Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content

Mathur, Smriti; Tewari, Alok; Singh, Akanchha

doi:10.1080/13527266.2021.1936126

Cited by 16 publications

(8 citation statements)

References 49 publications

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“…Academics conducting research in the retail industry, including online shopping and e-commerce, have relied heavily on the TRA (Fishbein and Ajzen, 2011) and the TPB (Ajzen, 1991) as theoretical background for explaining customers' purchase intentions (Cheung and To, 2017;Mathur et al, 2021;Park et al, 2019a;Persada et al, 2021;Wu and Song, 2021). TRA explains that individuals' behavioral intentions are established by attitude and subjective norms.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Shopping with perceived benefits of sustainable consumption in online resale platforms

Ahn

Kwon²

2022

MIP

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PurposeInterest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of resale websites. Specifically, it aims to identify the relative role of multidimensional perceived benefits associated with customer attitudes.Design/methodology/approachData are derived from a survey conducted among 169 resale website customers in the USA. Structural equation modeling (using SmartPLS software) is used to examine the hypothesized relationships.FindingsResults show that epistemic benefits mostly serve to create positive attitudes, followed by economic and functional benefits. However, emotional and social benefits from purchase experience with resale websites fail to influence customers' positive attitudes.Research limitations/implicationsThe main limitation of the study lies in the generalizability of findings given that the results and conclusions are based on the study of a single industry. More studies would help to provide a deeper understanding of sustainable consumption across different types of product categories.Originality/valueThis study shows that customers' positive attitudes increase their intention to repurchase from resale websites, suggesting an area of opportunity for resale service providers to design websites to facilitate customer self-expression, to reinforce economic efficiency and to highlight the performance of products and services.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Shopping with perceived benefits of sustainable consumption in online resale platforms

Ahn

Kwon²

2022

MIP

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“…T-shirt and tire), rendering it unclear whether their effects can generalize to hedonic products such as scenery ticket. In addition, given the abundant evidence for the mediation of attitude (Camacho et al, 2020;Mathur et al, 2022;Nazir and Tian, 2022), it is reasonable to assume that attitude may be a mediator. Therefore for the moment we are not in a position to know which of the two potential mediators is better, and we proposed the following hypotheses:…”

Section: Effect Of Discount Frame On Consumer Responsesmentioning

confidence: 99%

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Wang

Xie

2023

MIP

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PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

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“…The attitude is the degree to which a person has a favorable or unfavorable assessment or appraisal of the behavior in question (Mathur et al, 2021;Lee et al, 2015). Moreover, the attitude towards a certain behaviour can be referred to as a person's positive or negative evaluation of relevant behaviour and is composed of the consumer's noticeable beliefs regarding the perceived consequences of performing a behaviour (Alhaimer, 2021;Mathew, 2016).…”

Section: Consumer Attitude Towards Online Shoppingmentioning

confidence: 99%

“…The attitude is the degree to which a person has a favorable or unfavorable assessment or appraisal of the behavior in question (Mathur et al. , 2021; Lee et al.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Factors affecting Arab consumers' attitudes toward online shopping in light of COVID-19: the moderating role of digital marketing

Salem

Baidoun

Sharekh

et al. 2022

JEIM

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PurposeIn both developed and developing countries, the COVID-19 pandemic has created a new generation of first-time online shoppers. More significantly, academics and practitioners believe that the shift to online shopping will continue in the years to come. Therefore, the purpose of this study was to examine the role of digital marketing tools as a moderator variable between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and dependent variable (i.e. the consumer's attitude towards online shopping) during the COVID-19 pandemic time in Arab countries.Design/methodology/approachA structured and self-administered online survey has targeted online shopping users in six different Arab countries based on a snowball and convenience sample. In total, 577 useable questionnaires were analyzed.FindingsThe findings show a significant positive relationship between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and the dependent variable (i.e. consumer attitude towards online shopping). Furthermore, the results reveal that the positive relationship between the independent and dependent variables is strengthened by the existence of the moderator variable, the digital marketing tools.Research limitations/implicationsThis study was based on cross-sectional data collection, rather than a longitudinal study and collected data from six Arab countries. It is suggested that future research should expand the survey in more similar countries to broaden the database for further generalizations and use a longitudinal approach to better assess changes in attitudes over time. In addition, this study focused on the issue from a consumer's viewpoint, so it is recommended that future research could be conducted, but from the viewpoint of marketing managers.Practical implicationsThis study represents a further deeper insight into consumer behaviour; it advocates giving more emphasis on organizations' awareness of their customers' consumption pattern, lifestyle, level of income, and payment method. The findings of this study can help managers and marketers to design a promotional mix to improve consumer's behaviour towards online shopping. The results suggest paying more attention to the high relevant effect of the consumption pattern, lifestyle, level of income, and payment method on the consumer attitude towards online shopping.Originality/valueThis paper is one of the few attempts that investigated consumer attitudes toward online shopping in the Arab world. Importantly, it identified the drivers of online shoppers' attitudes in the Arab world. This may be used to develop and implement e-marketing strategies. Furthermore, this paper examines the role of digital marketing as a moderator variable to provide empirical evidence to the body of knowledge of these drivers during the COVID-19 pandemic time in the Arab countries.

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Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content

Cited by 16 publications

References 49 publications

Shopping with perceived benefits of sustainable consumption in online resale platforms

Shopping with perceived benefits of sustainable consumption in online resale platforms

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Factors affecting Arab consumers' attitudes toward online shopping in light of COVID-19: the moderating role of digital marketing

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