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Article
Publication date: 6 October 2020

Peter Merdian, Philipp Piroth, Edith Rueger-Muck and Gerhard Raab

The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how…

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Abstract

Purpose

The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices.

Design/methodology/approach

The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification.

Findings

There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate.

Research limitations/implications

The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply.

Practical implications

Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices.

Originality/value

To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.

Details

International Journal of Wine Business Research, vol. 33 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 20 February 2020

Philipp Piroth, Marc Sebastian Ritter and Edith Rueger-Muck

This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online…

2459

Abstract

Purpose

This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online grocery shopping (OGS), and the authors argue that customer values are aggregated states of personality traits. The authors, therefore, propose the predictive power of personality traits toward OGS usage adoption.

Design/methodology/approach

For a more thorough evaluation of the matter, the authors conducted an online administered questionnaire resulting in N = 678 valid responses and conducted structural equation modeling using IBM AMOS (Vers. 25).

Findings

The authors found that none of the five personality traits had a significant influence on the attitude toward OGS. However, subjective norm had strong influence on attitude, and both subjective norm and attitude were solid predictors of purchase intention for groceries online. Unsurprisingly, the attitude toward OGS was higher for consumer groups with prior experience. The results indicate a high relevance of peer groups in the decision-making process of buying groceries online and the crucial importance of the initial purchase.

Practical implications

Practitioners, therefore, may resort to marketing the strategies to peer groups and initial purchasing behavior and address the level of experience with the usage of OGS, as well as situational aspects. This may be facilitated by precisely targeted online marketing activities and marketing service strategy adaptations.

Originality/value

This is the first study to examine the influence of personality traits toward the willingness to conduct OGS with an emphasis on the lower overall adoption within Germany. The authors furthermore validate the predictive power of the theory of planned behavior (TPB) construct for the economically attractive market segment of OGS by adapting and enhancing the scope of previous research.

Details

British Food Journal, vol. 122 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 31 December 2024

Bente Fatema

This aim of the research is to explore the link between offline and online retail sales through a comprehensive analysis of 15 years of retail sales data in Great Britain. By…

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Abstract

Purpose

This aim of the research is to explore the link between offline and online retail sales through a comprehensive analysis of 15 years of retail sales data in Great Britain. By quantifying the impact of online sales on offline sales and vice versa on different retail categories, the study seeks to expand upon prior research that often focused on unidirectional relationships or specific retail segments. With channel- and sector-specific dynamics, the present study aspires to shed light on the dynamics shaping the retail industry and provide valuable insights for retailers.

Design/methodology/approach

The present study draws on 15 years of retail sales data in Great Britain to examine the interplay between offline and online sales across various retail categories. By grounding the analysis in the theoretical underpinning of cross-channel synergies and dis-synergies and applying principles of substitution and complementarity in online and offline retail sales, the research aims to quantify how shifts in online retail influence offline sales and vice versa. The study follows a systematic analysis approach that includes analysis of seasonality, autocorrelation, correlation, lagged cross-correlation and time series regression to provide a holistic understanding of the strength and direction of the relationship.

Findings

Among the myriads of findings, the most noteworthy ones are these. It was found that offline sales tend to increase significantly when online sales increase and online sales also increase significantly when offline sales increase. However, the extent of influence offline sales have on online sales is lower than the extent of influence online sales have on offline sales. For instance, it was found that for every one-unit increase in online sales, on average, the offline sales of retail stores increase by 5.82 units, but for every one-unit increase in offline sales, on average, the online sales of retail stores increase only by 0.07 units. This pattern was found true for all categories for retail stores, with predominantly non-food stores showing the lowest increase (0.02) and non-store retails exhibiting the highest increase (0.23). Additionally, evidence suggested that the retail stores can expect a sizable level of offline sales when there are no online sales (β0 = 5155474.1); however, this was not true for online sales if they have no offline sales.

Research limitations/implications

The study deepens our insight into the complex interplay between offline and online sales in the retail sector by providing empirical evidence on how online sales and offline sales interact with each other in a retail setting. It also adds nuances to existing knowledge on the relationship between online and offline sales based on channel and sector-specific dynamics. Such findings, coming from the analysis of a whole retail economy, strengthen the existing body of literature and provide a solid foundation for future research in this area. However, the study would have benefited from including qualitative interviews of different categories of retailers to provide more context and depth on interpreting quantitative patterns.

Practical implications

The study provides practical guidance for retailers on how they can optimize their omnichannel strategies for maximum impact. It also provides insights into the changes in relationship in terms of channel-specific and sector-specific differences. This is particularly important for retailers who operate in those categories of retail as it provides them with an insight into how they can allocate their resources for reaping substantial benefits.

Originality/value

Despite the wealth of research exploring the link between online and offline retail sales, there remains a gap in understanding the complex relationship between these two. This study is one of the first to fill this gap by exploring the link through a comprehensive analysis of 15 years of retail sales data in Great Britain. With these channel- and sector-specific findings, this study adds to the growing body of literature that provides an understanding of the bidirectional relationships between offline and online sales. These strengths strengthen the existing body of literature and provide a solid foundation for future research in this area.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

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