Customers' lived experience of product searching channels and online shopping motivations

Document Type : Original Article

Authors

1 Qazvin Islamic Azad University

2 Professor/ Tarbiat Modares University

3 1. Assistant Professor of Economics, Qazvin Branch, Islamic Azad University, QQazvin, Iran

10.22034/cbsj.2024.63398

Abstract

Today, Internet shopping has provided perfect opportunities for online business owners. Identifying and improving the various channels that customers use for purchases at online stores will lead to competitive benefits for these businesses. Therefore, recognizing motivations and different channels used for product searching is crucial and this research addresses these issues.
This qualitative phenomenological research was conducted based on customers’ lived experiences. A protocol was developed for collecting data from 23 participants selected through purposive sampling with maximum variation strategy. The obtained data and the interview content were statistically analyzed in MAXQDA. Based on the study results, 4 categories were extracted for features of utilitarian purchase (i.e. wise purchase, tangible consumption results, substitute, and purposive processing) and 4 categories were extracted for features of hedonic purchase (i.e. recreational application, intangible consumption results, no substitute, and simple information processing). The results also indicated that the search resources were social media and product presentation by target retailers for hedonic purchase and search engines, online shops, third-party views, and product presentation by competing retailers for utilitarian purchase.

Keywords

Main Subjects

References

 
Akbari, M., & Hassangholipour, T. (2002). The evaluation of effective factors on purchase intention from Shahrvand e-stores. Journal of management knowledge, 11(58), 47-67.
Akhavan Kharazian, M., & Shadbahr, A. H. (2022). The effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value in cyberspace. Consumer Behavior Studies Journal, 9(1), 207-229. [Persian]
Alhazmi, A. A., & Kaufmann, A. (2022). Phenomenological qualitative methods applied to the analysis of cross-cultural experience in novel educational social contexts. Frontiers in Psychology, 13, 785134.
Alhoseini Almodarresi, S.M., & Mohammadi, F. (2015). Assessing online shopping values based on price sensitivity and variety-seeking tendency, New Marketing Research Journal, Vol. 5, 2 (17), pp. 127-146. [Persian]
Amiri, N., Nopasand Asil, S. M., & Akbari, M. (2015). The influence of consumers' beliefs on their impulse buying in an online environment. New Marketing Research Journal, 5(3), 21-34.
Anderl, E., Becker, I., Von Wangenheim, F., & Schumann, J. H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International journal of research in marketing, 33(3), 457-474.
Baltas, G., Kokkinaki, F., & Loukopoulou, A. (2017). Does variety seeking vary between hedonic and utilitarian products? The role of attribute type. Journal of Consumer Behaviour, 16(6), e1-e12.
Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: determinants of interaction choice. Journal of Interactive Marketing, 43(1), 116-133.
Basso, K., da Costa Duschitz, C., Giacomazzi, C. M., Sonego, M., Rossi, C. A. V., & Reck, D. (2019). Purchase decision and purchase delay of hedonic and utilitarian products in the face of time pressure and multiplicity of options. Revista de gestao, 26(2), 112-125.
Boardman, R., & McCormick, H. (2018). Shopping channel preference and usage motivations: Exploring differences amongst a 50-year age span. Journal of Fashion Marketing and Management: An International Journal.
Chheda, S., Duncan, E., & Roggenhofer, S. (2017). Putting customer experience at the heart of next-generation operating models. Digital McKinsey, March.
Choe, J. Y. J., & Kim, S. S. (2019). Development and validation of a multidimensional tourist’s local food consumption value (TLFCV) scale. International Journal of Hospitality Management, 77, 245-259.
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management.
De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International journal of research in marketing, 33(3), 491-507.
De Keyser, A., Bart, Y., Gu, X., Liu, S. Q., Robinson, S. G., & Kannan, P. K. (2021). Opportunities and challenges of using biometrics for business: Developing a research agenda. Journal of Business Research, 136, 52–62.
Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P., & Okumus, F. (2018). The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72, 10-20.
Dhandra, T.K. (2020), “Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying”, Journal of Retailing and Consumer Services, Vol. 55, p. 102135.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, 15, 599-622.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2022). Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations. Information and Communication Technologies in Tourism 2022: Proceedings of the ENTER 2022 eTourism Conference, January 11–14, 2022,
Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of retailing, 96(1), 3-8.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of business research, 62(5), 565-571.
Hamilton, R., Ferraro, R., Haws, K. L., & Mukhopadhyay, A. (2020). Traveling with companions: The social customer journey. Journal of Marketing, 85(1), 68–92.
Harmeling, C., Moffett, J., Arnold, M., & Carlson, B. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335.
Hennink, M., & Kaiser, B. N. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social Science & Medicine, 292, 114523.
Hu, T.-I., & Tracogna, A. (2020). Multichannel customer journeys and their determinants: Evidence from motor insurance. Journal of Retailing and Consumer Services, 54, 102022.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of marketing, 83(5), 78-96.
Hussein, R. S., & Kais, A. (2021). Multichannel behaviour in the retail industry: evidence from an emerging market. International Journal of Logistics Research and Applications, 24(3), 242-260.
Ismailpour, H., & Goldouzian, A. (2011). Factors affecting consumer's online shopping motivation, Journal of Business Management, 3(9), 150-188. [Persian]
 
