Shopping Experience Research Articles

The effect of e-service quality on customer satisfaction with repurchase intention as a moderating variable in the Soco by Sociolla application

This study investigates the influence of e-service quality on customer satisfaction with repurchase intention as a moderating variable, focusing on the SOCO by Sociolla app. Using a quantitative approach and a sample of 400 respondents, this research applies Partial Least Squares (PLS) analysis to assess the relationships among e-service quality, customer satisfaction, and repurchase intention. The results reveal that e-service quality significantly impacts customer satisfaction, indicating that higher service quality fosters customer contentment in digital shopping experiences. Additionally, repurchase intention slightly moderates this relationship, suggesting that consumers' likelihood to repurchase may influence their satisfaction levels derived from service quality. These findings highlight the need for e-commerce platforms, particularly in the beauty industry, to optimize e-service quality to boost satisfaction and repurchase rates. This research contributes to understanding digital consumer behavior and offers practical insights for enhancing service quality in online retail.

AI Enabled E-commerce Platform

An overview of AI-based e-commerce plat forms and their effects on the online retail sector is given in this survey. Businesses are starting to use artificial intelligence (AI) to improve customer experience, streamline processes, and boost revenue development in the e-commerce industry as a result of the technology’s rapid advancement. This research offers a thorough examination of the state of AI-based e-commerce platforms today, stressing their salient characteristics, advantages, difficulties, and potential. The first part of the poll introduced artificial intelligence (AI) and how it relates to e-commerce. It looks at how artificial intelligence (AI) technologies like computer vision, machine learning, natural language processing, and recommendation systems are being incorporated into e-commerce platforms to provide intelligent customer support, enhance product search and discovery, and offer personalized shopping experiences. Additionally, it explores the role of AI in enhancing customer engagement through chatbots, virtual assistants, and personalized marketing campaigns

Empowering Consumer Decision-Making: Decoding Incentive vs. Organic Reviews for Smarter Choices Through Advanced Textual Analysis

Online reviews play a crucial role in influencing seller–customer dynamics. This research evaluates the credibility and consistency of reviews based on volume, length, and content to understand the impacts of incentives on customer review behaviors, how to improve review quality, and decision-making in purchases. The data analysis reveals major factors such as costs, support, usability, and product features that may influence the impact. The analysis also highlights the indirect impact of company size, the direct impact of user experience, and the varying impacts of changing conditions over the years on the volume of incentive reviews. This study uses methodologies such as Sentence-BERT (SBERT), TF-IDF, spectral clustering, t-SNE, A/B testing, hypothesis testing, and bootstrap distribution to investigate how semantic variances in reviews could be used for personalized shopping experiences. It reveals that incentive reviews have minimal to no impact on purchasing decisions, which is consistent with the credibility and consistency analysis in terms of volume, length, and content. The negligible impact of incentive reviews on purchase decisions underscores the importance of authentic online feedback. This research clarifies how review characteristics sway consumer choices and provides strategic insights for businesses to enhance their review mechanisms and customer engagement.

A Study on Consumer Satisfaction Regarding Online Vs Offline Shopping of Clothes Among Genzs in Ahemdabad City

This study investigates consumer satisfaction regarding online versus offline shopping for clothes among Generation Z in Ahmedabad, aiming to understand their preferences, behaviors, and concerns. Using a survey-based approach, the research analyzes key factors influencing their shopping experiences, such as trust, convenience, security, product quality, variety, fit, and customer service. The findings reveal that while Generation Z appreciates the convenience, discounts, and variety offered by online shopping, they still express concerns about security and confidence in product quality and fit. Offline shopping, on the other hand, is preferred for its reliability in assessing product quality, fit, and personalized customer service. The study also highlights the hybrid nature of Generation Z's shopping behavior, with many consumers using both online and offline channels based on the advantages each provides. These insights suggest that retailers should adopt an omnichannel approach, integrating online and offline experiences to enhance customer satisfaction. The practical implications for retailers include improving online security, navigation, and return processes, while maintaining high-quality in-store experiences. Recommendations for future research include expanding the study to other regions, investigating the role of emerging technologies, and exploring the impact of sustainability and ethics on shopping preferences

Perceived Shopping Value in the Era of New Information and Communication Technologies (NICT): An Exploratory Study

Based on a literature review and the results of an exploratory qualitative study, this research examines the dimensions of the perceived value of retail stores in the era of new information and communication technologies (NICT). The results validated the dimensions of Holbrook's typology (1999) and identified new consumer expectations in relation to the integration of NICT in retail stores. These expectations significantly enrich the sub-dimensions of this Holbrook typology and encourage managers who intend to improve their commercial performance to make the shopping experience more immersive and digitalized.

