Shopping Behavior Research Articles

Barriers to online second-hand purchase behavior

PurposeIn this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.Design/methodology/approachFor this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).FindingsThe findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.Originality/valueThis study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.

The Influence of Sales Promotion and Shopping Lifestyle on Impulsive Buying Behavior of Mr DIY in Palembang City

This research was conducted to analyze the influence of Sales Promotion and Shopping Lifestyle on Impulse Buying among Mr DIY consumers in Palembang City. The growth of the retail industry and changes in consumer lifestyles require a deeper understanding of the factors that influence impulse shopping behavior. This research tries to answer the problem regarding the influence of Sales Promotion and Shopping Lifestyle on the tendency to shop impulsively at stores like Mr DIY. The purpose of this research is to find out whether Sales Promotion and Shopping Lifestyle influence Impulse Buying in Mr DIY, Palembang City. This research aims to provide a clear and specific picture of the factors that influence consumers' impulsive shopping decisions. This research uses a quantitative approach with non-probability sampling techniques and a purposive sampling approach to select 100 respondents. Data analysis was carried out using statistical methods which included regression to test the influence of the Sales Promotion and Shopping Lifestyle variables on Impulse Buying. The population of this research is Mr DIY consumers in Palembang City. A sample of 100 respondents was selected purposively to achieve appropriate representation. The research results show that Sales Promotion has no significant effect on Impulse Buying, while Shopping Lifestyle has a positive effect on the impulsive shopping behavior of Mr DIY consumers in Palembang City. In this research it can be concluded that consumer shopping lifestyles influence impulsive shopping tendencies more than sales promotions. The implications of these findings can help design more effective marketing strategies. This research contributes to the understanding of consumer behavior and retail marketing strategies. Knowing that lifestyle shopping has a stronger influence can help stores like Mr DIY to devise promotional and sales strategies that better suit consumer preferences, enrich the literature on impulse shopping, and provide guidance for further research.

Exploring Success Factors as an Online Solopreneur: A Case Study in Nakhon Si Thammarat, Thailand

The global COVID-19 pandemic has led to the emergence of new online solopreneurs throughout Thailand. With the increased accessibility of the internet for both buyers and sellers, consumer shopping behavior has shifted towards online purchases made from the comfort of home. The pandemic has also forced existing solopreneurs to transition online. To succeed as an online solopreneur, effective management is crucial. Additionally, experience and knowledge in management are vital to achieving business success. This research aims to investigate the impact of age, education, and experience and to identify and analyze the specific business activities, based on the value chain, that significantly influence the success of online solopreneurs in Nakhon Si Thammarat, Thailand. Data was collected from 400 online solopreneurs using a questionnaire and employing the Cochran’s sampling method to ensure representation from an unknown population of online solopreneurs in Nakhon Si Thammarat. Statistical analysis, specifically ANOVA, was conducted to address research questions concerning the impact of age, experience, and education on online business success. Additionally, multiple regression analysis was performed to identify the relationships between business activities and their influence on business success. The study found that solopreneurs of different ages, experience levels, and educational backgrounds have varying impacts on business success. The business activities that have the greatest impact on online business success are human resources management, procurement, marketing and sales, and technology development. This research contributes to the understanding of the varying impacts of demographics and business activities on the achievement of business success by solopreneurs. Solopreneurs can utilize these findings to enhance their business activities and achieve success.

Migration and Financial Well-being: The Impact of Acculturation and Financial Socialization with Mediating Role of Financial Behavior

The dilemma of the large population of Indonesia being disproportionate to the number of jobs available in the country has resulted in international migration to achieve household financial well-being, and most immigrants 55% of immigrants migrate to Malaysia (World Bank, 2017). This study aims to measure whether acculturation and financial socialization influence financial well-being mediated by financial behavior among Indonesian immigrant housewives from South Sulawesi in Sabah, Malaysia. This research uses the Partial Least Square path modeling technique, and 384 respondents showed that acculturation and financial socialization significantly affected financial behavior. Financial behavior has a significant impact on financial well-being. In addition, financial behavior significantly mediates acculturation, financial socialization, and financial well-being. The results of this research can help the government and palm oil plantations to create policies and possible intervention programs to help Indonesian immigrants manage their financial behavior in order to achieve financial well-being through financial literacy programs, holding outreach to their workers to be careful in managing finances such as not getting caught up in online lending practices that are currently widespread, reducing consumptive shopping behavior non-essential, and facilitate pension programs not only for Malaysian citizens but also Indonesian citizens.

