Online Consumer Behavior Research Papers (original) (raw)

Online music streaming has become a rapidly increasing social phenomenon in past few years with as many as 103.1 million people currently paying for music streaming services worldwide. However, the literature highlights a specific issue regarding online consumer behaviour. Recent figures published by popular online streaming service providers show that the number of people that use music streaming services for free substantially eclipses this figure. Therefore, by using Ajzen’s (1991) Theory of Planned Behaviour Model, this study identifies which factors best determine a consumer’s willingness to pay for music online.
Through the use of quantitative, statistical methods, this study finds a strong association between a person’s age group and a willingness to pay for online music streaming. This study suggests that young people demonstrate a conscience for online music consumption activity due to an increased consciousness for normative social influences and are, therefore, more likely to engage in the social behaviour. Perhaps more importantly, this study demonstrates the usefulness of applying Ajzen’s (1991) Theory of Planned Behaviour Model to research within the social sciences due its demonstrated high construct validity in addition to its ability to explain the nature of social action within an Internet technology-related consumer behaviour context.
It is hoped that the findings of this study will be used to inform some of the key players within the music industries about taking a sociological approach to the understanding of online consumer behaviour. By gaining an understanding of the motivations behind a consumer’s willingness to pay for online music streaming, better marketing initiatives can be developed to improve the disparity between fee paying and fee free users.

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- Sociology, Psychology, Social Psychology, Music

The purpose of this research is to explore the role of online photography in creating experience value in nature-based tourism, and what types of experience value are conveyed through photography-based user-generated content. The paper draws from existing literature in defining tourism experience value as a subjective, inter-subjective and inter-contextual construct, performed by situated valuation practices. Consequently, the paper presents interpretive and participatory netnography as an effective method to investigate experience value, and identifies online photography on Instagram as both a valuing practice and a valuing place. Results show the capability of online photography-based UGC to create multidimensional values from strategic combinations of textual and visual content. Simultaneously, new dimensions of experience value are introduced, which exist beyond single tourism experiential encounters, but critically contribute to an iterative experience valuation. Finally, Instagram posts introduce valuation timelines that can elude linear models of pre/in-situ/post-experience valuation, and assume subjective and fluid connotations.

The rapid and extensive spread of the COVID-19 pandemic has become a major disruption in the life of people as well as their buying behaviour. The Indian government took several measures to contain the spread of COVID-19 by enforcing a number of measures across the country to contain the deadly disease. This paper investigates the change in consumer behaviour on food habits and dietary pattern; health and hygiene; work pattern; social interaction based on key demographic factors like age and household income. The study is based on an online survey undertaken in four metropolitan cities in India through a structured questionnaire with a sample size of 183 conducted in June-July 2020. The results confirm that COVID-19 impacted and changed the behaviour of city based consumers based on their income level and age with regard to buying of health or hygiene products and use of digital devices.

The authors investigate the moderating roles of brand equity and purchasing risk in the relationships between website cultural congruity (WCC) and two dependent variables: attitude toward the website (A ST) and trust in the e-vendor. An exploratory study identifies typical French website design elements (graphic design and layout factors) to use in a subsequent experimental study to manipulate WCC. The results reveal that the effect of WCC on A ST increases when brand equity is weak; for trust, both brand equity and purchasing risk act as moderators. The interaction between brand equity and purchasing risk reveals that WCC only influences trust when brand equity is weak. Overall, the results suggest that strong brand equity outweighs the effects of WCC in terms of improving site attitudes and reducing purchasing risk, with notable managerial and research implications.

- by Nitish Singh
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- Online Consumer Behavior, Global e-Commerce and Trade

Online shopping behaviour within the context of price comparison websites presents an interesting area of consumer behaviour, yet very little research has been done in this area. Hence, the focus of this paper was to critically explore the impact of online advertisement and customer service experience consciousness on young female shoppers' intention to use price comparison websites as a purchase decision-making tool within the online retail environment. Our sample consisted of 123 female respondents of the Tomas Bata University students in Zlín, Czech Republic. From the sample, we found out using the Partial Least Square approach to Structural Equation Modelling (PLS-SEM) that both online advertisement (Ads) and customer service experience consciousness are directly and positively related to online shoppers' intention to use price comparison websites. Hence, our two stated hypotheses were supported based on the outcome of the structural model. Apparently, customer service experience consciousness is a better predictor of female shoppers' intention to use price comparison websites compared to online advertising. Nonetheless, we have highlighted the need for a further research based on the study's limitations.

