Actual Purchase Research Articles

Impact Of UPI Transaction on Purchasing Decision of Customers: A Survey in Chennai City

In today’s digital age, the Unified Payments Interface (UPI) has significantly transformed consumer purchasing behavior, making transactions more seamless and efficient. This study investigates the impact of UPI transactions on customers' purchasing decisions in Chennai, analyzing awareness, usage patterns, and the role of demographic factors. Data collected from 121 respondents reveal a high awareness and adoption rate of UPI, with a substantial portion of participants preferring UPI over cash for everyday purchases. Regression analysis indicates a strong positive correlation (r = 0.65, p < 0.01) between UPI transaction frequency and consumer purchasing activity. Additionally, age and income are shown to significantly influence UPI usage. The findings highlight UPI’s role in enhancing consumer convenience and security while promoting more frequent and impulsive buying behavior. The study offers insights for marketers and policymakers to leverage digital payment trends for improved consumer engagement.

Grocery retailers’ CSR: the role of claim type

PurposeThis study examines how substantive and/or associative claims about the local origin of organic products moderate the determinants and consequences of a grocery retailer’s corporate social responsibility (CSR).Design/methodology/approachAn experiment with four different conditions – no claim, substantive claim (i.e. number of kilometres), associative claim (i.e. photograph of the producer) and a combination of substantive and associative claims – was carried out in a laboratory store in France with 249 consumers who were randomly divided into four independent samples (a between-subjects design). To analyse the data, partial least squares structural equation modelling was mobilised using XLSTAT (2022) software.FindingsThe study indicates that using claims about the local origin of organic products via in-store signage is an appropriate tool for grocery retailers. For the three types of claims considered, the ethics of the offering influences the retailer’s CSR, which has an indirect impact on consumers’ actual purchases of local organic products via two routes: trust and affective commitment and trust and preference for the retailer. However, grocery retailers should favour a combination of substantive and associative claims to create a stronger impact on purchases.Originality/valueThis research extends the use of substantive and associative claims to sustainable products.

The role of brand equity and decoy effect on actual purchase of insulated water flasks

The role of brand equity and decoy effect on actual purchase of insulated water flasks

The Factors Influencing Consumer Behaviour in the Purchase of Green Products in Windhoek, Khomas Region of Namibia

It is a global concern that environmental sustainability is in danger. Climate conditions in most parts of the world cannot sustain agriculture and livestock, while water and energy shortages remains a huge challenge. While enjoying products and services offered in the market, consumers should protect their environment and maintain a healthy life style by purchasing green products which are environmental friendly. Prospective green consumer’s expression of interest in green products is not converted into actual purchase. The objective of this study is to examine the factors that influence consumer behavior in the purchase of green products. The study adopted mixed methods and a sample of 120 respondents was considered. SPSS was used for analysis. Qualitative data was analyzed using thematic analysis. Statistical significant association was found between the purchases of green products with the eight main predictors which are; Environmental attitudes, perceived effectiveness of environmental problems, perceived environmental responsibility, green products labelling, green product features, green product certification, environmental benefits of green products, governments concern about the environment. The study found a negative association between purchase of green products and consumers knowledge about environmental benefits. By gathering this information, marketers would be able to understand the factors which influence consumers in the purchase of green products. They would also be able to formulate various strategies to effectively attract more green consumers to purchase green products as part solution for environmental protection. The legislators, national policy makers and environmental activists could utilize this information to promote a positive green consumerism.

“Take no risk!”: Immediate and delayed backfire-effect of risk-reducing messages in retailers' return and exchange policies

While much research highlights the positive effects of appropriate risk framing in online retail advertising, this study reveals its potential adverse impact on consumer purchase decisions, particularly when communicating retailers' return and exchange policies. We conducted four studies, including three distinct field experiments in partnership with a major online retailer, to explore immediate and deferred consumer behaviors - advertising engagement and actual purchases - across over 452,632 consumers, and one controlled online experiment to test the proposed hypotheses. Studies 1a and 1b examined the short-term adverse effects of reassuring risk framing on immediate advertising engagement, and Study 2 assessed its impact on delayed decisions (actual purchase). Study 3 provided insights into the underlying psychological mechanisms using the persuasion knowledge theory. Our findings indicate that framing messages such as “take no risk” can diminish advertising engagement and actual purchasing behavior, because of greater persuasion knowledge. Advertisers are advised to carefully evaluate the use of risk-reducing messages in their communication to avoid unintended negative impacts on both advertising engagement and actual purchase behavior. This study enriches the advertising literature by uncovering the backfiring effects of reassuring risk-reducing framing.

