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Purpose – This study examines consumer online purchase behaviour in the Nigerian fashion industry. Design/methodology/approach – A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry. Findings – Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour. Practical implications – Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society. Originality/value – Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

Research findings on the relationship between online purchase intention and actual purchase show inconsistencies, suggesting that intention alone does not adequately predict online purchasing behavior. Field data reveal that only 30% of consumers who express interest in an online product actually make a purchase, challenging the Theory of Planned Behavior (TPB) which asserts that intention significantly influences behavior. This study aims to enhance TPB by examining the moderating effect of consumer demography on the intention-purchase relationship. A survey of 450 internet shoppers was conducted, with data analyzed using Partial Least Square. Results indicate that online purchase intention, eWOM, and trust significantly impact online purchases, with eWOM and trust being fully mediated by online purchase intention. Demographic factors did not moderate the intention-purchase relationship but did influence the trust-purchase relationship. Trust also served as a moderator. Previous studies have explored the moderating effect of demography on factors influencing online purchase intention, but not on the intention-actual purchase relationship, which is the research gap this study addresses.

AbstractThis meta-analytic review conceptualises and synthesises the study factors related to this phenomenon to effectively comprehend online purchasing intention. This study’s "online purchase intention" concerns consumers’ propensity or likelihood to purchase via online channels. This review develops a conceptual framework that clarifies the aspects influencing online purchase intention by analysing pertinent data. The variables under investigation encompass usefulness, ease of use, congruence, trust, security, e-WOM and many other demographics and contextual factors. The potential moderators were also identified, and the moderating effect is validated in the study variable as framed in the conceptual framework. This review contributes to the field by offering valuable insights into the determinants of online purchase intention, enabling marketers and researchers to devise effective strategies to optimise consumer behaviour in the online shopping domain.

AbstractThis research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity; and consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase intention of Generation Z consumers in the context of social media. The research used a quantitative approach with a Likert scale questionnaire to collect the data from 280 Vietnamese Generation Z individuals. Statistical techniques, including Cronbach’s Alpha Test, Exploratory Factor Analysis, Confirm Factor Analysis, and Structural Equation Modeling, were used for data analysis. The findings indicated that Information Quality, Information Quantity, and Needs of Information significantly influenced Information Usefulness. Moreover, Information Quality, Needs of Information, and Attitudes towards Information had a significant impact on Information Adoption. Notably, Information Quality exhibited the strongest positive influence on both Information Usefulness and Information Adoption. The study found that Information Usefulness had a significant impact on Information Adoption and on Information Adoption had a significant impact on purchase intention. This result illustrated that information adoption and information usefulness act as partial mediators in the relationships between the independent variables and purchase intentions. This research distinguishes itself from previous studies by simultaneously identifying independent factors that affect Information Usefulness and Information Adoption. This provides marketers with better understanding the important of eWOM information on consumer purchase intention on social media. To address limitations and enhance the overall understanding of the research area, future studies should increase the sample size, diversify geographical representation, and conduct comparative analyses across different generational cohorts.

IntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping.MethodsUsing event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP).ResultsBy allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view.DiscussionThe study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers’ knowledge of their need satisfaction behavior.

Augmented Reality (AR) is an appropriate technology that allows users to place virtual products in their physical environment (e.g., a piece of furniture), helping them visualize the products before making a purchase. The objective of this study was to examine the comparison between AR mode and web-based mode in online shopping and the impact of six underlying mechanisms, which we have named AR attributes (interactivity, information, enjoyment, novelty, vividness, intrusiveness), on user experience and online purchase intention. To achieve this, two distinct electronic questionnaires were developed. The first group focused on the web-based mode, and 204 individuals who utilized the IKEA website participated. The second group focused on AR mode and 206 individuals who utilized the IKEA Place app participated. The collected data underwent analysis using structured equation modeling and multi-group analysis techniques, enabling a comparative evaluation of questionnaire outcomes. The comparison of the two modes revealed that when participants use the AR mode, interactivity and novelty have a positive and significant impact, while intrusiveness has a negative and significant impact on user experience and online purchase intention. It is important to note that this research was conducted in a developing country, and understanding people's shopping behavior and habits in such a context can unveil new aspects of the adoption of emerging technologies. These results have significant implications for retailers concerning the practical implementation of AR technology in developing countries, providing insights into its potential to enhance user experience and drive online purchase intentions.

Purpose – Online shopping around the world is growing exponentially, especially during the COVID-19 pandemic. This study aims to examine how an online customer's purchasing experience influences his/her buying intention and willingness to believe in fraud news, as well as the ripple impact of satisfaction and trust, with gender as a moderator in an emerging economy during COVID-19. Design/methodology/approach – Based on the underpinning of the stimulus-organism-behavior-consequence (SOBC) theory, the research model was developed, and collected data from 259 respondents using convenience samples technique. Next, the data were analyzed using partial least squares-based structural equation modeling (PLS-SEM), SPSS (Statistical Package for the Social Sciences) and Hayes Process Macro. Findings – The study results confirmed that the online shopping experience (OSE) has positive impact on customers' satisfaction (CS), purchase intention (PI) and customer trust (CT); CS has positive effects on trust toward online shopping and their future product PI; future product PI significantly affects customers' propensity to believe and act on fraud news (PBAFN). The finding also states that gender moderates the relationships of CS to PI, OSE to PI and PI to PBAFN, but doesn't moderate the CT to PI relationship. Originality/value – The study findings will assist policymakers and online vendors to win customers' hearts and minds' through confirming satisfaction, trust and a negative attitude toward fake news, which will lead to customer loyalty and the sustainable development of the industry. Finally, the limitations and future research directions are discussed.

