E-consumer conformity and its impact on consumer attitude

2018 ◽  
Vol 12 (4) ◽  
pp. 455-468 ◽  
Author(s):  
Utkal Khandelwal ◽  
Seemant Kumar Yadav ◽  
Vikas Tripathi ◽  
Vivek Agrawal
Keyword(s):  
Consumer Behavior ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Technological Advancement ◽  
Content Type ◽  
Online Consumer Behavior ◽  
Online Mode ◽  
Conformity Behavior ◽  
Different Dimensions ◽  
Online Consumer

PurposeWith the tremendous increase in the number of netizens, online consumer behavior has become an important issue nowadays. One of the important issues of online consumer behavior is e-consumer conformity. This paper aims to explore prominent factors of e-consumer conformity and its impact on consumer attitude, which helps marketers to understand this new business arena and involve this relationship to enhance their business.Design/methodology/approachFor the purpose, convenience sampling was used with sample size of 510. Offline as well as online mode of survey was applied. The resultant hypotheses (based on the developed model depicting normative and informational consumer conformity effect on attitude) were examined by structured equation modeling.FindingsThe present study presents the different dimensions of e-consumer conformity and its difference in metro and non-metro cities on which marketers have to frame their strategies. The study revealed that the customer attitude is largely affected by others expectations (conformance with others expectations, NCC) rather others knowledge and expertise (ICC). Additionally, the comparison of virtual conformity behavior of metro and non-metro customers was made, and it was found that conformity behavior does not significantly differ in these two contexts.Practical implicationsBusiness saturation in metro cities, infrastructural growth and technological advancement in non-metro cities, companies are moving toward non-metro cities. Due to contextual differences existing between metro and non-metro market, it is difficult to trace the changes in the marketing policies and device the appropriate strategy accordingly for the marketers. In lieu of this, the present study presents the different dimensions of e-consumer conformity and its degree of difference in metro and non-metro cities on which marketers have to frame their strategies.Originality/valueGood number of research has been conducted on consumer conformity in India; however, there is a scarcity of literature in virtual consumer conformity in India. This research is not only establishing the relationship between virtual consumer conformity and consumer attitude but also establishing the difference of virtual consumer conformity in metro and non-metro cities in India.

scholarly journals Investigating Online Consumer Behavior in Iran Based on the Theory of Planned Behavior

2016 ◽  
Vol 10 (4) ◽  
pp. 21 ◽  
Author(s):  
Ramin Bagherzadeh ◽  
Rohullah Bayat
Keyword(s):  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Technology Acceptance ◽  
Planned Behavior ◽  
Cost Reduction ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Online Consumer Behavior ◽  
Online Consumer ◽  
Positive Effect

The aim of this research is to study the online consumer behavior in Iran using a combination of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) with other variables. This study is objective, analytical, and descriptive. The subject of this research is online shoppers in the city of Shiraz. Sampling was simple random and was collected via the Internet. According to the conceptual model, the minimum required sample for this study was 80 samples; however, to ensure accuracy 390 questionnaires were collected. To analyze the data, structural equation modeling was used, using partial least squares (PLS) and analysis of one way variance (ANOVA). Results show that in online purchasing in Iran perceived ease of use (PEOU) has a positive effect on controllability and self-efficacy of individuals. Trust has a positive effect on the attitude and controllability of individuals. Media has a positive effect on subjective norms. Cost reduction has a positive effect on the attitude of individuals. Finally, age and income influence the intention of individuals in online purchasing. The other hypotheses of this study were not confirmed. It can be concluded that factors such as PEOU, trust, media, cost reduction, age and income affect online consumer behavior in Iran.

A comparative study of online consumer behavior: a tale of two research methods

2019 ◽  
Vol 15 (4) ◽  
pp. 716-727 ◽  
Author(s):  
Kun-Huang Huarng ◽  
Tiffany Hui-Kuang Yu
Keyword(s):  
Consumer Behavior ◽  
Linear Regression ◽  
Research Methods ◽  
Data Sets ◽  
Multiple Relationships ◽  
Data Set ◽  
Content Type ◽  
Online Consumer Behavior ◽  
Online Consumer ◽  
Different Characteristics

