Consumer Behavior Research Articles

Technocapitalism and The Beatles: Nostalgia in the Age of Digital Consumption

This paper explores the intersection of technocapitalism and the commodification of nostalgia, using the digital remastering and online distribution of The Beatles’ music as a case study. It examines how technocapitalism, understood as the fusion of advanced technology and capitalist practices, has enabled the rebranding and commercialization of nostalgic cultural artifacts. Employing a qualitative research methodology, this study analyzes digital archives, music sales data, and consumer reviews to uncover how digital remastering and distribution impact cultural heritage and consumer behavior. Key findings reveal that while technocapitalism provides unprecedented access to nostalgic content and preserves cultural artifacts, it raises questions about authenticity and the reshaping of consumer experiences through technology. The research highlights the complexities of navigating nostalgia in the digital marketplace and offers insights into how technology and capitalism influence the consumption and perception of cultural heritage, particularly in the case of The Beatles’ music.

Beneath the colorness skies: Does weather influence consumer color preference?

Understanding consumer preference is crucial for optimizing inventory management and enhancing consumer satisfaction. While previous research has explored various determinants of consumer choices, the role of weather in shaping consumer color preference has received little attention. This study addresses this gap by investigating how key weather variables—temperature, relative humidity, and wind speed—affect consumer color preference in the fashion clothing market. Using data from 3,184,162 transactions across 99 physical fashion retail stores in Italy, we analyze consumer clothing purchases as indicators of color preference. Our findings reveal that higher temperatures and relative humidity lead consumers to prefer cooler clothing colors, while increased wind speed encourages the selection of warmer colors. Additionally, fashion trends play a moderating role in shaping the relationship between weather conditions and color preference. This research contributes to a deeper understanding of the weather's influence on consumer behavior and offers valuable insights for retailers, enabling them to better anticipate changes in consumer preference under different weather conditions and reduce supply-demand imbalances.

Analysis of Young Consumers' Consumption Behavior from the Perspective of Behavioral Economics

As the pace of economic development in China continues to accelerate and wage levels increase, more people are achieving financial prosperity, with young consumers displaying distinct consumption characteristics. Consequently, they have become a key focus of research for Chinese economists. National consumption, as an important component of Gross Domestic Product (GDP), is a crucial factor in promoting steady economic growth. Under the guidance of existing behavioral economics theories, consumer behavior, influenced by various psychological and environmental factors such as personal intentions and market conditions, can be categorized into two main patterns: rational consumption behavior and irrational consumption behavior. Therefore, analyzing young consumers' consumption behavior from an economic perspective is beneficial for the research and formulation of relevant economic policies in China. It also helps correct abnormal consumption behaviors, thereby promoting rational and scientific consumption.

Influence of environmental, social and governance (ESG) disclosures on consumer brand perceptions and behavioral intentions

PurposeThis study investigates how consumers’ perceptions of brand prominence and credibility are influenced by companies’ disclosure of transparency and quality of environmental, social and governance (ESG) information. It also examines how regulatory focus influences the relationship between purchase intention and brand credibility.Design/methodology/approachThe study employs a quantitative approach, utilizing an online survey of 464 Taiwanese consumers. The data collected is analyzed using structural equation modeling (SEM) to evaluate the direct and indirect effects of perceived ESG information transparency and quality on brand prominence, brand credibility and purchase intentions.FindingsThe findings reveal that perceived transparency and quality of ESG information significantly enhance brand credibility and prominence. Consequently, increased brand credibility and prominence have a significant positive impact on consumer purchase intentions. Additionally, the study identifies a moderation effect, wherein a prevention regulatory focus strengthens the influence of brand credibility on purchase intentions.Originality/valueThis study contributes to the literature on brand management and consumer behavior by integrating regulatory focus theory with the impacts of ESG information. It provides new insights into how ESG-related communications influence consumer behavior, highlighting the importance of transparent and high-quality ESG data in fostering consumer trust and positive brand evaluations.

Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives

Purpose This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles on the relationship between mediators and brand attitudes. Design/methodology/approach A preliminary study explored the relationship between pandemic-induced mortality threats and attitudes toward anthropomorphized brands. Study 1 investigated the underlying mechanism, and Study 2 examined the moderating effects of servant or partner roles. Study 3 confirmed the mortality threat effect on anthropomorphic brand attitudes in the absence of the pandemic. Findings The study revealed that mortality threats enhanced the desire for control and connectedness, which strengthened attitudes toward anthropomorphized brands. The results also indicated matching effects between the motivations for anthropomorphism and brand roles. Originality/value This research offers novel insights into the effects of pandemic-induced mortality threats and mortality threats in non-pandemic contexts on anthropomorphic motives. It highlights the influence of these psychological needs on consumer responses to brand roles and provides insights for brand management during a crisis.