In Malaysia, fast growth in e-commerce speeds a business need to understand and predict consumer online behavior in order to be more competitive. While the whole world is embracing big data analytics, many businesses in Malaysia, particularly those in the ecommerce sector, find it hard to harness these technologies to their benefit. The absence of specific predictive models and the complexity of socio-cultural diversity further complicate the efforts toward understanding consumer preferences. Therefore, this research tries to fill in some of the gaps by applying decision tree and rule-based algorithms to classify online purchasing behavior amongst Malaysian consumers. The study looks into the data from an online survey comprising 560 respondents with a view to demographic, factors influences, and purchasing behaviour. The performance of six machine learning models comprising J48, Random Tree, REPTree representing decision trees and JRip, PART, and OneR as rule-based algorithms was assessed. Feature selection, pre-processing, and SMOTE were applied in order to balance class inequalities of the dataset. The result indicated that the highest accuracy of 89.34% was achieved by the Random Tree algorithm, while the rule-based algorithm PART reached an accuracy of 87.56%. Results of these models open up the possibility of providing very important insights from a business perspective into consumer behaviour and thus offer actionable data which allows them to complete their job of finetuning marketing strategies and engaging customers. The current study contributes to the literature by highlighting decision tree and rule-based classification models as very useful in the Malaysian e-commerce context. These developed predictive models can serve as building blocks where businesses might know more about consumer behavior, personalize marketing, and reach operationally efficient levels. Future research may involve integrating other influencing variables and applying them across industries.

The rapid growth of social media users in Indonesia has prompted researchers to identify factors that impact consumer purchase intentions through advertising click activities, such as informativeness, entertainment, irritation, emotional appeal, credibility, and privacy concerns mediated by advertising attitude. This research examines how informativeness, entertainment, emotional appeal, and privacy concerns simultaneously influence attitudes toward advertising and purchase intentions. This study employed a quantitative approach through an online survey with a sample of 321 respondents residing in major cities in Indonesia. This study applied purposive sampling with individual criteria as Instagram users were exposed to ads within the last month, and the data were analyzed through structural equation modeling. The results of this study show that advertising attitude fully mediates informativeness, entertainment, emotional appeal, and credibility toward advertising clicks, which drive purchase intentions. Meanwhile, irritation and privacy concerns have a negative impact on advertising attitudes. This research proved that Incentives have a direct influence on purchase intention. Suggestions for future researchers need to consider the classification of ad product or service categories so that advertisers can better understand consumer behavior and provide ad impression effectiveness according to the target audience

Academic interest in understanding the impact of user-generated content (UGC) on consumer behavior in digital marketing has grown exponentially. However, we know little about the effect of UGC on customers’ online purchase intention from developing country aspects. This underpins the current study to examine the impact of UGC on the purchase intentions of university graduates in Bangladesh. With a convenient sampling approach, a structured questionnaire was provided directly to 400 respondents; 275 usable and complete responses were extracted for data analysis. Data were empirically validated using principal component analysis, reliability test, correlation, and Hayes PROCESS macro for regression and simple mediation analysis. The findings revealed that bloggers’ recommendations, online communities, and social media content positively and significantly influence customers’ online purchase intention. Brand image also directly impacts purchase intention and mediates the relationship between bloggers’ recommendations, online community, social media content, and online purchase intention. The results of this study will facilitate policymakers and online marketers in devising UGC management policies and digital marketing strategies. The study’s results may also help online marketers, sellers, and brand representatives to understand how to enhance brand image and amplify customers’ online purchasing behavior.

Online business (e-business) since the begging of pandemic, specially s-commerce has skyrocketed. Trust is something that makes consumers decide to shop online, and their behavior vary depending on the territory and culture. This research explores student attitudes towards the barriers that they face when shopping online in Croatia. The aim is to explore if there is a relationship between trust barriers in online shopping and online purchase intention among students. Further, to analyze whether those attitudes significantly differ between man and woman students. Also, previous researches state that a credible source influences consumer trust therefore we investigate if there is a significant relation between a credible source and the trust barriers in online shopping. Students' perception about trust barriers in online shopping were surveyed with a questionnaire in which 243 respondents participated. For testing the hypothesis descriptive statistics, Independent sample ttest, and Pearson correlation were used. Based on the analyzed data, results indicate that there is a significant relationship between the online purchase intention and trust barriers. Further, findings indicate that there is statistically significant difference between man and woman attitudes regarding trust barriers in online shopping. Also, credible source (micro influencer/celebrity) plays a significant role in the perception of trust barrier related to the inability to judge product or service quality online among participants. [ABSTRACT FROM AUTHOR]

