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The development of the online environment resulted in the formation of the behavior of all subjects in the online and offline market. This paper responds to current changes that significantly shape the whole society. Therefore, this paper aims to identify changes in online shopping before and during the COVID-19 crisis. The paper is based on primary research in the form of a questionnaire survey among a selected group of respondents that assess the determinants influencing their online shopping decisions before and during the ongoing COVID-19 crisis. The research showed that the COVID-19 crisis was reflected in changes in respondents’ online shopping behavior. Less than a third of respondents declared that they did not change their online shopping behavior during the COVID-19 crisis. The research showed that the frequency of online purchases had increased significantly (more than three times), as well as the percentage volume of goods purchased online. It can also be assessed that the COVID-19 crisis has an impact on future online shopping, and more than 40% of respondents do plan to shop online more after the COVID-19 crisis than during the crisis. However, the relationship between generational cohorts and changes in online shopping behavior before and during the COVID-19 crisis has been demonstrated. Online retailers should be prepared for these changes and should take these changes into account when designing and implementing their e-strategy and thus increase their competitiveness in e-commerce.

In this article a total of fifteen determinants of online shopping behavior have been identified that could have an impact on the strategic management process in e-commerce competitiveness. The main objective of the paper is to evaluate the impact of determinants of online shopping behavior on the strategic management process in e-commerce. The main research methods used in the research are as follows: analysis of secondary data, a questionnaire survey among a selected group of e-commerce companies, a critical analysis and a quality comparison of the actually applied determinants of online shopping behavior. The verification of hypotheses is realized using selected methods of statistical induction and descriptive statistics. In summary, the research has shown there is no relationship between evaluating the quality of determinants companies in e-commerce and evaluating the importance of determinants of online shopping behavior. Determinants have an important impact in the process of creating and realizing an e-commerce strategy, with all e-commerce companies regardless of their size being aware of their practical impact and importance. It can be concluded the importance and quality of determinants of online shopping behavior correspond to the type of strategy and strategic management process in terms of e-commerce competitiveness.

The purpose of this research is to determine the relationship between theory of planned behavior (TPB) and technology acceptance model (TAB) elements and consumer purchase intention. Consumer purchase intention mediates the relationship between TPB and TAM elements and online shopping behavior. Moderating role of trust and commitment determined between consumer purchase intention and online shopping behavior. PLS-SEM technique used in analyzing data that collected from students and lecturer of the higher education commission (HEC) recognized universities in Punjab, Pakistan. The current research attempts to examine the role of perceived usefulness, perceived ease of use, attitude, subjective norms, perceived behavioral control, trust, commitment, and consumer purchase intention in predicting actual behavior of consumers by integrating three pre-established frameworks of TAM and TPB theory. Findings reveal that perceived usefulness, perceived ease of use, attitude, subjective norms, and perceived behavioral control have a positive and significant influence on consumer purchase intention. Consumer purchase intention (CPI) mediates between all five independent constructs and online shopping behavior (OSB). Commitment and trust significantly moderate the relationship between consumer purchase intention and internet shopping behavior also has a direct influence on online shopping behavior.

Website attributes such as usability, security, content quality, and design aesthetics play a critical role in shaping women’s apparel purchasing behavior in online retail. This study examines the strategic impact of these attributes on consumer decision-making through data collected via a structured questionnaire using a 5-point Likert scale. Analytical techniques including multiple regression analysis and ANOVA, performed in SPSS, reveal that all proposed hypotheses are supported. Specifically, (1) Design aesthetics positively influence purchase intentions, (2) Usability factors such as mobile responsiveness and intuitive navigation significantly enhance consumer engagement, (3) High-quality content, including detailed product descriptions and authentic reviews, strengthens consumer trust and purchase decisions, and (4) Security features such as secure payment gateways and robust data protection are essential in maintaining customer confidence. The findings underscore that design aesthetics, usability, and content quality have the strongest impact on purchase behavior, while security remains a foundational trust factor. These results offer valuable implications for management and marketing practitioners, highlighting the importance of optimizing e-commerce platforms to enhance customer satisfaction, increase engagement, and drive sustainable sales growth.

PurposeThe present study aims to examine the current digital information literacy (DIL) skills of female online shoppers in Lahore city of Pakistan. Data were gathered from a purposive sampling of women, aged between 20–50 years who were buying products online, not from the traditional retail stores. Out of 309 received questionnaires, 269 responses were useable and were utilized for data analysis. Descriptive and inferential statistics were used to deduce inferences.Design/methodology/approachQuantitative research approach was employed for this study, and a survey was conducted to collect the data from the study's respondents. For data analysis, descriptive and inferential statistics were used.FindingsResults revealed that the digital information literacy skills of women were good to a moderate level. However, they were not confident in applying advanced searching options. In accordance with what was hypothesized in a directional hypothesis, DIL was found to be a strong predictor of online shopping behavior of women, consequently highlighting the importance of such competencies in modern life. Other findings illustrate that participating women rarely engaged in online shopping and felt hesitation in using credit/debit card for online transactions.Research limitations/implicationsThese observations highlight the important role of information professionals in creating digital literacy among different population groups, specifically women, by planning digital information instruction through courses, workshops and trainings. This could eventually be possible with the dynamic role of librarians or information professionals in the society.Originality/valueThe present study adopts the unique approach of measuring online shopping behavior of female shoppers in connection with their digital information literacy skills.

