Multichannel services Research Papers - Academia.edu (original) (raw)

2025, The Impact of Electronic Word-of-Mouth (eWOM) on Consumers’ Purchase Intention

In a world where individuals are surrounded by virtual environments and digital content, the various impacts of this space on people’s lives and decisions are undeniable. Simultaneously, advertising in this realm plays an essential and evident role by introducing products or services to consumers and persuading them toward purchase decisions. However, in recent years, low-quality advertising has led to consumer distrust in Iran. Amidst this, conversations and discussions occurring within social networks seem to play a significant role.
Given this context, the present study aims to investigate the impact of electronic word-of-mouth (eWOM) on consumers’ purchase intention for electronic products, along with several influencing factors. This research is applied and descriptive in nature, and the data collection tool was a questionnaire. The statistical population comprised all customers of Tehran's Grand Bazaar who were exposed to eWOM prior to making a purchase. A convenience sampling method was employed, resulting in the analysis of 363 completed questionnaires. Structural equation modeling (SEM) was used to assess the data. The average extracted variance (AVE) values were above 0.50, indicating acceptable convergent validity of the model.The results revealed that the variables of consumer expertise, source expertise, and frequency of eWOM had standardized regression coefficients of -0.208, 0.393, and 0.175 respectively, in relation to perceived credibility. Furthermore, perceived credibility demonstrated a significant correlation with purchase intention with a coefficient of 0.564, as all t-values exceeded 1.96. The findings also showed that an increase in consumer expertise leads to reduced trust in eWOM, and vice versa. Moreover, the perceived credibility of eWOM serves as a mediating variable in the relationship between the study variables and purchase intention.

2024

Die Globalisierung, das prägende Element des wirtschaftlichen Strukturwandels der letzten Jahrzehnte, wurde lange Zeit durch Warenströme und Produktionsaktivitäten getragen. Erst in jüngerer Vergangenheit wurden die Märkte für den Dienstleistungsbereich langsam geöffnet. Die neuen Möglichkeiten des Zugangs zu bisher verschlossenen Märkten bei gleichzeitigen Saturierungstendenzen in den Heimatmärkten der hochentwickelten Länder in Nordamerika und Westeuropa begünstigen seit den 1990er Jahren so auch die internationale Expansion großer Einzelhandelsunternehmen. Allerdings stoßen die Unternehmen bei der internationalen Expansion auf andere Herausforderungen als bei einer nationalen Marktdurchdringung. Global operierende Konzerne mit sich immer stärker ausdifferenzierenden Unternehmenskulturen sehen sich nicht selten mit konträren, lokalen Besonderheiten in den Zielländern konfrontiert. Im vorliegenden Sammelband wird auf die spezifischen intern steuerbaren und externen Erfolgsfaktoren ...

2024

Electronic word-of-mouth (e-WOM) is a marketing communication instrument that influences many purchasing decisions. In the context of e-WOM, most information comes from unknown individuals, making it difficult for readers to choose accurate information. Source credibility is considered as a guide for assessing accurate information. This study adopts source credibility models and source attractiveness models to identify the effect of source credibility on purchase intentions. The results in this study show that source expertise, source trustworthiness, and source homophily have a positive effect on purchase intention. In addition, this study adopts elaboration likelihood models to identify the role of consumer involvement in moderating the effect of the characteristics of source credibility on purchase intentions. The result is that consumer involvement does not moderate the influence of source expertise, source trustworthiness, and source homophily on purchase intention.

2024, Zenodo (CERN European Organization for Nuclear Research)

We discuss a new multichannel coordination and scheduling challenge called the Multichannel Scheduling Cost (MSC). It is caused by the inability of the control channel to schedule simultaneous transmissions resulting in data channels lying idle and their bandwidth underutilized. As a result, wasted bandwidth increases as the number of data channels increases. To address this challenge, a cyclic scheduling Algorithm (CSA) is proposed. It employs one dedicated signaling channel and 4 data channels. It is premised on a proactive channel reservation scheme which reduces the idleness of channels. The scheme ensures that data channels are reserved while they are still busy. The data channels are reserved while their remaining transmission duration is equal to the virtual carrier sensing duration. This gives the next pair sufficient time to reserve the current data channel before it becomes available, limiting the MSC to the first cycle. The simulation results show a performance benefit of the CSA scheme in addressing the effects of the MSC.

