The effects of consumer perceived value on legitimacy and purchase intention

Consumer values are the foundation of every successful purchase and motivate customers to buy more. The purpose of this research study is to explore the effect of customer value perception on consumer purchase intention for private label apparels. Further, the mediation effect of perceived quality between customer value perception and consumer purchase intention is also determined. A total of 800 valid questionnaires are collected from consumers who are regularly buying private label apparels. In order to analyse the data, techniques such as exploratory factor analysis, confirmatory factor analysis and structural equation modelling are employed to evaluate the proposed framework. The findings reveal that financial, functional, individual and social value perceptions positively influence the perceived quality of private labels. Value perceptions of respondents also influence the consumer purchase intention except for the functional and social value perception. Consumer purchase intention is directly influenced by perceived quality. Furthermore, with the exception of social value perception, the findings imply that perceived quality mediate between the distinct consumer value perception (CVP) and purchase intention of private label apparels. Relevant implications are provided by this study which helps the retailers in better understanding customer value perception and concentrating on improving CVP.

This study investigates the role of health consciousness and consumer perceived value (CPV) in shaping organic food purchase intentions among urban consumers in Malang City, Indonesia. Amid rising health awareness and growing demand for organic products, this research explores how functional, emotional, economic, and social value dimensions mediate the link between health consciousness and purchasing intention. A quantitative approach was employed, gathering data from 90 purposively sampled individuals with prior organic food purchasing experience. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that while health consciousness does not directly influence purchase intention, it significantly enhances perceptions of functional, emotional, and economic value. Among CPV dimensions, functional and economic values have the strongest positive impact on purchase intention, whereas emotional value shows no significant effect, and social value is found to be insignificant. These results highlight that consumers primarily pursue organic food for utilitarian benefits related to health safety, reliability, and cost-effectiveness rather than for social recognition or emotional gratification. The study underscores the importance of targeted marketing strategies that emphasize tangible product benefits and consumer education to boost organic food consumption. Implications include the need for policy support and certification transparency to bridge gaps between health awareness and sustainable consumption behavior. This research contributes to the literature by clarifying the indirect pathways through which health consciousness influences purchase decisions via CPV constructs.

Online digital market platform business model designers, marketers, and retailers can further expand their marketing strategies to draw in and keep customers to gain a competitive edge globally if they are aware of the elements influencing consumers' purchasing intentions. The purpose of this research is to identify the crucial variables impacting Addis Ababa University, Graduating Engineering Students’ desire to purchase on online digital market platforms, and narrow the research gap on determinants of online purchase intention of Ethiopian consumers. This study adopted a descriptive and inferential survey design, epistemology assumption, and employed the positivism research philosophy approach to test the research hypotheses. The primary study technique used to collect relevant data was a closed-ended 5-point Likert scale questionnaire. The information was gathered from 100 Ethiopian, Addis Ababa University, graduating engineering students. With the use of SPSS version 23 and SmartPLS version 3.0 software, the data were examined using descriptive statistics and the inferential partial least square structural equation modeling (PLS-SEM) technique. The results of this study highlighted five useful decision-making elements that have an impact on the selected consumers' intention to buy on online digital market platforms including Website Design, Perceived Usefulness, Perceived Ease of Use, Trust, and Subjective Norms. The Practical Implication of this research is that with a clear understanding of the key determinants of consumers’ purchase intention on online digital market platforms; manufacturers, online marketers, and retailers can create effective market strategies, enhance technology, and make smart marketing choices that will help them gain global competitive advantage. This study is unique in that it uses a new conceptual research framework and the partial least square structural equation modeling (PLS-SEM) technique to analyze relationships between determinant variables and consumers’ intention to purchase on online digital market platforms. The major finding of this research provides empirical evidence towards the key determinant variables of consumers’ purchase intention on online digital market platforms. The small sample size is one of the limitations to generalize the finding of this research. Future studies should focus on enlarging the sample size and assessing more determinant variables to get a generalizable result.

