PurposeThis study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.Design/methodology/approachA conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.FindingsGiven the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.Practical implicationsFood marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.Originality/valueThere has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.
PurposeBuilding on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).FindingsThe results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.Research limitations/implicationsThe study is carried out on the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.
PurposeBuilding on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated interactions) on the omnichannel retail store's shoppers' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the relationships proposed against boundary conditions, the number of channels used during the purchase and gender.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. It was conducted using data from 451 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM and PLS-MGA.FindingsThe results indicate that channel service configuration positively impact the dimensions of relationship quality of the omnichannel shoppers. However, integrated interactions influence trust and commitment directly but affect satisfaction indirectly through trust. Subsequently, relationship quality significantly explains CCB. The model results show r2 = 0.402 for CCB; that is, 40.2% of CCB is explained by channel integration and relationship quality. The moderating effect of the number of purchase channels used and gender on all proposed relationships were tested. PLS-MGA results revealed channel service configuration led to shopper commitment, subsequently impacting CCB. The effect was more among shoppers who used more than 2 channels. The impact of channel service configuration on commitment was seen more among female shoppers. Male and female shoppers exhibited satisfaction-driven and trust-driven citizenship behavior, respectively.Research limitations/implicationsThe study is carried out in the Indian population, where omnichannel retailing is still in the nascent stage.Originality/valueThis is the first study to demonstrate channel integration quality may influence customer citizenship behavior through relationship quality dimensions, tested against boundary conditions, the number of channels used during the purchase and gender. The findings from this research would help retail store managers design their omnichannel operations to encourage firm-beneficial value co-creation behaviors among omnichannel shoppers.
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