Buying Action Research Articles

Mixed Poisson Processes with Dropout for Consumer Studies

We adapt the classical mixed Poisson process models for investigation of consumer behaviour in a situation where after a random time we can no longer identify a customer despite the customer remaining in the panel and continuing to perform buying actions. We derive explicit expressions for the distribution of the number of purchases by a random customer observed at a random subinterval for a given interval. For the estimation of parameters in the gamma–Poisson scheme, we use the estimator minimizing the Hellinger distance between the sampling and model distributions, and demonstrate that this method is almost as efficient as the maximum likelihood being much simpler. The results can be used for modelling internet user behaviour where cookies and other user identifiers naturally expire after a random time.

A Comparison of the impact of advertising on Customer Buying Behavior Through Different Media

Advertising is the main channel of communication between the producer and the consumer.One of the four pillars of the marketing mix, advertising is a component of the promotion mix (product,price, location, and promotion). Advertising is a marketing strategy used to pique customers' interest ina product so they can decide whether or not to purchase it. Marketers use mass marketing strategiesincluding public relations, brand promotion, and advertising. The aim of this study is to compare theimpact of advertising on customer buying action through different media.

Impulse Buying: The Influence of Customer Behavior with User Experience Moderation

The current study aimed to investigate the role of visual merchandising strategies, consumer trust in online stores, and shopping lifestyles that can increase impulsive purchases on the Shopee e-commerce. Furthermore, this study also investigates the role of user experience as a moderating construct. Current study was conducted at Denpasar City. This study targets the entire population who use the Shopee e-commerce platform in Denpasar City. Through purposive sampling and the Roscoe formula, 125 respondents were obtained. Empirical data was collected through questionnaires and analyzed using the PLS-SEM approach. The study findings confirm that a crucial component in creating impulsive buying actions among consumers is a lifestyle that always wants to increase value and self-image. Moreover, a good user experience also becomes the driving factor that creates unplanned purchases, especially when various promotions are held. Interesting findings in this study are that there is no significant relationship between visual merchandising and online store belief constructs on impulse buying and the failure of user experience in moderating the relationship between each construct. These findings demonstrate that consumers' impulsive buying activities are not based on trust or the appearance of a visual presentation of the product.

Positive Emotional Attachment Influences Hedonic Shopping Motivation and Celebrity Endorsement on Impulse Purchase of Fashion Products on E-commerce in Java Island

Many factors can lead to impulsive buying actions. This study aims to analyze the effect of hedonic shopping motivation and celebrity endorsement on impulse buying with positive emotional attachment.This study uses primary data obtained from respondents' answers, namely consumers of fashion products in e-commerce on the island of Java. All existing respondents are stratified based on the region which includes: Banten, DKI Jakarta, D.I.Yogyakrta, West Java, Central Java, East Java. To fulfill the research objectives, the hypothesis was tested with SEM PLS. From the SEM PLS test, it can be concluded that: (1) Hedonic Shopping Motivation contributes to Impulse Buying, (2) Celebrity Endorsement contributes to Impulse Buying, (3) Hedonic Shopping Motivation generates positive emotions that contribute to Impulse Buying, (4) Celebrity Endorsement does not generate positive emotions that do not contribute to Impulse Buying, (5) Positive Emotions contribute to Impulse Buying.

Influence Covid-19 Disinformation Against Panic- Buying Attitudes in Family Whatsapp Groups

This study aims to determine how much influence the distribution of disinformation in the family whatsapp group has on the panic buying attitude of middle-aged housewives in South Jakarta. With the rise of panic buying actions that occurred during the period leading up to the strict PSBB period in April 2020, researchers wanted to see if there was an influence on the use of social media, especially WhatsApp, which had increased since this pandemic happened. The method used in this research is quantitative with explanatory type. Information Integration Theory from Martin Fishbein is the theory chosen by the researcher in this research. The sample in this study amounted to 204 middle-aged housewives living in South Jakarta, which were divided based on the proportion per district using a purposive sampling technique. The results of this study found a very strong relationship and influence between the distribution of disinformation in the family whatsapp group and the panic buying attitude of middle-aged housewives in South Jakarta. The dimensions of the theory used by researchers, namely the valence and weight of information on disinformation messages were found to have a strong relationship and influence with the panic buying attitude of middle-aged housewives in South Jakarta. The government and the public often pay more attention to the spread of disinformation messages to prevent emotional contagion that leads to panic buying in South Jakarta. The dimensions of the theory used by researchers, namely the valence and weight of information on disinformation messages were found to have a strong relationship and influence with the panic buying attitude of middle-aged housewives in South Jakarta. The government and the public often pay more attention to the spread of disinformation messages to prevent emotional contagion that leads to panic buying in South Jakarta. The dimensions of the theory used by researchers, namely the valence and weight of information on disinformation messages were found to have a strong relationship and influence with the panic buying attitude of middle-aged housewives in South Jakarta. The government and the public often pay more attention to the spread of disinformation messages to prevent emotional contagion that leads to panic buying in South Jakarta.