2024, Journal of Business Research

Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumers tend to rely on referrals from other consumers who already have experiences with that service. Thus, companies are eager to stimulate such referrals and improve their effectiveness. To this end, this research investigates how consumers' linguistic framing of service recommendations influences recipients' attitudes and behavioral intentions. Specifically, this study focuses on one key dimension of language-its abstractness (vs. concreteness)-and hypothesizes that the effect of language abstractness on referral persuasiveness depends on recipients' prior knowledge about the service in question. The results of two experiments in the context of financial and medical services demonstrate that abstract language is more effective than concrete language for recipients with high prior knowledge. Moreover, this research shows that recipients' engagement in mental imagery processing is that makes abstract language more effective for those with high prior knowledge. This articles ends with a discussion of the study's implications for academic research, social communication and service management, along with its limitations and future research directions.

2024, Pacific Business Review (International)

Smart consumers do thoughtful shopping practices by actively searching information relating to products/services with the intention of saving time, money and effort during their purchase process. The tremendous growth in information technology followed by lockdowns in Covid 19 accelerated the use of digital platforms in shopping and this has catapulted consumers' power over the market and modified traditional smart shopping habits. At the same time, after the economic and social paralyse caused by the pandemic, people started to show their inherent urge to go outside for physical shopping. In this backdrop this research is an attempt to know and measure the influence of various factors that are contributing to the consumers' online search for information and corporal visit at the shops for purchasing, known as webrooming behaviour. This research also shed light on the extent to which web roomers believe that webrooming behaviour in the 'newnormal' is impacting their perception about smart shopping. As per the research, webrooming experiences engender the feeling of savings in time, effort, money, utility and empower to do the right purchase. Again, the webrooming behaviour echoed a significant favourable impact on the smart shopping perceptions of consumers. Likewise, it was able to prove that webrooming behaviour in the new normal stimulates smart shopping perception. Above all, irrespective of the demographic variables under study, consumers' smart shopping perception get influenced by their webrooming behaviour. Therefore, in this new normal scenario, retailers must develop efficient strategies that include updated websites and enticing store environments to combat the webrooming behaviour of smart customers.

2024, International Journal of Production Economics

2024, Sustainability

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results offer suggestions for multichannel retailers to deal with showroomers visiting their stores to try to turn them into buyers.

2024, International Journal of Research in Marketing Management

Purpose: The intent of this study is to explore the linkages between online
comments and smart phone choice.
Design/methodology/approach: A robust interdisciplinary literature review was
conducted following a step-by-step search from a number of indexed databases.
The first search was based on selected key words. Later themes which were
germane to the research study used as the search criteria. After screening and
reviewing 413 research papers, 71 research papers were selected based on some
inclusion and exclusion criteria.
Findings: The outcome of this study is a linear framework in which all the five
constructs are linked in a sequential manner namely motives to seek online
comments, content of online comments, perceived credibility, perceived
helpfulness and smart phone choice to explore the nature of smart phone choice
process after reading online comments. This paper also identifies gaps and
suggestions for the same.
Research limitation/ implication: This research study does not extend an
understanding on prelaunch smart phones‟ choice because online comments for
such smart phone are not available on product review websites. This study not
only provides an overview of the current status of knowledge within the domain
of consumer network and buying behavior, but also serves as a salient guideline
for future research directions.
Originality/value: This is a first kind of study which explores the choice of a
mixed category product based on online consumers experience in emerging
market such as India