From an emotional experience of mobile food shopping to continued purchase intention: moderating role of e-user expertise

PurposeThis study examines the role of the emotional experience of mobile food shopping in stimulating perceived values and continued intentions under the moderating role of consumer expertise.Design/methodology/approachWe gathered data from 632 Saudi mobile food shoppers through a web survey and analysed it using structural equation modelling.FindingsThe results showed that emotions (i.e. pleasure, arousal and dominance) significantly affect immersion in the experience of shopping via mobile food applications, which generates significant functional and emotional values and ultimately influences continued intentions. However, they do not have a significant effect on social value. Consumer expertise significantly moderates only the relationships between functional and emotional values with immersion and between immersion and continued intention.Practical implicationsFormulating a marketing strategy based on the emotional dimension is a potentially powerful way to enhance the attractiveness of mobile food applications. Nevertheless, segmenting the market based on consumer expertise is crucial for customising offers.Originality/valueThis study contributes to the literature by integrating pleasure-arousal-dominance theory with the theory of customer value to examine the role of the emotional dimension in the development of perceived values and continued intention to use mobile food ordering applications. Additionally, this study adds to the literature by examining the moderating role of user expertise in these relationships.

Use of Artificial Intelligence in Fashion Sales Techniques

This article discusses the prominent elements of artificial intelligence innovation in fashion sales techniques and details artificial intelligence-supported sales strategies such as virtual reality, augmented reality, virtual try-on rooms, smart mirrors, artificial intelligence-supported style consultants, visual search technologies and chatbot. This study was written with the compilation method. The compilation method is written with the aim of collecting the literature written so far on the research subjects from a scientific perspective and making a collective contribution to the literature. While virtual reality and augmented reality offer customers interactive shopping experiences and the opportunity to try products in their own environment without going to the store, virtual trial rooms and smart mirrors; Studies have shown that it has the potential to make online and face-to-face shopping easier, faster and more interactive. It has been stated that visual search technologies enable customers to easily find the products in the style they want, and artificial intelligence-supported style consultants and chatbots play an important role in optimizing the shopping experience by making personalized suggestions to customers. New and innovative solutions can be produced by conducting studies that encourage interdisciplinary collaboration between fashion designers, software developers and academicians. In this period when we live intertwined with technology, artificial intelligence-focused modules can be added to academic curricula for students studying in the field of design, and these modules will provide benefits for students to gain knowledge and skills on how to integrate artificial intelligence technologies into fashion design. The effective use of artificial intelligence in fashion sales techniques will provide a competitive advantage against competitors in the industry.

INTEGRATING ADVANCED TECHNOLOGIES IN RETAIL: A CONCEPTUAL FRAMEWORK FOR ENHANCING CONSUMER EXPERIENCE AND TRUST

This study explores the integration of advanced technologies, such as Artificial Intelligence (AI), Augmented Reality (AR), and Big Data Analytics, in retail to enhance personalized consumer experiences while addressing privacy concerns. This research investigates the personalization-privacy paradox, where consumers value tailored recommendations but remain wary of data collection practices. Through a comprehensive literature review, this study developed a conceptual framework for responsibly integrating these technologies in retail. The framework illustrates how AI personalizes shopping experiences, AR enhances consumer engagement, and Big Data improves operational efficiency while also considering privacy issues. The key findings reveal that balancing personalized services with transparent data practices is essential for building consumer trust. This study emphasizes the importance of transparency and ethical data handling in mitigating privacy concerns and fostering a more consumer-centric retail environment. These insights contribute to retail strategies and provide practical guidance for leveraging cutting-edge technologies without compromising privacy, thereby highlighting the need for a balanced approach that maximizes the benefits of innovation while safeguarding consumer trust.

