Shopping Behavior Research Articles

Determinants of customer buying behaviour in omnichannel retailing: a systematic literature review and future research directions

PurposeAdvances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.Design/methodology/approachOur study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.FindingsUnder channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.Practical implicationsThis study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.Originality/valueThis study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of digital technologies. It also uncovers new potential combinations of showrooming and webrooming patterns. The proposed framework can help retailers in their future planning of omnichannel strategies.

Livestream sales prediction based on an interpretable deep-learning model

Although live streaming is indispensable, live-streaming e-business requires accurate and timely sales-volume prediction to ensure a healthy supply–demand balance for companies. Practically, because various factors can significantly impact sales results, the development of a powerful, interpretable model is crucial for accurate sales prediction. In this study, we propose SaleNet, a deep-learning model designed for sales-volume prediction. Our model achieved correct prediction results on our private, real operating data. The mean absolute percentage error (MAPE) of our model’s performance fell as low as 11.47% for a + 1.5-days forecast. Even for a 1-week forecast (+ 6 days), the MAPE was only 19.79%, meeting actual business needs and practical requirements. Notably, our model demonstrated robust interpretability, as evidenced by the feature contribution results which are consistent with prevailing research findings and industry expertise. Our findings provided a theoretical foundation for predicting shopping behavior in live-broadcast e-commerce and offered valuable insights for designing live-broadcast content and optimizing the user experience.

Online and offline shopping addiction and its relationship with state-trait anxiety and impulsivity

Compulsive buying is a phenomenon that involves dysfunctional shopping behaviors together with a continuous concern about buying and problems derived from said behaviour that impact different aspects of daily life. This study aims to analyse some of the psychological factors related to compulsive buying both online and offline, such as anxiety and impulsivity. 202 Volunteers from both sexes between the ages 18 and 69 participated. A questionnarie was designed based on the Barrat Impulsiveness Scale (BIS-11, 1995), the Bergen Shopping Adicction Scale (BSAS, 2015) and the State-Trait Anxiety Questionnarie (STAI, 1983). It was verified that the most impulsive and anxious individuals tend to perform more behaviors related to compulsive buying. No differences in compulsive buying based on age were found. It is interesting to delve into the implications derived from dysfunctional purchasing behaviors and the psychosocial implications of such practices.

Analisis Persaingan Bisnis Pasar Tradisional Wonokusumo Surabaya Dengan Pasar Online Platfrom Shopee: Perspektif Mekanisme Pasar dalam Islam

The Impact of Technology on Shopping Behavior and the Competition between Traditional Markets and Shopee Technological advancements, particularly in the current digital age, have significantly impacted people's lifestyles, including their shopping habits. The emergence of e-commerce and online platforms like Shopee has transformed the way consumers purchase goods and has also affected the existence of traditional markets. In this context, the competition between traditional markets and Shopee has become increasingly fierce, with diverse consequences for businesses in both markets. Business competition involves sellers vying for profit, market share, and sales volume. Typically, sellers strive to outperform competitors by differentiating their prices, products, distribution channels, and promotional strategies. In Islam, competition is permissible, but it should be conducted ethically and fairly. This research employs a descriptive qualitative method to analyze the dynamics of competition between Wonokusumo Traditional Market in Surabaya and the online platform Shopee. It further investigates the impact of Shopee's presence on the traditional market and its vendors and aims to identify solutions that can enhance the sustainability of traditional markets amidst the competition with e-commerce.

Pengaruh Motivasi Hedonis dan Gaya Hidup Terhadap Perilaku Belanja Online di Marketplace pada Generasi Z di Kabupaten Karawang

The continuous growth of internet users has triggered major changes in online shopping behavior, where people are switching from conventional shopping to online shopping. Online shopping behavior is the process of purchasing products or services via the internet. The growth of e-commerce in Indonesia, especially through online marketplaces. This research aims to determine the relationship between hedonic motivation and lifestyle on Generation Z's online shopping behavior. By applying the Hair et al formula in the analysis. The sample selected was 90 respondents. The data obtained from the questionnaire was then analyzed using validity and reliability tests, classical assumption tests and hypothesis tests using SPSS software. The results of this study show that hedonic motivation has a significant negative effect on online shopping behavior, and lifestyle has a significant positive effect on online shopping behavior in the market.

Perceived Trustworthiness and Perceived Risk-Taking as Predictors of Online Shopping Behaviour among Youths in Ibadan

E-commerce has generated a lot of interest across the globe where individuals sit in the comfort of their homes and purchase goods and services. However, study linking youths in many developing countries to the new trend seem to be affected by skepticism. Therefore, this study examines perceived trustworthiness and perceived risk-taking as predictors of online shopping behavior among youths in Ibadan metropolis. Cross-sectional survey design was adopted while data were collected from 200 randomly selected participants. Data were collected using validated scales and analyzed using zero-order correlation, t-test for independent samples, and multiple regression analysis to test three hypotheses at a p < 0.05 level of significance. The result revealed that perceived trustworthiness and perceived risk-taking significantly correlated with online shopping behavior among study participants. Also, the results revealed that perceived trustworthiness and perceived risk-taking jointly predicted online shopping behavior. Finally, both perceived trustworthiness and perceived risk-taking independently predicted online shopping behavior among study participants. The study concluded that perceived trustworthiness and perceived risk-taking are excellent predictors of online shopping behavior among those who took part in the study. It is advised that web designers and internet marketers create online shopping platforms that foster confidence and discourage risk-taking in order to attract and retain more online customers.

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

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

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

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

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

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

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

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

Knowing the Impact of Efficient Social Media Marketing

Twenty-first century, people no longer make time to visit and socialize with each other. Through social platform, people can now remain disconnected while still being linked. In addition to this, “social media platforms like Facebook foster a strong bond between people and products, opening up several chances for advertising”. Similar to this, “other social media platforms like blogs provide a forum for posting comments on any event that has to be publicized and can be used as a promotional tool for both customer adoption and promotions”. This study article focuses on methods that can expand “the current social media's current use of viral marketing”. It can also aid in creating a “community that is robust enough to support your marketing efforts”. As a result of ‘social identity’ and ‘perceived value’, “Social Media Marketing efforts have an indirect impact on satisfaction, according to the analytical data”. Simultaneously, “social identity and perceived value have a direct impact on satisfaction, which in turn drives plans to continue, participate, and spend money”. Finally, “references for improving social media marketing are supplied based on the academic and managerial implications of the study's empirical findings”. According to the literature review, various contemporary consumers turned to social networks for peer guidance. Social media has encouraged consumer-to-consumer contact and made it easier for customers and companies to engage with one another. This study report sheds light on the internet-related literature and online shopper behaviour with regard to the use of online media in small companies. Study aims to pinpoint and examine the factors or behaviours that influence customers' decisions whether to follow or unfollow a specific Brand on social media.

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

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

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

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

Factors Influencing Online Shopping Decisions in the Fashion Industry

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

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

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

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

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

Towards visual sentiment summary to understand customers’ satisfaction

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

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

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

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

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

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

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