2023, Springer eBooks

Bibliografische Information Der Deutschen Bibliothek Die Deutsche Bibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Daten sind im Internet über <http://dnb.ddb.de> abrufbar. Dieses Werk ist urheberrechtlich geschützt. Die dadurch begründeten Rechte, insbesondere die der Übersetzung, des Nachdrucks, des Vortrags, der Entnahme vonAbbildungen und Tabellen, der Funksendung, der Mikroverfilmung oder der Vervielfliltigung auf anderen Wegen und der Speicherung in Datenverarbeitungsanlagen, bleiben, auch bei nur auszugsweiser Verwertung, vorbehalten. Eine Vervielfliltigung dieses Werkes oder von Teilen dieses Werkes ist auch im Einzelfall nur in den Grenzen der gesetzlichen Bestimmungen des Urheberrechtsgesetzes der Bundesrepublik Deutschland vom 9. September 1965 in der jeweils geltenden Fassung zulässig. Sie ist grundsätzlich vergütungspflichtig. Zuwiderhandlungen unterliegen den Strafbestimmungen des Urheberrechtsgesetzes. springer.de

2023, Decision Sciences

This paper examines whether customer use of virtual channels varies with the type of service activities (e.g. information search, transactions) they engage in. Based on data from a multichannel bank, we first investigate the impact of customer distance to the nearest branch on the degree of use of virtual channels (internet and phone, aggregated), for different types of activities. Second, when customers do resort to virtual channels to conduct activities, we look at their relative channel preferences (internet vs. phone) for different types of activities. The results inform design decisions about which activities to offer through virtual channels.

2023, International Journal of Nonprofit and Voluntary Sector Marketing

This study reexamines the Theory of Reasoned Action (TRA) in a culture with higher uncertainty avoidance and power distance and analyzes how homophily and the ability (expertise) of word of mouth (WOM) sources impacts on the consumer attitudes and purchase decisions with respect to such high risk credence products as college selection. Using an interpretivist approach to model building, the study comprises forty-one interviews, finding that WOM made a significant impact on attitudes but not on purchase behaviors. Homophily with friends was regarded as an important factor at the search stage but strong ties were more important in the purchasing of the product. Expertise and the credibility of the WOM played a significant role in generating trust in WOM, resulting in attitude change, although with a minimal impact on purchase behavior. The article concludes with implications for practice.

2023, RePEc: Research Papers in Economics

2023, International Journal of Retail & Distribution Management

PurposeGrounded on the concept of a value trade-off, the authors of this study seek to address the question of why some people visit an offline store before purchasing online. The authors offer a novel perspective by identifying and describing the perceived value drivers (benefits and sacrifices) associated with showrooming in the context of the branded apparel segment.Design/methodology/approachData collected from 318 showrooming customers were analysed in the context of the proposed perceived value framework using the structural equation modelling method.FindingsThe results showed that enhanced product evaluation, monetary savings, smart shopper feelings and perceived enjoyment (positively) and search costs and online risk (negatively) influenced consumers' showrooming value perceptions as benefits and sacrifices associated with showrooming. Only perceived consumption delay emerged as insignificant. As expected, perceived showrooming value was identified as an important driver...

2023, SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS

We could find the existing of many e-commerce and market place in Palembang, such as MatahariMall.com, Zalora, Lazada, Tokopedia, Blibli, Shopee, Elevania and Bukalapak. To win the competition and build a sustainable competitiveness, those e-commerce and market place need to hold the key factors of online purchase decision. This research purpose is to investigate online shopping experience, word of mouth and web brand image affect to web trustworthiness and whether purchase decision affected by web trustworthiness and online shopping experience. The data taken from questionnaires that distributed to 100 respondents in Palembang. This research analyzed by using Structural Equation Modelling (SEM). The results show a positive influence between online shopping experience and branding image to web trustworthiness. Word of mouth does not have influence to web trustworthiness. The result found that positive influence between web trustworthiness to purchase decision, whereas online shoppin...

