Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues

The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications

This study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, which effectively mitigates uncertainty and enhances behavioral intention within the cross-border shopping context. Furthermore, the research identifies a "trust-risk paradox," wherein increased trust does not invariably lead to a reduction in perceived risk, thereby challenging conventional theoretical assumptions. While perceived risk exhibits a limited direct influence on behavioral intention, its substantial indirect effect through satisfaction underscores the intricate nature of consumer decision-making processes. Utilizing empirical data from Taiwanese consumers, this study provides critical insights into the structural relationships among these constructs, offering both practical implications for CBEC platform strategies and contributions to theoretical development. By investigating the dynamic interactions in cross-border consumer behavior, this research advances the understanding of high-uncertainty markets and establishes a solid foundation for future scholarly inquiry.

Research on the influence of perceived quality on users' continuance usage intention of online live streaming class platforms: the mediating role of flow experience and the moderating impact of perceived usefulness

Background

With the penetration of the "Internet+" into social life, the digitization of education has become a trend and national demand. Alongside the rise of the "Everyone Live Streaming" era, online live streaming class platforms have rapidly grown due to favorable user experiences.

Methods

Grounded in the Expectation Confirmation Theory, this study employed questionnaire surveys to investigate the influence mechanism of perceived quality, flow experience, and perceived usefulness on individuals' continuance usage intention of online live streaming class platforms.

Results

Through the analysis of 773 survey responses, this study reveals several key findings. Firstly, perceived quality significantly and positively affects users' intention to continue using the online live streaming class platforms. Secondly, flow experience partially mediates the relationship between perceived quality and continuance usage intention, underscoring its significance in user decision-making. Additionally, Perceived usefulness negatively moderates the relationship between perceived quality and flow experience, demonstrating varied effects.

Conclusion

On the one hand, online live streaming platforms should actively invest in improving the quality of user perception, as this can lead to a better user flow experience and continued willingness to use. On the other hand, they should also pay more attention to the user's flow experience, which has a direct impact on the user's propensity to continue to use. Besides, the perceived usefulness of the online live class by the user should also be taken seriously.

Behavioral Intentions in Metaverse Tourism: An Extended Technology Acceptance Model with Flow Theory

This study aims to develop a new theoretical framework from the perspective of the Technology Acceptance Model (TAM), incorporating flow theory, to explore the factors influencing behavioral intentions to participate in metaverse tourism. Using data from 518 respondents with metaverse experience and participation in metaverse tourism, the study employed R Studio and Structural Equation Modeling (SEM) to test the relationships between variables in the model. The results indicate that metaverse flow has a significant positive impact on users’ perceived usefulness and perceived ease of use, with flow demonstrating strong explanatory power as a precursor factor. Perceived usefulness and perceived ease of use are predictors of users’ attitudes to using metaverse technology. A positive attitude towards the metaverse can enhance users’ support for metaverse tourism and their behavioral intention to participate in it, while support also positively influences behavioral intention. Support for metaverse tourism acts as a clear mediator between attitudes and behavioral intention. The newly developed theoretical framework in this study provides a fresh perspective for metaverse tourism research and helps enrich empirical analysis in this field. By deeply analyzing tourists’ behavioral intentions, the study provides valuable insights for stakeholders to develop targeted marketing strategies and services, thus promoting the future development of metaverse tourism.

How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers

Introduction

With the rise of social media and web technologies, users are increasingly spending time on browsing and purchasing on social commerce, particularly during idle moments of casual scrolling. Social commerce applications with sophisticated social features and security measures may tend to attract a significant number of highly engaged users. The purpose of this study is to find out whether customers will be interested in the content posted on the applications and generate impulse consumption when they are bored.

Methods

Drawing on stimulus-organism-response framework, this paper explores how technical cues and situational cues affect impulse buying behavior in social commerce applications and the mediating impact of consumer-perceived values. Data were gathered from 395 respondents who frequently utilize and have shopping experience on social commerce applications. The PLS-SEM and fsQCA were applied to formulate and test the proposed hypotheses.

Results

The results of PLS-SEM reveal technical cues (ease of use, visual appeal and security) and situational cues (passing time and serendipity) positively influenced impulse buying. The results of fsQCA offer six solutions of different combinations of constructs which can lead to high impulse buying.

Discussion

These findings may extend existing research on impulse buying behavior and consumer psychology, offering valuable insights for marketers. They also point towards strategies for more effectively encouraging impulse purchase in digital retail environments, particularly among consumers who are browsing out of boredom.

Exploring the Relationship Between Avatar Ego Types and Communication: A Comparative Study of South Korea and the United States Based on the Expectation Confirmation Model

This research explores the significance of avatar communication in the virtual world, where individuals can create new identities and establish relationships beyond real-world limitations. Avatar users engage in virtual interactions to fulfill their desires, enjoy entertainment, and experience surrogate satisfaction. This study integrates the Expectation Confirmation Model (ECM) and Impression Management Theory (IMT) to investigate the impact of various avatar ego types on communication satisfaction and continued intention to use. Two surveys (n = 600) were administered using South Korean and American samples. The results suggest a significant relationship between expectancy confirmation and perceived usefulness. Specifically, high perceived usefulness leads to increased communication satisfaction. Also, when pre-experience expectancy confirmation is low, it positively affects communication satisfaction. In addition, the study highlights differences between Western and Eastern cultural contexts in avatar ego type's expression. This study contributes to the understanding of virtual interactions, offering theoretical insights through the integration of ECM and IMT. Theoretical and practical implications are discussed.

