Affect Purchase Intention Research Articles

The influence of informative and normative features of social e-commerce UGC on consumers’ purchase intention: the moderating effect of persuasive resistance

ABSTRACT UGC refers to information posted online by users that can influence other consumers’ purchasing decisions. With the growth of the Internet, marketers’ reliance on UGC has increased. This study aims to explain how the informational and normative features of UGC affect consumers’ purchase intentions, and also investigates the mediating role of perceived value in the relationship between informational features and purchase intentions and the moderating role of persuasion resistance. In this paper, questionnaire data from 352 social e-commerce users was collected for the empirical study, and for data analysis and testing hypotheses, SPSS and Smart PLS were employed. In addition, the data of 4,724 reviews of 286 notes on Little Red Book's La Mer magic face cream were analyzed by Python to quantify the variables with real review data, and hypotheses 1 and 2 were repeatedly tested. The results show that in the central path, informative features (diversity and relevance) indirectly affect purchase intention through perceived value. This indicates that providing rich and relevant User Generated Content (UGC) is an important strategy to enhance consumer purchase intent. Persuasive resistance plays a negative role in regulating perceived value and purchase intention, it underscores the importance of maintaining the authenticity and neutrality of information to reduce the negative impact of persuasion resistance on purchase intentions. In the marginal path, normative features (the publisher's professionalism) positively affect purchasing intention. Therefore, emphasis should be placed on enhancing the professionalism of content creators to increase consumer trust, thereby promoting purchase behaviour. Finally, according to the research results, this paper proposes countermeasures on how to promote consumers’ purchase intention from both enterprises and platforms.

The Evolving Marketing Mix in the Digital Age and Customer Mix: How Does It Affect Purchase Intention?

The era of technological disruption in the 21st century is increasingly challenging the traditional 4P marketing mix concept to evolve to facilitate the creation of hybrid communication and services in the digital environment. This study aims to explore the causality predictive model between the evolution of the 4P marketing mix model and the customer mix considered in the modern business landscape of the digital age, by analyzing how it affects the purchase intention?, the mediating effect of the customer mix is examined. Quantitative research with a survey type is developed in predictive causality modeling, relying on the power of prediction. The statistical analysis applied Partial Least Squares-Structural Equation Modelling 4 (PLS-SEM4). The survey was conducted to 89 selected respondents with a purposive sampling technique approach. The findings of the study show that the evolution of the 4P marketing mix positively and significantly has a direct and indirect effect on purchase intention. The customer mix has a positive and significant effect on purchase intention. The customer mix has a positive mediating effect with moderate predictive power. These findings can fill the gap and expand the recognition that the evolution of the 4P marketing mix that is aligned with technological developments has relevance to the modern business landscape based on digital platforms. The evolution of the 4P marketing mix in the digital age, which integrates the customer mix as an important mediator in customer-centric platform-based business operations, plays a major role in attracting purchase intention.

The effect of airline ticket blind box design on consumer’s impulsive purchase intention: the perspective of expectation confirmation theory

ABSTRACT This study investigates the impact of airline ticket blind box design features on consumers’ impulsive purchase intentions. It examines the roles of uncertainty and autonomy within the framework of expectation confirmation theory. The research employs two scenario-based experiments to analyse consumer behaviour. The findings reveal that uncertainty negatively affects purchase intention, whereas autonomy exerts a positive influence. Expectation confirmation is identified as a mediator in the relationships between these design features and purchase intentions. These insights contribute to the understanding of gamified marketing strategies in the tourism industry. The study offers practical recommendations for improving blind box designs to enhance consumer engagement and satisfaction.

