Chapter II
REVIEW OF LITERATURE
This chapter deals with the review of related concepts and studies found in
previous literature. It also presents a synthesis of reviewed research literature.
Conceptual Literature
This part of the chapter encompasses the essential concepts that support the
study. This includes the Patterns across channel usage of the Search, Purchase,
Delivery and Post-sale and also the Extrinsic and Intrinsic towards the consumer
buying process.
Search
Information search is a stage of the decision making process in which
consumers actively collect and utilize information from internal and/or external
sources to make better purchase decisions. Internal search occurs when consumers
access information previously stored in memory.
According to C. Haridasan et.al (2021) Information provision strategies
with respect to the identified themes may help retailers to reduce consumers’ risk
perceptions, manage involvement levels, enhances product knowledge and also to
provide the right information about price while taking into consideration the
experience factors.
More information about a company's products can frequently be found
online than in physical stores as stated by Baluch A. (2022). Instead of conversing
with one or two sales representatives in person, anyone can read product
descriptions, suggestions for similar items, and customer reviews online that may
aid in making a more informed choice. In addition, the author highlighted one of
the most important considerations for consumers when they shop online which is
time savings in searching the product. Which gives the following insights; online
shopping is practical and provides a range of goods that might not be able to find in
neighborhood shops. Online comparison shopping is simpler because it can quickly
access product details, prices, and reviews. When anyone shop online, it may end
up spending more than it would if visited a physical store because it have to wait
for the product to be delivered. Another risk when shopping online is the possibility
of fraud, which can reduce by sticking with reputable merchants and using a credit
card with fraud insurance.
Product presentations are important, whether you're in charge of a small or
large company. On the discussion of the 10 Steps to Creating a Powerful Product
Presentation written by Eukeruke, U. (2022), it is said that “A strong presentation is
the key to increasing sales of your product.” Presenting information probably spent
a lot of time and money developing a great product to meet a market need but the
final piece of the puzzle is pitching the product potential to customers, investors,
and other key stakeholders. This point typically follows weeks, months, or even
years of research, preparation, design, production, and testing. In order to increase
sales of the product, it must develop a persuasive product presentation. It definitely
wants customers to take out their checks or move on to the next step after the
presentation. The audience will be won over, it attracts new clients, and sales will
rise if product presentations are flawless. On the other hand, poor product
presentations might damage brand. It might even have a top-notch product with the
ability to completely change the game. Poor delivery, however, could turn off
potential customers by showing them that it lack faith in offering.
A good product description must include details like the expiration date,
size dimensions, weight, date of manufacture, and actual uses. The description must
also mention the existence of a warranty, as appropriate. If you sell food products,
think about listing the ingredients because it makes it simpler for people who have
special dietary needs or restrictions to buy from you as stated by PinnacleCart
Team (2015). Selling a narrative or an idea that appeal to the wants or fads of your
audience is frequently the focus of online retail. Online stores, of course, lack a live
store attendant, so your best salesperson must be replaced by a product description
for the sale items. When describing them, use content that is engaging and
stimulating to pique your visitors' interest in making a purchase. While clever and
imaginative descriptions can be very persuasive, don't forget to include the crucial
information as well.
On the study conducted by Helal, E. B., Raisa, K. A., & Akter, T. (2022),
entitled,” Online and Offline Shopping Decision Making Process of Generation Y
Customer” the authors said that no matter how a purchase is made, the first step is
"Need Identification," which starts as soon as the buyer notices a problem. The
customer notices a discrepancy between the stage they are in and the desired state
(Sarkar & Das, 2017). The thing that's needed to satisfy the customer's need is what
will make them happy. Customers evaluate the goods and services that might
satisfy their needs during the following phase, "Information Search." The initial
stage of risk management is this.
Consumers consider the benefits and drawbacks of purchasing a product. The next
step is "Evaluation Of Alternatives," where products and services are contrasted to
determine which is best. Due to the fact that every customer has different preferences,
this decision is wholly subjective. Furthermore, after consideration, goods and services
are purchased during the "Purchasing Decision" process. At this point, a customer has
either considered all the available data or drawn a logical conclusion, made a decision
based on their emotions, given in to marketing tactics, or a combination of all of the
above. The "Post-Purchase Decision" stage, as defined by Sarkar & Das (2017), is when a
customer assesses whether a product or service met expectations, exceeded them, or
disappointed them after purchasing and using it.
