Affect Consumer Purchase Research Articles

Understanding the purchase intention in live streaming from the perspective of social image

E-commerce live streaming (hereafter, “ELS”) has introduced novel avenues for E-commerce. Driven by commercial goals, ELS streamers work to craft, sustain, and enhance their social images to attract popularity, acceptance, trust, and other beneficial outcomes. This article investigates how various characteristics of a streamer’s social image influence purchase intentions within ELS, using a conceptual model comprising fourteen hypotheses based on the Stimulus-Organism-Response (SOR) framework. This model examines social image through three dimensions that correspond to the intentional behaviors of ELS streamers. The findings indicate that consumers’ purchase intention is significantly influenced by characteristics that benefit the first impression developed by the streamer, namely physical attractiveness. Characteristics that benefit the endorsement of products, namely matchup congruence, authenticity, and expertise, also positively affect consumer purchase intention. Moreover, the effect of streamers’ social image characteristics that benefit communication traits, entertainment, and responsiveness, are tested respectively. However, surprisingly contrary to our expectation, entertainment features have no significant effect on both trust and purchase intention. Responsiveness has significant effects on trust but no significant effects on purchase intention. Potential psychological and regulatory explanations for this finding is provided. The article also offers strategic recommendations for streamers and e-commerce businessmen to refine their live-streaming efforts.

Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly. Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Analisis Minat Beli Konsumen Raudhah Scarf Kudus: ditinjau dari Kredibilitas Brand, Islamic Advertising, dan Preferensi Konsumen

This research aims to determine whether the variables of brand credibility, islamic advertising, and consumer preferences have an effect on the purchasing interest of Raudhah Scarf Kudus consumers, both partially and simultaneously. This research is a field study with a quantitative approach. The population used is the community of Kudus City. The sample size taken is 100 respondents. The results of the data analysis indicate that: 1) brand credibility does not affect consumer purchase interest, as shown by the t value of 0.258 < t table 1.98498. 2) islamic advertising has an effect on consumer purchase interest with a t value of 2.429 > t table 1.98498. 3) consumer preference influences consumer purchase interest with a t value of 5.820 > t table 1.98498. 4) brand credibility, islamic advertising, and consumer preference collectively influence consumer purchase interest with an f value of 69.443 > 2.70. The result of the adjusted R square is 0.675 or 67.5%. It can be concluded that the purchasing interest of Raudhah Scarf Kudus consumers is influenced by brand credibility, islamic advertising, and consumer preferences by 67.5%. Therefore, there are still 32.5% of other variables that can affect consumer purchasing interest.

Packaging Features and Purchasing Decisions: Strengthening the Local Home-Based Products

Packaging is an unwitting marketing key that protects the product from damage and provides visual impact, uniqueness, and brand image on the sales shelf. The purpose of this study is to identify the influence of innovative packaging on consumer purchasing decisions. The findings are used to communicate the importance of product packaging to women entrepreneurs involved in the Dapur Mawar project and to formulate new designs for the participants. Dapur Mawar is a startup incubator, a program through which early-stage home-based entrepreneurs are empowered to form, grow, and succeed. A survey instrument in the form of an online questionnaire has been developed. The responses from 187 participants revealed that packaging attributes affect consumer purchase decisions, and features considered at the point of purchase were ranked as the top features. As implications for women entrepreneurs, packaging and product presentation are essential in empowering the food industry in the country or the global market. It adds value to products, which acts as a strategic tool to compete with competitors in the market. The recommendations for future studies are also highlighted in the final section.