Kim, J., & Lee, J. C. (2020). Effects of COVID-19 on preferences for private dining facilities in restaurants. Journal of Hospitality and Tourism Management, 45, 67-70.
Kim, J., Kim, S. S., Jhang, J., Doust, N. A. S., Chan, R. Y., & Badu-Baiden, F. (2023). Preference for utilitarian or hedonic value options during a pandemic crisis: The moderation effects of childhood socioeconomic status and sensation-seeking. International Journal of Hospitality Management, 110, 103427.
Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of marketing, 77(4), 67-85.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Li, J., Abbasi, A., Cheema, A., & Abraham, L. B. (2020). Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases. Journal of marketing, 84(4), 127-146.
Nazari, M., Shah Hoseini, M. A., Hesaraki, A., & Nazari, M. (2022). Identifying Factors Affecting Consumer Channel Choice in Order to Determine the Optimal Pricing Strategy of Multichannel Companies (Case Study: Retail Industries). Consumer Behavior Studies Journal, 8(4), 62-83. [Persian]
Neubauer, B. E., Witkop, C. T., & Varpio, L. (2019). How phenomenology can help us learn from the experiences of others. Perspectives on medical education, 8, 90-97.
Park, E., Rishika, R., Janakiraman, R., Houston, M. B., & Yoo, B. (2018). Social dollars in online communities: The effect of product, user, and network characteristics. Journal of marketing, 82(1), 93-114.
Patton, M.Q. (2002). Qualitative Research & Evaluation Methods.thousand Oask, Calif:sage Publication.
Razaghi, N., Parvizy, S., Ramezani, M., & Tabatabaei Nejad, S. M. (2013). The consequences of violence against women in the family: a qualitative study. The Iranian Journal of Obstetrics, Gynecology and Infertility, 16(44), 11-20. [Persian]
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143-150.
Saygılı, M., & Yalçıntekin, T. (2021). The effect of hedonic value, utilitarian value, and customer satisfaction in predicting repurchase intention and willingness to pay a price premium for smartwatch brands. Management: Journal of Contemporary Management Issues, 26(2), 179-195.
Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., & Kupor, D. (2022). How consumer digital signals are reshaping the customer journey. Journal of the academy of marketing science, 1-20.
Singh, S., & Jang, S. (2022). Search, purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors? Journal of Retailing and Consumer Services, 65, 102200.
Sivanesan, R. (2017). A study on problems faced by customers in online shopping with special reference to Kanyakumari District. International Journal of Research in Management & Business Studies, 4(3), 22-25.
Staller, K. M. (2021). Big enough? Sampling in qualitative inquiry. In (Vol. 20, pp. 897-904): SAGE Publications Sage UK: London, England.
ur Rahman, S., Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies, 7(1), 111-128.
Van Nguyen, A. T., McClelland, R., & Thuan, N. H. (2022). Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment. Journal of Retailing and Consumer Services, 64, 102803.
Vieira, V., Santini, F. O., & Araujo, C. F. (2018). A meta-analytic review of hedonic and utilitarian shopping values. Journal of consumer marketing.
Wahab, Z., Shihab, M. S., Hanafi, A., & Mavilinda, H. F. (2018). The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce. Jurnal Manajemen Motivasi, 14(1), 32-40.
Wei, Q., Lv, D., Lin, Y., Zhu, D., Liu, S., & Liu, Y. (2023). Influence of Utilitarian and Hedonic Attributes on Willingness to Pay Green Product Premiums and Neural Mechanisms in China: An ERP Study. Sustainability, 15(3), 2403.
Wolf, L., & Steul-Fischer, M. (2022). Factors of customers’ channel choice in an omnichannel environment: a systematic literature review. Management Review Quarterly, 1-52.
Won, J., & Kim, B.-Y. (2020). The effect of consumer motivations on purchase intention of online fashion-sharing platform. The Journal of Asian Finance, Economics and Business, 7(6), 197-207.
Xu, X., & Jackson, J. E. (2019). Examining customer channel selection intention in the omni-channel retail environment. International Journal of Production Economics, 208, 434-445.
Zidehsaraei, M., Esmaeilpour, R., & Akbari, M. (2022). The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: Evidence from Guilan Province in Iran. Journal of Financial Services Marketing, 1-17.
 
 
Consumer Behavior Studies Journal
Volume 11, Issue 3 - Serial Number 1
November 2024
Pages 111-133

Files

Share

How to cite

Statistics