Affect Consumer Behavior Research Articles

Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia?

Shopee is the largest e-commerce platform in Southeast Asia, continued to grow in Shopee users during the covid-19 outbreak. The Shopee platform not only facilitates consumers to purchase essential items during the pandemic, but it also assists sellers in showcasing their products and ultimately achieving online shopping success after offline stores were forced to close. Shopee provides a simple and convenient interface for customers to have a better online shopping experience. This study aims to examine how Shopee as an enormous e-commerce platform affects consumer behavior during the Covid-19 pandemic in Malaysia. A total of 100 Shopee users from Malaysia participated in this survey. The data is collected through an online questionnaire survey. The findings depicted that perceived usefulness is the most factor affected consumer behavior. Interestingly, we discovered that perceived price did not significantly influence consumer behavior. The findings provide new insights into user perceptions of Shopee and contribute to consumer behavior. Keywords: Consumer behavior, COVID-19, E-commerce, Malaysia, Perceptions, Shopee

The effect of meat-shaming on meat eaters’ emotions and intentions to adapt behavior

Eating meat can have detrimental effects on the environment, animal welfare, and a person’s health. However, consumers are often reluctant to reduce their meat consumption and public information-based awareness campaigns show little effect. As an alternative, some vegan activists and pressure groups employ emotion-based campaigns using meat-shaming techniques in the hope to change people’s meat consumption behavior. By publicly and often drastically criticizing consumers, they try to make them experience negative emotions and ultimately change their behavior. In three experimental studies, we explore whether a confrontational approach of putting meat-shaming messages on products is likely to affect consumer behavior. Specifically, we find that meat-shaming messages trigger shame but also other negative emotions that translate into reduced purchase intentions. The content of the message largely determines the different emotions that are evoked. The messages can activate both restore and protect motivations, either stimulating or hindering behavioral change. Interestingly, it does not seem to matter whether the meat-shaming message stems from a governmental organization, activist group, or private person and whether it is framed with a personal or informational appeal. If the source looks credible, the message influences consumer experience and behavioral intentions.

The version effect of apps and operating systems in mobile commerce

Different versions of mobile operating systems or shopping apps enable different functionalities and information flows, thus creating various mobile shopping environments. In general, up‐to‐date versions provide better information flows and richer functionalities. However, mobile operating systems and shopping apps affect consumer behavior through different mechanisms. An up‐to‐date mobile operating system reduces the system response time, while an up‐to‐date shopping app improves algorithms for better search accuracy. The former encourages consumer explore and search, whereas the latter improves consumer search efficiency and reduces chances for consumers to discover more products. Using a unique large‐scale clickstream data set from a mobile commerce retailer, we examine the effect of mobile operating system and app versions on consumer search and impulse purchase behaviors in mobile commerce. Our results show that consumers with an up‐to‐date mobile operating system or a previous version of a shopping app conduct more searches in terms of increased product page views and time spent on product pages, which results in a higher probability of consumer impulse purchase. However, consumers' search for individual products is not affected by versions. Surprisingly, though more page views or time spent may boost purchases, we find that consumer search affects impulse purchases nonlinearly in that page views and time spent have a decreasing rate of impact. Our computations show that using an up‐to‐date operating system increases consumer search activities by 60.45 product pages or 521.30 seconds spent browsing compared to using a previous version of an operation system. Using an up‐to‐date app decreases consumer search activities by 129.34 product pages or 1446.48 seconds spent browsing compared to using a previous version of a mobile app.

Fashion Consumption of Naturally Dyed Products: A Cross-Cultural Study of the Consumption of Blue-Dyed Apparel Between China and Japan

Abstract To compare the different motivation, intention and behaviour between Chinese and Japanese consumers in naturally dyed fashion consumption we collected 301 Chinese samples and 302 Japanese samples and used a structural equation model (SEM) to analyse the consumption behaviour of naturally dyed apparel based on the planned behaviour theory (TPB) and cross-cultural sustainable consumption framework (CCSC). The results indicate that attitude, social norms and perceived behaviour control (PBC) impact naturally dyed fashion consumption intention and behaviour. Among these relations, intention has a controlling influence on the relationship between subjective factors and actual consumption behaviour. PBC directly affects consumer behaviour. Moreover, the belief system and material source have a significant influence on all TPB constructs, wherein material source has more influence. Comparing China and Japan, attitude has a stronger impact on intention for Chinese than Japanese, but PBC influences Japanese intention more. Theoretically, this paper analyses the factors forming the difference in the strength of the TPB model from a cross-cultural perspective. The differences in Chinese and Japanese consumption behaviours also offer practical insights for the industrial development of natural dyeing.

