AI chatbot affordances as drivers of purchase intentions: the roles of entertainment value and privacy concerns

Objective: This article aims to test the effect of cues signaling authenticity on purchase intention and overall brand equity, mediated by the consumer preference for authentic fruits. It also presents Brand Authenticity and Social Identity Theory as drivers of Purchase Intention towards the sustainable development of Vietnamese Weasel coffee with the mediating role of Vietnamese law context. Method: Authors has used SPSS, AMOS and SEM method with reference on Planned Behavior concept/theory. Result: Our findings indicate that First, creating more products is better to affect intention to buy (consumers/consumer intention). Second, social identity /value affect people and consumer intention to buy. Third, three elements (Brand Authenticity, Brand Equity, Consumer Preference) affecting intention to buy fruits of consumers Conclusion: This study assists marketers in examining how Vietnamese customers perceive their authentic brands and their competitors, as well as what policymakers of these authentic fruit brands can do to increase customer purchase intention.

Introduction The advent of digital technology has brought a new dynamic to the world of marketing, allowing for greater interaction between consumers and brands and increasing the dissemination of content through social media. In this context, digital influencers have become important mediators between companies and audiences, building trust and influencing their purchasing decisions. However, there is a growing trend towards promoting more conscious and sustainable consumption practices. This study aimed to analyse the role of digital influencers in the purchase intention and adoption of more conscious consumption practices by followers. Methods The quantitative and descriptive research was conducted based on an online questionnaire and data were processed using R software. Results The results indicate that, although digital influencers continue to be associated with the promotion of consumerism, there is a growing appreciation for the dissemination of content on sustainability. Discussion This study reinforces the dual role of digital influencers as drivers of purchase intention and promoters of conscious consumption, an increasingly relevant distinction in a digital environment where commercial influence coexists with growing demands for ethical and sustainable behaviour. It also contributes to an integrated conceptual model that advances the understanding of how credibility, content characteristics, and sustainability messaging shape consumer behaviour.

We inspect the relevant literature on trust management in organic agriculture, providing both quantitative evidence on trends and numerous in-depth empirical examples. Our study adds to current research by analyzing environmentally sustainable consumer behavior, consumers’ perceptions, motivations, attitudes, trust, values, and purchasing intentions and decisions regarding organically produced foods, the credence characteristics of organic food and perception of and motives for buying it, and the link between consumer perceptions of certified organic products and pro-environmental food purchasing behavior. We define buying organic food as sustainable consumer decision-making behavior and identify cognitive and affective attitudes that act as drivers of purchase intentions toward environmentally friendly products. Using and replicating data from The Conference Board, Eurostat, FiBL-AMI, The Hartman Group, The Independent, indy100, Nielsen, Organic Trade Association, Pew Research Center, Statista, USDA, and USA Today, we performed analyses and made estimates regarding countries with the largest markets for organic food and with the highest per capita consumption, distinctions consumers make between organic and natural products, the percentages of people willing to pay 20% more or higher for organic groceries, and willingness to pay a premium (more than average price) for products that provide certain organic attributes or benefits. Data were analyzed using structural equation modeling.

Drivers of purchase intention - hedonic or utilitarian values A case of Indian electric car market

(General Background) In the era of Industry 4.0, digital marketing has become a transformative force that reshapes how businesses communicate and engage with consumers. (Specific Background) Within Indonesia’s perfume industry, local brands such as SAFF & Co face growing competition and rely heavily on digital strategies to build brand awareness and influence consumer behavior. (Knowledge Gap) However, limited research has explored how digital marketing and perceived product quality simultaneously affect consumer purchase intention in the context of local perfume brands. (Aims) This study aims to analyze the effect of digital marketing and perceived product quality on purchase intention for SAFF & Co perfume in Surabaya. (Results) Using a quantitative approach with 100 purposively selected respondents and multiple linear regression analysis, the findings reveal that both digital marketing and perceived product quality have a significant positive effect on purchase intention, with digital marketing having a stronger influence (R² = 0.409). (Novelty) This study highlights the dominance of digital marketing as a driver of purchase intention in the local perfume sector, emphasizing its role in creating virtual consumer experiences where sensory evaluation is limited. (Implications) The results imply that effective digital marketing strategies and consistent product quality are essential for enhancing consumer trust and purchase intention in digital marketplaces. Highlights: Shows digital marketing’s strong influence on perfume purchase intention. Identifies product quality as a key factor strengthening consumer trust. Reveals digital engagement explains 40.9% of purchase intention variance. Keywords: Digital Marketing, Product Quality, Purchase Intention, Consumer Behavior, Perfume Industry