Purpose The use of linear regression analysis is common in the social sciences. The purpose of this paper is to show the advantage of a qualitative research method, namely, structured qualitative analysis (SQA), over the linear regression method by using different characteristics of data. Design/methodology/approach Data were gathered from a study of online consumer behavior in Taiwan. The authors changed the content of the data to have different sets of data. These data sets were used to demonstrate how SQA and linear regression works individually, and to contrast the empirical analyses and empirical results from linear regression and SQA. Findings The linear regression method uses one equation to model different characteristics of data. When facing a data set containing a big and a small size of different characteristics, linear regression tends to provide an equation by modeling the characteristics of the big size data and subsuming those of the small size. When facing a data set containing similar sizes of data with different characteristics, linear regression tends to provide an equation by averaging these data. The major concern is that the one equation may not be able to reflect the data of various characteristics (different values of independent variables) that result in the same outcome (the same value of dependent variable). In contrast, SQA can identify various variable combinations (multiple relationships) leading to the same outcome. SQA provided multiple relationships to represent different sizes of data with different characteristics so it created consistent empirical results. Research limitations/implications Two research methods work differently. The popular linear regression tends to use one equation to model different sizes and characteristics of data. The single equation may not be able to cover different behaviors but may lead to the same outcome. Instead, SQA provides multiple relationships for different sizes of data with different characteristics. The analyses are more consistent and the results are more appropriate. The academics may re-think the existing literature using linear regression. It would be interesting to see if there are new findings for similar problems by using SQA. The practitioners have a new method to model real world problems and to understand different possible combinations of variables leading to the same outcome. Even the relationship obtained from a small data set may be very valuable to practitioners. Originality/value This paper compared online consumer behavior by using two research methods to analyze different data sets. The paper offered the manipulation of real data sets to create different data sizes of different characteristics. The variations in empirical results from both methods due to the various data sets facilitate the comparison of both methods. Hence, this paper can serve as a complement to the existing literature, focusing on the justification of research methods and on limitations of linear regression.

Consumer behavior in the online context

2014 ◽  
Vol 8 (3) ◽  
pp. 169-202 ◽  
Author(s):  
Shannon Cummins ◽  
James W. Peltier ◽  
John A. Schibrowsky ◽  
Alexander Nill
Keyword(s):  
Social Network ◽  
Consumer Behavior ◽  
Network Theory ◽  
Design Methodology ◽  
Social Network Theory ◽  
Cross Cultural ◽  
User Generated Content ◽  
Content Type ◽  
Online Consumer Behavior ◽  
Online Consumer

Purpose – The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context. Design/methodology/approach – To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic. Findings – Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross cultural, online communities and networks, strategic use and outcomes and consumer Internet search. Originality/value – The literature has been summarized in each category and research opportunities have been offered for consumer behavior and social network scholars interested in exploring the online context.

Lady first? The gender difference in the influence of service quality on online consumer behavior

2019 ◽  
Vol 10 (3) ◽  
pp. 408-428 ◽  
Author(s):  
Weihua Wang ◽  
Saebum Kim
Keyword(s):  
Gender Differences ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Self Regulation ◽  
Content Type ◽  
Online Consumer Behavior ◽  
Online Consumer ◽  
The Impact

Purpose This paper aims to articulate the gender differences in the influence of service quality on online consumer behavior. Design/methodology/approach Through data collected via a Web-based questionnaire survey from 330 consumers in China, this study builds and analyzes a structural equation model, using five dimensions of E-service quality, customer satisfaction and customer loyalty, and focuses on the moderation test of gender. Findings This study finds that first, efficiency dimension of e-service quality is of same importance for male and female customers; second, there are significant gender differences in the responsiveness and reliability dimensions of E-service quality, which affect customer satisfaction; third, the impact of female customer satisfaction on customer loyalty is stronger than for male customers. Practical implications Online retailers with limited service resources should preferentially respond to service requests from male customers and provide more reliable services for female consumers under the same condition. Originality/value The research validated the applicability of self-regulation theory in online consumer behavior, explored the occurrence stage and characteristics of gender differences in online consumer behavior under influence of SRT and first found some apparent gender differences in the influence of different dimensions of e-service quality on online consumer behavior.

Detangling consumer attitudes to better explain co-branding success

2017 ◽  
Vol 26 (7) ◽  
pp. 704-721 ◽  
Author(s):  
Han-Chiang Ho ◽  
Nora Lado ◽  
Pilar Rivera-Torres
Keyword(s):  
Consumer Behavior ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Modeling ◽  
High Tech ◽  
Consumer Attitude ◽  
Content Type ◽  
Theoretical Approaches ◽  
Affect And Cognition ◽  
Managerial Implications

Purpose The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs. Design/methodology/approach Questionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling. Findings The authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results. Originality/value This study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products.

