No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Visual Product Aesthetics and Consumer Impulsiveness in Online Shopping
ResearchGate has not been able to resolve any citations for this publication.
The inability to touch products is a fundamental shortcoming in online shopping because humans typically use the sense of touch to evaluate the utilitarian product functionality and to obtain hedonic sensory enjoyment, which the instrumental and autotelic need for touch capture. This study of 900 consumers looks at the interplay between need for touch and imagination to study how imagination compensates for the lack of touch when consumers shop in a 360-virtual store. The study finds that while telepresence of a 360-virtual store improves consumer attitudes toward virtual shopping, the need for hedonic sensory enjoyment – autotelic need for touch – significantly reduces this effect. Further, imagination can compensate for the need for touch; yet this finding holds only for the instrumental need for touch, not for the autotelic need for touch. Consequently, we conclude that imagination can compensate for the utilitarian need to touch products in a 360-virtual store.
Electronic commerce (E-commerce) through digital platforms relies on diverse user features to provide a better user experience. In particular, the user experience and connection between digital platforms are exploited through semantic emotions. This provides a personalized recommendation for different user categories across the E-commerce platforms. This manuscript introduces a Syntactic Data Inquiring Scheme (SDIS) to strengthen the semantic analysis. This scheme first identifies the emotional data based on user comments and repetition on the E-commerce platform. The identifiable and non-identifiable emotion data is classified using positive and repeated comments using the deep learning paradigm. This classification attunes the recommendation system for providing best-affordable user services through product selection, ease of access, promotions, etc. The proposed scheme strengthens the user relationship with the E-commerce platforms by improving the prioritization of user requirements. The user’s interest and recommendation factors are classified and trained for further promotions/recommendations in the learning process. The recommendation data classified from the learning process is used to train and improve the user-platform relationship. The proposed scheme’s performance is analyzed through appropriate experimental considerations. From the experimental analysis, as the session frequency increases, the proposed SDIS maximizes recommendation by 15.1%, the data analysis ratio by 9.41%, and reduces the modification rate by 17%.
Purpose
Consumer adoption of online shopping continues to increase each year. At the same time, online retailers face intense competition and few are profitable. This suggests that businesses and researchers still have much to learn regarding key antecedents of online shopping adoption and success. Based on extensive past research that has focused on the importance of various online shopping antecedents, this work seeks to provide an integrative, comprehensive nomological network.
Design/methodology/approach
The authors employ a mixed-methods approach to develop a comprehensive model of consumers online shopping behavior. To that end, in addition to a literature review, qualitative data are collected to identify a broad array of possible antecedents. Then, using a longitudinal survey, the model of consumer shopping intentions and behaviors is validated among 9,992 consumers.
Findings
The authors identified antecedents to online shopping related to culture, demographics, economics, technology and personal psychology. Our quantitative analysis showed that the main drivers of online shopping were congruence, impulse buying behavior, value consciousness, risk, local shopping, shopping enjoyment, and browsing enjoyment.
Originality/value
The validated model provides a rich explanation of the phenomenon of online shopping that integrates and extends prior work by incorporating new antecedents.
The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design and, if inspired, they would continue their operations on the website. This paper aims to evaluate the effects of visual aesthetic of the Web pages on users’ behavior in online shopping environment. In particular, the paper aims to evaluate the elements of visual aesthetic on the organism variables (i.e. “satisfaction,” “arousal,” “perceived on-line service quality” and “trust”) and measure them on the users’ response (i.e. purchase, comparison and re-visit).
Using the stimulus–organism–response (S-O-R) framework, the authors first assessed direct and indirect effects of visual aesthetics of e-commerce websites on customer responses. Then, the Visual Aesthetics of Websites Inventory (VisAWI) method was used to examine the effects of four dimensions (i.e. craftsmanship, simplicity, diversity and colorfulness) on users’ perceived website aesthetics. To do so, DigiKala.com, a famous Iranian e-commerce website was selected and the questionnaires were distributed among its users.
The study results revealed that the website aesthetics in the S-O-R evaluation had the greatest direct impact on “perceived quality of online services,” “trust,” “satisfaction” and “arousal,” respectively. These variables also indirectly affected “shopping,” “revisit” and “comparison to similar products on other websites.” Regarding the evaluations based on the VisAWI, the component “craftsmanship” played the most central role in expressing the website aesthetics, followed by the variables “simplicity,” “diversity” and “colorfulness,” respectively.
Although the considerable effect of Web aesthetics on customers’ purchase behavior has been identified in previous research, it has not been accurately measured. Furthermore, studies on Web aesthetics are mostly limited to information systems’ users and do not concern consumers. Therefore, considering the increasing growth in online shopping and the significance of Web aesthetics to online consumers, investigating how consumers respond to Web aesthetics is of vital importance.
This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.
In many times, the increment of e-store visitors does not followed by sales increment. Most purchases through e-commerce are impulsive buying, however only small amount of study is available to understand impulsive factors of e-store display. This paper suggests a preliminary concept on understanding the impulsive factors in Electronics and Restaurant Coupons e-store display, which are two among few popular group products sold through e-commerce. By conducting literature study and survey, 31 attributes were identified as impulsive factors in electronics e-store display and 20 attributes were identified as impulsive factors for restaurant coupon e-store. The attributes were then grouped into comprehensive impulsive factors by factor analysis. Each group of impulsive attributes were generated into 3 factors. Accessibility Factors and Trust Factors appeared for each group products. The other factors are Internal Factors for electronics e-store and Marketing factors for restaurant coupons e-store. Structural Equation Model of the impulsive factors was developed for each type of e-store, which stated the covariance between Trust Factors and Accessibility Factors. Based on preliminary model, Internal Factor and Trust Factor are influencing impulsive buying in electronics store. Special factor for electronics e-store is Internal Factor, while for restaurant coupons e-store is Marketing Factor.
Prior research on impulse buying focuses mostly on goods, ignoring its incidence in services despite growing evidence about the prevalence of impulsive behaviors across diverse consumption contexts. This paper introduces an integrative conceptual framework to study impulse buying in both goods and services by using perceived risk as a focal construct in the impulse buying process and reports findings from two empirical studies. The first study uses a mall-intercept survey to show that perceived risk is lower and likelihood of impulse buying is greater for services with higher tangible (vs. intangible) attributes and higher search (vs. experience and credence) properties. The second study uses a lab-experiment to show significant differences in the influence of three relevant consumer traits (consumer impulsiveness, optimum stimulation level, and self-monitoring) on the level of perceived risk and impulsiveness in purchase decisions for six different services with varying levels of attributes (tangible vs. intangible) and evaluation properties (search, experience, and credence). Overall, the two studies provide substantial evidence of the presence of impulse buying in services and useful insights for researchers and services marketers.
The goals of this article are twofold: (a) briefly highlight the merits of residual centering for representing interaction and powered terms in standard regression contexts (e.g., Lance, 1988), and (b) extend the residual centering procedure to represent latent variable interactions. The proposed method for representing latent variable interactions has potential advantages over extant procedures. First, the latent variable interaction is derived from the observed covariation pattern among all possible indicators of the interaction. Second, no constraints on particular estimated parameters need to be placed. Third, no recalculations of parameters are required. Fourth, model estimates are stable and interpretable. In our view, the orthogonalizing approach is technically and conceptually straightforward, can be estimated using any structural equation modeling software package, and has direct practical interpretation of parameter estimates. Its behavior in terms of model fit and estimated standard errors is very reasonable, and it can be readily generalized to other types of latent variables where nonlinearity or collinearity are involved (e.g., powered variables).
Multiplicative interaction models are common in the quantitative political science literature. This is so for good reason. Institutional arguments frequently imply that the relationship between political inputs and outcomes varies depending on the institutional context. Models of strategic interaction typically produce conditional hypotheses as well. Although con-ditional hypotheses are ubiquitous in political science and multiplicative interaction models have been found to capture their intuition quite well, a survey of the top three political science journals from 1998 to 2002 suggests that the execution of these models is often flawed and inferential errors are common. We believe that considerable progress in our understanding of the political world can occur if scholars follow the simple checklist of dos and don'ts for using multiplicative interaction models presented in this article. Only 10% of the articles in our survey followed the checklist., and two anonymous reviewers for their extremely useful comments on this paper. We also thank the research assistants at Political Analysis—Jeronimo Cortina, Tse-hsin Chen, and Seung Jin Jang—for kindly double-checking the results from our literature survey. Finally, we are grateful to those authors who have provided us with their data. To accompany this paper, we have constructed a Web page at http:// homepages.nyu.edu/;mrg217/interaction.html that is devoted to multiplicative interaction models. On this page, you will find (i) the data and computer code necessary to replicate the analyses conducted here, (ii) information relating to marginal effects and standard errors in interaction models, (iii) STATA code for producing figures illustrating marginal effects and confidence intervals for a variety of continuous and limited dependent variable models, and (iv) detailed results from our literature survey. STATA 8 was the statistical package used in this study.
The authors investigate consumers' motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals other powerful utilitarian and hedonic motivations that explain the frequency of consumers' online cart use. Beyond current purchase intentions, the investigated reasons for why consumers place items in their carts include: securing online price promotions, obtaining more information on certain products, organizing shopping items, and entertainment. Based on empirical findings, the authors offer managerial suggestions for enhancing online shopping-to-buying conversion rates.
With the proliferation of e-commerce, there is growing evidence that online impulse buying is an emerging phenomenon, which has been the focus of researchers from a variety of disciplines. This paper reports on two empirical studies that examine the interplay between a consumer's inherent impulsiveness to buy and website quality. Specifically, consistent with past online impulse buying research, website quality manifests as an environmental cue that directly influences the likelihood that a consumer will experience an urge to buy impulsively. Further, highly impulsive consumers can be both positively and negatively influenced by varying degrees of website quality. Thus, while the objective quality of an e-commerce website is important, the inherent impulsiveness of a consumer is also a critical factor for understanding how and why individuals react impulsively to varying degrees of website quality. The implications of the results for both future research and the design of electronic commerce websites are discussed.
This research conceptualizes and develops a scale to measure individual differences in the centrality of visual product aesthetics (CVPA), defined as the level of significance that visual aesthetics hold for a particular consumer in his/her relationship with products. Three related dimensions of product aesthetics centrality emerged from the research: value, acumen, and response intensity. A series of eight studies provided evidence that the CVPA measure possesses satisfactory reliability and validity. Additionally, this research illuminates important differences between high and low CVPA consumers in product-design-related evaluations and behaviors and provides suggestions for future research employing the scale. Copyright 2003 by the University of Chicago.
Although consumer researchers have investigated impulse buying for nearly 50 years, almost no research has empirically examined its normative aspects. This article presents conceptual and empirical evidence that consumers' normative evaluations (i.e., judgments about the appropriateness of engaging in impulse buying behavior) moderate the relationship between the impulse buying trait and consumers' buying behaviors. Specifically, the relationship between the buying impulsiveness trait and realted buying behaviors is significant only when consumers believe that acting on impulse is appropriate. The findings from two studies across student and retail customer samples converge and support the hypothesized moderating role of consumers' normative evaluations. Copyright 1995 by the University of Chicago.
The increasing number of active Internet users has encouraged companies to compete to design the most efficient online ads for their target audience. While some companies build their ads based on the functional and instrumental benefits of their advertised products (i.e., utilitarian banners), others emphasize the experiential, personal, and emotional advantages of purchasing their product (i.e., hedonic banners). This is the first study to use neuroimaging to address the debate in the literature regarding the processing and effectiveness of these types of messages. By means of functional Magnetic Resonance Imaging (fMRI), we explored the neural mechanisms by which an individual consumer trait, namely consumer impulsiveness, influences the evaluation of hedonic and utilitarian banners. The neural results revealed that more impulsive consumers exhibit a higher level of activation in brain regions linked to reward, trust, emotion, as well as a reduction of activity in self-control brain networks, when viewing hedonic banners. Consumers reporting lower levels of impulsiveness (i.e., prudent users), in turn, exhibited stronger activation in brain regions associated with self-control and cognition when evaluating utilitarian banners. Consequently, on the basis of an objective and neuropsychological approach, these results can be used to inform companies about the type of online advertising they should use based on the characteristics of their target audience.
Companies often use aesthetics or salient visual attributes to differentiate their products from those of their competitors and to appeal to customers. However, consumers may make unfavorable inferences about highly aesthetic products due to concerns about the products’ functionality. To address the issue of how retailers can most effectively engage in the deployment and promotion of product aesthetics, the present research proposes that consumers will respond more favorably (i.e., enhanced choice of product, enhanced product and advertisement evaluations, and a heightened willingness to pay) to a highly aesthetic product when they are in an abstract, rather than a concrete, mindset. Five studies using multiple product categories and applying various mindset manipulations provide convergent evidence to support the proposed hypothesis. The findings hold true for utilitarian, but not hedonic, products, and the focus of attention on product functionality accounts for the results. With the insight that the mindset consumers are in is critical in determining their response to highly aesthetics products, retailers can capitalize on selected situations in which to promote product aesthetics.
Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e-commerce and television shopping channels, consumers have easy access to impulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non-Western cultures. Yet cultural factors moderate many aspects of consumer's impulsive buying behavior, including self-identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi-country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism-collectivism) and individual cultural difference factors (independent-interdependent self-concept) systematically influence impulsive purchasing behavior.
Two studies focused on impulsive purchase experiences. Feelings, considerations and ratings of purchase impulsiveness were measured with respect to a recent purchase by means of interviews immediately after the purchase in the shopping environment (Study 1) and through shopping diaries (Study 2). Feelings and considerations were measured by open-ended questions, which yielded a wide range of responses in each category. These responses were subjected to multidimensional scaling. The results demonstrated a high versus low arousal dimension of positive emotions and a hedonic versus utilitarian dimension of considerations. Emotions and considerations were predicted by general impulse-buying tendency, and were related to the experience of impulsive purchases. In Study 2, impulse buying tendency was measured 2 months earlier. Structural equation modelling confirmed a model in which general impulse buying tendency predicts the feelings and considerations in the purchase environment, which in turn, determine the experience of making an impulsive purchase.
Social science research has recently been subject to considerable criticism regarding the validity and power of empirical tests published in leading journals, and business scholarship is no exception. Transparency and replicability of empirical findings are essential to build a cumulative body of scholarly knowledge. Yet current practices are under increased scrutiny to achieve these objectives. JIBS is therefore discussing and revising its editorial practices to enhance the validity of empirical research. In this editorial, we reflect on best practices with respect to conducting, reporting, and discussing the results of quantitative hypothesis-testing research, and we develop guidelines for authors to enhance the rigor of their empirical work. This will not only help readers to assess empirical evidence comprehensively, but also enable subsequent research to build a cumulative body of empirical knowledge.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Approximately one-third of international business (IB) articles include conditional hypotheses, yet the vast majority risk errors in testing or interpreting the results. Scholars typically restrict their empirical analysis to the coefficient of the interaction term in the regression, exposing themselves to the hazard of overstating or understating results. To mitigate the risk of misstating, we advocate that IB scholars also evaluate the statistical significance of the marginal effect of the primary independent variable over the range of values of the moderating variable. We demonstrate that overstating results can occur when the interaction term coefficient is statistically significant but the marginal effect is not significantly different from zero for some value(s) of the moderating variable. Understating can occur when the interaction term coefficient is not statistically significant, but the marginal effect is statistically different from zero for some value(s) of the moderating variable. In this article, we describe, using simulated data, these two possibilities associated with testing conditional hypotheses, and offer practical guidance for IB scholars.
This review introduces the notion of everyday consumer aesthetics. Everyday consumer aesthetics entails non-art, non-nature aesthetic experiences that are diverse and dynamic and result in specific consumer actions (e.g. purchasing) and consumption behaviors (e.g. recycling). Two broad trends observed in the recent literature are highlighted: a focus on the quantification of the use and impact of aesthetics, and, the study of specific new aesthetic features and their theoretical underpinnings. Recent insights and advances in consumer aesthetics research pertaining to elements of packaging, shape and surface appeal, color, dynamism and visual change, embodiment and individual differences are presented. Future research endeavors to expand the scope and impact of everyday aesthetics in consumer behavior are discussed.
