Chanaka Jayawardhena

Personal values' influence on e-shopping attitude and behaviour

A value‐attitude‐behaviour model was applied to investigate the roles of personal values in e‐shopping consumer behaviour. Structural equation modelling identified that personal values (self‐direction values, enjoyment values and self‐achievement values) were significantly related to positive attitudes toward e‐shopping. Individual attitudes toward e‐shopping were a direct predicator of e‐shopping behaviour and mediated the relationship between personal values and behaviour. This hierarchical relationship among personal values, attitudes and behaviour may be exploited by e‐tailers to position e‐shops and provide a persuasive means for e‐shoppers to satisfy their needs.

Measurement of Service Quality in Internet Banking: The Development of an Instrument

Service quality measurement in Internet banking services is an area of growing interest to researchers and managers. Building on a synthesis of the extant literature on service quality in traditional services and that of Internet delivered services, this study develops a battery of measures that can be used to measure customer service quality in e-banking services. The study shows that service quality in e-banking can be measured using twenty-one parsimonious measures spread across five dimensions, namely, access, Website interface, trust, attention and credibility. The article discusses the importance of these findings for practitioners and for future research on service quality in Internet delivered services.

e-Consumer Behaviour

Purpose – The primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e‐consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under‐explored.Design/methodology/approach – The paper is discursive, based on analysis and synthesis of e‐consumer literature.Findings – Despite a broad spectrum of disciplines that investigate e‐consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into e‐consumer behaviour in marketing, for example the role of image, trust and e‐interactivity. The paper develops a model to explain e‐consumer behaviour.Research limitations/implications – As a conceptual paper, the study is limited to literature and prior empirical research. It offers the benefit of new research directions for e‐retailers in understanding and satisfying e‐consumers. The paper provides researchers with a...

Antecedents to Permission Based Mobile Marketing: An Initial Examination

Purpose: A conceptual model is developed to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers’ willingness to participate in permission-based mobile marketing. We empirically test our model across three European countries and gender.Methodology/Approach: Data is collected from surveys of consumers in Finland, Germany and the UK. The Partial Least Squares (PLS) approach is utilised to test the model fit.Findings: The main factor affecting the consumers’ decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and across gender. The influence of other antecedent factors are less pronounced. On the whole, we find that the more experienced consumers become with mobile marketing, the less influence of perceived control will have on permission. There are notable variations across gender, with perceived control being an important determinant of permission for men, while it is not so for women.Research Implications/Limitations: The results indicate the relative importance of four antecedents in the likelihood of consumers giving their permission to companies to send mobile marketing messages.Practical Implications: As institutional trust is the most important determinant of permission based mobile marketing, mobile marketers should focus on building a strong and positive media presence and image, and thereby influence consumers’ likelihood of giving permission to mobile based marketing.Originality/Value: The first international empirical investigation of the different antecedents of permission based mobile marketing.

CONSUMERS ONLINE: INTENTIONS, ORIENTATIONS and SEGMENTATION

Purpose – The purpose of this paper is to examine the purchase intentions of online retail consumers, segmented by their purchase orientation.Design/methodology/approach – An e‐mail/web survey was addressed to a consumer panel concerning their online shopping experiences and motivations, n=396.Findings – It is empirically shown that consumer purchase orientations have no significant effect on their propensity to shop online. This contradicts the pervasive view that internet consumers are principally motivated by convenience. It was found that aspects that do have a significant effect on purchase intention are prior purchase and gender.Research limitations/implications – There are two limitations. First, the sample contained only UK internet users, thus generalisations about the entire population of internet users may be questionable. Second, in our measurement of purchase intentions, we did not measure purchase intent per se.Practical implications – These findings indicate that consumer purchase orientati...

An empirical investigation into e‐shopping excitement: antecedents and effects

Purpose – This paper seeks to examine the antecedents of online shopper excitement, its consequences for behavioural intentions as expressed by intent to return, and positive word‐of‐mouth communication.Design/methodology/approach – A conceptual model is developed based on the literature. Instrument item scales to measure all constructs in the model were as informed by the literature and adapted from prior studies. An online structured questionnaire survey was sent by e‐mail to a UK consumer panel (n=626). The results were analysed using LISREL 8.7.Findings – Convenience, involvement, attributes of the web site and merchandising all collectively influence shopper excitement. The attributes of the web site and merchandising directly influence intent to return. E‐shopper excitement leads to positive word‐of‐mouth (WOM) and increases the intent to return.Research limitations/implications – The study may be limited in that no differentiation is made between the types of goods that e‐consumers purchased. A fut...

