Antecedents Of Purchase Intention Research Articles

Antecedents of Purchase Intention on Instagram Ads for Fashion and Beauty Products

This study aims to determine the relationship between Informativeness, Credibility, Flow Experience, Perceived Value, and Advertisement Value on Purchase Intention on Instagram ads for fashion and beauty products. The sample consisted of 250 people who lived in Jakarta and had seen advertisements for fashion and beauty products on Instagram. Respondents were active users of Instagram for the last three months, aged 18-44 years, and were interested in purchasing fashion and beauty products. The data that came from this study is cross-sectional data, where the data is obtained within a predetermined time and period. The results of this study explain that Informativeness and Credibility positively affect Flow Experience and Advertisement Value. Meanwhile, although the Flow Experience variable positively affects Perceived Value, the two variables do not positively affect Purchase Intention. Only the Advertisement Value variable has a positive effect on Purchase intention.

Antecedents of Purchase Intention towards Herbal Products: An Emerging Market Study

The purpose of this paper to examines awareness and attitude of consumers towards herbal products and factors affecting the adoption of herbal products. To achieve the objectives of the study, using simple random sampling a sample of 301 respondents was taken during January-March 2020. Primary data were collected electronically with the help of a pre-structured, non-disguised questionnaire. For analyzing the data, techniques such as tests for difference of means, Analysis of Variance (ANOVA), Factor Analysis, etc. were used. Factor analysis was used to reduce the data so as to have a better understanding and analysis. The results of the study indicate that the majority of the respondents were aware of herbal products for more than 5 years. The most important attribute while making purchase consideration of herbal products was safety followed by quality. The most prevalent problem related to herbal products was price followed by false claims. Majority of the respondents reported internet as their source of information regarding herbal products. Respondents were willing to recommend herbal products to others. Therefore, adoption of herbal products is likely to increase in the future. The findings from regression analysis reveal that purchase intention of herbal products was positively influenced by functionality and quality as well as traditional appeal of the herbal products. The respondents reported considerable intent to recommend the herbal products to friends and relatives. This means word of mouth has important role in adoption of these products.

Handmade virtual messages to promote foreign fashion brands in Instagram

ABSTRACT The purpose of this paper is to assess whether a handmade message communicated on the social media network can enhance brand love to a handmade fashion brand and how brand love can lead to different consumer responses including enhanced perceived country of origin image of the brand, higher social media engagement and increased purchase intention towards the brand. An experimental online design was used to measure the effect of handmade product descriptor cues in an Instagram post, which generated 287 valid responses. The data was analyzed using partial least squares-structural equation modeling (PLS). The results mainly support the model by confirming that positive attitudes to handmade fashion products enhances brand love. The study’s findings also suggest positive associations between brand love and macro-country image, social media engagement and purchase intention. Social media engagement and micro-country image were also found as antecedents of purchase intention. This research adds further insights in the study of brand love towards international fashion brands considering the role that social media and the use of handmade product descriptor cues play in the international promotion of Spanish Fashion Small Medium Enterprises.

Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?

Social commerce has become a mainstream online shopping phenomenon. The effects of single social-commerce modes, such as live streaming and online consumer reviews (OCRs), on consumers’ purchase intention have attracted much attention. However, the existing literature overlooks the combined impact and complementary mechanisms of multiple social business modes on purchase intention. Drawing on the previous research, we identified the characteristics of live streaming and the characteristics of OCRs. Drawing inspiration from channel complementarity theory, a dual-channel influence model is presented. We collected 448 online questionnaires from several social-commerce platforms. The data were processed via structural equation modeling. The results show that the social-commerce modes of live streaming and OCRs can jointly influence consumers’ purchase intention, sense of community, interactivity, perceived usefulness, and perceived trust as antecedents of purchase intention, with customer engagement playing a mediating role. However, emotional support had no impact on purchase intention. This study provides useful insight into the mechanisms behind how multiple social-commerce channels influence purchase intention.

Moving toward sustainable development: Social, economic and environmental value as antecedents of purchase intention in the sustainable crafts sector

AbstractSustainable development has become a prevailing strategy for today's society, increasingly aware of the new challenges we face. This is causing consumers to demand and adopt more sustainable purchasing behaviors, based on the perception of different values. This article examines the relationship between social value, economic value, and environmental value with perceived quality and perceived value as antecedents of purchase intent in the sustainable crafts sector. The data were collected through an online survey. The model has been analyzed using a SEM model with Smart‐PLS. The results show that economic and environmental values positively influence attitude and perceived quality. However, social value only positively influences attitude. Both attitude and perceived quality have a positive effect on the purchase intention of sustainable artisanal products. In the final section, we discuss in detail the theoretical and practitioner implications of the findings obtained.