Analysis of Factors Affecting Consumer Purchase Interest Through Celebirity Endorsement on Jiniso Products at Tiktok Shop

Analysis of Factors Affecting Consumer Purchase Interest Through Celebirity Endorsement on Jiniso Products at Tiktok Shop

Avatar effect of AI‐enabled virtual streamers on consumer purchase intention in e‐commerce livestreaming

AbstractIn recent years, digital avatars employed as virtual streamers are experiencing a surge in popularity in e‐commerce livestreaming. However, the influence of the avatars' anthropomorphic features on their effectiveness as virtual streamers remains unclear. This study investigates the avatar effect of artificial intelligence‐enabled virtual streamers, wherein their form and behavioral realism interactively affect consumer purchase intention. Three lab experiments with 604 participants were conducted to test this effect and its underlying mechanism and boundary conditions. Based on the findings, behavioral realism positively affects consumer purchase intention only when the virtual streamers' form realism is low. Parasocial interactions underpin this avatar effect, which only holds when consumers exhibit a communal relationship norm orientation. When consumers possess an exchange relationship norm orientation, the effect of behavioral realism becomes positive regardless of the level of form realism. Overall, our study proposes an avatar effect in livestreaming, and extends the literature by offering insights on the interactive effect of the anthropomorphic features of human‐like avatars (as virtual streamers) on the effectiveness of e‐commerce livestreaming. By revealing the mechanisms and boundary conditions of this effect, our conclusions offer guidance for companies in developing appropriate combinations of form and behavioral realism for the avatars of virtual streams while considering consumer characteristics.

Decoding Tiktok E-Wom: Unraveling Its Impact On Consumer Purchase Intentions For Saff & Co Products

This study examines how eWOM on TikTok affects consumer purchase intentions for Saff & Co products. This study examines various eWOM factors using the information adoption model (IAM) as a framework. The study used a quantitative approach with 275 Indonesian TikTok users interested in Saff & Co; the study found that respondents rated the eWOM variables positively. Specifically, Information Quality, Information Quantity, Information Credibility, and Information Adoption significantly influence purchase intentions. The insights provide a foundation for Saff & Co. and the perfumery industry, ensuring that marketing strategies are aligned with consumer preferences and improving overall satisfaction.

Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.

Prediction of Determinants Affecting Consumer Purchase Intentions for Mackerel in the Korean Domestic Market

Prediction of Determinants Affecting Consumer Purchase Intentions for Mackerel in the Korean Domestic Market

The Role Of Hedonic Motivation Mediating The Effect Of Augmented Reality Marketing On Buying Intention (Study of the Loreal Paris Brand in Indonesia on the Shopee Application)

This study examines the effect of augmented reality-based marketing on consumer purchase intention, with hedonic motivation acting as mediation. In the context of L'Oreal Paris cosmetic products sold on the Shopee platform. This study uses a sample of 110 respondents with 11 indicators to fill out a questionnaire to raise the relevance of augmented reality technology in enhancing a more immersive online shopping experience, namely the merging of the real and digital worlds and the personal world, which can significantly affect consumer purchase intentions. Through the use of the Virtual Try-On AR feature in Shopee, consumers can see the application of cosmetic products virtually on their faces, which not only enhances product information but also provides a fun and satisfying shopping experience. Data was collected from Shopee users in Denpasar, Bali, who have used this augmented reality feature and analyzed using a quantitative approach. The results showed that hedonic motivation plays an important role in mediating the relationship between augmented reality marketing and purchase intention, signifying that emotional satisfaction from the augmented reality experience increases the likelihood of purchase. This research provides valuable insights for digital marketing and e-commerce practitioners to optimize augmented reality strategies in increasing consumer purchase intention. By understanding the effects of augmented reality marketing through hedonic motivation, brands can more effectively design user experiences that are not only informative but also entertaining and emotionally satisfying, thereby increasing consumer purchase intentions.

Analysis of Economic Factors Affecting Consumer Purchase Intentions on E-commerce Live Streaming Platforms

Analysis of Economic Factors Affecting Consumer Purchase Intentions on E-commerce Live Streaming Platforms

Celebrity Endorsements, E-WOM, and Promotions Significantly Boost Youth Purchase Interest in Indonesia

This study explores how celebrity endorsers, electronic word of mouth (E-WOM), and promotions affect consumer purchase interest, focusing on young consumers in Sidoarjo who buy Erigo products. Using a quantitative approach, data were gathered from 96 respondents aged 12 to 24 through purposive sampling and analyzed with SmartPLS. The results indicate that all three factors significantly and positively influence purchase interest. These findings suggest that integrating celebrity endorsements, fostering positive E-WOM, and designing effective promotions can enhance consumer interest and drive sales. Highlight: Celebrity endorsements significantly enhance product appeal among youth. Positive electronic word of mouth (E-WOM) boosts consumer interest. Effective promotional strategies drive higher purchase intentions. Keywoard: Purchase interest, celebrity endorsements, E-WOM, promotions, youth consumers