The Influential Mechanisms of Live-Streaming Hosts on Consumer Behavior

In recent years, with the rise of e-commerce live streaming, hosts promoting products have played a crucial role in connecting consumers with products and influencing consumer behavior intentions. This paper reviews the current state and trends in research on how these hosts affect consumer behavior intentions, exploring how their personal characteristics, interaction patterns, and discourse strategies impact consumer purchasing decisions. Through analysis from both quantitative and qualitative research perspectives, it reveals the influence mechanisms of these hosts in modern e-commerce environments. Additionally, it discusses the pivotal role of interactive information in e-commerce live streaming, including its ability to enhance purchase desire, enrich entertainment experiences, and improve consumer shopping experiences. While existing studies provide valuable insights, there are still research gaps, particularly in-depth studies on the influence of hosts in specific domains. The findings of this review are significant for understanding the central role of hosts in e-commerce live streaming and their impact on consumer behavior, providing a theoretical foundation and support for future research and practice.

Research on the Development of Logistics Performance of E-Commerce Enterprises and its Influencing Mechanism on Customer Satisfaction

With the booming development of e-commerce industry, logistics performance has become one of the key factors of competitiveness for e-commerce enterprises, directly related to the customer satisfaction and market position of the enterprises. Under the background of digitalization and intelligentization, online shopping has become one of the main ways of daily shopping for consumers. As an important link in the transaction chain of e-commerce, logistics efficiency and quality directly affect the shopping experience and loyalty of consumers. This paper conducts an in-depth analysis of the current situation of logistics performance of e-commerce enterprises, the mechanism analysis of how it affects customer satisfaction, and explores solutions to the problem. Through the mechanism analysis, it is found that e-commerce enterprises can improve logistics performance by enhancing logistics speed, improving logistics service quality, reducing costs and increasing efficiency, strengthening green logistics, and enhancing cross-border e-commerce logistics capabilities. This can improve customer satisfaction, and the paper proposes suggestions such as optimizing logistics networks, enhancing logistics service training, fine-tuning management, promoting environmentally friendly packaging, optimizing transportation methods, and improving cross-border e-commerce logistics networks.

A Review of Tiktok Livestreaming Commerce

In recent years, live-streaming commerce has witnessed remarkable global growth, catalyzed in part by the COVID-19 pandemic. TikTok, originally a video-sharing app, has undergone rapid expansion and now offers livestreaming capabilities. This review aims to explore how TikTok livestreaming is reshaping the marketing landscape. The objective is to uncover the advantages of TikTok livestreaming for various stakeholders, shedding light on its potential implications for marketers, customers, and content creators. A comprehensive examination of existing literature was conducted, analyzing studies, reports, and academic papers. The analysis focused on the multifaceted benefits of TikTok live streaming for marketers, customers, and content creators. It also considered practical implications for businesses utilizing this platform. TikTok livestreaming fosters real-time engagement between marketers and customers, leading to enhanced trust and more effective product demonstrations. It appeals to younger demographics, offering a valuable marketing avenue. For customers, it facilitates interactive, informative, and emotionally engaging shopping experiences. Content creators can leverage TikTok live streaming to monetize their content and deepen connections with their audience, enhancing brand exposure. In conclusion, TikTok livestreaming is reshaping e-commerce by facilitating immersive, interactive, and trust-building experiences for marketers, customers, and content creators. Marketers should focus on quality interaction, product presentation, and partnering with suitable content creators. Collaborations with influencers should consider credibility and alignment with brand values. Leveraging TikTok's livestreaming capabilities offers the potential to cultivate customer loyalty and retention, transforming conventional marketing paradigms in the process

Conceptualizing the Implications of Artificial Intelligence (AI) Tools and Personalization Marketing on Consumer Purchase Intention: Insights from the Malaysian E-Commerce Market