Changes in Customer Behavior Towards Video Advertising Post-Pandemic

Background: Video Advertising (VI) is a powerful media tool used by several companies as a marketing strategy. During COVID-19 pandemic, there was a wide adoption of digital media, particularly VI, to promote company products. However, some changes occurred post-pandemic, which influenced customer behavior. Objective: This research aimed to explore changes in customer behavior towards VI post-pandemic. The exploration focused on understanding changes in four major factors which included Sensory Appeal (SEN), Informativeness (INF), Entertainment (ENT), and Telepresence (PRE). Methods: Data were collected using snowball sampling method, resulting in 744 responses. After deleting outliers and non-shopping customer, there were 584 analyzable data. Covariance-Based Structural Equation Model (CB SEM) method facilitated by Lisrel Application was used for data analysis. Results: The result showed that significant changes have occurred in customer behavior to VI post-pandemic. Among the 13 tested hypotheses, 11 showed significant influences, while 2 did not, indicating shifts in customer behavior. Conclusion: COVID-19 pandemic led to significant changes and imparted customer with a new understanding of VI, which became a major marketing tool. These changes were due to experiences during the pandemic, which affected SEN (72%), INF (77%), ENT (76%), and PRE (70%). Further analysis showed that ENT affected Customer Trust (CT) and Actual Purchase (APU) by 20% and 27%, while PRE caused 34% and 20% respectively, indicating a decrease in customer response from VI to CT and APU. Based on these results, further exploration should build on the identified factors and investigate additional variables that had not been considered. Keywords: Post-Pandemic, COVID-19, Customer Behavior, Video Advertising

The Role of Green Risk Management Approaches in Promoting Green and Sustainable Supply Chain Management

This study assesses how advanced technologies like AI, blockchain, and big data facilitate green risk management in the automotive and electronics industries in the EU. When applied to environmental risk assessment, green purchasing, and eco-design activities, these technologies will optimize Economies of Scale (EoS) and contribute to advancing GSSCM in companies. This review uses systematic literature review and thematic analysis and focuses on using various peer-reviewed sources to understand how these technologies support GSSCM and also reveal gaps and challenges such as the integration of innovative waste disposal technologies and sustainable partnership schemes. Research proves that actual assessment of environmental risk is possible through the implementation of AI in risk assessment; On the other hand, blockchain makes sustainable procurement and reverse logistics more transparent. Thus, some problems like high costs, limited time, and problems with the alignment of stakeholder goals remain. It is recommended that these gaps be overcome by innovating, partnering with industries, and implementing policies that can further improve the position of information systems as the foundation of GSSCM. Thus, policymakers have been urged to explore options like grants or subsidies in an attempt to promote the adoption of these technologies as a way of creating a circular economy. Consequently, this research offers insights that may be beneficial for industry managers and policymakers seeking to improve sustainability within the EU automotive and electronics sectors.

Unveiling the determinants of online shopping: Insights from a developing nation

This study examined the factors influencing online purchases among consumers in Bangladesh, employing a modified version of the Technology Acceptance Model (TAM). Data from 353 individuals in Bangladesh revealed that perceived ease of use, social influence, security, convenience, trust, emotional experience, and functional experience significantly positively affect the intention to purchase online. Additionally, results show that the intention to purchase online significantly positively affects actual online purchases. Findings further highlighted that intention to make online purchases mediated the influence of perceived ease of use, social influence, security, convenience, trust, emotional experience, and functional experience over online purchases. The study provides significant practical recommendations to help businesses and consumers support online purchasing with diverse advantages.

THE ROLE OF PERCEIVED ATTRACTIVENESS IN SHAPING CONSUMER PREFERENCES: A STUDY OF SPORTS BRAND T-SHIRT PURCHASING BEHAVIOR AMONG COLLEGE STUDENTS IN ZHENGZHOU, CHINA

The preference of customers is very impactful for the sports brand T-shirt making companies. The growth in the sportswear industry of China and preference of college students towards it, is significant, however, changes like change in trend and personality riots of consumers is considered significant. In this literature review chapter, previous research findings are presented about perceived attractiveness and its influence on purchasing behaviour of T-shirts with sports brands among college students in Zhengzhou, China. The review also investigates general theories like social identity theory as well as consumer buying behaviour theories where determinants like customer’s attitude, brand image and advertisement have been identified as determinants in the buying process. Brand reputation is identified in the literature to play a huge role in increasing perceived product attractiveness as well as how customer attitudes act as the mediating factor between perceived brand image and actual purchase behaviour. The quantitative method has been used by selecting 410 students to conduct surveys for using their purchasing behaviour and preferences. Along with this, SPSS and SmartPLS have also been used here. Some recommendation has been provided and some limitations have also been identified while conducting the study.

