An investigation of consumers’ purchase intentions towards omni-channel shopping

2018 ◽  
Vol 46 (10) ◽  
pp. 959-976 ◽  
Author(s):  
Ipek Kazancoglu ◽  
Hatice Aydin
Keyword(s):  
University Students ◽  
Focus Groups ◽  
Perceived Risk ◽  
Retail Store ◽  
Purchase Intentions ◽  
Situational Factors ◽  
Privacy Concern ◽  
Content Type ◽  
Perceived Trust ◽  
Shopping Behaviour

Purpose The growth of omni-channel retailing is causing consumers to change their habits and shopping behaviour. It is essential to understand the factors on purchase intention within the consumer context. The purpose of this paper is to explore factors that are influencing consumers to use omni-channel in their shopping behaviour – specifically in the apparel sector in Turkey as an emerging country. Design/methodology/approach Designed as exploratory research, this study used four different focus groups. Focus groups were conducted with university students who have experienced the company’s omni-channel applications. The study sample included a total of 30 purposefully selected university students in Izmir, Turkey, who previously shopped at the same store. The selected retail store is the leading domestic shopping brand and the pioneer in omni-channel in the apparel and fashion sector in Turkey. The participants were given three company-related scenarios which were used to help the students to better understand omni-channel applications of the company. Then, they were asked to discuss their perceptions and intentions towards omni-channel shopping. Content analysis was used for analysing transcripts. Findings The findings of the focus groups have revealed 12 themes about the intentions of the university students towards omni-channel shopping. Among 12 themes, it is observed that 6 of them have similarities with the variables of the UTAUT2 model. The findings of the study showed that, beside the additional themes, the predetermined variables of the UTAUT2 model within the literature; which are “performance expectancy”, “effort expectancy”, “facilitating conditions”, “hedonic motivation”, “habit” and “price value” have affected purchasing intentions towards omni-channel shopping. This study proposed six additional themes which were not revealed in the previous studies on purchase intentions in an omni-channel shopping in apparel sector. The six additional themes proposed in this study are; “perceived trust”, “situational factors”, “perceived risk”, “anxiety”, “need for interaction” and “privacy concern”. Research limitations/implications This study is limited to the focus group interviews held in only one university with students from the same programme. The findings are obtained also only valid for the relevant retail store and city, and cannot yet be generalised. Practical implications The relationships suggested in this exploratory study can further be analysed by quantitative study. It is also claimed that the findings of this study can act as a framework to extend the UTAUT2 model by integrating perceived trust, situational factors, perceived risk, anxiety, need for interaction and privacy concern. This model will enable retailers to understand consumer expectations towards omni-channel shopping and to focus on integrating these factors through whole purchasing process in order to increase omni-channel sales. Originality/value The literature on omni-channel has concentrated on the retailers’ perspective, whereas this study aims to reveal an insight from the consumer perspective. The contribution of the study is to provide a framework for understanding the themes on consumer viewpoint in the omni-channel shopping behaviour.

What determines tourist adoption of smartphone apps?

2018 ◽  
Vol 9 (1) ◽  
pp. 50-64 ◽  
Author(s):  
Anil Gupta ◽  
Nikita Dogra ◽  
Babu George
Keyword(s):  
Perceived Risk ◽  
Smartphone Apps ◽  
Content Type ◽  
Factors Affecting ◽  
Perceived Trust ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
Usage Behavior ◽  
Facilitating Conditions ◽  
Practical Implications

Purpose This study aims to identify factors affecting tourists’ intention of using travel apps installed in their smartphones. Design/methodology/approach A questionnaire was developed largely based on the available scales in the published literature. A total of 389 participants responded to the survey, out of which 343 valid responses were obtained for statistical analysis. Findings Significant predictors of smartphone app usage intention included performance expectancy, social influence, price saving, perceived risk, perceived trust and prior usage habits. Usage behavior was largely mediated by usage intention, except in the case of habits. Contrary to the expectation, factors such as hedonistic motivation, facilitating conditions or effort expectancy did not impact usage intention or behavior. Practical implications The study gives app developers vital cues on tourist expectations from the apps. Oftentimes, developers tend to focus entirely on the material utility of their apps, neglecting every other factor influencing use. One particular implication is that despite tourism being a hedonistic activity, travel app usage behavior is not a hedonistic activity. Originality/value This is one of the few studies to examine adoption of smartphone travel apps in an emerging economy context by using extended unified theory of acceptance and use of technology framework with additional constructs.

