Buying Behavior Research Articles

Indulging in virtual luxuries: unveiling the allure of impulse buying in metaverse

PurposeThis study aimed to examine consumers’ impulse purchases of luxury products in the metaverse, specifically by exploring how consumers’ motivational and emotional experiences affect virtual luxury product purchases in the metaverse.Design/methodology/approachAn online survey was administered to a total of 230 users of various metaverse platforms in China. The data were analysed using partial least squares structural equation modelling (PLS-SEM) disjoint two-stage approach.FindingsThe findings indicated that motivational experience (goal importance and goal interest) and positive emotion (fantasy, feeling and fun) have positive effects on impulse buying of luxury products in the metaverse, but none for negative emotions (loneliness and isolation).Practical implicationsThis study indicated that understanding and leveraging consumers’ motivational experiences and positive emotions can drive their impulse buying behaviour of luxury products in the metaverse, hence providing virtual and brand retailers with a testbed for their products before they launch in the physical market.Originality/valueThis study enriches our comprehension of consumers’ metaverse luxury purchases by delving into the impacts of motivational and emotional experiences on impulse buying behaviours.

An Empirical Study on Advanced Marketing Practices, Sustainability, and EVM Strategies for Business Growth

In the modern business landscape, sustainable marketing strategies have become crucial for success. Companies are increasingly allocating substantial resources to these initiatives. While consumers expect businesses to adopt sustainable practices, their primary motivation remains fulfilling personal needs. This creates a gap between corporate sustainability efforts and consumer expectations. This study proposes a viable framework for sustainability strategies that businesses can implement to bridge this disconnect. Key findings include: First, sustainable marketing significantly enhances brand image development. Second, brand awareness plays a vital role in customer loyalty within the modern marketplace. Third, a strong brand image amplifies the appeal of sustainable purchasing intentions. Fourth, customer retention serves as a critical tool for boosting long-term purchase expectations. Fifth, elevating consumer expectations is essential for driving sustainable buying behaviors. Notably, sustainable marketing acts as an effective mediator between customer engagement and brand perception. Additionally, corporate social responsibility (CSR) strengthens the link between a company's reputation and sustainable purchase intentions. This research provides both a theoretical framework and practical recommendations for the modern business environment, emphasizing the importance of sustainable marketing campaigns as a precursor to organizational success

BRAND AMBASSADORS, FOMO, AND PERCEIVED VALUE INFLUENCING LEVI'S IMPULSE BUYING

In today's dynamic market landscape, complex changes are evident across various industries. Consumers now expect a positive shopping experience, viewing consumption activities as both personal fulfillment and social identity markers. To stay competitive, businesses must align their branding strategies accordingly. One strategic approach to enhancing brand appeal involves collaborating with brand ambassadors. Specifically, the allure of K-pop idols plays a substantial role in shaping brand images, thereby motivating consumers to make impulsive purchases. This study seeks to investigate the impact of brand ambassadors on impulse buying behaviors. Additionally, we aim to analyze the significance of perceived value in influencing these behaviors. Data collection utilized Google Forms, gathering responses from 160 Indonesian females between ages 17 and 40 who were familiar with the New Jeans music group and had recently purchased or used Levi’s collections. Our methodology includes processing the data using SMART-PLS 4.0 with Structural Equation Modeling (SEM). Our preliminary findings indicate that brand ambassadors significantly enhance impulse buying through increased perceived value and fear of missing out (FOMO). This research contributes valuable insights into consumer behavior under modern marketing strategies, emphasizing the importance of aligning branding efforts with evolving consumer expectations. By leveraging celebrity influences effectively, businesses can stimulate spontaneous retail activity, offering practical implications for marketers aiming to maximize customer engagement and loyalty. Ultimately, our analysis underscores the strategic potential of collaborating with influential figures like K-pop idols to boost sales within competitive markets.

Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable Products

With the rising trend toward sustainable consumption and the pivotal role of social media in the buying behavior, brands are keen to promote sustainable products through these platforms. Virtual influencers (VIs) have emerged as lower-cost and scandal-resistant alternatives to human influencers (HIs). However, their artificial nature may evoke credibility concerns, potentially undermining marketing effectiveness. Currently, it is unclear whether humans or virtual influencers achieve better endorsement outcomes for sustainable products. This study explores the effectiveness of VIs and HIs in endorsing sustainable products and the conditions under which VIs may outperform HIs. Through two studies (N = 1097), we investigate the impact of influencer type, advertising appeals, and product involvement on consumer purchase intentions and brand attitudes. Our findings reveal that, in low-involvement product scenarios with emotional appeals, HIs are more effective, while in high-involvement product scenarios featuring rational appeals, VIs exhibit superior effectiveness. These results suggest that the choice of influencer type should be tailored to the product involvement level and the nature of the advertising appeal, providing guidance for brands to enhance the impact of their green marketing strategies.

Digital Influencers' Visual Narratives and Algorithmic Power: Identi-ty Construction and Impulsive Consumption on Social Networks

This study explores how visual narratives created by digital influencers, combined with personalized algorithmic recommendations, influence impulsive buying behavior and identity construction on social commerce platforms. Through a qualitative approach, in-depth interviews were conducted with active social commerce consumers and methodological triangulation was used. The results indicate that impulsive purchases are not merely reactions to visual stimuli, but part of a broader strategy of self-expression and social validation. Additionally, algorithms play an active role in amplifying these behaviors by customizing recommendations that align with consumers’ identity aspirations. The research reveals that impulsive consumption in digital environments is driven by cultural, technological, and social factors, suggesting that social commerce platforms not only facilitate consumption but also serve as spaces for identity experimentation. These findings offer new theoretical insights into the role of consumption in digital identity formation and practical implications for brands seeking to engage consumers in a more authentic and personalized manner.

The Impact of Social Commerce on Consumer Buying Behaviour: Comparative Study of Instagram and Facebook

This study investigates the impact of electronic Word-of-Mouth (eWOM) and influencer marketing on consumer buying behaviour within the realms of social commerce, focusing on Instagram and Facebook. Utilizing a sample of 100 respondents from Mumbai, we employed SPSS for data analysis, particularly ANOVA, to assess the effects of these marketing strategies on purchase intentions and engagement levels. Findings reveal that both eWOM and influencer marketing significantly influence consumer behaviour, with eWOM showing a particularly strong correlation with purchasing decisions. Furthermore, variations in engagement levels across different platforms highlight the necessity for tailored marketing approaches. This research contributes to understanding the dynamics of social commerce and provides valuable insights for marketers aiming to optimize their strategies. Future studies could explore additional platforms and demographic factors to enhance the understanding of consumer interactions in social commerce.

Unveiling housing preferences amidst flood risks: an empirical study in an emerging market

Purpose This study investigates the interplay between flood risk, financial constraints and buyer behavior in the housing market. It aims to discern how flood experience influences housing choices, particularly among financially constrained buyers. Design/methodology/approach Using hedonic pricing models and probit analysis, this research examines the implicit prices of house characteristics and evaluates the determinants of housing choices, considering factors such as flood risk, financial status and past flood experience. Findings The study underscores that lower house prices incentivize buyers to opt for homes in flood-prone areas, thereby increasing their vulnerability to flood risks. Consequently, financial constraints exacerbate this situation, compelling low-income buyers to accept higher flood risks. However, flood experience fosters risk awareness among buyers, encouraging them to steer clear of flood-prone areas, albeit with lesser efficacy among financially constrained individuals. Originality/value This research contributes to the understanding of how flood risk and financial limitations shape housing decisions. It highlights the role of flood experience in influencing buyer behavior and emphasizes the need for targeted policies to mitigate flood-related risks in the housing market, particularly among economically vulnerable populations.

Revealing consumers’ hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives

PurposeThis study aims to explore how social status recognition, perceived value and immersive enjoyment drive attachment to influencers and endorsements, thus triggering consumers’ hedonic buying towards influencer endorsements in social media.Design/methodology/approachBy following a purposive sampling strategy and collecting cross-sectional data from 379 valid responses in the UK, this study adopts structural equation modelling, artificial neural networks and fuzzy set qualitative comparative analysis (SEM-ANN-fsQCA) as integrated methods for analysis.FindingsThis study reveals that social status recognition, immersive enjoyment, gamified incentives, attachment to influencers and endorsements are critical antecedents that drive hedonic buying.Originality/valueIn knowledge, this study concurrently adopts the perceived value theory and attachment theory that can enrich the inner elements and reveal the underlying connections under the theories. In method, the integrated analytical approach can explore deeper and more convincing results without the limitations of a single approach. In practice, this study helps practitioners ascertain customer perceptions of influencer endorsements and their attachment in the context of buying hedonically, thus developing effective strategies for employing influencers and marketing strategies to foster consumers’ hedonic buying behaviours.