Determinants of crop insurance participation of farming households in Mekong River Delta, Vietnam in climate change context

Abstract Agricultural insurance has been implemented in many countries around the world to reduce risks for farming households. In Vietnam, agriculture is the most important industry but is heavily affected by natural disasters and climate change. This study aimed at assessing farmers’ awareness of climate change and analyzing factors affecting agricultural insurance participation of farmers in the Mekong Delta, Vietnam. The research applied utility theory to build empirical model. We collected primary data from a survey of 400 farming households in Tra Vinh province. Households were selected stratifiedly in 4 coastal districts and then drawn randomly from household lists of communes. The research results showed that the majority of people were aware of climate change trends locally and its impacts on agricultural production. Logit regression model indicated that there were 8 main factors affecting household’s participation in crop insurance including age, gender, farming experience, education level, access to insurance information, civic organization membership, fund borrowing and household size, of which access to insurance information had strongest impact. The study proposed some specific management implications including (i) raising farmer awareness about agricultural insurance through official information channels such as television, radio, as well as informal information through social networks; (ii) strengthen the role of local civic organizations, especially extension services in disseminating information and supporting insurance purchasing activities for farmer households and; (iii) support farmers in part with insurance fees or allow access to small credit from State programs to enhance the participation of agricultural insurance.

The Influence Of Consumer Ethnocentrism, Attitudes And Consumer Intentions On Actual Purchasing Behavior On Instant Noodle Products

Consumer ethnocentrism is very important because it affects consumer purchasing decisions. This study aims to reveal how demographic factors such as age, gender, education, and income affect consumers' views on domestically made instant noodles and foreign-made instant noodles which affect attitudes, intentions, and purchasing behavior. This study uses a purposive sampling method involving 200 consumers who consume domestically made instant noodle products and foreign-made instant noodle products in the JABODETABEK area. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The sample criteria are consumers who consume domestically made instant noodle products and instant noodle products made abroad at least 2 times. The results showed that consumer demographics affect consumer ethnocentrism, consumer ethnocentrism affects consumer attitudes, consumer attitudes affect consumer intentions, consumer ethnocentrism has no effect on consumer intentions, consumer intentions affect actual purchasing behavior. This study contributes that age, income and ethnocentrism significantly influence consumer attitudes and intentions towards local products and it is recommended that the sample be expanded and additional factors that may influence the relationship between ethnocentrism, consumer attitudes and purchase intentions be taken into account. Further research could also examine the long-term impact of ethnocentrism on actual purchase behavior as well as other factors that could potentially influence consumer decisions in greater depth. Keywords: Consumer demographics, Consumer ethnocentrism, Attitudes, Consumer intentions and Actual purchase behavior

The Effect of Influencer Attributes on Purchase Intention with Perceived Characterizations and Brand Equity as Intervening Variables on Scarlett

The emergence of social media as a dominant platform for online engagement is a direct result of globalization; it has revolutionized human connection and laid the groundwork for new corporate strategies. The goal of this research is to identify the factors that influence consumers' intention to buy from influencers, controlling for perceived characterizations and brand equity. Data for this study was gathered quantitatively using non-probability sampling strategies based on purposive sampling, and then processed using SmartPLS version 3. For this study, 385 participants were surveyed, all of whom met the following criteria: familiarity with Scarlett products, an interest in purchasing, or actual purchase history; and exposure to Scarlett ads featuring social media influencers. Strong correlation between influencer attributes and buying intent. Influencers, their perception, and brand equity all affect buying intentions. Influencer traits greatly affect brand equity. Perceived characterizations and brand equity moderate influencer attributes and purchase intention.