Purpose: This study investigates the effects of environmental, social, functional, and personal values on consumers’ purchase intentions toward luxury fashion, with ethical self-identity and electronic word-of-mouth (e-WOM) serving as mediating variables. Design/Methodology/Approach: A quantitative research design was applied using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected from 468 social media users who expressed interest in luxury fashion consumption. Findings: The results indicate that environmental, social, and functional values positively influence ethical self-identity, while social, functional, and personal values significantly enhance social media engagement. Furthermore, e-WOM mediates the relationship between social value and purchase intention, suggesting that perceived social recognition is transformed into online advocacy, which ultimately strengthens consumers’ willingness to purchase sustainable luxury fashion. Practical Implications: These findings offer insights into how consumer value perceptions and online interactions jointly shape purchase intentions within the sustainable luxury context. The results may guide brand managers in developing strategies that integrate sustainability communication and consumer engagement through digital platforms. Originality/Value: This study contributes to sustainable luxury research by integrating two mediating mechanisms ethical self-identity and e-WOM into a single structural framework. Unlike prior studies that examined luxury values independently or without behavioral linkages, this research elucidates how value perceptions are transmitted through ethical self-definition and digital advocacy before influencing purchase intentions, thereby offering a more holistic understanding of sustainable luxury consumption dynamics.

Online shopping or E-Commerce is a transaction process carried out through media or intermediaries, namely in the form of online buying and selling sites or social networks that provide goods or services that are traded. Now online shopping has become a habit for some people, because of the convenience it provides. The purpose of this study was to determine the relationship between shopping experience, ease of transaction, and consumer confidence in buying interest online. In this study, the sample used was 100 samples. Samples were taken randomly or often referred to as (Probability Sampling). The analysis technique used was the SmartPLS 4.0 application, and the method used was the Structural Equation Model - Partial Least Square (SEM-PLS). Based on the results of data analysis, several conclusions can be drawn, namely the shopping experience on consumer trust is not significant but has a positive effect, so H1 is rejected. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted.

PurposeBased on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM).Design/methodology/approachUsing a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis.FindingsThe findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS.Research limitations/implicationsIn terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers.Originality/valueThis study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image dan brand experience terhadap purchase intention serta menguji brand trust sebagai mediasi antara brand image dan brand experience terhadap purchase intention. Populasi dari penelitian ini adalah 120 pengguna smartphone Xiaomi di Jakarta. Metode purposive sampling digunakan dengan cara menyebarkan kuisioner secara online dan diolah menggunakan partial leastsquare structural equation modeling (PLS-SEM) pada program Smartpls 4. Hasil dari penelitian ini adalah brand image dan brand experience dapat mempengaruhi brand trust, kemudian brand trust dapat mempengaruhi purchase intention. Brand image dan brand experience dapat mempengaruhi purchase intention dengan atau tanpa melalui mediasi brand trust. partial least square structural equation modeling (PLS-SEM) pada program Smartpls 4. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh secara positif dan signifikan terhadap purchase intention, brand experience berpengaruh secara positif dan signifikan terhadap purchase intention, brand image berpengaruh secara positif dan signifikan terhadap brand trust, brand experience berpengaruh secara positif dan signifikan terhadap brand trust, brand trust secara positif dan signifikan dapat memediasi pengaruh brand image terhadap purchase intention, brand trust secara positif dan signifikan dapat memediasi pengaruh brand experience terhadap purchase intention, dan brand trust berpengaruh secara positif dan signifikan terhadap purchase intention. The purpose of this study was to examine the effect of brand image and brand experience on purchase intention and brand trust as a mediator between brand image and brand experience on purchase intention. The population of this study was 120 Xiaomi smartphone users in Jakarta. The purposive sampling method was used by distributing online questionnaires and processing using partial least squares structural equation modeling (PLS-SEM) in the Smartpls 4 program. The results of this study are that brand image and brand experience can affect brand trust, then brand trust can affect purchase intention. Brand image and brand experience can affect purchase intention with or without the mediation of brand trust. The results of this study indicate that brand image has a positive and significant effect on purchase intention, brand experience has a positive and significant effect on purchase intention, brand image has a positive and significant effect on brand trust, brand experience has a positive and significant effect on brand trust, brand trust can positively and significantly mediate the influence of brand image on purchase intention, brand trust can positively and significantly mediate the influence of brand experience on purchase intention, and brand trust has a positive and significant influence on purchase intention.

