Consumer Behavioral Intentions Research Articles

스포츠 인플루언서 특성이 해시태그와 소비자 행동의도에 미치는 영향

The purpose of this study is to provide basic data for establishing an effective sports influencer marketing strategy and establishing a fair trade culture, and to investigate the influence of sports influencer characteristics on hashtags and consumer behavioral intentions. From October 1 to 7, 2022, an online survey link was distributed to Instagram users, and 301 out of a total of 325 questionnaires, excluding 24 questionnaires that responded insincerely or collectively, were finally used for data analysis. In this study, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and simple regression analysis were performed using SPSS 27.0, and the results of the study are as follows. First, sports influencer characteristics have a positive effect on hashtags, and second, hashtags have a positive effect on consumer behavioral intentions. Third, sports influencer characteristics were found to have a positive effect on consumer behavioral intention. Accordingly, through a new awareness of the display advertising method of companies and sports influencers using influencer marketing, proper display advertising using hashtags will be activated and a fair trade culture will be established.

Angelic brand name priming: saintly branded food influences brand healthfulness perceptions

PurposeConsumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand’s products are healthful.Design/methodology/approachStudy 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention.FindingsThe results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand name–brand healthfulness priming effect.Research limitations/implicationsThis research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK.Practical implicationsThis study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health.Originality/valueThis research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention).

The effect of meat-shaming on meat eaters’ emotions and intentions to adapt behavior

Eating meat can have detrimental effects on the environment, animal welfare, and a person’s health. However, consumers are often reluctant to reduce their meat consumption and public information-based awareness campaigns show little effect. As an alternative, some vegan activists and pressure groups employ emotion-based campaigns using meat-shaming techniques in the hope to change people’s meat consumption behavior. By publicly and often drastically criticizing consumers, they try to make them experience negative emotions and ultimately change their behavior. In three experimental studies, we explore whether a confrontational approach of putting meat-shaming messages on products is likely to affect consumer behavior. Specifically, we find that meat-shaming messages trigger shame but also other negative emotions that translate into reduced purchase intentions. The content of the message largely determines the different emotions that are evoked. The messages can activate both restore and protect motivations, either stimulating or hindering behavioral change. Interestingly, it does not seem to matter whether the meat-shaming message stems from a governmental organization, activist group, or private person and whether it is framed with a personal or informational appeal. If the source looks credible, the message influences consumer experience and behavioral intentions.

The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

The purpose of this paper is to apply the multidimensional construct of two theories- the theory of consumption value and the information success model, to assess the buying behavior of fashion accessories to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy fashion accessories in online webpages. The study utilizes a deductive quantitative approach by collating the constructs from previous literature and designing a survey. The data is analyzed by employing factor and regression analysis. The results indicated that functional value, conditional value, and emotional value positively impact purchasing behavior toward fashion accessories from digital platforms.

The Analysis of Use of Paytren Payment System in Increasing Consumer Behavioral Intention

The purpose of this study was to analyze the effect of Perceived Usefulness on Behavioral Intention, to analyze the effect of Perceived Ease of Use on Behavioral Intention and to analyze the effect of Perceived Usefulness and Perceived Ease of Use together on Behavioral Intention. The scope of this study focuses on perceived usefulness, perceived ease of use, as independent variables, and behavioral intention as the dependent variable. Henceforth, these variables will be analyzed to what extent these variables affect the process stage of consumer behavioral intention (the dependent variable) in PayTren application users. This research was conducted on 100 Paytren application users in the Greater Jakarta area. This research was conducted by providing questionnaires in the form of online questionnaires using Google Doc media and data collection was carried out over a period of two months from March to May 2022. Based on the research that has been done and the results obtained, the conclusions that can be drawn in research regarding the analysis of the use of the PayTren payment system in fostering consumer behavioral intention, it can be concluded as follows, the variable perceived usefulness has a partially significant effect on behavioral intention. The perceived ease of use variable has a partially significant effect on behavioral intention. The variable perceived usefulness, perceived ease of use simultaneously has a significant influence simultaneously on behavioral intention.

The Influence of Shopee’s Shopping Convenience

This study aims to analyze the influence of online shopping convenience on consumer satisfaction and the effect of consumer satisfaction on behavioral intentions and E-WOM. This study uses a quantitative method and the method used is the Structural Equation Model with AMOS 24.0 software. This research used 235 respondents which was conducted on Indonesian citizens who use Shopee. The variable Convenience of Online Shopping has a positive and significant effect on consumer satisfaction. The consumer satisfaction variable also has a positive and significant effect on consumer behavioral intentions and E-WOM.

Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition

AbstractIn recent years, corporate social responsibility (CSR) has attracted a lot of attention from academics and businesspeople as an essential part of any company's ability to thrive. Many research papers had published focusing on CSR. However, very few studies examine CSR's multidimensions (economic, philanthropic, environmental, and ethical) on behavioral intentions with the mediating impact of brand recognition. To explore customer's hotel experiences, the proposed hypotheses were tested with a Structural equation model. Results show that all forms of CSR (ethical, economic, environmental, philanthropic) positively relate to the hotel's brand recognition and behavioral intentions (revisit intention, making recommendations, willingness to pay more). The link between CSR and behavioral intention is found to be significantly mediated by brand recognition. Because of this, the current study has developed a theoretical framework to explain the interplay among CSR factors, brand recognition, and consumer behavioral intention. By checking CSR activities' impact as a focal factor in enhancing hospitality industry facilities, this study offers empirical implications for hotels.

Driving mechanism of consumer migration behavior under the COVID-19 pandemic.

China is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies. This paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses. The results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention. The COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.

The effect of perceived risk, technology trust, and technology awareness on the consumer's behavioural intention to adopt online pharmacy

The online pharmacy business in Saudi Arabia is facing a great challenge in adoption. Therefore, this paper aims to examine the factors influencing the adoption of online pharmacy in Saudi Arabia. This study was carried out under the Unified theory of acceptance and usage of technology-2 (UTAUT-2) to examine the perception of customers on adopting online pharmacy. SPSS and structural equation modelling-Smart-PLS are used for data analysis. The main findings showed that technology trust and technological awareness has a significant impact on the behavioural intention of the consumer to adopt online pharmacy. On the other hand, it is found that perceived risk has an insignificant influence on the consumer's behavioural intention. It is recommended to further investigate the effect of other factors influencing online pharmacy adoption in Saudi Arabia such as performance expectancy, effort expectancy, social influence and hedonic motivation.

Perceived of ease of use and usefulness: Empirical evidence of behavioral intention to use QR code technology on Indonesian commuter lines

This study aims to estimate the factors determining the perceived behavioral Intention to use the QR code on a smartphone in the commuter line tap-in tap-out ticketing process as an alternative payment. The rapid growth of information technology in the last two decades had become a factor that encouraged individuals and groups to utilize information technology from devices or technological tools as effectively and efficiently as possible to facilitate the activities and business processes being carried out. This research used the probability sampling technique with a random sampling of 100 commuter line passengers. In addition, this research used the data analysis technique of the Structural Equation Model-SmartPLS3.0. The results indicated that perceived compatibility and enjoyment significantly affected the perceived ease of use and usefulness in the consumer's behavioral Intention to use QR Code technology on smartphones as a substitution for purchasing commuter train tickets. However, the three other variables, perceived convenience, self-efficacy, and enjoyment, do not significantly influence the usefulness of using QR Code Technology on smartphones as an alternative for purchasing commuter tickets, and neither do the technological knowledge and perceived compatibility.

The impact of website design on consumer decision making – evidence from North Macedonia

Abstract Today, almost one third of the world population are digital buyers. The hypothesis that more life moves online, the less damage to our environment is still unclear. E-commerce sites and the underlying supply chain can have both positive and negative impacts on the environment. Sustainable web design is an approach to designing websites that puts people and the planet first. It is a growing movement as organizations look for opportunities to reduce their influence on the environment. This research elaborates on determinants of consumer behavior that shape online purchase processes and affect the final consumer decision to buy. It discusses the importance of website design on consumer decision-making in e-commerce. Consumer decision-making and behavior during online shopping in the literature are measured by numerous models. One of the primary motivators for any online store to attract customers is the quality of website design. Website quality refers to the overall excellence, effectiveness, and usability of a website. It influences consumers’ perceptions of product quality and affects online purchase intentions (Sun, Chen, and Huang, 2014) and even continuation intentions (Chawla et al., 2015). Website quality as well positively affects online impulse buying behaviour (Akram et.al. 2018). The design of a website interface plays an important role in online purchasing, and customers are more likely to visit and buy from better-designed websites (Chiu and Yang, 2016). This paper proposes that website design quality is a multi-dimensional construct. To support the importance of the construct, a review of different studies is conducted elaborating on the impact of website design on consumer attitude and behavioral intention in North Macedonia. This study has theoretical and practical implications on the existing knowledge and provides managerial insights for e-vendors implying that to promote online shopping, they need to improve the quality features of the website and enhance users’ trust.