Avatars at the forefront: how collaboration types influence purchase intention

ABSTRACT Avatar staff are becoming increasingly pervasive in the online service industry. However, the contribution of collaboration between avatar staff and other service providers in influencing consumer purchasing decisions has received minimal focus. This study addresses this gap by employing a comprehensive experimental framework. Grounded in the means-end chain theory, we explore three types of avatar-involved service provider collaborations (human and avatar, artificial intelligence and avatar, and avatar and avatar) and two communication styles (task-oriented vs. social-oriented), assessing their combined impacts on consumer purchase intention. This study reveals considerable differences in source credibility (i.e. attractiveness, expertise, and trustworthiness) across various service provider collaborations, which, in turn, considerably affect purchase intention. Meanwhile, social-oriented communication moderates the contrasts in source credibility and purchase intention compared to task-oriented communication style, offering vital strategies for successfully integrating avatar employees into service provider collaborations.

Analysis of Green Marketing Mix and the Purchase Intention of Environmentally Friendly Products

The study aims to analyze the effect of green marketing on the purchase intention of environmentally friendly products. The variables used are green product, green price, green place, green promotion, and purchase intention. This research uses quantitative methods. The data collection method was a questionnaire distributed to 132 respondents who knew about environmentally friendly products. The analytical method used is multiple regression analysis. The results of this research show that green products, green prices, and green promotions have a positive effect on purchase intention. Meanwhile, green places do not positively influence purchase intention. Green places do not affect purchase intention because the location or distribution of environmentally friendly products is not a consideration for potential buyers. Several factors may have caused the green place not positively to affect purchase intention. However, researchers have not examined this; it is hoped that future researchers can examine the phenomenon of green places not positively affecting purchase intention.

Green marketing and sustainable consumer behavior in Jordan: Advancing SDGs through localized strategies and environmental awareness

This study focused on the investigation of the green marketing influence on sustainable customer behavior by looking at how it can affect purchase intention, customer loyalty and brand reputation regarding problems such as water scarcity and limited natural resources in Jordan. The study conducted a questionnaire on 672 Jordanian consumers to assess environmental consciousness in relation to their attitudes toward localized green marketing strategies, focusing more on the moderating influence of product pricing and cultural values. Green marketing significantly predisposes the intention to buy and brand loyalty. Conversely, high product price is a prohibitive factor for the adoption of green products. Consumers across higher education and income strata are more receptive to green products. Cultural values and environments amplify the effectiveness of this green marketing. Local market-oriented green marketing strategies dealing with specific environmental challenges and socio-economic factors are supportive of sustainable consumer behavior. Attention is given to these two main priorities increasing affordability and cultural alignment to overcome such barriers. Businesses and policymakers can use these insights to craft effective green marketing strategies. Subsidies, cost cuts, and culturally aligned campaigns can enhance consumer engagement and sustainability in Jordan.

Credibility Counts: The Impact of Social Media Influencers on Healthy and Nutritious Food Purchase Intention in Sri Lanka

The study aims to examine the influence of social media influencers' credibility spe-cifically expertise, trustworthiness, and attractiveness on consumers' purchase inten-tions of healthy and nutritious food in Sri Lanka. As non-communicable diseases con-tinue to rise, understanding how influencers can effectively promote healthier eating choices is critical for marketers and public health professionals. A cross-sectional sur-vey was administered to 385 social media users, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research is grounded in Oha-nian’s Source Credibility Model, which explores how the credibility dimensions of in-fluencers impact consumers’ purchase intention. The results demonstrate that all three dimensions of influencer credibility significantly affect purchase intentions, with at-tractiveness exerting the greatest influence, followed by trustworthiness and expertise. This highlights the pivotal role influencers play in shaping consumer preferences, par-ticularly in the health and wellness sectors. This study adds to the limited research on the role of influencer marketing in developing markets, specifically Sri Lanka. It offers actionable insights for brands and public health campaigns, emphasizing the im-portance of leveraging credible influencers to encourage healthier consumer habits. The study also opens avenues for future research, including the examination of influ-encer credibility across different industries and the long-term effects of influencer mar-keting on consumer behavior.