Is online shopping addiction still a depressive illness? -- the induced consumption and traffic trap in live E-commerce

While immersive shopping has injected new vitality into China's e-commerce, it has also resulted in consumers' over-reliance on online shopping. Psychological studies have linked online shopping addiction with depression, but business practices challenge this conclusion. This study, grounded in addiction theory, developed a theoretical model, and conducted an online survey with 214 live-streaming shoppers using structural equation modeling for validation. The primary focus was on determining whether consumers truly become addicted to online shopping in the four stages of the addiction model. The study unveils the process of consumers becoming addicted to online shopping. It explores the moderating role of perceived risk in the relationship between utilitarian and hedonic purchases and online shopping addiction. The findings suggest that through tactics such as traffic promotion, traffic trapping, anchor feature utilization, and incorporation of consumer aesthetics, merchants may induce utilitarian and hedonic purchases, leading to addiction to live-streaming shopping among consumers. Furthermore, perceived risk significantly and negatively moderates the relationship between utilitarian purchases and online shopping addiction. Our research indicates that merchants intentionally create external stimuli, enticing consumers to indulge in online shopping, suggesting that online shopping addiction is not merely a simple psychological state but may be influenced by external factors. This study provides novel insights into the phenomenon of online shopping addiction while offering valuable recommendations for consumers seeking to avoid succumbing to its allure.

Older Adults' Continuance Intentions for Online Physical Exercise Classes

During the COVID-19 pandemic, lockdowns and social distancing measures drove the shift from in-person to online physical exercise classes, leading individuals to explore these digital alternatives. Guided by the Expectation-Confirmation Model, this article examines older adults' intentions to continue using online physical exercise classes. Semi-structured interviews were conducted with 17 adults aged 65 and older who had participated in online physical exercise classes during the pandemic. Transcripts were subject to thematic analysis using the NVivo software program. The results indicate that older adults recognize the usefulness of online physical exercise classes because of their ability to enhance their health and well-being. Their initial expectations were surpassed, and they were generally satisfied with the experience. However, in-person classes remained preferred due to their enhanced benefits. They also felt that the adoption of online classes was involuntary; instead of an autonomous decision guided by their needs and preferences, this was a viable solution imposed by the lockdown. Therefore, their continuance intentions are limited to specific conditions, namely a new lockdown or other physical impediments. Still, considering the flexibility that online physical exercise classes offer, accommodating time and physical constraints, participants highlighted the advantages of a hybrid approach for those who may face challenges attending in-person classes. Based on the findings, this article proposes that ECM provides a relevant, yet insufficient, framework for explaining older adults' continuance intentions for online physical exercise classes, suggesting the inclusion of additional explaining factors: perceived usefulness of non-technological alternatives, necessary conditions, and self-determination.

Understanding consumers' continuous-use intention of crowdsourcing logistics services: Empirical evidence from China

Crowdsourcing logistics-based O2O (online to offline) has been increasingly implemented to help individuals or merchants tackle down the problem of intra city instant delivery in China. However, since insufficient control is imposed on free couriers, consumers are subjected to certain risks generated by the uneven service quality provided by free couriers, such that the continuous-use intention to adopt crowdsourcing logistics may be affected in an unexpected manner. A sampling survey was carried out in China's first- and second-tier cities, with 292 valid questionnaires collected. On that basis, the corresponding hypotheses were tested using the partial least squares (PLS) method. The findings of this study revealed that trust, perceived value, and satisfaction positively contributed to continuous-use intention, where trust contributed the most. Perceived risk exerted a significant negative effect on continuous use intention. Trust is capable of notably reducing perceived risk. Crowdsourcing logistics service quality is the critical driving variable of perceived value and satisfaction. Perceived risk has a negative moderating effect on satisfaction-continuous-use intention relationship, showing that the higher the perceived risk, the weaker the effect of satisfaction on continuous-use intention. Given perceived risk, a conceptual model was built by integrating e-CSI model (e-Customer Satisfaction Index Model) and PAM-ISC model (Post-acceptance Model of IS Continuance Model). From the integration, the findings of this study are expected to provide decision-making basis for crowdsourcing logistics platforms to help solve the "last mile" delivery problem.

Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception

This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S-O-R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with price perception and scarcity persuasion as moderators. The study expands the S-O-R model for livestreaming impulse buying in e-commerce context, highlighting its multifaceted nature and revealing the mediating role of Urge to Buy Impulsively in translating cognitive and emotional factors into impulse buying behavior. These insights offer practical guidance for marketers to design tailored strategies that leverage psychological triggers and external cues to enhance consumer engagement and encourage desired behaviors, ultimately leading to more effective marketing campaigns and improved consumer experiences.

Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

To explore the influencing factors of consumers' impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers' impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers' impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers' impulsive purchase behavior by affecting consumers' trust and flow experience. The empirical results have important theoretical and practical significance.