Consumers are increasingly shifting from offline to online shopping platforms, with the introduction of immersive technologies enhancing this transition.This conceptual paper examines the effect of Mobile Augmented Reality (MAR) features on purchase intentions in cosmetic industry.Choice confidence is introduced as a factor positively impacting purchase intention.A deductive approach is used, with a purposive sampling technique.The study contributes to the theory by incorporating choice confidence as a mediator between immersion and purchase intention using the Stimulus-Organism-Response (SOR) model.It aims to enrich the literature on MAR apps in retail and to understand the antecedents and drivers of purchase intention within the cosmetic industry.The findings offer practical guidelines for understanding consumer behaviour in a mediated environment, given the rapid adoption of technology and e-commerce.This research provides valuable insights into how MAR features influence consumer purchase intentions, highlighting the importance of choice confidence and immersion.In practice, the understanding helps businesses to develop effective marketing strategies leveraging immersive technologies to enhance consumer engagement and drive sales.In conclusion, this conceptual paper illuminates the complex relationships between MAR features, immersion, choice confidence, and purchase intention, providing both theoretical and practical contributions to online marketing and consumer behaviour research.

Front-of-pack labelling is a public health initiative to promote healthier food choices. This study aimed to examine the association of Brazilian warning labels (WLs) with consumers' purchase intentions according to consumer label reading profiles (LRPs), product motivation (hedonic/utilitarian) and claims. This was done by identifying and characterising LRPs as an individual factor. A cross-sectional online survey (n=370), predominantly female, young and highly educated, assessed label use frequency, food choice motives, and purchase intention for seven categories of packaged foods with/without WLs. Cluster analysis identified three LRPs: Detailed, Moderate, and Practical Readers. Logistic regression explored predictors of LRPs, and three linear mixed models evaluated purchase intention based on LRPs, WL presence, and product type, controlled for demographic characteristics. WLs were consistently negative, yet with small effect, driver of purchase intention. A stronger effect size was observed when displayed on utilitarian products and those carrying claims, compared with hedonic or without claims. LRPs were the strongest predictor of purchase intention, followed by the presence of claims, regardless of WLs. Health, natural content, and ethical concerns emerged as key drivers of Detailed label engagement, while those motivated by familiarity showed lower levels of engagement (Practical Readers). Moderate Readers, who showed intermediate levels of engagement, were the only to show a within-group reduction in purchase intention associated with WLs. In conclusion, the effectiveness of WLs appeared contingent on the interplay between individual label reading profiles and product context, functioning most effectively when challenging specific positive drivers rather than as a universal deterrent.

