Affect Purchase Intention Research Articles

Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective

Sustainable food consumption is critical for addressing global environmental challenges and promoting health and ethical practices. Understanding what drives sustainable food choices among younger generations, particularly Generation Z, is essential for developing effective strategies to encourage sustainable consumption patterns. Using the Theory of Planned Behavior as the theoretical framework, this study aims to explore how the variables of the theory (personal attitude, subjective norms, and perceived behavioral control), along with consumer knowledge, trust, and health concerns, affect Generation Z’s intentions to buy sustainable food. The research was carried out in Poland via the online interview method (CAWI), with 438 users ranging between the ages 18 and 27. The results show that attitudes and knowledge are significant predictors of sustainable food consumption among Generation Z, while subjective norms, perceived behavioral control, health consciousness, and trust do not significantly affect purchase intentions. This research underscores the importance of educational campaigns and marketing strategies that enhance consumer knowledge and shape positive attitudes towards sustainable food. These insights offer valuable implications for policymakers, marketers, and educators aiming to encourage sustainable practices. Understanding the drivers of Generation Z’s sustainable food consumption behaviors can provide valuable insights for developing effective strategies to promote sustainable consumption patterns. This study adds to the body of knowledge on sustainable food consumption by highlighting the specific factors that drive Generation Z’s purchasing intentions.

Strategy Development to Improve Brand Awareness and Sales Performance

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers' Purchase Intention.

E-commerce live streaming has become a lucrative global industry. As the main carrier to convey information in live broadcasting, user-generated content (UGC)-and especially bullet screens-are crucial in influencing users' purchase intentions. However, the influence of bullet screens' multidimensional information characteristics on consumers' decision-making processes requires further exploration. Additionally, most existing studies start with the short-term effects of live product realization, and must address how to enhance customers' psychological ownership using new means of live streaming marketing to obtain long-term sustainable brand-building effects. This study introduces psychological ownership and the communicative presence as mediating variables based on the theory of elaboration likelihood modeling to explore the mechanism of the influence of UGC's multidimensional features on viewers' purchase intentions in live e-commerce broadcasting rooms. We collected 404 valid online questionnaires and tested our hypotheses using structural equation modeling. These findings indicate that UGC emotions, quality, and their interaction significantly and positively affect purchase intentions. Moreover, psychological ownership and the communicative presence mediate UGC's effect on purchase intentions. These results provide a new perspective for understanding consumer behavior in live e-commerce to improve marketing effectiveness of e-commerce live streaming platforms.

In-store augmented reality experiences and its effect on consumer perceptions and behaviour

PurposeThis study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.Design/methodology/approachThe study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected (n = 650) were subjected to exploratory and confirmatory factor analysis.FindingsMajor findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.Research limitations/implicationsThis study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.Practical implicationsMajor findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.Originality/valueThis is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.

Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention in international marketing. However, little research has investigated consumer purchase intention toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) retailers in CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are the most influential theories explaining online purchase intention, yet few studies have integrated them. Therefore, the purpose of this study is to integrate the TAM and CTT to shed light on consumer purchase intention toward POI-retailers in CBEC. Based on 364 respondents visiting a real-life POI-retailer’s country-specific website and answering a questionnaire, findings reveal that perceived usefulness, ease of use, and trust do not significantly impact purchase intention. Instead, perceived usefulness and ease of use need to be mediated by both trust and commitment, while trust needs to be mediated by commitment to affect purchase intention. This suggests that the path to consumer purchase intention toward POI-retailers differs from the findings of previous studies based on TAM and CTT.

Challenges of electric vehicle adoption in Indonesia: Revealing the hidden factors affecting purchase intention

