Shopping Value Research Articles

Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.

Channel-switching behaviour and customer deviance

PurposeUnacceptable behaviour in retailing – negative customer deviance (NCD) is rising, damaging retailers financially. Current research investigates forms of NCD by addressing its impact on employees but overlooks its effects on bystander-customers and their retail channel preferences. As channel switching within retailing is increasing unprecedentedly, this research investigates its correspondence with NCD encounters.Design/methodology/approachThis research uses structural equation modelling, based on data collection administered through a web-based survey of 1,008 customers of at least 16 years of age, to analyse the research model.FindingsThe findings reveal unexplored forms of NCD perceived by bystander-customers in retailing and their consequences, linking it to bystander-customers' ill-being, dissatisfaction with the shopping experience, a decrease in store commitment and an increase in their retail channel-switching intentions. Additionally, the research uncovers moderating variables.Practical implicationsThis research tests NCD dimensions and effects on bystander-customers, which indicate the need for retailers to address shopping values, attitudes and commitment through corrective, proactive and long-term strategic actions.Originality/valueAs one of the first studies to investigate the impact of NCD on bystander-customers' intentions to switch from store-based to online shopping, strategies for retailers are developed to help diminish and control NCD-induced threats to bystander-customers.

How perceived value of augmented reality shopping drives psychological ownership

PurposeThis study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.Design/methodology/approachAn online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.FindingsFunctional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.Practical implicationsThe findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.Originality/valueThis research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

How different religiosity facets affect materialism, hedonistic shopping values, and compulsive buying: Toward mediation‐moderation effects

AbstractThis study offers interdisciplinary theoretical discussion connecting consumer behavior, values, self‐regulation, self‐determination, and religiosity concepts, and develops a conceptual model of the effects of consumer religiosity on compulsive buying. Complex sequential mediational mechanisms are investigated, involving the effects of unique religiosity facets on compulsive buying through materialistic values and hedonistic shopping values. Results show that intrinsic religiosity is negatively related with materialistic and hedonistic shopping values and compulsive buying, while the social extrinsic religiosity and personal extrinsic religiosity are positively related with these consumer values and the resulting compulsive buying. Compared with prior research, this study examines the three religiosity facets separately. This work also identifies the moderating role of gender, with all facets of religiosity exhibiting stronger relationships for women as compared with men. Theoretical and practical implications for consumers, policy makers, and marketers focus on the importance of maintenance of intrinsic religiosity orientation in personal life.

Exploring the customer perceived value of online grocery shopping: a cross-sectional study of Korean and Chinese consumers using Means-End Chain theory

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers’ online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process’s implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers’ value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.

The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce

This research aims to examine factors affecting consumers’ shopping value in the online environment, which, in turn, lead to customer satisfaction and repurchase intention based on an integrated model of the cognition-affect-behavior model and personal shopping value. An online questionnaire was administered to 202 consumers of e-commerce purchases in Vietnam. Partial least square structural equation modelling (PLS-SEM) was utilized for data analysis. Results show that system quality and perceived price fairness positively affect hedonic shopping value, while information quality and service quality positively affect utilitarian shopping value. These shopping values collectively nurture customer satisfaction, resulting in repurchase intention. This study contributes to the literature on online consumer behavior by examining both the antecedents and outcomes of consumer shopping values in e-commerce. The findings can help e-commerce enterprises optimize marketing strategies to improve consumer shopping experiences and repurchase intention.

Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan

This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.

Shopping value and mall attributes: Generational and gender differences among Russian customers

The transition of the malls market to the maturity stage transforms consumer behaviour and requires a revision of traditional approaches to customer segmentation. The study aims to examine the purchasing behaviour of Russian consumers when doing mall shopping, their attitudes to the shopping value and the mall attributes based on generational and gender differences in order to justify the approach to customer segmentation at the market maturity stage. The research methodology is based on the theory of generations and customer value theory. Frequency, factor, regression, variance and cluster analyses were used as data processing methods. The evidence base includes the online survey data of 531 customers held in December 2023 – January 2024. The findings show that the fact of customers belonging to the generational cohort has a statistically significant impact on their behaviour and attitude to the mall attributes. The gender difference only partially explains consumer shopping behaviour. Generational cohorts and gender are important in relation to the hedonistic shopping value: the reaction of young and female shoppers was found to be statistically significant. The study reveals no correlation between consumer behaviour and the income level. Cluster analysis proves that psychographic variables, namely the attitude to the shopping value and the importance of mall attributes, are the basis for customer segmentation. Demographic segmentation factors are of a secondary nature in the context of the malls market transitioning to the maturity stage. It is the psychographic factors that come to the fore, i.e., the utilitarian and hedonistic shopping values, as well as the importance of hygienic and experienced attributes of shopping malls.