PENGARUH TRAIT MINDFULNESS TERHADAP COMPULSIVE BUYING PADA PENGGUNA SHOPEE USIA DEWASA AWAL

Compulsive buying is a shopping behavior that is carried out by individuals but is detrimental with negative impulses that are carried out repeatedly to eliminate feelings of temporary satisfaction. Therefore, mindfulness is needed for individuals to realize the necessary actions. This study aims to determine the effect of mindfulness on compulsive buying in shopee users in early adulthood. The population in this study are shopee users who are in their early adulthood. The sampling technique used is accidental sampling with a total of 211 participants. The study was conducted using the Edwards Compulsive Buying Scale (ECBS) and The Mindful Attention Awareness Scale (MAAS). The results show that there is an influence of positive mindfulness on compulsive buying, which means that the more individuals have a high mindfulness trait, the more aware they will be of the psychological condition they are experiencing, in this case the difficulties they experience, so they find ways to reduce the pressure by compulsive buying behavior temporary.

The Effect of Self-image, Peer Influence and Man-Nature Orientation toward Sustainable Shopping Behaviour among Undergraduate Students in Klang Valley

The Effect of Self-image, Peer Influence and Man-Nature Orientation toward Sustainable Shopping Behaviour among Undergraduate Students in Klang Valley

Expanding the UTAUT2 framework to determine the drivers of mobile shopping behaviour among older adults

In the current severe aging of the population, the problem of "digital divide" of the elderly has become increasingly prominent, and the elderly market represents a vast demographic that is increasingly becoming an important customer segment for mobile shopping in the future. However, there is currently insufficient attention given to the research on mobile shopping behavior among older adults. This study tries to answer what are the driving factors of mobile phone shopping behavior among the elderly? The purpose of this study is to analyze the factors that drive the elderly’s mobile phone shopping behavior, and to establish a mobile phone shopping acceptance model for the elderly to predict the factors of the elderly’s behavioral intention of using smart phones. Based on the second edition of Unified Theory of Acceptance and Use of Technology theory (UTAUT 2), this study proposed a mobile phone shopping acceptance model for the elderly. The study collected valid data from 389 Chinese elderly people through questionnaires and analyzed them using structural equation models. The results showed that utilitarian, anxiety, trust, performance expectancy, effort expectancy, social influence, facilitating conditions and habit directly impact the older adults’ intention to engage in mobile shopping. Additionally, facilitating conditions, habit and the older adults’ intention to engage in mobile shopping act as driving factors for actual use behavior. This study further expands the UTAUT theoretical model, provides a theoretical basis for the research of mobile shopping behavior of the elderly, and enricues the application groups and fields of the UTAUT theoretical model. The results of this study provide inspiration for the development, design and marketing of age-appropriate mobile shopping products, and contribute to the realization and further adoption of age-appropriate mobile shopping, and also contribute to promoting the active aging of the elderly.

How important is the in-store environment for new brands?

New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand’s visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour.

The influence of e-commerce algorithms on Consumers’ behaviour

With the development of the Internet and data analysis technology, the e-commerce plat-form continues to optimise the e-commerce algorithm system, improve consumers' online shopping experience and willingness, reduce the time cost of consumers' retrieval of commodity information, achieve accurate marketing, and increase sales. Therefore, it is of great significance to understand the functions and characteristics of the algorithm and how does it affects consumers' shopping decisions. Based on collating relevant literature on consumer decision-making, online shopping behaviour, and algorithm recommendation system, a process model of an algorithm system affecting shopping decisions is constructed. Conduct a questionnaire survey to analyse the impact of the algorithm system on shopping decisions through a series of data. The following conclusions are drawn: The influence of the algorithm system is inevitable and strong, but it still needs to be improved, such as improving the accuracy of product recommendations. In addition, the development of an algorithm recommendation system is optimistic.

