Affect Consumer Willingness Research Articles

The Impact of Personalized New Media Advertising on Consumer Purchase Intentions: An Empirical Study Based on the Theory of Planned Behavior

This study explores the impact of personalized new media advertising on consumer purchase intentions within the framework of the Theory of Planned Behavior (TPB). Employing a survey questionnaire and comprehensive data analysis, the research quantitatively assesses the influence of personalized advertising on the TPB constructs: attitudes, subjective norms, and perceived behavioral control. These constructs are measured in terms of their effect on consumers' intentions to make a purchase. Various items can be integrated with the TPB Theory so that the personalized characteristics displayed in advertisements can be accurately grasped. After obtaining data from a random sample of 203 samples, the data from the returned questionnaires were analyzed in this study using SPSS, and the role of statistical techniques played in the analysis of the relationship between different variables. This paper is based on the results of previous studies related to personalized advertising and user purchase intention in new media. The paper also analyzes the relationship between consumer willingness to buy products and TPB in different contexts, focusing on how personalized advertising can play a role between them, whether such constructs can affect consumer willingness to buy in specific contexts, and whether they can play an effective regulatory role. This paper can make more people understand the value of personalized advertising, and the conclusions drawn can provide advice for the development of marketing work, make digital advertising strategies more effective, and play an effective role in stimulating consumers in the digital market.

Understanding Consumer Attitudes Towards Sustainable Business Models—A Qualitative Study with Finnish Consumers

Sustainable business models have been presented in the literature as a way to gain stepwise improvements in environmental impact compared to just selling a product, and many companies have started experimenting with them. However, these models are not yet scaled up across sectors. One of the barriers is understanding how consumers perceive sustainable business models and how much they would be ready to pay products and services from sustainable offerings. To this extent, our study investigated the following research questions: How do consumers perceive the sustainability attributes of novel sustainable business models? How does this affect consumer willingness to pay (WTP) for the offering provided? This study uses a qualitative research approach, conducting online discussions among 44 Finnish consumers. Finland is in focus as it has a top ranking in sustainability country indexes. Through the study, it was found that consumers pay attention to sustainability of the products and services they consume. They are willing to use available information and assess this to make sustainable purchasing decisions. However, they lack trustworthy information and sometimes it is too time-consuming to find the data. When making purchasing decisions, consumers perceive certain positive environmental and social impacts. However, the environmental and social impact of the studied business models did not turn into consumer WTP especially when considering expensive products, or business models with a social impact only. Still, in general, over half of the participants are willing to pay more about responsible produced products.

The Analysis of Willingness to Accept and Willingness to Pay of Farmers and Consumers on Organic Horticultural Commodities Through Android Application-Based Digital Marketplace

Purpose: This study aims to analyze farmers' and consumers' willingness to accept and willingness to pay for organic horticultural commodities through an Android application-based digital marketplace. Theoretical Framework: Parameters in the economic assessment of natural resources and the environment involve how much individuals are willing to pay (WTP) and receive (WTA) Economic valuation methods for natural resources and the environment can be grouped into two types, namely the revealed preference approach and the stated preference approach The implied preference approach includes several techniques, such as the Travel Cost Method, Hedonic Pricing Method, and Averting Cost. On the other hand, the techniques included in the expressed preference approach involve the Contingent Valuation Method (CVM) and Conjoint Analysis. Method: This study was conducted in Semarang and Magelang Regencies, Central Java Province. The number of samples interviewed was 110 respondents spread across the two districts. The number of samples in each district was 55 respondents of producer farmers who are accustomed to growing organic horticulture and at the same time as consumers of organic horticulture. The analysis of users’ WTP and WTA of organic horticulture offered to the respondents. Results: The estimated Result of WTP Parameters of the characteristics of the product offered is one of the factors which can affect consumer willingness to pay (WTP). Consumer backgrounds such as income, number of family members, and education can also affect consumers' WTP of a product. In general, the determining factor for consumers’ WTP to be willing to pay more for organic horticulture through a digital marketplace compared to conventional horticulture is better quality. Conclusions: Consumer preference for organic horticulture is positive because the quality and taste are better than horticulture that has been planted before. Organic horticulture has the opportunity to create a market due to the positive response of producers and consumers as indicated by the WTA and WTP.