Purchase
Online shopping researchers have looked at a variety of factors that influence
online trust (Agag & El-Masry, 2016; Al-Debei et al., 2015; Hsu & Hsu, 2014; Lim,
2015). For instance, a Taiwanese study found that security and privacy were significant
predictors of users' trust in e-commerce platforms (Hsu & Hsu, 2014). Furthermore, AlDebei et al. (2015) offered insightful information by showing that electronic word of
mouth improved online shoppers' trust. In addition, a Malaysian study found that
consumers' perceptions of trust are significantly influenced by their experience with
electronic shopping (Lim, 2015). Agag and El-Masry (2016b) surveyed 1431 consumers
who had shopped online and found that a higher disposition for trust is associated with
high levels of trust for online travel websites. In addition, Lee et al. (2011) acknowledged
that trust in online shopping malls directly influences positive customer reviews. Ashraf
et al. (2014) used a quantitative approach to show that trust in online shopping positively
and significantly predicts the user's perception of a website's usability. According to a
study conducted in Egypt (Agag & El-Masry, 2016), online travel booking websites
receive more positive word-of-mouth when there are higher levels of trust.
Personalization psychology and maintaining a broad and diverse catalog of goods
and services go hand in hand. To deliver a satisfying shopping experience, this is
essential. You should be able to see a variety of fabrics, cuts, colors, and sizes when you
walk into a clothing store. We desire a different sensation! Any business will experience
the same. By personalizing your proposal, you give your clients the impression that you
are speaking directly to them. They were specifically catered to, and they hold the power
to make the final choice. Websites should use AI learning to suggest goods that the user
is actually interested in. The customer feels as though businesses are reading their minds
and does not have to spend a lot of time looking for the product. Utilizing
recommendation tools can be very effective in this situation to give customers the
impression that you are aware of their preferences. Yala, a store that specializes in
women's fashion, is one that excels at this.
Delivery
According to Nikhil Srivastava (2016), there was no faster way to get what we
wanted than through online shopping, where we wouldn't have to wait in line for hours to
pay for our purchases. When compared to traditional shopping, where it takes more time
to search for products, browsing and searching for products online can save a lot of time.
Online shopping allows consumers to reduce their effort as well.
However the purchase product takes time to be arrived at the owner. It usually
takes between six and seven days to deliver the product that a customer has ordered
online. However, when shopping offline, the buyer immediately takes possession of the
purchased items. Therefore, this is a significant factor that influences online shopping.
People prefer to receive a product at a specific time or within a short period of time, so
they want a good delivery time. The second most important factor influencing product
demand is duration. On-time delivery is one of the main criteria customers use to
evaluate the delivery experience, making it essential for retaining customers as stated by
Dalin-Kaptzan, Z. (2022). Lower rates of on-time delivery result in irate customers who
won't place another order, more customer complaints, customer service calls, and
consequent costs for your company. Customers today have high expectations and fierce
competition. They don't care if their order is delayed because of the suppliers, the
delivery person, stock issues, or any other factor, including inventory management or
supply chain issues. They want their orders to be delivered on time and within the
designated delivery window. The statistics speak for themselves: a GreyOrange survey
found that 45% of consumers currently expect 2-day shipping or less when they make an
online purchase. The fact that 57% of customers won't patronize a retailer again after
three late deliveries is even more astounding.
In today's digital age, those client complaints could easily develop into
unfavourable online reviews on a company website or social media. Delivery companies
run the risk of alienating their customers and ruining their reputations with their shippers.
Keeping high customer retention rates and maintaining customer satisfaction depend
heavily on timely delivery services.
Post-Sale
Reaching the checkout stage for online shoppers can be a crucial turning point in
the buying process. Consumers have typically been free to conduct their purchases
up until the point of check-out, with little interruption or pressure to make a choice.
Unfortunately, things frequently feel off once they reach the checkout. Between the
cart and checkout, there is a breakdown in the experience that causes a disconnect
for the customer as discussed by Mathradas A. (2021).
Consumers demand that the checkout process be made as simple as possible. If the
checkout process is difficult, 87% of online shoppers will abandon their carts, and
55% will leave the retailer entirely, according to Accenture (2021). Consumers
obviously want the checkout process to be as easy and hassle-free as possible.
Because of this expectation, customers are looking for checkout features like:
Population of automatic payments. Options for one-click checkout. Options for
guest checkout. Accurate, transparent total costs.
