Changes In Consumer Behavior Research Articles

The Influence of Shopee Advertising, Online Customer Reviews, and Online Customer Ratings on Purchase Interest on the Shopee Marketplace

Technological advances have resulted in changes in consumer behavior, from offline shopping to online shopping. This study aims to determine the effect of Shopee advertising, online customer reviews, and online customer ratings on purchase interest in the Shopee marketplace. This study uses a quantitative method with the population being Shopee marketplace users in the Sidoarjo area. The sampling technique for this study uses non-probability sampling with a purposive sampling method and the number of respondents is 100 people. The data collection technique is carried out by distributing questionnaires measured on a Likert scale. The data analysis technique for this study uses multiple linear analysis with the help of the Statistical Package for the Social Sciences version 22.0 for Windows program. The results of this study prove that Shopee advertising, online customer reviews, and online customer ratings have an effect on purchase interest, while the effect is positive and significant.

Research on the Influence of Brand Interaction on Social Media Platforms and Consumers’ Purchasing Decision-making Process

With the rapid development of Internet technology and the popularity of social media, the interaction between brands and consumers has undergone profound changes. Social media platform, with its unique real-time, interactive and communication, has become an important bridge between brands and consumers. In the complex and changing market environment, brand building and maintenance is the key to the success of enterprises. With rapid changes in consumer behavior and market competition, brands need to adopt innovative strategies to strengthen their market position and consumer loyalty. The impact of KOL and KOC on consumers on social media platforms is complementary. KOL quickly increases brand awareness through extensive influence and professionalism, while KOC deepens consumers’ trust and desire to buy brands through authenticity and high interactivity. The combination of the two can form a complete marketing chain from awareness promotion to trust establishment to purchase transformation to maximize the marketing effect. This paper aims to explore how brand interaction on social media platforms affects consumers’ purchase decision-making process, and analyze its mechanism, influencing factors and effects, and give suggestions.

The impact of artificial intelligence on marketing communications: New business opportunities and challenges

The purpose of this study was to analyse the impact of the integration of artificial intelligence (AI) technologies on modern approaches to marketing communications, with an emphasis on identifying new opportunities for optimising business processes. A wide range of technologies have been explored to automate, optimise, and personalise marketing processes, enabling companies to interact more effectively with customers and improve the results of their marketing campaigns. Technologies such as machine learning and natural language processing have been examined, which contribute to the analysis of large amounts of data, the formation of forecasts and recommendations, and the automation of content creation and advertising campaign management. In particular, AI allows personalising communication with customers, which increases the effectiveness of marketing campaigns and ensures maximum efficiency of advertising costs. The study provides examples of successful implementation of AI in the marketing strategies of companies such as Netflix, Amazon, Sephora, Coca-Cola, and Google Ads, which allowed them to substantially increase the level of customer loyalty, reduce the cost of storing goods and optimise advertising budgets. The main limitations and risks of using AI are analysed, such as the high cost of implementation, the possibility of algorithm bias, and data privacy issues. Rozetka has developed an AI marketing strategy that includes analysis of current processes, selection of tools and technologies, integration of AI into content personalisation and advertising campaign management, automation of advertising budget management, demand forecasting, and inventory management. Expected economic effects include increased conversions, reduced advertising costs, an increase in the average receipt, and increased company profitability. Thus, AI becomes a key tool for transforming marketing strategies, providing companies with competitive advantages and the ability to quickly respond to changes in consumer behaviour and market conditions

Strategic Agility and Sustainable Competitive Advantage: How to Leverage Top Management Team Characteristics

