Online Shopping Research Articles

Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.

Analysis of Green Supply Chain Construction and Driving Factors in the Context of New Retail: Case Study of JD.com

The retail industry occupies an important position in the national economy and is a fundamental industry. With the development of the Internet, retail is constantly innovating, and online retail is developing rapidly. Retail enterprises under the new retail model represented by JD.com have embarked on a new journey in the retail industry. With the further development and acceleration of industrialisation, reducing resource waste and environmental pollution has become a problem that retail enterprises must face. This paper introduces the case of JD.com in building a green supply chain in the context of new retail and analyses. It summarises the driving factors of JDs establishment of a green supply chain by combining the interdisciplinary perspectives of new retail and green supply chains. At the same time, specific case evidence is provided from the perspective of each link in the supply chain. It aims to provide multi-dimensional guidance for the green supply chain transformation of new retail enterprises, which can help improve their market competitiveness, provide better consumer experience, enhance consumer trust, and help avoid potential legal risks.

E-cigarette retail outlets in Mexico: a country that bans the sale.

Restrictive e-cigarette policies have not allowed for the characterization of the sale of these tobacco products in the countries where they are implemented. This is because it is believed that there are no stores. However, the use of e-cigarettes persists in these countries. A content analysis of electronic cigarette points of sale through the internet in Mexico was conducted. Cross-sectional study. Structured searches were performed in the Google Maps search engine with the terms "electronic cigarette store" and "vape store" in combination with the name of each state of Mexico, in the period from October 2021 to February 2022. A total of 695 e-cigarette stores were located, of which 481 (69.2%) were physical stores, 207 hybrid stores (29.8%), 4 online stores (0.6%) and 3 (0.4%) vending machines. A total of 316 e-cigarette brands and 578 vape liquid brands were identified. The sales attraction strategy they used the most was free shipping of products (85.8%). Stores used WhatsApp (92.5%), Facebook (86.3%) and Instagram (74.4%) to promote their products. Only 35.1% of stores checked the age of their customers, of which, 95.9% asked if the customer was of legal age and 4.1% asked for the date of birth. In addition, 25.6% of the stores warned about nicotine addiction and 24.2% specifically about the ingredients of the liquids. E-cigarettes are widely available and marketed in a variety of retail outlets in Mexico. The high number of stores, brands of liquids, and e-cigarettes indicates non-compliance with existing regulations. E-cigarette consumption has increased globally, even in countries with restrictive regulations. However, there is limited data on the density and characteristics of vape stores in low- and middle-income countries with restrictive regulations. This study found no significant differences in e-cigarette sales between countries with permissive and restrictive regulations. Therefore, it is suggested that, in addition to establishing restrictive policies on the sale of e-cigarettes, their enforcement should also be monitored. Countries with restrictive measures should regulate Internet sales and promotion of e-cigarettes with greater emphasis.

Disclosure of mandatory and voluntary nutrition labelling information across major online food retailers in the USA.

Nutrition labelling is mandatory on food products in retail stores, but compliance in the rapidly expanding online setting remains unclear. We assessed mandatory and voluntary labelling information across major U.S. online retailers. Between January and August 2022, we evaluated a representative basket of sixty food and beverage items across eight product categories of ten major retailers. We evaluated online presence, accessibility and legibility of four mandatory elements - Nutrition Facts, ingredients, allergen statements and percent juice for fruit drinks - and presence of seven voluntary elements - nutrient content claims, health/qualified health claims, ingredient claims, structure-function claims, additive claims, front-of-package nutrient profiling symbols and other marketing claims. Major online food retailers in the USA. N/A. On average, each mandatory element was present, accessible and legible for only 35·1 % of items, varying modestly by element (from 38·3 % for ingredients lists to 31·5 % for Nutrition Facts) but widely by retailer (6·6-86·3 %). Voluntary elements were present for 45·8 % of items, ranging from 83·7 % for marketing claims to 2·0 % for structure-function claims. Findings were generally consistent across the eight product categories. Voluntary elements were more frequently present than accessible and legible mandatory elements for six of ten retailers and seven of eight product categories. Mandatory nutrition label elements are not commonly present, accessible and legible in online retail settings and are less consistently present than marketing elements. Coordinated industry and regulatory actions may be needed to ensure consumers can access mandatory nutrition information to make healthy and safe food choices online.