Objective: Consumers increasingly buy pharmaceuticals online. No scoping review has been carried out to summarize and synthesize the studies that have identified drivers of consumers' purchase intention and behavior from online pharmacies. Thus, we conducted a scoping review to explore the extent to which prior research has studied consumer purchase intentions and behavior related to online pharmacies, the drivers previously identified to explain consumers' online pharmacy purchase intentions and behavior, and how these antecedents differ between OTC and prescription medications. Then, we identified gaps in the published literature to form a comprehensive theory-based agenda for future research. Methods: We searched PubMed, Web of Science, and Scopus to retrieve relevant studies published in English in peer-reviewed journals. The search strategy identified forty-eight eligible studies. Results: We identified twelve types of factors influencing purchase intentions and behaviors from online pharmacies: demographics, convenience, availability, price, evaluations of the purchase environment, information sources, internet usage, prior experience, perceived risk, health insurance, privacy, and product. Our analysis also revealed differences between OTC and prescription medications in drivers of purchase intentions and behaviors. Conclusion: While demographic factors tended to be the most often measured influences on intentions and behavior, their role was generally inconsistent, with many contradictory results. However, other factors (e.g., convenience, availability, lower prices, and favorable evaluations toward the purchase environment) more consistently enhanced online medication purchase intentions and behavior. An extensive agenda for future research is advanced.

Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

Purpose Social media users’ purchasing behaviour is yet to be fully understood by research. The purpose of this paper is to investigate how purchase intention is affected by social media user traits, cognitive factors (such as perceived control and trust) and individual beliefs, such as risk propensity and trustworthiness. Design/methodology/approach The authors propose and empirically test a model of purchase intention on social platforms. The study of over 500 active social media users finds the links between risk propensity, trust, technical efficacy and perceived control and explores the moderating effect of age and gender. Findings Purchase intention on social platforms is influenced by demographic factors, cognitive factors and beliefs. Both age and gender moderate the effects of beliefs and cognitive factors: age is a determinant of purchase intention for men, while beliefs are significant for younger women and cognitive factors are significant for older women. Research limitations/implications This study involved a cross-sectional design via online survey of social networking users. Gender differences in purchase intentions are found which are, in turn, influenced by age. Further empirical testing of social purchase intention could include less experienced users or non-users. Practical implications The results of this study provide guidance for SNS providers and technology developers in social networking commerce in terms of the different drivers of purchase intention. Originality/value Social media users’ purchasing behaviour is yet to be fully understood. The study shows that purchase intention antecedents vary between genders and age groups of users. The identified connection between users’ perceptions of social networking sites (SNS) usage of personal information and purchase behaviour has an impact on the likelihood of user engagement in social transactions.

Palm oil has long been at the centre of global debates on sustainability, with international narratives often portraying it as environmentally harmful and ethically problematic. Yet, within producing countries such as Malaysia, palm oil is deeply embedded in the economy and consumer practices, suggesting that local perceptions may diverge from foreign critiques. This study investigates Malaysian consumers’ purchase intention of palm oil products by examining the roles of awareness, knowledge, media influence, perception and attitude, while also exploring differences across demographic factors. Data were collected through a structured survey and analysed using nonparametric techniques, including Spearman’s correlation, Mann–Whitney U test and Kruskal–Wallis H test, given the non-normal distribution of the dataset. The results show that purchase intention is significantly and positively correlated with awareness, knowledge and especially attitude, while perception of palm oil is neutral to slightly negative, indicating that international criticisms are less salient locally. Non-parametric tests further reveal significant differences in purchase intention across household income and education levels, but not gender. Specifically, higher-income and postgraduate consumers exhibit stronger purchase intention. These findings underscore the importance of consumer attitude as the strongest driver of purchase behaviour, while highlighting the influence of socio-demographic factors in shaping preferences. The study contributes to the literature by applying the Theory of Planned Behaviour and Consumer Socialisation Theory, offering theoretical and practical insights. For policymakers and industry stakeholders, the results provide evidence to design more targeted communication and intervention strategies that reinforce positive attitudes and address consumer concerns.