Perceived blockchain-related information transparency and organic food purchase intention: an extension of the theory of planned behaviour with the moderation role of blockchain-based trust

PurposeThe current study aims to investigate the impact of perceived blockchain-related information transparency on consumers’ intention to purchase organic food. This study examines how perceived blockchain- related information transparency, directly and indirectly, affects purchase intentions through attitudes, perceived behavioural control and subjective norms. Additionally, the study explores how blockchain-based trust moderates the influence of perceived blockchain-related information transparency on these factors and the intention to purchase organic food.Design/methodology/approachBased on the theory of planned behaviour framework and a sample of 5,326 consumers, this study uses partial least squares structural equation modelling to test the research model.FindingsThis study finds that perceived blockchain-related information transparency directly enhances consumers’ attitudes towards organic food purchase, perceived behavioural control, subjective norms and intention to purchase organic food. Additionally, perceived blockchain-related information transparency indirectly affects consumers’ intention to buy organic food through three antecedents of the theory of planned behaviour model. Notably, these indirect effects were moderated by consumers’ blockchain-based trust.Practical implicationsThis study provides recommendations for leveraging blockchain to enhance transparency and build trust, which could boost consumer engagement and organic food purchases.Originality/valueThis research contributes to blockchain literature by empirically examining the role of perceived blockchain-related transparency and blockchain-based trust in consumers’ purchasing decisions regarding organic food. It provides valuable insights into the consumer-centric benefits of blockchain technology. Furthermore, this study also contributes to the literature on organic food, particularly its promotion through blockchain technology.

Actual Purchase on Live Streaming TikTok Shop: The Influence of Trust, Flow Experience, and IT Affordance

The use of live streaming technology has transcended its marketing function, evolving into a platform for fostering deeper interactions between sellers and consumers. The accessibility of technology, trust, and the flow experience play crucial roles in facilitating transactions within the context of live streaming commerce. These factors influence consumer desire to make purchases and ultimately drive actual purchases. This research aims to investigate the influence of these factors on purchase intention and actual purchases within the context of live streaming commerce services in Indonesia. The data analysis method employed is SEM-PLS, with TikTok as the research subject. TikTok, through its TikTok Shop platform, has become one of the primary choices for live streaming commerce services in Indonesia, with 6 million users as sellers and 7 million users as affiliates. The results of this study show that visibility affordance, metavoicing affordance, and guidance shopping affordance can affect purchase intention which in turn affects actual purchases by customers through trust in seller, trust in platform, and immersion. This research not only provides valuable insights for practitioners and sellers in the field of live streaming commerce, but also provides a foundation for the development of technology platforms that meet market needs.

Research on Consumer Buying Behavior When Watching Livestreams on Digital Technology Platforms in Vietnam

This study provides a comprehensive analysis of consumer purchasing behavior during livestream sales on digital technology platforms, focusing on psychological and technological factors influencing buying decisions. Using Structural Equation Modeling (SEM), the research identifies key relationships between consumer attitudes, trust, perceived behavioral control, subjective norms, and purchase intentions. The findings reveal that consumer attitudes towards livestream sales positively impact purchase intentions, with perceived usefulness, ease of use, and perceived behavioral control contributing significantly to positive attitudes. Conversely, perceived risk does not significantly affect attitudes, indicating its limited role in livestream contexts. Consumer trust also positively affects purchase intentions, influenced by perceived risk, livestreamer reputation, and subjective norms. Purchase intention is a critical predictor of actual buying behavior. The study highlights practical implications for businesses and livestreamers, including improving livestream quality, enhancing user experience, and building consumer trust. Recommendations are provided for both businesses and consumers to optimize livestream sales strategies. The study also outlines limitations, such as the sample size and geographic focus, and suggests future research directions to broaden the understanding of livestream purchasing behavior.

The Impact of Community E-Commerce on Customer Purchase Intentions: An Analysis Based On S-O-R Model

This study examines the impact of community based digital platform on customer buying decisions through the Stimulus Organism Response (S-O-R) model. The S-O-R model provides a comprehensive frame work of examining whether external stimuli (S) affecting the internal mental state (O), which ultimately affects purchase intentions (R) in various ways. Including surveys and in-depth interviews. Our study research into the ecommerce community shows that positive social interactions and high-quality content significantly increase trust and perceived value. Thus, study found the factors increasing customers purchasing intentions.