Driving mechanism of consumer migration behavior under the COVID-19 pandemic.

China is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies. This paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses. The results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention. The COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.

CUSTOMER LOYALTY MANAGEMENT IN A MODERN DIGITAL ENVIRONMENT

The article has carried out the importance of consumer loyalty, the factors that influence it, and the main current emphases of loyalty management in the modern digital environment. Factors that affected consumer behavior in terms of loyalty have been highlighted, i.e. the change in the structure of consumption, ongoing processes of digitalization, consumer lifestyle changes, and values change of consumers. The present-day emphases on approaches to loyalty management are investigated. The first one concerns personalization based on consumer value orientation and engagement. The second one concerns the means of their implementation that are embodied in the digital environment via omnichannel marketing, which involves creating a seamless experience of switching between channels. The content of the loyalty program and its means of implementation can be treated as the main elements of "input" in the loyal business model.

Contemporary Consumer Trends

Abstract The spread of the use of the Internet in economic and social life has undeniably contributed to the development of the digital economy. Thus, it is hard to imagine that it won’t affect consumer behavior. The primary purpose of this study is to identify current trends shaping consumer behavior. This goal was achieved primarily through a critical analysis of the literature on the subject and social phenomena. For at least the past several decades, consumerism has been a particularly important phenomenon in developed countries. In opposition to consumerism stands another trend that has been experiencing a worldwide renaissance since the 1960s—that is, minimalism. One of the important trends described in the study is the virtualization of consumption. However, the text also highlights groups of consumers who are much slower to adapt to the use of modern tools, namely the digitally excluded. An attempt was also made to characterize minimalism. Its philosophical origins are indicated, and some contemporary scientific findings are presented, the results of which may have strong relevance to business practice.

Factors Affecting Consumer Behaviour for Luxury Brands in India: An Empirical Study

Factors Affecting Consumer Behaviour for Luxury Brands in India: An Empirical Study

Predicting Online Shopping Intention: the Theory of Planned Behavior and Live E-Commerce

With the development of new media technology, some new changes have been brought to traditional shopping. In this environment, live streaming e-commerce has been loved by online consumers. We adopted the theory of planned behavior (TPB), perceived interactivity and perceived utilitarian value as the theoretical basis for research. In the part of data collection, we surveyed 600 Chinese online consumers, the results showed that attitude, subjective norms, perceived behavior control, perceived interactivity and perceived utilitarian value significantly affected consumer behavior intention. The article also discussed the practice and theoretical contributions for live streaming e-commerce.

Foundations of consumer engagement with social media influencers

This article is a systematic review of recent and relevant journal articles on consumer engagement with social media influencers using the PRISMA protocol. The review in this article reveals several noteworthy findings pertaining to the factors (antecedents) influencing consumer engagement with social media influencers who subsequently affect consumer behaviour toward the brands promoted and used by social media influencers (outcomes). In terms of antecedents, this article finds that consumers may engage with social media influencers due to: 1) brand-related reasons such as brand placement; 2) influencer-related reasons such as attractiveness, authenticity, content, credibility, endorsement, expertise, opinion leadership, originality, relatability, and trustworthiness of the influencer; 3) social-related reasons such as social influence and word-of-mouth. In terms of consumer engagement, this article finds that consumers engage with social media influencers in four ways, namely clicking, commenting, liking, and sharing the posts of social media influencers. In terms of outcomes, this article finds that consumers' engagement with social media influencers can influence their attitude, awareness, credibility perception, loyalty, purchase intention, relationship, responses and trust toward brands. Implications and future research directions conclude this article.

Splurging After Reaching Your Goal: How and When a Used (vs. Unused) Account Affects Consumption Behavior?

Splurging After Reaching Your Goal: How and When a Used (vs. Unused) Account Affects Consumption Behavior?

Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria

The devastating effect of obesity on humanity transcends race, regional barriers and national developmental status. This has become a global dilemma; as nations figures-out better ways of ensuring safe consumption pattern amongst all age brackets. The situation has become very complex due to the expanding effect of non-regulated social media ads on availability of all forms of eatable items in all facets of human endeavour. The aim of this research is to evaluate the pernicious effect of social media ads hype on obesity increase amongst adolescents and adults in in three (3) selected districts in Akwa Ibom State, Nigeria. The underlying issues to be unravelled by this study includes: the prevailing effect of un-regulated social network activities, the changing urban lifestyle of obese persons and the increased availability of low cost processed foods occasioned by global competitiveness and economic liberalization. The study covered a period of four years (2017-2021) by selecting medical centres from each of the three districts under study in which, relevant information was obtained to affirm obese person; We observed a steady annual percentage increase of (2018-2019 -20%, 2019 – 2020- 37% and 2020 -2021 – 32%), based om average Body Mass Index(BMI) of each individual that is above 30kg/m2. The conceptual framework adopted for the study is a combination of how social interaction affect consumption behavior through the interchange between; Personal consumption decision, interpersonal consumption decision, institutional influence on consumption pattern, neighborhood influence, and health regulatory processes/procedures. The study adopted descriptive research technique whereby questionnaires were administered to identify respondents, and comprehensive interviews were also conducted to obtain detail facts from respondents on areas that was not fully covered by the questionnaire, based on Systematic review of literature. The outcome revealed a significance interrelationship between the variables of the construct. The outcome of the study revealed an interrelationship between social media ads on food items and obesity amongst adolescence and adults in study area. The implication of the study, creates a pathway for future research to expand the age bracket to include children, and encourage health regulatory authorities to step up the process of control on unwholesome food advertising. The study recommended a policy framework that will regulate social food item to mitigate the health effect of obesity amongst the categories of persons under study.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study investigates the path that leads materialists to purchase foreign products online. The study finds materialism's effects as bandwagon luxury consumption behaviour and perceived brand globalness. It also shows how consumer innovation affects consumer behaviour between bandwagon luxury consumption and inclination to purchase foreign luxury goods online. An online cross-sectional survey was utilized to collect data from 210 respondents who bought luxury goods from abroad in Pakistan. The findings demonstrate that Bandwagon luxury consumption patterns and brand-perceived globalness have a significant positive relationship with materialism and intention to purchase foreign luxury goods online and that Bandwagon luxury consumption patterns positively mediate this relationship. Consumer innovation significantly moderates the relationship between bandwagon luxury consumption and the propensity to purchase foreign luxury goods online. This study will be beneficial for foreign brand marketers interested in targeting Pakistani consumers through various channels and identifying bandwagon behaviour among Pakistanis

Social Media and Purchase Habits of Consumers

This research focused on social media’s impact on purchasing decisions in the Lalitpur district. Through the convenience sample, two-hundred responses were obtained through five-point Likert-type questionnaires. Based on descriptive statistics, correlation analysis, and regression analysis, Consumers’ actions were shown to be significantly and positively correlated with the degree to which they trusted content shared on social media platforms. However, perceived risk was found to have a negative and significant relationship with consumer behavior. In addition, the perceived value was found to have a significant positive association with consumer behavior. The regression analysis showed that trust in social media and perceived value significantly affect consumer behavior. At the same time, perceived risk was found to have a significant adverse effect on consumer behavior. This study concluded that the impact of social media has a significant effect on consumer behavior in Lalitpur District.

Impact of Digital Marketing on Consumer Behavior in Pokhara

In this era of digitization, where everything is just a click away from us, marketing has evolved a lot. With the increased use of technology, smartphones, the producers of goods, can now reach consumers all over the globe. Thus, reaching out to consumers through the internet is digital marketing. Digital marketing, therefore, has an incredible influence on people’s interaction, work, purchases, and life habits. It is cost-effective too on the parts of the sellers and buyers. Thus, the present study examines the effectiveness and impact of digital marketing on the consumers’ behaviour in Pokhara city. The questionnaires were administered based on the purposive sampling method and obtained data from the respondents in Pokhara city. One hundred and seventy-two questionnaires were distributed, and 150 available samples were collected, except incomplete questionnaires, resulting in a response rate of 87.2 percent for all who chose to participate. Findings indicate that e-mail has a profoundly negative influence on consumer behaviour. Mobile, as a digital marketing channel, harms consumer behaviour. Social media marketing, SEO, and SEM affect consumer behaviour. Social media marketing is the most influential variable in consumer behaviour. We notice that the most significant effect on the consumer decision is in the evaluation state. This can be due to the social media marketing and the SEO and SEM channel directed to the consumer who has already been searching for the product.

A Literature Review on Awareness and Factors of Consumers Behaviour Towards ‎Crowdfunding

Crowdfunding, which has made it possible for individuals to directly support others who need financial assistance in an emergency, has changed the landscape of traditional fundraising in recent years. This has helped to break down barriers and fuel the rising trend of individual giving. The aim of this research is to identify the awareness and factors that affect consumer behavior towards crowdfunding. This study explores the awareness and different possible factors that affect consumer behavior towards crowdfunding. The methodology used in this research is based on previous studies conducted on consumer behaviors, awareness, and attitudes towards crowdfunding. Findings show more awareness among consumers towards donation and reward-based crowdfunding. This research suggests that crowdfunding websites should be redesigned to prevent online fraud and corruption in order to encourage consumer engagement.