Determining online consumer's luxury purchase intention: The influence of antecedent factors and the moderating role of brand awareness, perceived risk, and web atmospherics

The Internet has become the fastest-growing way to sell luxury products. Purchase intention for luxury products in online stores has taken attention in the last few years since the sector has proliferated. The primary objective of this study is to examine the impact of various factors such as Product knowledge, Price consciousness, Perceived enjoyment, Perceived ease of usage, and usefulness on online luxury purchase intention in developing countries like Pakistan. Data was collected from 267 luxury fashion customers in Pakistan through an online questionnaire, and the results were analyzed using Smart PLS-SEM. In addition, the paper investigates the moderating effect of Perceived risk, Brand awareness and Web Atmospheric on the link between the Attitude and Online Luxury Purchase Intentions of the consumer to buy luxury fashion products online. The framework of this study is validated by structural equation modelling (SEM). The findings of this study show that perceived enjoyment, price consciousness, and Perceived ease of use significantly and positively impact online luxury purchase intention. Additionally, the findings indicated that brand awareness, perceived risk, and web atmospherics each intervened as moderators in the relationship between attitudes toward purchasing luxury products and online luxury purchase intentions. Product knowledge is not directly related to online purchase intention, but Attitude plays a mediating role in the relationship between product knowledge and online luxury buying purpose. In the context of luxury product intention, this study is one of the first to investigate the moderating effect that brand awareness, perceived risk, and web atmospherics play. It will help luxury brands develop the right tactics for selling luxury goods online in developing countries like Pakistan.

The effect of digitalization on the career intentions of nursing students: A cross-sectional study

AIM

We investigate how the confirmation of expectations about digital technology in the workplace affects the career intentions of nursing students. We also explore the role of task fit in mediating (1) digital technology satisfaction and job satisfaction and (2) digital technology satisfaction and career intentions.

BACKGROUND

The turnover of graduating geriatric nursing students is very high and rising. To support the work of nursing staff, elderly care institutions are beginning to adopt digital technologies that aid in nursing tasks. However, it is unclear whether students' perceptions of those digital technologies have an impact on their career intentions.

DESIGN

This is a cross-sectional study.

METHODS

We recruited 549 geriatric nursing students. Data were collected from December 2022 to March 2023. The questionnaire included seven sections: expectation confirmation, perceived usefulness, perceived safety, digital technology satisfaction, task fit, job satisfaction and career intentions. The validity and reliability of the model were confirmed.

RESULTS

The results show that the confirmation of students' expectations for the digital technology used in elderly care services has a positive impact on their career intentions. However, the results do not confirm the impact of perceived security on digital technology satisfaction, or the effect of job satisfaction on career intentions.

CONCLUSION

Elderly care institutions and educators should monitor the current state of the digital work environment to ensure that it can adequately support students in their work. They should ensure the use of advanced and appropriate technology tools in teaching and clinical environments to provide a richer and more vivid learning experience. These initiatives can support nursing students in their transition from school to practice and increase their willingness to stay in the profession.

Dataset of food delivery app users at a public university: Insights into digital transformation

The food delivery apps (FDAs) have facilitated the connection between food service providers and consumers, enabling online ordering through smartphones and offline delivery in Vietnam. The Covid-19 pandemic has significantly impacted the food and beverage industry, accelerating the process of digital transformation and promoting sustainability through online-to-offline service. The usage of FDAs amongst consumers has exhibited a discernible escalation, primarily attributable to its ability to expedite the delivery of food in a hassle-free and convenient manner. Given the ongoing pandemic and the swift increase in demand for online food ordering services, particularly among the younger demographic, it has become imperative to comprehend the drivers that impel consumers to adopt these applications. This article aims to present a dataset pertaining to the decision-making factors that university students in Danang, Vietnam, take into account when they use FDAs and express positive feedback about them on the internet. The survey was conducted between September 2022 and January 2023 and gathered 346 usable responses. The results provide novel perspectives on the adoption of FDAs by university students, which is an emerging technology in the food and beverage sector. This dataset could be useful to various stakeholders, such as service providers, small and medium enterprises (SMEs), and vendors operating on these platforms, as it can help them acquire valuable insights into their customers' preferences and behavior. In addition, the dataset can serve as a basis for conducting comparative research in different universities or countries.

The impact of perceived risk of online takeout packaging and the moderating role of educational level

With the rapid development of e-commerce and the impact of COVID-19, online takeout has become the first choice of more and more consumers. Previous research has indicated that food packaging is of great significance to marketing performance, yet very little is known about the mechanisms through which food packaging pollution risk affects online takeout consumption. This study proposes an expanded model of the Theory of Planned Behavior (TPB) by incorporating the Concept of Perceived Risk (CPR) to analyze the mechanism of consumers' packaging pollution risk perception (PPRP) on their purchasing intention toward online takeout. Online survey was performed to collect data from 336 valid respondents in China, which was analyzed using structural equation modeling. The research findings verify the effectiveness of the TPB in the context of Chinese online takeout. Notably, the PPRP of online takeout was found to have a significant negative impact on consumers' attitudes, subjective norms, and perceived behavioral control (PBC). It was also confirmed that consumers' attitudes, subjective norms, and PBC regarding online takeout partially mediate the negative relationship between PPRP and purchase intention. In addition, the findings corroborate the granular nuances among three groups concerning consumers' education level. The results do not only provide suggestions to the online takeout industry but also contribute theoretical value and practical significance for the improvement of sustainable food consumption.

Factors influencing the behavioral intention to use contactless financial services in the banking industry: An application and extension of UTAUT model

Introduction

Contactless financial services are an innovative exploration of the banking industry to integrate digital technology. This study further modified the UTAUT model based on the theories of trust, perceived risk, and perceived advantage and constructed a conceptual model to examine the influencing factors of the behavior of using contactless financial services. The purpose of this paper is to figure out factors influencing users’ behavior intention of contactless financial services, in order to promote use behavior, and boost the further development of contactless financial services.