The Long-Term Effectiveness of Live Streaming Marketing: Analysing Factors Affecting Purchase Intention and Customer Loyalty

The Long-Term Effectiveness of Live Streaming Marketing: Analysing Factors Affecting Purchase Intention and Customer Loyalty

The Impact of User-Generated Content on Brand Attitude and Purchase Intention in the Foreign-owned catering brand Domino’s Pizza in China

This study explores the impact of User-Generated Content (UGC) on brand attitude and purchase intention for the foreign-owned catering brand Domino’s Pizza in China. Based on four key UGC variables—usefulness, enjoyment, credibility, and interactivity—the research constructs a model through literature review and questionnaire analysis. The results indicate that usefulness and credibility significantly positively influence brand attitude, while interactivity and enjoyment show no significant impact. Brand attitude, in turn, significantly positively affects purchase intention. Additionally, using netnographic methods, the study examines the forms, content, and consumer engagement behaviors related to UGC on the social media platform "Xiaohongshu" (Red). It finds that UGC is predominantly presented as a combination of text and images, with content focusing on product recommendations, reviews, and promotional information. Consumers tend to trust UGC more than corporate advertisements, as this trust stems from the authenticity and non-commercial nature of UGC creators. The study recommends that companies emphasize the authenticity and usefulness of UGC, enhance brand awareness through high-quality content and active engagement, and ultimately boost purchase intentions.

Can Digitally Displayed Product Packaging Evoke Emotions? A Neuromarketing Study

The appealing design elements on the packaging are the key to capturing consumers' attention toward the product. Many methods can be used to study packaging design features that attract consumer attention and influence purchase behavior. Neuromarketing is a method that has gained attention in the marketing field. This research involves the design of natural skincare product packaging using neuromarketing eye-tracker and EEG techniques, which can capture visual attention and influence consumer purchase intention through emotional variables and visual-haptic perception. In addition, this study will also test different types of design elements, including shape, texture, layout, and eco-label. The research results indicate that texture and eco-label factors significantly differ in participants' visual attention. Heatmap analysis shows general information on the label, including brand, benefits, function, content, product volume, and eco-label, arranged in symmetric and asymmetric layouts, which can attract participants' attention to read or pay attention to the displayed information on the product. The EGG analysis results, represented through beta and gamma waves, show differences in emotional responses when different stimuli are presented. Spearman Rank correlation results show a positive correlation between visual attention to designs with glossy based on EEG indicators. The results of the research model tested using regression techniques indicate a significant influence between packaging features and purchase intention mediated by visual-haptic perception and emotion variables. The result of this research using the combination of neuromarketing and questionnaires shows that packaging features mediated by visual-haptic perception and emotion variables significantly affect purchase intention.

Factors Influencing Purchase Intention on Cake Product: Facebook Commerce Perspective

This research examines the variables affecting consumers’ intention to purchase cakes through the Facebook commerce platform. The study aims to identify factors that influence online consumer behavior in the cake market, focusing on Facebook as a primary e-commerce platform. By analyzing these factors, the research seeks to provide insights into the role of social media in shaping consumer purchasing decisions. Data were collected from 331 respondents through an online survey, providing a diverse and representative sample. The data were analyzed using descriptive analysis to identify trends, factor analysis to uncover underlying dimensions of the variables, and coefficient correlation to assess relationships between these factors and purchase intentions. This methodological approach ensures a comprehensive analysis of consumer behavior in Facebook commerce. The study indicates that performance expectancy, price value, habit, and trust positively influence consumers’ online purchase intentions. These factors enhance consumers’ confidence and willingness to buy cakes through Facebook. However, effort expectancy, facilitating conditions, social influence, and hedonic motivation do not significantly affect purchase intentions in this context, suggesting these factors may be less relevant for cake products on Facebook commerce platforms. These findings contribute to the body of knowledge on consumer behavior in social commerce, especially in Facebook-based e-commerce. They offer valuable theoretical insights into the factors influencing purchasing decisions and provide practical implications for marketers looking to optimize their online presence. By focusing on performance expectancy, price value, habit, and trust, businesses can tailor strategies to meet consumer expectations and increase purchase intentions. This study is one of the few that examines factors influencing consumer purchase intentions towards cake products through Facebook commerce. Its findings contribute to both practical and theoretical knowledge, providing unique insights into social media, consumer behavior, and e-commerce in the cake industry.

