Shopping Value Research Articles

The effect of online deception on behavioral intention towards e-tailers: the mediating role of e-shopping value and e-trust

ABSTRACT This research aims to establish the impact of online deception and e-security on behavioural intentions towards e-retailers in Saudi Arabia, as well as highlight the mediating effects of online shopping’s perceived value and e-trust. An electronic survey was distributed through email and social media to Saudi consumers, resulting in 216 valid responses from e-shopping adopters. The emergent relationships between the variables were identified, and some managerial implications were proposed. The originality of this work stems from how it tests the impact of perceived online deception and e-security on e-trust, online shopping value, and behavioural intentions. E-trust and online shopping value were positioned, and subsequently verified, as mediators between the proposed dependent and independent variables. The results reveal that trust towards e-retailers plays a mediating role in the relationship between online deception and perceived online shopping value. Furthermore, the indirect impact of trust towards an e-retailer on behavioural intentions is also partially mediated by online shopping’s perceived value.

A cross-cultural analysis of impulsive buying behaviour : Comparing the effect of longterm orientation and shopping values of Chinese and US consumers

This case study compares the impact of cultural values on impulsive buying behaviours (IBBs) in two different cultures. The study considers long-term orientation (LTO) as an extended antecedent to explore the moderating role of two shopping values and self-control on IBB among Chinese and US consumers. The online survey results from 237 Chinese and 228 US consumers indicated that LTO negatively influences the IBB in both countries. As predicted, LTO was found to be a key predictor of hedonic shopping value (HSV), utilitarian shopping value (USV) and self-control in different cultural contexts. Overall, it was found that Chinese consumers have a higher level of LTO than US consumers, leading to a greater level of USV and a lower level of IBB.

Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty

The shift in consumer shopping from offline to online, and then to a hybrid of the two, combining the benefits of each to overcome the disadvantages of both. This study focuses on the dimensions of omnichannel retail quality. The emphasis is on analyzing consumer behavior in offline, online, and combined omnichannel retail channels. The rapid growth of this retail channel is due in part to the ease and security of payment, though there are still those who use the cash-on-delivery system. The methods employed include a review of the literature on omnichannel research articles, consumer surveys, and data documentation on business phenomena. SEM was used to examine the relationship between IOC, VOC, CS, and CL. The software used is Smart PLS 4. The goal of path modeling, particularly reflective models such as PLS, is to estimate the variance of endogenous constructs, as a result from their respective manifest variables. The findings of this study can be used to test OC intensity and OC shopping value in providing consumers with shopping experiences that result in customer satisfaction and loyalty. Relevant marketing implications and future research are advised.

Why do consumers leave fast fashion stores? Role of shoppers' confusion

PurposeThe study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.Design/methodology/approachA research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.FindingsThe SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.Originality/valueThe study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.Research limitations/implicationsThe study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.

Demystifying hedonic shopping motivation and consumer buying behavior during the post-global pandemic: evidence from a developing country

ABSTRACT The recent hit global pandemic brought a paradigm change in consumer buying behavior worldwide. The present study aims to investigate the influence of hedonic motivation on post-pandemic consumer behavior. Data collected from 1163 respondents from the urban population in southern India were analyzed. First, the psychometric properties of the survey instrument were checked using LISREL software of structural equation modeling (SEM), and then path analysis was done to test hypothesized relationships. For double moderation, Hayes PROCESS macros were used. The results indicate that (i) hedonic happiness and hedonic fun are positively related to hedonic shopping value (HSV), (ii) HSV is positively associated with impulsive buying tendency (IBT), (iii) pandemic cues are positively associated with compulsive buying tendency (CBT), (iv) IBT and CBT are positively associated with e-purchase, and (v) e-purchase is positively related to customer satisfaction. The results also support that (a) perceived enjoyment moderated the relationship between HSV and IBT, (b) perceived usefulness (second moderator) moderated the moderated relationship between perceived enjoyment (first moderator) and HSV in influencing IBT. The implications for marketing theory and practice are discussed.

Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value

The sustainable consumption trend is gaining popularity among Gen Z. Guided by the environmental awareness construct, Norm Activation Model, corporate social responsibility paradigm, and shopping value perspective, this study aims to assess how environmental awareness is connected to consumer evaluations of their personal consumption behavior and corporate social responsibility to help explain their sustainable apparel purchase intention, in conjunction with consumer shopping motivation. An online survey was conducted with a group of Gen Z consumers (N = 192). The results from testing the conceptual model indicated that environmental awareness was positively linked to personal norms and CSR expectations, both of which were similarly related to green purchase intentions. While hedonic and utilitarian shopping value was positively associated with CSR expectations, they were both negative predictors of green purchase intentions. This study is the first to integrate environmental ethics, personal ethics, expectations of corporate ethics, and hedonic vs. utilitarian consumption value to better understand the attitude–behavior gap in sustainable apparel purchase decision-making.

Consumers’ Attitude Toward Electric Vehicles in India : Mapping Psychological Antecedents and Consequences

Purpose : Deteriorating air quality, rising carbon footprint, and increasing fuel prices have called for India’s automobile industry to gear up for acute transformation. The current study, drawing parallel lines from SOR theory, investigated how the attitude toward EVs was affected by three psychological antecedents—utilitarian shopping value, conspicuous consumption, and lifestyle. Further, the study examined how this attitude impacted the intention of Indian consumers to purchase an EV and their ecological behavior. Design/Methodology/Approach : The study included 382 Indian consumers of EVs who constituted the sample population. A structured questionnaire was created to gather information from this sample. The SEM (structural equation modeling) approach was applied to draw conclusions from the data. Findings : The results indicated that out of three antecedents, only utilitarian shopping value had no significant relationship with attitude toward EVs. Also, the attitude was found to be positively related to purchase intention and ecological behavior. Implications : Manufacturers and marketers of EVs must include lifestyle and conspicuous aspects in their offerings. Moreover, they should work on enhancing the utilitarian value of EVs. Never should a person feel that he/she is paying more than he/she is getting. Special note for conspicuous consumers who are shedding huge resources to make a statement among peers. Originality Value : The current study was one of the prime ones to draw the impact of lifestyle, conspicuousness, and utilitarian values on attitudes toward EVs. Moreover, the current study provided a one-of-a-kind modified model of SOR theory by including unique stimuli and responses.

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

PurposeThis study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.Design/methodology/approachAn online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.FindingsUtilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.Originality/valueThe authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

The role of online interaction in user stickiness of social commerce: The shopping value perspective

Recent studies indicate that online interactions generate significant effects on consumer behavior, such as customer loyalty and satisfaction, through shopping values, while there are only very few studies devoted to user stickiness. Therefore, the purpose of this paper is to contribute to the existing literature by analyzing the effects of online interactions on user stickiness in a social commerce environment through the perspective of shopping values. This study measures online interactions through perceived ease of use, perceived usefulness and social interactivity. Shopping values are evaluated by both utilitarian and hedonic values. Then a Stimulus (S)-Organism (O)-Response (R) model that relates online interaction, shopping values and user stickiness, is constructed to derive several research hypotheses. Based on 183 valid questionnaires the results reveal that perceived ease of use and social interactivity can positively affect utilitarian shopping values and user stickiness, while perceived usefulness and social interactivity positively affect hedonic shopping values and then influence user stickiness. Hence, online interactions play a crucial role in strengthening user stickiness in social commerce. Therefore, for social commerce platforms, managers need to continue improving their perceived ease of use, perceived usefulness and social interactivity to attract and retain their users.

Increasing Satisfaction and Repurchase Intention on Contemporary Food and Beverages Through E-commerce

This study aims to analyze consumption behavior using 2 categories of consumer behavior, namely utilitarian shopping value and hedonic shopping value. Utilitarian shopping value and hedonic shopping value to increase satisfaction and repurchase intention in the contemporary food and beverage business through e-commerce. Nowadays, food and drink are not only basic needs but also a part of a lifestyle. The food industry is currently growing rapidly. According to data from the Ministry of Industry, the food and beverage industry is one of the important sectors that supports the performance of the non-oil and gas processing industry. In addition, the food and beverage industry is one of the sectors that receive development priorities according to the Making Indonesia 4.0 roadmap. Food and beverage products in great demand are various processed drinks made from coffee or tea, korean snacks, and others. These food and beverage products are also easy to obtain by purchasing online. Therefore, this condition becomes something interesting to observe, especially on consumer behavior. This research is quantitative analsys. This research using SEM PLS. The result of this study shows that hedonic shopping value, utilitarian shopping value, and satisfaction influences repurchase intention on an online contemporary foods and beverages. The biggest influence on the repurchase intention of contemporary food and beverages is hedonic shopping value. This study develops previous research, but in this study, it covers many food and beverage products. Respondents in this study were also from all over Indonesia.