In addition to the insight of Mathradas, digital sellers can use technology
integrations to make checkout nearly as simple as the rest of the shopping process
in order to deliver the quick and convenient checkout experience consumers
demand. For instance, providing many payment options, like PayPal, Apple Pay,
and more, eliminates a potential point of hesitation for customers and increases the
legitimacy of the e-commerce site. In order to make it simple for customers to make
purchases while browsing their timelines on social media, sellers can also use other
channels .Depending on business; there are many ways to streamline the checkout
process. Fortunately, there are numerous technological solutions and integrations
available to streamline the checkout process for convenient, precise purchases.
Going shopping and locating preferred product at a discount is always a fantastic
idea as an owner of the comoany which can be consideration for the said post-event
surveys. We are thrilled by it and intend to purchase it right away in order to take
advantage of the chance to get great deals and save money. Everyone enjoys a good
deal, so when a sale is announced, people rush to the stores to buy their favorite
items, whether it's an offline or online sale. This has become a global trend. Some
people view it as a time for celebration, and sales like this typically take place on
holidays or other special occasions. Customers benefit from being able to take
advantage of the best offers and discounts because businesses typically put their
products up for sale to increase "sales".In addition, Customers can save more
money, and businesses can sell more goods, so it's a win-win situation for both
parties. The article that follows lists five awesome advantages of shopping during a
sale such as money saving, get more products, awesome time for gift buying, more
choice and variations and play for fun by discovering new products as per discussed
and highlight of the Cvent (2019).
Utilizing post-event surveys, it can gauge the success of event and create more
effective event marketing plans moving forward. It can learn what worked and what
didn't by asking attendees for feedback. It may also receive useful suggestions that
it wouldn't get otherwise. Take advantage of this chance by learning how to
conduct a successful survey, including the best ways to follow up on survey results
and the kinds of questions to ask. The following advantages of the post event
survey: It can measure event success. It can improve future events. At last, it can
build trust with audience by showing the value of customer opinions as per
discussed by Carter C. (2023).
A 2016 study found that 16% of event planners cited finding sponsors as their top
challenge. However, a post-event survey can help in avoiding being one of the
16%. The favourable survey results, then, will be helpful. The post-event evaluation
results, which will scream about how successful event was, will demonstrate the
capacity to ensure success and entice new sponsors. It can reap all of the above
benefits by performing a quick evaluation of how event went, which will also give
already dazzling company more luster. Furthermore, developing such surveys is no
longer a challenge thanks to developing technologies, which have made it simple to
instantly create free online surveys. It can use a variety of free survey and quiz
creation tools for this as it was emphasized by Cornell C. (2022) in discussing the
top 5 benefits of Post-Event Survey.
Apparel products (General)
According to the journal of textile and apparel (2010) Review on historical
development of smart clothing implies the most challenges in smart clothing
product development, the research approaches under a bias towards technology.
The perspectives of design research, physiological considerations, and textile
technology are suggested as a framework to consider the multi-disciplinary nature
of smart clothing. Current smart clothing products are reviewed based on the issues
aroused in the product development process, which is how fashion and technology
can coexist in functional clothing. Market segments for smart clothing are reconsidered in order to accommodate the user requirements for smart clothing.
Increased demands for sustainable apparel products require research to
understand better how to encourage sustainable buying behavior effectively,
especially in the understudied areas of cross-cultural research. This study, which
includes respondents from the UK, US, and China who completed an online survey,
explores determinants of behavioral intention toward sustainable apparel products
(SAP). This paper contributes to examine both consumer characteristics (shopping
values, consciousness of sustainability, perceived consumer effectiveness, and
environmental knowledge) and marketing perspective (evaluation criteria of SAP)
determinants for encouraging sustainable apparel consumption behaviors.
Significant country differences also emerged, indicating the positive impact on
behavioral intention to sustainable apparel products across three countries. Results
of structural equation modeling analysis demonstrated there were differences and
similarities in the effect of consumers’ characteristic factors and marketing
perspective factors on SAP behavioral intention among three countries. The results
validate that differentiated marketing strategies in the sustainable apparel industry
are required when targeting global consumers to boost sustainable apparel
consumption and successfully help to remedy the crisis facing our planet and
further generation (Jung Jung et.al, 2021).