Uncorking the delights: deciphering Indian wine consumers’ tastes with a multi-method approach and consumer insights

Purpose Alcohol consumption trends in India have undergone a significant shift in recent years. While spirits like rum and brandy have traditionally dominated the Indian alcohol industry, wine is now gaining popularity with a commendable compounded annual growth rate. This presents a significant opportunity for wine marketers to develop effective strategies for targeting Indian consumers. To capitalise on this evolving market scenario, it is crucial to understand the attributes that consumers seek in their preferred wines. Therefore, this study aims to identify the specific wine attributes that significantly influence the purchasing behaviour of Indian consumers. Design/methodology/approach The study used a mixed-methods approach to comprehend the wine preferences of Indian consumers. The methods included tweet analysis, word cloud, sentiment analysis and conjoint analysis. Findings The study reveals that Indian millennials’ wine consumption is driven by health and sustainability concerns, particularly the appeal of organic and low-alcohol options. However, wine, especially red wine, is also strongly associated with socializing, luxury and pleasure. This dual motivation highlights wine’s versatility in fulfilling both health-conscious and indulgent desires. Originality/value This study examines Indian wine consumers and their purchasing decisions using a multi-method approach. In addition, it compares gender preferences, addressing a gap in limited research on the Indian wine industry.

Influence of Digital Economy on Urban Energy Efficiency in China

The digital economy (DE) is characterized by invention, low energy consumption, cross-sector integration, and open sharing. It can effectively enhance social production methods, influence consumer behavior, and provide new pathways to enhance total factor energy efficiency (TFEE). This paper studies 280 Chinese cities, employing the entropy method and data envelopment analysis (DEA) model to evaluate and analyze urban DE and TFEE. It also constructs a system generalized method of moments model (SGMM model) and a threshold regression model (TR model) to examine the impact of the DE on TFEE in China. The main study findings include the following: (1) The regression results of the SGMM model indicate that the effect of DE on TFEE in Chinese cities shows a U-shaped trend. (2) The regression results of the TR model further confirm a U-shaped association connecting DE and TFEE, with the threshold estimated at 0.304. (3) The economic factors and industrial structure have a major impact on inhibiting the improvement of TFEE, whereas technological advancements and environmental regulations significantly facilitate its improvement.

Modern China's “Cat Slave” Culture and Its Underlying Factors

In modern China, the rise of “Cat Slave” culture represents a significant shift in human-animal relationships, particularly within urban environments. Once valued primarily for their practical role, cats have become emotional companions for young urban professionals seeking fulfillment in increasingly isolated lifestyles. This thesis examines the historical evolution, social dynamics, and key factors that have contributed to the growth of “Cat Slave” culture. By analyzing the symbolic significance of cats and the influence of social media and consumerism, this study reveals how the culture reflects both personal emotional needs and broader societal trends. The findings suggest that “Cat Slave” culture is more than a temporary trend—it offers a response to the challenges of urban life by providing emotional fulfillment and identity formation. Furthermore, the commercialization of this culture highlights how emotional connections with pets have been transformed into marketable opportunities, shaping modern consumer behavior.

Corpus-Based Word Usage in Social Media Marketing and E-Commerce: Developing Word Lists and a Proposedly Designed Teaching

This study aims to explore the frequently used words in 41 research articles and 12 related books from 2000 to 2024 in the context of social media marketing and e-commerce, focusing on general words, academic words, and specialized words. The investigation also leads to an in-depth examination of collocation words using Antconc software's N-gram feature. Then, the collected words were grouped for designing the proposed design for teaching English for students majoring in social media marketing and e-commerce. In addition, grammatical usage was analyzed to provide a comprehensive picture of frequently used grammatical structure for supporting the effectiveness of a proposedly designed teaching. The investigation focuses on a large dataset of 1,675,230 tokens and 39,931 types, with keyword tokens numbering 818,111 and keyword types numbering 1,791. The vocabulary distribution contains 21.36% K1 words, 7.89% K2 words, and 18.27% from the Academic Word List (AWL), with off-word lists accounting for 52.48%. Key findings emphasize the importance of terms such as social media marketing, e-commerce, and marketing strategies, indicating the key role of social platforms and digital media in contemporary advertising practices. Furthermore, the examination of n-grams and academic vocabulary emphasizes the value of data-driven strategies, technological innovation, and consumer behavior observations. Specialized vocabulary highlights developing trends and innovations in this industry. The findings also enhance the understanding of the growing language of social media and e-commerce marketing, providing insights into current industry trends and terminology. This analysis provides the foundation for developing targeted educational instruments and methods to improve communication and effectiveness in digital marketing environments.