Purpose – Recently, electric vehicles (EVs) have seen significant development worldwide. Indonesia has responded by implementing various policies to support the adoption of EVs, which are touted as the future environmentally friendly transportation solution. However, in Indonesia, the purchase intention for EVs still needs to reach expectations, reaching only 14,93% of the target in 2023. This study analyzes the antecedents of benefit factors determining the intention to buy an electric vehicle. This study will fill the gap in earlier research by comprehensively examining the factors that influence EV purchase intention in Indonesia.Design/methodology/approach – This study will fill the gap in earlier research by comprehensively analyzing the factors that influence EV purchase intention in Indonesia. This study will empirically examine the relationship between perceived usefulness, perceived ease of use, perceived risk, EV knowledge, public involvement, and purchase intention, as well as the antecedents of perceived usefulness, perceived ease of use, and perceived risk. This study uses a quantitative method with a survey design to gain an in-depth understanding of the factors influencing the purchase intention of electric vehicles in Indonesia. The survey involved 957 potential electric vehicle users in Indonesia who have never bought an EV but have sufficient interest and knowledge about EVs. The research instrument was a validity and reliability-tested questionnaire used to collect accurate and consistent data.Findings – This study found that although respondents had strong perceptions of the benefits of electric vehicles (perceived usefulness), this did not automatically lead to high purchase intentions. Another surprising finding was that perceived risk also did not directly affect purchase intention. This suggests the presence of other factors inhibiting purchase intention, which need to be identified and addressed.Research limitations/implications – This research contributes significantly to the literature on adopting electric vehicles (EVs). Perceived ease of use has a positive effect on purchase intention. The results of this study indicate that perceived ease of use does not significantly affect the purchase intention of electric vehicles.Practical implications – The findings of this study provide several practical implications for electric vehicle manufacturers, marketers, and policy makers.Originality/value – This research offers a comprehensive approach to understanding the factors that influence electric vehicle (EV) purchasing interest in Indonesia, by including previously overlooked variables such as risk perception, public involvement, and knowledge about EVs. Additionally, this research focuses on the Indonesian context, providing valuable insights into the unique challenges and opportunities in EV adoption in the country, which can form the basis for strategies and policies to promote sustainable transportation.

How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam

PurposeThis paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.Design/methodology/approachThis current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.FindingsAffective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.Research limitations/implicationsCognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.Practical implicationsFirms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.Originality/valueOur study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.

The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust

This study investigates the impact of Augmented Reality (AR) features, particularly Virtual Try-On (VTO), on purchase intention through brand trust in the context of cosmetic products in Indonesia. The research uses a quantitative approach with a sample of 274 respondents from various cities and provinces in Indonesia. Data analysis was conducted using SmartPLS 3 software, which shows a positive influence of AR on purchase intention mediated by brand trust. The findings indicate that AR Content Quality and AR Service Quality positively affect purchase intention through brand trust. This study provides valuable insights for the cosmetic industry in Indonesia, emphasizing the importance of AR features in enhancing consumer purchase intentions and brand trust. The research highlights that the effective implementation of AR can be a successful strategy for cosmetic companies to increase consumer engagement and loyalty, and drive market growth through technological innovation that aligns with current consumer needs and preferences.

The Effect of E-WOM and Brand Image on Purchase Intention to Buy Samsung Phones with E-Satisfaction as a Moderation Variable in State One, Students of Feb USU Medan

This study uses E-Satisfaction as a moderator to identify and examine the effects of E-WOM and brand image on purchase intention. The primary data was collected directly from the 105 respondents who made up the sample. The sampling technique combines both the non-probability sampling technique and the Slovin sampling approach. Quantitative analysis methods were used to investigate survey responses from respondents, and SPSS was used as the analytical tool. Brand image does not significantly affect purchase intentions, but E-WOM and E-Satisfaction do, according to the study’s findings. The association between E-WOM and purchase intentions is likewise moderated by e-satisfaction, whereas the link between brand image and purchases is not moderated by e-satisfaction. Keywords: E-wom, brand image, E-Satisfaction, purchase intention

Leveraging Short Video Platforms for Agricultural E-commerce: Enhancing Purchase Intent through Optimized Content

With the popularity and improvement of short video platforms, short video e-commerce live streaming (ELS) has emerged as a prevalent trend for promoting produce. Despite the widespread adoption of short video platforms and ELS, there remains a notable gap regarding the content of short video ELS, with many researches mainly emphasizing the path of ELS general development. Therefore, this study aims to optimize agricultural short-video ELS content, by identifying factors contributing to purchase intention and leveraging the advantages of short-video platforms. This study employs questionnaires, interviews, and the stability coefficient method to explore pathways for innovating agricultural ELS content. The results show that ELS scenes and anchor identity significantly affect purchase intention. Furthermore, an assessment of the hierarchical order of content elements has been established. Additionally, the interview findings indicate the significance of recognizing synergies between the benefits inherent in short video platforms and the content of agricultural ELS. This study can serve as a reference for ELS content optimization and have implications for agricultural ELS influence improvement.

AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention.

The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce-artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.

Research on the influencing factors of the characteristics of anchors with goods in e-commerce live broadcast on users' Purchase Intention

With the development of information technology, major shopping websites and short video platforms have actively explored and made extensive layouts in the field of e-commerce live broadcast, but at the same time of their rapid development, there are still problems such as low consumer satisfaction and high return rate. Therefore, it is still necessary and realistic to explore the factors affecting consumers' purchase intention in the context of e-commerce live streaming. Starting from the characteristic dimension of anchors with goods, one of the important factors affecting purchase intention, this paper uses the questionnaire survey method to put forward four characteristics that may affect purchase intention: professionalism, interactivity, authority, and uniqueness based on relevant experience and literature, and then draws the final conclusion that affects purchase intention by studying the relationship between variables: the interactivity, authority and uniqueness of anchors with goods in the live broadcast room will have a positive impact on users' purchase intention. Uniqueness has the most significant effect, while professionalism has no effect on purchase intention. Based on the data results and my own learning and shopping experience, this study deeply analyzes the mechanism between anchor characteristics and consumers' purchase intentions, and puts forward suggestions from the perspectives of anchor influencers, merchants and consumers, and looks forward to the development trend of the e-commerce live broadcast industry.

Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology/approach For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AMOS. Findings The findings indicate various insights in terms of the results of moderation analysis. This study explains a significant moderation of store aesthetics, customers’ age and their local region for the brand love-purchase intention relationship in the research context. Originality/value The present study examines relevant moderators for brand love-purchase intention relationship by empirical means for hypermarket brand stores that is an under-explored researched context in Indian context. It adds considerable insights for academics and managerial practices in the arena of customer-brand love and emotional affiliation.

Influence Of It Affordance On Purchase Intention On Shopee Live Feature In Surabaya City

Purchase Intention on the shopee live feature. The population used is residents of Surabaya City with criteria determined before the study, therefore the sampling technique uses purposive sampling so that a sample of 100 respondents is obtained. Data analysis techniques use validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity tests, and autocorrelation tests, multiple linear regression analysis, hypothesis tests (F test and t test), which are processed with SPSS 27. The calculation results of the F test show a calculated F value of 44.613 and a table F value of 2.689 with a signification value of 0.001 > 0.05, then the variables Visibility Affordance, Metavoicing Affordance, and Guidance Shopping Affordance simultaneously affect Purchase Intention. The result of the multiple linear regression calculation is Y = -0.746 + 0.107 X1 + 0.274 X2 + 0.577 X3 + e. Based on the results of this study proves that visibility affordance has no partial effect on purchase intention, metavoicing affordance has partial effect on purchase intention, guidance shopping affordance has partial effect on purchase intention.

Pengaruh Brand Image Dan Kepuasan Terhadap Purchase Intention Pada Tiktok Shop (Studi Pada Generasi Zilenial)

The millennial generation currently has the convenience of accessing various kinds of applications, one of which is TikTok. TikTok provides online or online shopping features that allow anyone to make money through the features provided, namely the TikTok Shop, an online shopping feature offered by the TikTok platform. The purpose of this study is to find out and explain the influence of brand image and satisfaction on purchase intention at Tiktok Shop, and to know and explain the role of satisfaction in mediating the influence of brand image on purchase intention at Tiktok Shop. This research was conducted on tiktok users in Indonesia. The number of samples used in this study were 160 people. The analysis technique used is SEM-PLS. The results of this study indicate that brand image and satisfaction affect purchase intention, and satisfaction is able to mediate the effect of brand image on purchase intention.

