Florina Botezatu

This paper explains the influence of hedonic motivation on consumer decisions during online clothing purchasing. As e-commerce continues to expand, shopping behavior has evolved beyond the usual needs, often driven by emotional factors. Hedonic motivation, characterized as pleasure resulted from browsing, discovering appealing new items, and enjoying a seamless shopping experience, plays a crucial role in shaping these decisions. The research highlights aspects of hedonic motivation, including the attractiveness of products, excitement of discovering new styles, and the sense of reward associated with indulging in online shopping. These elements not only explain the overall shopping experience, but also stimulate impulsive tendencies, particulary when consumers encounter personalized recommandations or limitted-time offers. Moreover, the study examines how hedonic motivation has an important role in customers behavior, releaving that consumers who feel positive emotions during the procces of shopping, are more likely to feel satisfied with their purchases, even if the product has no real utility for them. This emotional connection, usualy leads to repeated purchases and increased loyalty. Strategies such as creating visiualy enaging interfaces and offering organized collections are recommended to enhance the impact of hedonic motivation.

The purpose of this article was to investigate the power of an effective user interface on the effectiveness of fitness websites in converting visitors into members. Existing scientific literature tell us that elements such as visual appeal, clear navigation, persuasive call-to-action elements, transparent content, and responsive design are very important for building trust and influencing consumer behaviour. However, research focusing specifically on the fitness industry remains limited, and this study aims to address that gap. A mixed-methods research design was used. In the first phase, a heuristic evaluation was conducted using a comprehensive checklist that examined visual design and branding, navigation and information architecture, the effectiveness of call-to-action elements, content clarity and transparency, mobile responsiveness and performance, as well as trust and credibility indicators. In the second phase, a quantitative survey was administered to fifty potential customers who rated each website on a scale from one to five across these dimensions. The survey results were analyzed and compared against the heuristic evaluation findings to provide a robust overview of the websites’ performance. The main findings show that the website with the most refined design, intuitive navigation, and strong trust signals achieved the highest ratings, whereas the website with a more cluttered layout and less persuasive call-to-action elements received lower scores. The study contributes to the field by offering some guidelines for improving website design and by validating theoretical models that link digital design with consumer behavior in the fitness industry.

Consumption has lately been under the microscope facing pressure from all stakeholders as principles of sustainability have gained more popularity. In this context, a new sustainable consumer model was born, referring to major shifts in buying and consumption habits. Nevertheless, these shifts were lagging as consumers resisted change in the comfort of old habits. This comfort was shaken up by the COVID-19 outbreak that forced us to rethink every aspect of our lives. Therefore, this crisis context seems the perfect opportunity to shift towards the sustainable consumer model. People’s openness towards embracing new consumption habits was evaluated in a quantitative study where data was collected in two different moments: May 2020 and December 2020. Major results of our research show that people’s lives were dominated in 2020 by uncertainty, especially when referring to their financial situation. Further on, consumers have already started to bring major shifts in their consumption habits because of this uncertainty. Among the most important shifts, there were more prudent purchase decisions, rising interest for discounted prices, increased likelihood of buying local and enhanced preference in buy fresh products instead of processed or semi-processed ones.

Online marketing is the act of utilizing online channels and tools to spread a message or idea about an organization’s image, items, or administrations to its potential clients. The strategies and methods used for Internet showcasing incorporate email, online networking, show promoting, website streamlining, Google AdWords, and that’s just the beginning. Online marketing has become more and more used in recent years, whether it is about promoting products or services, or it is about ideas, concepts, and beliefs. Considering this aspect, this article aims to identify the influence of online communications on the adoption or acceptance by consumers of products packaged in textiles. In recent years there has been a significant discussion in the literature on the role and purpose of packaging (promotion, product protection, advertising), but they have not highlighted consumer preferences for packaging and the impact of online marketing on them.