Addresses one of the fundamental issues of e-marketing. How the elements like reviews, ratings and blogs affect the online consumer behavior. Analyses of the factors affecting the online consumer behavior and examines how e-marketers can influence the outcome of the virtual interaction and the buying process for the consumers.
The factors which impact the modern consumer and their behavior have identified in this report. It shows and compares the old fundamentals and framework of marketing with the modern elements. The study of various scholars and research report is done to compute the framework for Factors Influencing Online Consumer Behavior.
The research explains the need of updating and modifying the frameworks for better understanding of the e-market and e-commerce sites. These e-markets have easy and fast buying process and has different online consumer behavior model as to satisfy the dynamic and frequently updating digital platforms and websites.

- by Mayuresh Konde PCA
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- Online Consumer Behavior, Digital Marketing, Reviews, Online Consumer Reviews

Consumer behavior in e-commerce platforms is one of the extensively researched area. Numerous studies in this field assessed consumer online shopping behavior from various aspects. However, literature review showed that most of the conducted studies do not carry out market segmentation analysis while accessing shopping behavior of online consumers. Therefore, the general conclusions made by these studies about consumer attitude, behavior, and decision-making process might not reflect actual behaviors of different consumer segments. In contrast to previous studies, this study initially carried out psychographic market segmentation analysis and found four different online consumer segments. Later, shopping behavior of each determined segment was assessed by using the developed behavior evaluation model. Findings of this study provide important information to e-retailers about the behavioral characteristics of each consumer segment. E-retailers can utilize this study findings to effectively allocate their marketing resources and design more successful marketing mix for each consumer segment.

This study is about determining the different consumer segments in online shopping platforms. Consumer segmentation is a marketing strategy which involves firstly dividing customers into groups based on their underlying characteristics, needs and interests, and then designing and implementing strategies to target them. One of the most common types of segmentation approaches is behavioural segmentation analysis in which consumers are grouped based on their certain behavioural characteristics such as decision making, spending, usage, etc. This study carried out behavioural segmentation analysis based on real e-commerce transaction records of 10,000 online customers and found five different types of online consumer segments which are opportunist customers, transient customers, need-based shoppers, skeptical newcomers and repetitive purchasers. Behavioural characteristics of each segment were discussed in detail and recommendations were made about how to approach to each segment in order to increase their online shopping rates. Understanding the behavioural characteristics of each segment will enable the selling companies to develop marketing strategies accordingly.

Using theories of sensegiving and sensemaking, I explore how people engage in word-of-mouth about stocks, which are conceptualized as epistemic objects. I draw on netnographic and interview data related to an online investment community, and find that people employ five broad types of word-of-mouth strategies – framing, cuing, connecting, action facilitating, and
unsettling – in giving sense about epistemic objects. I also identify the ways in which audiences respond to this form of word-of-mouth, as a part of a collective sensemaking process, and find that their responses pertain to the speaker, the account, as well as their own behavior. Finally, I develop propositions that describe the relationships between sensegiving word-of-mouth strategies and the responses they elicit. This research makes a number of conceptual contributions. It develops the concept of discursive response, an important component of networked word-of-mouth and a manifestation of engagement, and identifies the word-of-mouth strategies associated with higher volumes and types of discursive response. It generates knowledge about word-of-mouth processes. It also provides learning about collective sensemaking and sensegiving. Along with these contributions, this research offers important insights for managers and public policy makers, such as how to elicit online engagement and assist in the collective sensemaking process.

- by Andrew Smith
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- Online Communities, Word of Mouth, Sensemaking, Online Consumer Behavior

India is a combination of different cultures and communities, so as the marriages in India. Marriage is a long standing tradition in India, where it is the sacred union of heart and soul, and also the union of two families, the bride and the groom. There are some differences among the across the country with reference to the rituals to perform, according to their religion, caste, and region. And finding a partner largely depends on the social standing of the family, the caste and sub caste, educational qualifications, profession, skin colour, physical features and appearance. In many families bride's and groom's horoscope also matters. But due to the change in the gender roles, social concepts and values now most of the families are open to caste, religion, and even age etc. As the society is becoming more and more complex in terms of technology, and changes in life style, finding a match through the traditional channels like priest or family connections is becoming difficult. This has raised the growth of matrimony business in India. Technological advancements and lack of time to spend on sending and receiving the photos and CVs, most of the younger generation are preferring online matrimony sites. A report published on statista.com reveals that by the end of 2017 more than 20,00,000 people registered on online matrimony sites like Bhrath matrimony, Shaadi.com, Jeevansaathi.com etc. Keeping in mind the statistics, this paper discusses about the preferences of younger generation while choosing a matrimonial website. A conclusive research design was adopted, and a pre-structured questionnaire was used to collect the data from the younger generation people of age group between 21 and 38. The study revealed that Privacy and trustworthiness are the major aspects that both prospect groom or bride looking in a matrimonial site