Dampak Hedonic Shopping Value dan Shopping Lifestyle pada Keputusan Pembelian Impulsif Pelanggan Shopee di Sidoarjo

Online shopping has become a rapidly growing trend among the Indonesian people. Shopee, as one of the popular online shopping platforms, was chosen as the focus of this research to analyze impulsive buying decisions. This study aims to investigate the influence of Hedonic Shopping Value and Shopping Lifestyle on the impulsive buying decisions of Shopee customers in Sidoarjo. This research uses a quantitative method, with data collection through questionnaires distributed to Shopee consumers in Sidoarjo and obtaining a sample of 75 respondents. The sampling technique used is nonprobability sampling. The data obtained were analyzed using Partial Least Square (PLS) with the help of the SmartPLS 4.0 application. The results show that Hedonic Shopping Value and Shopping Lifestyle have a significant influence on impulsive buying decisions.

Relationship between the Characteristics of e-Commerce Live Streaming and Purchase Intentions: Moderating Effect of Hedonistic Shopping Value

E-commerce live streaming has experienced a significant and rapid increase in recent years, establishing itself as a vital catalyst for the growth of the e-commerce business. This research delves into the influence of e-commerce live streaming attributes, namely, authenticity, interactivity, and entertainment, on consumers' purchase intentions. It is based on the Stimulus‒Organism‒Response (SOR) theory and focuses on customer flow experience and hedonic shopping value. To evaluate the study model, the authors gathered survey data from 360 live streaming e-commerce customers and used structural equation modeling. The results indicate that client purchase intentions in e-commerce live streaming are positively influenced by authenticity, interactivity, and entertainment. Authenticity, entertainment, and interaction all contribute to enhancing consumers' flow experience in e-commerce live streaming, with interactivity being the most influential factor. The phenomenon of flow experience has a beneficial impact on the purchasing intentions of clients engaged in e-commerce live streaming. The flow experience serves as an intermediary between the characteristics of e-commerce live streaming and consumers' intentions to make purchases. Hedonic shopping value affects the relationship between the flow experience and the customer's intention to make a purchase. Put simply, when customers have a strong perception of the pleasure they derive from shopping, their intention to make purchases becomes more profound when they are influenced by the state of flow. This study not only contributes to the body of knowledge regarding the correlation between the attributes of e-commerce live streaming and consumer receptiveness, but it also provides businesses and platforms that utilize e-commerce live streaming with actionable recommendations. By improving the content design of live streaming features in e-commerce, customer engagement and immersion are significantly enhanced, establishing a foundation for increasing consumer purchase intention. Doi: 10.28991/ESJ-2024-08-03-018 Full Text: PDF

Psychological factors leveraging success to SMEs in Indian green automobile industry

The current work draws comparisons with stimulus–organism–response (SOR) theory and provides a pertinent levering comprehension for small and medium enterprises (SMEs) in the Indian automobile industry, by investigating consumers’ attitude towards electric vehicles (EVs) offered by them. Four factors, (1) ostentatious (conspicuous) consumption, (2) ecological behaviour, (3) utilitarian shopping values and (4) lifestyle, have been accounted for, in this regard. Additionally, the study looks at how this mindset affects Indian customers’ intentions to consistently use EVs (offered by SMEs). A sample of 382 Indian owners of EVs provided information via a standardized questionnaire. To make conclusions from the obtained data, the structural equation modelling (SEM) approach was applied. According to the findings, only utilitarian shopping value – one of the four antecedents – has no discernible correlation with attitudes towards EVs that Indian SMEs sell. Also, the study provides evidence that attitude positively relates with continuous intention to use EVs.