Application and Development of Behavioural Economics in Consumer Decision Making

Behavioural economics, as an interdisciplinary field integrating psychology and economics, offers new perspectives for understanding consumer decision-making. This paper provides an overview of the core theories of behavioural economics, its applications in consumer decision making, and its developments and challenges in market practice and policy making. First, behavioural economics challenges traditional economic assumptions about rational decision-making by revealing core concepts such as limited rationality, prospect theory and behavioural biases, providing a deeper understanding of consumer behaviour. Second, the paper explores the effectiveness of behavioural economics in practical applications, such as improving firms' market performance and policy implementation by optimising marketing strategies, utilising personalised recommendations and developing behavioural intervention policies. However, behavioural economics still faces challenges in terms of theoretical universality, cross-cultural applicability and dynamic adaptation. Future research directions include theoretical integration, cross-cultural validation, adaptation to technological developments, optimisation of policy practices and intersection studies with psychology. The review in this paper aims to provide reference for academic research and practical application, to promote the further development of behavioural economics, and to provide theoretical support for policy making and market strategies.

Fashion Dynamics: Exploring Demographic Influences on Clothing Purchases

The fashion industry plays a significant role in shaping emotional well-being, intertwined with the broader impact of globalisation. Amid this transformative era, the fashion sector faces profound changes, notably propelled by the emergence of fast fashion. This phenomenon redefines success by offering consumers extensive clothing options at affordable prices and facilitating frequent wardrobe updates. This study, employing a sample size of 100 respondents selected through the snowball technique, examines the influence of demographic segmentation on the rationale for clothing purchases. By delving into demographic factors such as age, gender and income, it aims to unravel the complexities of consumer behaviour within the dynamic fashion landscape. Understanding the intricate interplay between demographic characteristics and consumer preferences is pivotal for effective market segmentation, empowering corporations to tailor their strategies and offerings to meet diverse customer needs. This research highlights that there is no significant impact of age or income on the reason for buying clothes.

The Role of Digital Marketing in Influencing Patient Interest to Visit Prodia Clinical Laboratory Through Corporate Image

In the digital era, digital marketing strategies have become a key factor in influencing consumer behavior, including in healthcare services. Prodia Clinical Laboratory, as one of the leading laboratories, leverages digital marketing to enhance its corporate image and attract patient interest. This study aims to analyze the role of digital marketing in influencing patient interest in visiting Prodia Clinical Laboratory through corporate image. The research employs a quantitative method using surveys of Prodia’s patients and prospective patients. The results show that digital marketing has a positive and significant impact on patient interest, mediated by a strong corporate image. A positive corporate image plays a crucial role in building trust and increasing patients' decisions to choose Prodia. These findings suggest that Prodia should continue improving the quality of its digital marketing efforts to maintain and enhance its corporate image and attract more patients.

Consumers' attitudes and purchase intentions toward food ordering via online platforms

With the rapid advancements in technology, the Internet and mobile applications have become integral to everyday life, offering unprecedented convenience and value, particularly in the realm of online retail. Among these innovations, online food delivery services have emerged as a significant shift in consumer behavior, providing an alternative to traditional dining experiences. This research aims to explore the impact of key motivational factors—e-service quality, personal aspects, perceived food quality, trust, time-saving orientation, and convenience motivation—on consumer attitudes toward online food delivery services. Additionally, the study hypothesizes that these attitudes mediate the relationship between consumer motivations and their intention to order food online. A regression analysis was performed on the cross-sectional data collected from a random sample of 280 respondents. The findings reveal critical insights into the complex dynamics between motivational factors and consumer behavior in the context of online food ordering. Notably, the study identifies attitudes toward online food delivery as a pivotal mediator, linking consumer motivations to their intention to engage in online food delivery. These results highlight the importance for businesses to thoroughly understand and strategically address these motivational factors and consumer attitudes to remain competitive and responsive to evolving consumer demands in the digital age. This research contributes to the literature by offering a comprehensive framework that integrates multiple consumer motivations, providing original insights into how these factors collectively influence the adoption of online food delivery services, particularly in the context of Lebanon's unique social, economic, and political challenges.

تأثير استخدام الذكاء الاصطناعي في المتاجر الإلكترونية على المستهلكين

The study examines the impact of using artificial intelligence in e-stores on consumer behavior. The study highlights the importance of artificial intelligence in improving the online shopping experience, by providing personalized recommendations and analyzing purchasing patterns to better meet consumer needs. Artificial intelligence techniques such as natural language processing, deep learning, and augmented reality are used to provide a distinctive experience that contributes to increasing customer loyalty and raising conversion rates. The study indicates that artificial intelligence can automate many tasks, such as inventory management and order processing, which contributes to reducing costs and improving operational efficiency. Artificial intelligence also plays an important role in enhancing e-commerce security, as it can detect fraud and protect personal data. The study included the impact of AI-supported shopping practices on customers’ functional, financial, social, and emotional values. The results of previous studies reviewed indicate the positive impact of artificial intelligence on the efficiency of marketing methods, and raising the competitive advantage of e-stores by improving the mental image and increasing profitability.