scholarly journals New patterns in wine consumption: the wine by the glass trend

2019 ◽  
Vol 122 (8) ◽  
pp. 2655-2669 ◽  
Author(s):  
Diletta Acuti ◽  
Valentina Mazzoli ◽  
Laura Grazzini ◽  
Rinaldo Rinaldi
Keyword(s):  
Risk Perception ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Theoretical Explanation ◽  
Purchase Intentions ◽  
Variety Seeking ◽  
Content Type ◽  
Wine Consumption ◽  
The Relationship

Purpose The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk perception, wine involvement and variety seeking are investigated in determining WBG purchase intentions. Design/methodology/approach Two studies based on a scenario-based survey have been conducted. In Study 1 (n=248), the relationship between WBG risk perception and WBG purchase intention mediated by variety seeking is tested. In Study 2 (n=200), the relationship between wine involvement and WBG purchase intention with the mediating role of variety seeking is analysed. Findings Results show that variety seeking plays a key role in determining WBG purchase intentions considering both WBG perceived risk and wine involvement as independent variables. Research limitations/implications The study advances the literature on WBG consumption by enclosing the psychological mechanism (i.e. variety seeking) behind consumers’ WBG purchase intentions. The main limitation of this study lies in it being conducted in a single country (i.e. Italy). Practical implications This paper provides useful guidelines for wine managers. Specifically, variety seeking can attract consumers in new wine-consuming places based on a rich assortment. Moreover, it can present a challenge to wine producers in creating brand loyalty. Originality/value Although WBG is a growing trend in wine consumption, empirical studies are still scant and a deeper comprehension of its antecedents and consequences is needed. By showing variety seeking as the mechanism behind WBG consumption, this study offers a new theoretical explanation of this phenomenon.

Cross-national differences in complaint behavior: cultural or situational?

2018 ◽  
Vol 32 (7) ◽  
pp. 913-924 ◽  
Author(s):  
Jeffrey G. Blodgett ◽  
Aysen Bakir ◽  
Anna S. Mattila ◽  
Andrea Trujillo ◽  
Claudia Quintanilla ◽  
...  
Keyword(s):  
Perceived Risk ◽  
Situational Factors ◽  
Content Type ◽  
Consumer Complaint ◽  
National Differences ◽  
The World ◽  
The Usa ◽  
Complaint Behavior ◽  
Consumer Complaint Behavior ◽  
Cross National

Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and “consumer friendly” than in other parts of the world, and thus it is possible that their conclusions are flawed. The purpose of this study, therefore, was to determine the extent to which cross-national differences in complaint behavior are due to cultural vs situational factors. Design/methodology/approach To examine this issue, a two-part study was conducted. Study 1 compared consumers living in China, India and Mexico to cohorts who immigrated to the USA. Study 2 compared individuals from those same countries to subjects who are native to the USA. Findings The findings indicate that situational factors (i.e. consumer-oriented vs restrictive refund/return/exchange policies) have a large impact on consumer complaint behavior (i.e. redress, negative-word-of-mouth and exit), and that the effects of culture are minor. Research limitations/implications To infer cause-effect, and establish scientific theory, one must rule out alternative hypotheses. Researchers who are investigating cross-cultural complaint behavior must take situational factors into account. Practical implications With the emergence of “global consumers” consumer expectations around the world are changing. Astute retailers should institute and promote more liberal return policies, thereby mitigating consumers’ perceived risk. Originality/value This study dispels the notion that culture is responsible for differences in cross-national consumer complaint behavior.

