The Impact of Novelty on Consumer Purchasing Decisions: In the case of Seregela Gebeya
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Date
2024-09-01
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A.A.U
Abstract
This study investigates the impact of novelty perception on consumer purchasing decisions in both online
and offline retail channels, using Seregela Gebeya as a case study. Drawing upon the Stimulus-Organism-
Response (S-O-R) model, the research examines how novelty perception acts as a stimulus that influences
consumer attitudes and purchasing behavior. The study also explores the mediating roles of trust and ease
of use in the relationship between novelty perception and consumer purchasing decisions. A quantitative
research approach was employed, with data collected through a structured questionnaire administered
online (using digital platform (Google survey website platform to distribute the survey questionnaire to
respondents and to collect their responses) to randomly selected customers of Seregela Gebeya. The sample
consisted of 221 respondents, selected using (stratified) random sampling to ensure representativeness
across different demographic groups. AMOS (SPSS) Structural Equation Modelling to the direct and
indirect (through ease and trust) effect of novelty perception on online/offline purchasing decisions. The
findings revealed that novelty perception positively influences consumer purchasing decisions in both
online and offline retail channels. The study also compares the impact of novelty perception on purchasing
decisions between online and offline retail channels. The results indicate that while novelty perception is
important in both settings, its effect is more pronounced in online retail. These findings have important
implications for retailers seeking to enhance customer engagement and drive sales through innovative
product offerings. By understanding the role of novelty perception and the mediating factors of trust and ease of use, retailers can develop effective strategies to leverage novelty and create a competitive advantage
in the rapidly evolving retail landscape.