- by rajanikanth reddy Mekala
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- Consumer Behavior, Online Consumer Behavior

Traditional grocery shopping has been the only option for UAE consumers to purchase groceries for a long time. However, the relatively new format, online grocery shopping is rapidly growing in popularity. Hence, consumers are presented with a completely new grocery shopping experience.
The purpose of this dissertation is to explore which variables influence consumers buying intentions towards online groceries. Quantitative data has been collected from questionnaires to identify the degree of influence each variable has on consumers who chose to buy groceries online. Online grocery shopping is growing in popularity. Hence, this dissertation gives insights relevant to practitioners and academics on why consumers experience a desire to purchase groceries online. The findings of this dissertation could help online grocery retailers to respond more efficiently to consumers’ needs and preferences.

- by Adnan Khatri
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- Online Consumer Behavior, Uae, E-grocery, E-Commerce

This research aims to test the influence of services quality, price, and consumer trust in the consumer loyalty of user-based transport applications (Go-Jek), case studies on students of STIE Sultan Agung Pematangsiantar with consumers satisfaction as mediation variables. The number of samples in this study was as many as 322 students acquired through non-probability sampling techniques by the purposive sampling method. The instrument used is an online questionnaire that is shared through social media and chat apps in the form of links. The test tool uses SEM analysis with the help of AMOS software. The results of the research and the hypothesis test show that variable price and consumer trust have a positive and significant impact on consumer loyalty. Furthermore, service quality variables are negatively influential and insignificant towards consumer loyalty. Consumer satisfaction variables are a variable of mediation between service quality relationships and consumer trust in consumer loyalty. Furthermore, consumer satisfaction is not able to do the price relationship to customer loyalty. The empirical findings indicate that to increase customer satisfaction and loyalty. The Go-Jek company should pay attention to the supporting factors in the selection of transportation services for consumers, such as service quality, price, and consumer trust. In the aspect of service quality, Go-Jek company need to design a sophisticated system as an effort to integrate the identity of Go-Jek service users with attention to consumer convenience procedures. Furthermore, the company should still maintain an existing pricing system and to maintain the trust of consumers should review the driver's hiring mechanism as a partner.

The focus of the research paper is to understand the development of consumer behaviour of online shopping and the competitor analysis in the Nepalese context.
The growing trend has struck the market of Nepal where lots of online shopping websites have entered and exited the market through course of time from 2000. The visibility of the online shopping in Nepalese market along with the people preference to purchase, the factors of the consumer behavior, the consumers in the Nepalese market and the competitors in the market of the online shopping industry along with their competition level shows the business and customer index in the market.
The theoretical studies proposed by the Kotler Model of Buyer Behaviour and Porter’s Model of Competitor Analysis gives a scenario of the customer and the business background in the market. Thus the dimensions of the business are also elaborated from the B2B to M-Commerce businesses and from the elements of loyalty to the elements of trust of the consumers.
Study focuses on both the dimensions of quantitative and qualitative approach with the descriptive study method which helps to designed for the research progress and completion. It also gives the ideal set of boundaries for the research to be initiated by setting the sample size from the population to utilizing the tools for analysis using SPSS and setting the limitations for the studies. The data which was collected from the respondents through survey and the interview were interpreted and analysed with results which were then proposed as the findings.
The overall research shows the consumer behaviour of the online shopping in Nepal as well as the competitor analysis within the market. The use of internet is favoured more on social sites and study sites rather than shopping sites. The product which is visible easily is more preferred by the customers. The trust issues are still vulnerable for the business of online shopping. Awareness is shown by the consumers when exposed to tangible promotions. And people tend to follow their traditional method and are influenced with the decision making of their companion. Finally, the competitive market is generally focusing on their own survival rather than bringing a huge change.
The outcome of this study would contribute in the phenomenon of encouragement of potential marketers, to penetrate the barriers as well as to the existing marketers who would want to retain their customers.

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities...

- by Anna Morgan-Thomas
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- Marketing, Social Media, Social Media Marketing, Engagement

Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on cus-tomers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.

