COVID-19 pandemic endured for more than two years in many countries which caused higher levels of risk, crisis and vulnerability among people. The present study aims at justifying…
Abstract
Purpose
COVID-19 pandemic endured for more than two years in many countries which caused higher levels of risk, crisis and vulnerability among people. The present study aims at justifying the COVID-19 pandemic as the ‘defining moment’ for Z generational cohort (Gen Z) by examining their post-COVID-19 shopping behavioural shifts.
Design/methodology/approach
For this purpose, two studies were conducted. Study 1 examined shifts in their shopping priorities from the pre to post-pandemic eras by using mean, standard deviation and difference t-tests. Study 2 investigated the role of the 18 items in their post-COVID-19 online shopping preference and the results were compared with a similar pre-COVID-19 study to identify online shopping behavioural shifts.
Findings
The study finds five key post-COVID-19 shopping behavioural shifts among Gen Z consumers. These are ‘an inevitable inner desire for mitigating social isolation, risk and vulnerability’, ‘rational purchase decisions based on an in-depth analysis of multiple digital contents related to products/brands’, ‘permanent frugality in the shopping habits’, ‘conscious and cautious consumption’ and ‘the sacrifice of personal grit, idealism and psychology’.
Practical implications
Since the post-COVID-19 shopping behavioural shifts have far-reaching implications and long-lasting effects on the psychological processes and mental health of Gen Z, marketers/retailers can use the findings of this study to develop more effective marketing strategies for serving these early-adulthood consumers better.
Originality/value
Based on their metamorphic shopping behavioural shifts by comparing their pre-pandemic and post-pandemic responses, the study justifies the severity and devastating effects of the pandemic crisis as the ‘defining moment’ for the youths of this COVID-19 generation.
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This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.
Abstract
Purpose
This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.
Design/methodology/approach
For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.
Findings
It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.
Practical implications
Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.
Originality/value
The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.
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The present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.
Abstract
Purpose
The present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.
Design/methodology/approach
Logistic regressions (LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.
Findings
While shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.
Practical implications
Online retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.
Originality/value
The study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.
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Durgesh Agnihotri, Kushagra Kulshreshtha, Vikas Tripathi and Pallavi Chaturvedi
The study aims to examine the customers' revisit intention toward the green restaurants after service failure based upon service failure attributions. The study further intends to…
Abstract
Purpose
The study aims to examine the customers' revisit intention toward the green restaurants after service failure based upon service failure attributions. The study further intends to investigate the moderating effect of green self-identity on customers' post-service failure behavioral intentions.
Design/methodology/approach
A self-administered questionnaire was distributed to 327 participants who had experienced service failure while dining in green restaurants. The study draws upon the prevailing literature to examine the relationship among the constructs using structural equation modeling (SEM).
Findings
The findings of the study have confirmed that service failure has an adverse effect on customers' revisit intention toward the green restaurants. However, customers with green self-identity appear less anxious about service failure as findings indicate customers revisit green restaurant even after service failure.
Practical implications
The study provides a clear indication to the managers of the green restaurants that a better understanding of service failure attributions may facilitate in preventing service failure in a prompt and reasonable manner. It will not only contribute to building the brand reputation, but also ensure that customers stay with the brand for a longer duration.
Originality/value
The study is unique in a way that it is the first of its type to establish a relationship between service failure attributions and customer satisfaction in the emerging South Asian market, such as India in the context of green restaurants. Besides, this is the only study to use green self-identity as a moderator between the relationships of customer satisfaction and revisit intention.
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Pallavi Chaturvedi, Kushagra Kulshreshtha, Vikas Tripathi and Durgesh Agnihotri
The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior…
Abstract
Purpose
The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior for electric vehicle (EV).
Design/methodology/approach
A total of 411 valid survey responses were collected using a structured questionnaire. Data were analyzed using confirmatory factor analysis and structural equation modeling to investigate the empirical fit of the hypothesized framework.
Findings
The results of structural equation modeling revealed that all three motives were positively correlated with purchase intentions for EV. Hedonic motives were found to have the strongest influence on purchase intentions. In addition, gain and normative motives were also found to be significant predictors of EV buying behavior. Further analysis revealed a positive correlation between gain, normative and hedonic motives. Moreover, personal moral standards seem to have a significant and positive impact on the positive emotions associated with buying EV.
Practical implications
The results of current research can be useful for marketers while designing promotional strategies for all the high-involvement green products. Marketing professionals and policymakers can use these results to build effective marketing strategies for EVs and reduce greenhouse gas emissions resulting from personal vehicle use.
Originality/value
To the best of the authors' knowledge, this is the first study in the South Asian region that explores consumers' motives for EV purchase behavior. Further, this is among a few studies, which have attempted to investigate the impact of hedonic, gain and normative motives on green purchase behavior in the context of high involvement green products.