The Impact of Social Media on Online Shopping Behavior of Gen Z Consumers In Time of Covid-19 Pandemic; The Moderating Role of Celebrity Endorsements

The purpose of this study is to examine the impact of social media (live streaming, promotional tools, and online reviews) and celebrity endorsements on online shopping behaviors. In addition, we investigate the role of celebrity endorsements as a moderator between social media and online shopping behavior. This study examines Generation Z in Indonesia with 543 respondents. This investigation employs the Structural Equal Modeling (SEM) technique. According to the findings of this study, online reviews and celebrity endorsements have a significant positive impact on online shopping behavior. When we interact with celebrity endorsements through online reviews, they have a strikingly positive impact on our online shopping behavior. This indicates that celebrities add a competitive advantage to a brand and that the brand has very good online reviews that will encourage consumers to buy products online. This study has implications for marketers and e-commerce, which can encourage consumers to make online purchases during a crisis.

Myths and Realities of Retail Shopper Behaviour towards ‘Sustainable’ Brands

Sustainable marketing aims to encourage consumer behaviour that will improve the environmental and social outcomes of consumption. Despite decades of effort, however, manufacturers and retailers often see disappointing shopper responses to their sustainable marketing efforts. This paper argues that this is because many sustainable marketing efforts are hampered by false assumptions about how buyers behave in retail settings. The purpose of this paper is to take two commonly accepted sustainable marketing retail beliefs—that ‘sustainable’ brand buyers are a different type of retail shopper and that they are more loyal to these brands than shoppers of non-sustainable brands—and draw upon two established marketing empirical generalisations, the Law of Brand User Profiles and the Law of Double Jeopardy, both built over decades of research, to show that these beliefs are, in fact, myths. We use 22 sets of continuous data spanning five categories in the UK to illustrate this. Mean Absolute Deviations were used to compare the profile of sustainable brand users against non-sustainable brand users. The Dirichlet model of buyer behaviour was applied to the data to examine loyalty to sustainable brands. The results show sustainable brands are just like all other retail brands in their performance. This is a positive finding as it means they can utilise ‘regular’ brand growth knowledge to increase their market share. Overall, the paper illustrates the process and benefits of moving to a view of sustainable marketing that has stronger scientific underpinnings and that leads to more realistic shopper response expectations for retailers and manufacturers.

Investigating e-grocery shopping behavior and its travel effect

Since the adoption rate of e-grocery skyrocketed in the wake of the Covid-19 pandemic due to the influx of first-time e-grocery shoppers, grocery shopping behavior has been evolving and the travel effects of e-grocery are largely unknown. Thus, this study sought to examine the relationship between consumers’ grocery shopping behavior online and in-store, and the influencing factors (i.e., socio-demographic characteristics, household attributes, and personal attitudes). To achieve this, information relating to online and in-store grocery purchase frequencies, personal and household characteristics, and attitudes of more than 2,000 Florida residents were collected through an online survey. Using a bi-directional structural equation modeling (SEM) approach, our results show that online grocery shopping exhibited no significant effect on in-store grocery shopping frequency (i.e., neutrality), but in-store grocery shopping reduced the frequency of online grocery shopping (i.e., substitution). Also, a positive attitude toward some positive aspects of online shopping, preference for alternative travel modes, and tech savviness were associated with more frequent online grocery shopping, while cost consciousness and the joy of shopping encouraged more in-store shopping. Several socio-demographic and household attributes were also found to have direct and indirect effects mediated via attitudes on the shopping frequencies. Overall, this study provides insights into the demand and travel effects of e-grocery and highlights the need for retailers and transport planners to collaborate in order to mitigate the potential travel effects of e-grocery.

Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing behavior of Generation Z on social networking sites. In addition, the mediator function of the user’s search intent is investigated. Thus, sponsored ads employ moderation. To collect primary data, self-administered questionnaires and cross sectional studies were applied. The population is comprised of university students of Generation Z from Dhaka, Bangladesh. Systematic random sampling was used to select Generation Z members from six institutions in the city of Dhaka. Using convenience sampling, primary data were collected. The research yielded 565 standardized questionnaire samples. The study’s findings demonstrated that user-generated content’s direct, indirect, and mediation relationships were statistically significant. Moreover, the direct and indirect relationships of micro-celebrity posts were found to be statistically significant, but the mediation relationship was found to be insignificant. Additionally, users’ search intention has a strong correlation with online purchasing behavior. Thus, the moderation analysis of sponsored ads was deemed crucial. In Bangladesh, the stimulus-organism-response (S-O-R) paradigm is rarely applied to studies on the online purchasing preferences of Generation Z consumers. This study also examined its findings’ implications for future research and limitations.

A Study of the Influence of Marketing Strategy on Consumer Impulse Buying Behavior During Online Shopping Festival from the Perspective of Mental Accounts

With the development of technologies such as big data, artificial intelligence, Internet of things and cloud computing, the infrastructure system of various industries has been reconstructed because of the prosperity of digital transformation. The online shopping festival has also become the product of the vigorous development of online shopping platforms, having attracted increasing attention from both researchers and practitioners as a special consumption scenario. Therefore, the research topic of this paper is to analyze the influence of various marketing strategies on consumers' impulsive shopping behavior during online shopping festival from the perspective of mental accounts. By analyzing a large amount of existing literature, this paper summarized the three most important marketing strategies: shopping atmosphere, characteristics of e-commerce live streaming and payment policies. Additionally, this paper makes a reasonable explanation for the mechanism of impulsive consumption behavior from the perspective of mental accounts which provides theoretical basis and practical guidance for e-commerce platforms and merchants to improve and optimize the marketing strategy of online shopping festival to attract and maintain the enthusiasm of consumers.

Review and Outlook on Brand Co-Branded IP

With the development of the industry, brands have experienced a lack of innovation and Homogeneity while the Internet has placed higher demands on them. Therefore, brand co-branding IP as a powerful marketing strategy has become a hot topic of discussion among Chinese and foreign scholars in recent years. This paper presents a review of representative literature on different areas of brand co-branding IP at home and abroad, focusing on the concept of IP and its marketing effects, so as to further sort out the positive and negative effects of brand co-branding IP on consumer behaviour from the perspective of consumers, and then analyse the relevant internal mechanisms of consumer purchasing behaviour, providing reference and ideas for future scholars to study the concept of brand co-branding IP. According to the results of this review, brand co-branding IP is a double-edged sword for brands. A good co-branding can increase customer loyalty and have a positive impact on the brand. At the same time, however, it can also lead to irrational shopping behaviour or negative emotional connections. Therefore, this paper suggests that future scholars could more clearly unify the concept of IP and investigate more long-term and effective forms of brand co-branding IP.

Smart-Spend: Excess Shopping Provoker Trolly with an Alert System

Abstract: Impulsive and excessive shopping behavior has become a prevalent issue in modern society, leading to financial strain and psychological distress for individuals. This research addresses the pervasive issue of overspending by introducing SmartSpend —a technological solution designed to proactively curb impulsive purchases and promote budget-conscious shopping behavior. The trolley incorporates a personalized budget-setting feature, allowing users to establish spending limits prior to shopping. As items are added, the trolley dynamically calculates the total cost and issues alerts as the set limit approaches. These notifications serve as immediate reminders, encouraging shoppers to evaluate their choices and make informed decisions. Furthermore, the trolley incorporates human following capabilities to enhance user experience and ensure seamless navigation in retail environments. By merging technology and psychology, the Excess Shopping Provoker Trolley addresses the root causes of excessive shopping behavior. It empowers individuals to regain control over their spending patterns and cultivates responsible consumption habits. This innovative solution presents a tangible means of countering the negative consequences of impulsive shopping, fostering financial stability and emotional well-being in today's consumer-oriented landscape.