- by Dr Omkar Dastane
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- Internet Marketing, Online Consumer Behavior, Online Business, Digital Marketing

This research aims to identify the antecedents and consequents of trust in the product review blogs in an emerging market, which possess different characteristics than developed markets. We adopt the definition of product review blogs (PRB) as those blogs, websites, or social networking pages that disseminate experiences and/ or information about products and services. We propose a model that incorporates individual characteristics and beliefs as antecedents of trust in the PRB and behavioral intentions as its consequence. Next, we conduct a questionnaire with 407 Brazilians who follow any PRB. We analyzed the data using structural equation modeling with partial least squares estimation (PLS-SEM). The results demonstrate the influence of trust in the PRB on users’ purchase intention, intention to follow blog recommendations, and intention to continue participating in the blog in an expressive emerging market. The trust in the PRB tends to have the PRB credibility as an antecedent. The findings suggest that subjective knowledge directly affects trust in the PRB and indirectly affects trust through PRB credibility, a mediating variable in the relationship between these variables. Our results reveal a direct and negative effect on PRB trust regarding susceptibility to informational influence. However, we also identify an indirect positive impact on trust in the PRB through PRB credibility. The results allow us to conclude that PRB credibility plays a central role in the antecedents of trust in the PRB in emerging markets.

Green marketing is also known as ecological marketing and environmental marketing. Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. In the modern era of globalization, it has become a challenge to keep our natural environment safe. And this is the biggest need of the time. Environmental pollution is a buzz word in today's business environment. Consumers are also aware of the environmental issues like, global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India and also in other developing and developed world, and is seen as an important strategy of facilitating sustainable development. In greenwashing a company promotes green-based environmental initiatives or images but actually operates in a way that is damaging to the environment or in an opposite manner to the goal of the announced initiatives. This can also include misleading customers about the environmental benefits of a product through misleading advertising. The general idea behind greenwashing is to create a benefit by appearing to be a green company. Even many energy companies, some of the world's biggest carbons emitters have attempted rebrand themselves as environmentally friendly. The tools used in greenwashing can include press releases about green projects or task forces put into place, energy reduction or pollution reduction efforts, and rebranding of consumer products and advertising materials. In actuality, the company or group may be operating in damaging ways or may simply be unwilling to make a meaningful commitment to green initiatives.

- by DR. RAKESH KUMAR
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- Marketing, Advertising, Green Marketing, Environmental Sustainability

L’objectif du mémoire est l’identification des traits spécifiques et des apports liés à l’application des outils e-marketing au processus de planification, prise de décision et réalisation de la stratégie marketing de l’entreprise et la découverte des conditions de développement des activités e-marketing à partir de l’étude du marché slovaque en ligne. Le mémoire est divisé en trois parties. Il contient 10 tableaux, 2 graphiques, 8 images et 5 annexes. Le premier chapitre offre une vision complexe des méthodes et outils e-marketing où l’accent est mis à leurs spécifiques et enjeux. Dans le deuxième chapitre, l’auteur essaye d’éclairer les principes de fonctionnement et possibilités d’application des produits e-marketing au niveau du tactique marketing. Troisième chapitre est constitué d’une analyse complète du marché slovaque en ligne et son objectif est d’évaluer le niveau d’adoption des outils e-marketing par les entreprises slovaques et leurs application pendant la communication marketing et étude du marché en ligne. Les résultats de recherche montrent de nombreuses avantages résultantes de l’intégration des tactiques e-marketing dans le processus de prise de décision stratégique, aussi que plusieurs niches du marché média et marketing en ligne en Slovaquie.

- by Maja Vasilova
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- International Marketing, E-Marketing, Online Consumer Behavior, E WOM

Although online behavioural advertising is already quite popular among marketers, users’ privacy concerns increase due to limited control over personal information and when they targeted by irrelevant ads. While social media platforms are the most prevalent concerning this type of advertising, due to the rising popularity of music streaming services, marketers have started to extend their advertising on those services, e.g., Spotify.
This is a user-centric, qualitative study that examines the effects of online behavioural advertising contextual patterns on users’ privacy concerns, with a single case study on Spotify including in-depth interviews on users’ behaviour and privacy concerns. The findings from study show that Spotify’s users have context-related privacy concerns, especially when it comes to unclear information flow, irrelevant personal information requests, and little or no benefit from sharing personal information.

