Simone Aiolfi, Silvia Bellini and Benedetta Grandi
The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping…
Abstract
Purpose
The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation.
Design/methodology/approach
Data were obtained through a single-stage mall intercept survey method using a structured questionnaire involving 406 respondents interviewed after checkout. Data analysis was conducted using a structural equation modelling approach with LISREL 8.8.
Findings
The results support most elements of the hypothesis of the proposed conceptual framework. Specifically, findings show the impact of mobile usage on shopping behaviour, which results in fewer impulse purchases.
Practical implications
The research demonstrates how shoppers using mobile devices in-store felt less of an urge to purchase during shopping, resulting in fewer unplanned purchases. The effects of mobile device use on in-store purchasing decisions are designed to create a new scenario for the practice of shopper marketing, and retailers and manufacturers will have to seek new ways to capture consumers’ attention in-store and to influence shoppers’ perceptions early in the shopping cycle without diminishing the role of in-store marketing levers.
Originality/value
Prior research found the antecedents of impulse-buying in individual characteristics, situational variables and endogenous variables. However, it did not consider mobile pre-shopping factors or mobile usage. Filling the gap in the existing literature, this work sets out to develop a comprehensive model of impulse-buying that considers the impact of mobile usage on shopping behaviour.
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The research aims to understand how smart speakers are perceived by their actual and potential users, their attitude towards smart speakers and consequently their intention to use…
Abstract
Purpose
The research aims to understand how smart speakers are perceived by their actual and potential users, their attitude towards smart speakers and consequently their intention to use them.
Design/methodology/approach
The authors apply a structural equation modelling (SEM) approach to test the research hypotheses through data coming from a structured questionnaire.
Findings
The results show that the higher the importance attributed to usefulness and ease of use, the higher the positive attitude that in turn positively affects the intention to use smart speakers. A significant relationship also emerged between task technology fit and attitude towards smart speakers, as well as between perceived enjoyment and attitude towards smart speakers. Perceived privacy risk, innovativeness and social attraction have been found to not significantly impact attitudes towards smart speakers.
Originality/value
Although several academic studies have focused on various aspects of smart technologies, only a few studies discuss the factors that push consumers to use smart speakers for activities related to commercial transactions. Therefore, looking at the rapid rise of smart speakers for daily tasks and the gradual acceptance of voice interaction with digital tools, the authors proposed a study about Italian users' intention to use smart speakers. Specifically, to fill the gap in the existing literature, the authors applied a SEM approach to identify utilitarian and hedonic benefits that motivate the use of these devices.
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Silvia Bellini and Simone Aiolfi
The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device…
Abstract
Purpose
The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats.
Design/methodology/approach
Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t-tests and the analysis of variance.
Findings
The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation.
Practical implications
The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future.
Originality/value
Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.
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Simone Aiolfi, Silvia Bellini and Davide Pellegrini
The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the…
Abstract
Purpose
The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.
Design/methodology/approach
The authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.
Findings
OBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.
Originality/value
Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.
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Naila Fares, Jaime Lloret, Vikas Kumar and Guilherme F. Frederico
The authors analysed the operations of two synchronised channels by focusing on “buy online and return in store” (BORS) strategies in fast-fashion retail by investigating internal…
Abstract
Purpose
The authors analysed the operations of two synchronised channels by focusing on “buy online and return in store” (BORS) strategies in fast-fashion retail by investigating internal and external factors affecting this omnichannel strategy.
Design/methodology/approach
The authors apply a combination of techniques to identify the BORS factors. Firstly, a strengths, weaknesses, opportunities and threats (SWOT) analysis was used to define the operational factors of BORS adoption. The authors then apply analytic hierarchy process (AHP) to evaluate the factors under four SWOT categories for kids, male and female consumer groups. The factors of BORS were then ranked using the fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (fuzzy VIKOR) approach.
Findings
Combining the SWOT, AHP and fuzzy VIKOR techniques, the authors identified 21 factors in this study. The opportunity that BORS provides for trying in the fitting room for a better convenient shopping experience was ranked as the most important factor, followed by the opportunity to create a loyal customer profile with an easy and well-organised return process. Furthermore, the results reveal that the child consumer group is the most critical of the stated operations factors, followed by male and female consumers.
Practical implications
The authors described the operational factors and supported the decision-making system of BORS for each consumer group with a priority ranking to realise effective managerial management for fast-fashion retailers and practitioners.
Originality/value
The study contributes to the growing literature on the BORS omnichannel strategy, specifically for fast-fashion retail based on consumer needs.
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Nasir Sultan and Norazida Mohamed
This study aims to evaluate and investigate the existing process of establishing a banking relationship with politically exposed persons.
Abstract
Purpose
This study aims to evaluate and investigate the existing process of establishing a banking relationship with politically exposed persons.
Design/methodology/approach
This study used qualitative techniques of semi-structured interviews with senior compliance officers of financial institutes in Pakistan.
Findings
This study found that the existing mechanism of identification and verification of politically exposed persons (PEPs) is ineffective. Financial institutes face challenges like the quality of name screening data sets, cost of identification and verification, role and control of the regulator, the influence of politically exposed persons, the opaqueness of laws and international connections of the politically exposed persons. Further, financial Institutes are burdened by regulators to perform robust PEP customer due diligence but do not guide and provide the right tools.
Originality/value
This paper aims to find challenges faced by financial institutes before onboarding the PEPs. Further, very limited studies on this topic have been conducted in Pakistani context.