‘Mind will not mind’ – Decoding consumers' green intention-green purchase behavior gap via moderated mediation effects of implementation intentions and self-efficacy

Why do green consumers' purchase intentions often not convert into actual green buying actions? Within green attitude-intention-behavior research, the intention-behavior discord debate is under-researched. Limited research focuses on bridging this intention-behavior gap using consumers' intrapsychic traits (consumers' self-driven traits of psyche or personality). Using a dual-theory perspective, this study analyses whether implementation intentions and self-efficacy types can motivate green consumers to initiate their green actions. The proposed hypotheses are empirically validated using 674 green consumers using a structured questionnaire survey method. Further, Anchoring Vignettes Mechanism has been employed to improve data reliability and ward-off biases in survey measurement. The study decodes that when consumers are provided with cues for implementation intentions and self-efficacy, the combined effect results in motivating consumers toward green action initiation. The moderated-mediation analysis reveals an improved transition of green intentions to green behaviors with increased self-efficacy. The findings provide practical implications for encouraging green purchases.

Impact of Digital Marketing on Customer Buying Behavior (Residential Real Estate)

Abstract: The study is to examine the impact of digital marketing on the customer buying behavior and to find out the customers are sensible of digital marketing and the digital channel’s impact on their purchase decision. The study is carried out through checks from 148 respondents and Responses from the client. The rating scale was used to get the respondents' final results from the questionnaire. The questionnaires were distributed to 180+ and got 148 responses from respondents. The Rate scale will be used to measure a person's perception and attitude or opinion. The results are interpreted to show the impact of digital marketing on customer buying behavior. The findings revealed that customers are apprehensive of digital marketing and prefer to book site visits through digital channels in their buying actions. The study is performed in a particular geographical area, particularly residential real estate customers or leads and this may be considered as a limitation to judge the purchase opinion of varied regions. As the world moves towards a digital period, the various digital channels play a vital place in the increase of sales of any company’s products or generating leads for the Business. So, the present study attempted to reveal the impact of digital marketing on customer buying behavior- Residential Real Estate. This result helps us to change the Digital Marketing Strategy plan Developed for the Residential Real Estate (Vue Residences).

Impact of Aspirational Reference Group on Consumer Buying Behaviour –A Structured Model

This paper introduces a Structured Equation Model that describes impact of Aspirational Reference Group on psychological constructs of consumers namely Perception, Attitude, Learning and Familiarity. This paper also explains their impact on consumer buying action. Aspirational Reference Groups always have been major stimulators of consumer purchases. Celebrity Endorsement is a major tool of using aspirational groups as impact creators. Since decades celebrities have been involved in endorsing products and offerings. Corporates are using celebrities as Brand ambassadors to generate more recall value and sales. Especially in India, in recent years celebrity endorsement has become a vital element of advertising strategy. This motivated the Researchers to study impact of Aspirational Group Appeals on psychology of consumers which in turns impacts the consumer buying behaviour.in this study 300 respondents from different demographic profiles were surveyed through a structured questionnaire. The model is created through Partial Least square-Structural Equation Modelling. Findings of this research projected that celebrity endorsers significantly impact the psychological constructs of consumers and also the buying behaviour. Perception is identified as most impacted psychological construct. The study established positive relationship between celebrity endorsements and consumer buying behaviour

Stock Price Behaviour around the Announcement Date of Cash Dividend on the Indonesia Stock Exchange

This study aims to explain the stock prices behavior around the announcement date of cash dividends. The study compares the stock prices a week before the cumulative date, cumulative date, record date, a week after the record date, and two weeks after the record date. The stock prices are also compared to the cash dividends nominals in 2017 and cash dividends in 2018. The researcher obtains the research data from LQ45 companies in 2018. The data is tested using the Wilcoxon Signed-Ranks Test. The results show that the date of announcement and recording of dividends do not have an impact on the increase in stock prices, but the result shows a decline in stock prices. The results of this study imply that the announcement of cash dividends does not trigger stock buying action around the announcement date for the companies who distribute cash dividends.