Purpose: Ubiquitous disruptive innovations and technologies, frequently changing consumer behaviour, and evolving market dynamics in Kenya, have compelled television stations to constantly explore innovative ways to achieve long term business sustainability. Firms must be ambidextrous; balancing the tensions of excelling in current businesses while exploring opportunities for future growth. This requires top leadership teams that are well suited to the challenge of steering organisations in disrupted business contexts. This paper investigated the effect of top management team characteristics on the linkage of strategic agility and sustainable competitive advantage of licensed television stations in Kenya. Methodology: A descriptive cross-sectional survey was employed and primary data was collected using a semi-structured questionnaire. Data from 210 licensed television stations that were operational at the time of the study was analysed using structural equation modelling (SEM). Findings: The results of the study indicated that strategic agility had a positive and significant effect on sustainable competitive advantage of licensed television stations in Kenya. Further, top management team characteristics were a mediator on the nexus between strategic agility and sustainable competitive advantage, as well as a predictor variable of sustainable competitive advantage of licensed television firms in Kenya. Unique Contribution to Theory, Practice and Policy: The research was underpinned by the dynamic capabilities, resource-based view and upper echelons theories. The implication is that, to achieve sustainable competitive advantage, it is crucial for the top management team to possess specific attributes, including a balanced mix of both young and experienced members, diversity in functional backgrounds (especially those with knowledge of disruptive technologies and innovations), varying educational levels, and a mix of long-tenured and new managers.

Investigating Intelligent Forecasting and Optimization in Electrical Power Systems: A Comprehensive Review of Techniques and Applications

Electrical power systems are the lifeblood of modern civilization, providing the essential energy infrastructure that powers our homes, industries, and technologies. As our world increasingly relies on electricity, and modern power systems incorporate renewable energy sources, the challenges have become more complex, necessitating advanced forecasting and optimization to ensure effective operation and sustainability. This review paper provides a comprehensive overview of electrical power systems and delves into the crucial roles that forecasting and optimization play in ensuring future sustainability. The paper examines various forecasting methodologies from traditional statistical approaches to advanced machine learning techniques, and it explores the challenges and importance of renewable energy forecasting. Additionally, the paper offers an in-depth look at various optimization problems in power systems including economic dispatch, unit commitment, optimal power flow, and network reconfiguration. Classical optimization methods and newer approaches such as meta-heuristic algorithms and artificial intelligence-based techniques are discussed. Furthermore, the review paper examines the integration of forecasting and optimization, demonstrating how accurate forecasts can enhance the effectiveness of optimization algorithms. This review serves as a reference for electrical engineers developing sophisticated forecasting and optimization techniques, leading to changing consumer behaviors, addressing environmental concerns, and ensuring a reliable, efficient, and sustainable energy future.

GLOBAL IDENTITY AS A TYPE OF SOCIAL IDENTITY

Globalization has affected, perhaps more than any other force, the way people live, configure their physical environment, create the institutions that govern their activities, and build the markets in which they exchange resources, goods, and services. Economic and cultural exchanges brought about by waves of globalization have led to changes in consumer demographics and psychographics, i.e. changes in consumer aspirations, motivations, and behaviour. Advances in technology, transportation, global exports, and media innovation have made global flows of information, products, and services more widespread and rapid. Cultural exchanges not only contribute to the formation of an expansive culture but also affect the psychological and social identity of people. Globalization promotes the free exchange of ideas and communication throughout the world, which leads to an increase in people’s awareness of the world around them as a whole. Globalization leads to the formation of the general consciousness of people about humanity. In its purest form, this common consciousness of people about humanity is called «global identity». The article aims to consider global identity as a type of social identity. Research methods applied: analysis and generalization of scientific literature to clarify approaches to defining the essence of global and local identity; theoretical generalization for formulating conclusions about global identity as a type of social identity. The psychological effects of local culture on identity are just as effective as the effects of global culture on identity. Local identity can take many forms, from ethnicity to nationality to even smaller local identifications such as neighborhood.