The Influence of Characteristics of Mobile Live Commerce on Purchase Intention

Mobile live commerce is emerging as a new distribution channel as connectivity and information sharing become easier due to the increase in the use of SNS and mobile phones. Nevertheless, there is a lack of research in this field, and it is meaningful to look at how this new technology-based commerce leads to purchase intention in terms of the value of shopping perceived by consumers. This study aims to (1) analyze the characteristic factors of mobile live commerce, which is rapidly emerging due to brisk changes in the distribution industry in the non-contact era; and (2) verify the relationship between shopping value and purchase intention. We analyzed 283 surveys using partial least squares structural equation modeling (PLS-SM) with statistical product and service solutions (SPSS) and R-programming. We inferred that convenience, ubiquity, social presence, attractiveness, and vividness were the characteristics of mobile live commerce that had a positive effect on the pleasure value, and that social presence, attractiveness, vividness, professionalism, information quality, and compatibility had positive effects on the perceived value. The hedonic value also had a positive effect on the perceived value, and both pleasure and perceived values had strong positive effects on the purchase intention. However, the professionalism of the sources did not affect the hedonic value, and the convenience and ubiquity did not affect the perceived value.

Identifying Chinese Tourists’ Shopping Values and Their Consequences in the Context of a Duty-Free Shop: The Moderating Role of Country Image

The objective of this study is to identify the role of Chinese tourists’ shopping values in the formation of their outcome variables. This study more specifically proposes that two dimensions of shopping values, which include utilitarian and hedonic shopping values, positively affect brand prestige. In addition, it was hypothesized that brand prestige helps in regard to enhancing well-being perceptions and brand preference. It was also proposed that well-being perceptions and brand preference have a positive influence on word-of-mouth. This study also hypothesized the moderating role of country image in the proposed model. The survey responses were collected from 634 Chinese duty-free tourists. The data analysis results showed that both utilitarian and hedonic shopping values significantly affect brand prestige. Moreover, brand prestige was found to be a significant determinant of well-being perceptions, and well-being perceptions positively affect brand preference. Brand preference is a critical factor affecting word-of-mouth. Lastly, country image played a moderating role in the relationship between brand prestige and well-being perceptions and brand preference and word-of-mouth.

Pengaruh Nilai Belanja Hedonis, Nilai Utilitarian, Suasana Toko Terhadap Pembelian Impulsif Dengan Reaksi Impulsif Sebagai Variabel Intervening (Studi Pada Pengguna Miniso Bandar Lampung)

Based on field findings, it was found that 64% of consumers had no plans when going toMiniso Kartini Mall Bandar Lampung. Of the 64% of consumers, it is known that 48% ofconsumers make impulse purchases. This shows the phenomenon of impulsive buying thatoccurs at Miniso Kartini Mall Bandar Lampung. So the purpose of this study was todetermine the effect of hedonic shopping values, utilitarian values, and store atmosphere onimpulsive purchases with impulsive reactions as intervening variables in Miniso BandarLampung users. This research is a quantitative research. With this type of explanatory surveyresearch, the sampling technique was accidental sampling, as many as 73 visitors wereencountered during the study. As a measuring tool, 100 questionnaire items were used withLikert scale measurements and analyzed using Path Analysis. The results of the study show
 that the value of hedonic shopping has a direct effect on impulsive purchases. Utilitarianvalues directly influence impulse buying. Store atmosphere has a direct effect on impulsepurchases. The value of hedonic shopping has a direct effect on impulse purchases.Utilitarian values directly influence impulsive reactions. Store atmosphere has a direct effecton impulsive reactions. Impulsive reactions directly affect impulse purchases. The value ofhedonic shopping directly influences impulsive purchases through impulsive reactions.Utilitarian values have an indirect effect on impulsive purchases through impulsive reactions.Store atmosphere has an indirect effect on impulsive purchases through impulsive reactions.Hedonic shopping values, utilitarian values and store atmosphere together influenceimpulsive purchases through impulsive reactions as intervening variables

Online Shopping Cart Abandonment, A Worth Discussing Digitalization Phenomenon in Pakistani Cultural Context.