Online shopping: a systematic review of customers’ perceived benefits and challenges during COVID-19 pandemic

Purpose The COVID-19 outbreak has disrupted the habits of customers as well as their shopping behavior. This study aims to critically examine the associated benefits and challenges of online shopping from the perspective of customers in the COVID-19 pandemic. Design/methodology/approach A systematic review of the relevant literature published between 2020 and 2022 was conducted via performing comprehensive search query in leading scholarly databases “Scopus and Web of Science” with the restriction of their predefined subject category of “Business.” Overall, 30 research studies were selected for the review and a significant number of studies were published in 2021 (n = 15). Findings The research findings revealed that customers are motivated to shop online because of perceived benefits such as time-saving, convenience, 24/7 accessibility, interactive services without physical boundaries, trust, website attractiveness and cost-saving. However, challenging factors such as financial scams, privacy concerns, poor quality of products and services, fake promotions and reduced social interaction have hindered the growth of online shopping. The recommendations regarding designing marketing strategies, secured transaction, multiple payment options, trust building, protection of privacy, promotion via social media, effective mechanism to secure and timely delivery of product are helpful to improve the service quality of online shopping. Originality/value The outcomes of this research are valuable to online retailers and policymakers, as it highlights how the benefits can enhance customers’ shopping intentions and minimize the impact of associated challenges. This study also recommends the redesigning of user-friendly interfaces of online shopping websites and ensures their privacy, security and performance on a regular basis.

Penguatan Budaya Lokal melalui Pemberdayaan Kelompok Pengrajin Angkinan Berbasis E-Commerce

The Angkinan Craftsmen are included in homemade crafts, so the right strategy is needed to develop them. Applying this local culture is essential to the e-commerce business that can help increase Angkinan Craftsmen's income. This activity aims to assist in promoting products and provide training on the use of e-commerce applications. The method of implementing this service is training by providing counseling, tutorials, and discussions. The results show that the training participants can understand the importance of strengthening e-commerce-based local culture and apply online selling sites through Instagram and Shopee. It is very relevant to the current conditions where knowledge of the preferences and behavior of local shoppers is more dominant in online shopping using the most popular e-commerce applications. In this case, Angkinan embroidery artisans can provide detailed information regarding the products offered and how to interact with customers online. Without implementing local values, artisans will not have an effective go-to-market strategy and opportunities for embroidery artisans.

Retailers view on customer loyalty – a social resource theory perspective

ABSTRACT This study elaborates on the concept of loyalty. Strategic work to increase loyalty such as loyalty programs is increasingly being questioned. Using a relational perspective, viewing loyalty as an ongoing process of social exchanges, the paradoxical relationship between loyalty strategies and customer loyalty is underlined. The empirical data comprised qualitative interviews with eight key managers in Swedish retail companies. The result shows that loyalty programs foster rational shopping behaviours, misinterpreted by the retailers as loyalty. Thus, the concrete nature of loyalty programs make the customers less loyal only returning the concrete resources given. Particular resources will not be given by customers if none are offered by retailers. From the perspective of social exchanges, a shift from tangible rewards to forming meaningful emotional bonds is needed in order to achieve customer loyalty.

Effect Entrepreneur Innovation In Shopping Habit Customer In Marketplace Tokopedia

The development of technology and e-commerce has brought significant changes in consumer shopping behaviour. Online marketplaces such as Tokopedia have become one of the popular platforms for consumers to shop online. The main objective of this study is to identify and analyse the effect of entrepreneurial innovation on customer shopping habits on Tokopedia. This study uses a quantitative research method with a survey research design. Data is collected through distributing questionnaires to Tokopedia customers. The data collected through the questionnaire will be analysed using regression analysis techniques. The results showed that entrepreneur innovation affects customer shopping habits at the Tokopedia Marketplace. Entrepreneurial innovation creates more exciting and varied products or services. Tokopedia, as an e-commerce platform, is a forum for various entrepreneurs to present new and unique products. The availability of these diverse products encourages customer interest to continue exploring and shopping on Tokopedia