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Sanjeev Prashar,T. Sai Vijay,Chandan Parsad 한국유통과학회 2015 Asian Journal of Business Environment (AJBE) Vol.5 No.4
Purpose – The present study examines interrelationships among antecedent factors defining consumer behavior in selecting online shopping websites. Research design, data, and methodology – The study identified factors from existing literature and used Interpretive Structural Modeling (ISM) to propose a conceptual approach to explain consumer website selection behavior. Through extensive discussions among industry and academia experts, qualitative assessment of the relationship between various factors was determined. Results – According to the model, eight congregating factors do not converge directly for website selection, rather, they operate following a hierarchy of influence. The ISM and MICMAC analysis reveal that information on a website and website aesthetics play key roles in influencing website selection. However, convenience and the value proposition also play very significant roles. Conclusions – The study’s findings can help the e-commerce industry, especially online retailers. The findings can be used to enhance e-retailer ability to attract, communicate, engage, achieve, monitor, and evaluate web traffic and design appropriate strategies. The study’s prime contribution is the application of Interpretative Structural Modeling (ISM) to the field of website selection.
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Sanjeev Prashar,Pranay Verma,Chandan Parsad,T Sai Vijay 한국유통과학회 2016 KODISA ICBE (International Conference on Business Vol.2016 No.-
This research paper has been attempted to inventory the atmospheric factors, contributing to better sales. Exploratory study was undertaken to identify various signs of store atmospherics variables that influence the buying behaviour of buyers. Thirty-four variables identified from this study were used to create a structured questionnaire. This questionnaire was then administered among shoppers in NCR Delhi using non-probability convenience sampling. To determine the atmospheric factors, Principal Component Analysis (PCA) along with Varimax Rotation was attempted. Using principal component factor analysis on the data collected, nine factors were identified to have impact on the store atmospheric. These were Querulous, Music, Sensitive, Budget Seeker, Sensuous, Light, Idler, Space seeker and Comfort Seeker. Contrary to the various earlier studies where music, space seeker and comfort seeker were considered to be most significant factors, light and querulous have emerged out to be the major factor that influences the store atmospheric. This study shows that customers are sensitive, space seekers and sensuous. Constituents of these factors reveal distinct patterns. This research may be used as guidelines for development and management of shopping malls in emerging countries. Retail marketers in India can take this cue in designing their strategies to attract consumers.
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Impact of video product presentation and scarcity claim on mobile-based impulse buying
Gupta Priyanka,Prashar Sanjeev,Parsad Chandan,Vijay Tata Sai 한국마케팅과학회 2023 마케팅과학연구 Vol.33 No.4
The introduction of mobile shopping apps has resulted in the growth of impulse buying or excessive compulsion, especially in the fashion industry. This paper aims to establish a relationship between app stimuli (including performance expectancy, effort expectancy, atmosphere, layout, and privacy and security) and impulse buying behaviour. Besides this, it also examines the moderating effects of the video product presentation and product scarcity claim and the mediating effects of impulse buying intention and user satisfaction. The study was carried out in two phases. In the first phase, a paired t-test analysis was carried out to compare the mean of each set. This was followed by multi-group structural equation modelling to check the model’s validity. The results show that while video product presentation produced a significant difference between impulse buying intention and impulse buying behaviour for both the male and female respondents, scarcity claims achieved positive results only for male participants. The SEM results, meanwhile, demonstrated that both the mediating variables bear a relationship to performance expectancy, privacy and security, and impulse buying behaviour. However, effort expectancy was only related to impulse buying intention, while atmosphere and layout were exclusively associated with user satisfaction. Based on the findings of the study, theoretical and managerial implications are presented.
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Prashar, Sanjeev,Verma, Pranay,Parsad, Chandan,Vijay, T. Sai Korea Distribution Science Association 2015 The Journal of Asian Finance, Economics and Busine Vol.2 No.3
This research paper has been attempted to inventory the atmospheric factors, contributing to better sales. Exploratory study was undertaken to identify various signs of store atmospherics variables that influence the buying behaviour of buyers. Thirty-four variables identified from this study were used to create a structured questionnaire. This questionnaire was then administered among shoppers in NCR Delhi using non-probability convenience sampling. To determine the atmospheric factors, Principal Component Analysis (PCA) along with Varimax Rotation was attempted. Using principal component factor analysis on the data collected, nine factors were identified to have impact on the store atmospheric. These were Querulous, Music, Sensitive, Budget Seeker, Sensuous, Light, Idler, Space seeker and Comfort Seeker. Contrary to the various earlier studies where music, space seeker and comfort seeker were considered to be most significant factors, light and querulous have emerged out to be the major factor that influences the store atmospheric. This study shows that customers are sensitive, space seekers and sensuous. Constituents of these factors reveal distinct patterns. This research may be used as guidelines for development and management of shopping malls in emerging countries. Retail marketers in India can take this cue in designing their strategies to attract consumers.
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