Optimal referral rewards for poverty-alleviating products based on the structural equation interpretation

PurposeThe goal of this study is to investigate the mediating effect of referral rewards on consumer willingness to recommend poverty-alleviating products and to identify the most effective referral rewards for incentivizing consumers to recommend poverty-alleviating products.Design/methodology/approachTournament rewards and piece-rate rewards are designed based on the theory of indebtedness, the related literature and the actual background. SPSS 26.0 and AMOS 17.0 are used to analyze the structural equation model.FindingsAccording to the structural equation analysis, the following findings were found: under the tournament reward condition, social image, feelings of indebtedness and perceived reward value negatively affect consumer willingness to recommend. Under the piece-rate reward condition, social image and feelings of indebtedness significantly negatively affect consumer recommendation willingness, while perceived reward value significantly positively affects consumer recommendation willingness. The mean recommendation willingness of the tournament reward group is significantly lower than that of the control group. In contrast, the mean recommendation willingness of the piece-rate rewards group is significantly higher than that of the control group.Originality/valueBased on the study findings, the authors propose that enterprises apply piece-rate rewards to incentivize consumers to recommend poverty-alleviating products when designing such rewards. In this way, the sale of poverty-alleviating products can be improved.

Genetically modified food and consumer risk responsibility: The effect of regulatory design and risk type on cognitive information processing.

The use of agro-biotechnology has raised consumer concerns about environmental, health, socio-economic and ethical risks. This study examines how regulatory policies regarding genetically modified (GM) food production affect consumers’ cognitive information processing, in terms of perceived risk, self-control, and risk responsibility. There is further analysis of whether the effect of policy design is moderated by risk type. Data was generated in a field experiment (n = 547), including four different policy scenario treatments (banned, research and development, import, and full commercialization). The results reveal that policy scenarios where GM food is available on the market are associated with higher levels of perceived risk and lower levels of self-control compared with policies where GM food is banned. There was no evidence of policy scenarios affecting consumer willingness to assign personal risk responsibility. However, among participants who indicated health risks as their main concern, there was an effect from the policy scenario on self-risk responsibility as mediated through perceived risk and self-control. The results suggest that health-conscious consumers tend to attribute less responsibility to themselves in situations where a genetically modified product was commercialized. These findings indicate a need to clarify guideline recommendations for health-related risks associated with foods derived from biotechnology.

Willingness to Pay Analysis of First Fuel in Yogyakarta

This study aims to measure the value of willingness to pay and analyze the factors that affect consumer willingness to pay toward Pertamax fuel. This study's dependent variable is income, number of owned vehicles, the frequency of vehicle use, and product literacy. In this study sample of 100 Pertamax fuel users in Yogyakarta were selected using the Purposive Sampling method. This study using multiple linear regression or Ordinary Least Square (OLS). The results show that the value of consumer willingness to pay toward Pertamax fuel is Rp. 10,545. The factors that influence willingness to pay are income, frequency of vehicle use, and product literacy. These three variables are positive and have a significant influence on consumer willingness to pay toward Pertamaxfuel. While the variable number of the owned vehicle

How Weather, Distance, Flight Time, and Geography Affect Consumer Willingness to Fly in Autonomous Air Taxis

Abstract Background : Many studies have investigated passengers’ willingness to fly (WTF) or ride in autonomous aircrafts and vehicles. With the emergence of urban air mobility, it is important to consider consumer perceptions of autonomous air taxis and passengers’ willingness to fly in various conditions. Therefore, the purpose of this study was to determine what external factors may influence consumers’ willingness to fly on autonomous air taxis in various weather, time conditions, and geographical locations. Methods : Across two studies, 782 participants were presented with a definition of autonomous air taxis, and then, a hypothetical scenario involving an air taxi that included four variables: rain versus no rain (Weather), 5-minute flight versus 30-minute flight (Time), over land or water (Terrain), and over urban or rural terrain (Population Density). Results : The data from the study suggest that both American and Indian passengers were more willing to fly in good weather conditions versus rainy weather, over land versus over water, and on short flights versus longer flights. Conclusions : As urban air mobility becomes more well-known, it is important to understand consumer opinions and educate them on emerging technology. This in turn can aid industries in developing marketing strategies to help increase awareness of new technologies in the future.