Value Chain Analysis of Cattle Feed Market in Banaskantha District, India

India has vast resources of livestock and poultry, which play a vital role in improving the socio-economic conditions of rural masses. Livestock sector contributed 4.90 per cent of total GVA in 2020-21. Birthal and Jha [1] has found feed scarcity as the main limiting factor to improving livestock productivity. Therefore, to increase the productivity potential of milch animals the use of commercial compound feed is inevitable as supply of feed & fodder is shortening due to shrinking pasture land in the country. The Indian feed industry is about 57 years old. India is deficient in fodder and its availability is shrinking day by day due to decrease in cultivable area and increased share in food crop production so more thrust should be directed towards compound feeds by identifying the constraints and removing them.This study focused on the effectiveness of the feed industry and the performance of the value chain when mapping the cattle feed value chain in the Banaskantha district of Gujarat state. Total of ten feed manufacturing units and 120 farmers were selected for the study. The study was based on primary data and secondary data, the primary data were collected through personal interviews with the help of a structured survey schedule. Secondary data on livestock population were collected through the livestock census, Department of Animal Husbandry, Dairying and Fisheries, Ministry of Agriculture, Govt. of India. A multi stage random sampling method was adopted as an appropriate sampling procedure for the study. Banaskantha district was purposely selected for the study as Banaskantha district has highest livestock population in overall Gujarat State. Four talukas from Banaskantha district were selected randomly and feed manufacturing units were selected by snowball sampling method. From each taluka, five villages were selected randomly. From each village, six farmers were selected randomly. The study focused on buying behavior of farmers regarding cattle feed purchase and to estimate demand for concentrated feed requirements for the future in Banaskantha district. The study found that among the eight explanatory (independent) variables, five variables viz., livestock population, farm size, feed price, income from livestock, total feed fed per day were found to be significantly associated with expenditure of cattle feed price per animal per month and other variables such as average age of the animal, technology adoption and distance from buying location were statistically non-significant. The required feed demand for future livestock populations in Banaskantha district are 3651480 metric tonnes, 4487461 metric tonnes, 5514543 metric tonnes, 6774097 metric tonnes and 8315523 metric tonnes for the year 2024, 2029,2034, 2039 and 2044 respectively.

Impact Of UPI Transaction on Purchasing Decision of Customers: A Survey in Chennai City

In today’s digital age, the Unified Payments Interface (UPI) has significantly transformed consumer purchasing behavior, making transactions more seamless and efficient. This study investigates the impact of UPI transactions on customers' purchasing decisions in Chennai, analyzing awareness, usage patterns, and the role of demographic factors. Data collected from 121 respondents reveal a high awareness and adoption rate of UPI, with a substantial portion of participants preferring UPI over cash for everyday purchases. Regression analysis indicates a strong positive correlation (r = 0.65, p < 0.01) between UPI transaction frequency and consumer purchasing activity. Additionally, age and income are shown to significantly influence UPI usage. The findings highlight UPI’s role in enhancing consumer convenience and security while promoting more frequent and impulsive buying behavior. The study offers insights for marketers and policymakers to leverage digital payment trends for improved consumer engagement.

Compulsive Use of Social Media and Unrestrained Buying Behavior: Delineating the Role of Social Comparison, Fear of Missing Out and Self Esteem

Drawing on Theory of Compensatory Internet Use and Social Comparison Theory, the study explores how compulsive use of social media can lead to impulsive and compulsive buying behaviors among young adults in India. Findings reveal that compulsive social media use positively correlates with both impulsive and compulsive buying behaviors. This relationship is significant mediated by social comparison and FoMO, suggesting that users who frequently engage in social media are more likely to compare themselves to others and experience anxiety over missing out, thereby driving them towards unrestrained buying. Additionally, self-esteem negatively significant moderates these relationships, with individuals possessing high self-esteem less likely to succumb to impulsive and compulsive buying due to social comparison and FoMO. Research contributes significantly to digital marketing field by offering insights into the darker aspects of social media’s impact on consumer behaviour. Furthermore, study’s conceptual model integrates compensatory internet use theory and social comparison theory, providing a novel framework for future research on digital consumption behaviors.