Methods

The model was validated using the data collected through questionnaires. The structural equation modelling (SEM) method was used to validate the research model. We analyzed the generated hypotheses by using AMOS version 23.0. In this study first analyzed the measurement model to test the reliability and validity of the instrument, and then analyzed the structural model to test our research hypotheses.

Results

The results reveal that trust and perceived risk are important factors that affect the behavioral intention of contactless financial services; users perceive that contactless financial services have advantages over traditional offline channel, their intention to use contactless financial services will be increased; social influence also has a positive impact on behavioral intention.

Discussion

This paper not only provides a theoretical understanding of contactless financial services use behavior but also offers practical insights to government legislative branches and app developers. By providing personalized services and refining the policies and regulations in the digital environment to promote the development of contactless financial services.

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Harvest agricultural products are perishable. If they cannot be sold, there will be serious grain loss and food waste. It is an important issue related to human sustainable development and urgent to address. As the most popular way of shopping, live shopping has achieved remarkable achievements, while the existing research is relatively silent on how to promote the sales of agricultural products in the context of live streams. Based on S-O-R theory and dual-system theory, three studies investigated the intrinsic mechanism of consumers' impulse purchase intention (IPI) in live streams. The results show that scarcity promotion (SP) and cause-related events (CRE) are positively correlated with consumers' IPI through arousal and moral elevation. Interestingly, when SP and CRE are presented at the same time, the impact of CRE on IPI is no longer significant. Overall, the proposed model could be used to predict consumers' willingness and provide the choice of marketing strategy to promote the sale of agricultural products, which has significant theoretical and practical value.

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers' flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers' flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers' impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

Effects of interactivity affordance on user stickiness in livestream shopping：identification and gratification as mediators

In this day and age, livestream shopping is developing by leaps and bounds in China. It has been proved that livestream shopping is efficient in attracting customers and boosting the sales of products. However, very little research has been carried out on user stickiness, which plays a valuable role in business success. In light of the stimulus-organism-response framework (S-O-R), a multiple-mediation model (identification and gratification as mediators) was established to examine the effect of interactivity affordance (S) on the user stickiness (R) of a sample of 489 Chinese livestream viewers. Structural equation modeling with bootstrapping estimation was performed to examine the mediating roles of identification (O-cognitive) and gratification (O-affective). The modeling results revealed that the relationship between interactivity affordance and user stickiness was partially mediated by identification combined with utilitarian gratification and fully mediated by identification combined with hedonic gratification. The findings stress the importance of categorizing gratifications. In addition, these findings offer new perspectives for understanding the effects of IT affordance on user stickiness.

Socio-Economic Factors Affecting Member's Satisfaction towards National Health Insurance: An Evidence from the Philippines

The National Health Insurance, "PhilHealth", is the healthcare provider for Filipino citizens in the Philippines. The study focused on determining the effects of members' satisfaction with PhilHealth among Filipino members. The study utilized 10 latent variables from the integrated Service Quality (SERVQUAL) and Expectation-Confirmation Theory (ECT). There are 500 respondents that are used and analyzed through Structural Equation Modeling (SEM) and a Deep Learning Neural Network (DLNN). Utilizing SEM, it was revealed that Reliability, Responsiveness, Socio-Economic Factors, Expectation, Perceived Performance, Confirmation of Beliefs, and Members' Satisfaction are significant factors in the satisfaction of PhilHealth members. Utilizing DLNN, it was found that Expectation (EX) is the most significant factor, and it is consistent with the results of the SEM. The government can use the findings of this study for the improvement of PhilHealth. The framework that is used for the analysis can be extended and can apply to future research with regard to its provided services. The overall results, framework, and concept utilized may be applied by other service industries worldwide.

Data Breaches

Recent events have shown that online booking is vulnerable to hacking incidents such as data breaches. The primary purpose of this study is to investigate the effect of the risky decision-making factors on consumer post breach behavior. After a data breach, most of the companies offer monitoring services to restore customer trust and encourage them for future purchases. However, little research has been done to understand the impact of these monitoring services on consumer behavior. In this study, we examine whether monitoring services can mitigate the impact of risk perception on online booking. We utilized the Marriott data breach of November 2018 as the context. We manipulate data breach severity in our vignettes. The research model was tested using data gathered from 298 Mechanical Turk respondents. Our vignette-based survey design allowed us to incorporate situational details thought to be important in risky decision-making in a data breach context. We found strong support for our research model including the positive moderating effect of company suggested monitoring on online booking intention. The findings of this study could help firms in developing more influential post-breach monitoring services.

Predicting students’ intention to continue business courses on online platforms during the Covid-19: An extended expectation confirmation theory

The objective of this study was to analyze the intention of a University's business department students to continue their studies on e-learning platforms during the ongoing COVID-19 pandemic. To this end, a questionnaire was developed to collect primary data from students in business fields. The study took into account more than 285 respondents from two different universities and relied on the expectation confirmation model (ECM) theory and the structural equation model. The partial least squares (SEM-PLS) method was used to analyze the data. The results of the study showed that task skills (TS) and task challenges (TC) were significant for the enjoyment (EN) of the students which in turn had a positive effect on the satisfaction levels. Confirmation (CON) had an impact on the post adoption perceived usefulness (PAPU), which was deemed positive for student satisfaction (SAT). The SAT and psychological safety (PS) of online learning platforms were found to positively influence the continuance intention (CI) on e-learning platforms. Finally, both SAT and PS of online learning platforms were observed to positively influence CI on e-learning platforms. Further research in this area could be useful in making decisions about promoting educational programs based on e-learning. The researchers recommend that academicians and policymakers must ensure appropriate arrangements for teaching on e-learning platforms.