The purpose of this study is to find out such factors that influence shopping cart abandonment as it is comparatively new phenomena to search. Online shopping cart abandonment (OSCA) is basically regarding not implementation of consumer purchasing decision. Different variables from past researches are taken under consideration to check the relationship with OSCA. This review paper gives insights to authenticate the relationship by applying qualitative, quantitative or mix method research specifically in culture of Pakistan. According to the investigation of previous papers there are inconsistent results between perceived risk and OSCA sometimes positive and sometimes negative. Emotional ambivalence and hesitation at checkout have also positive relationship. Emotional ambivalence, entertainment shopping value, hesitation at checkout is positively corelated with OSCA. The mediation of hesitation at checkout between emotional ambivalence and OSCA reduces the impact. Design has negative relationship with OSCA. While examining the given framework results the managers of Pakistani Industry might be able to lessen the OSCA behaviour among customers. And take betterment in reducing OSCA to improve Pakistani economy by increasing sales and profits.

Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement

ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.

VTON-SCFA: A Virtual Try-On Network Based on the Semantic Constraints and Flow Alignment

An image-based virtual try-on system transfers an in-shop garment to the corresponding garment region of a reference person, which has huge application potential and commercial value in online clothing shopping. Existing methods have difficulty preserving garment texture and body details because of rough garment alignment and imperfect detail-retention strategies. To address this problem, we propose a virtual try-on network based on semantic constraints and flow alignment. The key idea of the framework is as follows: 1) a global-local semantic predictor (GLSP) is proposed to generate a reasonable target semantic map, which clearly guides the correct alignment of the in-shop garment with the body and the generation of try-on result; and 2) a novel appearance flow-based garment alignment network (AFGAN) is proposed to align the in-shop garment with the body, which is important to preserve maximum garment detail and ensure natural and realistic warping; and 3) we propose a synthesis strategy to integrate the aligned garment and the human body to preserve maximum body detail for generating a realistic result and preventing cross-occlusion and pixel confusion between different body parts. Experiments on the existing benchmark dataset demonstrate that the proposed method achieves the best performance on qualitative and quantitative experiments among the state-of-the-art virtual try-on techniques.

The Influence of Sales Promotion and Hedonic Shopping Value Towards Impulse Buying

This research aims to determine The Influence of Sales Promotion and Hedonic Shopping Value on Impulse Buying (A Study on Social Commerce TikTok Shop Livestream Shopping in the Fashion Industry on Java Island). This research adopts an explanatory research design employing quantitative methodology. Non-probability sampling with a purposive sampling technique was utilized, involving a total of 175 respondents. The study's participants consist of millennials and Generation Z individuals, aged 18 or older, who have previously shopped at TikTok Shop Live Streams in the fashion industry and are residents of Java Island. The measurement of questionnaire item values uses a Likert scale with scores ranging from 1 to 5. This research utilizes Statistical Package for the Social Sciences 26 (SPSS) for validity testing, reliability testing, classical assumption testing, and hypothesis testing. Data analysis is conducted using multiple linear regression analysis. The research results indicate that (1) the sales promotion variable has a positive and significant influence on impulse buying, and (2) the hedonic shopping value variable has a positive and significant influence on impulse buying. Abstrak Penelitian ini bertujuan untuk mengetahui Pengaruh Sales Promotion Dan Hedonic Shopping Value Terhadap Impulse Buying (Studi Pada Social Commerce Tiktok Shop Livestream Shopping Pada Industri Pakaian di Pulau Jawa). Penelitian ini menggunakan jenis penelitian eksplanatori dengan metode kuantitatif. Teknik sampling yang digunakan adalah non-probability sampling dengan metode purposive kepada 175 responden. Karakteristik dari responden penelitian merupakan generasi milenial dan generasi z dengan usia minimal 18 tahun yang mengetahui, pernah berbelanja di TikTok Shop Live Stream pada industri pakaian minimal 1x sebelumnya, dan tinggal di Pulau Jawa. Pengukuran nilai item pertanyaan dalam kuesioner menggunakan skala likert dengan skor 1-5. Penelitian ini menggunakan Statistical Package for the Social Sciences 26 (SPSS) untuk melakukan uji validitas, uji reliabilitas, uji asumsi klasik, dan uji hipotesis. Teknik analisis data menggunakan uji regresi linear berganda. Hasil penelitian menunjukkan bahwa (1) variabel sales promotion berpengaruh positif dan signifikan terhadap impulse buying dan (2) variabel hedonic shopping value berpengaruh positif dan signifikan terhadap impulse buying.

