What Makes the Indian Youths to Engage with Online Retail Brands: An Empirical Study

Abstract

The consumer shopping principles have transformed exceptionally in digitized marketing environment. In India, online buying is the latest development among the fellow youngsters. The online shopping culture has brought the change in a modern market-oriented lifestyle. It also increases the challenge of online marketers to know more about the changing lifestyle of the new age customer. This guides the online marketers in delivering better customer value with improved service for ensuring customer retention. This research explores the linkage among economic values, functional qualities and emotional connections in the formation of brand engagement at online retail marketplace with the help of a proposed model. A sample survey of 182 online youth buyers was conducted across three cities in India, namely Bangalore, Kolkata and Delhi. Exploratory factory analyses and confirmatory factor analysis have been performed to examine the proposed conceptual model in the present study. The upshot of this present research would cast light on the idea through which an effective online retail platform could be generated for the Indian youths that would generate a better consumer value to enhance the online retail brand equity.

Neuromanagement decision-making and cognitive algorithmic processes in the technological adoption of mobile commerce apps

“…We integrate our systematic review throughout research indicating how consumer adoption of mobile shopping apps is articulated by: consumer use behavior as regards mobile payment services and apps (Anshari et al, 2021;Chopdar et al, 2018;Graf-Vlachy et al, 2018;Li, 2019;Nel & Boshoff, 2020;Saha et al, 2021;Touzani et al, 2018); consumer behaviors, attitudes, and intentions to adopt mobile shopping (Bailey et al, 2020;Chopdar & Sivakumar, 2019;Groß, 2018;Liébana-Cabanillas et al, 2020;Pandey & Chawla, 2019;Sarkar et al, 2020;Tueanrat et al, 2021); and consumer motivational factors in purchasing products and services by use of mobile shopping apps (Bhattacharya & Anand, 2019;Groß & Sohn, 2021;Liu et al, 2020;Seeger et al, 2019;Tyrväinen & Karjaluoto, 2019) -all of them configuring users' behavioral intention in relation to mobile commerce adoption (Research Question 1). Mobile social apps extend throughout consumer attitudes and behaviors by the widespread adoption of smartphones.…”

“…Consumer trust, perceived value, buying predisposition, and satisfaction are instrumental in articulating behaviors, attitudes, and intentions to adopt mobile shopping (Anshari et al, 2021;Dewi et al, 2020;Ghazali et al, 2018;Liu et al, 2020;Sharma et al, 2018;Tarhini et al, 2019), constituting motivational factors in purchasing products and services (Cho & Son, 2019;Graf-Vlachy et al, 2018;Loh et al, 2021;Roy et al, 2020;Seeger et al, 2019;Touzani et al, 2018). Consumer use behavior in relation to mobile payment services and apps (Bhattacharya & Anand, 2019;Kaur et al, 2020;Rodríguez-Torrico et al, 2020) is configured by consumer perceived value and motivation, online convenience, continuance intention, and impulse buying behavior Kim et al, 2021;Patel et al, 2020). Mobile commerce apps and mobile payment tools influence consumer usage intention, shopping behavior patterns, and perceived quality, risk, and trust in terms of technology acceptance, adoption, and effectiveness, according to user experience and innovativeness (Bailey et al, 2020;Kalinić et al, 2020;Kang & Namkung, 2019;McLean et al, 2020;Tyrväinen & Karjaluoto, 2019;Zafar et al, 2021).…”

“…The fashionableness of online social networks has influenced the shopping decisions of mobile shopping apps users (Bhattacharya & Anand, 2019;Dewi et al, 2020;Li & Ku, 2018;Phong et al, 2018) on social commerce sites. The main conclusions of these studies indicate that the push effect, as regards low transaction efficiency, discourages consumers from using e-commerce sites.…”

Role of User Experience through Electronic Word of Mouth About e-commerce Platforms In Re-Patronage Intentions of Shoppers

“…The sorted rudiments briefed about connects amongst fulfilment made by the user, the aforesaid 4 facets of UX and also attributes' contribution in confirming level of contentment. Thus a shopper's feel, the positivity of experiencing a service can be featured strongly into electronic word of mouth, which would help serve a better shopping ambiance for other online buyers (Bhattacharya and Anand, 2019). In tallying, this very research contemplates with the usage of social standards in UXattributes, sinceappearances and interactions in terms of services and borders (Yoo, 2010; Provost and Robert, 2013).…”

Conceptualising online fashion brand recognition: scale development and validation

“…Recently, academicians and experts have stimulated tangible and intangible brand elements to form and extend previous theories of BR. Furthermore, they have also tested and extended various models and validated scales across industry contexts related to brand (Iglesias et al, 2019), online retail brand (Bhattacharya and Anand, 2019), fashion items (Ladhari et al, 2019;Cheung et al, 2019) and branding of fashion products (Lopez and Fan, 2009). Previous research defined online brand as "a brand that has an online presence".…”