According to Curven et.al (2013) The three-fold purpose of this study is to
document current challenges the apparel industry experiences in developing
sustainable apparel, discover product development strategies for fulfilling
sustainable business goals, and determine the principles guiding successful
interaction between designers and the upstream supply chain. This study adopted a
case study method to identify and communicate practical challenges and solutions
of Eileen Fisher, a women's apparel manufacturer. Data were collected from
thirteen in-depth interviews conducted with members of the case company and its
suppliers, with secondary data analysis from the case company's website and
archival records. The study identified five challenges the case company
encountered with respect to maintaining product value, quality, and aesthetics,
meeting needs of suppliers, and coping with higher material and labor costs. Five
solutions were put into place supporting sustainability objectives, and which
highlight the practice of innovation in design, optimizing timing and resources,
gathering and diffusing information, relationship management, and making tradeoffs for cost and value. Five principles, which guided the design team and its
interaction with upstream suppliers, were identified and modeled. The implication
for other apparel companies in overcoming challenges of sustainable product
development is that it begins with a clear mission, strong company mandate, and
like-minded supply partners. The authors believe that, in beginning to fill an area of
limited research, examination of the connections between design process and the
supply chain is imperative for advancing sustainable practices in the apparel and
textile industry.
Compulsive buyers are individuals who experience and routinely act on
powerful, uncontrollable urges to purchase. The relationships that existed between
compulsive buying behavior and perceived social status associated with buying,
materialism, self‐esteem, and apparel‐product involvement for adults between the
ages of 18 and 24 were investigated. This age range was selected because it is the
average onset age of compulsive buying behavior. A convenience sample of 305
undergraduates completed a questionnaire that contained measures of compulsive
buying, perceived social status associated with buying, materialism, self‐esteem,
and apparel‐product involvement (Yurchisin et.al, 2004). The purpose of this
qualitative study was to explore how the performance of apparel products is
measured in the apparel business so as to contribute theoretical understanding and
the company’s capacity of apparel product development.
Apparel products (Bench)
Bench is the Philippines’ leading clothing and lifestyle brand. Its story dates
back to 1987, when founder and chief innovator Ben Chan got the opportunity to
design and sell men’s T-shirts and jeans at a local department store. Thirty years
later, with shops in San Francisco, Saudi Arabia, Dubai, Bahrain, Myanmar, Japan,
and various cities in China, Bench is now providing affordable and quality products
not only to Filipinos, but also to fashion lovers from different corners of the world
(World Branding Awards, 2017).
Generation Z
According to Singh & Dangmei (2016) Generation Z is born and raised with
the social web, they are digital centric and technology is their identity. This
generation will be entering in the companies in the coming years but little is known
of this generation about their characteristics, needs, attributes and work style. They
seem to have different attitudes towards work then the previous generations.
Without proper understanding of this generation, organizations will find difficulties
to hire and retain them for the sustainable growth of the organizations. By
understanding them, the companies can determine what can impact their
recruitment and retention success through paying attention to what this generation
tick in the workplace. This paper examines the characteristics and preferences of
the Generation Z from the existing literature so that organizations can foresee and
build work place suitable for them which in turn will impact the organizational
performances.
Generation Z refers to those individuals who were born in the decade
following the widespread emergence of the World Wide Web, from the mid-1990’s
to the early 2000’s. Most of Generation Z comprises the children of Gen X,
although some may be children of later Baby Boomers. Generation Y and
Generation Z are often combined and share many characteristics, most notably a
savvy with technology and a comfort-level with the global world. However,
Generation Z will likely show some strong consumer-oriented differences from
Generation Y because of the age of these individuals during periods of economic
recession.
(Wood, 2014)
Further, according to Seemiller & Routledge (2018) No other generation in
history has received as much coverage as the Millennial generation. Books, Google
searches, blogs, and news articles are everywhere about them. Yet, Generation Z is
comprised of our youth and young adults today and has received very little
attention comparatively. Those in Generation Z are among our youngest
consumers, students, colleagues, constituents, voters, and neighbors. Being able to
better understand who they are and how they see the world can be helpful in
effectively working with, teaching, supervising, and leading them.