Factors affecting consumers intention in purchasing eco-friendly cosmetic products in Batam City

Purpose: This study aims to identify the factors affecting consumer purchase intention towards ecologically sustainable cosmetic products in Batam City. The factors examined included subjective norms, promotion, perceived behavioral control, trust, and product quality. The data comprised of 322 questionnaires. The scope of this study was confined to Batam; therefore, the findings cannot be extrapolated to other areas. Methodology: This study employed a survey to obtain data from consumers of cosmetic products in Batam. Results: The data analysis revealed that attitude, perceived behavioral control, sales promotion, product quality, and subjective standards significantly affected the intention to purchase green cosmetic products in Batam City. Nevertheless, trust does not have a significant effect on purchase intention. The findings of this study offer valuable insights for cosmetic companies to devise more efficient marketing strategies for green cosmetic products. Limitations: Data collection was exclusively conducted via questionnaires, which may have introduced respondent bias. Owing to its cross-sectional nature, this study could not elucidate temporal variations. A longitudinal study offers a more profound understanding of fluctuations in consumer intention over time. Contributions: This study validates consumer perspectives on green cosmetics and advocates for more explicit standards and regulations in the sector, and the use of sophisticated biotechnology to extract natural ingredients.

Exploring the Relationship Among Service Satisfaction, Motivation and Purchase Intention in Malaysia’s Online Banking

Customer satisfaction plays a vital role in service marketing, especially for online banking, due to the advancement of technology and the ease of online banking transactions. Recent studies have found that consumer motivation is crucial in capturing customer value and trust. Consumer motivation will affect consumer purchase intention. However, the scarcity of empirical evidence has inspired researchers to examine the relationship between consumer motivation, perceived service satisfaction, and purchase intention simultaneously in Malaysian online banking. Thus, the role of service satisfaction as a mediating variable in the relationship between consumer motivation (information influences, consumption patterns, and consumer involvement) and purchase intention was discussed in this paper. Data were collected from 250 online banking users through a self-directed questionnaire. All the data has been analyzed using partial least squares structural equation modelling (PLS-SEM). Findings confirmed the significant relationship between consumer motivation, perceived service satisfaction, and purchase intention. The results also indicated that perceived service satisfaction fully mediates the relationship between consumer motivation and purchase intention. Managerial implications were provided to guide online banking service providers on effective ways to retain their users through consumer motivation.

What Motivates Consumers’ Purchase Intentions in E-Commerce Live Streaming: A Socio-Technical Perspective

The surge in popularity of e-commerce live streaming is evident among sellers and consumers. However, a holistic examination of the influencing factors of consumers’ purchase intention from the perspective of social and technical systems is still limited. Utilizing the socio-technical systems theory, we investigate the effects of social and technical system factors on consumers’ flow experience and how flow affects consumer purchase intention in the live streaming setting. Furthermore, we identify how optimal stimulation level moderates the relationship between socio-technical system factors and flow. Empirical results (N = 355) indicate that flow can be strengthened through social system factors (financial bonds, social bonds) and technical system factors (visibility, guidance shopping), consequently affecting consumer purchase intention. In terms of the moderating effects, the optimal stimulation level positively moderates the relationships between social bonds, visibility, guidance shopping, and flow.

