The impact of customers' purchasing patterns on their showrooming and webrooming behaviour: an empirical evidence from the Georgian retail sector

Khoshtaria, Tornike; Matin, Arian; Mercan, Metin; Datuashvili, Davit

doi:10.1504/ijemr.2021.118305

Cited by 14 publications

(17 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The study tested the reliability and validity of the constructs using factor analysis. The thresholds set for the analysis include threshold, factor loading with 0.5, average variance extracted (AVE) with 0.5 to test for divergent validity, composite reliability (CR) with 0.6 and Cronbach`s alpha with 0.7 to test for model reliability (Matin et al, 2020, Matin et al2021, Mercan et al, 2021Xin et al,2022). The result indicated that the model proves to be valid and reliable(see table1).…”

Section: Discussionmentioning

confidence: 99%

The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

Matin¹,

Nozadze²,

Todua³

2023

JOB

View full text Add to dashboard Cite

The purpose of this paper is to apply the multidimensional construct of two theories- the theory of consumption value and the information success model, to assess the buying behavior of fashion accessories to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy fashion accessories in online webpages. The study utilizes a deductive quantitative approach by collating the constructs from previous literature and designing a survey. The data is analyzed by employing factor and regression analysis. The results indicated that functional value, conditional value, and emotional value positively impact purchasing behavior toward fashion accessories from digital platforms.

show abstract

Section: Discussionmentioning

confidence: 99%

The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

Matin¹,

Nozadze²,

Todua³

2023

JOB

View full text Add to dashboard Cite

show abstract

“…To discuss further, consumer satisfaction is changing over time, and due to the diversity and multicultural nations, it has become the core, and crucial objective of the brands to develop marketing innovation in branding to get a competitive advantage over the competitors and get the appropriate revenue for the business (Pramanik & Rakib, 2020). Similarly, Netflix has done marketing innovation, and it has identified what are the problems of the consumer and worked on it to translate these problems into future products, and services that the consumer are requiring from the brand (Khoshtaria et al, 2021).In this way, the success of Netflix is based on the marketing innovation that resulted in the satisfaction of the consumer (Shankar & Jain, 2022). If the consumers are satisfied with the marketing innovation, they would retain the same brand and they would not shift the brand because they would not rely on the competitors to get their favorite products or services for their satisfaction of any kind of need (Akram et al, 2018;Eichinger et al, 2022).…”

Section: Marketing Innovation Consumer Lifestyle Value Perception And...mentioning

confidence: 99%

Predictors of Brand Equity in the Contemporary Markets

Farooq

Bakar

Murad

2022

Pak. J. Humanit. Soc. Sci

View full text Add to dashboard Cite

Brand equity development has become a challenge for modern brands. Marketing innovation and changing consumer value perceptions are causing consumers to leapfrog, posing a challenge for brand equity development. The data for this study was collected with random sampling techniques. 450 respondents were considered to collect data on the Likert scale questionnaire. The Partial Least Square (PLS) method of data analysis was used in this study for data analysis. According to the findings of the study, brand personality, customer satisfaction, consumer lifestyle, marketing innovation, and consumer changing value perception all have a significant impact on brand equity. The significant framework of this study is a contribution to the body of knowledge as it describes the significant relationship between different variables critical for brand equity development. Furthermore, this study provides business implications for brands working in Pakistan to improve brand equity with realistic results to influence the consumers for brand equity.

show abstract

“…Digital marketing provides insight into Instagram marketing because Instagram influencers are creating content and influencing the customers to purchase the product or services (Arora & Sahney, 2018;Flavián et al, 2016;Hu & Tracogna, 2021;Minh, 2015). In the traditional time, Facebook marketing was at its peak because it was the only accessible social media platform to the people of the community for communication (Flavián et al, 2016(Flavián et al, , 2020Hu & Tracogna, 2021;Khoshtaria et al, 2021). Over time, the market trend has changed and the social media websites and applications are used for marketing purposes by different organizations (Aw et al, 2021a;Choi & Yang, 2016;Herrero-Crespo et al, 2021;Khoshtaria et al, 2021;Shankar & Jain, 2022).…”

Section: Literature Review and Proposed Framework Of Study 21mentioning

confidence: 99%

“…In the traditional time, Facebook marketing was at its peak because it was the only accessible social media platform to the people of the community for communication (Flavián et al, 2016(Flavián et al, , 2020Hu & Tracogna, 2021;Khoshtaria et al, 2021). Over time, the market trend has changed and the social media websites and applications are used for marketing purposes by different organizations (Aw et al, 2021a;Choi & Yang, 2016;Herrero-Crespo et al, 2021;Khoshtaria et al, 2021;Shankar & Jain, 2022). Alibaba is promoting products and services on Instagram for customers (Salem & Alanadoly, 2020).…”

Section: Literature Review and Proposed Framework Of Study 21mentioning

confidence: 99%

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

Yaqub

Gillani

Murad

et al. 2022

RAMSS

View full text Add to dashboard Cite

In Pakistan, consumers’ brand loyalty is changing due to emergence of advanced and modern marketing strategies. Therefore, the bricks and clicks businesses are facing allot of challenges because of deviating consumer behaviors in showrooming and webrooming modes. This study aims to explore webrooming as an appropriate strategy for developing brand loyalty for bricks and clicks businesses in Pakistan. The target population of this study was the consumers who purchased different online brands in Pakistan. The data was collected on a five-point Likert scale questionnaire and analyzed through Smart PLS 3.0. This research concludes that bricks and clicks businesses can utilize webrooming to develop brand loyalty by modifying consumer behavior through Instagram marketing. This contribution to the body of literature is remarkable as this area of research was not considered by any earlier studies in consumer behavior domains. The academic and marketing implications of this study are appropriate for developing strategies to modify consumer behavior for brand loyalty with Instagram marketing and webrooming.

show abstract

The impact of customers' purchasing patterns on their showrooming and webrooming behaviour: an empirical evidence from the Georgian retail sector

Cited by 14 publications

References 0 publications

The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

Predictors of Brand Equity in the Contemporary Markets

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

Contact Info

Product

Resources

About