CSR communication and media channel choice in the hospitality and tourism industry

Despite extensive research on corporate engagement in corporate social responsibility (CSR), studies on CSR communication in the hospitality and tourism industry are scarce. Deepening this line of research is necessary to understand properly the real effects of CSR communication on consumers' attitudinal and behavioral responses to companies. In this paper, we test a causal model of CSR communication for this industry based on the hierarchy-of-effects framework. Based on attribution theory, we also explore whether media channel choice affects consumers' perceptions, attitudes, and behavioral intentions in the model. Performing an ANOVA test and multisampling structural equation modeling (SEM), we test our model of CSR communication with two samples that receive the same CSR information about a restaurant chain through a controlled media channel (i.e., corporate website) and a media channel that is uncontrolled by the company (i.e., online newspaper). We collected data from 226 and 240 participants, respectively. The findings suggest that the conceptual model is consistent across the two samples, although the media channel choice significantly affects the strength of several relationships in the model. While consumer–company identification is a stronger mediator in consumers' responses to the CSR message when read in the newspaper, trust is more important for consumers when they evaluate the corporate website. Nevertheless, both media channels report good business returns to the company in terms of consumers' purchase and advocacy intentions. These findings have relevant implications for hospitality and tourism companies, promoting the incorporation of both controlled and uncontrolled media channels into integrated marketing communication strategies.

Effects of campus dining sustainable practices on consumers' perception and behavioral intention in the United States.

Sustainability has become one of the top priorities in the foodservice industry. With an increase in consumer interest in sustainability and educational opportunities in higher education, it is important to know what sustainable practices are implemented in campus dining and how sustainable practices affect consumers' responses. This study aims to identify the key sustainable practices in the campus dining context, and investigate the relationship by applying the stimulus-organism-response framework to determine whether the key sustainable practices influence consumers' perception and behavioral intentions. The self-administered online survey was distributed to college students in 8 dining halls at a large southeastern university in the United States from September 20-October 10, 2019. A total of 382 valid questionnaires were collected, and factor analysis and multiple regressions were utilized to test the research model. This study identified 4 dimensions of campus sustainability with a total of sustainable practices: sustainable food, waste management, energy/water conservation, and recycling/reuse. Three dimensions of sustainable campus practices (i.e., sustainable food, waste management, recycling/reuse) played a significant role in consumers forming a perceived value while energy/water conservation did not significantly influence the consumers' perceived value toward the campus dining. Waste management was identified as the most important practice to enhance consumers' perceived value (β = 0.330). Using sustainable food and recycling/reuse were ranked second and third, respectively (β = 0.262, β = 0.154). The findings confirmed the significant positive relationship between perceived value and revisit intentions. The findings support the inclusion of dining sustainability as a critical component in explaining college students' perceived value and revisit intention toward campus dining. Furthermore, this study provides practical implications for university administrators and foodservice operators to consider the key sustainable practices to meet the consumers' value and revisit intentions.

Predicting Online Shopping Intention: the Theory of Planned Behavior and Live E-Commerce

With the development of new media technology, some new changes have been brought to traditional shopping. In this environment, live streaming e-commerce has been loved by online consumers. We adopted the theory of planned behavior (TPB), perceived interactivity and perceived utilitarian value as the theoretical basis for research. In the part of data collection, we surveyed 600 Chinese online consumers, the results showed that attitude, subjective norms, perceived behavior control, perceived interactivity and perceived utilitarian value significantly affected consumer behavior intention. The article also discussed the practice and theoretical contributions for live streaming e-commerce.

Systematic Review of Literature for Smartphones Technology Acceptance Using Unified Theory of Acceptance and Use of Technology Model (UTAUT)

Systematic Review and Meta-analysis are techniques which attempt to associate the findings from similar studies and deliver quantitative summaries of the research literature [1]. The Systematic review of research literature identifies the common research methods, research design, sample size, parameters used, survey instruments, etc. used by the group of researchers. This study intends to fulfill this purpose in order to identify common research mythologies, dependent variables, sample sizes, moderators and mediators used in the field of analysing technology adoption based studies that utilizes the UTAUT2 model. This research collected over 59 published articles and conducted descriptive analytics. The results have revealed performance expectancy/perceived usefulness, trust and habit as the best predictors of consumer behavioural intentions towards the adoption of mobile application. Behavioural intention was the best predictor of use behaviour among the 57 articles selected. 274 was the mean sample size of research with 25 mean questionnaire items. SPSS and AMOS were the most common softwares used in all 57 studies, and 32 of those studies used UTAUT1 model while 14 researches incorporated the UTAUT2 model. There were also two promising predictors such as perceived risk on behavioural intention and habit on use behaviour.

