research used GMM and MLP machine learning algorithms as a creative way to cluster and classify consumers.

Do customers always adopt buy-online-and-pick-up-in-store service? Consideration of location-based store density in omni-channel retailing

An increasing number of retailers and researchers regard buy-online-and-pick-up-in-store (BOPS) as an important strategy of omni-channel operation. Although many studies focus on the implementation results of the BOPS mode, few explore the antecedent variables that shape its effects. By analyzing 420,020 online transactions (including 33,546 BOPS orders) generated by 110,909 customers via an omni-channel retailer, we empirically examine the impact of retailers' store density at different distances from customers' locations on BOPS adoption behavior. User characteristics, including channel preference and online purchase experience are considered as boundary conditions in this study. We control for relevant factors, conduct several additional analyses, and perform various robustness checks to validate the consistency of our results. Our research shows the significant positive effects of retailers' store density in medium distances on customers' BOPS adoption. However, retailers' store density at short-distance has a negative influence on customers' BOPS adoption. We also find that channel preference and online purchase experience show different moderating effects in the influence of retailers' store density at two difference distances on customers’ BOPS adoption. Our findings generate important theoretical and managerial implications, and suggestions for future research are discussed in detail.

Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China

PurposeIn the recent decade, social media popularity and growth have boosted the development of social commerce (SC). This study aims to explore the significant impact of guanxi (关系) elements (ganqing 感情, renqing 人情 and xinren 信任) on online purchase intentions. Furthermore, this study investigated the moderating role of social support between electronic word-of-mouth (eWOM) and online purchase intentions.Design/methodology/approachAn online survey was conducted on 309 consumers who had online purchasing experience through WeChat, a famous social media application in China. Structural equational modeling was used to test all hypotheses.FindingsThe results indicate that guanxi elements are positively related to eWOM, affective attitude and online purchase intentions in SC. Additionally, social support has a significant moderating role between eWOM intention and online purchase intention.Practical implicationsConsidering the effects of guanxi elements on eWOM affective attitude and online purchase intention in Chinese SC, online retailers are advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online retailers can use the findings from this study to understand the consequences when online purchase intention is strongly influenced by guanxi elements.Originality/valueThis research extends the current literature by applying the notion of guanxi components to the sense of SC and relating the notion of guanxi components and consumer decisions. The results show an understanding of the reality by which guanxi elements may affect the intention of eWOM sharing and boost online purchase intention.

Online food delivery services: cross-sectional study of consumers’ attitude in Malaysia during and after the COVID-19 pandemic

Background: During the COVID-19 pandemic, Malaysian consumers were more likely to purchase food online and have it delivered to their doorstep. To stay afloat, many restaurants were pushed to provide online food delivery services (OFDS), and this sector has grown tremendously. However, will the trend persist after the pandemic? This study aims to look into how consumers’ perceptions of OFDS affect their attitude towards them. It investigates the relationship between convenience motivation, perceived ease of use, time-saving orientation and price-saving orientation in terms of future intent to use OFDS. Method: Primary data was collected from 307 respondents in Malaysia using convenience sampling method through an online survey. Respondents’ demographic background was presented statistically in cross tabulation tables to study the ratio comparison implicitly. Consistent Partial Least Square approach and bootstrapping techniques with 5,000 subsamples was employed, with the aid of SmartPLS.V3 software, to identify the significant factors influencing consumers’ continuance intention after the pandemic. Result: Perceived ease of use does not contribute significantly to continuance intention as most consumers have prior online purchase experience. Nevertheless, time-saving orientation has a positive correlation with perceived ease of use due to the simplicity of placing an order with just a click. It is also found that price-saving orientation is related to convenience motivation, particularly when prices can be compared on the websites or online ordering platforms. Consumers’ intention to continue using OFDS even after the COVID-19 pandemic is positively influenced by all the parameters studied, except for perceived ease of use. Conclusion: Limited work has been done on the continuance intention to use OFDS beyond the pandemic. This study provides insight for food retailers on how to enhance their business and retain their customers with the support of technology, even after the COVID-19 pandemic.