Introduction: Consumer behavior on the Internet is influenced by factors that can affect consumers' perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers' implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping., Methods: Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP)., Results: By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view., Discussion: The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers' knowledge of their need satisfaction behavior., Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest., (Copyright © 2024 Pšurný, Mokrý and Stavkova.)

n recent decades, technological development has experienced significant acceleration, and smart devices are now widely available. Romanian e-commerce market, although ahead of countries like Greece, Portugal, Italy or Bulgaria, has still a long way to go before reaching its full potential. The purpose of this paper is to analyse the online shopping behaviour of Romanians. For this, we analyzed statistic data on internet access and online purchases and discussed the findings of an online purchase behaviour survey of 580 Romanian respondents. The main findings of the survey suggest that, while 64 percent of respondents prefer online shopping to the classic non-virtual shopping, the top three risks that worry potential online Romanian buyers are: fake online reviews, uncertain quality of goods, and unreliable match. 5G technologies, ultra-fast smart devices, lack of borders in online commerce are already present, so the future belongs to those who will know how to adapt and anticipate the needs of online shoppers.

Background: User-Generated Content (UGC) videos have received considerable attention in recent years thanks to their great potential for buyers and sellers. However, the effect of this content on consumer behavior remains unclear, especially in the context of developing countries (e.g., Vietnam). By applying the Stimulus-Organism-Response model (S-O-R model), this paper examines the effect of UGC videos on online purchase intention. Moreover, the mediating role of cognitive responses, consisting of perceived credibility, perceived diagnosticity, and mental imagery, is also examined to offer valuable insights to businesses, enabling them to leverage and effectively promote the trends of UGC videos. Method: A convenience sampling method was employed to collect the data. A total of 318 valid respondents participated in this survey. The data was analyzed with the Partial Least Squares Structural Equation Modeling method (PLS-SEM). Results: The findings show that UGC videos have a direct impact on online purchase intention. This paper also verified that cognitive states mediate the relationship between stimuli and subsequent behavioral intentions. Conclusion: Our research findings enrich the literature on consumer's online purchase intentions by applying the S-O-R framework by highlighting the role of cognitive responses, and improving generalizability by contributing additional consumer behavior findings in developing Asian nations. Moreover, this paper offers businesses insights into the formation of customers' purchase intentions while watching UGC videos. Based on that, this paper raises practical recommendations regarding promoting the UGC video trend and creating UGC videos effectively to improve the cognitive states perceived by customers, including credibility, diagnostic value, and mental imagery. [ABSTRACT FROM AUTHOR]

Electronic word of mouth (eWOM) on social networking sites (SNS) has become crucial in shaping online consumers’ purchase intentions, reflecting the growing reliance on rich nature of user-generated content and recommendations shared on these platforms. This study aims to investigate the intricate relationships among different factors of eWOM information, including information credibility, information usefulness, information adoption, attitude towards information, and their impacts on online purchase intention. This study draws upon the Information Adoption Model (IAM) and the Information Acceptance Model (IACM) foundation theory which reveal the steps individuals take in adopting new information, and focuses on how perceptions and attitudes towards information shape acceptance. The study used a quantitative approach, utilizing a structured questionnaire to collect data from 337 Vietnamese individuals actively engaged in eWOM activities on various SNS platforms. Statistical analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The findings show that information credibility significantly influences both information usefulness and adoption. Interestingly, while information usefulness shapes user attitudes, it does not directly impact online purchase intention. Similarly, a positive attitude toward eWOM does not necessarily lead to information adoption. This suggests that consumers may hold favorable views of eWOM content without actively adopting it. Information adoption emerges as a critical determinant of online purchase intention, emphasizing the importance of promoting user engagement and trust in eWOM information. These findings contribute to a deeper understanding of online consumer behavior and provide valuable guidance for stakeholders seeking to leverage eWOM effectively in digital marketing.

This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.

Technological developments are very rapidly making changes in consumer behaviour where there is a transition from offline transactions to online in Yogyakarta. The purpose of this study is to evaluate and validate the influence of online trust and the factors that influence it is e-commerce knowledge, perceived reputation, perceived risk, perceived technology, prior purchase experience, to the intention of purchasing online. This study also examines the effect of perceived technology and prior purchase experience on online purchase intentions. Respondents in this study are about 260 respondents. Respondents must be domiciled in Yogyakarta and have conducted online transactions in the last 3 months. Analysis of data on research using Smart PLS 3.0. The test of measurement model that is convergent validity, discriminant validity, and internal consistency reliability is done to ensure the validity and reliability of the questionnaire and then tested the structural model to test the hypothesis, besides the fit model, predictive relevance and effect size of each latent variable. This study found that perceived risk is the most influencing factor of consumer confidence followed by prior purchase experience, perceived technology, and perceived reputation. The study also found that perceived technology and trusts influence online purchase intentions. While e-commerce knowledge has no effect on consumer trust and prior purchase experience has no effect on the intention of purchasing online.