- by Hazal Yazıcıoğlu
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- Privacy, Advertising, Online Consumer Behavior, Spotify

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

- by Laurence Dessart and +2
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- Social Media, Social Media Marketing, Engagement, Online Consumer Behavior

Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.

- by Dr Omkar Dastane
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- Internet Marketing, Online Consumer Behavior, Online Shopping, Big Data

The objective of this study was to investigate the factors affecting online shopping. The study was conducted by using both primary and secondary data. The primary data were collected through the survey conducted in Colombo and Gampaha districts and, pre-scheduled questionnaires were distributed among a sample of 250 respondents those who have internet access. Findings revealed that the trust and security of the web site and the product type is the prominent factors to take the online purchase decision by the customer and most of the customers who purchase offline, consider web presence of the company as an information source.

- by Bimali Wijesundara
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- Online Consumer Behavior
- by parsa sade
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- Trust, Virtual Community, E-Marketing, Online Consumer Behavior

Purpose: This study investigated the impact of key factors such as service quality, perceived benefit and brand familiarity on a consumer's intention to order online food delivery (OFD). In addition, mediating effect of electronic word of mouth (e-WOM) between relationships among selected key variables and OFD purchase intention is also assessed. Research design, data and methodology: This explanatory, quantitative study employed convenience sampling and collected data through online structured questionnaire from 304 respondents who are users of OFD apps based in greater Klang valley region of Malaysia. The data was then subjected to normality and reliability assessment followed by confirmatory factor analysis, validity assessment and structural equation modelling using IBM SPSS AMOS 24.0. Results: Findings revealed that service quality, perceived benefits and brand familiarity affects purchase intention positively and significantly. Perceived benefits demonstrated highest impact on purchase intention followed by brand familiarity and service quality. Findings also suggest that e-WOM fully mediates relationship between brand familiarity and purchase intention, however, the same was not observed for remaining two variables. Conclusions: The study has enriched OFD literature by investigating impact of selected key factors on purchase intention in the context of OFD. Implications, limitations and future research avenues are then discussed.

- by Dr Omkar Dastane
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- Marketing, Information Technology, Internet & Society, Consumer Research
- by jeff lai
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- Marketing, Communication, Social Media Marketing, Online Consumer Behavior

Nowadays, communication technologies have been developing rapidly. This development causes people to use internet and web tools more and more. We can say that all kind of habits turn into online environment. We can manage many things through online channels. Of course, social media is the most frequently used among these online channels. Social media is also frequently used by consumers and this channel plays a very effective role in consumer behavior.
In this study, we will try to explain some related definations and the relationship between consumer behavior and social media.

L'introduction de mon mémoire original d'HDR, soutenue le 9 décembre 2019.

The Technology Acceptance Model (TAM) was employed in order to predict consumers’
intentions to buy online. Initial TAM latent variables were used and indicators were adapted
for the purpose of the study. Measurements’ reliability and validity are tested in the study.
What differentiates this study from other TAM-based studies is the control for the effects of
socio-demographic variables: gender, education and income. TAM initial associations were
tested for statistical significance, when the effects of gender, education and income were
controlled for. The results of the PLS-based structural equation modeling indicate that TAM
original associations among variables are significant, regardless of the socio-demographic
variables employed in the model. This study once more confirms the predictive power of TAM
in explaining and predicting online buying behavior.

The purpose of this chapter is to introduce the Five-Sources Model of Brand Value that illustrates the importance of functional, emotional, self-oriented, social, and relational brand consumption experiences helping different organisations get a clear sense of where they can add value to their marketing communication strategies on social media. The model is consumer-centered and is grounded in consumers' experiences collected through interviews and Facebook focus group. This chapter is based on an ongoing project that first started as a Masters research in 2011. It has continued with conferences and academic papers, in conjunction with consulting and lecturing on social media applications in New Zealand business and education context.

Millions of people are using online dating sites to
seek for partners in this era of digital technology. Dating sites
are commonly used by people all around the world. There are
various risks of meeting potential mates online. This paper
investigates the negative impacts brought by online dating,
and to what extent do they affect online users. It is discovered
that there are eight main harmful aspects impacting the
people and society.
Keywords: online dating, risks, virtual relationship

- by Angel Wong AnKee and +1
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- The Internet, Online Communication, Online Consumer Behavior, Online Dating

With eSports' ever evolving market presence, an understanding of needs of every stakeholder in the industry is required. With that in mind, segmentantion of the target audience is performed and compared with that of traditional sports audience. The purpose of this research is to come up with new, innovative business models for cultivating and reaping the benefits of this highly competitive and versatile industry.