Factors Affecting User Retention of Mobile Mutual Fund Investment Applications: Evidence from Indonesia

Mutual fund is one of the most popular investment programs, especially among small investors. Currently, many mobile-based applications are available, facilitating the buying and selling of mutual funds. This number of choices creates competition between application developers, pressuring them to find ways to maintain user loyalty by increasing user retention rates. However, only a few studies have currently discussed user retention in mutual fund investment applications. Furthermore, previous studies never examined the quality factor of the application but instead focused more on other factors outside the application. This study analyzed the factors influencing user retention on mutual fund investment applications in Indonesia from the application’s quality and usability aspects. This study was based on the expectation-confirmation model (ECM) as the underlying theory. Data were collected using a survey questionnaire resulting in 414 responses, which were then processed and analyzed using the covariance-based structural equation modeling (CB-SEM) technique. The results of this study indicate that three variables can directly affect user retention in mutual fund investment applications: satisfaction, perceived usefulness, and perceived enjoyment. The satisfaction variable had the most significant influence of these three variables. Several factors influenced satisfaction: perceived usefulness, enjoyment, ease of use, trust, confirmation, prompt response, and security.

Evaluating the couriers' experiences of logistics platform: The extension of expectation confirmation model and technology acceptance model

The current study integrated the Extended Technology Acceptance Model (TAM) and included information system quality (ISQ), user interface (UI), knowledge sharing motivation (KSM), the expectation confirmation model (ECM), safety management practices (SMP), interface aesthetics (IA), and perceived value (PV) to evaluate the logistics couriers' experience while using an Online logistics platform. This research examines the relationships of KSM, SMP, and ISQ on the TAM's, perceived usefulness (PU), and perceived ease of use (PEOU). In addition, it explores the relationship between UI on PEOU. Furthermore, to explore the impact of ECM, it examines the impact of confirmation (CON) on PU and satisfaction (SAT). Finally, this research explores the impact of logistics couriers' SAT on continuous intention (CI). According to the findings of this study, UI did not have a significant association with PEOU. Furthermore, KSM was found to significantly impact PEOU, while having no significant effect on PU. Moreover, SMP was found to have no significance on PEOU, however, SMP was discovered to be in a significant association with PU. In addition, ISQ was found to significantly impact PEOU, PU, and, PV. Moreover, CON was in a significant relationship with PU, while not having a significant impact on SAT. Furthermore, IA did not significantly impact PV. Also, SAT was significantly impacted by PU, while not having any significant impact from PEOU, and PV. Besides, PEOU was discovered to significantly impact PU. Finally, SAT was found to be in a significant relationship with CI.

The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model

The adoption of cashless payment methods compels impulse buying. This research studies impulse purchase behavior by focusing on E-wallet app characteristics, a field where empirical research is still scarce. This paper is aimed at developing and testing a theoretical model to examine a moderated mediation model of mobile wallet app characteristics and impulse buying through perceived enjoyment moderated by mobile wallet user experience. An online survey acquired 208 valid responses from active E-wallet users. The framework was empirically analyzed by using Smart PLS-SEM. Findings indicate that perceived interactivity and visual appeal have positive relationships with perceived enjoyment and impulse buying, respectively. Perceived enjoyment is positively associated with impulse buying, and perceived enjoyment mediates the relationship between visual appeal and impulse buying. The impacts of perceived interactivity on perceived enjoyment and impulse buying are moderated by user experience. Moreover, user experience moderates the relationship between visual appeal and perceived enjoyment. This study identifies differences in consumer behavior between more experienced and less experienced E-wallet users. More experienced E-wallet users emphasize the app’s interactivity, while less experienced users pay more attention to the app’s appealing design. Practical implications are offered for E-wallet system developers and designers to attract new users and, at the same time, retain existing users.

Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19

This work aims to promote the development of the online shopping market and improve the online marketing effect of goods. First, entrepreneurial psychology and online shopping are discussed. Then, impulse buying behavior (IBB) is analyzed, and the IBB model and hypotheses of consumers are proposed under the psychological model. Finally, consumers’ IBB during COVID-19 is assessed under the psychological models. Hedonic shopping value (HSV) is a psychological factor directly affecting consumers’ IBB during COVID-19. The results indicate that COVID-19 has a specific stimulating effect on IBB. Meanwhile, the types of goods consumers buy during COVID-19 vary widely across age groups and regions. Overall, clothing is the most purchased item by consumers. This work provides the main reference for the improvement of the online commodity marketing effect and makes a crucial contribution to the development of the online shopping market.

How to Maintain a Sustainable Doctor-Patient Relationship in Healthcare in China: A Structural Equation Modeling Approach

It is important to identify means of improving and maintaining a sustainable doctor-patient relationship to address current healthcare issues. Although many studies have made outstanding contributions to the healthcare doctor-patient relationship literature, little work has been done to explore the influencing elements of the doctor-patient relationship in relation to expectation confirmation theory. To fill this gap, this study produced a theoretical framework model of the influencing factors of the doctor-patient relationship according to the expectation confirmation theory. Data from 335 Chinese patients were analyzed using a structural equation modeling method, and the results showed that patient satisfaction and patient trust are the most important factors in building a good relationship between doctor and patient. Furthermore, three components of postdiagnosis patient's perception, namely, perceived service quality, perceived communication quality, and perceived service attitude, are examined. These have a significant impact on patient confirmation. These three components ultimately affect the doctor-patient relationship. This study will be helpful for doctors to understand patients' service demands and their future diagnosis behavior. The proposals of this study may lead to optimization of the process of diagnosis and improvements in the quality of clinic services.