Digital Marketing Dynamics: Investigating Influential Factors in Consumer Purchase Behaviour

In today’s digital age, digital marketing has become an integral part of our daily lives. The internet, mobile applications, social media and other digital communication tools have become ubiquitous and are used by billions of people worldwide. This study aimed to investigate the factors that affect consumer purchase decisions in digital marketing. A set of self-administered questionnaires has been distributed to 166 respondents in Malaysia. The stimulus-organism-response (SOR) theory was employed in this study. The independent variables included in this study are email marketing, social media marketing, mobile marketing, online advertising, influencer marketing and trust plays as a moderating variable in the study. The findings of this study revealed that five out of eleven hypotheses were supported. Trust significantly showed a mediation effect on the relationship between mobile advertising and online advertising on purchase decisions. These findings contribute to Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure) by providing inputs on digital marketing’s effects, which can relate to the advancements in technology and innovation within the marketing sector. This research offers important insights for individuals, marketers and employers. Digital marketing is a powerful tool that can help businesses reach a larger audience, even with a limited budget. Utilising digital marketing tools like online advertising provides a valuable opportunity to strengthen online visibility, target the right audience, boost exposure and improve business outcomes.

Taste over waste: How seller type affects consumer purchase intention toward imperfect produce

Although imperfect produce may not differ from regular produce in the dimensions of taste or nutrition, most of consumers unwilling to purchase them, thus, reducing the waste of imperfect produce is crucial for both environmental preservation and food conservation. Through four online experiments in China (covering in total 888 respondents), we provided evidence that consumers are more willing to purchase imperfect produce sold by producers compared to those sold by professional sellers. Pilot study (N = 300) shows that individuals held the lay belief that producers (e.g., farmers) provide natural and healthy produce, while professional sellers (e.g., sales clerks) focus on presale selection. Furthermore, Study 1 (N = 200) found that the sale of imperfect produce by producers elicits a greater purchase intention than that by professional sellers in the context of live streaming shopping. Study 2 (N = 200) then replicated the finding of Study 1 and found that this effect is mediated by the dual mechanism of perceived health and perceived effort in the offline retailing context. Additionally, Study 3 (N = 188) reveals that adding a claim of imperfection causes augments the sales performance of professional sellers in the online shopping context. This finding suggests that adding a claim of imperfection causes can enhance the efficacy of professional sellers in marketing imperfect produce.

The antecedents of purchase intention on healthy instant noodle products: Is it worth fighting for?

Instant noodles are one of the favorite foods in Indonesia. Many food and beverage companies compete to attract consumer interest by providing promotions for various flavors of instant noodle products. The health issue of instant noodle products has become a concern for business owners who want to provide healthier food. However, the importance of healthy food has yet to receive a positive and significant response from Indonesian consumers. Increasing consumer interest in healthy food in Indonesia is crucial since it can significantly affect public health. This study aims to measure the effect of convenience, advertising, subjective norms, and product attributes as antecedents of people's purchase intention for healthy instant noodle products. This research used a quantitative approach by distributing questionnaires to respondents selected through a purposive sampling technique based on the criteria: consumers of healthy instant noodle products who have previously purchased instant noodles or a variety of healthy instant noodles. A total of 210 respondents participated in filling out this research questionnaire. Partial least squares structural equation modeling (PLS-SEM) was used as an analytical technique. The results of this study indicate that subjective norms are not proven to be an antecedent that affects consumer purchase intentions for healthy instant food products. In contrast, product attributes are the most influential antecedent. This study provides academic implications by adding literature on the antecedents of people's purchase intentions for healthy instant noodle products. The practical implications, especially for business owners, are shown by helpful information to improve campaigns, promotions, and product sales. Keywords—Consumer behavior; Healthy instant noodles; Marketing management; Purchase intention

Determinants of Interest Purchasing Shallot Seeds of Varieties Thai Nganjuk (Tajuk)

The objective of this research is to analyze the factors influencing consumer interest in purchasing Tajuk variety onion seeds. The factors affecting consumer purchase interest include content marketing through YouTube, risk perception, and consumer trust. The research method employed is quantitative, with a purposive sampling technique used to select 85 respondents. Subsequently, the analysis results indicate that content marketing through YouTube does not significantly influence consumer purchase interest in Tajuk variety onion seeds. Risk perception does not have a significant effect on consumer purchase interest in Tajuk variety onion seeds. However, consumer trust has a significant influence on the purchase interest of Tajuk variety onion seeds. Furthermore, it is expected that content marketing through YouTube will provide development in the marketing of agricultural products, especially red onions, and through digital marketing media. Keyword: Content Marketing; Risk Perception; Consumer Confidence; Buying Interest; Shallot Seeds