The online flow and its influence on awe experience: an AI-enabled e-tail service exploration

Khare, Arpita; Kautish, Pradeep; Khare, Anshuman

doi:10.1108/ijrdm-07-2022-0265

Cited by 17 publications

(3 citation statements)

References 112 publications

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“…In fact, emotional attachment mediates the customer experience and repurchase intention and e-WoM, and thus the promotional strategy should focus on communicating emotional attachment with a portray of fashion apps shoppers. Further, this may be promising starting point for digital interface designers to integrate themes that general emotional state which are physiological, behavioral and self-induced (Khare et al, 2023).…”

Section: Practical Implicationsmentioning

confidence: 99%

“…Although previous research has demonstrated the notable influence of e-servicescape on consumer behavior in online settings (Lai et al, 2014;Tran et al, 2012;Wu et al, 2017;Tran and Strutton, 2020), limited attention has been given to its role in shaping consumer behavior within fashion apps. A well-structured and user-friendly e-servicescape can elicit favorable emotions in customers, leading to increased engagement, loyalty and favorable word-of-mouth endorsements (Saputra, 2021;Kautish and Khare, 2022;Khare et al, 2023). Therefore, this study will go further by considering the impact of the e-servicescape of fashion apps on users' emotional attachment with the apps.…”

Section: Introductionmentioning

confidence: 99%

“…Customers who perceive high value in online shopping are inclined to make purchases and develop positive relationships with the retailers (Anderson and Srinivasan, 2003;Pham et al, 2018;Salem and Alanadoly, 2022). Additionally, fashion app consumption can enhance the perceived value of the app, enhancing its appeal to consumers (Patel et al, 2020;Jiang et al, 2022;Khare et al, 2023). Particularly within the context of fashion, the perceived value of shopping using fashion apps significantly shapes emotional attachment with the apps, highlighting the necessity for fashion retailers to acknowledge its significance and its subsequent impact on the intention for future purchases (Shimul, 2022).…”

Section: Introductionmentioning

confidence: 99%

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Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shopping

Patel,

Pandit,

Sama

2023

JFMM

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PurposeThe primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships.Design/methodology/approachThe study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation.FindingsThe results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands.Originality/valueIn today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes.Practical implicationsThe results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.

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Section: Practical Implicationsmentioning

confidence: 99%