The Impact of Potential Risks on the Use of Exploitable Online Communities: The Case of South Korean Cyber-Security Communities

The aim of this study is to gain a comprehensive understanding of how risk and value factors affect the intention to use South Korean exploitable cyber-security communities based on the value-maximisation perspective of economics. According to the research model—applying the theory of planned behaviour, prospect theory and perceived risk theory—the test results revealed that intention is negatively affected by security threats, privacy concerns, performance risk and social risk of malicious use. Security threats had a positive impact on privacy concerns. The test results also indicated that perceived value affects both attitude and intention significantly and positively. The findings demonstrate that online-community users, such as computer experts and hackers, are influenced by various sources of perceived risks and perceived value when using exploitable cyber-security communities.

Research on the Influence Mechanism of Consumers' Perceived Risk on the Advertising Avoidance Behavior of Online Targeted Advertising

In China, online sales continue to grow against the generally adverse effects of the COVID-19 pandemic on economic development. Although advertisers favor online targeted advertising for its precision, consumers may find it intrusive and avoid it. This study constructed a conceptual model based on Stimulus-Organism-Response (SOR) theory, Approach-Avoidance Theory, and Brand Avoidance Theory to investigate the influence mechanism of consumers' perceived risk on the avoidance behavior of online targeted advertising via an online survey. Collected 436 validated data was analyzed through structural equation method in AMOS statistical software. Results showed that the positively influenced advertising avoidance, and negative emotions mediated the relationship between perceived performance risk, time-loss risk, freedom risk, and advertising avoidance, but perceived privacy risk did not influence advertising avoidance through negative emotions. Perceived COVID-19 risk moderates the effect of negative emotions on advertising avoidance. The findings provide important insights for helping governments, advertisers and online platforms into which risk perceptions influence advertising avoidance, and suggests ways to mitigate consumers risk perceptions for the mutual benefit of brands and users.

Integrating online and offline channels for online customer loyalty: the moderating role of retailer credibility

Purpose

Understanding customer behavior from the perspective of channel integration has become a major stream of research in multi-channel retailing literature. Yet, despite recent advancements in scholarship, how retailers can most effectively sustain customers in online retailing remains unclear. Scholars have suggested online–offline channel integration (OOCI) as an effective multi-channel approach for increasing online loyalty; yet, few studies have explored OOCI's influencing mechanism. This study addresses that gap by investigating how OOCI helps achieve customer loyalty online and further examines the moderating role of retailer credibility in the influencing mechanism of OOCI.

Design/methodology/approach

The research model driving this study draws upon the stimulus-organism-response (S-O-R) model and cue consistency theory. The authors collected a sample of 259 customers in China with experience making multi-channel purchases from retailers that have implemented OOCI in online retailing. Structural equation modeling and response surface analyses were employed to conduct data analysis.

Findings

The results revealed that the relationship between OOCI and customers' online channel loyalty was mediated by customers' perceptions of the usefulness and risks of online channel usage. The results also found that congruence and incongruence between informational OOCI (IOOCI) and fulfillment OOCI (FOOCI) had different curvilinear associations with perceived online channel usefulness and perceived online channel risk. In addition, retailer credibility weakened the effects of IOOCI on perceived online channel usefulness and FOOCI on perceived online channel risk but strengthened the effect of IOOCI on perceived online channel risk and had no impact on the effect of FOOCI on perceived online channel risk.

Originality/value

Theoretical and practical implications of this study are also discussed.

Determinants of Social Commerce Usage and Online Impulse Purchase: Implications for Business and Digital Revolution

Since their introduction in the early 2000s, the use of social networking websites has exploded. Many businesses are seeing increased revenue due to their social commerce strategy. Despite the popularity of social commerce websites, some consumers are still hesitate to use them. This study aims to evaluate the factors that influence the adoption of social commerce. A sample of 721 Chinese We Chat users took part in the research. The findings reveal that social capital mediates the positive effect of social commerce adoption and perceived ease of use (PERU) on techno-stress and online impulse purchasing. Likewise, information overloading mediates the positive effect of social commerce adoption and PERU on techno-stress and online impulse purchasing. The findings have implications for both practice and research in understanding social commerce adoption in emerging economies.

A multi-method analytical approach to predicting young adults' intention to invest in mHealth during the COVID-19 pandemic

Mobile-based health (mHealth) systems are proving to be a popular alternative to the traditional visits to healthcare providers. They can also be useful and effective in fighting the spread of infectious diseases, such as the COVID-19 pandemic. Even though young adults are the most prevalent mHealth user group, the relevant literature has overlooked their intention to invest in and use mHealth services. This study aims to investigate the predictors that influence young adults' intention to invest in mHealth (IINmH), particularly during the COVID-19 crisis, by designing a research methodology that incorporates both the health belief model (HBM) and the expectation-confirmation model (ECM). As an expansion of the integrated HBM-ECM model, this study proposes two additional predictors: mobile Internet speed and mobile Internet cost. A multi-method analytical approach, including partial least squares structural equation modelling (PLS-SEM), fuzzy-set qualitative comparative analysis (fsQCA), and machine learning (ML), was utilised together with a sample dataset of 558 respondents. The dataset-about young adults in Bangladesh with an experience of using mHealth-was obtained through a structured questionnaire to examine the complex causal relationships of the integrated model. The findings from PLS-SEM indicate that value-for-money, mobile Internet cost, health motivation, and confirmation of services all have a substantial impact on young adults' IINmH during the COVID-19 pandemic. At the same time, the fsQCA results indicate that a combination of predictors, instead of any individual predictor, had a significant impact on predicting IINmH. Among ML methods, the XGBoost classifier outperformed other classifiers in predicting the IINmH, which was then used to perform sensitivity analysis to determine the relevance of features. We expect this multi-method analytical approach to make a significant contribution to the mHealth domain as well as the broad information systems literature.