2023, Iqra University

Nowadays Word of Mouth communication is one of the most important tool for both customers and companies. Customer flow of information is mostly done through word of mouth. Favorable Word of mouth is a more effective tool to get more and... more

2023

E-Commerce als ein reines Verkaufs-und Vertriebsmedium zu begreifen, greift sicherlich viel zu kurz und wird dem darin enthaltenen Innovationspotential nicht gerecht. Vielmehr muß E-Commerce als eine völlig neue Plattform für ein integriertes, kundenorientiertes Marketing verstanden werden, mittels dem sich die Bedürfnisse der Konsumenten in einer Art und Weise berücksichtigen lassen, wie es noch bis vor kurzem in einer Massenkonsumgesellschaft nicht möglich schien. Gleichwohl können die teils euphorischen Prognosen-erst kürzlich wurde bei dem European IT-Forum in Paris für die Europäische Union ein E-Commerce Umsatz von 200 Milliarden Euro schon im Jahr 2000 vorhergesagt 2-nicht über die nach wie vor zahlreichen Unsicherheiten und einem gewissen Mangel an Vertrauen vor allem auf Seiten der Verbraucher hinwegtäuschen. Über die zentralen Akzeptanzfaktoren, über mögliche Hemmnisse und Vorteile des elektronischen Handels und zwar sowohl auf Seite der Händler als auch auf der der Käufer bestehen gegenwärtig aber noch unzureichende Erkenntnisse. Relativ offensichtlich ist, daß aus Sicht der Käufer den Vorteilen (z.B. Einkaufsparadies, das frei von zeitlichen und räumlichen Restriktionen bequem erreicht werden kann) auch spezifische Nachteile (vor allem die Sicherheit im Zahlungsverkehr, aber auch persönliche Risiken, unzuverlässige Lieferung etc.) gegenüber stehen. Diese Unsicherheiten sind ein wesentlicher Grund dafür, weshalb der Großteil der (potentiellen) Konsumenten bisher nicht kauft, sondern vor allem an Informationen über Produkte und Dienstleistungen interessiert ist (sog. Browsers). Sie besuchen die Websites von Herstellern und Händlern, um Informationen zu akquirieren, die der Untermauerung der Kaufentscheidungsprozesse dienen (prä-und post-consumer behavior). Doch auch wenn der eigentliche elektronische Kauf von Produkten und Dienstleistungen einen vergleichsweise noch geringen Anteil ausmacht, kann für die Marketingkommunikation das Netz schon heute eine wichtige Anlaufstelle für Informationszwecke sein. Browser und Non-Shopper sind potentielle Zielgruppen, die erreicht werden wollen und müssen, ebenso wie versucht werden muß, die Purchaser zu halten.

2023, Beiträge zur betriebswirtschaftlichen Forschung

2023, Cyberpsychology: Journal of Psychosocial Research on Cyberspace

Online reviews are an important information source in decision-making processes. Basing decisions on online reviews, however, requires consumers to trust. Consequently, studying trust has become a major research concern. This article provides an integrative literature review of 70 articles published between 2005 and 2021 that, using both quantitative and qualitative approaches, investigated which factors affect trust in the context of online reviews. Results show that research examined 77 different factors for their effect on trust. For most factors—such as integrity of reviewer, quality of argument, and consistency of review with other reviews—, the findings are relatively distinct. The impact of some other factors—such as homophily, two-sidedness of reviews, and emotionality of reviews—is less clear. To synthesize and systematize the results, I develop a conceptual framework based on a model of the online review process. This framework identifies six groups of factors, namely fact...

2023, Mediterranean Journal of Social Sciences

Many studies demonstrated that Internet penetration and time spent online increased considerably in Turkey. However, there are not enough studies focusing on users attitudes towards e-Word of Mouth. E-Word Of Mouth is seen as more credible than other marketing communications since it comes directly from other consumers. eWOM shows high accessibility compared to traditional WOM, therefore its tools such as online recommendations, reviews or product ratings, are used more often and it makes eWOM more powerful. Thus, it is important to understand online users' behaviors, particularly for those who participates in social networks and engage in eWOM in this environment. Clearly findings in this area will help and facilitate marketer's media selection to reach out its potential customers and align their marketing efforts in most efficient way. This study examines user's attitudes towards eWOM and looks at factors influencing eWOM. An online survey conducted among Internet users provides further evidence for increasing popularity of eWOM and demonstrates the power of eWOM in Turkey.