Modeling Distress in US High Yield Mutual Funds Before and During the Covid-19 Pandemic

Abstract Research background: In March 2020, when the US financial markets were in the grip of the COVID-19 crisis, the Fed instituted various policies and programs to alleviate stress in financial markets. One such program involved the Fed purchase of securities and ETFs in certain market segments, including high yield bonds. This buying action inspired investors to join the Fed (or front-run the Fed) in the high yield bond market, resulting in the tightening of spreads in that market to historically tight levels. Purpose: In this research we investigate whether investors could have seen any signs of higher liquidity risk in US high yield mutual funds since the beginning of COVID-19 pandemic and avoid it. Theoretically, funds with heightened liquidity risk should have higher historical returns (adjusted for interest rate risk and credit risk) because borne risk requires return as compensation. But because of the unusual market conditions during the COVID-19 pandemic investors could look inside funds (to see what bonds the funds owned) and then avoid funds with holdings known to be less liquid. Research methodology: The study is based on data on US mutual funds from the Morningstar Direct database. The authors made a serial correlation model with an AR(1) process and the lagged effects model vs CAPM model to measure two proxies for liquidity risk for each US high yield mutual fund in our fund universe, in order to identify those funds at particular risk for portfolio illiquidity since the beginning of the COVID-19 pandemic. Results: it is found that the proposed measures may be an effective tool for selecting high yield funds against liquidity risk. Therefore, they should be considered by investors or analysts as a practical tool to identify funds that might be illiquid. Novelty: The study focuses on the liquidity risk in US high yield bond mutual funds before and after the outbreak of the COVID-19 pandemic, which was a crisis situation with implications for liquidity risk. The methods used and results achieved may be a basis for studies of other types of funds and markets outside the USA.

Buying behaviour model of early adopting organizations of radical software innovations

PurposeThis paper aims to investigate the dynamics of the organizational buying process of radical software innovations. Acquisition of technology innovations by early adopting organizations has been studied previously with scant attention being given to the actual buying process and the risk mitigation mechanism. This paper addresses these gaps in the literature and this paper finds evidence to support that the organizational buying process of radical software innovations is different from the general models of organizational buying.Design/methodology/approachMethods from the grounded theory approach were used to conduct 20 in-depth interviews with senior industry practitioners. Purposive sampling was used to identify the participants.FindingsA theoretical model of the organizational buying process of radical software innovations emerged with themes and concepts that explain the dynamics of the buying and adoption processes. The paper challenges the fundamental tenet of organizational buying that needs recognition triggers the buying process. An interesting nuance was found that risk is mitigated within the buying action itself.Practical implicationsAn understanding of the buyer behaviour process will help marketers of radical software innovations to formulate the appropriate marketing response. Sales personnel can attune their customer interactions when helping customers to acquire a radical software innovation. Firms that want to be early adopters and innovate can tune their buying process in line with the findings.Originality/valueThis paper develops a typological buying model. It unravels the dynamics of the adoption process by discussing how early adopting organizations buy radical software innovations. New concepts with rich explanatory powers are discussed.

ANALYSIS EFFECTIVENESS OF ADVERTISING ON WEB SERIES TO THE DECISION OF PURCHASING TROPICANA SLIM STEVIA (Study on Sore: Istri Dari Masa Depan Web Series)

Web Series includes new media to advertise, the effectiveness seen in this research is after viewers watch the Web Series Sore: Istri Dari Masa Depan will take action to accept the existing products therein. This study aims to determine the audience response from the effectiveness of interactive advertising on the Web Series media to purchase decisions, and know how closely and how much influence the relationship that occurs therein. The theory used in this study is Interactive Advertising Model, which uses four indicators to see individuals using the media that is, functions, information processes, structures, and outcomes . Then use AIDA theory to see consumer response to purchasing decision by aligning attention, interest, consumer desire after seeing advertisement message that has been presented which will cause consumer action will receive the product. This type of research is survey research, spreading questionnaires on samples of the population that have been determined. Of the 100 questionnaires that have been distributed to obtain the results of Product Moment Correlation Analysis showed a correlation coefficient of 0.587 included in a positive positive relationship. The result of simple linear regression analysis shows that there is a significant influence between variables with percentage of 34.4%, while the remaining 65.6% (100% -34.4%) is explained by other variables outside the model in this study. The conclusion is that the web series media get a significant and positive influence but only 34.4%, because the younger respondents are more interested in how to communicate with interactive, interesting, educate healthy lifestyle, and make alternative entertainment, while to do the buying action after seeing Web Series has not arisen perfect because 65.6% of purchasing decisions of products from other variables.

Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior

Impulsive buying in online setting has become an epidemic as it represents a noteworthy proportion of online shopping. Impulsive buying behaviors with upcoming avenues for future research are under the constant considerations of academicians and practitioners. Despite abundant research on impulsive buying behavior in online context, research scholars demand for further research and empirical evidences for better understanding of the phenomenon. It is therefore worthy question to examine impulsive buying behaviors in online setting. This study seeks to model and empirically examine cognitive aspects as a precursor of emotional aspects that ultimately lead towards impulsive buying actions. This study used cognitive emotion theory and emotion-action tendency to model impulsive buying behavior in online context. Specifically, this study seeks to examine key cognitive aspect (ease of use, informativeness, perceived risk and perceived trust) and emotional aspects (pleasantness and arousal) on impulsive buying actions (web browsing and urge to buy impulsively). A total of 317 survey responses from shoppers of online stores were collected with the help of convenience sampling technique. To empirically test the measurements and propositions, structural equation modelling approach was used. From the results a significant model was emerged. In general results were in support of the assertions that cognitive aspects lead toward emotional aspects that resulted in impulsive actions. This study contributes to the literature of decision making, online retailing and e-commerce marketing. This study offers valuable insight and solid grounds to academicians as well as practitioners concerning online impulsive buying behavior by presenting empirical findings and important implications.

The quasi experimental study of the influence of advertising creativity and exposure intensity toward buying action with aida approach

Advertisement is one of marketing communication forms made by companies to reach sales goal of certain product. Advertising creativity is one of important factors that determines the success of television advertisement, beside that the exposure intensity also be determining factor to make the television advertisement get attention from spectators. To measure the spectators response toward advertisement in this research, the researcher used AIDA model. AIDA (attention, interest, desire, action) model is one of popular response hierarchy models for marketer as guidance to implement the marketing communication activities. The thesis analyzes the influence of advertising creativity and exposure intensity toward the buying action as the final stage of consumer in deciding the decision to buy product. The research used quasi experimental study to 80 respondents as the target market of the advertised, that is ice cream of Haan brand. The experiment as done in 2 treatments, treatment 1: one advertising exposure and treatment 2: three advertising exposures. The Mann Whitney difference test with SPSS program showed no significant differences between treatment of 1 exposure and 3 exposures. The SEM PLS analysis showed that advertising creativity influenced significantly to attention, interest, desire and action in buying product.

Emotional Intelligence and Consumer Ethics: The Mediating Role of Personal Moral Philosophies

Research on the antecedents of consumers’ ethical beliefs has mainly examined cognitive variables and has (with a few exceptions) neglected the relationships among affective variables and consumer ethics. However, research in moral psychology indicates that moral emotions have a significant role in ethical decision-making (Haidt, Handbook of affective sciences, 2003). Thus, the ability to experience, perceive and regulate emotions should influence consumers’ ethical decision-making. These abilities, which are components of emotional intelligence (Davies et al., J Person Soc Psychol, 1998), are examined as antecedents to consumers’ ethical beliefs in this study. Five hundred Australian consumers participated in this study by completing an online questionnaire that included measures of emotional intelligence, consumers’ ethical beliefs and personal moral philosophies (idealism and relativism, Forsyth, J Person Soc Psychol, 1980). Results demonstrate that the ability to appraise and express emotions in oneself is directly negatively related to beliefs regarding actively benefiting from illegal actions as a consumer, passively benefiting at the expense of the seller and actively benefiting from questionable but legal actions as a consumer. The ability to appraise and express emotions in oneself is directly positively related to beliefs regarding ‘doing-good’ (pro-social) actions. The ability to appraise and recognise emotions in others is also directly positively related to beliefs regarding ‘doing-good’ actions as well as pro-environmental buying actions. The effects of the different components of emotional intelligence on consumers’ ethical beliefs are (in most cases) mediated by personal moral philosophies. This study demonstrates the relationship between emotional intelligence and consumer ethics and highlights the interplay of affect and cognition in consumers’ ethical decision-making.

An Empirical Study on The Effects of Co-Branding on Customer Satisfaction, Customer Reliability and Buying Action by Small and Medium Sized Distribution Firms

An Empirical Study on The Effects of Co-Branding on Customer Satisfaction, Customer Reliability and Buying Action by Small and Medium Sized Distribution Firms

Beauty Contests and Fat Tails in Financial Markets

This study seeks to explain the emergence of fat-tailed distributions of trading volumes and asset returns in financial markets. We use a rational expectations form of the herding model. In the model, traders infer other traders' private signals regarding the value of an asset by observing their aggregate buying actions. The rational expectations equilibrium outcome entails an upward sloping demand curve. This is because the information contained in others' signals is more encouraging than is reflected in the incremental price. That is, there are strategic complementarities in informed traders' buying actions. In this environment, we show that equilibrium trading volumes and asset returns follow fat-tailed distributions without making any parametric assumptions on private signals. Specifically, we demonstrate that the trading volume follows a power-law distribution when the number of traders is large and the signal is noisy. Furthermore, we provide simulation results to show that our model successfully reproduces the observed distributions of daily stock returns.

