Digital Consumer Behavior in an Omnichannel World

Yürük, Pınar

doi:10.1108/978-1-80043-388-520201007

Cited by 8 publications

(4 citation statements)

References 33 publications

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“…As the lines blur between in-store and online shopping, retailers recognize the importance of an all-encompassing strategy that prioritizes customer needs. Thus, omnichannel is more than just a tool; it represents a strategic orientation towards customer-centricity, aiming to deliver unparalleled shopping experiences across all touchpoints (Cui et al, 2021;Yuruk-Kayapinar, 2020).…”

Section: Omnichannel Technologymentioning

confidence: 99%

Exploring the moderated mediation model of customer intention in omnichannel technology: a systematic literature review

Apryadhi,

Mohamad,

Nizam

et al. 2024

IJRBS

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This study systematically reviews literature to explore the Moderated Mediation Model of Customer Intention in Omnichannel Technology, particularly under the transformative influence of technologies like AI, AR, and big data analytics. Amidst evolving consumer expectations and the drastic shifts induced by the COVID-19 pandemic, the retail industry's shift from multichannel to omnichannel strategies has become crucial. This review analyzes 59 studies published between 2018 and April 2023 to discern the dynamics influencing customer intention within the omnichannel framework. Our research highlights the sparse but critical discourse on the mediating roles of perceived value and trust and the moderating effects of factors like age and product involvement. Although extensive, the literature reveals gaps, particularly in unified frameworks integrating these diverse insights. We propose a novel conceptual framework centered on these mediators and moderators to better understand and harness customer intentions toward omnichannel technology adoption. Key findings indicate that seamless integration across online and offline channels, responsive to the nuanced needs and behaviors of consumers, significantly enhances customer engagement and loyalty. This synthesis not only offers a consolidated view of the omnichannel retail landscape but also provides strategic pathways for retailers aiming to optimize customer interactions and satisfaction in a digitally dominated era. Our review contributes to the omnichannel retail literature by offering a structured overview of the factors driving customer intentions and suggesting directions for future research to bridge identified gaps, particularly through longitudinal studies and expanded demographic analyses.

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Section: Omnichannel Technologymentioning

confidence: 99%

Exploring the moderated mediation model of customer intention in omnichannel technology: a systematic literature review

Apryadhi,

Mohamad,

Nizam

et al. 2024

IJRBS

View full text Add to dashboard Cite

show abstract

“…Setelah mengumpulkan informasi, konsumen melakukan evaluasi alternatif, yaitu membandingkan produk atau layanan yang berbeda untuk menentukan mana yang paling sesuai dengan kebutuhan dan preferensi mereka. Proses ini melibatkan pertimbangan berbagai faktor seperti harga, kualitas, merek, fitur, dan manfaat yang ditawarkan oleh setiap alternatif (Kayapinar, 2020). Setelah melakukan evaluasi, konsumen kemudian membuat keputusan pembelian, yaitu memilih produk atau layanan yang dianggap paling memenuhi kebutuhan mereka.…”

Section: Keputusan Pembelianunclassified

Pengaruh Promosi Dan Brand Ambassador Terhadap Keputusan Pembelian Di Tokopedia

Choirunisa,

Hanif

2023

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Technological developments lead to increasingly fierce competition in e-commerce. Tokopedia's marketing strategy in surviving in a competitive climate is promotion and brand ambassadors. This study aims to analyze the influence of promotions and brand ambassadors on purchasing decisions at Tokopedia by students of the Asia Institute of Malang. This study uses a quantitative method with a survey approach as a research design. The population of this study were 143 management students at the Asia Institute of Malang. The sample was determined using a purposive sampling technique with the criteria of an active Tokopedia user so that the total sample is 104 people. Research data was collected through a questionnaire. Data analysis was performed using multiple linear regression techniques, t test and F test to test the significance of the influence of promotions and brand ambassadors on purchasing decisions. The results of the study show that promotion has a positive and significant influence on purchasing decisions at Tokopedia. Likewise, brand ambassadors also have a positive and significant influence on purchasing decisions. In addition, the results of the F test show that there is a significant simultaneous influence between promotions and brand ambassadors on product purchasing decisions at Tokopedia. Keywords: Brand Ambassador, Promotion, Purchase decision

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“…In the enormous landscape of the digital age, when consumer decisions are increasingly influenced by a shared opinions interacting through internet platforms [1] [2], the value of genuine user reviews cannot be incorrect. These digital proofs serve as guides through the confusing variety of goods and services available to consumers.…”

Section: Introductionmentioning

confidence: 99%

VERSA: Validating Evaluations with a Robust Scoring Approach - Detecting Fake Reviews through MRCS

Ennaouri,

Zellou

2024

Preprint

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The emergence of online commerce in the digital age resulted to an unparalleled dependence on consumer feedback for making informed choices. However, the rise in the importance of reviews has coincided with an increase in fraudulent behavior, as fake reviews have come into platforms and influenced users' opinions. The widespread use of these deceptive reviews has become an increasing issue, reducing the trust that is essential for the success of online marketplaces. This study uses a comprehensive approach to handle the difficulty of identifying fake reviews. This distinctive strategy introducing a multidimensional methodology incorporating advanced Natural Language Processing (NLP) tools. The utilization of Word2Vec for semantic richness in review analysis is detailed, emphasizing its ability to capture contextual complexities. The integration of new metric navigates the semantic landscape, offering a normalized measure of textual closeness critical for precise detection. A distinctive feature is the incorporation of an exaggeration detection method, which improves the model's capacity to reveal misleading complexities in reviews' language. Moreover, an adaptive clustering is elaborated, which deviates from conventional K-means clustering by continuously adjusting clusters to account for the dynamic nature of deceptive language patterns. The approach’s excellent accuracy is demonstrated via empirical validation on the Yelp Labeled Dataset, which also highlights areas for development. Metrics like precision, recall, and F1 score provide light on the model's advantages and direct further improvements. The conclusion examines how misleading reviews affect digital trust more broadly and highlights the proposed approach as a critical first step in reducing fraudulent activity.

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Digital Consumer Behavior in an Omnichannel World

Cited by 8 publications

References 33 publications

Exploring the moderated mediation model of customer intention in omnichannel technology: a systematic literature review

Exploring the moderated mediation model of customer intention in omnichannel technology: a systematic literature review

Pengaruh Promosi Dan Brand Ambassador Terhadap Keputusan Pembelian Di Tokopedia

VERSA: Validating Evaluations with a Robust Scoring Approach - Detecting Fake Reviews through MRCS

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