The Mediating Role of Gender in Online Shopping Acceptance: From the WOM Perspective

2021 ◽  
Author(s):  
Riadh Jeljeli ◽  
Faycal Farhi ◽  
Mohamed Elfateh Hamdi
Keyword(s):  
Online Shopping ◽  
Mediating Role ◽  
Online Shopping Acceptance

scholarly journals The Mediating Role of Customer Experience on the Relationship between Online Shopping Determinants and Customer Satisfaction in Vietnam

2021 ◽  
pp. 5-8
Author(s):  
Anh Tuan Pham ◽  
◽  
Khashayar Yazdani
Keyword(s):  
Factor Analysis ◽  
Customer Satisfaction ◽  
Online Shopping ◽  
Technical Problem ◽  
Customer Experience ◽  
Equation Modeling ◽  
Sufficient Information ◽  
Mediating Role ◽  
The Relationship

The negative impacts of COVID-19 to every aspects of social-economic structure lead to the retail industry’s changes by shifting from traditional way to online shopping. Although Vietnam is potential market of e-commerce, there are still lots of barriers of online shopping to customer behaviour, especially how to improve the customer experience in purchasing process. Therefore, this paper analyses the mediating role of customer experience on the relationship between online shopping determinants such as: payment barrier, bad complaint resolve, slow delivery process, poor product quality, technical problem, and customer satisfaction in Vietnam. The online survey is conducted according to the related theories, relevant empirical evidence, and pilot study to collect reliable data from 360-400 respondents in Ho Chi Minh city and Ha Noi city. Some quantitative data analysis techniques are proposed and used in this study, including descriptive statistics, reliability, explanatory factor analysis, variance analysis, Pearson correlation analysis, confirmatory factor analysis, and structural equation modeling. For using them, the researcher expects that all factors have significant and negative effect on customer satisfaction through customer experience. By developing one of the first research attempt on pre-normal phase of COVID-19 pandemic, the researchers believes the marketers and top managers at e-commerce companies in Vietnam to have sufficient information about how their customers’ experience with online shopping platforms and related services.

The influence of website quality on consumers e-loyalty through the mediating role of e-trust esatisfaction and perceived enjoyment An evidence from online shopping in Vietnam

2020 ◽  
Author(s):  
Ha Nam Khanh Giao
Keyword(s):  
Word Of Mouth ◽  
Online Shopping ◽  
Positive Association ◽  
Website Quality ◽  
Mediating Role ◽  
Online Retailers ◽  
Perceived Enjoyment ◽  
Empirical Implications ◽  
Positive Effect

The aim of the present study is to examine the influence of website quality on consumer’s eloyalty, noting the mediating role of e-trust, e-satisfaction, and perceived enjoyment. Besides, this study examines the consequence of consumer’s e-loyalty. Survey data collected from 594 respondents aged at least 16 years and performed some online shopping through websites in Vietnam. Based on the theoretical framework, PLS-SEM using SmartPLS 3.0 software was deployed to discover links between the constructs. The results showed a positive effect ofwebsite quality on e-loyalty, which was mediated partially through consumer e-trust and e-satisfaction. Moreover, e-loyalty had a positive association with electronic word of mouth (eWOM) as well. The main findings of this research provide some empirical implications for Internet marketers and online retailers in Vietnam. E-vendors should understand the customers’ expectations and e-loyalty regarding online shopping to attract new customers as well as to retain their existing customers.

Websites' hue-context congruence as a vector of trust and behavioral intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lilia Khrouf ◽  
Azza Frikha
Keyword(s):  
Emerging Markets ◽  
Behavioral Intentions ◽  
Online Shopping ◽  
Product Category ◽  
Content Type ◽  
Online Trust ◽  
Mediating Role ◽  
Shopping Experience ◽  
Single Category

PurposeThis paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.Design/methodology/approachAn online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.FindingsResults revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.Research limitations/implicationsThis research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.Practical implicationsThis study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.Originality/valuePrior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.

scholarly journals PERCEIVED BENEFITS AND PERCEIVED RISKS EFFECT ON ONLINE SHOPPING BEHAVIOR WITH THE MEDIATING ROLE OF CONSUMER PURCHASE INTENTION IN PAKISTAN

2020 ◽  
Author(s):  
Anam Bhatti ◽  
Shafique Ur Rehman
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Product Variety ◽  
Shopping Behavior ◽  
Perceived Benefits ◽  
Perceived Risks ◽  
Mediating Role ◽  
Consumer Purchase Intention ◽  
Online Shopping Behavior

The purpose of this study is to examine the relationship between different factors including perceived benefits, perceived risks and online shopping behavior with the mediating role of consumer purchase intention. Online shopping states the recent trends of being able to purchase anything from home with a single click. The main focus of this study is to check the influence of four major variables: convenience, product variety, product risk, and privacy risk which were derived from related literature. Data were collected from 380 students from different universities using simple random sampling. PLS-SEM was used in this study and the results showed that benefits had a positive influence and that risk had a negative influence on online shopping behavior.     Keywords: Perceived benefits, perceived risks, consumer purchase intention, online shopping behavior.

Sign in / Sign up

Export Citation Format

Share Document