An Innovative Marketing Model Based on AIDA: - A Case from E-bank Campus-marketing by China Construction Bank

In mature marketing, general perception towards AIDA is that most enterprises will lay emphasis directly on value proposition of a product or services, and encourage clients going to each step of AIDA layers, finally to increase the total number of final step, say enlarging the number of actual buying action. However to some extent, the efficiency of such a simple model appears strongly inadequate. Based on AIDA theory and market feature of universities via e-bank at China Construction Bank (CCB) , this paper has introduced a new marketing model which present a new value proposition (new value proposition is attempting to focus on practical-teaching innovation and job competency improvement) to accelerate AIDA marketing activities at university market, the outcome further helps to grow AIDA at bigger market groups. Finding of this paper shows new model greatly improved marketing efficiency of e-bank services from CCB at university market, and it also unfolds a new perspective in marketing of the enterprises.

Packaging -An Innovative source of Impulsive and Abrupt Buying Action

Good packaging and eminence product that matches the price over and over again calls for recurring patronage from consumers which allow the firm to hang about in business. Attractive packaging of products creates voluntarily available market for the firm and may reduce on advertising cost. This study examines the result of good packaging of products on consumers buying alternative as well as on impulse buying. Data were obtained from the supervision of 100 copies of a structured questionnaire to consumers who come for shopping at market places, supermarkets and high traffic points across the Punjab using deliberate sampling technique. The test results revealed that 79 and 81% of consumers decision to purchase a particular product as well as impulse buying was accounted for by the packaging approach of the product, while the chi-square results indicated that attractive packaging inclined consumers buying choice and impulse buying (p>0.05).

Unmanned Bonds: the Impact of Self-Automated Service on Consumer Loyalty

Self-service is a type of service, where a customer can perceive his/her buying action with more self-involvement. Since a customer has an impact on the quality of the creation of the service experience, it naturally has an effect on the image of the company. The loyalty to a store or a brand is affected by the customer's experience as well. This effect on customer attraction to a company is an important variable in business. The literature therefore identified four main loyalty forms in the area of consumer behavior: brand loyalty, vendor loyalty, store loyalty and service loyalty.Before installation and during the usage of self-service automated systems, it is useful for vendors to know if it would not discourage some customers. Yet, the affect of self-service option deployment on customer loyalty is not known. The purpose of the research was to investigate and relate certain consumers' traits to the usage/preference of self-service technology. It was discovered that, on average, more than 50% are active users and prefer ASS to personal service. The discovery of enhanced attitude towards a company, which offers self-service option, suggests opportunities of new type of loyalty development.The structure of the paper is determined by the scope of the research purpose. In the first two parts of the paper, the theoretical framework behind the proposed approach was evaluated. The methodological and analysis chapter discusses consumer behavior from a service and store loyalty perspective. The hypothesis of this paper is that the choice of self-service technology leads to a trait in that technology, resulting in a positive attitude towards the company. The empirical research is based on a sample of 547 respondents and addresses the potential existence of technology-driven loyalty. Usage patterns and opinions are assessed. Comparison of means and binomial regression were used to test for significant linkages between traits and usage/preference for self-service technologies.Research objectives were: a) review the literature about consumer interaction with self-service technologies and identify missing gaps/contradictions in existing knowledge b) describe consumer traits, that are influential for certain attitudes towards self-service technologies c) evaluate the importance of different consumer traits for preference and usage, using a statistical analysis and data from the survey; classify the traits on demographical parameters and d) provide recommendations for further exploration and implications for practical application.The findings indicate that consumers with a positive attitude towards self-service machines express an increased attraction to service providers. However, the frequency of usage has not a significant impact on the perception off self-service technology attributes. Furthermore, the findings show that the perceived advantages of self-service technology are homogenous among various users groups. The enhanced attitude towards a company, which offers a self-service option, suggests opportunities of a new type of loyalty development. Moreover, customers were grouped by demographic variables, indicating that younger and higher income customers are more loyal to technology-related service attributes.http://dx.doi.org/10.5755/j01.ee.22.2.317