Consumer Purchase Intention Research Articles

Analysis The Influence of Viral Marketing on Consumer Attitudes and Purchase Intentions at Bukalapak in South Kalimantan

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh Viral Marketing (X) melalui informativeness, entertainment, irritation, source credibility dan incentive sebagai variabel eksogen terhadap sikap konsumen (Z) dan minat pembelian (Y) sebagai variabel endogen pada Bukalapak di Kalimantan Selatan. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan jumlah sampel sebanyak 125 orang dan menggunakan teknik purposive sampling. Teknik analisis data yang digunakan untuk mengetahui pengaruh antar variabel dalam penelitian ini adalah PLS-SEM. Hasil penelitian menunjukkan bahwa informativeness, entertainment dan incentive tidak berpengaruh terhadap sikap konsumen, sedangkan irritation dan source credibility memiliki pengaruh terhadap sikap konsumen pada Bukalapak di Kalimantan Selatan. Informativeness, source credibility, incentive, dan sikap konsumen memiliki pengaruh terhadap minat pembelian, sedangkan entertaintment dan irritation tidak memiliki pengaruh terhadap minat pembelian pada Bukalapak di Kalimantan Selatan. Pada pengaruh tidak langsung, informativeness, entertainment, dan incentive tidak memiliki pengaruh terhadap minat pembelian melalui sikap konsumen, sedangkan irritation dan source credibility memiliki pengaruh terhadap minat pembelian melalui sikap kosumen.

Pengaruh Influencer Media Sosial Instagram terhadap Niat Beli Konsumen Produk Scarlett yang Dimediasi oleh Kredibilitas

This study aims to explore the influence of Instagram social media influencers on consumer purchase intentions of Scarlett products, with influencer credibility as a mediating variable. A quantitative approach with descriptive and causal methods was used in this study. Data analysis was carried out using SmartPLS 4.0. The results showed that influencer credibility significantly mediates the relationship between the influence of social media influencers and consumer purchase intentions of Scarlett products. Conclusion, 1) Respondents rated the variables of Instagram social media influencers, influencer credibility, and purchase intentions of Scarlett products in the good category. 2) Instagram social media influencers have a positive and significant influence on consumer purchase intentions of Scarlett products. 3) Influencer credibility also has a positive and significant influence on purchase intentions. 4) Influencer credibility effectively mediates the positive influence of Instagram social media influencers on consumer purchase intentions of Scarlett products. Keywords: Social Media Influencers, Credibility, Purchase Intention

Live Streaming Channel Selection and Sales Strategy of Brand Suppliers Based on Consumer Purchase Intention

Live Streaming Channel Selection and Sales Strategy of Brand Suppliers Based on Consumer Purchase Intention

The effects of social network relationships and social media influencer characteristics on consumer purchase intention in Chinese online community

The effects of social network relationships and social media influencer characteristics on consumer purchase intention in Chinese online community

Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment

Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment

Peran Niat Pembelian Online Pada Media Sosial Instagram: Mediasi Advertising Attitude dan Advertising Clicks

The rapid growth of social media users in Indonesia has prompted researchers to identify factors that impact consumer purchase intentions through advertising click activities, such as informativeness, entertainment, irritation, emotional appeal, credibility, and privacy concerns mediated by advertising attitude. This research examines how informativeness, entertainment, emotional appeal, and privacy concerns simultaneously influence attitudes toward advertising and purchase intentions. This study employed a quantitative approach through an online survey with a sample of 321 respondents residing in major cities in Indonesia. This study applied purposive sampling with individual criteria as Instagram users were exposed to ads within the last month, and the data were analyzed through structural equation modeling. The results of this study show that advertising attitude fully mediates informativeness, entertainment, emotional appeal, and credibility toward advertising clicks, which drive purchase intentions. Meanwhile, irritation and privacy concerns have a negative impact on advertising attitudes. This research proved that Incentives have a direct influence on purchase intention. Suggestions for future researchers need to consider the classification of ad product or service categories so that advertisers can better understand consumer behavior and provide ad impression effectiveness according to the target audience

The Role of Social Network Marketing on Consumer Engagement and Purchase Intention: A Review

This paper explores the influence of social network marketing on consumer engagement and purchase intentions. As a vital component of modern marketing, social network marketing leverages social media platforms to promote products and services, becoming a primary strategy for businesses to attract and interact with consumers. Through a literature review and case studies, this paper delves into the mechanisms by which social network marketing enhances consumer engagement, including the roles of social interaction, user-generated content, and social proof. Additionally, it examines how personalized marketing strategies and social recommendations within social network marketing influence consumers' purchase intentions. Finally, the paper discusses the limitations of current research and proposes future research directions to deepen the understanding of social network marketing's impact.