The Students' Flow Experience With the Continuous Intention of Using Online English Platforms

Built on the integrated theoretical framework of antecedents of flow and expectation confirmation model (ECM), this research investigates the way flow experience drives the online students' intention to engage in online English teaching platforms. This study focused on the online students engaged in online English learning platforms in Taiwan. A total of 500 online students were selected. An online survey was conducted with the help of a marketing research agency located in Taiwan. According to the results, the online students' flow experience was found to be in a significant relationship with continuous intention. The antecedents, including perceived enjoyment, challenge, and situational involvement, were found to be in a positive relationship with flow experience; however, confirmation and perceived vividness did not have significant effects on the flow. Furthermore, flow and confirmation were found to be in a significant relationship with perceived usefulness and satisfaction. Moreover, perceived usefulness was found to be in a significant relationship with satisfaction and continuous intention. Lastly, satisfaction was found to be in a significant relationship with continuous intention. Finally, the questions proposed in this research with their empirical findings offer profound understanding for establishing a well-devised online English learning platform that can motivate online learning. These results and managerial implications for online English language platforms are innovative and significant in practice.

Understanding Agri-Food Traceability System User Intention in Respond to COVID-19 Pandemic: The Comparisons of Three Models

Scientists believed the outbreak of COVID-19 could be linked to the consumption of wild animals, so food safety and hygiene have become the top concerns of the public. An agri-food traceability system becomes very important in this context because it can help the government to trace back the entire production and delivery process in case of food safety concerns. The traceability system is a complicated digitalized system because it integrates information and logistics systems. Previous studies used the technology acceptance model (TAM), information systems (IS) success model, expectation confirmation model (ECM), or extended model to explain the continuance intention of traceability system users. Very little literature can be found integrating two different models to explain user intention, not to mention comparing three models in one research context. This study proposed the technology acceptance model (TAM), technology acceptance model-information systems (TAM-IS) success, and technology acceptance model-expectation confirmation model (TAM-ECM) integrated models to evaluate the most appropriate model to explain agri-food traceability system during the COVID-19 pandemic. A questionnaire was designed based on a literature review, and 197 agri-food traceability system users were sampled. The collected data were analyzed by partial least square (PLS) to understand the explanatory power and the differences between the three models. The results showed that: (1) the TAM model has a fair explanatory power of continuance intention (62.2%), but was recommended for its' simplicity; (2) the TAM-IS success integrated model had the best predictive power of 78.3%; and (3) the system providers should raise users' confirmation level, so their continuance intention could be reinforced through mediators, perceived value, and satisfaction. The above findings help to understand agri-food traceability system user intention, and provide theoretical and practical implications for system providers to refine their system design.

Understanding Chinese Consumers' Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers' ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers' purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.

Predictors of academic achievement in distance learning for nursing students

BACKGROUND

Distance learning (DL) is no longer simply an alternative method in the new educational environment induced by COVID-19. The ability of learners to control the learning process is becoming an essential prerequisite for DL because learners are physically separated from their instructors. Therefore, it is necessary to understand the factors influencing DL and investigate the appropriate learning strategy.

OBJECTIVES

This study aimed to identify the relationships between academic achievement and the factors influencing DL.

DESIGN

This study adopted a cross-sectional design.

SETTING

This study was conducted in nursing colleges in Korea.

PARTICIPANTS

Two hundred and one undergraduate nursing students in Korea participated in this study.

METHODS

An online survey of academic achievement, self-regulated learning (SRL), learning flow, engagement, academic stress, and grade point average was conducted using Google Surveys on December 22 and 23, 2020 at four nursing colleges. A hierarchical multiple linear regression model was conducted to identify the predictors of academic achievement. Age and sex were included in the regression model in the first step. Then, learning flow and engagement were included in the second step, and SRL was included in the final step.

RESULTS

Learning flow (β = 0.37, p < .001), engagement (β = 0.23, p = .001), and SRL (β = 0.22 p = .003) explained 49.5% of the variance in academic achievement (Adj R² = 0.50, F = 40.21, p < .001). After controlling for sex, age, flow state, and engagement in learning, SRL explained an additional 2% of the variance in academic achievement (R² change = 0.02, p = .003).

CONCLUSIONS

The development of learning strategies, including SRL ability, learning flow and engagement in DL, contributes not only to students achieving high academic competency but also to educating students about perceptions of their 'future possible self'.

