Affect Purchase Intention Research Articles

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.

Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions

PurposeThis research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).Design/methodology/approachThe present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.FindingsThe findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.Originality/valueRecognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

An investigation into the impact of personal branding and social media marketing on purchase intention among Tiktok Users in the Indonesia grilled sambal market of Jakarta

Nowadays, marketing strategies that leverage personal branding and social media significantly shape customer behavior in several industries. The effects on the Jakarta-based TikTok user market for Indonesian Grilled Sambal goods are the primary subject of this research. For this study, we used Google Forms to poll people who met certain age, TikTok, and Iben Ma familiarity/product/influencer requirements. Perceptions of personal branding and social media marketing were examined using descriptive statistics, focusing on how they affected purchase intention. The results showed that the target audience had favorable impressions and a strong propensity to buy, and the study used traditional assumption testing to validate a regression model. The results show how much of an impact these characteristics have on buying habits. The study highlights the revolutionary impact of social media marketing on influencing customer behavior and brand perceptions, drawing from theories such as Social Identity Theory and the Elaboration Likelihood Model of Persuasion. With these findings in hand, marketers targeting specific food niches can improve their social media engagement with customers. The paper goes on to say that more research into the relationship between niche market customer behavior, personal branding, and social media should be pursued.

Purchase Intention among Generation Z: product innovation, green marketing, brand awarness, and brand image

The rapid development of technology in the current era is also utilized in creating environmentally friendly products, amidst the industrial world that is beginning to have social and environmental impacts, which can influence lifestyle and societal behavior, influenced by factors such as economic ability, awareness, and the abundance of goods proportional to the increasing needs of individuals, where appearance is a very important factor to be considered to enhance beauty. With increasingly fierce competition, the Somethinc brand creates quality and environmentally friendly beauty products while still considering the impact on the environment in the future. To address this challenge, this study aims to investigate the factors influencing the purchase intention of Somethinc products. Research data were obtained through an online survey involving 200 respondents. Data analysis was conducted using Structural Equation Model (SEM) with the SmartPLS 4 analysis tool. The results show that Product Innovation does not affect purchase intention, while green marketing and brand awareness influence purchase intention. Brand image mediates the influence of product innovation, green marketing, and brand awareness on purchase intention for Somethinc products among Generation Z in Indonesia.

How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

Streamers, as innovative web influencers and persuaders, have played a crucial role in business marketing success. Extensive research has shown that the characteristics of streamers impact consumers' purchase intentions. However, there is limited research on how the source dynamism of streamers affects consumers' purchase intentions in live streaming. This study uses an experimental approach based on Hovland's persuasion model and the selectivity hypothesis to examine the effects of streamers' source dynamism on purchase intentions and whether the experience resulting from the streamer–consumer interaction is moderated by gender. Findings show that consumers' purchase intention is positively correlated with the source dynamism of streamers and with their perception of para-social interaction and vicarious product experience. In addition, results reveal that gender significantly moderates the relationship between consumers' vicarious product experience and purchase intentions. Females have a stronger vicarious product experience than males and, thus, higher purchase intention when they perceive the high source dynamism of streamers. Lastly, findings highlight the need for brands and suppliers to consider source dynamism when choosing streamers and to allow making different marketing decisions for different consumer genders.

Blackpink's Celebrity Endorsement Shapes Global Oreo Purchase Intentions

This research investigates how Celebrity Endorsement and Brand Image influence Purchase Intention for Oreo Blackpink products, with Brand Attitude as a mediator, aiming to fill a gap in understanding consumer behavior in the context of South Korean music group endorsements. Using quantitative techniques and data from 177 respondents who had seen advertisements and purchased Oreo Blackpink products, the study found that Celebrity Endorsement and Brand Image positively and significantly influence Brand Attitude. However, Brand Image did not significantly affect Purchase Intention, while Celebrity Endorsement and Brand Attitude had a positive and significant impact on Purchase Intention. The findings emphasize the importance of celebrity endorsement selection and Brand Attitude in shaping consumer perceptions and purchase intentions, providing insights for marketing strategies in competitive markets targeting emerging demographics. Highlight: Celeb Influence: Key in shaping perception and purchase for Oreo Blackpink. Attitude's Role: Crucial mediator between endorsement, image, and purchase intention. Strategic Insight: Selective endorsement and positive attitude enhance consumer engagement. Keyword: Celebrity Endorsement, Brand Image, Purchase Intention, Brand Attitude, Oreo Blackpink

PENGARUH ONLINE CONSUMER REVIER, DIGITAL PAYMENT, SOCIAL MEDIA ADVERTISEMENT, DAN INFLUENCER ENDORSMENT TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE Y.O.U BEAUTY

This study aims to test and analyze the influence of Online Consumer Review, Digital Payment, Social Media Advertisement, and Influencer Endorsement on Purchase Intention in Y.O.U Beauty skincare products. Primary data collection was carried out for 1 weeks using a research sample of 89 respondents. This study used a descriptive research design approach with empirical data collected through online surveys. Empirical data is then processed using the Structural Equation Modeling approach to test a number of hypotheses proposed. The results of this study Social Media Advertisement and Influencer Endorsement have a positive effect on Purchase Intention. Online Consumer Reviews negatively affect Purchase Intention. However, Digital Payment has no effect on Purchase Intention.