Impact of E-Word of Mouth (E-WOM) on Consumers’ Purchase Intention for Cosmetic Products: The Mediating Role of Brand Image (With reference to Facebook Users)

Social media marketing (SMM) is one of the emergent trends and a different marketing strategy that advertisers worldwide use today with the competition. In day-to-day life, cosmetics play a significant part as cosmetics are used as a regular ritual by almost everyone. The Electronic Word of Mouth (E-WOM) generated by the comments on social networking sites can influence the consumers’ purchasing decisions due to the vital role played by the SMM. However, consumers' adoption of E-WOM information is influenced by different factors. This study aims to investigate factors that affect E-WOM adoption on consumer purchase intention with the mediating effect on the brand image. The lack of research attention has been given on the impact of E-WOM on purchase intention with the mediating effect of Brand image. Hence, the current research addresses the knowledge and empirical gap. The researcher used the quantitative method and the data was collected from a sample of 384 respondents from Facebook users from Generation Z residing in Western province based on random sampling techniques. The collected data were analyzed by the Smart PLS. According to the findings, the researcher concluded that E-WOM has a significant impact on purchase intention. Further, results revealed a partially mediating effect of brand image on the relationship between E-WOM and purchase intention. The findings provide insights for cosmetics marketers to successfully manage the E-WOM activities. Moreover, the spread of accurate information through Facebook can foster a strong brand image, which will finally result an actual purchase behavior by consumers.

Examining the Impact of Wine Influencers' Characteristics on Consumer Attitudes, Purchase Intention, and Actual Wine Purchase

Using the Elaboration Likelihood Model, this study examines the impact of wine influencers' characteristics on consumers' attitudes, purchase intentions, and actual buying behavior. A survey of 404 social media users was conducted using a structured questionnaire. The structural modeling analysis found that perceived credibility impacts attitudes toward influencers but not recommended brands. However, perceived expertise and trust strongly predict attitudes toward influencers and brands. Congruence has no significant impact. Attitudes toward influencers and brands positively correlate with purchase intention, which, in turn, leads to actual purchases. These insights offer marketers a roadmap for leveraging wine influencers' characteristics to impact consumer behavior effectively

Interactive effects of trust in government information and perceived value on Chinese consumers' actual purchasing behavior toward contaminated seafood

Previous studies have separately examined the roles of trust in government information and perceived value in consumer food choices; however, the interactive effects of trust in government information and perceived value remain unknown. Therefore, this study explores the joint effects of trust in government information and perceived value on shaping consumers' actual food purchase behavior after food contamination. A logit model was used to estimate the interactive effects. The results from a sample of 710 Chinese consumers indicated that a lack of trust continues to make consumers concerned about the safety of seafood, which, together with the spread of internet rumors, leads to the fact that trust in government information does not directly affect consumers' actual purchase behavior. However, it can also indirectly influence purchase behavior through perceived risks and benefits. Specifically, trust in government information reduces risk perception among low-income consumers and enhances benefit perception among low-risk city consumers, thus enhancing purchasing behavior. Moreover, we find city heterogeneity in its impact on consumer purchasing behavior. Specifically, in low-risk cities, it significantly promotes consumer purchasing behavior, however, in high-risk cities, it does not directly affect consumer purchasing behavior. Overall, trust in government information does not directly affect consumer purchasing behavior. Perceived value is a key factor affecting consumer purchasing behavior. An interactive effect exists between trust in government information and perceived value on consumer purchasing behaviors. These results highlight the role of perceived value in amplifying the effects of trust in government information. These findings have significant implications for seafood producers and policymakers. Effective strategies should encompass both the provision of perceived value and the cultivation of trust in government information to promote consumer choices of contaminated food.

Generating in-store customer journeys from scratch with GPT architectures

We propose a method that can generate customer trajectories and purchasing behaviors in retail stores simultaneously using Transformer-based deep learning structure. Utilizing customer trajectory data, layout diagrams, and retail scanner data obtained from a retail store, we trained a GPT-2 architecture from scratch to generate indoor trajectories and purchase actions. Additionally, we explored the effectiveness of fine-tuning the pre-trained model with data from another store. Results demonstrate that our method reproduces in-store trajectories and purchase behaviors more accurately than LSTM and SVM models, with fine-tuning significantly reducing the required training data.Graphic abstract

Measuring the brand and category effects of marketing activities on customers

Brands play an important role in shaping the impact of a company’s marketing activities on its customers. The key concept of customer-based brand equity in brand research suggests that the effects of different brands differ, even for identical marketing activities. However, empirical analyses that have confirmed the differences in marketing effectiveness across brands are scarce and even fewer studies have compared the effectiveness of multiple marketing activities simultaneously. As a comparison of marketing effectiveness relative to competing brands is important for brand management, this paper presents a method for measuring the differences in marketing effectiveness across brands. The paper employs a hierarchical Bayesian model to compare the effects of pricing and promotional strategies across six makeup cosmetics brands on customers’ responses in Japan. The results reveal that: (a) there are differences in marketing effectiveness between brands for both pricing and promotional strategies, (b) the extent of marketing effectiveness differs between brands for each marketing activity and (c) the effects of pricing and promotional strategies on customers’ responses differ between brands. These results indicate that the hierarchical Bayesian model-based measure for assessing marketing effectiveness proposed in this paper is effective for comparing brands, which highlights the need for different brands to adopt distinct marketing strategies. As the dominant strategy varies by brand, marketers should consider this aspect carefully. Future studies should examine whether purchase intention is directly linked to actual purchases as well as consider alternative independent variables (eg comparisons between promotional strategies) and dependent variables (eg willingness to pay and brand choice).