The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior

Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together. The study examines the role of product involvement (cognitive aspect) and anticipated regret (emotional aspect) on the online impulsive buying behavior of the consumer. The results indicate that consumers who experienced downward anticipated regret showed more online impulsive buying behavior than those who experienced upward anticipated regret. Moreover, anticipated regret moderates the relationship between product involvement and online impulsive buying behavior, for participants who experienced downward anticipated regret showing more online impulsive buying behavior than those who experienced upward anticipated regret in the low product involvement group, but there is no differential between downward and upward anticipated regret in the high involvement product group. These findings suggest that anticipated regret helps consumers make more deliberative online shopping choices. The implications for both future research and online consumers are discussed.

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret and impulse purchase for Internet products is explained. The research finds that product semantic perception significantly affects consumers' expected inaction regret, which promotes their impulse purchase intention for Internet products; and expected inaction regret partially mediates between product semantic perception and impulse purchase intention. Self-control ability of consumers negatively moderates the relationship between their expected inaction regret and impulsive purchase intention for Internet products. Thus, the "non-use function" design of product semantics can effectively meet and lead the spiritual and cultural needs in hedonistic Internet shopping for consumers.

Internet Use and Adolescents' Physical and Mental Health: the Mediating Role of Self-consciousness and Peer Relationships

In recent years, online gaming and cyber pornography have become problematic activities among Internet users. When individuals immerse themselves in these activities, the experience of flow can negatively influence users’ physical and mental health and interpersonal relationships. Thus, this study analyzed the mediating roles of self-consciousness and peer relationships in the relationships between online gaming, cyber pornography, and physical and mental health. We obtained data from fifteen senior high schools in Taiwan (N = 1838 students; first year, 996 students, and second year, 842 students) by conducting a 2-year longitudinal survey. Statistical analyses were performed using structural equation modeling. The results indicated that adolescents’ online gaming was positively associated with their physical and mental health; however, it was negatively associated with their self-consciousness. In addition, when they became absorbed in cyber pornography, they lost track of time and lost self-consciousness, and it influenced their peer relationships. Self-consciousness and peer relationships mediated the relationships between cyber pornography and participants’ physical and mental health. We identified relationships between online gaming, cyber pornography, elements of flow, and physical and mental health. The findings of this research can offer guidelines for policy makers and educators who evaluate adolescents’ Internet use and behavior to provide proper access to Internet use and promote by building a healthy Internet environment in educational activities.

The Critical Factors of Student Performance in MOOCs for Sustainable Education: A Case of Chinese Universities

COVID-19 has drastically changed human life, both in the current era and, no doubt, in the years to come. One of the hot topics during this period is whether and how COVID-19 will change education patterns in the next few years. This study aimed to investigate the relationship between massive open online courses (MOOCs) and students’ learning performance. To that end, this study combined the gamification concept with the modified information systems (IS) success model and the expectation–confirmation model (ECM) for building a research model. We surveyed 586 students through an online survey and tested the hypotheses. The research results indicated that MOOCs’ information quality (IQ), system quality (SQ), and service quality (SEQ) had positive influences on the confirmation, which then affected MOOCs’ usefulness, satisfaction, and gamification. Students’ continued usage intention and course performance were positively influenced by usefulness and gamification. Students’ continued usage intention of MOOCs also positively affected course performance. The relationship between gamification and satisfaction, however, was not proved. The research results also showed that gamification, which was composed of entertainment, challenge, and social interaction, played a critical role in improving students’ continued usage intention of MOOCs and their course performance.

A self-congruence and impulse buying effect on user’s shopping behaviour over social networking sites: an empirical study

Purpose

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence.

Design/methodology/approach

The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses.

Findings

The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs.

Research limitations/implications

The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry.

Practical implications

The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry.

Originality/value

This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

Purpose

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Findings

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

Practical implications

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

Originality/value

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

A Study of Young Chinese Intentions to Purchase "Online Paid Knowledge": An Extended Technological Acceptance Model

Under the catalysis of knowledge anxiety and cognitive surplus, knowledge sharing platforms has experienced rapid growth, which has accelerated the integration of knowledge resources online. As with all new successful and sustainable business products, the consumers will play an important role in the future development of online paid knowledge. Therefore, we constructed an extended technological acceptance model by examining factors that influence young Chinese people's willingness to pay for online paid knowledge. The study surveyed 405 young Chinese participants, in which the extended technological acceptance model was tested by using structural equation modeling. Findings indicate that perceived ease of use is positively associated with perceived usefulness and associated attitudes, whereas perceived usefulness and attitude is positively associated with purchase intention. Perceived risk and group conformity are found to indirectly affect consumers' willingness to pay. The study advances the current body of knowledge by empirically testing the impact of perceived risk and the role of cultural influence (group conformity) on purchasing intention. Finally, theoretical and practical implications are discussed.

Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship

We reviewed 58 empirical articles from the last two decades on experiential marketing in the e-commerce context. This literature review seeks to shed light into the fields of experiential and digital marketing, addressing the gaps in experiential aspects that appear during an online shopping session found in the literature. Thus, the paper identifies the elements that create the optimal consumers’ experience together with advantages, challenges, and strategic advice associated with the overall digital experience, an aspect that develops a more sustainable relationship between customers and e-businesses. The findings reveal that the most reported advantage of the overall digital experience is that it provides enhanced satisfaction, an aspect that is crucial for both consumers and online businesses, while some noted that frequent challenges are providing high levels of interactivity and trust. We found several other advantages and challenges of online consumer experience that led to the outlining of the strategic advice for online businesses, all being discussed in detail. The paper addresses a theoretical framework of digital marketing that is relevant for both academics and practitioners, suggestions for future research directions, and key research implications being offered.