Volume 8 Issue 2

The COVID-19 pandemic has impacted our daily behavior, from interactions with friends, colleagues, and family, to safety measures and working. Additionally, this pandemic has dramatically changed consumers' shopping behavior. The purpose of this research paper is to examine the impact of Covid 19 pandemic on consumer behavior. Thus, this paper proposes a new model that incorporates three variables: attitude for online shopping during the COVID-19 pandemic, budget considerations during the COVID-19 pandemic, and future behavioral intention after the COVID-19 pandemic. This study's main research approach is a quantitative survey and examination using a sample of Romanian consumers. Additionally, the proposed hypotheses were examined in a SEM model and all the hypotheses were supported based on the empirical analysis. This study adds theoretical contributions by assessing the changes of consumers' online shopping behavior during the COVID-19 pandemic. Managerial implications, study limitations and future avenues for research are also discussed.

As a marketing tool, color attracts consumers, consequently, shaping their perception. This study seeks to examine how mere colors featured in brand logos evoke consumer perception about a retailer's eco-friendliness. Data from two experiments show that exposure to a logo featuring a high eco-friendly color (green) makes a retailer's practice more environmentally friendly, while exposure to a logo featuring a low-eco-friendly color (red) makes the retailer practice seem less environmentally friendly. The paper also demonstrates the moderating role of gender, such that females tend to show more positive responses to a logo featuring an eco-friendly color than male. Further, we show how processing fluency mediates the interactive effect of logo color and consumers' perception about a retailer's eco-friendliness. This current research makes some important theoretical contributions to the evolving field of design issues in marketing. Further, this research contributes to practice in several ways. We suggest marketing managers use green color in their logo designs to promote their environmentally friendly practices. Limitations and future research directions are discussed.

A new wave of studies supports the importance of examining the efficiency of experiential marketing on consumers satisfaction. In this respect, this paper investigates the relationships between experiential marketing, emotional value and customer satisfaction among Winter Wonderland visitors in Saudi Arabia. Quantitative research was conducted through an online survey. Structural equation modeling analysis was used through the Amos software. Results emphasize the role of sense experience in emotional value creation as well as confirmed the significant positive relationship between emotional value and customer satisfaction. Overall, outcomes offer a better understanding of the experiential marketing use in the context of an amusement park and mark out new avenues for future research.

The aim of this article is to become an overview of how users can be inspired to search around in online webshops. For this it is necessary to have an insight into the inspiration research. This provides a number of factors that could have an impact. It seems sensible to trigger motivation, transcendence and evocation in the website. You should avoid inappropriate web design and usability errors, because it can cause negative emotions. The user is probably more inspired by positive activated affects. This applies to online, as well as the offline situation.

Nowadays, online user reviews are becoming increasingly important to moviegoers, especially in choosing specific movies they want to see. However, not every user review is considered influential by consumers. To describe the characteristics of useful reviews, this study focuses on online movie reviews posted on Yahoo! Japan Movies—a site that features a usefulness counter with each review. Three principal characteristics of useful reviews are demonstrated: a) a longer text, b) a high level of verbal expressiveness, and c) references to other reviews. From the perspective of the cultural dimensions theory, it is reasonable that longer, informative texts with rich expressions are preferred by consumers from cultures with high uncertainty-avoidance scores, such as Japan. However, Japan's potential moviegoers are motivated by reviews reviewing other reviews, even if some comments about the movie are very negative. This study suggests that people have different tendencies on the Internet and that Japanese consumers would rather take risks to have their own opinion regarding the reviews they read.

This study aimed at determining and evaluating customer service at independently owned retail food chains within the province of KwaZulu-Natal in South Africa. Furthermore, it included assessing the level of retail service quality, current customer service tools employed by independent food chains in KwaZulu-Natal, and the extent to which customer service tools are being used. The study was also about establishing whether there was a significant relationship between retail service quality and customer satisfaction. The study targeted both customers and managers of independent food chains in KwaZulu-Natal from whom a sample of four mangers was interviewed and 444 customers were conveniently selected to participate in the study. Both qualitative and quantitative methods were employed in the collection of data.