Scarcity effect in collaborative fashion consumption via the C2C online platform: moderating effect of consumer price sensitivity and gender

ABSTRACT This study investigates the effect of scarcity on purchase intention in a collaborative fashion consumption situation using a C2C platform. Furthermore, it examines the moderating effect of consumer price sensitivity and gender. A mixed experimental design method of 2 (scarcity level: high vs. low) × 2 (consumer price sensitivity: high vs. low) × 2 (gender: male vs. female) was applied. This study found that although the scarcity level did not directly affect purchase intention, the effect was moderated by price sensitivity. Consumers with high price sensitivity show greater purchase intention under low scarcity, whereas consumers with low price sensitivity show greater purchase intention under high scarcity. Moreover, the interaction effect of scarcity level and price sensitivity on purchase intention significantly differed for women, but not for men. This study provides insights for C2C platform marketers to devise marketing strategies considering the scarcity of second-hand fashion products and consumer traits.

Interaksi Media Sosial Terhadap Niat Beli Merek Produk Fashion Lokal ‘Erigo’: Pengaruh Kredibilitas Sumber, Homofili Sumber, Dan Kualitas Konten Sebagai Variabel Mediasi

The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.

THE IMPACT OF DELAYING MIE GACOAN’S HALAL CERTIFICATION ON CONSUMER LOYALTY

This study aims to evaluate the impact of the delay in Mie Gacoan’s halal certification on consumer loyalty. The delay in halal certification can influence consumer perception and loyalty, yet there is limited research exploring its impact on the food industry in Indonesia. This study employs field research methods, using direct observation and a descriptive qualitative approach to collect and analyze data. The results indicate that most Mie Gacoan consumers know about the delay in halal certification. Despite this, consumers remain highly interested in visiting and purchasing Mie Gacoan products, as they trust that 100% of the raw materials used are safe and have been certified halal. These findings suggest that the delay in halal certification does not significantly affect purchase intentions and consumer loyalty. This research provides new insights into consumer responses to the delay in halal certification, demonstrating that consumer trust in the quality and safety of raw materials can mitigate concerns related to the delay, thus maintaining consumer loyalty to the product.

Trust that Mediates the Effect of Website Quality and the Electronic Word of Mouth (E-WOM) On the Purchase Intention

E-commerce platforms such as Tokopedia, one of Indonesia's leading players, have attracted public attention before, during and after COVID-19 by providing various online products and services. Tokopedia is a forum or facilitator for buying and selling transactions for goods or services between sellers and buyers via the Internet. Tokopedia has become one of the e-commerce sites that can attract consumers' purchasing intentions.Objectives: This research aims to determine how trust mediates the effect of website quality and electronic word of mouth (E-WOM) on purchase intention.Methodology: This study uses a quantitative method. The analysis method used a structural equation modeling (SEM) which is processed by using SmartPLS.Finding: The research results show that electronic word of mouth (E-WOM) and trust positively and significantly affect purchase intention. Meanwhile, the website quality variable has no direct effect on purchase intentions. In addition, trust is a mediator variable for the influence of web quality and electronic word of mouth (E-WOM) on purchase intention.Conclusion: Trust is a mediator variable for the influence of web quality and electronic word of mouth (E-WOM) on purchase intention.

Antecedents of Purchase Intention: A Study among Female Consumers in the Apparel Sector of Quetta-Pakistan

With the emergence of social media, the apparel products market has grown exponentially, where branded and counterfeit products are readily available to consumers. This phenomenon has changed the shopping behavior of consumers, particularly females. Thus, firms are keen to unpack the factors that enhance female consumers' purchase intention towards apparel products. The literature lacks empirical verification of personal and social factors that enhance purchase intention in various contexts, particularly for female consumers. Therefore, this research aims to substantiate the impact of Materialism, the Need for Uniqueness, Experiential, Brand Attachment, and Social Influence on the Purchase Intention of young female consumers in the apparel market with the mediating effect of Vanity. Three hundred self-administered questionnaires regarding apparel products were filled out through a convenience sampling approach from young female consumers (18-35 years) from four higher education institutions in Quetta-Pakistan. Hypotheses were tested through multiple regression and the Hayes process model. Findings show that all predictors significantly affect purchase intention with the mediating effect of Vanity. The need for uniqueness was the most essential factor that explained purchase intention in Quetta's apparel market. Young female consumers weigh more on the need for uniqueness, which leads to materialism, social influence, and experiential and brand attachment as critical factors when interacting with vanity. Marketers need to design a strategy that enhances their Apparel's uniqueness.