They assume that that reason belongs to one of the two main groups: functionality or emotionality. For example, people will shop online if it is more comfortable and convenient (functionality). Besides, if it provides any kind of additional entertainment value (emotionality). Using this theory we can assume that to attract customers to online shopping in fashion industry the retailers must ensure at least one of those reasons. Another group of authors, for example, Prasad and Aryasree (2009), tried to explain the matter of customers’ trust and how it affects their willingness and strong desire to shop online.
Backstrom (2006)56, in his study titled “Understanding recreational shopping” has concluded that arousal during shopping may be seeded through complex activity that may be accomplished in various ways and symbolize different consumer feelings. It is also discussed that there is a necessity to focus more on the effect of retail ambience on shoppers employed in leisure shopping. Kim Iksuk et al. (2005)57, in his study entitled “Mall Entertainment and Shopping Behaviors: A Graphical Modeling Approach” have examined the association among the multiple ways that malls can create entertainment value to the consumer and firm shopping behaviours. The study obviously identified the association between specific entertainment values in the shopping mall
Running affinity analytics on a customer purchase data set can reveal products that customers are more likely to purchase together, behavior patterns around coupon usage or effectiveness of sales promotions. Large retailers have been at the forefront of experimenting with basket analytics and recommendation engines, but any company with customer purchase data can benefit from analysis of the behavior patterns of their target consumers. 6. From Offline to Online and back
(2003) argued that online shopping sites which provide functions which assist consumers in making better shopping decisions will be perceived as useful. The same logic was observed in the work of Bisdee (2007) as online shopping sites which are able to provide useful services to consumers and services which are not available through traditional shopping (e.g. comparison between products at a glance) will be perceived as useful by consumers, and thus leads to the development of constructive attitudes toward online shopping. This belief is supported by Childers et al. (2001) whereby their findings suggest that consumers which had positive attitudes toward online shopping were found to perceive online retailers as being useful as online retailers were able to enhance their shopping productivity, effectiveness and
Research in the past few years has recognized the pivotal role hedonic values play in shopping and how they add to the emotional value ( Langrehr, 1991 ; Babin et al , 1994 )(Ha & Jang, 2010). Also confirms that Consumers purchase goods and services and perform consumption behavior for two basic reasons: (1) consummatory affective (hedonic) gratification (from sensory attributes), and (2) instrumental, utilitarian reasons’’ Hedonic value indicates the value received from the multisensory, fantasy and emotive aspects of the experience, however utilitarian value reflects the acquisition of products and/or information in an efficient manner and can be seen as reflecting a more task-oriented, cognitive, and non-emotional consequence of experience (Babin et al., 1994; Holbrook and Hirschman, 1982). In sum, utilitarian value reflects the task related value of an experience but hedonic value reflects the value found in the experience itself independent of task-related activities ( Jones et al.,
In product selection, selecting the right product understands the complexity of the modern shopper, and an ability to blend product to satisfy both physical and emotional needs of the shopper. Product selection criteria are discussed in the selection criteria for the retailer. *Physical properties are tangible aspects of the product, represented by size and volume and components. These have a express direct bearing on consumer’s evaluation of the product. *Packaging is the next criteria to attract a customer and so the design of the product.
As explained above, it is the structures that influence an individual on what is the right or wrong thing to do. Attitude is the overall feelings by buyers on how good or not online shopping is towards them, what he/she may benefit if she bought the product, will he/she be satisfied with the product, etc. Perceived behavioral control is about the facilitating conditions that enable one to shop online and the confidence levels of buyers in shopping online. A major advantage of this model is that it studies behavior aspect of individual and their eventual behavior towards a certain
The retail outlets can be located where there is a concentration of the target population. c) Understanding customer behaviour: Segmentation helps a retailer to gain insight into why it dose. The buying behaviour of the target segment can be understood once the market is segmented. This can help in the development of an effective marketing strategy. d) Merchandising decisions: Segmentation helps a retailer in merchandise decisions.
It lets us buy what we wish and if we want, at our convenience, and helps us to brainstorm ourselves buying, owning, and accepting absolute outcomes by the appurtenances accessible out there on the web. For some, arcade has become a way of anecdotic oneself in today’s ability by what we acquirement and how we use those purchases. Online arcade has consistently been average to top chic article back its early accession on the internet in society.
Some analysts have states that it is difficult to tell apart online shopping from in-store retailing because virtual marketing campaigns have often attracted foot-traffic into physical stores. Further, some stores sell their products online, but the customers have to visit a store to pick such product; blurring the distinction between the two forms of shopping (Hortaçsu, 2015). This work highlights the rise of online shopping, and how it has impacted the retail industry. Online-Shopping Online retailing is one of the emerging trends in the industry; many retailers are trying to adapt. The main reason for this development has been the easy access to the internet, and the fact that most people use smartphones; the latter being the most significant factor.