The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers

This study is guided by the relevant literature on impulse buying behaviour (IBB) and the "stimulus-organism-response (SOR) model" to explore the relationship between anchor attributes and beauty product content on IBB. The stratified random sampling method was used to collect data from 466 customers in the beauty live broadcast, and regression analysis was used to understand the impact of anchor attributes and beauty product content on IBB. Research results prove that anchor attributes and beauty product content significantly impact IBB. The mediating variable directly affects beauty product content and IBB, as well as an indirect impact on anchor attributes and IBB. This research paper will significantly benefit live broadcast, e-commerce practitioners, and researchers, helping them fully understand the relationship between anchor attributes, beauty product content, and consumer IBB.

Perception of commercial advertising by generations Y and Z

Generations Y and Z make up a significant share of consumers, so businesses need to adapt their advertising strategies and communication methods to the characteristics of each generation. The purpose of the paper is to investigate the differences in the perception of commercial advertising by generations Y and Z. The methodological basis of the study is marketing theory and the theory of generations. Comparison of means tests, linear regression, and Lasso regression were used as research methods. The data set of the study is represented by data from a survey of 308 respondents conducted in February 2023 and designed us ing the semantic differential method. Our findings show statistically significant differences in the perception by generations Y and Z of the colour temperature of a commercial, the dynamism and volume of the music, and friendliness of the actors. Among the factors affecting the probability of purchase by both generations are the need for product, colour temperature, and high-quality commercial editing, while generation Z is influenced by the semantic component and friendliness of the actors, and generation Y – by the emotional component. Generation Y consumers are more prone to impulse buying behaviour. The factors influencing the likelihood to purchase are ranked in descending order of importance: for generation Z, these are the need for product, inter est in the plot of the commercial, attractiveness of the actors, and exclusivity of the offer; for generation Y, these are the need for product, inspiration after watching, depth of meaning of the advertisement, and exclusivity of the offer. The results of the study may be useful to representatives of the marketing and advertising industry.

Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region

The Impulsivity of Gen Z: The Influence of External and Situational Factors in a Traditional Buying Environment

The research assesses the impact of external and situational factors on impulsive buying behavior among Generation Z (Gen Z). Two external factors (EF) (sales promotions /discounts (SP) and store environment (SE)) and two situational factors (SF) (time availability (TA) and money availability (MA)) were studied.The data was analyzed from 201 Gen Z respondents through an online survey. The proposed model examined the direct relationships between EF and IBB and SF and IBB. Two hypotheses were developed and analyzed using SmartPLS-4.The results depicted that EF and SF had a positive significant impact in triggering impulse buying among Gen Z. The study also found that when external and situational factors are considered together (ComE), they have a significant and positive impact on the impulse buying behavior of Gen Z.This study looks at impulse buying behavior of Gen Z in a traditional (brick and mortar) setting which will help marketers target this segment appropriately.

The Influence of Brand Perception on Consumer Buying Decision in Tanzania, A case of Vodacom Tanzania

The study examined the influence of brand quality on consumer purchasing decisions within Tanzania's telecommunications sector, focusing specifically on Vodacom Tanzania. Conducted in Dar es Salaam, the research utilized a cross-sectional design and involved a sample of 294 customers selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using regression method. The findings revealed that perceived brand quality significantly positively influences consumer buying decisions. Consequently, the study concludes that higher perceived brand quality correlates with an increased likelihood of purchase. Therefore, a key recommendation is for telecommunications brands to prioritize enhancing their perceived quality to positively impact consumer buying behavior.

