NAVIGATING DIGITAL CONSUMER BEHAVIOR: THE ROLE OF ONLINE ENGAGEMENT AND PERCEIVED RISK

Zargham Ullah KHAN, Jaffar Mahmood BUTT, Larisa IVASCU, M. Ibrahim ABDULLAH

Abstract


The purpose of this paper is to explore the role of perceived risk in an omnichannel environment on compulsive and impulsive buying behavior. Online survey sheets were distributed via email and social media, covering a stratified random sampling of respondents based on criteria for online engagement. Based on regression analysis, channel preference significantly increases online engagement, which in turn leads to compulsive buying. Impulsive buying tendencies can also transition into compulsive behavior. The relationship was moderated by perceived risk, where higher levels of perceived risk led to lower compulsive buying. This exploratory study, based on self-reported data and a cross-sectional design, calls for additional research with larger longitudinal samples, starting with extending the Technology Acceptance Model (TAM). 

Full Text:

PDF

References


Abbott, R., Sin, R., Pedersen, C., Harris, T., Beck, T., Nilsson, S., Dong, T., Wang, Y., Li, Y., The role of dark pattern stimuli and personality in online impulse shopping: An application of S‐O‐R theory. Journal of Consumer Behaviour, 22(6), pp. 1311-1329, 2023.

Al Nabhani, K., Wilson, A., McLean, G., Examining consumers' continuous usage of multichannel retailers' mobile applications. Psychology & Marketing, 39(1), pp. 168-195, 2022.

Alsyouf, A., Lutfi, A., Alsubahi, N., Alhazmi, F. N., Al-Mugheed, K., Anshasi, R. J., Alharbi, N. I., Albugami, M., The use of a technology acceptance model (TAM) to predict patients’ usage of a personal health record system: the role of security, privacy, and usability. International journal of environmental research and public health, 20(2), 1347, 2023.

Altınkan, D., Armağan, E., The Effect Of Consumer Personality Traits And Decision-Making Styles On Online Impulsive And Compulsive Buying Behaviors. Journal of Business in The Digital Age, 7(1), pp. 30-50, 2024.

Anderson, S., Rayburn, S. W., Sierra, J.J., Murdock, K., McGeorge, A., Consumer buying behavior and retailer strategy through a crisis: A futures studies perspective. Journal of Marketing Theory and Practice, 30(4), pp. 457-475, 2022.

Bakri, Z.F., Analyzing the Influence of Digital Marketing Strategies on Business Performance in the Beauty Industry: A Comprehensive Analysis of Social Media Engagement and Influencer Collaborations. Journal on Economics, Management and Business Technology, 2(1), pp. 37-48,2023.

Bao, Z., Yang, J., Why online consumers have the urge to buy impulsively: roles of serendipity, trust and flow experience. Management Decision, 60(12), pp. 3350-3365., 2022

Cavazos, J., Maynez, A.I., Antecedents of online impulse buying: An analysis of gender and centennials’ and millennials’ perspectives. Journal of theoretical and applied electronic commerce research, 17(1), pp. 122-137, 2022.

Ebrahimi, P., Khajeheian, D., Soleimani, M., Gholampour, A., Fekete-Farkas, M., User engagement in social network platforms: what key strategic factors determine online consumer purchase behaviour? Economic research-Ekonomska istraživanja, 36(1), 2023.

Girish, V., Kim, M.-Y., Sharma, I., Lee, C.-K., Examining the structural relationships among e-learning interactivity, uncertainty avoidance, and perceived risks of COVID-19: Applying extended technology acceptance model. International Journal of Human–Computer Interaction, 38(8), pp. 742-752, 2022.

Goraya, M.A.S., Zhu, J., Akram, M.S., Shareef, M.A., Malik, A., Bhatti, Z.A., The impact of channel integration on consumers’ channel preferences: do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, 65, 102130, 2022.

Grewal, D., Herhausen, D., Ludwig, S., Ordenes, F.V., The future of digital communication research: Considering dynamics and multimodality. Journal of Retailing, 98(2), pp. 224-240, 2022.

