A self-congruence and impulse buying effect on user’s shopping behaviour over social networking sites: an empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaifali Chauhan ◽  
Richa Banerjee ◽  
Chinmay Chakraborty ◽  
Mohit Mittal ◽  
Atul Shiva ◽  
...  
Keyword(s):  
Empirical Study ◽  
Consumer Satisfaction ◽  
Mediating Effect ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Content Type ◽  
Hedonic Value ◽  
Indian Context ◽  
Shopping Behaviour ◽  
Fashion Apparel

Purpose This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence. Design/methodology/approach The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses. Findings The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs. Research limitations/implications The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry. Practical implications The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry. Originality/value This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alshaimaa Bahgat Alanadoly ◽  
Suha Fouad Salem
Keyword(s):  
Willingness To Pay ◽  
Product Design ◽  
Consumer Satisfaction ◽  
Willingness To Accept ◽  
Fashion Industry ◽  
Content Type ◽  
Self Identity ◽  
Fashion Products ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour. Design/methodology/approach Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software. Findings The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image. Practical implications This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market. Originality/value Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

scholarly journals Hedonism and Culture: Impact on Shopping Behaviour A Research Agenda

2007 ◽  
Vol 32 (3) ◽  
pp. 81-90 ◽  
Author(s):  
Subhashini Kaul
Keyword(s):  
Cultural Context ◽  
Research Agenda ◽  
Cultural Influences ◽  
Holistic View ◽  
Hedonic Value ◽  
Indian Context ◽  
Shopping Behaviour ◽  
Shopping Experience ◽  
Key Dimensions ◽  
The Way

Increasingly consumer shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The holistic view requires a retailer to focus on the shopper experience with the store. Thus the retailer focus is not on the store itself but what the store means to the shoppers. This implies that a retailer needs to understand the ‘way in which’ different shoppers perceive the same store. This paper refers to three key dimensions that influence the ‘way in which’ consumers look at a retail store: Shopping environment Socio-cultural context Individual roles, motivations, and behaviour. These dimensions take into account not just the differences between shoppers in terms of their individual motivations, but also try to model the variations caused in shoppers due to cultural influences. One key theme of this paper is the variation caused in the perceived hedonic value of shoppers. Hedonic value refers to the ‘sense of pleasure’ associated with shopping. In the Indian context especially, several retailers have referred to cultural differences and the resultant differences in shopper hedonic orientations. However, there are a few existing frameworks available that enable assessing the association between hedonism and culture in the Indian shopping behavioural context. This paper provides a theoretical framework and a robust research agenda that will help researchers and retailers alike address this need.

Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wooyong Jo ◽  
Jikyung (Jeanne) Kim ◽  
Jeonghye Choi
Keyword(s):  
Future Research ◽  
Fashion Industry ◽  
Content Type ◽  
Multichannel Marketing ◽  
Firm Profitability ◽  
Regression Framework ◽  
Fashion Apparel ◽  
Flexible Segment ◽  
Practical Implications

PurposeThis study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility).Design/methodology/approachWe surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables.FindingsThe analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility.Research limitations/implicationsWe focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability.Practical implicationsOur research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers.Originality/valueOur study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.

Moderating effect of hedonism on store environment-impulse buying nexus

2020 ◽  
Vol 48 (5) ◽  
pp. 465-483
Author(s):  
Hammad Bin Azam Hashmi ◽  
Chengli Shu ◽  
Syed Waqar Haider
Keyword(s):  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Content Type ◽  
Shopping Enjoyment ◽  
Impulse Purchase ◽  
Store Environment ◽  
Hedonic Shopping ◽  
The Relationship

PurposeAlthough the store environment-impulse buying nexus is well documented, the influence of consumer motivations on this nexus is still underexplored. Consequently, this paper aims at explaining the mediating effect of emotional states and the moderating effect of hedonic shopping motives on the relationship between store atmospherics and impulse buying behavior.Design/methodology/approachPrimary data from 437 customers were generated through a questionnaire developed for this study. Respondents were accessed using mall-intercept technique. Structural equation modeling (SEM) was done to empirically estimate the model.FindingsResults indicate that pleasure and shopping enjoyment mediate the effect of store atmospherics on the impulse purchase behavior. The findings also show that hedonic shopping motives moderate the relationship between the store atmospherics and impulse purchase.Originality/valueThis study contributes by introducing the moderating role played by the hedonic shopping motives on the relationship between store atmospherics and impulse purchase. In addition, it introduces that shopping enjoyment and pleasure mediate the effect of perceived store atmospherics on impulse purchase.