Generation Z, a unique and truly digital native generation, is now entering
college and the workplace. This article identifies generational influences and
distinctive characteristics of this group, which may challenge nurse educators and
require changes in teaching–learning design strategies and approaches. Specific
educational suggestions and ways to support members of Generation Z in higher
education and the workplace are offered (Chicca et al. 2018). The biggest future
challenge for marketing and consequently for retailing seems to be generation Z,
since members of this generation seem to behave differently as consumers and are
more focused on innovation. The aim of this paper is to explore Generation Z
consumers' current perceptions, expectations and recommendations in terms of their
future interactions in smart retailing contexts (Priporas et al. 2017).
form of consumption they are reconfiguring the buying models and
breaking paradigms for traditional sellers. A large percentage of their purchases
tend to be online, and this forces retailers, regardless of their size, to look for ways
to create links with them, to observe them and to offer products and services that
are increasingly attractive to them. Navigation experiences positively and
significantly affect the attitude towards the web, and these beliefs influence the
intention to buy. Therefore, consumers should feel satisfied with their experiences,
since having a positive experience will lead to a positive predisposition purchase a
product (Küster et al., 2016).
Research Literature
The following literatures from previous studies are of significance and are
similar to the present study.
According to Valaei and Nikhashemi, (2017) the advent of media and
technology has led to growing inclination among It is shown in the study of Marie
Wiederhold, Luis F Martinez, (2018) that in today's society, the trend of ethical
consumerism is undeniable. Yet, even though consumers are ethically concerned,
they rarely transform their intentions into a green purchasing behavior and this
phenomenon is also evident in the sustainable fashion industry. This study aims to
understand the prevailing attitude behavior gap and explores the barriers that
constrain consumers in purchasing green apparel. A total of 13 in‐depth interviews
were conducted and analyzed to the principles of grounded theory. The analysis
reveals that the following barriers impede consumption of sustainable fashion:
price, availability, knowledge, transparency, image, inertia and consumption habits.
The impact of each dimension on consumers' purchase decisions might be of
interest to apparel manufacturers and retailers who should implement strategies to
encourage eco‐conscious apparel acquisition and focus on diminishing these
barriers.
Towards this end, the study examines the association of environmental
knowledge, green trust, and environmental concern with environmental attitude and
green apparel buying behavior. It further investigates the association of labeling
desire and labeling satisfaction with this type of buying behavior as well. In
addition, the study uses the theoretical lens of the knowledge-attitude-behavior
model and attitude-behavior-context theory to anchor its hypotheses. Crosssectional data from 387 Japanese consumers analyzed to test the conceptual model
revealed that green trust, environmental attitude, and labeling satisfaction are
positively associated with green apparel buying behavior. (Dhir, Mohd Sadiq,
Shalini Talwar, Mototaka Sakashita, Puneet Kau, 2021).
According to M Krishnakumar, (2018) apparel buying behavior is
influenced by various factors like consumer attitude, store attributes, external
factors, product attributes, etc. Besides, factors like the past apparel buying
behavior of the consumers and the past apparel buying experience may also have
significant influence in the future apparel buying intention of apparel. This study
aims at the effect of various factors on future apparel buying intention and also the
mediating effect of past apparel buying behavior and past apparel buying
experience on future apparel buying intention. The results showed that there were
partial mediating effects of past apparel buying behavior and past apparel buying
experience on future apparel buying intention.
It is similar to the result of the study of Marie Wiederhold and Luis F
Martinez, (2018) which assessed the sustainability in apparel involves designing,
manufacturing and consuming of products with the consideration of environmental
and social impacts specifically. Today, apparel retailers do not only compete to
offer a variety of goods to the consumers, but also compete to implement
sustainability into their business models. From the consumers’ perspective, the ever
increasing launch of environmentally friendly products/brands manufactured with
an understanding of corporate social responsibility is encouraging them to take a
more active role in sustainability via their apparel purchasing. As a result of the
increased awareness, consumers are more likely to purchase sustainable products;
however, knowledge is the key issue triggering the consumers towards
sustainability in apparel purchasing.