Gulfraz, M.B., Sufyan, M., Mustak, M., Salminen, J., Srivastava, D.K., Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000, 2022.

Islam, S., Islam, M.F., Zannat, N.-E., Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis. SAGE Open, 13(3), 21582440231197495, 2023.

Johnson, J.L., Keleman Saxena, A., On critical proximity: Distance, difference, and digital sociality. Journal of Political Ecology, 29(1), pp. 741-761, 2022.

Lavuri, R., Jindal, A., Akram, U., How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk. International Journal of Quality and Service Sciences, 14(4), pp. 615-634, 2022.

Leipamaa, H., Närvänen, E., Makkonen, H., The rise of collaborative engagement platforms. European Journal of Marketing, 56(13), pp. 26-49, 2022.

Leso, B.H., Cortimiglia, M.N., The influence of user involvement in information system adoption: an extension of TAM. Cognition, Technology & Work, 24(2), pp. 215-231, 2022.

Mardhiah, A., Farisha, N., Yuan, W.P., Tony, F.N., Investigating the Influence of Perceived Ease of Use and Perceived Usefulness on Housekeeping Technology Intention to Use. International Journal of Academic Research in Business and Social Sciences, 12(11), pp. 1306-1314, 2022.

Mohzana, M., Tawil, M.R., Sakti, B.P., Ramli, A., Lubis, F.M., The influence of workload, demographic factors and hardiness on teachers’ work stress. Journal on Education, 5(4), pp. 15631-15636, 2023.

Muller, A., Joshi, M., Thomas, T.A., Excessive shopping on the internet: Recent trends in compulsive buying-shopping disorder. Current Opinion in Behavioral Sciences, 44, 101116, 2022.

Nahum, I., Shaw, S.D., Carpenter, S.M., Murphy, S.A., Yoon, C., Engagement in digital interventions. American Psychologist, 77(7), 836, 2022.

Nanda, A.P., Banerji, D., Singh, N., Situational factors of compulsive buying and the well-being outcomes: what we know and what we need to know. Journal of Macromarketing, 43(3), pp. 384-402, 2023.

Ndhlovu, T., Maree, T., Consumer brand engagement: Refined measurement scales for product and service contexts. Journal of Business Research, 146, pp. 228-240, 2022.

Ngoh, C., Mellema, H.N., B2C multi-to single-channel: the effect of removing a consumer channel preference on consumer retailer and channel choice. Journal of Business & Industrial Marketing, 39(1), pp. 53-65, 2024.

Owusu, P.R., Asiedu, E.P., Ji, J., Sarpong, F.A., Innovation and evaluation of technology acceptance model (Tam) in S-commerce: a case of social media platforms in Ghana. Journal of Computer and Communications, 10(3), pp. 100-124, 2022.

Pellegrino, A., Consumer Perceptions. How Digital Marketing Has Changed Consumer Perceptions. In Decoding Digital Consumer Behavior: Bridging Theory and Practice, pp. 31-53, Springer, 2024.

Raifman, S., DeVost, M.A., Digitale, J.C., Chen, Y.-H., & Morris, M.D., Respondent-driven sampling: a sampling method for hard-to-reach populations and beyond. Current Epidemiology Reports, 9(1), pp. 38-47, 2022.

Ratchford, B., Soysal, G., Zentner, A., Gauri, D.K., Online and offline retailing: What we know and directions for future research. Journal of Retailing, 98(1), pp. 152-177, 2022.

Santi Budiman, M., Tony Wijaya, M., Sukesi, M., Damiasih, M., Exploring the Effect of Situational Factors on Hedonic and Utilitarian Browsing for Mobile App Impulsive Buying. Transnational Marketing Journal, 11(1), pp. 229-245, 2023.

Santos, Z.R., Cheung, C.M., Coelho, P.S., Rita, P., Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457, 2022.


Refbacks

  • There are currently no refbacks.


JOURNAL INDEXED IN :