2023, Journal of the Academy of Marketing Science

Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyed. Building on the literature, this article offers a model of active interpersonal information search that is tested by using a method in which information seeker and source perceptions we re obtained. Source characteristics were important determinants of interpersonal influence, but seeker characteristics also played an important role. Interestingly, it proved useful to distinguish between demographic and attitudinal homophily of seeker and source as the former was inversely and the latter directly related to interpersonal influence. Information from noncommercial, personal sources has been found to be particularly influential in consumer decision making. Early sociological studies found that personto-person communication was more effective than impersonal media sources in changing opinions and transmitting information (Cantril and Allport 1935; Doob 1948; Knower 1935, 1936; Wilke 1934). Although commercial sources of information may be important in developing awareness, actual adoption of innovations usually has been found to be influenced strongly by word-of-mouth sources (Coleman, Katz, and Menzei I966; Katz and Lazarsfeld 1955).

2023, Decision Sciences

2023, International Journal of Retail & Distribution Management

PurposeFor consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.Design/methodology/approachSegmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.FindingsCross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase....

2023, Journal of Promotion Management

The purpose of this paper is twofold: first, to identify groups of omnishoppers based on their main motivations (usefulness, enjoyment, and social influence); and, second, to characterize the omnishopper clusters. To this end, we surveyed a sample of 628 customers of an omnichannel clothing store and analyzed the data using cluster analysis. The results reveal three different segments: reluctant omnishoppers, omnichannel enthusiasts, and indifferent omnishoppers; and significant differences in gender, age, income level, and omnichannel behavior among these segments. In contrast, we found no differences in the use of channels and devices. These results have theoretical and managerial implications.

2023, Review of Applied Management and Social Sciences

In Pakistan, consumers’ brand loyalty is changing due to emergence of advanced and modern marketing strategies. Therefore, the bricks and clicks businesses are facing allot of challenges because of deviating consumer behaviors in showrooming and webrooming modes. This study aims to explore webrooming as an appropriate strategy for developing brand loyalty for bricks and clicks businesses in Pakistan. The target population of this study was the consumers who purchased different online brands in Pakistan. The data was collected on a five-point Likert scale questionnaire and analyzed through Smart PLS 3.0. This research concludes that bricks and clicks businesses can utilize webrooming to develop brand loyalty by modifying consumer behavior through Instagram marketing. This contribution to the body of literature is remarkable as this area of research was not considered by any earlier studies in consumer behavior domains. The academic and marketing implications of this study are appropr...

2023, Multidiszciplináris kihívások, sokszínű válaszok

Customer experience is influenced by the total purchasing decision process starting at the need recognition and ending at the post-purchasing stage. The IT development of the retail industry provides an opportunity and at the same time forces retailers to implement multi-channel strategies and give their consumers the opportunity to use the channels that best suit their needs at a given time for an enhanced shopping experience. The purpose of the study was to examine how Hungarian respondents’ purchasing attitude influences channel usage preference (instore, online big- and small screen) at different stages of customer journey when purchasing high-value electronic devices. For this purpose, the paper first identified homogenous respondent groups based on purchasing attitude factors, then explored the differences in the channel preference patterns at different stages of the purchasing process in customer groups separated by purchasing attitude. The purchasing attitude was measured us...