Nutrition, hedonic or environmental? The effect of front-of-pack messages on consumers' perception and purchase intention of a novel food product with multiple attributes.

The present study aims to assess the effect of different Front-Of-Pack messages on consumer perception, willingness to buy and willingness to pay for a new food product, with multiple attributes, such as particular nutritional information, sensory characteristics, and a potentially positive environmental impact. Furthermore, this study explores the differences between consumers based on their individual latent traits in order to evaluate how these factors affect the willingness to buy the new product, as well as to outline a profile of target consumers attracted by innovative food products. A consumer survey was conducted on a representative sample of 1250 Italian consumers, using a between-subject design with different Front-Of-Pack messages as stimuli. Messages were related to different attributes: nutrition, environmental impact, hedonic characteristics, and process innovation. Empirical findings show that Front-Of-Pack messages do not directly affect consumer willingness to buy, but they do influence consumer perception of the product. The most effective message is the nutrition one. Consumer willingness to buy is particularly influenced by product perception and by their novelty seeking orientation in consumption. Furthermore, consumers were segmented through hierarchical clustering based on their novelty seeking orientation. The results obtained provide valuable suggestions for the design of new products' labeling and for the outline of the profile of potential target customers for innovative food products.

How Environmental Beliefs Affect Consumer Willingness to Pay for the Greenness Premium of Low-Carbon Agricultural Products in China: Theoretical Model and Survey-based Evidence

The increase in the supply of low-carbon agricultural products is crucial to reduce carbon emissions, but the production of such products incurs additional input costs and thus the crux of the low-carbon agricultural products market development lies in how such cost can be shared in a reasonable manner. The increase of consumer willingness to pay and the premium level that consumers would pay for green products hold the key to address this challenge. For that reason, this paper first constructs a behavioral game model to explore how environmental beliefs would affect consumer willingness to pay for the greenness premium. Then, the paper proceeds with empirical analyses on factors influencing consumer willingness to pay for the greenness premium by using micro-survey data of Chinese consumers when facing the choices of low-carbon rice in the cities of central China. The empirical research suggests that, although the average greenness premium that Chinese consumers are willing to pay for low-carbon agricultural products is low, the greenness premium will be stronger when consumers have higher environmental beliefs. We also find the impacts of environmental beliefs on the willingness to pay as well as the greenness premium levels that consumers are willing to pay for low-carbon agricultural products increase with education attainment and family income, but do not change with age. Findings in this study carry several important policy implications. To encourage green consumption that facilitates green production, the government should devote attempts to promote consumers’ environmental beliefs and also apply differentiated public policy that targeting at different types of consumers.

How Nationality, Weather, Wind, and Distance Affect Consumer Willingness to Fly in Autonomous Airplanes

How Nationality, Weather, Wind, and Distance Affect Consumer Willingness to Fly in Autonomous Airplanes

Singaporean Consumers’ Attitudes to Technology Usage

This research paper assists in understanding the factors affecting adoption of technology among consumers in Singapore, in a healthcare industry. A case study was carried out on a healthcare clinic. The case study and the Technology Acceptance Model (TAM) formed the theoretical framework for testing the factors affecting consumer willingness to adopt the use of technology in healthcare. A random sample of 119 respondents were obtained using an online survey. Correlation and ANOVA were used to analyse the data. Perceived usefulness and Security and Privacy (SP) are the two most critical factors that affects attitudes of adoption greatly. As such, organizations who wishes to use technology should consider these two factors in order to increase their adoption rates. This can be done by educating and informing consumers of all the potential benefits the new system could bring to arouse their perceived usefulness of the new system. Focusing on how the new system is secured will also allow an organization to win the consumer’s attention in wanting to adopt the technology.

Does satisfaction of P2P online transportation affect consumer willingness to purchase their own vehicles?

The discussion about the platform ecosystem in the business model literature has been growing for the past few decades. The firms that operate in this context often disrupt the incumbent businesses through disruptive innovation with a multi-sided platform (MSP) business model, including a peer-to-peer (P2P) sharing economy services. However, there are limited number of studies that explore the disruptive potential of those business models from a consumer behaviour perspective. Therefore, based on the phenomenon of the rapidly growing P2P online transportation in Indonesia, this study analyses the further effects of consumer behaviour changes towards the ownership intention of new private vehicles because of sharing economy usage. The results of the quantitative research approach by using PLS-SEM among 216 P2P online transportation users can conclude that there are significant differences regarding consumer willingness to purchase new vehicles among users who already own private vehicles and those who do not own vehicles.

ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) BERAS CERDAS CV AN – NAHLAH DI KABUPATEN JEMBER

This study was aimed to identify : (1) consumer characteristic related to their willingness to pay for beras cerdas CV An – Nahlah in Jember ; (2) maximum average willingness to pay of beras cerdas CV An – Nahlah consumer in Jember ; (3) factors affecting consumer willingness to pay for beras cerdas CV An – Nahlah in Jember. The method used is analytical descriptive method. Sample taken purposively using incidental sampling technique. The data analyzed using descriptive analysis and multiple linier regression. The study showed that (1) the characteristics of beras cerdas CV An – Nahlah consumer was related to their willingness to pay are; female, has a bachelor degree, include in adult group, married employed, average income Rp 1.500.000 – Rp 3.000.000 monthly their willingness to pay ranged between Rp 17.001 – Rp 21.000 per 800 gram. (2) maximum average consumer willingness to pay is Rp 20.075 per 800 gram. (3) factors influenced consumer willingness to pay are; age, gender, married status, education, job, and monthly income.

What do we know about consumer m-shopping behaviour?

PurposeThe purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention.Design/methodology/approachKeyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research.FindingsDespite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development.Originality/valueThere has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research.

Exploring Advertising Equity: How a Brand's Past Advertising May Affect Consumer Willingness to Approach Its Future Ads

This article introduces “advertising equity” to denote consumers’ cumulative perceptions of the global value of a brand's past advertising. In five empirical studies we show that advertising equity is a distinct facet of brand equity, not fully captured by established measures of brand equity in terms of brand communication effects and brand loyalty. What is more, advertising equity is found to affect consumer willingness to voluntarily approach advertising for a brand. The findings indicate that advertising equity captures an aspect of brand equity which has not yet been studied and that further research to better capture the concept and its effects is warranted. We conclude by discussing potential implications of advertising equity in terms of advertising budgeting and forecasting, pretesting and evaluations of advertising, as well as negotiating media and co-branding partnerships.

Analysis of Consumer Behavior Affecting Consumer Willingness to Buy in 7-Eleven Convenience Store

The emerging of new retail stores in Indonesia has brought new competition to the current market competition. The object of this research is 7-Eleven. This research analyzes the relationship between variables of consumer behavior and willingness to buy. This research is purposed to find the relationship between the consumer behavior variables (cultural factor, social factor, personal factor and psychological factor) to the consumer willingness to buy a product in 7-Eleven convenience store. The scope and limitation of this study rounds in the 7-Eleven convenience store in Jatiwaringin, Jakarta with total samples 110 of 150 population average. Data was analyzed by using quantitative analysis. The interpretation of this research shows that the variables and dimensions of consumer behavior has a relationship with the consumer's willingness to buy a product in 7-Eleven Jatiwaringin, Jakarta, even so, there are some variables that has a relationship but not affecting the willingness to buy significantly. The variables that is mostly affecting the willingness to buy in this research shows that social factors giving more affect more that any variables among the consumer behavior variables. The coefficient of determination (R 2 ) is l 0.405 40.5% of the variation that occurs in the willingness to buy is described by all of the independent variables, cultural factor, social factor, personal factor, psychological factor, while the remaining 100% - 40.5% = 59.5% are explained by other variables which is not described in this research.

Factors Affecting Consumer Willingness to Pay for Certified Traceable Food in Jiangsu Province of China

