Does visual merchandising affect response behaviour Role of atmospheric cues in online retailing

PurposeThe study is aimed to identify the determinants of online buying behavior and their associations with the consequences of online buying behavior. The study adopted an e-loyalty framework and investigated causal links among functionality, usability, trust, commitment and loyalty. In addition, the study also attempted to investigate the mediating role of trust and commitment between online buying determinants and online purchasing outcomes. The demographic variables of age, gender and income are used as control variables.Design/methodology/approachAn online questionnaire survey was conducted on Internet users by adopting purposive sampling technique. Confirmatory factor analysis (CFA) was employed for measurement development, SEM was used for testing causal links, and percentile bootstrap with 95% confidence interval was used for mediation analysis.FindingsSignificant positive relationships were found among functionality, usability, trust, commitment and loyalty. Trust was found to fully mediate the effect of functionality and usability on loyalty. It was also found that commitment fully mediates the effect of functionality on loyalty.Research limitations/implicationsHowever, caution is advised while generalizing results of this study. The study was conducted on online retailing only. The authors recommend future studies to extend the research in other e-commerce sectors and also to perform a comparative study between online and offline retailing.Practical implicationsThis study provides some practical implications to website developers in designing a web page that caters the functionality and usability aspects in understanding e-loyalty formation process so that appropriate marketing strategies and tactics can be established to accommodate customized loyalty of each customer.Originality/valueThe study demonstrates the customer loyalty formation process in online retailing. Scanty literature has witnessed mediating role of trust and commitment in the relationships among functionality, usability and loyalty along with age, gender and monthly family income as controls in Indian sub-continent.

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Visual Merchandising in Online Retailing Based on Physical Retailing Design Principles

Encyclopedia of E-Business Development and Management in the Global Economy ◽

10.4018/978-1-61520-611-7.ch061 ◽

2010 ◽

pp. 628-636

Author(s):

Tony Pittarese

Keyword(s):

Research Literature ◽

Design Guidelines ◽

Online Retailing ◽

Online Store ◽

Online Retailers ◽

Common Practices ◽

Store Design ◽

Online Stores ◽

Visual Merchandising ◽

Effective Design

Effective design guidelines aid in the creation of successful online stores. One possible resource to aid in formulating effective online store design guidelines is found in principles and practices of physical retailers. In particular, physical store merchandising techniques provide a significant body of research from which online store guidelines may be constructed. By examining the research literature and common practices of physical retailers, online retailers may glean new and interesting ideas upon which to base guidelines for online store design.

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The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction

Journal of theoretical and applied electronic commerce research ◽

10.4067/s0718-18762019000100102 ◽

2019 ◽

Vol 14 (1) ◽

pp. 0-0 ◽

Cited By ~ 1

Author(s):

T Sai Vijay ◽

Sanjeev Prashar ◽

Vinita Sahay

Keyword(s):

Online Shopping ◽

Mediating Role ◽

Atmospheric Cues

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Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

Nankai Business Review International ◽

10.1108/nbri-07-2020-0041 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mona Jami Pour ◽

Khadije Rafiei ◽

Monireh Khani ◽

Atena Sabrirazm

Keyword(s):

Sampling Technique ◽

Customer Experience ◽

Digital Marketing ◽

Equation Modeling ◽

Online Retailing ◽

Content Type ◽

Mediating Role ◽

Brand Engagement ◽

Grocery Retailing

Purpose In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context. Design/methodology/approach To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software. Findings The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience. Originality/value A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

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