2023, International Journal of Fashion Design, Technology and Education

The impact of COVID-19 on shopping behaviour preferences has resulted in the accelerated adoption of e-commerce and increased traffic of first-time e-commerce shoppers worldwide. This study compared experienced versus inexperienced mobile consumers' shopping experiences on smartphones. A mixed-methods research, combining mobile eye-tracking technology and interviews, was employed. The comparison of experienced and inexperienced users showed significant differences in regards to time spent on various stages of the shopping journey, used elements of the website and problem areas encountered. Inexperienced users have higher expectations towards fashion retailer's website. Mobile consumers' prior experience using retailers' digital shopping platform is a key parameter in user experience research and participants' recruitment. The findings of this research have managerial and methodological implications and can be used in understanding the behaviour differences between current and potential customers, and in developing personalised shopping experiences on smartphones by feeding these into retailers' digital analytics database and marketing strategy.

2023, Review of Applied Management and Social Sciences

2023, Journal of Business Research

A laboratory experiment examines the effects of electronic word-of-mouth (e-WOM) on consumer consideration and choice of an experience product. Specifically, we manipulated the number of consumer recommendations and the optimality of the recommended product in a realistic online shopping environment. The results indicate that e-WOM is likely to result in more time considering the recommended product. For consumers more motivated to process information, e-WOM recommendations lead to more time spent on the choice task overall. Further, consumers with less motivation to process information make suboptimal decisions based on e-WOM recommendations. Consumers with a high motivation to process information are willing to accept recommendations and switch from declared attribute preferences, but choose only optimal products.

2023, Frontiers in Psychology

Although webrooming has become common practice in omnichannel consumer behavior, only a few empirical studies have managed to shed light on the phenomenon. With this research work, we aim to investigate important antecedents of webrooming. We base our conceptual framework on anticipated utility theory and expect that customers’ anticipated utility from using the physical store versus the online store for purchase can be predicted by four groups of antecedents: psychographic variables, shopping motivations, channel-related variables, and product-related variables. With the help of a data set from a large cross-national online survey in which 1497 customers reconstruct their last purchase journey, we differentiate webroomers from pure online shoppers. In addition, we disentangle customers who used retailer-owned, competitor-owned, and independent touchpoints along the search and purchase phase of the customer journey in order to characterize webroomers in an omnichannel context and as...

2022

Der Onlinehandel ist ein mittlerweile fest etablierter Vertriebsweg, der insbesondere den inhabergeführten stationären Einzelhandel (ISEH) – und mit ihm die Innenstädte und andere Einkaufsstandorte – vor großeHerausforderungen stellt. Gleichzeitig kann der Multi- bzw. Cross-Channel-Vertrieb auch eine Chance für den ISEH darstellen, was allerdings voraussetzt, dass diese (Prozess-)Innovation im Vertrieb überhauptgenutzt wird. Anhand von drei Angebotsstandorten in Karlsruhe (Innenstadt, Stadtteilzentren Mühlburg und Durlach) behandelt der vorliegende Beitrag zwei Kernfragen: 1) Welche Relevanz hat der Online-Vertriebsweg bei den stationären (inhabergeführten sowie filialisierten) Einzelhandelsbetrieben an den drei Standorten? 2) Welche Einflussfaktoren bedingen die Adoptionsentscheidung von Geschäftsinhaber/-innen,zusätzlich in den digitalen Vertrieb einzusteigen? Hierzu wurde in den Untersuchungsgebieten eine standardisierte, mündliche Anbieterbefragung durchgeführt und ausgewertet. ...

2022, NUML International Journal of Business & Management

The study looks into the factors that influence electronic word of mouth, leading to goods and services purchases. By reviewing the reviews of other reviewers on the internet, this study attempts to determine which factors impact an individual's purchasing decision because most internet users consult reviews before purchasing things; both the quality and quantity of reviews matter for that specific brand. In this study, four independent variables (information quality, website trustworthiness, social ties, and number of reviews) each impact electronic word of mouth, which leads to client purchasing decisions. For this study, two hundred and sixty-one university students were used as samples. A basic random sampling approach is used because the data is collected solely from university students. Out of the four variables studied, only two (website credibility and number of reviews) have a meaningful relationship with the purchasing decision. The findings imply that electronic word ...