UNRAVELING PURCHASE INTENTIONS: THE INTERPLAY OF COGNITIVE DISSONANCE, SELLER REPUTATION, AND USER-GENERATED CONTENT IN SOCIAL E-COMMERCE

The "content + transaction" business model has gained popularity in recent years, with social e-commerce platforms dominating the market. These platforms accumulate users through content generation and make profits through commodity transactions. However, converting users into commodity buyers is crucial for their success. Consumer cognitive dissonance, a phenomenon where purchasing intentions are not actual, can lead to hesitant purchasing intentions. The reputation of sellers in social e-commerce affects consumers' initial trust, and high-quality user-generated content can reduce judgment costs and affect consumers' willingness to buy. This paper studies the factors affecting purchase intention on social ecommerce platforms from consumer perception, using theories of rational behavior, planned behavior, and initial trust. The research concludes that consumer cognitive dissonance negatively impacts purchase intention, seller reputation positively impacts it, and user-generated content positively impacts it. Management suggestions for social e-commerce platforms to promote consumer purchase intention include improving seller reputation, strengthening corporate control over user-generated content, and improving user-generated content quality.

The Impact of Cultural Identity on Consumer Purchase Intention for Leisurewear Incorporating Dunhuang Mural Elements

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

Achieving Sustainable Development Goals: Exploring the Influence of Live Shopping Behavior on Purchase Intentions in “Tiktok” Shop

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

The Influence of Product Quality and Price on Consumer Purchase Interest at Nay Kids Store

This study examines the influence of product quality and price on consumer purchase interest at Nay Kids Store in Banjarmasin. The population in this study consists of 206 consumers, and using the Slovin formula, a sample of 67 consumers who made bulk purchases of clothing was obtained. Quantitative analysis was conducted, including validity and reliability tests on the research instruments, as well as hypothesis testing through classical assumption tests, F-test, t-test, partial correlation, and multiple regression analysis. The results indicate that both product quality and price simultaneously affect purchase intention. Specifically, product quality and price also show significant partial effects on purchase intention. Additionally, product quality has the strongest influence, with the highest partial correlation coefficient. These findings highlight the importance of product quality as the most dominant factor in influencing consumer purchase intention, providing valuable insights for retailers who aim to enhance customer satisfaction and sales performance.

Role of Young Consumers’ Perception in Purchase Intention Mediated by Attitude Towards Online Shopping

This study examines the factors influencing an inclination of young customers in Pakistan to buy things online. Pakistan, a developing country with a significant number of young consumers, faces issues related to limited internet access and the variety of online information sources. Understanding the factors that affect purchase intentions and the importance of consumer perception is crucial for online retailers to successfully market their platforms and convert awareness into actual purchases. Information was collected from internet users in particular areas of Pakistan, such as Sukkur, Larkana, Hyderabad, and Mirpur Khas. Data was collected using a structured questionnaire. Statistical methods like descriptive statistics, correlation analysis, regression analysis, and Structural Equation Modelling were used to analyze the data and evaluate the study hypotheses. The study shows that the attitude of young customers towards internet shopping acts as a mediator between their perception and purchasing intentions. The questionnaire consisted of 57 items covering characteristics including Purchase Intention, Fashion Involvement, Price Consciousness, Value Consciousness, Past Experience (PE), and Attitude. The results show strong connections between variables, confirming six hypotheses and refuting three others.