Social media platforms have become important channels of promotional communication from marketers to users with the goal of enhancing purchase intention. One important element of the communication mix is paid advertising on social media. In this context, the interplay between general attitude towards advertising on social media and specific attitude towards an individual advertisement as drivers of purchase intention has not yet been addressed in extant social media research. This study investigates this issue by distinguishing between these two levels of attitude and examining their antecedents as well as their impacts on purchase intention. The empirical test of the nomological network with survey data shows that platform enjoyment is an antecedent of general attitude towards social media advertising whereas perceived meaningfulness and brand awareness drive specific attitude towards the individual advertisement. Perceived intrusiveness has no impact in a social media setting. Specific attitude shows a stronger impact on purchase intention than general attitude although both are significant. The findings point at the need for a clear conceptual differentiation between both levels of attitudes and the role of their antecedents for an appropriate design of paid social media advertisements.KeywordsSocial media advertisingGeneral attitude towards advertisingSpecific attitude towards advertisementsPurchase intentionSocial media platforms

PurposeThis study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory.Design/methodology/approachA survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling.FindingsThis study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships.Originality/valueThis research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.

This thesis is about consumer acceptance of products consisting of materials which are based on renewable resources. The focus is on wood-based materials, including solid wood but also by-products and wood waste, as only the combination of these materials facilitates resource efficiency. The thesis differs between traditional (e.g., solid wood, particleboards) and innovative (e.g., Wood-Polymer Composites (WPCs)) wood-based materials, with different research questions arising while depending on the material’s novelty. Three studies address the derived research questions. Considering traditional wood-based materials, current research points to environmental certification as an approach to promote eco-friendly consumer choices. However, as consumers increasingly become confused by the high amount of certification labels they are confronted with every day, a traceability system-based provision of detailed wood product information is suggested as an approach to ensure consumers’ product trust and purchase intention. Results from study 1 reveal that ten out of 18 investigated wood product information items should be conveyed to consumers and that three out of four consumer segments value the information provision (an environmentally oriented, an environmentally and quality oriented, and a quality oriented segment). With regard to innovative wood-based materials, consumer acceptance is first examined and target groups are identified. Consumers’ choices of WPC products are assessed in relation to the competing materials of solid wood and full plastics. Study 2 and study 3 show a clear preference for solid wood over full plastics, while the choices of WPC are around the center. While previous research questioned whether WPC products are accepted by eco-friendly consumers due to the synthetic component, the studies reveal that consumers with a high environmental concern and innovativeness show a higher WPC acceptance than the average. Finally, factors influencing consumer acceptance of WPC products are investigated in study 3 based on a Theory of Planned Behavior (TPB; Ajzen, 1991) framework. The intention to buy WPC products is determined by the attitude towards environmental and innovative product aspects as well as the subjective norm with the latter being the most important predictor. Consumers’ choices are assessed with a choice-based conjoint analysis and predicted by purchase intention and perceived behavioral control. Overall, the results from the three studies provide important implications for the marketing of wood-based materials, for business information science to design a traceability system providing consumers with valued product information and for material sciences which aim at a further development of traditional and innovative wood-based materials based on consumer requirement.

PurposeAgainst the background of mounting criticism of the country‐of‐origin (COO) construct, the purpose of this paper is to empirically contrast two competing perspectives of the potential influence of country‐of origin image (COI) on purchase intentions.Design/methodology/approachBased on personal interviews with over 300 UK consumers, the paper investigates the relative impact of COI and brand image as independent drivers (“orthogonality” perspective), and as causally‐linked drivers (“irradiation” perspective) on consumers’ intentions to buy specific US and Chinese brands.FindingsControlling for the effects of brand familiarity, the analysis shows that COI impacts purchase intentions indirectly in that its influence is fully mediated by brand image. These findings are consistent with an “irradiation” perspective of COI effects and demonstrate that brand image evaluations already encapsulate consumers’ COI perceptions.Research limitations/implicationsBased on the country/brand combinations investigated, the results show that the recent criticism against the COO construct is largely unfounded and that the construct remains relevant to international marketing theory and practice.Practical implicationsCOO remains a relevant and powerful influence on brand perceptions and, through them, on buying intentions and needs to be carefully managed by companies.Originality/valueThe paper provides explicit empirical comparison of alternative models depicting potential COO influence on behavioural outcomes (brand image evaluations and purchase intentions) in distinct country/brand combinations.