Crises through the consumer lens: the role of trust, blame and risk

2018 ◽  
Vol 35 (5) ◽  
pp. 502-511 ◽  
Author(s):  
Aikaterini Vassilikopoulou ◽  
Apostolos Lepetsos ◽  
George Siomkos
Keyword(s):  
Conceptual Framework ◽  
Crisis Management ◽  
Perceived Risk ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Perceived Severity ◽  
Endogenous Variables ◽  
The Impact

Purpose This paper aims to examine consumer reactions during product-harm crises by measuring the impact of perceived risk, blame and trust on consumer purchase intentions. Moreover, the role of perceived crisis severity is examined as affecting the three main endogenous variables of the conceptual framework. Design/methodology/approach The study uses the real-scenario approach for empirically testing the proposed conceptual framework. Participants were called to assess the story of a defective product (i.e. a soother that was recently recalled). Findings Results of the equation modeling demonstrate that perceived severity significantly influence trust and blame while it does not affect perceived risk. In addition, trust, blame and perceived risk notably affect purchase intentions. Practical implications Based on the study’s results, companies could implement appropriate strategies for reducing the negative consequences of a product-harm crisis. Originality/value The paper presents four key originality traits: Crisis management from the consumer perspective has received little attention. The relationship between trust, perceived risk and purchase intentions has not been explored in the crisis management field. Attribution of blame is a new variable added to the perceived risk-trust-purchase intention model. Perceived severity is examined as a moderator affecting the main endogenous variables of the conceptual framework.

Understanding the determinants of online pharmacy adoption: a two-staged SEM-neural network analysis approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Mahiuddin Sabbir ◽  
Mazharul Islam ◽  
Samir Das
Keyword(s):  
Neural Network ◽  
Network Analysis ◽  
Perceived Risk ◽  
Analysis Approach ◽  
Neural Network Analysis ◽  
Content Type ◽  
Personal Innovativeness ◽  
Utaut Model ◽  
Perceived Trust ◽  
Online Pharmacy

Purpose This study aims to understand the determinants of online pharmacy or epharmacy adoption among young consumers in Bangladesh using an extended unified theory of acceptance and use of technology (UTAUT) model. Design/methodology/approach A structured Google Docs questionnaire was sent out to 420 respondents using messenger service; 285 useable responses were finally extracted. Data were empirically validated using the two-staged structural equation model (SEM)-neural network analysis approach. Findings The robustness of the classical UTAUT model remains intact in the context of online pharmacy adoption. Among the integrated variables, while perceived trust and health literacy were found significant, perceived risk and personal innovativeness were found insignificant in determining consumers’ intention to adopt online pharmacy. The neural network analysis provided further verification of these findings derived from the SEM. Practical implications The findings of this study would facilitate in devising better strategies for entering or expanding online pharmacy business in developing countries such as Bangladesh. Originality/value The originality of the current study relates to the two-fold contributions of this study. First, while this study extended the classical UTAUT model by incorporating perceived risk, perceived trust, personal innovativeness and health literacy, the inclusion of the following two variables is fresh within the extant online pharmacy literature. Second, by using a two-staged SEM-neural network analysis approach, this study advances the past studies on e-commerce adoption in pharmaceutical settings and provides a general understanding of the customers of developing countries.

How food retailing changed in Turkey: spread of self-service technologies

2018 ◽  
Vol 120 (2) ◽  
pp. 290-308 ◽  
Author(s):  
Ipek Kazancoglu ◽  
Emel Kursunluoglu Yarimoglu
Keyword(s):  
Technology Acceptance ◽  
Perceived Risk ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Situational Factors ◽  
Equation Modeling ◽  
Future Research ◽  
Perceived Ease Of Use ◽  
Content Type