Artificial intelligence (AI) has emerged as a powerful tool, enabling online retailers to offer highly personalized shopping experiences tailored to individual preferences and behaviors. As e-commerce continues to grow in Malaysia, understanding the influence of AI and personalization marketing on consumer purchase intentions has become increasingly important for businesses seeking to remain competitive. However, the rapid adoption of AI also raises concerns about data privacy, ethical AI usage, and compliance with emerging data protection regulations, such as Malaysia’s Personal Data Protection Act (PDPA). This study aims to explore the potential impact of artificial intelligence (AI) and personalization marketing on consumer purchase intention within the Malaysian e-commerce market. By reviewing previous literature and theoretical frameworks, the study explores how the use of AI tools including predictive analytics automation, and personalization experiences might influence consumer behavior in online shopping environments. The study adopts a quantitative approach, in which quota sampling will be used for the participant selection. A self-administered questionnaire with a five-point Likert scale will be employed to gather data from e-commerce users in Malaysia. The findings from this study have important implications for both e-commerce businesses and policymakers in Malaysia. For businesses, understanding which aspects of AI and personalization most influence consumer purchase intentions can help them strategically implement these technologies to enhance customer engagement and drive sales. For policymakers, the study highlights the need to consider ethical and legal issues, such as data privacy and policy issues, in the growing use of AI in the e-commerce market.

Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics

This study examines digital marketing strategies on the TikTok platform and their impact on consumer engagement. With the development of digital technology, traditional media marketing has been replaced by digital platforms. As a typical representative, TikTok is leading the industry change using its unique e-commerce model. Short videos and live e-commerce are rapidly emerging as new forms of digital marketing. Short videos are popular on social media, while live e-commerce combines real-time interaction with a shopping experience, offering consumers a new way to shop. By analyzing TikTok's unique features and business model, this study examines the application of digital marketing in the short-form and live-streaming e-commerce space. It highlights its significant impact on the consumer buying behavior and market trends. The findings show that TikTok's digital marketing strategy boosts user engagement and brand influence and significantly contributes to sales conversions. This study provides important insights for companies to develop effective digital marketing strategies in the digital era and provides valuable references for future research.

Analysis of the Impact of Hema Supermarket's Innovation Strategy on Marketing Effectiveness

Abstract: Hema Fresh is an innovative online and offline integrated new retail fresh supermarket. In recent years, Hema Xiansheng has been popular with consumers in major cities in China. Adhering to the concept of "freshness, convenience, quality and Internet", it is committed to providing consumers with fresh, high-quality food and convenient shopping experience. This paper aims to analyse the impact of Hema supermarket's innovative approach on its marketing effectiveness through theoretical analysis and comparative research. Through research and analysis, the innovation strategy of Hema Supermarket has a positive impact on its marketing effectiveness and is a key factor for its success. In addition, this article explores how Hema Supermarket can succeed and summarizes its marketing advantages, highlighting strengths and avoiding weaknesses, providing references for similar enterprises.

Reviving small-sized retail: emotional experience and ethical perspectives as keys to customer repurchase intent

ABSTRACT The paper aims to clarify the role of cognitive and emotional shopping experience in small-sized retailers and its impact on satisfaction and repurchase intention. Also, an ethical perspective of the shopping decision is analyzed. Based on prior studies, we develop a quantitative study (n = 390) in Spain, where small-sized retailers represent most of the retail industry. The advent of new retail formats -online and offline- puts pressure on the traditional ones to evolve. Accordingly, results demonstrate that consumers emotional experience and ethical perception have a very notable impact on repurchase intention. Many small-sized retailers base their strategy on experiential marketing, the goal is to enhance consumers positive in shop experience. The findings also reveal that traditional retailers purchase is linked to consumers’ ethical beliefs or perceptions. Facing a shopping decision, consumers ask themselves about the impact it has on society, environment, and nature. Small-sized traditional retailers are facing, consequently, a double challenge. On the one hand, to keep developing awareness of the paramount societal role of this type of retailer and, on the other hand, to provide consumers with shopping options that boost their needs.