The Effect Of Live Streaming Selling And Product Quality On Women's Fashion Repurchase Interest At Shopee

Online selling is nothing new in today's marketing system. Many people have been shopping online since they became familiar with the internet, so after the pandemic ended, people are already too comfortable with shopping online. In buying and selling products, the most common transaction is social networks such as Shopee because this application makes it easy for sellers to have a web page that can be connected to share information and communicate between sellers and buyers. Live Streaming has become a new trend in online shopping and the high competition for product quality is something that must be considered by sellers. The purpose of this study is to determine and explain the effect of live streaming selling and product quality on repurchase interest in women's fashion at Shopee. This research uses quantitative methods. Collecting questionnaire data with a Likert scale and using SmartPLS (Partiqal Least Squares) software to analyse the data. The results showed that live streaming sales affect repurchase intention and product quality does not affect repurchase intention in fashion products at Shopee.

Modelling household online shopping and home delivery demand using latent class & ordinal generalized extreme value (GEV) models

The surge in e-commerce during the past decade has led to dramatic changes in consumer shopping behaviour. The study applies two Generalized Extreme Value (GEV) family models to investigate households' e-shopping demands. The study proposes a model structure to jointly model ordinal-based choice behaviour with choice-makers' latent class membership. Introducing latent class structure with the OGEV formulation accounts for the relationship between choice-makers heterogeneous preferential groups and their ordinal choice outcomes. Furthermore, the study also applies the Ordered General Extreme Value (OGEV)-Negative Binomial (NB) model, capturing the interplay between consumers' in-store shopping demands and online shopping behaviour. The RUM principle inherited within the OGEV-NB model allows econometric valuation of in-store shopping activity explicitly considering households' e-shopping demands. Both models are empirically estimated using a dataset collected in the Greater Toronto Area (GTA), Canada. The empirical findings and behavioural implications are also discussed.

Profiling consumers for their shopping motivations in modern retail formats in Oman

PurposeConsumer shopping motivations are evolving in tandem with shifts in products, services and the retail landscape. This paper primarily aims to explore what drives shopping behavior among consumers in Oman. Additionally, the paper aims to profile consumers based on their shopping motivations.Design/methodology/approachBased upon the review of literature, we developed a list of 63 items of shopping motivations. Exploratory factor analysis later led to a 12-factor solution involving 50 items, which were refined further into an 11-factor solution involving 44 items using CFA. A combination of hierarchical and k-means cluster analysis was performed for profiling consumers.FindingsFive distinct segments of consumers that emerged in the Omani food and grocery retail market were derived as Practical Value Seekers, Discerning Shoppers, Selective Online Shoppers, Social Brand Seekers and Instant Gratifiers. Theoretical and managerial implications were discussed.Practical implicationsIn theory, this study examines market heterogeneity by considering customer shopping motivations and applies profiling (clustering) techniques to categorize them into distinct market clusters. In practical terms, it provides valuable insights to food and grocery store managers.Originality/valueThis study is novel and the first of its kind, suggesting a typology of food and grocery shoppers in Oman. Research on consumer shopping motivations has primarily focused on consumers in Western countries, particularly in the United States.

Factors Influencing Online Purchase Intention: The Mediating Role of Attitude toward Online Shopping: An Empirical Study in Cosmetics Sector in Jordan

This study aims to determine the factors that influence online purchase intentions in the cosmetics sector in Jordan. The results showed that online sales promotion, electronic word-of-mouth, online product presentation and perceived risk have significantly influenced OPI and attitude towards online shopping, which mediates the relationship between independent variables and online purchase intention in the cosmetics sector in Jordan. The study recommends to examine the same factors in more sectors, as people in different sectors may have different characteristics and distinct behaviors; so, the findings may lack generalizability.