Purpose The purpose of this paper is to predict customers’ intentions to use self-checkouts based on the technology acceptance model (TAM). Design/methodology/approach The questionnaire consisted of constructs taken from the existing literature such as perceived ease of use (PEU), perceived usefulness (PU), behavioral intentions, technology anxiety (TA), perceived risk (PR), need for interaction (NI), and situational factors (SF). Before preparing the questionnaire, the focus group studies were organized to gain deeper insights regarding customers’ views about self-checkouts. Based on the results of the focus groups, some items in the constructs were adapted, and the questionnaire was generated. The field study was conducted via face-to-face survey with 500 customers chosen by stratified random sampling. Confirmatory factor analysis and structural equation modeling were used to validate the relationships hypothesized in the conceptual model among constructs. Findings Out of the 16 hypotheses, 10 were found to be significant. The hypotheses related to the effects of PR, PEU, PU, intentions, while the effects of NI on PU and intentions; the effects of SF on intentions were not accepted in the study. According to the findings, PEU, PU, and TA affected intentions whereas PR, NI, and SF did not. Research limitations/implications There were some limitations related to demographics, attitudes, SF, and actual usage of self-checkouts. Practical implications To avoid queues, retailers should install a sufficient number of user-friendly and simple interfaced self-checkouts with well-trained employees to encourage usage and reduce the perceived risk and anxiety. Originality/value The main contribution of this study was that the effects of different constructs were measured on Turkish customers’ intentions to use self-checkouts, which could be used in formulating marketing strategies as well as considering future research directions. The paper also provided additional insights into the effects of SF, TA, NI, and PR, all of which were added to the TAM in this study.

Intentions to purchase food through the internet: developing and testing a model

2016 ◽  
Vol 118 (3) ◽  
pp. 572-587 ◽  
Author(s):  
Filipe Quevedo-Silva ◽  
Otavio Freire ◽  
Dario de Oliveira Lima-Filho ◽  
Marcelo Moll Brandão ◽  
Giuliana Isabella ◽  
...  
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Negative Relationship ◽  
Purchase Intentions ◽  
The Internet ◽  
Content Type ◽  
Factors Affecting ◽  
Food Purchases ◽  
Equation Modelling ◽  
Perceived Difficulty

Purpose – The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet. Design/methodology/approach – A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling. Findings – The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty. Originality/value – This study operationalizes and improves Grunert and Ramus’ (2004) model of intention to buy food over the internet, by developing, testing and presenting a more comprehensive model.

Exploring the adjustment of international university students in relation to dietary practices

2015 ◽  
Vol 117 (12) ◽  
pp. 2947-2974 ◽  
Author(s):  
María Pilar Martínez-Ruiz ◽  
Christian Tirelli ◽  
Alicia Izquierdo-Yusta ◽  
Ricardo Gómez-Ladrón-De-Guevara
Keyword(s):  
International Students ◽  
University Students ◽  
Perceived Risk ◽  
Adjustment Process ◽  
Dietary Practices ◽  
Content Type ◽  
Host Culture ◽  
Second Stage ◽  
External Influences ◽  
International University

Purpose – The purpose of this paper is to analyze the influences of different variables on the dietary adjustment process of international university students. More specifically, the authors investigate how ethnocentrism, perceived risk, and external influences affect their adjustment processes by considering three different temporal stages and exploring adjustment in relation to dietary practices. Design/methodology/approach – After performing an in-depth review of the relevant literature, a structural equation analysis is conducted. This analysis relies on data from a sample of 139 international students enrolled in a Spanish university. Findings – The results reveal that ethnocentrism is significant only in the second stage of the adjustment process. The level of perceived risk decreases during the adjustment process but also depends on the features international students have in common with the host culture; in contrast, external influences are important in all stages. Research limitations/implications – International students should not be treated the same way during different stages of their adjustment. For example, during the first stage, the focus should be on minimizing their perceived risk and guaranteeing a safe environment in which they feel comfortable with buying. The role of the media and the training of salespeople should be highlighted in the second stage of adjustment. Practical implications – The dietary adjustment for this group of short-term migrants is different than other groups, which tend to return to their country of origin. In contrast, international university students try to assimilate the host culture and be part of it. Social implications – In the context of consumption, because international university students are influenced by all constructs detailed in this study, it is necessary to formulate a specific approach for each stage. Originality/value – This research evidences how there is a great opportunity for diverse operators (e.g. universities, food retail chains) to influence the consumption habits of international university students, because they are more receptive than other migrant groups.

