Current Issue : January-March Volume : 2025 Issue Number : 1 Articles : 5 Articles
Digital innovations have significantly transformed the marketing landscape, with visual technology solutions having become mainstream in the fashion industry approximately a decade ago. Digital technology offers a range of benefits to online fashion retailers, enhancing their online shopping platforms with augmented reality features that allow customers to “try on” products digitally before making a purchase. This research aims to explore the key factors influencing the use of augmented reality applications and e-commerce sites for purchasing apparel. A qualitative study was conducted to examine the visual experience and usage of augmented reality applications among young customers. The findings highlight the most relevant factors in the online fashion purchasing process, the visual experience, and the potential future use of augmented reality applications in fashion product purchasing. These insights are crucial for developing effective marketing strategies and communication messages....
Visual impairment is a rising concern, and there is a stronger push towards a more inclusive retail experience. However, these accommodations are often conceived as an altruistic movement to help the visually impaired, at the expense of the retail experience of non-visually impaired customers. This paper is an attempt to rethink inclusive design. Can accommodating visually impaired customers also improve the retail experience of the non-visually impaired? This study attempts to bridge the current scholarly literature on the two groups to examine how helping the former can also enhance the shopping experience of the latter. The central argument of this study is that there are needs of the visually impaired that, when addressed, would also enhance the shopping experience of the non-visually impaired. It is not possible nor effective to think of the two in isolation; in the real world, there is a single store frequented by all. Through a survey of 80 non-visually impaired respondents, the study has found that the non-visually impaired would also benefit from modifications in-store layout, price tag, product signage, and aisle signage designed to help the visually impaired. Thinking about the two groups together is a critical first step in creating a truly universal retail experience....
The COVID-19 pandemic changed people’s dining habits and led to the rapid rise of food delivery platforms. Ordering food online and picking it up offline has become an essential dining habit. We applied the stimulus–organism–response model and constructed a model based on factors influencing consumers’ continuous use intention from three aspects: store product quality, delivery personnel quality, and delivery platform quality. Through snowball sampling, 321 questionnaires were distributed and collected from consumers who used food delivery platforms in Taiwan. All effective questionnaires were analyzed by structural equation modeling with SPSS 18 and Amos 21. The results showed that (1) the S-O-R theory explained consumer behavior effectively. (2) Store product quality influenced store repurchase intention. (3) Delivery personnel quality and platform quality influenced a platform’s continuous usage. (4) Product quality and delivery personnel quality were key factors that influenced store repurchase intention. (5) Platform quality was an important factor that affected platform usage. Finally, recommendations were proposed based on the research findings as a reference for relevant operators in the food delivery platform industry and future researchers....
By constructing a linear structural equation model, we explored the impact of the customer service, food quality, and physical environment on customer behavioral intentions with experiential value and customer satisfaction as mediators. We focused on customers of the renowned Taiwanese franchised restaurant, Umai Yakiniku, in the Taichung area, Taiwan, and its services. Through customer perception and experience, we unraveled the subsequent behavioral dynamics. A total of 337 valid questionnaires were collected through purposive sampling. The participants encompassed customers who had previously dined at the Umai Yakiniku restaurant, excluding those attending corporate events. The overall behavioral model of customers showed a satisfactory level of fit. The customer service, food quality, and physical environment significantly impacted the experiential value. Customer service directly impacted customer satisfaction, while food quality and the physical environment indirectly affected customer satisfaction. Experiential value positively impacted customer satisfaction, and customer satisfaction positively affected behavioral intentions. Such findings provide information for related companies and their strategic management....
The present study aimed to estimate the influence of the modern lifestyle, known also as the Westernized lifestyle, on the eating and food shopping behavior of omnichannel retail consumers in Athens. To collect the required data, this study constructed a questionnaire, which was answered by 130 adults, aged 25–40, who lived in Athens and were omnichannel retail consumers. It was found that the Greek diet has begun to adoptWestern characteristics, presenting an increase in the consumption of fast and convenience food. However, the population has not moved dramatically away from the Mediterranean diet, which constitutes their traditional food model. As for Greek shopping behavior, this study indicated the factors that affected consumers when purchasing food products. The findings may help food managers to understand food consumers’ behavior and improve their strategies so as to better meet the needs of Greek individuals....
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