How do online sales channels affect global product purchases? The role of CSR and cross-country differences

This study aims to extend the link between online purchasability and consumers’ actual purchase behavior in the global product context by considering global companies’ social contributions and cross-country differences. Using 1033 datasets from South Korea (n = 545) and Japan (n = 488), we employed the PROCESS macro to test the moderated moderated mediation hypothesis. Our findings highlight that global companies’ social contributions strengthen the positive indirect effect of online purchasability on purchase frequency by increasing the number of items purchased. Furthermore, contrary to our prediction, Japanese consumers with a high evaluation of social contribution have a stronger positive indirect link between online purchasability and purchase frequency than South Korean consumers. We provide significant insights into the implications of online sales channel management and its strategy, highlighting the role of corporate social responsibility in better understanding the dynamics of global consumer product purchases in the context of a cross-country analysis.

Evolution of dietary patterns in Flanders: an ecological trend study on best-selling cookbook recipes (2008–2018) and their correlation with household purchases

BackgroundWith rising obesity rates in Western societies, analyzing changes in dietary patterns is paramount. While nutritional surveys have been informative, traditional cookbooks have historically shed light on national cuisines and its changes. Despite the growing popularity of online platforms for food information, cookbooks might still reflect prevalent dietary trends and the diets people follow. This study examined (1) the changes in nutritional content and food group usage in the best-selling cookbooks from 2008 to 2018, and (2) the correlation between the food groups in these cookbooks and dietary patterns (inferred from household purchases) over the same timeframe.MethodsAn exploratory ecological study was conducted on 20 main course recipes of each of the five best-selling cookbooks in Flanders annually between 2008 and 2018. Trends in macronutrients and food group usage in these recipes were analyzed using generalized linear models. Additionally, these trends were compared to household purchase data in Flanders using correlation matrices.ResultsOur results reveal a rising trend towards the use of plant-based ingredients and meat alternatives in cookbooks over the period 2008–2018. There was an increase in the usage of vegetables, nuts & seeds, and cheese. Conversely, there was a decline in the usage of meat, sugar & sweeteners, alcohol, and dairy (all p-values < 0.05). In terms of macronutrient content, there was an upswing in carbohydrate, fibre, and sugar levels, while the total fat content showed a decrease (all p-values < 0.05). The levels of protein and saturated fat remained consistent over time. Notably, shifts in plant-based and animal-based food group preferences in popular cookbook recipes align with the trends seen in actual household purchases of these food groups (all p-values < 0.05).ConclusionThese findings indicate that cookbook content evolves over time, potentially reflecting shifts in population dietary patterns. Future research is needed to (1) determine any causative link between cookbooks and any causative link between cookbooks and (2) the potential for cookbooks to aid in health promotion.

ENGLISH TRANSLATIONS OF CHINESE PHARMACEUTICAL COMPANY PROFILES FROM THE PERSPECTIVE OF FUNCTIONALIST APPROACH

The study aims to compare and analyze English pharmaceutical company profiles (EPCP) and Chinese pharmaceutical company profiles (CPCP) from the perspective of functionalist approach with the guideline of translation-oriented text analysis. A corpus will be used in the research. There are various differences on intratextual elements between the two profiles. From the corpus data, explicitly appellative functions are characterized by the high-frequency words in English whereas Chinese pharmaceutical company profiles weigh heavily in informative functions to sustain the authority. On sentence structure, it is observed that there are wide varieties of imperative sentences in native profiles whereas declarative sentences are in Chinese profiles. Other strategies for text functions in the native profile are the use of block language. In English profiles, rhetoric plays an important role for appealing; rhetorical person pronouns, metaphors, alliteration, repetition and parallelism are common devices used to draw empathy for the company or products, and can also stir motivation for purchase action. Results would serve for formulating a model for English translations of Chinese pharmaceutical company profiles.