Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment

From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses

“…This finding fits with the prior literature, which suggests that people find technology easier to use if there is a degree of playfulness and enjoyment in using the technology (Venkatesh & Bala, 2008). Mobile apps fulfill functional needs and are rated lower on the dimension of enjoyment (Wagner et al, 2018), whereas AR delivers a much more enjoyable experience to consumers (Bonetti et al, 2018).…”

“…Consumers prefer immersive real‐life experiences to nullify risks associated with their purchase decisions, which provides immense opportunities to firms to influence consumers at various touchpoints including online and physical retail stores (Biswas, 2019). Generally, mobile apps provide easy access to relevant information that is critical for evaluating a utilitarian product (Wagner et al, 2018), which makes phone a better functional fit‐to‐task device. Our findings indicate that a multisensory interface positively influences consumer responses for both utilitarian and hedonic products.…”

“…The consumer journey significantly varies across devices such as desktop, laptop, smartphone, and tablets (Kannan & Lee, 2017; Wagner et al, 2018). Despite the extensive research on the influence of sensory marketing on consumer behavior (Krishna, 2012), considerably less is known about how consumer responses differ between multisensory (e.g., AR/VR) and unisensory interfaces.…”

Managing the effectiveness of e-commerce platforms in a pandemic

“…Advances in Internet technologies have enabled e-commerce platforms to transform retail and logistics operations that create more economic benefits as reductions of costs and delays, triggering the roles of UGT in explaining usage motivations ( Luo et al, 2011 ). For example, consumers use e-commerce platforms to interact and purchase products from retailers while retailers can provide consumers with various online shopping opportunities ( Wagner et al, 2020 ). In this regard, UGT fundamentally helps to examine what role consumer behavior and motivation plays in consumers' online interactions with firms ( Huang et al, 2014 ).…”

Challenges and opportunities for promoting functional foods in e-commerce

“…E-commerce is seen as a quantum leap in the development of trade, providing the consumer with a reduction in time to make a purchase, and the seller with a reduction in the cost of business processes. Consumer awareness of the range of goods, its properties and purpose is presented on the seller's websites, in social networks, can be carried out through applications or by sending catalogues to e-mail [3][4][5].The quality and reliability of the information provided on the site, regardless of the purchase frequency of goods in ecommerce, is crucial for the consumer [6]. The possible relationship between a seller and a manufacturer of goods will allow a consumer to obtain additional information about goods, as well as the use of QR bar code in the marking [7][8][9].…”