Perilaku Pembelian Kosmetik Secara Online Selama Pandemi

During the Covid-19 pandemic, consumers mostly do facial and body care at home, and online transactions are no exception. Cosmetic products are risky products if we do not try them first because of differences in skin type or face shape. Yet, why are Millennial Generation women confident about buying them online? The purpose of this study was to confirm whether the factors of merchandise, price, trust and online purchasing experience were the factors that consumers consider to buy cosmetic products online. Data that has been obtained by distributing questionnaires to 100 respondents by purposive sampling were analyzed using factor analysis techniques with the help of SPSS for Windows version 24 software. The results of data analysis only formed two factors from the four suspected factors. The first factor was called the Online Shopping Motivation factor which consists of 12 indicators and the second factor was called the trust factor which consists of seven indicators.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BEHAVIORAL INTENTION APLIKASI DELIVERY SERVICE FOOD&BEVERAGE

Abstract - During the Covid-19 pandemic, the food and beverage industry, especially coffee consumption, increased by 44% from 2008-2019. This is also supported by the increasing number of coffee shops with the coffee to go concept, namely coffee shops that are built with simple outlets and focus on serving take away. Fore Coffee is a coffee shop with the concept of coffee to go. During the Covid-19 pandemic, several outlets of Fore Coffee were closed. Facing this circumtance Fore Coffee focused on selling through online media, including applications. However, in 2020 data shows that the performance of the Fore Coffee app has decreased. This of course had an impact on the sales of Fore Coffee. Therefore, the aim of this research is to increase consumer desire to use the Fore Coffee application. Fourteen hypotheses will be tested in this study. The data will be analyzed by using a structural equation model (SEM). The samples analyzed were 145 samples. The results of this study indicate that time saving orientation and price saving orientation have a positive influence on post-usage usefulness and post-usage usefulness has an influence on attitude towards online food delivery services, and behavioral intention. Meanwhile, hedonic motivation and prior online purchase experience have no influence on behavioral intention. Managerial implications will be discussed in depth in this study.
 Keywords: Convenience; Post-Usage Usefulness; Attitude; Behavioral Intention

Relationship between academic consumer lifestyle and the decision to purchase from virtual stores

Nowadays, a good personalised marketing plan is a concern of many firms and firms should identify customer behaviour. Studying customer lifestyle is one of the effective factors in identifying customer behaviour. This research aimed to examine the effects of customers' lifestyle on their purchasing decision. The research model was developed based on the VALS2 lifestyle model and technology adoption model (TAM). Using a questionnaire, the data was gathered from the students who had at least one online purchase experience. About 404 questionnaires were collected and analysed using structural equation modelling (SEM) technique. The results showed that intention to purchase directly affects the purchase from virtual stores. Also, the lifestyle groups have a positive impact on purchase from virtual stores. The results also showed that there is a positive indirect impact of peer influence, attitude toward purchasing and perceived usefulness on the purchase from virtual stores.

Sounds of scents: olfactory-auditory correspondences in the online purchase experience for perfume

Purpose – Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method – Given the scarcity of contributions regarding online shopping behavior for perfume, an exploratory qualitative approach was implemented. Twenty-seven in-depth interviews were conducted among individuals from three countries with prior experience of purchasing perfume online. Results –The study highlights the associations made by the interviewees between the types of sounds/voice and types of scents and the complementary role of these cues in online shopping for perfume. Practical implications – Both e-sellers and e-buyers can benefit from the findings of this research. In fact, it is likely that e-shoppers decide to either consider or ignore an unknown perfume for purchase based on the scent signals perceived from sounds, which can provide guidance for e-sellers as well.

Factors influencing online purchase intention of millennials and gen Z consumers

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.