scholarly journals Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era

2021 ◽  
Vol 16 (5) ◽  
pp. 1740-1767
Author(s):  
Xi Zhang ◽  
Hongda Liu ◽  
Pinbo Yao
Keyword(s):  
Consumer Behavior ◽  
Web 2.0 ◽  
Research Network ◽  
Analysis Model ◽  
Economic Changes ◽  
Consumption Behavior ◽  
Online Consumer Behavior ◽  
Traditional Research ◽  
Online Consumer ◽  
Development Paths

In recent years, the study of online consumption behavior has gradually formed its research system and analysis model based on the inheritance of traditional research paradigms, focusing on the inner mechanism of consumption models explained by consumption activities. Online consumption is based on the research scenario of social e-commerce and forms a broad research network through the extension of consumer objects, consumer psychology, and consumer concepts. Although the theoretical constructs of online consumer behavior continue to improve, the relevant studies still do not fully grasp the research frontiers due to the lagging research nature. In the context of Web 2.0, it is impossible to run through the latest developments in online consumption research. Moreover, the study of online consumer behavior has shown a trend of diversification and multiple schools of thought, and a research jungle has emerged, which in essence is the perfection and new height of the study of consumerism. This paper analyses the origins, frontiers, and prospects of online consumer behavior research to clarify the formation principles, development paths, and future directions of the online consumer behavior research jungle. Ultimately based on the economic changes in the post-pandemic context, this paper integrates and proposes an evolving mechanism for studying online consumption behavior, intending to achieve a peek into and reveal the jungle of online consumption research.

Sales transformation: conceptual domain and dimensions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daniela Corsaro ◽  
Isabella Maggioni
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Measurement Tool ◽  
Holistic View ◽  
Content Type ◽  
B2b Relationships ◽  
Systemic Process ◽  
Different Dimensions ◽  
Business To Business

Purpose This study aims to offer a conceptualization of sales transformation, a phenomenon that is redefining the role of salespeople and the nature of Business-to-Business (B2B) relationships while disrupting the selling logics across a variety of industries. Design/methodology/approach Through a two-stage approach, the authors propose and test a conceptual model of sales transformation. The authors conducted 20 interviews and two focus groups with sales directors and managers. The authors then surveyed directors, executives and managers in the sales area (n = 190) and tested a reflective–formative hierarchical model using partial least squares structural equation modeling (PLS-SEM). Findings Sales transformation is a multidimensional construct that includes four higher-order dimensions, namely, people, digitalization, integration and acceleration, and 16 sub-dimensions. These dimensions simultaneously contribute to the sales transformation phenomenon that is conceptualized as a systemic process. This study also offers a measurement tool to assess the degree of sales transformation and enhance the value generated through sales. Originality/value Although many companies are facing challenges stemming from the process of sales transformation, most studies have only focused on micro-aspects of this transformation. This study provides a holistic view of sales transformation aimed at understanding the complexity of this phenomenon by adopting a macro-level perspective on the different dimensions that contribute to its occurrence and development.

Understanding the Reasons for Gender Difference in Online Information Processing of Consumers

2019 ◽  
pp. 230-252
Author(s):  
Ceyda Tanrikulu
Keyword(s):  
Gender Differences ◽  
Information Processing ◽  
Consumer Behavior ◽  
Gender Difference ◽  
Theoretical Perspective ◽  
Future Research ◽  
Online Information ◽  
Strategic Decisions ◽  
Online Consumer Behavior ◽  
Online Consumer

This chapter aims to provide proposals about understanding the gender difference in online information processing that have been developed based on the theories and the findings of the current research. Major findings in the literature indicate the gender difference in online information processing. This chapter can be used to help gain insight about the online consumer behavior based on gender approach by presenting theoretical perspective, providing basis for future research, enrich the understanding about gender differences in online information processing, and to give suggestion for implications requiring strategic decisions.

Apps-Commerce in Emerging Markets

2017 ◽  
pp. 51-69 ◽  
Author(s):  
Sajad Rezaei ◽  
Maryam Emmi
Keyword(s):  
Information Technology ◽  
Consumer Behavior ◽  
Emerging Markets ◽  
Marketing Strategies ◽  
Current Understanding ◽  
The Internet ◽  
Online Consumer Behavior ◽  
Online Consumer ◽  
Flow Of Information ◽  
Large Flow

The Internet and Apps related technologies are considered as information “super highway” since they are able to connect people, computers, and data to one another. Because of them, a new communication medium has risen, which provides an access to the large flow of information across various broad extensions. As a consequence, there has been a need for understanding the behaviors of online consumers, since Information Technology and its usage have had a massive impact on shopping behaviors as well as the rate of market success. This chapter's aim will be to sanitize the current understanding of Apps/online consumer behavior to shape Apps marketing strategies and implementations.

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