The effect of knowledge management on perceived software process improvement

2019 ◽  
Vol 49 (4) ◽  
pp. 546-567 ◽  
Author(s):  
Mitali Chugh ◽  
Nitin Chanderwal ◽  
Amar Kumar Mishra ◽  
Devendra Kumar Punia
Keyword(s):  
Knowledge Management ◽  
Empirical Study ◽  
Process Improvement ◽  
Software Process ◽  
Software Process Improvement ◽  
Mediating Effect ◽  
Equation Modeling ◽  
National Capital Region ◽  
Content Type ◽  
The Relationship

Purpose This study aims to present insights on the relationship between perceived software process improvement (PSPI) and information technology (IT)-enabled knowledge management (KM). Moreover, the study provides an understanding of the mediating effect of critical success factors (CSFs) for effective IT-enabled KM on the previously mentioned relationship. Design/methodology/approach The respondents in the study involved employees in the software engineering (SE) organizations in national capital region in India. The structured equation modeling technique carried out through IBM.SPSS.Amos.v21-EQUiNOX was used to develop and evaluate the proposed framework. The proposed hypothesis testing has been carried out by path analysis using SPSS process macro. Findings The findings of the empirical study reveal that a significant relationship exists between the variables under investigation. Moreover, it was observed that CSFs act as a mediator between PSPI and IT-enabled KM. The identified factors are associated with various aspects as managerial, infrastructure, financial, systems and processes for IT-enabled KM. IT acts as a moderator between KM and PSPI and facilitate the various phases of KM as knowledge creation, storage and retrieval, sharing and application of knowledge. Practical implications The present study introduces a framework for identifying and applying the CSFs that influence the KM initiatives for PSPI in an SE organization. The practitioners can use the CSFs for assessing the performance (strengths and weaknesses) in process of software development and KM practices. Researchers can use the resultant framework proposed in the empirical study for PSPI, IT-enabled KM, and in academia, the framework supports to organize the study of IT-enabled KM for PSPI. Originality/value The general comprehension of the relationship between IT-enabled KM and PSPI for Indian SE organizations is scarce in the literature. Following, the analysis expands the earlier research by exploring the mediating role of the CSFs and the moderating effect of IT for KM and PSPI relationship.

The mediating effect of mood on in-store behaviour among Muslim shoppers

2014 ◽  
Vol 5 (2) ◽  
pp. 178-197 ◽  
Author(s):  
Syuhaily Osman ◽  
Fon Sim Ong ◽  
Md Nor Othman ◽  
Kok Wei Khong
Keyword(s):  
Structural Equation ◽  
Age Groups ◽  
Positive Influence ◽  
Mediating Effect ◽  
Quantitative Methodology ◽  
Way Of Life ◽  
Content Type ◽  
Shopping Behaviour ◽  
Country Specific ◽  
Two Age Groups

Purpose – The purpose of this paper is to examine the influence of atmospherics on in-store behaviour among Malay Muslim shoppers in Malaysia. The effect of age on shopping behaviour is tested using two age groups: 18-25 years and 50 years or older. Design/methodology/approach – Quantitative methodology was employed, using structural equation modelling for testing the hypotheses developed. Purposive sampling was applied. Findings – Results of the present study show that positive perceptions of atmospherics exerted a positive influence on mood, which, in turn, affected in-store behaviour. Based on stimulus–organism–response theory, Muslim shoppers who were positive about the atmospherics tend to spend more time and money, and they exhibited intention to patronize the store again. Originality/value – Although past studies suggest that Muslim consumers are different due to their Islamic way of life, guided by the Islamic principles, by controlling for country-specific influences such as socio-economic factors, the results of this study provide support that modern marketing concepts are as relevant for the Muslim market as they are relevant for other market segments. Using the Mehrabian–Russell framework, Malay Muslims are found to be influenced by store atmospherics which, in turn, affect their in-store shopping behaviour. When comparing younger and older Muslims, results show no evidence of significant differences between these two age groups.

Determinants of the intention of smartphone usage by mobile internet users for m-services

2018 ◽  
Vol 56 (11) ◽  
pp. 2291-2307 ◽  
Author(s):  
Moez Ltifi
Keyword(s):  
Perceived Value ◽  
Mobile Internet ◽  
Mediating Effect ◽  
Mobile Users ◽  
Intention To Use ◽  
Content Type ◽  
Mediating Role ◽  
Hedonic Value ◽  
Internet Users