With the rapid development of live-streaming e-commerce, the presentation of live-streaming content and streamer characteristics have become increasingly important factors influencing consumers’ purchase decisions, particularly in apparel live-streaming contexts. Compared with traditional e-commerce, live-streaming commerce reduces information asymmetry to some extent through real-time product display, interactive communication, and scenario-based marketing. However, substantial differences in conversion performance still exist across live-streaming sessions. Drawing on Uses and Gratifications Theory and Source Credibility Theory, this study develops a research framework to systematically examine the effects of live-streaming content value (entertainment value and informativeness) and streamer credibility (attractiveness, trustworthiness, and expertise) on consumer attitude and purchase intention. Data were collected through a questionnaire survey of consumers with experience in watching or purchasing apparel products via TikTok live streams, yielding 436 valid responses. Partial Least Squares Structural Equation Modeling (PLS-SEM) was conducted using SmartPLS to test the proposed hypotheses. The results indicate that both the entertainment value and informativeness of live-streaming content have significant positive effects on consumer attitude. In addition, streamer attractiveness, trustworthiness, and expertise significantly enhance consumer attitude, which in turn exerts a significant positive effect on purchase intention. Furthermore, bootstrap analysis reveals that consumer attitude plays a partial mediating role in the relationships between content value, streamer credibility, and purchase intention. These findings provide practical implications for content design, streamer development, and operational management in apparel live-streaming commerce.

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Local perfume brands are typically successful due to their distinct strategies and product features. The purpose of this study is to determine how packaging visual elements influence consumer purchase intentions, focusing particularly on the packaging, material, and typography of information. Furthermore, the study examines how perceived quality mediates the relationship between selected packaging elements and consumer purchase intentions. We used quantitative data collected through a field survey using structured questionnaire adapting survey items from previous studies. Total 347 respondents from Oman participated in the survey. We used the Partial Least Square Structural Equation Modelling (PLS-SEM) to analyse data. The findings revealed that packaging design and typography of information positively influence purchase intention of customers. Packaging material was found to be insignificant to influence the purchase intention. It was found that perceived quality partially mediated the relationship between independent variables (packaging design, typography) and purchase intention. In addition, there was full mediation of perceived quality in the relationship between packaging material and purchase intention. This study contributes to the literature by providing an insight into Omani consumers' attitudes regarding the aesthetics of packaging, perception of quality, and purchase intention. In the context of local market, the study suggests managers use visual elements of packaging to attract customer for increasing the likelihood of purchase. To gain a better understanding of marketing communication efforts, future research might look at the type of material as a predictor and assess the effect of gender and prices on packaging elements and purchase intention.

In recent years, climate change and global warming have been exacerbated by human over-development, and consumers are becoming increasingly aware of the importance of environmental protection. Therefore, many companies are now implementing green production approaches, taking environmental protection as an integral aspect of corporate social responsibility (CSR). This study aims to explore the influence of green perceived value (GPV), CSR, and consumer conformity on consumer purchase intention toward environmentally friendly Nike sneakers. The data were collected by employing an online survey of 18–24-year-old Taiwanese consumers. A total of 660 consumers were randomly selected and 480 valid responses were acquired. The data were analyzed using SPSS25.0 (IBM Corp, New York, NY, USA).and a partial least squares structural equation model (PLS-SEM) is used to test the hypotheses. The results of the study are as follows: (1) GPV and brand image had a significant effect on consumers’ attitude toward purchasing environmentally friendly sneakers; (2) GPV and CSR had a significant effect on brand image; (3) the attitude toward purchasing environmentally friendly sneakers had a significant effect on consumers’ purchase intention; (4) CSR and consumer conformity had no significant effect on consumers’ attitude toward purchasing environmentally friendly sneakers; (5) brand image had no significant effect on consumers’ purchase intention; (6) consumers’ environmental awareness had no significant moderating relationship between their attitude toward purchasing environmentally friendly sneakers and consumer purchase intention. The research results suggest that Nike can hold events to recycle old shoes, so that consumers can directly participate in advancing green initiatives and understand all the efforts the company has made for society. Moreover, through news media coverage of such events, the company’s intentions to promote its CSR commitment can be more fully understood by people, while simultaneously publicizing its CSR performance.

