Green purchase intention in omnichannel retailing: role of environmental knowledge and price sensitivity

Purpose This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.Design/methodology/approach A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.Findings The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.Research limitations/implications The review is limited to one database and does not consider specific products/services or consumer profiles.Originality/value This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

Section: Resultsmentioning

confidence: 99%

Section: 22mentioning

confidence: 99%

Omnichannel and consumer and retailer perceived risks and benefits: a review

de Carvalho,

Machado,

Correa

2023

“…An omni-channel retailing is the behavior of companies adopting many retails channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking (Malhotra and Srivastava, 2023). These channel types include tangible stores and intangible stores, together with information media (Dahl et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel

Liao,

Hu,

Liu

2024

PurposeAn omni-channel is a retailing strategy that the behavior of companies adopts many retail channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking both online and offline. This leads to several research questions of retailing omni-channel in this study. First, do channel brand trust (CBT) and store image (SI) affect re-patronage intentions through customer satisfaction (CS)? Second, regarding online rating (OR) and online involvement (OI), will CS be determined by consumer perception as well as the relevance of those attributes to the customer's re-patronage intentions? Third, do OR and OI have a role in exploring the moderating effect in the research model? Fourth, if there are positive effects from this relationship, it can generate a positive power return online. In addition, online-to-offline moves on a path for case firm omni-channel with customers' OR and OI with a reciprocal positive influence.Design/methodology/approachThis study aims to investigate the relationship between CBT, SI, CS and re-patronize intention in an omni-channel. By using structural equation models (SEMs), this study aims to investigate offline-to-online and online-to-offline re-patronizing in the Taiwan Chunghwa Telecom (CHT) omni-channel (N = 1,642). Two moderated mediation models are investigated in this study.FindingsThis study first found that CBT and CS use SI to influence re-patronize intention in the omni-channel. SI plays a mediating role in this process; OR and OI influence the relationships of CBT, CS and re-patronize intention with two moderating roles.Originality/valueThis study first found that there is a reciprocal way with two paths in an omni-channel, starting with offline-to-online, in terms of confirming the relationship of CBT, CS and re-patronize intention in an omni-channel. There are positive effects from this relationship, and it can generate a positive power return online. In addition, we found that online-to-offline moves on a path that has a stronger influence of re-patronize intention for omni-channel with customers' OR and OI.

“…Consequently, investigating the role of brand warmth is critical in the luxury context. Research has consistently shown that customers' perceptions of warmth significantly impact their purchase intentions and brand attitudes (Septianto et al, 2022), their perceptions of value and consumption behaviour (Huang and Huddleston, 2009), as well as intentions to purchase luxury products (Malhotra and Shaiwalini, 2023;Malhotra and Srivastava, 2023). Malone and Fiske (2013) propose that qualities like friendliness, likeability, reliability, honesty and sincerity are key in assessing a brand's warmth, leading to building and maintaining social connection (Fiske et al, 2002;Septianto et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Malhotra,

Dandotiya

2023

Self Cite

PurposeThis study aims to understand consumers' attitudes towards luxury products based on the stereotype content model, brand anthropomorphism and the psychological ownership theory.Design/methodology/approachThe authors collected data from Indian consumers using the online questionnaire survey method. Data analysis was conducted using SPSS AMOS version 24 and PROCESS SPSS macro, using both mediation and moderated mediation models.FindingsThe findings suggest that increasing brand anthropomorphism and stereotypes enhance consumers' attitudes through a significant mediating role of brand credibility. The results also show that consumers' psychological ownership positively moderates the mediating path via brand credibility from low to high levels.Originality/valueIn doing so, this study contributes to the literature on luxury retail by examining how brand stereotypes and brand anthropomorphism impact consumers' attitudes towards luxury brands through the mediating role of brand credibility and the moderating role of psychological ownership. In the process, the study provides an understanding of Indian consumers' attitudes in the context of the Indian luxury retail sector.