2022

Recent research about consumer webrooming behavior has conferred the importance and wide prevalence of this behavior and indicates the impelling need for the exploration of this emerging phenomenon in the omni-channel retail environment. The purpose of this study is to understand consumers' reasons related to channel attributes, acting as determinants and resistance factors for the consumers' intention towards webrooming behavior, based on the framework of the Behavioral Reasoning Theory (BRT). Design/Methodology/Approach: Using the framework of BRT, postulations related to webrooming behavior have been proposed. The postulations are based on the literature review on webrooming conduct in the omnichannel shopping scenario. Findings: The proposed model imparts understanding about webrooming behavior on the basis of consumers' reasoning and values underlying their attitude and intention towards webrooming behavior to provide a comprehensive view for understanding webrooming behavior in omni-channel retail environment. Implications/Originality/Value: This study contributes to the literature on the important research area of changing consumer buying behavior due to transforming retail structure, herein, the webrooming behavior, in the context of omni-channel retailing, in emerging economies.

2022, Führung von Vertriebsorganisationen

Marketing ist ein duales Konzept, welches einerseits als Leitbild der marktorientierten Unternehmensführung fungiert und andererseits eine operative absatzwirtschaftliche Unternehmensfunktion darstellt (vgl. Meffert et al. 2012). Marketing ist also auf einer ersten Ebene eine unternehmerische Denkhaltung, die Unternehmensziele dadurch zu erreichen versucht, dass sämtliche interne und externe Unternehmensaktivitäten konsequent am Kundennutzen ausgerichtet werden. Ein so verstandenes Marketing ist demnach nicht auf die Marketingabteilung beschränkt. Gleichzeitig ist Marketing auf einer zweiten Ebene eine operative Unternehmensfunktion und umfasst Elemente wie Produktmanagement, Preisstrategien, Werbung und Vertrieb (vgl. Binckebanck 2011). Das Verhältnis der beiden Ebenen zueinander wird in der Literatur klar definiert (vgl. Baumgarth und Binckebanck 2011c): Das Marketing gibt auf der Basis fundierter Analysen

2022, DECISION

The main feature of the Internet and e-commerce is electronic word-of-mouth (eWOM) through online reviews. As Internet users and their consumption of eWOM for product information overgrow in India, it is vital to examine the elements that influence the effectiveness of eWOM communication during COVID-19 pandemics. A systematic literature review has been conducted to assess the factors influencing eWOM in the online retailing context. The literature has been segregated into WOM, eWOM, the eWOM source credibility, eWOM message characteristics, eWOM platform, and outcome of eWOM adoption. The organised review provided a eWOM communication model and proposed an appropriate hypothesis to be tested. The finding concludes the significant relationship of eWOM determinants in building purchase intention, brand image, and attitude during COVID-19 pandemics. Previously conducted research examined the effect of source and message credibility; however, source homophily and website credibility in eWOM communication are rarely taken into account along with these constructs. This study will address more vigorous eWOM phenomena and empirical findings in the COVID-19 period. The study's findings will help practitioners manage the power of eWOM communication for all stakeholders.

2022, JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION

In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advan...

2022, International Journal of Retail & Distribution Management

Purpose The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the usage of mobile shopping applications. Design/methodology/approach A structured questionnaire was used to collect data from respondents who had used mobile shopping applications to make purchases. Data analysis was done using partial least square structural equation modelling. Findings The results show that self-efficacy and satisfaction have a positive impact on continuance intention; however, the same may not lead to advocacy. The results also show that some antecedents of self-efficacy and satisfaction at the post-adoption stage differ from the pre-adoption intention stage. Practical implications The findings of the study provide a better understanding of the factors likely to influence loyalty among customers using mobile shopping applications. The findings also provide valuable insights into the factors...

