How does model type influence consumer and online fashion retailing?

PurposeModel's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.Design/methodology/approachConstrual level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.FindingsCompared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.Practical implicationsThe findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.Originality/valueThis study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces

PurposeTaking the perfect perspective of customers' satisfaction, this paper aims to investigate the elements affecting customer satisfaction in business-to-consumer (B2C) online retailing stores, which are divided into five non-monetary dimensions: trust, order fulfillment, website construction, excitement and interaction.Design/methodology/approachDue to distinguishing the suitability of the data, the authors used exploratory factor analysis (EFA). Next, the authors utilized confirmatory factor analysis (CFA) to check their validity. Then, the authors applied Cronbach's alpha to check the reliability of the elements. After that, the authors combined these five elements with structural equation modeling (SEM) to make a model. The authors also performed Friedman tests to prioritize the elements.FindingsThe results indicate that each element is undeniably significant and has an extraordinary impact on customers' satisfaction evaluation. Therefore, system providers and electronic retailers need to consider them on their websites to achieve marketing goals in the competitive online environments.Originality/valueElectronic commerce has resulted in an essential change in B2C marketing, especially in the electronic retailing industry. Online suppliers need to satisfy their customers to receive competitive advantages and increase their income. The purpose of this study is to research the elements affecting customers' satisfaction in B2C online retailing stores.

How The Livestream Marketing Model Influence the Consumer Decision-Making Process Amid the COVID-19?

The emerging of new media platforms and technology advancements is changing the landscape of online retailing and "touchpoints" in the consumer journey. How does the livestream marketing model influence the consumer decision-making process, and why it achieves exponential market growth within years are significant to answer? This article utilized the Five-Stage Model of the Consumer Buying Process, content, and data analysis method to conduct an in-depth case study of Alibaba's Taobao T-mall "Double 11" livestream marketing campaign amid COVID-19. The result shows that livestream marketing plays as an amplifier and filter that stimulates consumers to make the most cost-efficient purchase choices and largely shortens decision-making time. It undertakes the responsibilities of simultaneously entertaining the audience with intriguing digital content and providing consumers with seamless purchase experiences. The high integration degree between supply chain and livestreamers, showrooms and online e-commerce stores, brands and consumers empowers livestream marketing to convert public traffic pools into precisely segmented private traffic communities. Supported by a mature ecosystem, livestreaming will help create a multi-win situation for brands, consumers, online retailers, livestreamers, and e-commerce platforms with a lower barrier to entry and higher conversion rate across niche markets. This article is applicable to further studies in the academic fields of digital marketing, online retailing, psychology, economics, business, and sociology. It will also provide marketers and brands with strategic tools to better understand consumers' decision-making process, adapt to new alternations of "moment that matters", precisely target segmented audience groups, and enhance overall business performance.

Impact of Consumer Perception of Online Ethics on Website Loyalty and Satisfaction in Morocco

The study aim, to explore the impact of consumers' perceptions concerning online retailers' ethics with website satisfaction and loyalty. A survey sample of 486 students was conducted to explore the relationships enrolled in various businesses undergraduate and postgraduate at universities of Morocco. To measurement the proposed model AMOS-23 is used to test the structural equation modeling. This study indicates that security fulfillment, non-deception, privacy, and security have a significant and positive impact on website satisfaction and loyalty. The study findings are consisted with the proposed model. The study implication suggested that ethical issues of internet retailers must be resolved regarding protection, personal information, and delivering. The prior researches on online retailing examine the impact among loyality, satisfaction and perceived online ethics. The conflict with the results in existing literature, the impact od security on satisfaction, consumers perceive as ethical online retailing with loyality and satisfaction has been confirmed.

Using Distribution Alliance to Signal the Seller’s Service Quality in Online Retailing Platforms

Signal plays a significant role in the online retailing market, especially where the service quality of sellers is unobservable. In the current study, a game-theoretical model was formulated to help examine whether the new delivery service called distribution alliance in the electronic market can serve as a superior signal in revealing online seller’s service quality. Our results showed that the certification accuracy and the application fee are closely related to the signaling effect of the distribution alliance. Specifically, we found a concrete analytical boundary where a certain high level of certification accuracy is required to guarantee the existence of market equilibrium, and a corresponding application fee can convoy the signal’s effectiveness. In addition, the potential extensions and limitations of this research were also discussed.

Augmented reality in online retailing: a systematic review and research agenda

PurposeAugmented reality (AR) has received massive attention in online retail. Therefore, the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying the antecedents, drives, outcomes, theoretical lenses, typology and methodological approaches. The study further aims to identify the critical avenues for future research.Design/methodology/approachTo advance the conceptual and managerial understanding of AR, the study synthesizes the literature through a systematic literature review approach by reviewing 53 articles.FindingsSeveral AR characteristics significantly influence utilitarian, hedonic, perceived risk and experiential value, ultimately resulting in a positive attitude, decision-making assistance and behavioural intentions, wherein customer experience (flow, spatial presence, mental imagery and immersion) plays a mediating role in the process. The study also lists the top authors, articles, journals, countries, theories and methodology used.Originality/valueThe study provides a comprehensive framework on consumer behaviour towards AR in online retailing. Further, the study proposes the future research agenda in the social side of AR, the dark side of AR, customer engagement, use of AR for experiential value and AR marketing domain.