The effect of AI on pink marketing: the case of women's purchasing behavior using mobile applications.

This research looks in detail at the dynamics of pink marketing and its effect on the purchase behavior of Saudi women through mobile applications, with an emphasis on Artificial Intelligence (AI) as a moderator. Furthermore, this study assesses the effects of customized pink marketing strategies - product, price, promotion, and place - on buying intentions and behaviors. A closed-ended questionnaire was adopted to measure constructs associated with women's mobile app purchase behavior influenced by pink marketing and AI elements. Structural Equation Modeling (SEM) was the study tool used to examine how AI affects women's consumer behavior and how it influences pink marketing. The results suggest that each component of the pink marketing mix significantly influences buying behavior, especially price and promotion. Additionally, AI has a significant moderating effect, improving the personalization and effectiveness of marketing activities. The results of this study highlight the essential role of AI in forming consumer engagement in the digital market, providing useful input for marketers who intend to target women in Saudi Arabia. This study complements the understanding of gender marketing in the digital era and provides a vision for the possibility of AI fundamentally changing traditional approaches.

Product Placement and Consumer Behavior and Attitude: An Analytical Review and Marketing

Product Placement and Consumer Behavior and Attitude: An Analytical Review and Marketing

Exploring consumers' perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence.

Consumer behavior on the Internet is influenced by factors that can affect consumers' perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers' implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping. Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP). By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view. The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers' knowledge of their need satisfaction behavior.

The impact of logo change on brand loyalty with the mediating role of brand attitude

PurposeThis research examines the impact of logo changes within rebranding strategies, with a focus on the recent logo transformation of Burger King. Redesigns of logos often reflect shifts in brand strategies and consumer preferences. This study aims to evaluate the effects of logo changes on brand loyalty with the mediating role of brand attitude.Design/methodology/approachThis study investigates the influence of Burger King’s logo change on consumer behavior, specifically regarding brand loyalty. The research involves an analysis of the appropriateness and familiarity of the old and new Burger King logos, based on data collected from 468 Egyptian consumers. Statistical analysis is conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the impact of logo changes on consumer loyalty.FindingsThe findings indicate that a change in logo can positively affect brand loyalty, particularly when the new logo is perceived as both appropriate and familiar to consumers. Additionally, the study highlights the mediating role of brand attitude, suggesting that favorable brand perceptions enhance the relationship between logo changes and consumer loyalty.Practical implicationsThe practical implications of this study highlight key strategies for brand managers involved in rebranding efforts and the associated risks of such processes. Ensuring logo appropriateness and maintaining elements of familiarity are crucial to fostering consumer acceptance and loyalty.Originality/valueThis study highlights the important role of logo change “logo appropriateness and familiarity,” offering a new perspective on how aligning logos with brand identity and retaining familiar elements can enhance consumer acceptance and loyalty with the presence of brand attitude as a mediator in this relationship.

Intertwining Between Online Retailer's Trustworthiness Attributes and Consumer's Purchase Intentions: A Knowledge Management Perspective in Response to COVID‐19

ABSTRACTCOVID‐19, a black swan event which caused a long‐lasting effect on every sphere of human lives including consumers' perceptions and behaviors in e‐retailing to the extent that they might leave a mark even when the pandemic is over. The purpose of this study is to understand the critical dimensions of online retailer trustworthiness, which have an impact on consumer trust and consumer purchase intentions, as the success of organizations depends on the effective use of their knowledge management capabilities in the deadly situation of COVID‐19. The aim is to provide an insight into how retailers can handle this unprecedented situation, gain consumer trust, and use this customer knowledge to grow their businesses. The three dimensions of e‐service quality, website quality, customer service, security, and privacy demonstrate the online retailer's trustworthiness and better predict customer's trust behavior. Grounded in the Hofstede cultural dimensions' theory, this study is expected to extend our knowledge about the moderating effect of the cultural environment of trust on consumers' online purchase intentions during the COVID‐19 situation. Data were collected from 350 online consumers through a well‐structured questionnaire and used to test the proposed research model employing structural equation modeling. Results show that three attributes of e‐service quality convey the perception of the trustworthiness of retailers and affect consumers' overall trust in OP and subsequent purchase intentions.

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics