The role of online retailing is increasing with each passing day for any business and therefore offering value to the customer which in turn also yield benefit to the retailer and differentiate it from the competitors is an important task. By getting an idea of how customer perceive and evaluate the offerings, retailers may be able to influence the customers in that particular direction. This research paper aims in identifying the major factors or attributes that affect the customers, evaluating their overall experience while shopping on the digital platform and also their impact on online customer satisfaction. This study aims to explore the determinants of online customer experience of Indian shoppers and its effect on the satisfaction of the customers. For the purpose, 325 e-shoppers were surveyed through online mode using snow ball sampling technique. To achieve the objective, exploratory factor analysis was used and multiple regressions were applied. Furthermore, the findings suggest that economic value, customization, post-purchase experience and customer services are the major factors on which customers evaluate their overall online experience and satisfaction.
PurposeDynamism has been the key to the success and popularity of social media, and users always try to adapt to the available new changes. Continuous growth in the access and reach of social media in the past decade has enabled the users to make a calculative assessment of their social media usage. Social currency is a phenomenon that helps the customer in their evaluation of social media usage. However, this concept is still in its infancy phase, and there have been hitherto no studies to understand the influence of social currency dimensions on Indian users. This paper aims to study the dimensions of social currency for a better insight into social media usage of Indian customers.Design/methodology/approachData were collected from 384 respondents from the biggest residential university in Varanasi through a structured questionnaire using the snowball sampling technique. Responses were taken on a seven-point Likert scale. Responses were analyzed by the factor analysis method using the maximum likelihood estimation model.FindingsThe result of this study empirically demonstrated that six dimensions, i.e. conversation, information, utility, affiliation, advocacy and identity, constitute the social currency of the user while browsing social media sites. It was also found that among the factors described above, advocacy emerged as the most influential dimension of social currency for Indian users, followed by identity and affiliation.Practical implicationsThe findings have various managerial implications for the firms that want to have a significant social media presence. These findings can help marketers to design a tailored social media campaign for Indian users in an efficient manner by successfully incorporating the aforesaid social currency dimensions in their strategy.Social implicationsThis study also reflects the societal impact of the dimensions of social currency on Indian users, as any change in the usage of social media can have a long-lasting effect on the mood of the people. The influence of the social currency dimension differs significantly in the context of Indian users compared to the existing literature, as they give more value to the behavioural aspect of the social currency (advocacy, identity and affiliation), strengthening the sense of belongings among the members.Originality/valueThis paper highlights, for the first time, the level of influence social currency dimensions have on Indian users, as there have been hitherto no studies to understand the influence of social currency dimensions on Indian users. Another significant contribution of this research is the empirical validation of the social currency determinants. Thus, this study may contribute to the social media strategy of the firm for Indian users by incorporating the social currency dimension, as discussed in the study.
PurposeThe study's objective is to examine the consumers' intention to buy counterfeit brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth (WOM) as a moderator in the relationship between status consumption, brand image, and consumer intention to buy counterfeit shoes.Design/methodology/approachBased on the theory of reasoned action (TRA) and signaling theory (ST), this research was conducted in the Indian National Capital Region. Using a structured instrument, the data was collected from 240 respondents. After checking the psychometric properties of the survey instrument using the Lisrel package of structural equation modeling, Hayes's PROCESS macros were used for testing the hypotheses.FindingsThe findings from the study indicate that (1) status consumption and brand image are positively associated with purchase intention of counterfeit brand shoes, and (2) risk-taking moderates the relationship between (1) status consumption and purchase intention, and (2) brand image and purchase intension, (3) significant three-way interaction between WOM, risk-taking and status consumption on purchase intention, and (4) significant three-way interaction between brand image, WOM, and risk-taking on purchase intention of counterfeit brand shoes.Research limitations/implicationsAs with any survey research, this study has common method variance as a potential problem. However, through the latent variable method and Harman's single-factor analysis, the common method variance was checked. The study has several implications for managers, e-marketers, and consumers.Practical implicationsThe study has several implications for marketers selling counterfeit products and managers intending to protect their branded products.Originality/valueA conceptual model showing two-way and three-way interactions between status consumption, risk-taking, and WOM influencing the consumer purchase intention of counterfeit products was discussed. This is the first of its kind in India to explore such relationships.
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