According to K Arunmuhil & A Arumugam, (2013) assisted that apparel
manufacturing is one of the most desired businesses today. With the advancements
in the technology, there are huge scopes for the apparel industry to make great
strides soon and reap in rich rewards. India ranks among the top target countries for
any company sourcing textiles and apparel. Indeed, apart from China, no other
country can match the size, spread, depth, and competitiveness of the Indian textile
and apparel industry. Moreover, the global elimination of quotas at the end of 2004
has greatly enhanced the opportunities for sourcing from India. This special report
focuses on the opportunities which India now offers as a source of textiles and
apparel. Based on a detailed examination of the performance of a large number of
apparel and home textile products in the US and EU markets in 2005, the report
identifies those which offer the greatest scope for sourcing from India. The report
includes profiles of Indian textile and apparel companies which are potential
partners for sourcing or collaboration. It also examines the competitiveness of
India’s yarn and fabrics industry, identifies opportunities for foreign collaboration,
and provides a wealth of statistical data Limited research on loyalty programs, it is
still unclear to what extent and failure of different programs. Although some studies
have examined the moderating effects of program and consumer characteristics,
existing research tends to put a loyalty program in a vacuum that is void of impact
from rival firms and programs. This omission of competitive influence is
undesirable; prior research has shown that myopic profit maximization without
considering competition can lead to suboptimal firm decisions (e.g, Carpenter et al.
1988). It also counters the marketplace reality of loyalty program proliferation
within many industries.
In connection to this, mentioned by Thangavel, Pathak & Chandra (2021),
The factor analysis has revealed that frugality (Price), convenience (Home) and
social desirableness are the most dominant shopping orientations (decision-styles)
that prevail among Indian (Millennials and Generation Z) online shoppers though in
varying degrees. The probing of ANOVA results suggested that, though both the
cohorts favor e-shopping, Generation Z are more enthusiastic about online
shopping than their Millennial counterparts do. Though Generation Z and
Millennials share few characteristics between them, they exhibit different consumer
behaviors. Marketers need to customize their value offerings and marketing
communications that resonate well with each generational cohort. The research
examines the extent to which various indicate a change, such as change in
Shopping Behavior and Increase E-commerce (Sharma and Mehta, 2021)
In addition, in the book of Setiawan (2017), it’s unlikely that digital
platforms will ever totally replace offline channels. Consumers now have more
buying options that ever before thanks to technological advancements in ecommerce. According to an article on Entrepreneur.com, 51 percent of Americans
prefer e-commerce to 49 percent prefer shopping in a physical store. It also stated
that 67 percent of millennials (those who born between 1983 and 200) prefer
shopping online to shopping in a physical store. (Sims, 2018).
According to Kotler (2016), customers in physical store face the arduous
process of shifting through variety of options on the shelf and making a purchase
decision. Furthermore, according to Nagaraja (2016), the reason why both groups
have distinct perspectives on information search is that males believe they have a
better understanding of the product(s) than females.
Bhattacharjee & Chetty (2019), people of younger age tend to spend more
on lifestyle, fun, fashion, while older people spend on most health related expenses.
Also older shoppers are more concerned about the country of origin of a product or
service before buying. In addition, Gen Z shoppers likely take an online purchase
decision due to better computer skills and more experience in using the internet.
But on the hand, older shoppers perceive a higher degree of risk in making online
purchases. Therefore age influences buying behavior and plays a crucial part in
developing marketing strategies and market segmentation for a firm.
According to Simanjuntak & Musyifah (2016) online shopping behavior is
the most preferred shopping method for modern society, especially Generation Y
who are always connected to the internet and technology in every aspect of life.
Young consumers prefer online shopping because of its convenience, lower price,
many choices, time saving, and ease of access anywhere and anytime. This topic
was addressed to analyze determinant factors of online shopping behavior on
Generation Y's consumers. For Widyasaril et al (2020), Generations Z and Y are
motivated to purchase online when there are attractive sales promotion such as
discounted price, free delivery cost, flash sales, and more. It is also conducted that
purchasing online can help customers save time and to purchase by their need.
However, the study is limited to the demographic profile of the Gen Y and Z
customers and it is suggested to conduct a study focusing on psycho-graphic
variables and its influence on e-purchasing decisions such as hedonic motivation
and website quality.
Theoretical Framework
Figure 1. Research Framework
(Frasquet, M., Mollá, A., And Ruiz, E., 2015)
A theoretical framework is a basic analysis of other theories that acts as a guide
for creating the justifications you'll employ in your own work. Researchers create
theories to explain phenomena, discover connections, and predict the future. In other
words, the theoretical framework justifies and contextualizes the later research and it’s
crucial first step for the research paper or thesis.
Our study paradigm distinguishes between two categories of channel usage
motivations: intrinsic and extrinsic, based on the TAM Model and the Motivational
Model.