Pengaruh Live Streaming Tiktok dan Online Cutomer Review terhadap Minat Beli Produk Camille Beauty

This study aims to analyze the influence of TikTok Live Streaming and online customer reviews on consumer purchase intention towards Camille Beauty products. A quantitative approach was used in this study involving 170 respondents who had watched Camille Beauty's TikTok Live and read its online reviews. The sample was taken using non-probability sampling with a purposive sampling technique. Data were collected through questionnaires and analyzed using SEM (Structural Equation Modeling) based on PLS (Partial Least Squares). The results showed that Live Streaming significantly influenced purchase intention, with access to information as the most influential indicator, while streamers or presenters had a relatively low influence. Online Customer Reviews also significantly influenced purchase intention, with review quality as the best indicator and the quality of explanation regarding the advantages and disadvantages of the product as the lowest indicator. Overall, the variables Live Streaming and Online Customer Reviews have a simultaneous effect on consumer purchase intention. Keywords: Live Streaming, Online Customer Review, Purchase

Peran Citra Merek dalam Memediasi E-Wom terhadap Minat Beli Produk Handphone di Sosial Media Facebook

This research aims to investigate the influence of electronic Word of Mouth (e-Wom) on consumer purchase intention, with brand image as a mediating variable. e-Wom is increasingly crucial in digital marketing, shaping perceptions and purchasing decisions. Brand image is expected to explain the relationship between e-WOM and consumer buying interest. Quantitative methods as the main basis. The type of research used in this research is descriptive and verification. The results of this research found that e-Wom influences the Buying Interest variable through the mediation of Brand Image, there is a positive and significant indirect relationship. It is hoped that the practical implications of these findings can guide marketing practitioners in designing more effective strategies for managing e-WOM and building a strong brand image to increase consumer purchasing interest in the digital marketing environment. Keyword : Brand Image, E-Wom, Facebook, Purchase Intention

The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model.

Augmented Reality (AR) offers a rich business format, convenient applications, great industrial potential, and strong commercial benefits. The integration of AR technology with online shopping has brought tremendous changes to e-commerce. The Technology Acceptance Model (TAM) is a mature model for assessing consumer acceptance of new technologies, and applying it to evaluate the impact of AR online shopping experiences on consumer purchase intention is an urgently needed area of research. Firstly, the typical applications of AR in online shopping were reviewed, and the connotations and experiences of AR online shopping were summarized. Secondly, using the five types of AR online shopping experiences as antecedent variables, and perceived ease of use and perceived usefulness as intermediate variables, a theoretical model was constructed to explore the impact of AR online shopping experiences on customer purchase intentions, followed by an empirical study. Finally, suggestions were proposed for optimizing the online shopping experience to enhance purchase intentions. The article expands the application scenarios of the Technology Acceptance Model and enriches the theory of consumer behavior in Metaverse e-commerce.

The Influence of Electronic Word of Mouth Through Tiktok Social Media Platform on Consumer Purchase Intention on Beauty Products Scarlett Whitening In Bandung City

This study examines the impact of Electronic Word of Mouth (e-WOM) on TikTok regarding Scarlett Whitening products and their influence on Purchase Intention. The objectives are to evaluate the effects of Information Quality, Information Quantity, Information Credibility, Information Usefulness, and Review Valence on Purchase Intention, mediated by Information Usefulness and Information Adoption. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0, data from 210 Generation Z and millennial respondents in Bandung were analyzed. The findings reveal that Information Quality, Quantity, Credibility, and Review Valence significantly enhance Information Usefulness, which in turn positively affects Information Adoption and Purchase Intention. High-quality, credible, and well-quantified information along with constructive reviews significantly improve user perception of usefulness, leading to higher information adoption and ultimately boosting purchase intention. These insights are crucial for marketers to design effective information strategies on TikTok to enhance consumer decision-making and increase product sales. Future research should incorporate additional variables such as trust and brand image to further understand their influence on purchase intention.

High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram

This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.

Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality.

Social commerce blurs the boundary between online social interaction and online shopping. The emergence of video streams introduces novel marketing modalities to social commerce. However, there is a paucity of comprehensive studies investigating the impact of emerging marketing techniques such as short videos and live streaming on consumer purchase intention. This study employs Bourdieu's conceptual framework to construct a Field Theory-based model, investigating the impact of atmospheric and capital characteristics of social commerce platforms on consumer purchase intention through affective and rational pathways, respectively. A survey involving 515 Chinese social commerce consumers demonstrates that atmospheric characteristics (emotion and social presence) and capital characteristics (information quality and quantity) in video streams enhance similarity and power. Both similarity and power are associated with an increase in consumer purchase intention. This study validates the dual-path influence of social commerce characteristics and discusses theoretical and managerial implications.