The Transformation of Retail Through Digitalization: Analyzing the Impact of Online-Offline Integration and Augmented Reality on Consumer Shopping Experience

The retail industry has especially changed in the last three decades by the effect of the technological change. This study examines the impact of two major innovations: two emerging issues, namely the omnichannel retailing and the augmented reality (AR). Omnichannel retailing combines online and offline selling pointers wherein consumers get a completely integrated purchasing experience whereas AR makes product differentiation easy and allows consumers to engage with products. The concern of this research is to examine how these technologies affect consumers behavior, satisfaction, and loyalty. Therefore, the study adopted a mixed research method, where data was gathered through online questionnaires, interviews and case studies of organizations such as Walmart, Nordstrom, IKEA, and Sephora. Based on the research, there is a suggestion that the synchronization of online and offline purchase touchpoints enhances the shopping convenience and customization; meanwhile, the application of AR enhances the interaction and the confidence of the purchase. Some of other issues that were realized include data privacy and consistent branding throughout the communication channels. This research establishes that these technologies use in strategic processes improves consumer shopping experiences, but more research is required to investigate long-term outcomes and new directions for the retail industry.

Plataforma web y móvil para la difusión de ofertas de PYMES mediante geolocalización

The project focuses on developing a Fremium digital business in SMEs through a web and mobile platform that allows businesses to effectively and accessibly register and showcase their products and promotions, reaching potential buyers in real-time. Through this application, companies can create detailed profiles that include images and descriptions of their products, as well as contact details and ongoing promotions. This not only facilitates the visibility of their offers to a broader user base but also enables affiliated businesses to have better control over their offers. On the other hand, app users enjoy the convenience of exploring a wide range of products and offers in one place; they can search, compare, and access detailed information about the products and services offered by various companies. Additionally, the app provides users with real-time updates and geolocation on promotions and discounts, enhancing their shopping experience. In this way, the platform optimizes the connection between businesses and users, providing the former with a platform to promote their products and the latter with a tool to discover and access a variety of offers and services, all through a user-friendly and practical mobile and web plataform.

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.

ELEMENTS OF RETAIL STORE INTERIOR DESIGN : A QUALITATIVE STUDY ON ENHANCING CUSTOMER IN STORE EXPERIENCE

This research aimed to formulate the essential elements in retail store interior design. The retail store landscape is expected to undergo significant changes and trends in 2024. In this context, digitalization is expected to grow directly in proportion to e-commerce. Several AI-related concepts are also becoming increasingly favored. There are opportunities to explore key design elements in adapting to these developments. A good understanding of these elements can enhance the store’s image and create a positive experience. A qualitative method was also used to obtain 10 participants through focus group discussions involving retail store visitors as well as experts and interior product designers. The results showed that there are several important elements in designing retail store interiors, including physical elements such as the exterior area, interior area, display area, interior layout, and point of purchase. These physical elements play a significant role in creating an attractive and functional store appearance. Additionally, social elements are also important, including merchant characteristics, merchant outfits, crowding, customer characteristics, and privacy. These elements help in creating symbols and meanings relevant to visitors. Therefore, retail interior design that considers the store exterior, store interior, interior layout, and store displays can create a pleasant and meaningful shopping experience for customers

The omnichannel effect: Evaluating consumer satisfaction in the wake of e-commerce closure among Bandung's MSMEs

This research delves into the impact of the government's closure of TikTok shop's online marketing interaction channel on MSMEs, emphasizing the reduction in offline interaction channels and resulting business losses. The study's primary objective is to dissect and assess the multifaceted omnichannel interaction framework, comprising online, offline, and cross channels, and its influence on consumer experience value and satisfaction. Conducted in Bandung, Indonesia, the research engaged 425 participants who interact through various marketing channels. Utilizing the partial least squares path model, the study deduces that while online and cross channels significantly influence experience value and consumer satisfaction, offline channels do not. This insight calls for a reevaluation of the TikTok shop closure decision, considering the profound role of satisfaction in purchasing decisions. The research, however, recognizes its limitations in terms of the temporal scope, analytical methods, and potential for hypothesis refinement. Future studies could broaden the geographic scope to incorporate diverse cities, offering insights shaped by varying local characteristics. Overall, the study contributes to the understanding of omnichannel interactions' effects on consumer satisfaction, presenting a nuanced perspective for academics and practitioners to enhance consumer shopping experiences.