Data analytics for visualization of business insights for an online retail store using Python

In today’s world, data is becoming an organization's most important asset. Businesses have easy access to large amounts of data from a range of sources, and when those data are processed quickly and reliably, the chances of obtaining useful insights to inform data-driven decision-making are significantly increased. Modern corporate strategy must include data analytics because it offers critical insights that improve operational efficiency and decision-making. Using data analytics to visualize company insights can significantly improve a number of areas for an online retail store, including marketing strategy, customer experience, inventory management, and sales. This paper aims a thorough examination at the main areas, methods, and approaches that may be used to delve into business insights using data analytics, as well as the advantages it has for online retailers using a sample online retail dataset.. Keywords: Data Analytics, Data Visualization, Inventory, Sales Analysis, Descriptive Analytics.

What Type of Incentives Can be Used to Motivate Generations Z and Y to Prefer More Sustainable Delivery Options?

Given the environmental harm caused by factors such as carbon emissions and traffic congestion from the rise of online shopping, it is increasingly important to adopt sustainable delivery methods to lessen its impact on the planet and communities. This study was conducted to explore how various incentives can influence the delivery preferences of members of Generations (Gen) Z and Y. This study involves 384 Turkish Gen Z and Gen Y e-commerce users who had bought clothes online in the past 6 months. The research data were collected using a choice experiment survey and hypotheses were tested using the McNemar test. The study results show that different types of incentive significantly affect the delivery preferences of Gen Z and Gen Y. Younger consumers are more willing to choose sustainable delivery for their clothes shopping after receiving incentives such as information on CO2 emissions, traffic congestion, the number of acquaintances, as well as coupons and discounts. Additionally, they become more willing to pay more and wait longer for more sustainable delivery. Furthermore, the study shows that offering coupons and discounts to consumers has a greater impact on encouraging participants to choose a more sustainable delivery compared with providing information about CO2 emissions, traffic congestion, and the number of acquaintances.

Factors that Enhance Consumer Self-Protection Against Online Shopping Scams

Factors that Enhance Consumer Self-Protection Against Online Shopping Scams

Study of Factors Affecting Consumers’ Online Clothing Purchase Intention

Online shopping has taken a crucial position in the 21st century, because most people are busy with their working life and make them having less time to go for shopping. In this case, online shopping purchase is the easiest and most appropriate channel for them to do their purchase. Internet has rapidly developed into a global perspective as it has changed the way for customers to shop. The spread of the internet causes the term of “online shopping” exist in year 1979. It is said that online marketing has gained huge popularity and importance all over the world. It is expected that by the end of 2040, the number would increase to more than 1.5 billion as far as internet user is concerned. One of the famous product that customers purchase online was clothing. However, there is a limited research being done regarding on how the customers in Sibu, Sarawak (Malaysia) purchase their clothes, whether they purchase at the retail store or do their purchase online. So, this research study seeks to explore what are the factors affecting customers’ online clothing purchase intention in Malaysia, particularly in Sibu, Sarawak.

Inventory Decisions Considering Returns in Omni-channel Retailing

Omni-channel retail is a new model that is achieved by integrating online stores and offline physical stores. The inventory decision problem considering returns under omni-channel retail is studied in two cases: considering same-channel returns under omni-channel retail and considering cross-channel returns under omni-channel retail. Based on the consideration of consumer returns and resale of returned products, the newsboy model is used to construct inventory decision models with the goal of maximizing retailer profits and analyze the models. Numerical analysis shows that the online store return ratio and the cross-channel return ratio have a significant impact on the inventory and profit of the retailer's offline physical stores and online stores. In particular, when the cross-selling profit is large, the cross-channel return ratio increases, and the retailer's profit increases accordingly, but the retailer's profit may decrease with the increase of the online store return ratio.

The Impact of Artificial Intelligence Marketing on E-Commerce Sales

This review explores the influence of AI marketing on e-commerce sales, examining how AI-driven strategies affect key metrics such as customer acquisition and conversion rates. Given the growing importance of AI in online retail, this paper employs a critical review methodology, analyzing 50 documents from the Scopus database. The analysis reveals that AI tools like chatbots, personalization engines, and predictive analytics significantly enhance e-commerce performance. The study provides practical and theoretical contributions, offering recommendations for businesses and suggesting future research directions.

