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Research on students as consumers has garnered significant attention from researchers. This interest stems from the growing budgets allocated to students by both government and private families. Consequently, students engage in purchasing products and services from retailers both large and small (SMEs). To attract, satisfy and retain student customers, retailers must explore effective strategies. Hedonic values play a crucial role in retail marketing, especially when targeting students. This study aimed to assess the impact of perceived hedonic values on students’ satisfaction and repurchase intentions. Additionally, it investigated whether student satisfaction mediates the relationship between  hedonic values an repurchase intentions. The survey was conducted among TVET college students in Lephalale, South Africa (SA). The findings could not exclusively confirm the effect of perceived hedonic values on students’ satisfaction and repurchase intentions. Similarly, the findings could not confirm the mediation effect of students’ satisfaction on the link between perceived hedonic values and repurchase intentions. The results are useful to SME retailers targeting student clientele.

Impulse purchases play a vital role in the sales revenue of shopping malls. This study utilized the Stimulus-Organism-Response framework to explore how shopping mall atmosphere stimulates consumer emotions, thereby impacting impulse purchase behavior. Structural equation modeling was employed for data analysis. The findings revealed that both positive and negative emotions can act as mediators in the process of forming impulse purchase behavior, albeit with distinct and sometimes antagonistic effects. This phenomenon is attributed to the differential impact of the service atmosphere on stimulating consumer emotions. Additionally, the study identified that only positive emotions can serve as mediators between spatial atmosphere and impulse purchases. In essence, stimuli in the shopping environment can influence consumer emotional responses, thereby prompting impulse purchase behavior.

This study systematically reviews literature to explore the Moderated Mediation Model of Customer Intention in Omnichannel Technology, particularly under the transformative influence of technologies like AI, AR, and big data analytics. Amidst evolving consumer expectations and the drastic shifts induced by the COVID-19 pandemic, the retail industry's shift from multichannel to omnichannel strategies has become crucial. This review analyzes 59 studies published between 2018 and April 2023 to discern the dynamics influencing customer intention within the omnichannel framework. Our research highlights the sparse but critical discourse on the mediating roles of perceived value and trust and the moderating effects of factors like age and product involvement. Although extensive, the literature reveals gaps, particularly in unified frameworks integrating these diverse insights. We propose a novel conceptual framework centered on these mediators and moderators to better understand and harness customer intentions toward omnichannel technology adoption. Key findings indicate that seamless integration across online and offline channels, responsive to the nuanced needs and behaviors of consumers, significantly enhances customer engagement and loyalty. This synthesis not only offers a consolidated view of the omnichannel retail landscape but also provides strategic pathways for retailers aiming to optimize customer interactions and satisfaction in a digitally dominated era. Our review contributes to the omnichannel retail literature by offering a structured overview of the factors driving customer intentions and suggesting directions for future research to bridge identified gaps, particularly through longitudinal studies and expanded demographic analyses.

This study investigates the intricate relationship between omni-channel retailing, high-end sustainable footwear, and customer satisfaction within an emerging market context. With a focus on Generation Z consumers, the research delves into the correlation between customisation, pricing, customer service, personalisation, and supply chain transparency as precursors of customer satisfaction in the high-end sustainable footwear fashion sector. The study is grounded in the recognition of the growing importance of sustainability in the fashion industry, whereby eco-conscious consumption is on the rise. The research addresses the gap in fragmented studies on omni-channel retail strategies in the high-end sustainable market. Utilising a positivist quantitative research approach, the researcher employs a convenience sampling technique by collecting data from a total sample of 268 Generation Z consumers who have purchased high-end sustainable footwear from South African omni-channel retailers. A structured online survey questionnaire, featuring five Likert-scale questions is used for data collection. The researcher proposes hypotheses that are tested primarily by utilising the latest SPSS version. The results of the study demonstrate that customisation, price, customer service, personalisation and supply chain transparency all positively influence customer satisfaction with regard to high-end sustainable footwear. The significance of the study lies in its potential to contribute valuable insights for high-end sustainable footwear omni-channel retailers in an emerging market, enabling them to enhance customer satisfaction levels and align with the growing demand for environmentally friendly and ethically sourced sustainable fashion. Additionally, the research aims to fill existing knowledge gaps in the South African market and contribute to the global discourse on sustainable fashion and consumer behaviour.