The influences of social e-shopping in enhancing young women’s online shopping behaviour

The background to this paper is that shoppers, particularly women, are motivated by a variety of different reasons, including socialising and enjoyment. Despite the growth of Internet retailing (e-retailing), these social needs are largely unmet in e-shopping. In the high street, women do most of the shopping but online shopping (e-shopping) tends to be dominated by male shoppers. At the same time, social networking is growing fast and is especially popular amongst young females. The purpose of this paper is to draw on prior research about why people shop in order to explore the concept of social e-shopping, based on combining e-shopping with social networking. We propose that shoppers, particularly young females, will prefer social e-shopping to traditional e-shopping. We carried out a qualitative study for our propositions with a comparison experiment, semi-structured questionnaire and focus group, to compare a traditional e-shopping website with a social e-shopping one. The findings reveal that young women prefer social e-shopping sites. Both utilitarian and hedonic young adult female shoppers found social e-shopping enjoyable and useful. However, although many participants found the social e-shopping site more difficult to use, this was outweighed by their enjoyment of the site and its usefulness. The study demonstrates the potential value of the concept of social e-shopping for future research. The findings have practical implications in that social e-shopping can be a valuable strategy for e-retailers wanting to gain competitive advantage and to positively increase the e-shopping behaviour intentions of young women. This study is original in being the first academic study of which we are aware to propose the concept of social e-shopping and examine the influences of social e-shopping on consumer shopping behaviour.

Exploring Gender Influence on Customer's Intention to Engage Permission-based Mobile Marketing

This study conceptualizes and tests a theoretical framework that investigates customers intention to engage in permission-based mobile marketing communications with a firm in the hospitality sector and examines the effects of gender. The model proposes that perceived usefulness, perceived ease of use and perceived trust affect attitude toward advertising, which in turn, together with perceived behavioural control over mobile communications and reference group influence, affects intention to engage in permission based mobile communications with a firm. Data is collected by the means of an online survey (nxa0=xa08,578) and analysis incorporates confirmatory factor analysis and structural equation modelling. The results support the conceptual model and show specifically that perceived usefulness of mobile communications explains a considerable amount of attitude toward advertising. Attitude was found to explain a considerable amount of the intention to receive messages from a firm. Furthermore, women are found to have a stronger relationship between mobile marketing communications with both intentions to visit and actual visits compared to men. The implications of these results are discussed, together with managerial implications, study limitations, and future research directions.

The impact of service encounter quality in service evaluation: evidence from a business‐to‐business context

Purpose – This paper aims to examine the impact of service encounter quality within a service evaluation model. The conceptual model seeks to incorporate the following constructs: service encounter quality, service quality, customer satisfaction, perceived value, loyalty to the firm and loyalty to the employees.Design/methodology/approach – A conceptual model was developed based on a comprehensive literature review. A questionnaire was developed with item measures that captures the constructs in the conceptual model. A survey of business customers was undertaken, and a response rate of 18.6 per cent was obtained. The data are analysed via confirmatory factor analysis and structural equation modelling.Findings – Service encounter quality is directly related to customer satisfaction and service quality perceptions, and indirectly to perceived value and loyalty. The paper offers insights into the specifics of business‐to‐business service dynamics by examining the role of service quality, satisfaction, value ...

An investigation of online consumer purchasing

This paper examines the literature concerning consumers’ purchasing on the Internet and reports on a project that contained qualitative findings with the help of quantitative data to uncover consumer purchase orientations for financial services. The findings showed support for the literature concerning similarities in the treatment of consumer purchase orientations and gender. However, the outcomes of purchase intentions did not necessarily correlate with consumer segmentation according to original purchase orientations. The conclusions take into account the need for e‐retailers to recognise that online financial services consumers have a significantly higher level of control in the purchase process and are motivated by this in using the Internet.