Purpose:   This paper aims to analyze the Indonesian Online Shopping Perspective through the relationship between e-Satisfaction, e-Commitment, e-WOM and e-Repurchase Intention.   Theoretical framework:  TRA (Ajzen and Fishbein, 1975), TPB (Ajzen, 1985, 1991, 2011), and TAM as the foundation in building this research model, because the best model predicts individual intentions towards accepting an information system.                Design/methodology/approach:  Samples that are accepted and suitable for use as data analysis are 331 samples from all users of online shopping applications or sites. The results of primary data will be analyzed using the PLS-SEM approach through the SmartPLS application.   Findings:  e-STF (e-IQ, e-SQ, e-SQL), e-COM (e-AC, e-NC, e-CC), and e-WOM imply the attitudes and behavior of the Indonesian people toward e-RI in the context of online shopping behavior. However, the contribution of e-STF has not been able to build e-COM.   Research, Practical & Social implications: This research can be used as a preference for online shop producers, IS developers, or managers in realizing competitive advantage and sustainable business. The contribution of e-STF does not have a significant effect on e-COM, but customer attitudes still reflect a positive attitude towards the online shop. When customers are committed to a particular online shop, they will certainly recommend and make repeat purchases accompanied by a satisfied attitude. When customers are committed to a particular online shop, they will recommend and make repeat purchases accompanied by a satisfied attitude.  Because this research uses a reflective-formative type model approach to e-STF and e-COM variables and the direct relationship between the constructs. It is hoped that further research will use e-COM and e-WOM as mediator variables to fill the shortcomings of this study.   Originality/value: This study uses a reflective-formative approach to the variables e-STF (e-IQ, e-SQ, e-SQL) and e-COM (e-AC, e-NC, e-CC) to explore fundamentally online shopping behavior.

Online shopping has grown in popularity over the past few years, particularly in the context of COVID-19. Gamification is also progressively emerging as an ideal means to boost motivation and encourage community engagement. This study attempts to identify the variables influencing young Vietnamese people's willingness to adopt gamification and its impact on their buying habits in order to suggest practical solutions for business marketing initiatives. The study uses a quantitative research approach with simple random sampling (n = 230). The number of valid samples officially included in the study is 288 as a consequence of the survey results. The results suggest that the following elements significantly impact the intention to adopt gamification: favorable circumstances, effort expectations, social influence, and performance expectations. These have a 54.1 percent impact on gamification acceptance intent and a 29.6 percent impact on online shopping behavior. Finally, the study's findings are used to make various suggestions to improve gamification's effectiveness in marketing activities.

The aim of the study is to determine the size and strength of consumers' attitudes towards brands and to observe the effect of marketing efforts on attitudes with the support of biometric data. Through this main purpose 406 people participated in the study to create a brand set, and 60 people participated in the experiment phase. The shopping processes were monitored via eye tracker, and the patterns based on groups were obtained. It has been found out that sales promotion tools and social impact are the influential factors in the purchasing process, which is positioned as the main proposal of the study. According to the comparison made between parents and individuals not having any children, it has been discovered that the gender factor is not influential in the purchasing process while the brand related experience of parents is very effective in the process.

PurposeThe present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.Design/methodology/approachLogistic regressions (LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.FindingsWhile shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.Practical implicationsOnline retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.Originality/valueThe study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.

PurposeThe current study aims to empirically analyze the influence of different information sources, together with the persuasiveness of recommender systems (RSs) on the consumer’s purchase intention (PI). It also expands the research on RSs from the point of view of consumer behavior and psychology, considering perceived usefulness and relevance. In addition, it analyzes how different types of personalized recommendations, along with non-personalized ones, influence PI.Design/methodology/approachThe proposed model has been validated using partial least squares structural equation modeling (PLS-SEM), based on the data collected from 597 online shoppers.FindingsThis study proves that both information search and RSs influence PI, being complementary rather than mutually exclusive. Recommender systems’ findings indicate that the PI is primarily influenced by the perceived relevance of RSs, the information provided by manufacturers and reviews. Moreover, only the influence of the perceived usefulness of personalized recommendations strongly affects PI. Conversely, non-personalized recommendations do not affect PI.Practical implicationsDevelopers should focus on increasing the perceived usefulness and relevance of RSs. Thus, they could adopt the hybridization of RSs with the aggregation of both personal shopping behavior and social network contacts. It should integrate information signals from multiple sources to include sentiment extracted from reviews or links to the manufacturer’s page. Furthermore, the recommendation of discounted products must be only for products preferred by customers, because only these influence the PI.Originality/valueThis research provides a structural model that examines together, for the first time, the influence on the PI of the main RSs and sources of information.