Business Communication Strategy of Tanah Abang Traders Facing the Flow of Live Streaming Commerce (LSC)

Tanah Abang, as one of the largest shopping malls in Indonesia, is facing significant changes in consumer behavior, which is increasingly turning from traditional buying to live-streaming commerce platforms. This research is intended to explore and analyze the business communication strategies implemented by merchants in Tanah Abang in response to the growing trend of live-streaming commerce (LSC). This research uses a case study approach to traders in Tanah Abang and analyzes how they adjust their business communication strategies in line with technological developments and the live-streaming commerce phenomenon. This research methodology uses a descriptive qualitative design, with data collection through in-depth interviews with traders, direct observation at the trading location, and content analysis presented by traders on social media. The results of this study provide valuable insights into business communication strategies suitable for live-streaming commerce, including the use of social media, product promotion, customer interaction, and other tactics. The findings of this study have important implications for merchants in Tanah Abang and similar businesses in various countries that are facing changes in the world of commerce due to the impact of technology and changes in consumer behavior. In addition, this study contributes to the literature on business communication strategies in the context of e-commerce and the rapidly growing live-streaming commerce.

Emerging Trends in Digital Marketing for 2024

The digital marketing landscape is rapidly evolving, driven by technological innovations and changing consumer behaviors. As we move into 2024, several emerging trends will reshape how businesses engage with their target audiences. This article explores key developments such as artificial intelligence (AI)-powered marketing, video marketing dominance, voice search optimization, privacy-centric strategies, hyper-personalization, and the growth of social commerce. These trends emphasize the importance of personalization, data privacy, and immersive customer experiences. Through practical examples and actionable insights, this article provides a roadmap for marketers looking to adapt to these shifts and stay competitive in the fast-paced digital environment of 2024.

From incipience to status quo: Development from theatre to streaming

This paper highlights the profound impact of streaming platforms on the profitability and distribution of mainstream films. Through digital innovations that have since transformed the entertainment industry, consumers have turned to video streaming services such as YouTube and Netflix, advancing accessible and affordable content instead of traditional theatrical releases. This transition, fueled by changes in consumer behaviour and accelerated by the COVID-19 pandemic, has reshaped the film industry’s financial and cultural basis, with streaming platforms offering a viable and often preferable alternative to cinemas. Using a mixed-methods approach, the study analyses historical box office trends and industry professionals’ opinions to investigate the rise of streaming and the oscillating state of theatres. While box office revenues remain volatile, especially for mid-budget and independent films, streaming continues to grow: hitting a projected global market value over $184.3 billion by 2027. Insights from this research are crucial for future filmmakers, industry professionals, business leaders, and entrepreneurs to navigate the rapidly changing landscape of film distribution.

Coffee Shop Dine-in Business Concept Before and During the COVID-19 Pandemic

Dine-in coffee shops were businesses that needed to adapt to significant environmental changes, including the COVID-19 pandemic. The pandemic caused shifts in business models, moving from a focus on traditional products and services to concepts more suitable for the pandemic's constraints. This research aimed to analyze how business concepts evolved before and during the pandemic. A systematic literature review method was employed, utilizing 40 articles from the pre-pandemic and pandemic periods. The findings indicated that coffee shops successfully adapted to extreme environmental changes such as the pandemic and government-imposed restrictions (e.g., lockdowns). The main factors influencing this adaptation included changes in consumer behavior, empathy-based strategies, digital marketing transformations, innovation aligned with consumer needs, and effective management of human resources and brand equity. Keywords: coffee adaptation, coffee shop, COVID-19, literature review, strategy, consumer behavior

Potential Impacts of Diversification of Food Retail Working Hours on Consumer Behaviour and the Benefits for Local Producers in Latvia

The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced products in the food product mix in the country. Accordingly, the present research aims to identify the impacts of the diversification of opening hours of food supermarkets on consumer shopping habits and the implications for creating an advantage for small and medium agri-food producers in selling their products. The research applied a quantitative approach to identify the main trends in society (n = 2738), with a survey including 31 variables to quantify consumer behaviour, values, and opinions and seven socio-demographic variables. If a decision was made in Latvia to close grocery shops on Sundays or reduce their opening hours on weekends, 85% of consumers indicated that they would be unlikely to change their usual shopping location and would plan to shop at a supermarket on other days. The choice between farmers’ markets and local food shops on Sundays would be made by 45% of consumers, with more than half (53%) of them shopping at local food shops at least a few times a month. The research uniquely investigated the impact of reducing supermarket opening hours on the competitive advantage of small and medium-sized agri-food producers. The findings revealed that reducing supermarket opening hours does not confer a competitive advantage to the producers or significantly shift consumer preferences towards their products.

Research on the Green Development of E-Commerce Economy Based on E-Commerce Platform

While innovating global trade and service models, driving profound changes in business models and consumer behaviors, the e-commerce economy is also accompanied by problems such as resource consumption and environmental pollution, which have aroused people's concern and profound thinking about sustainable development. In this context, green development has gradually become a global consensus. It has become an urgent research topic to correctly understand the relationship between them and integrate green concepts into the development of the e-commerce economy to achieve the dual goals of economic benefits and environmental sustainability. This paper selects two major e-commerce platforms, Amazon and JD, as cases, summarizes the current situation of e-commerce platforms and green development, reveals the relationship between the two, points out the challenges faced, and puts forward corresponding solutions, emphasizing the importance of technological innovation, policy guidance, consumer behavior education, and win-win cooperation. This paper reviews the state of e-commerce platforms and sustainable development, highlighting the linkage and addressing challenges with proposed solutions, underscoring the roles of tech innovation, policy, consumer education, and a collaborative strategy. This helps to highlight the vital role of e-commerce platforms in global economic growth and business innovation, increase their emphasis on environmental protection and social responsibility, and promote future paths and prospects in achieving long-term sustainable development goals.

‘I will not use it because the results are bad’ – understanding the influence of the drug checking service on changing consumption behavior

Background Based on the theories of reasoned action and planned behavior, this study aimed to investigate the impact of drug checking services (DCS) on clients’ consumption behavior and to assess the intention to use drugs based on DC results, underlying motives and the consistency between intention and actual behavior. Methods Two anonymous questionnaires were sent to the clients of a Slovenian integrated DCS (No = 364), the first when the DC results were returned by e-mail – including closed and open questions – and the second after 10–14 days to check whether the first intention was maintained. Results The results show that the information provided by the DCS fosters the intention to avoid the use when the substance tested is not the one expected (65.5% of cases), with a strong correlation between the level of health risk of the sample (adulterations, substance other than the one purchased) and attitudes towards drug use. Conclusion Although the results should be strengthened by including larger samples, the study has demonstrated the potential of DCS to reduce health risks, particularly among PWUD and provides an example of how the impact of DCS on behavioral choices can be investigated.

Tobacco consumption behavior change during the COVID-19 pandemic is associated with perceived COVID threat

RationaleTobacco use is a risk factor for COVID-19 adverse outcomes. Despite health implications, data conflict regarding COVID-19 and tobacco consumption. We present results from a survey of health behaviors during the pandemic to identify how COVID-19 influenced tobacco behaviors.MethodsA nationally administered, internet-based survey was deployed between May–September 2020. Of respondents, we analyzed participants who reported current smoking and/or vaping. Our primary outcome of interest was change in tobacco or vape use using measures from the Behavioral Risk Factor Surveillance System, as well as whether participants reported that these changes were related to COVID-19. Our principal exposures were previously psychometrically evaluated measures of anxiety, depression, and novel perceived COVID-19 threat scale with additional adjustment for age. We employed multinomial logistic regression to determine associations between these factors and tobacco consumption.ResultsWe identified 500 respondents who reported ever smoking in their lifetime, 150 of which reported currently smoking at the time of the survey. Of 220 participants who reported any use of vapes, 110 reported currently vaping. Increased perceived threat of COVID-19 was associated with both increased (aRRincrease 1.75, 95% CI [1.07–2.86], P = 0.03) and decreased (aRRdecrease 1.72 [1.04–2.85], P = 0.03) tobacco consumption relative to no change. There were no significant relationships found between perceived threat of COVID-19 and vaping behavior.ConclusionsAs perceived COVID-19 threat increased, people were more likely to increase or decrease their smoking as opposed to continue at the same amount of use, even after controlling for anxiety and depression, both of which are known to affect smoking in either direction. Further study into motivators of changing tobacco consumption behaviors, and how barriers to care from safer-at-home policies and changes in care delivery moderate change in tobacco use will aid planning tobacco reduction interventions during the ongoing and future respiratory viral pandemics.Trial registrationThis manuscript is derived from baseline survey data obtained in the “Understanding Community Considerations, Opinions, Values, Impacts, and Decisions in COVID-19” study. ClinicalTrials.gov registration NCT04373135, registered 04/30/2020.

Tailoring customer segmentation strategies for luxury brands in the NFT market – The case of SUPERGUCCI

This study navigates the intersection of luxury fashion brands and Non-Fungible Tokens (NFTs) in the digital realm. By examining customer segments within the luxury NFT market, this study unfolds insights into changing market trends, consumer behaviors, and brand strategies. Employing data mining approaches, XPath analysis and the k-means clustering algorithm, this study examines user characteristics and behavior on the OpenSea platform, the largest NFT marketplace, with a specific focus on the SUPERGUCCI NFT collection by Gucci. This study identifies three distinct clusters, namely, speculators, casual collectors, and cryptocurrency natives, as well as their characteristics and behavior. The findings illustrate the significant impact of NFTs on customer segmentation and engagement, offering strategic insights for luxury brands navigating technological advancements. As the luxury sector evolves, this study enhances understanding of NFTs' role in consumer engagement and retail strategy within the digital age.

Research on the Positioning and Development Strategy of Archaeopteryx Brand in Chinese Market

As people focus more and more on health, outdoor activities are becoming more and more popular, and Arcteryx, as a leading brand in outdoor activities, has received a lot of attention recently, this paper adopts the literature review and case law method around Arcteryxs itself, and researches on Arcteryxs market strategy, technological innovation, market adaption, market competitiveness, etc., one by one, and this thesis has certain reference value for the positioning and strategy of Arcteryx as well as other outdoor brands in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management, and digital application. This thesis has certain reference value for Arcteryx and other outdoor brands positioning and strategy in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management and digital application. It also points out that the brand recognition and product line concentration in Arcteryxs high-end market are relatively low, and the future should further explore the regional market performance, changes in consumer behavior and the application of virtual technology.

Leadership essential to steer success within the retail sector

PurposeThe purpose of this investigation was to determine the leadership necessary for the retail sector which is having to embrace complexity induced through accelerating changes in consumer behaviour and expanding information accessibility.Design/methodology/approachSemi-structured interviews were used for across 10 disparate retail organisations deployed as case studies safeguarding all quality considerations were fully integrated.FindingsThe findings reveal brands are coping with greater complexity than before. Loyalty is eroding whilst social media increases the complexity for brands to uphold control of their image. Developing the market without sacrificing exclusivity or alienating core consumers necessitates effective leadership. The deductions revealed that despite some leadership styles seemingly more conducive, that specific qualities are more important for the retail sector.Research limitations/implicationsBy selecting ten organisations every effort was made to ensure a greater degree of credibility in the findings. It is acknowledged that this investigation is sector specific. Nonetheless, there exists considerable transferability value as the role of leadership within the retail sector can mirror expectations within other environments.Originality/valueIt was validated that leaders need to foster an organisational culture promoting continuous learning whilst introducing a consumer-first perspective across the business. The findings reinforce how specific traits, behaviours and styles are imperative amongst leaders preserving the success of the retail organisation with less focus on specific leadership styles.

Substantive behavioral aspects of consumer behavior in the conditions of sanctions pressure on the Russian economy

Relevance. Sanctions pressure on the economy of the Russian Federation is one of the most important factors influencing consumer behavior and their consumer preferences. Under sanctions, many social, economic and political aspects influence consumer behavior, from which new consumer trends and changes in consumer behavior emerge.The purpose is to explore the substantive behavioral aspects of consumer behavior under the conditions of sanctions pressure on the Russian economy.Objectives: study changes in consumer preferences in connection with global crises; analyze changes in consumer behavior depending on various factors and price dynamics as a factor in consumer behavior; explore the influence of cognitive distortions on the meaningful behavioral aspects of consumers; propose the concept of business company plans in accordance with new consumer expectations.Methodology. In the process of research, general scientific methods of logical and statistical analysis, field research, as well as qualitative and quantitative analysis were used. Results. The survey showed that consumers have become more frugal and choose domestic brands in order to save money, the study of the impact of cognitive distortions on consumers showed that society is prone to a pessimistic attitude in terms of adopting new domestic products and brands.Conclusions. A business plan under sanctions pressure, aimed at the novelty of the product and its effectiveness, will help companies promote their goods and services on the Russian market during the period of sanctions pressure. Focusing on changing the object of purchase, place of purchase (online trading if possible), timing and methods of procurement in accordance with new motives and customer expectations will give companies an advantage in conditions of market instability and changing behavioral aspects of consumers.

The Influence of Consumer Product Knowledge, Trust, and Risk Perception on Purchase Intention Among Shopee Consumers: The Role of Reviews as a Moderating Variable

The development of e-commerce has changed consumer behavior. With the presence of e-commerce, many habits have changed, starting from previous shopping habits in offline stores, now switching to shopping at online stores using shopping sites and applications such as Shopee, because it makes it easier for consumers to make buying and selling transactions online. However, Shopee, which is a consumer favorite, has several problems, including some consumers who buy products at Shopee feeling disappointed because the goods purchased do not match expectations, thus affecting consumer buying intentions. Several previous studies have shown that there is a relationship between consumer trust and purchasing decisions. This study uses descriptive quantitative research using multiple linear regression analysis. The subjects of this research are Shopee consumers. The variables used in this study are consumer product knowledge, trust, risk perception and reviews as moderating variables. The results of the research show that consumer product knowledge has a positive but not significant effect on Shopee consumers’ purchasing decisions. Meanwhile, the variables of trust, risk perception and reviews have a significant positive effect on Shopee consumers’ purchase intentions. Then the review variable is not able to moderate the relationship between consumer product knowledge and purchase intention. However, reviews are able to moderate the relationship between trust, risk perception and purchase intention.

International experience of foreign countries in the field of light industry

This article presents an extensive analysis of international experience in the field of light industry, in particular, using the example of several effectively functioning foreign countries. Which is a valuable source of knowledge and best practices that can be applied in the context of Kazakhstan.The purpose of this study is to study in depth the international experience in light industry, especially in the context of globalization and increased international competition.This article presents various segments of light industry and types of its products, as well as a comparative analysis of the leading countries of the world and Kazakhstan in the share of GDP attributable to light industry. An important aspect of the study is the analysis of effective experience in creating jobs, promoting social stability, increasing exports and expanding the trade balance, as well as stimulating innovation and technological development. The value of this study lies not only in the study of international experience, which helps to avoid repeating mistakes, but also in adapting successful strategies to the local conditions of Kazakhstan. This will accelerate the development of the light industry by introducing innovations in light industry technology, changes in consumer behavior, taking into account trends in sustainable development, etc. The results of this study will allow us to identify not only the main trends and strategies for the successful development of light industry abroad and consider them, but also apply them in practice in the context of our own country.