Consumer Purchase Intention: A Study based on Content Marketing, Consumer Value

Consumer Purchase Intention: A Study based on Content Marketing, Consumer Value

Mediating effect of emotional response between streamers’ characteristics and consumer purchase intention in E-commerce live streaming

Mediating effect of emotional response between streamers’ characteristics and consumer purchase intention in E-commerce live streaming

Comparison of Studies Conducted in the Field of Neuromarketing and Artificial Intelligence Using Bibliometric Method

Abstract Neuromarketing research focuses on consumer purchase intention, decision-making processes, purchase behavior, brand awareness, brand loyalty, and repeat purchase behavior. In these studies, consumer behavior has been analyzed using neuroscientific methods and tools. The most commonly used tools include Functional Magnetic Resonance Imaging (fMRI), Eye Tracking, Electroencephalogram (EEG), Positron Emission Tomography (PET), Transcranial Magnetic Stimulation (TMS), Magnetoencephalogram (MEG), Steady State Topography (SST), Implicit Association Test (IAT), Facial Electromyography (fEMG), Automatic Face Coding (AFC), Skin Conductance Response (SCR), and other methods for measuring physiological responses. However, the use of these neuroscientific tools is not always possible due to economic constraints and lack of experimental design. Neuroscientific imaging and measurement methods are not preferred in every study due to their high costs and expertise requirements. However, when neuromarketing studies are examined, it is seen that methods such as Eye Tracking, EEG and fMRI are used more widely. These tools contribute to a deeper understanding of consumer behavior. In order to better analyze consumer behavior, it is of great importance to convey marketing stimuli and messages correctly. In the field of marketing, the effect of stimuli conveyed to consumers using the five senses is one of the focal points of neuromarketing. More than one neuroscientific method should be used together to understand consumer intentions, thoughts and purchasing behaviors. In this way, the obtained data can be analyzed more comprehensively and clearer insights can be provided about neuromarketing. The aim of this study is to present a comprehensive assessment of the use of neuroscientific tools by examining the publications in the field of neuromarketing in the Web of Science database between 2010-2024 with bibliometric analysis. The study will address the limitations of not using more than one neuroscientific tool together in neuromarketing research and the inadequacy of analyses supported by artificial intelligence. A more holistic approach will be proposed to address these shortcomings and a guiding resource for future research will be created.

Addressing concerns about sustainability and animal welfare: Investigating consumers' adoption and behavioral intention towards plant-based eggs.

This study aimed to address the concerns regarding sustainability and animal welfare that have led to egg shortages. By examining consumer adoption and purchase intention towards plant-based eggs as a viable alternative, this study identifies the key factors influencing consumer interest. The study integrates the Theory of Planned Behavior (TPB) and Value-Attitude-Behavior (VAB) frameworks. Data from 239 responses were collected through a questionnaire survey and analyzed using SPSS 27.0 and AMOS 28.0. The results highlight the significant impact of intrinsic food value and sensory appeal on purchase intention. Attitude, subjective norms, and perceived behavioral control mediate the relationship between food value and purchase intention. The findings of this study provide valuable insights for food industry professionals by enabling them to develop targeted strategies. Moreover, this study emphasizes plant-based eggs as a sustainable and health-conscious solution to egg shortages, thereby promoting overall industry sustainability.

I genuinely recognize you: how technological engagement and privacy increase the online purchase intent of consumers

Purpose The purpose of the study was to explore the purchase intention of online consumers by proposing and validating a model supported by exhaustive reviews from top-rated journals, where digital technology, consumer privacy, consumer engagement and online advertising were the extracted constructs influencing consumer learning on digital platforms and finally evaluating the purchase intention of online consumers. Design/methodology/approach A questionnaire representing these constructs was then sent to the 470 respondents on LinkedIn, and then designations like business heads, managers and faculty from educational institutions were selected using a stratified sampling technique and, finally, PLS-SEM robust computation standards aided in research model assessment and validation. Findings Results predicted that the variance explained by individual independent constructs defines consumer privacy as a priority for companies, followed by online advertising, consumer engagement and digital technology while measuring the final purchase intent for online consumption. Also, with dynamism in consumer sentiments and a rapidly changing technological environment, the consumer’s digital behaviour may differ in the coming future in relation to their online purchase intent. Research limitations/implications Current research anticipates that the final online purchase intent of consumers has been vividly covered by our independent constructs, but an unexplained R2 of 31% still promotes prospects related to the existing research. Furthermore, India has a huge rural population that, with a lack of money, has a complex behavioural mindset due to religious issues. Practical implications It is important to note that in a real-time market, a better understanding of the duality of persuasive and smart technology and the evaluation of the performance of social media helps in deciding the final online consumer intent. Originality/value The need for digital transformation has become an essential necessity for companies while managing the expectations and needs of the fastest-growing online consumers.

Prioritizing social media marketing activities: unveiling the SMMA dimensions for enhancing brand attitude, experience, and purchase intention

This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, personalization, trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behaviour factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions.

Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention

PurposeDigitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable scenarios of virtual streamers are still unclear. Focusing on product attribute variances, this paper compares the livestreaming effects of virtual and human streamers to clarify the applicable scenarios for each and assist companies in strategically choosing suitable streamers.Design/methodology/approachWe conducted four experiments utilizing both images and video as stimulus materials, and each experiment employed different products. To test the proposed model, a total of 1,068 valid participants were recruited, encompassing a diverse group of individuals, including undergraduates and employed workers.FindingsThe results indicate no significant difference between virtual and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence their willingness to accept virtual streamers.Originality/valueThis paper is the first to compare the effects of virtual and human streamers in promoting different products to enhance our comprehension of virtual streamers. Given the potential risks associated with human streamers, a comprehensive understanding of the role of virtual streamers is imperative for brands when deploying live-streaming commerce activities.