A Study on the Factors Influencing Consumer Buying Behaviour towards Electric Vehicles among University Students in Anand City

This study aims to investigate the different factors influencing consumer buying behaviour towards Electric Vehicles (EVs). The research was mainly based on primary data and selected populations as university students of Anand, Gujarat and also used secondary data sources to collect information regarding EVs. This study bridges the research gap and selects 225 respondents to the convenience sampling method. Frequency distribution, percentage, mean, standard deviation and various statistical methods such as the reliability test, KMO and Bartlett’s test, factor analysis, and non-parametric test were carried out. The result extracted six influencing factors for consumer buying behaviour towards EVs such as high maintenance, reliability, EV features, inflation, environment, and cost-benefit. The use of EVs by the majority of respondents confirms that there is a potential for future expansion. The present study helps customers/consumers know about purchasing EVs benefits and the EVs industry. It is believed that the findings make an important contribution to EV industries, policymakers, future researchers, and those who want to purchase EVs.

Socio-Economic and Buying Behavior of Groundnut Growers towards Micronutrient Fertilizer in Sabarkantha District of Gujarat, India

The study aims to analyze the impact of socio-economic, knowledge level and buying behavior of groundnut growers towards micronutrient in Sabarkantha district. This study employed a multistage sampling technique in the Sabarkantha district of north Gujarat, known for its high groundnut productivity. The focus was on three talukas-Himmatnagar, Idar and Talod-chosen for their extensive groundnut cultivation areas in 2024. From each taluka, five villages were randomly selected and eight growers from each village, totaling 120 growers, were selected. The study aimed to explore the socio-economic profiles of groundnut growers, assess their knowledge of micronutrient fertilizers, analyze their buying behavior. The majority of growers (55.83%) were between 36 and 50 years old, with more than 15 years of farming experience. Most belonged to nuclear families and had completed higher secondary education. Borewells and open wells were the main irrigation sources, with 57.50% also involved in animal husbandry. Annual incomes ranged between ₹1,44,901 and ₹6,72,800. Additionally, 73.33% between ₹3,38,501 and ₹8,26,500 from both farming and other sources. Groundnut growers demonstrated high awareness of the importance, access and benefits of micronutrients, though only 19.17% had soil health cards. Agro-input dealers (54.16%) were the primary information source and mixed micronutrients (49.16%) were most preferred. The study found a strong relationship between socio-economic variables and buying behavior, with 96.20% of the variation explained. Positive influences on purchasing included the price of micronutrients, growers’ income, farming experience and larger landholdings, while older growers and those with higher knowledge were less likely to purchase micronutrients. Most growers (75.00%) purchased from agro-service centers or dealers. This comprehensive analysis provides valuable insights into the socio-economic profiles, knowledge and buying behavior of groundnut growers in the Sabarkantha district.

Perilaku Impulse Buying Konsumen pada Produk Lifestyle dengan Pendekatan Theory Of Planned Behavior

Increasing economic growth and development of the retail industry in Indonesia has strengthened competition among retail business players. Therefore, one way for companies to compete with other retail businesses is to understand the factors that trigger impulsive buying behavior. The purpose of this study is to determine the influence of the factors in the Theory of Planned Behavior, namely attitude toward behavior, subjective norm, and perceived behavioral control on impulse buying behavior, either directly or indirectly through impulse buying intention. The sampling method used is non-probability sampling, and the technique to be used is purposive sampling. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) with a sample size of 165 respondents. The results of the study prove that attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying intention. Attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying behavior, either directly or through impulse buying intention. Additionally, impulse buying intention influences impulse buying behavior. This research contributes to companies in designing marketing strategies to shape consumers impulsive buying behavior. Keywords: Impulse Buying, Attitude Toward the Behavior, Subjective Norm dan Perceived Behavioral Control.

The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour

This study investigates the role of communication factors in influencer marketing communication in influencing trust in influencer’s branded posts, subsequently impacting the urge to buy impulsively (UBI). In addition, the study also examines the role of persuasion knowledge as a moderator and product affection as a mediator in the relationship between trust and UBI. The study integrates signalling theory and (SOR) framework to develop a model to be tested through SEM. Results of the data of 481 followers of the influencers unveiled that the credibility of the communication factors plays an essential role in developing trust in influencers ‘posts, which ultimately induces UBI. Product affection mediates the relationship between trust and UBI and people with low levels of persuasion knowledge were found to have more chances of developing UBI. This study provides valuable insights to the markets and advertisers, enabling them to understand the importance of the credibility of the influencer marketing communication factors, which result in favourable consumer attitudinal and behavioural outcomes. Additionally, it addresses the existing knowledge gap concerning the factors that precede trust formation and examines their subsequent influence on UBI.