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Women consumers are responsible a significant majority of all online retail purchases, both in terms of volume and total dollar amounts, yet little research has been devoted to provide an improved understanding of women s e-shopping behavior and decision-making processes. We propose a theoretical model based on the Stimulus-Organism-Response (S-O-R) paradigm and heuristics theory to reveal how certain characteristics of online stores are related to online impulse buying behavior among women shoppers. The casual model was validated using structural equation modeling (SEM) techniques with a sample of 386 women with online shopping experience. The results indicate that product presentation and style advice are important factors that contribute to the shopper s perception of esthetics and fashion trends, and time-limited sales promotions contribute greatly to perceived price advantage. Furthermore, perceived price advantage and perceived esthetics are the most significant factors in driving impulse buying, while perceived fashion trends appear to play a less direct role.
In addition, while firms have long employed celebrity endorsements as a key advertising strategy, more than 90% of online shoppers base their purchasing decisions on online reviews. For the reason, we integrated the AIDMA and AISAS models to provide further insight into how celebrity endorsements and customer recommendations influence the shopping behavior patterns of female consumers. A survey of 176 female shoppers revealed that search good (shoes) endorsed by a celebrity in an advertisement have a greater impact than online customer reviews in terms of consumer attention, desire, and action. However, online customer reviews were found to have a deeper impact than celebrity endorsements on participants attitudes towards memory, search and sharing toward the experience good (toner).
This is an industry who's primary customer base is female. Apparel retailers, department stores, discount stores and supermarkets all refer to their customers as she . This study discusses the implications of these findings and offers directions for future research. The findings can help guide the marketing decisions of B2C online marketers and retailers to maximize traffic and revenue.
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List of Tables X
List of Figures XI
1. Introduction 1
1.1 Background and motivation 1
1.2 Research purpose 3
1.3 Organization of the dissertation 5
2. Literature Review 6
2.1 Online shopping and consumer behavior 6
2.1.1 Online Shopping and website attribute 6
2.1.2 Consumer decision‐making process 7
2.2 Theoretical base of study1: S-O-R model 13
2.3 Theoretical base of study2: AIDMA/AISAS principle 19
3. Study 1: Factors Influencing Female's Impulse Buying Behavior on Online Apparel Stores 21
3.1 Introduction 21
3.2 Conceptual background 24
3.2.1 Impulse buying definition and research on e-impulse buying 24
3.2.2 The S-O-R paradigm 25
3.3 Research model and hypotheses 30
3.4 Research methodology 32
3.4.1 Research instrument 32
3.4.2 Data collection and demographics 33
3.4.3 Data analysis 34
3.5 Results 36
3.5.1 Measurement model 36
3.5.2 Tests of the structural model and hypotheses 38
3.5.3 Open-ended questionnaire results - Views of respondents 40
3.6 Discussion 42
3.7 Limitations 45
4. Study 2: An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior 46
4.1 Introduction 46
4.2 Conceptual background 48
4.2.1 Celebrity endorsements 48
4.2.2 Online customer reviews 49
4.2.3 Information processing theory 50
4.2.4 The AIDMA model and AISAS models 50
4.3 Research methodology 52
4.3.1 Experiment framework 52
4.3.2 Stimulus material 52
4.3.3 Research instrument 54
4.3.4 Research procedure 54
4.3.5 Participants 55
4.3.6 Validity and reliability 55
4.4 Results 57
4.4.1 Manipulation check 57
4.4.2 Analysis of variance results 57
4.4.3 Open-ended questionnaire analysis 60
4.5 Discussion and conclusion 62
4.6 Limitations 64
5. Conclusion and future research 65
5.1 Conclusion 65
5.2 Implications of two studies 67
5.2.1 Implications for academic researchers 67
5.2.2 Implications for web retailers 69
5.3 Directions for future research 73
Appendix A. Research instrument of study 1 95
Appendix B. Four treatments of study 2 97
Appendix C. Research instrument of study 2 101
Publication list 103