Effects of show windows on female consumers’ shopping behaviour

2014 ◽  
Vol 31 (5) ◽  
pp. 380-390 ◽  
Author(s):  
Varsha Jain ◽  
Mika Takayanagi ◽  
Edward Carl Malthouse
Keyword(s):  
Purchase Intentions ◽  
Department Stores ◽  
Content Type ◽  
Female Consumers ◽  
Shopping Behaviour ◽  
Five Factors ◽  
The Social ◽  
Positive Feelings ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this study if to investigate the effects of show windows on shopping behaviour among female consumers to provide insights that a manager can use to encourage purchase behaviour. Design/methodology/approach – On the basis of 20 in-depth interviews, we developed a survey, which we administered to female consumers (n = 209). The survey was based on a stimulus–organism–response framework. Each respondent was exposed to an image of a show window (images were taken from apparel departments of well-known department stores) and rated her perceptions of the window and intentions to purchase items sold in the store. Findings – Using factor analysis, we identify five components of the show window: social, hedonic, informational, image and “feel-good” factors. The first four factors are aggregated into a “show window” metric, which is shown to influence purchase intentions; this influence is fully mediated by the feel-good factor. The image factor and the social and hedonic factors each significantly influence the feel-good factor. Practical implications – When developing show windows, brand managers should aim to touch on all factors of the show window to make shoppers “feel good”; these positive feelings might intensify shoppers’ purchase intentions. Originality/value – This study identifies five factors that make up consumers’ perceptions of show windows. It shows that exposure to a show window affects consumers’ purchase intentions, and that this influence is determined primarily by the extent to which consumers “feel good” about the store.

Key factors driving customers’ restaurant dining behavior during the COVID-19 pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Miyoung Jeong ◽  
Kawon Kim ◽  
Forest Ma ◽  
Robin DiPietro
Keyword(s):  
Willingness To Pay ◽  
Perceived Risk ◽  
Structural Equation ◽  
Health And Safety ◽  
Comfort Level ◽  
Equation Modeling ◽  
Key Factors ◽  
Content Type ◽  
Perceived Trust ◽  
Practical Implications

Purpose This study aims to identify key factors that affected US respondents’ dining behavior at restaurants during the midst of the COVID-19 pandemic. Design/methodology/approach Due to the lack of a prior framework or model to test customers’ perceptions of dining-out behavior during this unprecedented time, this study used a mixed-methods approach, conducting two focus group discussions to generate potential restaurant attributes, followed by a US-based survey using an online panel. Using structural equation modeling, this study tested eight developed propositions. Findings The findings of this study indicated that the three key factors (i.e. restaurant dining environment, communication and hygiene and contactless features) made customers feel comfortable dining in the restaurant during the pandemic. Out of these three factors, only the restaurant dining environment and communication and hygiene were essential predictors for customers’ perceived trust toward the restaurant, leading to their willingness to pay more. This study used two moderators, customers’ perceived risk and support for restaurants to examine how they affected customers’ perceived trust and willingness to pay, respectively. Practical implications This study provides both theoretical and practical implications to the current body of knowledge in customers’ dining-out behavior and the development of operational strategies for restaurants to accommodate customers’ changing dining-out behavior due to the COVID-19 pandemic. To develop a holistic conceptual framework, this study incorporates two COVID-19-focused measurement items, perceived risk and support of the restaurant, to identify their moderating roles in the relationships among the five proposed measurement items. This study provides restaurant operators with insights into the altered dining-out behavior of their customers due to the COVID-19 pandemic and prepares them for the post pandemic environment. Originality/value During the unprecedented pandemic situation, few customers are willing to dine in restaurants. As local and national governments lifted the mandated COVID-19 protocols, restaurants opened their business slowly to cater to customers in compliance with the centers for disease control’s health and safety regulations. It is of utmost importance for restaurant operators to accommodate their customers’ needs when they dine in the middle of the COVID-19 pandemic. There is a paucity of research that has examined customers’ comfort level when dining in restaurants and customers’ preferred dining environment during the pandemic.

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