Consumption and consumer behavior have changed extremely rapidly over the last few years. In the conditions of COVID-19, this process is even more dynamic, which presents a serious challenge for all managers and especially for marketing managers. There is also a very specific feature in terms of achieving sustainability in online stores. There are many factors that influence this particular relationship, but it remains important for both consumers and companies. In view of this, the study presents and analyzes the real opportunities and ways to achieve sustainability in online shopping.
The article discusses the trends in the development of Internet retail trade in consumer goods in Russia, the trends in the formation of various types of online stores, including online marketplaces. The aim of the study is to reflect the trends and specifics of the development of Internet commerce in the retail sector in Russia, to de-termine the prospects of this process. Trends in the evolution of this type of commercial activity are directly re-lated to the increasing number of Internet users in the world as a whole and in Russia in particular, expanding the boundaries of its coverage of all sectors of the country's economy. Activation and development of large online stores, online marketplaces, their creation of their own logistics systems makes them more competitive in comparison with traditional offline trade. Currently, well-known large offline stores are developing their own platforms for online trading, and large marketplaces are developing and improving their own services, provid-ing an opportunity to earn money, including for small businesses. Therefore, the share of Internet commerce will increase, the role of online stores will increase more and more.
Most retailers use their websites and social media to increase their visibility, while potential customers get information about these retailers using the Internet on electronic devices. Many papers have previously studied online marketing strategies used by retailers, but little attention has been paid to determine how these companies provide information through the Internet about the location and characteristics of their stores. This paper aims to obtain evidence about the inclusion of interactive web maps on retailers' websites to provide information about the location of their stores. With this purpose, the store locator interactive tools of specialty retailers' websites included in the report "Global Powers of Retailing 2015" are studied in detail using different procedures, such as frequency analysis and word clouds. From the results obtained, it was concluded that most of these firms use interactive maps to provide information about their offline stores, but today some of them still use non-interactive (static) maps or text format to present this information. Moreover, some differences were observed among the search filters used in the store locator services, according to the retailer's specialty. These results provided insight into the important role of online store locator tools on retailers' websites.
PurposeThe purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.Design/methodology/approachA total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.FindingsThe study's empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.Originality/valueWith the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.
This study is a quantitative study that aims to determine and analyze whether 3 quality perspectives namely product quality, service quality and delivery quality affect consumer perceptions in rating online stores. The purpose of this study is to find out how consumers rate online stores from three points of view, namely the point of view of product quality, delivery quality, and from the point of view of service quality. This study is located in Surabaya and took a sample of 70 respondents with the provisions of doing online shopping as much as 5 times in the last 1 month. After fulfilling the validity and reliability test, then doing hypothesis testing using the F test and t-test. The results showed that 3 quality perspectives, namely product quality, service quality, and delivery quality either partially or simultaneously had a significant effect on consumer perceptions in determining online store ratings. In addition to building a store image, giving a high rating from consumers will also increase sales turnover which will have an impact on increasing online store profits.