Using data collected from a survey conducted in Jiangsu Province, China, we study consumer perceptions of and attitudes toward food traceability systems (FTS). Through econometric analysis, we examine the main factors that influence the willingness of consumers to pay a price premium for certified traceable food, as well as the actual premium these consumers are willing to bear. Our results indicate that an overwhelming majority of consumers in China are concerned about food safety, but consumers’ willingness to pay (WTP) a price premium for certified traceable food is limited. Income, education, perception of and attitudes toward FTS, as well as the degree of concern over food safety, have significant effects on the consumer's WTP a price premium for certified traceable food. However, the effects of these factors on the actual premium a consumer is willing to pay are quite different. Conditioned on the consumer being willing to pay a positive price premium, income level and the degree of concern over food safety are the only two factors that have significant effects on the actual premium consumers are willing to pay.À partir de données tirées d’un sondage mené dans la province du Jiangsu, en Chine, nous avons étudié la perception et l’attitude des consommateurs envers les systèmes de traçabilité des aliments. À l’aide d’analyses économétriques, nous avons examiné les principaux facteurs qui influencent le consentement des consommateurs à payer un prix supérieur pour des aliments dont la traçabilité est certifiée ainsi que le prix réel qu’ils sont prêts à payer. Les résultats de notre étude indiquent qu’une très grande majorité de consommateurs en Chine sont préoccupés par la sécurité alimentaire, mais que leur consentement à payer un prix supérieur pour des aliments dont la traçabilité est certifiée est limité. Le revenu, le niveau de scolarité, la perception et l’attitude envers les systèmes de traçabilité, de même que le degré de préoccupation concernant la sécurité alimentaire, ont des effets considérables sur le consentement des consommateurs à payer un prix supérieur pour des aliments dont la traçabilité est certifiée. Toutefois, les effets de ces facteurs sur le prix réel qu’un consommateur est prêt à payer sont très différents. Lorsque des consommateurs consentent à payer un prix supérieur, le niveau de revenu et le degré de préoccupation concernant la sécurité alimentaire sont les deux seuls facteurs qui influencent fortement le prix réel qu’ils sont prêts à payer.

Consumers' Perceptions and Willingness to Pay for Organically Grown Vegetables

Vegetable production plays an important role in food security and provides food and raw materials for industries, income from sales, and employment for small households in urban and peri-urban areas in West Africa. However, some significant health hazards may occur due to misuse of chemicals pesticides applied during vegetable production. Reducing health risks by developing alternatives to synthetic pesticides may be beneficial for consumers and producers. This study assesses the potential market for organically grown vegetables and analyzes consumer awareness and perceptions of synthetic pesticide residues in vegetables. Price levels that consumers are willing to pay for chemical-free vegetable products were evaluated. A hedonic-pricing model (preferences choice) was used to identify determinants of consumer willingness to pay for organically grown vegetables. Data were collected with a questionnaire on consumer perceptions of produce quality problems, awareness of pesticide use on vegetables, and willingness to pay for synthetic pesticide free vegetables. Consumers were aware of heavy use of synthetic pesticides on vegetables. Consumer preferences for quality vegetables included damage free, freshness, size, color, and firmness. Consumers were willing to pay a premium of more than 50% for synthetic pesticide-free vegetables. The most likely factors affecting consumer willingness to pay for organically grown vegetables were awareness of chemical residues and health risks, damage free, reliable availability of products, taste, and income level. There is a potential demand for synthetic pesticide-free vegetables.

Do native and invasive labels affect consumer willingness to pay for plants? Evidence from experimental auctions

AbstractOrnamental plant sales have been identified as an important vector for the introduction of invasive plants. Increased concerns about the economic and ecological costs of invasive plants have spawned interest in identifying strategies to curtail introductions. One possible strategy is labeling plants based on whether they are invasive or native. The primary purpose of this paper was to explore how labeling plants based on invasive and native attributes might affect consumer demand. To accomplish this objective, a second price auction was used to elicit the willingness to pay (WTP) for plants with and without labels. On average, we found a $0.35 premium for plants labeled as noninvasive and native and a $1.01 to $1.66 discount for plants labeled as invasive. The size of these premiums and discounts differed in relation to various demographic, attitudinal, and preference‐related factors. Overall, our results suggest that labeling plants as invasive or native could be a viable strategy for reducing the introduction of invasive plants.

Privacy on the Web: an Examination of User Concerns, Technology, and Implications for Business Organizations and Individuals

Individual privacy concerns significantly affect consumer willingness to engage in electronic commerce over the Internet. This article explores privacy concerns associated with the implementation of new information technology and introduces a new concept termed the “information technology privacy cycle.” This article also examines individual privacy on the Web, including technologies employed for collecting and protecting information on the Web, and the success of legal and technical remedies. Also assessed is the future potential of technology-based solutions through a focused examination of the Platform for Privacy Preferences as well as a discussion of the practical and theoretical implications for business organizations and individuals.