Usefulness and simplicity of use are two key factors in the TAM Model, which is
used to construct tasks. While some researchers have used the Motivational Model to get
over the TAM Model’s constraints and explain why people adopt technology, especially
the internet channel. While an intrinsically motivated customer shops online because of
the advantages of using the internet, an extrinsically motivated consumer uses the online
channel to obtain rewards outside of the system. Extrinsic motivations will describe how
the shopper uses the online channel and how doing so results in rewards, whereas
intrinsic motivations will describe how doing so results in rewards. (Effortless job)
The perceived usefulness construct In the TAM Model, which contributes to the
channel’s instrumentality and improves the performance of the shopping task, captures
extrinsic motivation. The perceived ease of use construct in TAM captures the intrinsic.
Perceived ease of use contrasts utility, which is related to the results of the procedure, and
refers to the amount of work required during the purchasing process.
Conceptual Framework
INPUT
PROCESS
OUTPUT
1. Consumer online and
offline buying process

Search;

Purchase;

Delivery; and

Post-Sales?

2. Extrinsic and intrinsic
motivation towards the
consumer buying process.

3.Do extrinsic and intrinsic
motivation significantly

affect the consumer online
and offline buying process
of the respondents?

Data
gathering
through
survey
questionnair
e
Tally and
tabulation of
data
Treatment of
data
statistically
Analysis and
interpretatio
n of data
treated
statistically
Figure 2. Conceptual Framework of the Study

Proposed
IMC plan
may be
developed.
This framework is a functional graph that presents the inputs, output, and
required processing tasks to transform inputs. The framework configured all the
variables that might happen in the process as well. The input present the flow of
data and materials. The illustration above shows the online and offline buying
process. Also, the Search, Purchase, Delivery and Post- sale Evaluation or the
Consumer Decision Making Process serve as an input to determine an output using
these variables. Also the extrinsic and intrinsic motivation towards the Consumer
Buying Process. These variables are the information of respondents if the study
needed to progress the process and formulate an output.
On the other hand, the processing steps includes all tasks required to effect a
transformation of the input. In this study, process include; Gathering of Data
through Survey Questionnaire, Tally and Tabulation of Data, Treatment of Data
Statistically, and Analysis and Interpretation of data treated statistically. These are
the process to transfigure the inputs and form an output. Relatively, the output are
the data and materials flowing out of the transformation process. The proposed
IMC plan are the result of those variables under the input that transfigured using the
steps under the process.
The over Input- Process- Output (IPO) model shows the relationship of the
Profile of the Respondent and Consumer Decision Making Process as part of the
Profile of the Respondent and Consumer Decision Making Process as part of the
input to encode information, and present variables in the study through Data
Gathering with the use of Survey Questionnaire, Tally and Tabulations, Treatment
of Data, Analysis and Interpretation of Data to build an output by this process.
Transforming this process into proposed marketing programs is the output of the
conceptual framework. This model simply shows the transformation of input, in a
process to promulgate a justifying output.
Definition of Terms
Consumer buying process- The consumer buying process is a series of steps that a
consumer follows to make a purchasing decision of a product or a service. The
process includes recognition of wants and needs, information search, evaluation of
choices, purchase, and post-purchase evaluation.
Delivery- The action of delivering letters, packages, or ordered goods.
Generation Z- This study discussed how this generation revolves around their
phones or gadgets. They also value and tend to believe endorsers and usergenerated content on social media (Forbes, 2018). In this study, the researchers
focused on this market as recipients, they are those consumers born between 1997
2013.
Search- This refers to searching for information after the development of need or
problem (Stankevich, 2017). Information search in this study refers to how
respondents gather and use both internal and external data from various sources to
improve their purchasing decisions.
Purchase- This refers to the process that leads a consumer form identifying a need,
generating options, and choosing a specific product and band (Wharton School of
University of Pennsylvania, n.d.). In this study, this refers to the decision that
customers make regarding a purchase after giving it some thought.
Post-sale- This refers to the collection of processes that occur after closing a sale
with a customer (Spacey, 2016). These include sales, marketing and operational
processes that deliver your obligations to the customer and build upon the customer
relationship.
Online shopping -is the activity or action of buying products or services over the
Internet. It means going online, landing on a seller's website, selecting something,
and arranging for its delivery. The buyer either pays for the good or service online
with a credit or debit card or upon delivery.
Traditional Store- is a method of buying a product by going to the shop directly.
In the early days, before the invention of money, there was a barter economy.
People exchanged the goods and services for another goods. But after the
introduction of money, people are buying goods and services after paying money.