- by Toni Blažević and +1
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- Sport Marketing, Online Consumer Behavior, Business Model Innovation, Business Model

Internet has over the years developed to a platform where more and more companies and organizations control their businesses. Consumers are spending considerably more time shopping online in general compared to only a decade ago, and the numbers are still increasing. The main purpose of this research is to bring out which factors are most important and most correlated with the intention to purchase online. In order to get an answer to the question this study used a deductive approach where previous studies within the area was carefully looked into and the most important factors for intentions to shop online in other studies were used to see how they were related to the intentions to purchase online and which factors that were more important than others. A quantitative approach was applied and a survey was constructed to send out to 383 students of three universities in Malaysia. The results indicated the importance of perceived usefulness, perceived ease of use, trustworthiness, and time pressure on consumer intention to shop online.

- by Sanaz Kavianpour
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- Trust, Online Consumer Behavior, Online Shopping, E-Commerce

"The adoption of online buying, as an alternative way of traditional buying, can result in either
continuance or discontinuance of such behavior. Consumers’ intention to continue buying online is
modeled according to ECM-IT framework, where behavioral intention is mainly determined by
consumers’ satisfaction and perceived usefulness of using the Internet for buying goods and services.
Satisfaction is a function of consumers’ confirmation of initial expectations. Developing ECM-IT
framework for the purpose of this study, consumers’ expectations confirmation and satisfaction are
decomposed according to the stages of online buying process: pre-purchase, purchase and post-purchase
stage. Thus, new measurements are adapted for the purpose of this study and their reliability and validity
are assessed within the paper. A PLS-based SEM analysis tests and validates the proposed relationships
between the model’s eight latent variables. Findings suggest that the main determinants of consumers’
intention to continue buying online are post-purchase stage satisfaction and consumers’ perceived
usefulness of online buying. Satisfaction is measured as a transaction-specific satisfaction with the
delivery, returning policies and post-purchase customer relationships, and consumers’ perceived
usefulness of online buying. "

- by Claudia Iconaru
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- Customer Satisfaction, Online Consumer Behavior, Expectations, Online Buying

This research examines the buying behavior of online consumers during the COVID-19 in Punjab, India. We use a quantitative approach and rely both on primary and secondary data sources. The primary sources include a structured questionnaire, and the secondary data were collected by reviewing the relevant and existent literature using online search engines. The results indicate that three major online payment methods (e.g. Debit Card, Cash on Delivery (COD), and Net-banking) were the most often used for making an online purchase amid the outbreak of the pandemic. The research has also discovered that three variables (e.g.

- by Hamayun Khan
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- India, Online Consumer Behavior, Consumer Buying Behaviour, Consumer Behaviour

Many past studies have reinforced the impact of web atmospherics on online consumer behavior. They have well captured the influence of task-relevant and mood relevant cues of the websites but there also exists another phenomenon of transportation into a narrative world using visual imagery cues. Today, Luxury brands are trying to outreach their consumers through an online website. With this objective, these brands are employing innovative solutions to improve the web atmospherics of their website. Our study tries to validate the psychological cues which create immersion into the narrative world and its impacts on online consumption behavior. This paper shows which are the website elements that the luxury brands are leveraging in order to enhance user engagement and make the user feel absorbed with the narrative conveyed by their websites.

- by RAKESH ROUSHAN and +1
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- Consumer Behavior, Marketing Research, Consumer Research, Online Consumer Behavior
- by Michael Stefanone
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- Psychology, Cognitive Science, Social Media, Online social networks

Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships between firms and customers. However, there have been no systematic attempts to review the antecedents of CEB on social media despite wide recognition of its importance. Using a systematic literature review method, we provide an in-depth analysis of the extant empirical literature on CEB in relation to social media platforms. Results indicate that there are five key antecedent causes and these are identified in the literature as: (1) social links; (2) ownership-value; (3) search for information; (4) involvement; and (5) functionality. These represent the key antecedents of engagement for firms using social media. Our review is the first to bring together an in-depth secondary data analysis of the antecedents of CEB in social media platforms. We subsequently identify three epistemological tensions within the corpus, and suggest directions for future research in order to advance the understanding of CEB in relation to social media.

- by John Harvey
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- Marketing, Social Networks, Services Marketing and Management, Social Media

- by Zainudin Johari
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- Computer Science, Internet Marketing, Online Consumer Behavior, Online Business