Investigating the Impact of Influencer’s Marketing on Online Impulsive Buying Behavior with the Mediating Role of E-WOM, Fanaticism and Value Shopping

The purpose of this paper is to investigate the impact of influencer marketing with the mediation of E-WOM, Fanaticism and value shopping in Pakistan's Apparels industry. In the ongoing survey, assemblies created from current create hypotheses, adopt frameworks for organizing data, generate hypotheses, and do out experiments to support the suggested theory. The primary unit of study used to examine these variables is the garment industry. In addition to being quantitative, our study takes a deductive approach. We use a convenient sampling method for collecting the data. The survey suggests that website information, organization, and structure quality create impact online impulsive buying. Thusly, we add online purchase by examining effect of two components of effect comprehensively: instructive impact and social power. We use PLS-SEM and SPSS to examine the findings of available data which is useable for testing hypothesis as well. This study contributes by creating excitement for buyer to Lead considering everything noticeably the factors that convince them to moreover do. The Online shopping environment combines more hasty purchasing than previously. The models in online inspiration buying assessment and find the fundamental evaluation streams that require further researchers to sort out the brand name in phenomenal significance. This review will help the expert with most testing and steady issues in electronic inspiration buying conduct focusing in on the Attire business. According to the viewpoint of promoting, the ongoing highlight Instagram's forces advertise as a successful marking system. This investigation is giving significant information to the sponsors of Pakistan’s clothing industry in understanding buyers' necessities more significant to add to the advancement of their business. Only Pakistan is utilizing this particular design and set of variables.

What drives loyalty in small apparel retailers?

AbstractThis study explores the characteristics of customers who are likely to demonstrate loyalty toward small apparel retailers, specifically focusing on the connection between hedonic shopping values and loyalty. A quantitative research approach was used, employing a questionnaire survey to collect data. Participant criteria were: (1) US residency, (2) 18 years or older, and (3) apparel shoppers. Attitudinal loyalty toward small apparel retailers acts as a mediator between the influence of all six hedonic shopping values and behavioral loyalty toward small apparel retailers. Trust positively moderates the impact of attitudinal loyalty on behavioral loyalty toward small apparel retailers.

The Influence of Organic Food Purchase Intention on Household Food Waste: Insights from Brazil

An emerging trend among consumers is the pursuit of healthier eating habits while minimizing environmental damage, thus increasing the intention for consumption of organic foods. In this context, this study hypothesizes that household food waste is influenced by organic food purchase intention, which, in turn, is influenced by environmental concern, health consciousness, hedonic shopping, and negatively affected by price. Hence, the objective of this study is to propose and empirically test a theoretical framework with Brazilian consumers. Data from 240 respondents were electronically collected and analyzed through structural equation modeling. The results suggest that environmental concern, price consciousness, and health consciousness significantly influence organic food purchase intention, while hedonic shopping value does not. Furthermore, although organic food purchase intention reduced household food waste, the effect size of this relationship was found to be extremely low, suggesting it to be a poor predictor. This paper contributes to the existing literature on consumer behavior and waste management further by not only examining the relationship between two research streams but also by shedding light on unique aspects of an emerging country.

Utilitarian Shopping Value and Hedonic Shopping Value Influencing Repurchase Intention Mediated by Satisfaction

This research aims to explain and analyze the factors that influence Repurchase Intention in e-commerce in 5 big cities in Indonesia. This research is also intended to explain the Satisfaction variable that can mediate Utilitarian Shopping Value and Hedonic Shopping Value on repurchase intention. The subjects of this research are Indonesian consumers who shop online for fashion products in 5 cities, which are the cities with main source of ecommerce visitors. In this research, the Likert Scale was used as a research instrument measurement scale to determine the opinions of consumers in 5 city in Indonesia regarding the following three factors: (1) hedonic shopping value is necessary for e commerce in order to encourage users to make a repeat purchase/repurchase intent; (2) Utillitarian shopping value has a positive and significant effect on Repurchase intention; (3) Satisfactory shopping value perceived adventure journey in shopping, for example, to get value added in getting promos or discounts there can lead users to repeat purchases; and (4) Utilian shopping value can increase satisfaction; (5) satisfaction mediates the relationship between the two variables; (6) satisfaction is still able to have a significant influence on the motivation shopping value (Utiliarian and hedonitic) on epurchase intention, even though the nature of the satisfaction variable is partial mediation.