2022, Journal of Advertising Research

2022, International Journal on AdHoc Networking Systems

2022, Journal of Business Research

2022, International Journal of Data and Network Science

Word of Mouth also works as a primary determinant of people's positive attitude towards online shopping and retailers. Notably, people are more likely to spend online shopping if they trust online retailers. This study also focuses on the online retail industry in the United Arab Emirates. The Item Response Theory primarily supports the conceptual model of the current research. We employed a cross-sectional design and selected a sample of n= 304 online consumers. Results revealed that the relationships between Positive Word of Mouth, Brand Image, and Causal Attributions are strongly validated (p> 0.000). Besides, the relationships between. Product Quality, Brand Image, and Causal Attributions are also affirmed with the path value at 1.014 and significance value at p> 0.000. Moreover, we also found a potentially significant relationship between Positive Word of Mouth and Product Quality p> 0.000). We also affirmed that the relationship between Brand Image and Causal Attr...

2022, Journal of Retailing and Consumer Services

This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.

2022, Spanish Journal of Marketing - ESIC

Purpose The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test the moderating effect of gender on this relationship. Design/methodology/approach An original model is developed and tested with 628 omnichannel customers. A multi-group analysis is performed to compare the results between two groups: men and women. Findings The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups. Originality/value This study furthers the understanding of the importance of the new connected retail system and offers new insights for both...

2022

Das Modell von Warburton zur analytischen Untersuchung des Peitscheneffekts fur den Fall eines konstanten Nachfrageverlaufs fuhrt zu einer verzogerten Differentialgleichung, wobei die Einflussgrosen des Peitscheneffekts die Wiederbeschaffungsverzogerungszeit und die Lagerperiode sind. Die Wirkungen anderer Nachfrageprozesse auf die Losung der verzogerten Differentialgleichung und damit des Peitscheneffektes sind zu untersuchen. Dementsprechend ist zu zeigen, dass der Nachfrageprozess des Typs ' Autoregressiver Prozess erster Ordnung ' (AR(1)) die Losung der zugehorigen Differentialgleichung bestimmt und der Peitscheneffekt berechnet werden kann.

2022, Proceedings of the 2nd International Conference on Industrial and Technology and Information Design, ICITID 2021, 30 August 2021, Yogyakarta, Indonesia

Technology changes are impacted to all aspect of our life. In marketing called this period as the era of Marketing 4.0, which is a marketing approach that combines online, and offline interaction. This changes transformed the retailing landscape from offline become online and now online offline or omni-channel with click and mortar model. The strategy of omnichannel can have a interaction effect on retail, where a consumer's experience is properly enhanced through the simultaneous use of all available distribution channels as well as through perceived informativeness via online media, affordable via online at portable devices, and accessibility which make the experience unique and prompt consumers to shop comfortably anytime, anywhere. This paper aims to exploring the factors that have online and /or offline or Omni-interaction during the shopping for Omni-experience. The research was tested with a sample of data collected from a survey of omni-channel consumer. The finding indicate that the key determinants of omni-channel interaction has a significant impact on shopping experience mediating by perceived informativeness, affordable, and accessibility. The results contribute to the literature by providing a description of adoption omni-channel required understands consumers and their experiences, create comprehensive process of omni-channel retailing that makes it easy for consumers and retailer.

2022, Urbane Beobachtungen

2022, Market-Tržište

Purpose-This study aims to analyze ways in which uncertainty-related factors infl uence the inten on of webrooming, a cross-channel buying behavior. The authors suggest that four factors (uncertainty avoidance, risk aversion, an cipated regret, and the need for touch) differ in their nature and, therefore, may exert diff erent (direct or indirect) infl uence on the webrooming inten on.

2022, Marketing Review St. Gallen

E-Commerce ist in vielen Branchen bereits seit Jahren fest etabliert. In der Automobilindustrie hingegen starten Hersteller gerade erste Versuche, Neuwagen online zu vertreiben. Diese Studie ermittelt, welche Faktoren aus Kundensicht für oder gegen einen Online-Neuwagenkauf sprechen und was bei der Implementierung in der Praxis zu berücksichtigen ist.