Purpose This study is exploratory in nature. The purpose of this paper is to examine the intention to use smartphones by mobile users for m-services in a growing market. In fact, it empirically studies the influence of ubiquity and immersion in the virtual context on the perceived value (utilitarian and hedonic) of the mobile user’s experience. Moreover, it is an academic embarkation upon the examination of the effect of perceived value on the intension of using smartphones by mobile users for the m-services. Finally, it tests the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services. Design/methodology/approach The data are collected from a sample of 300 Tunisian students and analyzed using the structural equation modeling technique. Findings The results show that ubiquity and immersion positively influence the value perceived by mobile internet users. They also confirm that the perceived (utilitarian and hedonic) value positively affects the intensity of smartphone usage by mobile internet users for m-services and show the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services. Practical implications Companies in place focus on the importance of smartphone shopping by communicating about the comparative advantages of this type of purchase to make this option a possible choice in the future. The immersive dimension in the virtual context of commerce can be exploited as a factor of differentiation, at a time when commercial trafficking is intensifying; for example, immersive merchant sites, to enrich their particular utilitarian value with an equally hedonic value. The hedonic and utilitarian dimensions of the perceived value constitute a mediator and an important lever for the distributors within the framework of the m-commerce. Due to a genuine consideration of the availability and the possibility to carry out the service at any time and any place in view of the fact that it is perceived as being useful and compatible with the needs and way of life of the individuals’ intention, the use of smartphones for the m-served is explained by the lived values which are in turn explained by the ubiquity. Originality/value Despite the massive adoption of information and communication technology, especially the internet, in distribution and service delivery, very little research has focused on the intensity of use of smartphones by mobile internet users for m-services. This exploratory study is the first to test the effect of ubiquity and immersion in the virtual context on the perceived (utilitarian and hedonic) value of the mobile internet users’ experience as well as the effect of the perceived value on the intensity of use of smartphones by mobile internet users for m-services in the Tunisian context. Moreover, it puts under scrutiny the mediating effect of the perceived value in the determination of the intention to use smartphones by mobile users for the m-services in the Tunisian context.

scholarly journals Impulse buying behaviour: an online-offline comparative and the impact of social media

2018 ◽  
Vol 22 (1) ◽  
pp. 42-62 ◽  
Author(s):  
Laura Aragoncillo ◽  
Carlos Orus
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Delayed Gratification ◽  
Content Type ◽  
Online Retailers ◽  
Buying Behaviour ◽  
Offline Channels ◽  
The Impact

Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying. Design/methodology/approach As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying. Research limitations/implications Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour. Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact. Originality/value This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

The impact of customer resources on customer value in co-creation: the multiple mediating effects

2020 ◽  
Vol 3 (1) ◽  
pp. 33-56 ◽  
Author(s):  
Meng Xiao ◽  
Qinhai Ma ◽  
Man Li
Keyword(s):  
Customer Value ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Customer Participation ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Content Type ◽  
Hedonic Value ◽  
The Relationship ◽  
Reactive Interaction

Purpose Co-creating value with customers is important for companies in order to gain a competitive advantage. Based on resource theory and social interaction theory, the purpose of this paper is to explore the customer participation mechanism in co-creating value and test the effects of different types of customer resources and multi-level customer–firm interaction on customer value. Design/methodology/approach Data were collected from tourism industry. Hypotheses were tested using structural equation modeling. Findings The results indicate that both the customer’s human resource and relationship resource have a significantly positive effect on customers’ utilitarian value and hedonic value through reactive and proactive interactions. Reactive interaction has a full mediating effect on the relationship between relationship resource and proactive interaction, whereas proactive interaction has a full mediating effect on the relationship between reactive interaction and hedonic value. Originality/value This study explores the mediating effects of customer–firm interaction between customer resources and customer value. This paper contributes to the understanding of customers’ motivations for, and the processes of, participating in value co-creation.

Readiness factors for information technology adoption in SMEs: testing an exploratory model in an Indian context

2019 ◽  
Vol 13 (4) ◽  
pp. 694-718 ◽  
Author(s):  
Jessy Nair ◽  
Aarthy Chellasamy ◽  
B.N. Balaji Singh
Keyword(s):  
Empirical Study ◽  
Mixed Method ◽  
Mixed Method Research ◽  
Exploratory Research ◽  
It Adoption ◽  
It Infrastructure ◽  
Content Type ◽  
It Implementation ◽  
Indian Context

Purpose Extant literature regarding factors essential for successful information technologies (IT) implementation in small and medium enterprises (SMEs) does not significantly address readiness factors for IT implementation in an Indian context. This exploratory research develops and tests a framework to analyse the antecedents to organisational preparedness for adoption of IT infrastructure in SMEs. Design/methodology/approach This exploratory research adopts a mixed-method approach to test the technology, organization and environment (TOE) framework. In-depth interviews with SME owners are conducted to develop the case study, and the measures obtained are tested through a survey at a small and medium business industrial cluster in Southern India in SMEs. Findings The case study indicates SME owners’ drive to initiate technology preparedness for organisational sustainability is a key factor, a measure not seen during the literature review. An empirical study tests the measures. Pressure from customers, owner’s age, sales of SME, owner’s attitude towards IT and owner’s knowledge of IT was confirmed, which indicates organisational factors have more impact compared to technological and environmental factors. Research limitations/implications The academic scope of this research paper can be extended to contexts such as readiness in IT infrastructure for digital transformation. Practical implications The validated research framework can be used by organisation stakeholders and SME IT practitioners for successful IT adoption. Social implications SMEs contribute significantly to gross domestic product (GDP) and provide employment opportunities. Hence, this research provides a tested model that SMEs owners/managers can adopt as a framework to augment competitiveness to implement IT. Originality/value The study adopts a mixed-method research design and is, perhaps, a first in the Indian context to explore variables through case study and validate identified measures through an empirical study. The model can be used by SME owners and practitioners to ascertain factors for organisational preparedness for IT adoption.

Sign in / Sign up

Export Citation Format

Share Document