This paper investigates the effect of stylistic information about a product, defined as verbal product information aimed at helping consumers to interpret a product's visual design, on consumers’ aesthetic responses. The results of three experimental studies show that for consumers with higher centrality of visual product aesthetics (CVPA), stylistic information positively influences aesthetic responses through perceived meaningfulness of product design (i.e., the extent to which an individual is able to make sense of a product's visual appearance and understands what it represents). Further, these effects translate into consumers’ purchase intentions. For consumers with lower CVPA, stylistic information neither affects aesthetic responses nor perceived meaningfulness of product design. These findings contribute to existing research on consumers’ aesthetic processing by highlighting the importance for consumers to grasp a product's design meaning in order to maximally appreciate its visual appeal.
The paper goal is to answer the following questions: What are the factors of centrality of visual aesthetic design (CVSA) in store environment? What factor explains better the construct? Is there a relationship between CVSA and consumers' intentions, such as loyalty, satisfaction, minutes, item, and spent; and that high (vs. low) CVSA consumers were more discriminating in their intentions, when the environment had a high arousal. The original value is to support the notion that consumers also evaluate, beyond products, visual aesthetic components in retail and that it plays a moderating role on consumer intention.
Copyright
In four experiments, this research sheds light on aesthetic experiences by rigorously investigating behavioral, neural, and psychological properties of package design. We find that aesthetic packages significantly increase the reaction time of consumers' choice responses; that they are chosen over products with well-known brands in standardized packages, despite higher prices; and that they result in increased activation in the nucleus accumbens and the ventromedial prefrontal cortex, according to functional magnetic resonance imaging (fMRI). The results suggest that reward value plays an important role in aesthetic product experiences. Further, a closer look at psychometric and neuroimaging data finds that a paper-and-pencil measure of affective product involvement correlates with aesthetic product experiences in the brain. Implications for future aesthetics research, package designers, and product managers are discussed.
Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research. The present research investigates discrimination as it pertains to consumers' ability to identify differences-or the lack thereof-among gustatory stimuli. Three experiments reveal systematic bias resulting from the presence of common visual and verbal product cues. Particularly noteworthy is the finding that the amount of bias induced by a subtle, nonevaluative cue can far exceed the bias induced by overt and well-established evaluative cues. In addition, the effects these cues have on perceptual discrimination diverge from the effects they have on preference. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
75 Online Shopping Statistics Retailers Should Know in 2024
- A Aviso
Aviso, A. (2024). 75 Online Shopping Statistics Retailers
Should Know in 2024, Fit Small Business. Available at:
https://fitsmallbusiness.com/online-shopping-statistics/
The effect of personality traits on impulsive buying behavior of young generation in Indonesia
- E Hendrawan
- A Nugroho
Hendrawan, E., & Nugroho, A. (2018). The effect of
personality traits on impulsive buying behavior of young
generation in Indonesia. Academy of Entrepreneurship
Journal, 22(2), 1-9.
The effect of self-control on the relationship between trait impulsivity and online spending: A moderated mediation model
- Y Liu
- J Bao
- H Li
Liu, Y., Bao, J., & Li, H. (2019). The effect of self-control on
the relationship between trait impulsivity and online
spending: A moderated mediation model. Journal of
Retailing and Consumer Services, 49, 149-157.
The dark side of beauty: How visual aesthetics can trigger impulsive buying and variety seeking
- A Olsen
- J C Petersen
- D Brunstein
Olsen, A., Petersen, J. C., & Brunstein, D. (2015). The dark
side of beauty: How visual aesthetics can trigger
impulsive buying and variety seeking. Journal of
Business Research, 68(2), 430-437.
Apparel product attributes, web browsing
- E J Park
- E Y Kim
- V M Funches
- W Foxx
Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012).
Apparel product attributes, web browsing, and e-impulse
Page 4259
16 Impulse Buying Statistics Retailers Should Know, Fit Small Business
- D Rivera
Rivera, D. (2024). 16 Impulse Buying Statistics Retailers
Should Know, Fit Small Business. Available at:
https://fitsmallbusiness.com/impulse-buying-statistics/
Materialistic, impulsive, and confession-prone consumers: A test of a consumption vulnerability model
- N Trautmann
- M D Johnson
Trautmann, N., & Johnson, M. D. (2007). Materialistic,
impulsive, and confession-prone consumers: A test of a
consumption vulnerability model. Journal of Consumer
Research, 34(2), 229-243.