PurposeOver recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products.Design/methodology/approachThe data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study.FindingsThe results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products.Practical implicationsThe research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase.Originality/valueResearch in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.
PurposeThe study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.Design/methodology/approachThe paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.FindingsPerceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.Practical implicationsThe study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.Originality/valueDespite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.
The purpose of the study is to investigate factors that determine consumers' online purchase intention of buying footwear. Footwear, being a high involvement product, is difficult to sell online as people try size to fit before buying, which is more than any other product category. As per the previous studies, the need for touch is the most prominent factor inhibiting customers to buy footwear online. However, with the increasing need for convenience, superior quality digital catalogs, increasing internet density, attractive offers, and interactive features of websites, the mindset of the people is changing, and they are ready to experiment. The structural equation model technique is used to test the hypothesis. As per the results, consumers perceive website attributes and convenience as driving factors in online shopping. Online consumers interact with e-commerce sites through interactive features provided on the websites. The study can help marketers understand consumer online buying behavior, particularly towards footwear.
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