A Research on Food Safety in Turkey after the Covid-19 Pandemic

The aim of the study is to investigate the food safety perception of consumers during and after the covid 19 pandemic. Surveys were administered to a total of 1000 people from all regions of Turkey via the internet. The survey data were defined as frequency and percentage, and analyzed by nonparametric test methods for dependent and independent groups. As a result of the analysis, it has been determined that the knowledge and awareness levels of consumers about food safety are generally high, and that there are significant differences according to education, age and region. It was observed that the participants did not differ much between their food preferences before and during COVID-19, but they were more careful about health and packaging safety. In other words, the anxiety level of the participants increased during COVID-19. In addition, it was found that with the increasing of education level and age, the awareness and knowledge of the food preferences of the participants also increased. As another factor affecting consumer behavior, the result of the anxiety level measurement that can be evaluated within the scope of perceived risk, it was determined that 76.4% of the participants would prefer more packaged food products during and during the pandemic period. The results of the study support that consumers' preferences in situations of uncertainty are shaped according to their risk perceptions and there is an increase in their anxiety levels.

Virtual Store Experience: Will it increase the intention to visit the physical store or make a purchase?

Covid-19 affected consumer behavior, especially in the first year. Expectations and consumer habits in grocery shopping are switched over. Government regulations limit our outside activities caused consumer demand for omnichannel shopping experience or online and offline shopping availability at once (Economist, 2021). A physical store is still an option for a multichannel company and will give a unique value to the brand (Bella, 2019). The consumer will be more pleased to evaluate online stores after having experience from a physical store (Baek, 2020). Physical stores and online stores are complementary (Fornari, 2016). To persuade the consumer to come to a physical store, many retail players have tried to implement a virtual tour experience since it enables the consumer to experience a certain store or place without having to visit it physically. The virtual tour uses a computer to present a virtual environment with 360degree media, online media, and virtual reality tech without the need to attend physically. As part of the brand experience, virtual tours influence brand equity and increase visit intention (Baek, 2020). Positive experience with store brands also influences purchase intention (Diallo, 2017). The higher the brand equity, the higher motivation, preference, and desire to purchase (Pappu, 2005).

Late Shelf Life Saturation of Golden Delicious Apple Parameters: TSS, Weight, and Colorimetry

This work aims to estimate the shelf life of Golden Delicious apple fruit stored at room temperature by determining the changing trend in color every week using a non-destructive measurement method. Moreover, the study will measure the changes in weight loss (Δm) and the total soluble solids (TSS) contained in the apple. The research focuses on the last stage of ripening and the effect of shelf life affecting consumer behavior; therefore, the examined fruits were picked at the end of the season and were stored at an ambient temperature and in controlled laboratory conditions for six weeks, at 24 °C under 60% RH relative. Color measurements were performed with a portable color sensor, which provided a simple and effective examination method in the case of an appropriate number of fruit samples. The findings showed a significant increase in TSS and weight loss over time. Color varying (ΔE) and chroma (C*) parameters increased with prolonged storage duration, meaning that the color of the apples became darker and more color-saturated at the end of storage. While weight loss and TSS follow a linear tendency in the given storage period, the color changes in deteriorating fruits were characterized by exponential asymptotic regression. It was found that although the moisture content reaches its limit value during the drying process of apples, the saturation of color coordinates allows for determination of the limit parameters of consumption in the linear stage of weight loss. The saturation limits (70.97; 12.77; 56.34 CIELAB L*; a*; b*), the dominant color part (b*), and the growth rate of the saturation curves allow an accurate characterization of ripening from the visual aspect, thus determining the limit parameters of shelf life and improving the critical analysis factors affecting the life of fruits after harvest. By assessing color characteristics using a non-destructive technology, customers may quickly evaluate the quality of apples and make better decisions during their purchase.

A Study of Consumer Behaviour on Purchase Intention towards McDonald’s in Malaysia

McDonald's has more than 36,000 restaurants worldwide and also is the world's leading quick service restaurant chain. In the international fast-food business, McDonald's has a strong vision of providing the finest fast-service eating experience. The objective of this research is to survey determinants which affect consumer behaviour on purchase intention towards McDonald’s in Malaysia. We would like to do a survey whether service quality, pricing, product quality and location preference are determinants of affecting consumer behaviour on purchase intention toward McDonald’s. Various sources including an online survey were used to obtain the primary and secondary data for this investigation. A total of 150 loyal customers of McDonald's will participate in the online survey via Google Forms. We tested the hypothesis using SPSS software. This study indicated that service quality, pricing, product quality and location preferences are significant determinants of affecting purchase intention towards McDonald’s. This research provides new insights, and recommendations are presented. Keywords: Location preferences, Purchase intention, Pricing, Product Quality, Service Quality