Consumers’ Continuance Intention Toward Online Shopping Apps: An Integrated Model

ABSTRACT Understanding the continuance intention to use online shopping apps is crucial, as it impacts both the continuance adoption and ongoing motivation for shopping. This study, based on the Theory of Planned Behavior and the Technology Acceptance Model, employed SEM to analyze responses from 343 participants. It aimed to construct and compare a model of users’ continuance intentions toward online shopping apps. The findings reveal that continuance intentions are positively driven by the marketing mix, usage motivation, perceived behavioral control, and attitude, and negatively by perceived risk. Interestingly, perceived behavioral control does not significantly affect continuance intentions. Attitudes are boosted by usage motivation, perceived usefulness, and ease of use, whereas perceived behavioral control is shaped by motivation and negatively by risk. Both ease of use and usefulness benefit from marketing and motivation but are hindered by risk. Marketing mix positively impacts motivation, underscoring the interplay of factors in adopting the apps.

How thinking style influences online consumers’ responses to compromise-based service attributes

ABSTRACT Prior studies on online shopping behavior have been silent about global consumers’ compromise choices in online service attributes. Three studies investigate how and when consumers’ thinking styles affect their service responses toward online retail websites offering compromise options. The priming findings demonstrate that consumers in two cultural groups (Korea and France) are more satisfied with and more likely to repurchase from compromise-based websites in the holistic-thinking than analytic-thinking condition. This research contributes to extant literature on consumer online behavior and provides managerial insights on the practical uses of compromise tendencies for online service strategies in global retail markets.

The Effect Of Online Retailers And Perceived Risk On Repurchase Intention Mediated By Trust

This study focuses on online retail consumers who actively make purchases through the leading e-commerce platform, namely Shopee. This study emphasizes more on consumer experience and psychological factors that influence their purchasing decisions. The purpose of this study is to investigate online retailers, perceived risk, and trust on online retail consumers' repurchase intention, by mediating the role of trust. This study aims to provide a better understanding of the factors that influence consumer repurchase intention in the context of e-commerce, so that it can provide valuable input for business practices in improving their marketing strategies and brand management. The sampling technique used is non-probability sampling that has and uses the online retail shopee. In this study, data was collected from 125 respondents who met the criteria. The results of the analysis show that online retailers on trust and trust on repurchase intention have a significant influence. The implications of this finding are that increasing repurchase intention through planned and consistent branding efforts can be the key to increasing consumer trust and preference.

Studi Sikap Konsumen dalam Berbelanja Online di Jakarta dengan Kepercayaan sebagai Variabel Mediasi

The aim of this research is to determine the influence of relative advantage and EWOM on consumer attitudes towards online shopping in Jakarta with trust as a mediating variable. The technique used in this research is non-probability sampling with a purposive sampling approach. The respondents sampled in this research were 172 consumer respondents who had shopped online and lived in Jakarta. The data analysis method in this research uses the SmartPLS program version 4.1.0.0. The research results show that relative advantage and EWOM have a positive and significant influence on trust and attitudes, trust has a positive and significant influence on attitudes, trust can mediate the positive and significant influence between relative advantage and EWOM on attitudes.

Live streaming channel and product assortment with both national and store brand products

To counteract the fierce competition in the online retailing market, retailers are increasingly adopting live streaming selling model and introducing store brand product to enhance their competitiveness. In this context, we attempt to examine whether and when a retailer should launch a live streaming channel. If launched, we further investigate how the retailer should assort both national and store brand products across available channels. To delve into these questions, we consider a supply chain consisting of a manufacturer and an online retailer, where the retailer resells the manufacturer's national brand product and also sells a store brand product. We examine the retailer's optimal channel strategy and product assortment strategy by considering six scenarios, differentiated by whether introducing the live streaming channel and various product assortment tactics. Our findings indicate that as long as the fixed setup cost of the live channel is relatively low, the retailer will always introduce a live streaming channel. The retailer's optimal assortment of both products across channels highly depends on the consumers’ additional value derived from the live streaming channel and the perceived quality of the store brand product. We also find that, the retailer's optimal channel strategy and product assortment may not always benefit the manufacturer, but there exist conditions that can create win-win situations for both players. Our study further shows that if the retailer launches the live streaming channel at the start, it may not always be necessary to introduce the store brand product under certain conditions.

Affordability of quality: case of Slovenian online shopping

Affordability of quality: case of Slovenian online shopping