Determinants of impulsive buying among Hindu women: The impact of CRM in the retail industry

Bali's culture is synonymous with its inhabitants' practice of celebrating religious holidays. Hindu women in Bali often purchase ritual equipment. This research aims to identify the determinants of impulsive buying among Hindu women in the retail industry, as well as the impact of Customer Relationship Management (CRM) on managing this behavior. The research method used is quantitative, with a sample size of 250 respondents analyzed using Smart PLS. The results show that the hedonic shopping value has a favorable and substantial influence on impulsive purchasing, as does the desire to buy impulsively. Self-control has the potential to adversely moderate the effect of the desire to acquire on impulsive purchasing. Hedonic shopping value is important to consider, thus marketing programs should accommodate the hedonic shopping value that Hindu women in Bali seek when shopping for Galungan (yadnya) preparations.

The Effect of Consumers' Technological Readiness on Perceived Shopping Value and Word-of-Mouth in Fashion AR Store

The purpose of this study is to investigate the effects of consumers’ technological readiness on perceived shopping value and word-of-mouth intention for fashion augmented reality (AR) stores. After female consumers aged 20-40 watched a video of a consumer trying on clothes virtually through a smart mirror in a fashion store, they responded to the questionnaire previously conducted for the present analysis. Finally, data stemming from a total of 322 respondents were used for analysis. Partial Least Squares (PLS) analysis was performed using SmartPLS 3.0, leading to the following results. First, optimism and innovativeness were both found to have a significant effect on hedonic and utilitarian shopping values as well. Second, discomfort and insecurity only affected the utilitarian shopping. Third, the analysis concluded that only hedonic value had a significant effect on word-of-mouth intention in fashion augmented reality stores. In other words, it was revealed that hedonic shopping value perceived by consumers in a fashion store, where augmented reality was applied, had a significant effect on word-of-mouth intention.

Post-pandemic revisit intentions: how shopping value and visit frequency matters

PurposeThis paper examines the effect of shopping value (utilitarian, hedonic and social) on shopping satisfaction and store revisit intention in the post-pandemic phase. Additionally, the authors investigate how shoppers’ COVID-responsible behaviour and visit frequency are contingent on their shopping value evaluations.Design/methodology/approachData were collected (n = 527) using the store intercept method during March 2022 (a recovery phase from the third wave of COVID-19 in India). The authors adopted structural equation modelling to test the proposed model.FindingsShopping values significantly impacted shopping satisfaction and store revisit intentions. The effects of utilitarian and hedonic value on satisfaction were stronger for frequent shoppers than infrequent shoppers. While utilitarian value contributes to stronger satisfaction of COVID-responsible shoppers, COVID-non-responsible shoppers are better satisfied with social value. The impact of hedonic and social value on satisfaction has reduced significantly from the pre- to post-pandemic phase.Practical implicationsPractising managers should recognise that positive shopping value evaluations are important for generating satisfaction. Notably, the utilitarian value becomes more important in times of environmental exigencies. The study provides insights to devise strategies to attract and retain frequent shoppers who are major contributors to the store’s profit.Originality/valueThis study is one of the few studies which focuses on in-store shopping and consumers’ shopping value evaluations in a COVID-19 recovery phase. This study is one of the first that compares the post-pandemic shopping value judgement to a pre-pandemic phase. The authors provide valuable insights into store revisit intentions of shoppers who behave responsibly in a challenging environment.