Understanding Voice Shopping Value Co-Creation: A Sem-Fsqca Method

ABSTRACT Despite a large number of retailers have embraced the voice shopping channels, the factors that determine consumers' voice shopping value co-creation intentions are still unclear. This study explores the impacts of two social cognition dimensions (competence and warmth) on voice shopping value co-creation intention from the perspectives of confidence in consumers themselves and in AI. Based on the social exchange theory and stimulus—organism—response, a research model was developed and empirically examined by data collected from 363 students at a university in China. The results of structural equation modeling (SEM) analysis indicate that perceived competence and perceived warmth positively affect confidence in consumers themselves and in AI and consequently determine voice shopping value co-creation intention. In addition, the impacts of confidence in consumers themselves and in AI on voice shopping value co-creation intention varies. The results of the fuzzy set qualitative comparative analysis (fsQCA) method further validate these findings.

Drives of in-store revenge consumption in the post-pandemic: A study in China

This paper aims to develop a revenge consumption model based on psychological needs according to self-determination theory and retail therapy. The moderation of therapeutic shopping value was also investigated. The study was conducted through an online survey, which was sent to a panel data in China and analyzed by Structural Equation Modeling with 916 responses. The results show that five psychological needs (competence, autonomy, relatedness, arousal, and materialism) are predictors of in-store revenge consumption, driving life satisfaction. Finally, therapeutic shopping value moderates the effect of psychological needs on revenge consumption. Recommendations were given to managers to develop strategies to leverage in-store revenge consumption in the post-pandemic.

Business strategic insight: understanding the impact of perceived value and impulsiveness on consumer response in global mobile shopping

PurposeThis study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.Design/methodology/approachThis study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.FindingsThe empirical finding revealed that rewards, recognition, reviews and ratings are the most influential factors driving perceived value. In addition, the results indicated that customized offerings and visually appealing experiences were the most critical factors affecting the state of impulsiveness. This study also highlights the negative impact of the ubiquitous nature of MS on impulse buying behavior, emphasizing the importance of providing consumers with tools to make informed decisions. This study demonstrates a significant positive relationship between perceived value and impulsiveness, influencing MS.Practical implicationsThis study reveals generational differences in the impact of reviews and ratings on perceived value, which can inform businesses’ MS strategies. The results have implications for managers of international firms seeking to optimize their business strategies.Originality/valueTo the best of the authors’ knowledge, using structural equation modeling, this study is the first to conduct a comprehensive examination of marketing stimuli, impulsiveness and perceived value in MS platforms. It offers businesses strategic insights by identifying rewards, recognition and customized offerings as the key determinants of consumer behavior.

Impulse Buying Intentions of Gen Z’s Consumers from Hedonic Shopping Perspective for Apparels

Purpose: The purpose of the study is to explain the paths that lead to impulse buying intentions of Gen z’s consumer behaviour for apparels by hedonic shopping perspective. Design/Methodology/Approach: Data were collected using a structured questionnaire from a sample of 257 consumers from north India aged 15 to 27 by using the simple random sampling. For testing the research hypotheses, regression analysis was employed using SPSS. Findings: The results of the study reveal that all the five variables of hedonic shopping value is positive associated with Impulsive buying intentions of Gen z’s for apparels. Research Limitations/Implications: The study assumes immense significance because it presents the insights regarding the behaviour of eastern Uttar Pradesh consumers and would be informative for consumer behaviour researchers, retailers and marketers. The study neglects demographic and socio-psychological factors which are the major factor that affects consumer’s purchase behavior. Originality/Value: This research adds to the understanding of association between hedonic shopping and impulse purchase. In this regard, the study's findings of the study would contribute to scant empirical works of impulse buying behaviour of apparel purchasers which help marketers to improve their business strategy.

Exploring Consumer Citizenship Behavior by Personification of E-Commerce Virtual Anchors Based on Shopping Value

Exploring Consumer Citizenship Behavior by Personification of E-Commerce Virtual Anchors Based on Shopping Value