Understanding the purchase intentions for organic vegetables across EU: a proposal to extend the TPB model

PurposeThe study aims to propose a systematic and innovative model of purchase intention development that integrates Theory of Planned Behaviour (TPB) with its main extensions and clarifies the logical status of the variables involved and the structure of the causal path.Design/methodology/approachThe TPB is the most useful predictive model of purchase intentions, which can be viewed as the product of various psychological determinants. Previous works have proposed extensions of the TPB model to selectively include knowledge, trust or social norms, but an integrated proposal has not yet been formulated. Based on a survey in four European countries (Germany, Italy, Poland and the UK; N = 1,035), this study tests the process of organic vegetable purchase intention development using a structural equation model (SEM). This comprises part of the measurement of latent variables and part of the analysis of dependency relationships (MLR estimation method).FindingsThe results show that purchase intention for organic vegetables is primarily dependent on positive moral attitude (PoMA) towards such consumption. The inclusion of PoMA reduces the effect of attitude toward buying organic vegetables, but the effects of social norms, past behaviour and perceived behavioural control remain significant. Originality/valueThis study proposes an innovative model to explain purchase intention for organic vegetables that incorporates the key current extensions of the TPB model (knowledge, trust and PoMA) into an integrated causal pathway. Understanding the relationships between the antecedents of purchase intention provides relevant information on “what” needs to be improved and “where” interventions are needed to steer consumers towards organic food.

The Antecedents of Purchase Intention on Small and Medium Enterprises Product During Pandemic Covid-19 in Denpasar City

The Covid-19 pandemic has plunged the world into a global economic crisis. The recession has hit businesses, including small and medium enterprises (SMEs). Some SMEs are successfully capitalizing on economic crises by turning crises into opportunities.. This study aims to determine the role of eWOM in mediating the influence of social media and brand image on purchase intention of SMEs products. A survey was conducted from customers who experienced to purchase a product online. The data were analyzed using the SEM-PLS approach. This study revealed that brand image and social media had positive and significant direct effect on purchase intention, and indirect effect on purchase intention mediated by EWOM. This study approved that brand image, social media and EWOM are key factors to increase product purchase intention during the covid-19 Pandemic.

Purchase intention and behavioural use of freemium mobile games during Covid-19 outbreak in Indonesia

Purchase intention and behavioural use of UTAUT model has been used widely but still limited to be tested during the Covid-19 in Indonesia. This study presents UTAUT Model for the freemium mobile games in Indonesia during the pandemic. A survey of SEM-PLS toward 100 Indonesian mobile game players was conducted to analyze Performance Expectancy, Effort Expectancy, and Social Influence as the antecedents of purchase intention and behavioural use for the freemium business model in Indonesia. Surprisingly, the social effect does not significantly influence the Purchase Intention, but others have shown their significant effects on purchase intention and behavioural use.

Antecedents of purchase intention: a study on fashion brands

Antecedents of purchase intention: a study on fashion brands

Antecedents of purchase intention: a study on fashion brands

Antecedents of purchase intention: a study on fashion brands

Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations

• Influencer attributes cause customers to form and maintain influencer characterizations. • Characterizations determine purchase intention according to the persuasion theory. • Parasocial relationship (PSR) characterization is stronger than expertise or trustworthiness. • In forming PSR, social attractiveness is stronger than physical attractiveness or attitude homophily. • The persuasion theory is empirically validated in the context of social media influencer marketing. Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and followers. PSR has not often been weighted against other widely used relationship marketing constructs, despite the multitude of PSR studies. This study developed a research model based on the theory of persuasion, which was constructed to investigate the relative weight of the PSR. The study considered three personal attributes (attitude homophily, physical attractiveness, and social attractiveness) and three characterizations (trustworthiness, perceived expertise, and PSR) as antecedents of purchase intention. Data were collected through a survey of respondents who bought products/services after watching YouTube advertisements made by influencers. The study found that PSR had a significantly positive impact on purchase intentions relative to other characterizations and that PSR was significantly related to the three personal attributes. In addition, PSR formation was significantly influenced by consumers’ perceived influencer types. The survey showed that social media influencer marketing strategies need to be fine-tuned based on personal attributes, characterizations, and influencer types. This paper discusses the theoretical and practical implications of these findings.

Mediating role of attitude in halal cosmetics purchase intention: an ELM perspective

PurposeThe purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM).Design/methodology/approachThe positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping.FindingsThe findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant.Research limitations/implicationsThis study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature.Practical implicationsThe current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably.Originality/valueWith reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust

The past couple of years have witnessed the emergence of a new phenomenon known as social commerce, which incorporates the transactional aspect of e-commerce with social interactions. To date, little is known about how different factors namely; online social interactions, consumers’ engagement on social networks, perceived economic benefit and online brand awareness increase the purchase intention through social commerce. Moreover, the mediating role of trust within the social commerce literature needs further investigation. This study fills this gap by examining the duality of social commerce. It uses Structural Equation Modeling to test the proposed hypotheses. Findings show that the relationships between consumer engagement, brand awareness and intention to purchase through social commerce are fully mediated by trust. Social interactions have a direct positive impact on purchase intentions. Whereas, perceived economic benefit has a significant impact on both trust and intention to purchase through social commerce.