The impact of the COVID-19 pandemic has increasingly aroused the awareness of companies towards environmental issues. The company began to make changes in energy utility to reduce environmental impacts, including its marketing pattern. In addition, the issue of the government's campaign to love local products has also influenced consumer purchase intention. For this reason, this study aims to examine the impact of green marketing strategy (GMS) variables, which are green advertising and green brand image, and the attitudes toward local products as the moderating role, on Muslim purchase intention. This study used the partial least square–structural equation modeling (PLS-SEM) method. The data collected from 89 Muslim consumers in Banjarmasin, Indonesia, were processed using SmartPLS. This study uncovered that both GMS variables significantly affected the consumers’ purchase intention. However, this study also found that the attitude toward local products did not moderate the relationship between the two previous variables on purchase intention, but it significantly affected consumers’ purchase intention directly.

The aim of this research is to examine the effect of perceived brand globalness on consumers’ purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers’ purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderating effects of consumer ethnocentrism on the impacts of perceived brand globalness on consumer’s purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers’ purchase intention.

As an ancient cultural element, Dunhuang murals have strong historical and cultural inheritance significance. This study explores the impact of cultural identity on consumers' purchase intention, which has certain theoretical significance and practical value. Theoretically, this research advances the assumptions of the Theory of Planned Behavior (TPB) by integrating cultural identity into the model. Based on the existing literature on ancient culture and cultural identity, this study proposes a new research framework to empirically test the relationship between ancient cultural symbols, cultural identity, emotional value, and consumer purchase intention. By analyzing the collected data through structural equation modeling (SEM), the study draws the following conclusions: First, ancient cultural symbols significantly enhance an individual’s sense of cultural identity and emotional value perception, thereby significantly affecting their purchase intention. Second, ancient cultural symbols impact consumers' purchase intention directly and indirectly through cultural identity and emotional value. Cultural identity also impacts consumers' purchase intention directly and indirectly through emotional value. Finally, ancient cultural symbols have a significant positive impact on purchase intention through the chain mediation effect of cultural identity and emotional value. In summary, ancient cultural symbols not only directly enhance cultural identity, emotional value, and purchase intention, but also indirectly affect purchase intention through the intermediary effects of cultural identity and emotional value. The research results provide empirical basis for the use of traditional cultural symbols in product design and marketing strategies. In particular, they provide theoretical support for the marketing strategy of Dunhuang mural casual clothing, which helps to enhance consumers' cultural identity and purchase intention.

ABSTRACTWith the increasing emphasis on global social responsibility, cause‐related marketing (CRM) has emerged as a pivotal strategy for enterprises to harmonize business objectives with social benefits. However, in practice, many cause projects fail to effectively elicit consumer responses. Moreover, most existing studies focus on singular attributions, providing limited systematic insights into the synergistic effects of cause attributes, individual traits, and corporate cues within cause projects. This research combines Partial Least Squares Structural Equation Modeling (PLS‐SEM) with Fuzzy Set Qualitative Comparative Analysis (fsQCA) to explore the effects of cause's attributes, self‐construal, and consumer‐company identity (CCI) on consumer purchase intention through an analysis of 426 qualifying questionnaires. The PLS‐SEM analysis results confirm that the three cause's attributes exert significant positive effects on purchase intention. Interdependent self‐construal (ITSC) indirectly influences purchase intention through CCI, whereas independent self‐construal (ISC) directly promotes purchase behavior. Furthermore, CCI serves as a critical intermediary in the relationship between cause proximity (CP) and brand‐cause fit (BCF). The fsQCA analysis further revealed four distinct configuration paths associated with high purchase intention, underscoring the significance of multi‐factor synergies. This study not only offers a multidimensional explanatory framework for CRM theory but also provides actionable path options for enterprise practice.