Sergio Barta, Raquel Gurrea and Carlos Flavián
This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects…
Abstract
Purpose
This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret.
Design/methodology/approach
The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses.
Findings
Flow consciousness is found to reduce consumer regret after an impulse purchase.
Practical implications
Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.
Originality/value
This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.
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Mehdi Rahmani, Pantea Foroudi, S. Asieh H. Tabaghdehi and Ramin Behbehani
With the global market for advanced technology-driven customer service set to soar, understanding the complicated relationship between advanced technology and customer purchase…
Abstract
With the global market for advanced technology-driven customer service set to soar, understanding the complicated relationship between advanced technology and customer purchase behaviour is paramount. While prior research has touched upon the impact of technology on purchase processes in some aspects, this study investigates the specific features of advanced technology that shape customer purchase intention in greater depth. By investigating when and under what conditions customers choose advanced technology-based purchases, this research sheds light on the evolving landscape of consumer decision-making and it seeks to quantify the transformative power of advanced technology in driving customer purchase intentions.
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Waqar Nadeem, Saifeddin Alimamy, Abdul Rehman Ashraf and Kai-Yu Wang
Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR service marketing inspires consumers remains underexplored. Drawing on the…
Abstract
Purpose
Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR service marketing inspires consumers remains underexplored. Drawing on the consumer inspiration literature, the authors examine how AR service marketing activities such as entertainment, interaction, trendiness and customization enhance consumer inspiration. In addition, the authors explore the role of consumer empowerment and skepticism as key underlying mechanisms between consumer inspiration and value co-creation (VCC) or co-destruction (VCD) intentions.
Design/methodology/approach
The study used a mixed method, explanatory sequential design to gain a more comprehensive understanding of their proposed theoretical framework. The quantitative survey study involved 344 AR app users, followed by a qualitative open-ended essay study with 34 AR app users.
Findings
Results suggest that AR service marketing activities positively influence consumer inspiration, which in turn increases consumer empowerment and reduces skepticism. The authors also found that consumer empowerment leads to VCC, while skepticism leads to VCD. These findings provide valuable insights for practitioners seeking to implement AR service marketing activities effectively to inspire consumers, foster value creation and manage value destruction.
Practical implications
The study highlights inspiration as a key factor in motivating consumers to co-create value, transcending typical service experiences and limitations. Empowered consumers, feeling inspired, are more inclined to contribute effectively to VCC, also fostering trust in the service provider. AR serves not just as a sales channel, but also as a tool for relationship-building and brand retention. Managers should leverage AR to elicit feelings of trendiness, customization and interaction, fostering empowerment and inspiring consumers to co-create value.
Originality/value
This study significantly contributes to the growing body of literature on consumer inspiration and AR service marketing. It emphasizes the need to consider external (i.e. marketing-induced) stimuli in understanding the sources and consequences of consumer inspiration through AR.