What motivates members to transact on social C2C communities? A theoretical explanation

PurposeThis paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers.Design/methodology/approachDrawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy.FindingsThe results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension.Research limitations/implicationsThis study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites.Originality/valueExisting research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.

Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers

This study aims to investigate some factors influencing purchase intention toward organic food among urban consumers in Vietnam, an Asian emerging economy. The extended Theory of Planned Behavior was used as theoretical framework for this study. In order to test the proposed model and hypotheses, a survey was conducted on a sample including 572 consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicated that modern self, traditional self, health consciousness, organic-label trust, and subjective norm were significant predictors of attitude toward buying organic food, while environmental concern was not significantly related to attitude. In addition, attitude, subjective norm, and perceived behavioral control toward organic food purchase were found to be positively related to purchase intention. The research findings were discussed and implications for marketers and policy makers were provided.

E-Commerce: an analysis of the factors that antecede purchase intentions in an emerging market

The objective of this study is to analyze the antecedents of purchase intention in e-commerce in an emerging market (Brazil). For this, we use new approaches in the constructs to adequately portray the characteristics of the Brazilian market. We conduct a survey with 345 e-commerce users. The results suggest that purchase intention can be influenced negatively by a lack of consumer trust and positively by website identification and website quality. They also suggest that lack of consumer trust is influenced positively by perceived risk and consumer resistance to innovativeness, and negatively by past experience. Moreover, the findings indicate that perceived risk suffers a positive effect from consumer resistance to innovativeness and a negative effect from past experience.

The moderating role of religiosity on cause related advertising campaigns

The purpose of this article is to study the impacts of religiosity on consumer behaviour toward cause related campaigns in Tunisia. A quantitative study among 248 Tunisian citizens show that the effects of perceived altruism on purchase intentions of cause related products are stronger among consumers with a higher level of religiosity. Moreover, results show that religiosity has a moderating effect only on the antecedents of purchase intentions but not on the antecedent attitude towards the advertisement. The present article has important implications for both scholarship and practitioners. It offers a deeper understanding of the role of religiosity as a trait of Muslim consumers and its effects on their behaviour toward cause related campaigns.

Emerging Trends in Sustainability of Organic Farming and its Impact on Purchase Intention - a Review & Research Agenda

The farming of organic product is a unique practice which balances the environmental sustainability and also controls the detrimental effect both on customer’s safety by creating a positive notion in the minds of the customers. The study is basically related to growing of Organic farm products and its influence towards customer attitude which leads to purchase intention. This Research has considered certain variables such as Health Concern, Perceived Behavioural Control, perception of customers, Subjective Norms and Environmental Concern as the antecedents of purchase intention. The objective of literature review is to assess the sustainability factor of organic farm products both in India and abroad and also to identify the impact on customers buying behaviour along with exploring the demand factor in present and future scenario and identifying the customer’s attitude and environmental concern. This literature review is developed by using the secondary data collected from exhaustive literature, review of journals and internet. The study is limited to organic farm products and customers attitude leading to purchase intention.

Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food

AbstractHealth and environmental issues are increasingly important in consumers' decision‐making process. Accordingly, demand for organic food is rapidly growing. In this context, the objective of this study is to analyze the relationship between price fairness, satisfaction, trust, and purchase intentions towards organic food. With this aim, empirical data were collected with self‐administrated questionnaires from a convenience sample of consumers from Sakarya, Turkey. Proposed hypotheses were tested with structural equations modeling. The results indicated positive relationships between price fairness, satisfaction, trust, and purchase intentions. At the end of this study, theoretical contributions, managerial implications, limitations, and suggestions for future research are discussed.

What drives smartwatch purchase intention? Perspectives from hardware, software, design, and value

Although wearable devices are popular in recent years, the market share of smartwatches is relatively low. The main goal of this research is to investigate the antecedents of the intention to purchase a smartwatch. This research develops a conceptual model and hypotheses based on the theory of reasoned action and perceived values from the perspectives of software, hardware, and aesthetic design. An online questionnaire was developed and distributed on popular websites to collect data, and 260 usable responses are collected from the potential users of the Apple Watch in Taiwan. The thirteen hypotheses were validated by using partial least squares (PLS) techniques. Among the antecedents of purchase intention in the model, the attitude towards using smartwatches was found to have the strongest direct effect. Among the factors of the attitude, design aesthetics have the most significant effect. The results also show that all of the factors about smartwatch attributes directly affected the related perceived values. However, social value and performance/quality value did not affect the intention. The model demonstrated relatively good explanatory power for purchase intention in the context of smartwatches. The proposed model can provide insights to smartwatch vendors to develop their new products and marketing strategies.