Intention to Purchase Organic Food with Certification Label: do Trust and Coolness Matter?

Purpose: This study aims to analyze the role of trust and coolness in the intention to purchase organic food with certification label. Theoretical framework: This study is developed under the lens of the Theory of Planned Behavior to understand the intention to purchase organic food with certification label. In addition to the elements covered by the theory, other constructs (i.e., trust and coolness) are explored to predict the consumer's behavioral intention. Method/design/approach: This is a survey with 176 organic food consumers. Data collection took place through the application of questionnaires. Confirmatory Factor Analysis and Structural Equation Modeling techniques were used for data analysis. Results and conclusion: The results evidenced consistency of the Theory of Planned Behavior for the proposed model, and trust and coolness showed to have a relevant role in the intention to purchase. Thus, the study helps managers to reflect on the need to incorporate organic certification into marketing strategies as a way of monetizing the cost of certification. By prioritizing elements such as trust and coolness, certified organic food producers might reach a differentiated niche of consumers who are more sensitive to these features. Research implications: This study sheds light on the importance of marketers to explore aspects of coolness in organic food with certification label as a differentiated consumption experience, as there is evidence that this can increase intention to purchase. Originality/value: This study contributes theoretically by highlighting the applicability of the Theory of Planned Behavior and opens space for debate on the importance of considering other psychological elements when assessing the consumer's behavioral intention.

Analysing consumer behavioural intention on sustainable organic food products

Population growth and improved global incomes have driven a significant increase in the production and consumption of food. Food consumption is known to have significant impacts on public health, individualities, and the environment and most importantly, food consumption is linked to environmental challenges like heightened pollution, scarcity of water, and CO2 emissions always been faced with grave environmental concerns and a massive surge in food intake assumes great significance. Consumers have a responsibility to protect the environment by choosing environmentally friendly products similar to organic food. This study modifies the TPB to model the consumer behavioural intention for organic food, using environmental concern, perceived value, and consumer familiarity as determinants. In the following, we explain how these well-established concepts are related to the three original constructs of the Theory of Planned Behaviour. The results of this study show that environmental concern, consumer perceived value of the product, and consumer familiarity (direct experience) with the product have a positive and significant effect on consumer behavioural intention for sustainable organic foods. In particular, this study finds that consumer environmental concern is the strongest predictor of purchase intention. This suggests that, in a sustainable organic food context, high levels of consumers' environmental concern increased their intention to purchase organic foods. Therefore, if a consumer is more concerned about environmental issues, the consumer will show a stronger intention to purchase sustainable organic food compared to consumers with lower environmental concerns.

Factors Influencing Consumer’s Behavioural Intention towards the Adoption of Mobile Payment in Kuala Lumpur

Purpose: The purpose of the research is to investigate the connection between the adoption of digital payments in Kuala Lumpur and the system's credibility in Kuala Lumpur, Malaysia. The another goal of this study is to investigate the connection between social impact and mobile payment adoption in Kuala Lumpur. In Kuala Lumpur, study the relationship between effort expectation and mobile payment adoption. To determine the association between performance expectation and mobile payment adoption in KL. Theoretical framework: One of the most well-known study models on customer adoption of new technological systems highlights how particular characteristics effect customer adoption. The idea takes into account things like social influences, credibility requirements, effort expectations, and performance requirements. Design/methodology/approach: This is descriptive based study. In this research paper to accurately predict consumer behavioral intention to accept mobile payment in Kuala Lumpur, the study selects 100 students representative of the target population using probability-based random sampling. Findings: Inability to collect information from all Malaysians is the primary justification for using a random sample. Mobile payment acceptance has a high link with expected effort, trustworthiness, and performance, demonstrating that these factors impact adoption. Because the majority of people consider a rapid and dependable mobile payment system to be essential. Conclusion: Mobile payments are rapid. Their relocation is regular practice. Customers can complete the majority of transactions by just pressing their card to the screen.

Impact of logistics performance on the store image, consumer satisfaction and loyalty: a quantitative case study

PurposeThe aim of this paper is to identify the impact of logistics performance on consumer satisfaction and store image in the retail context.Design/methodology/approachThe authors conducted a quantitative study with a sample of 201 consumers. The questionnaire is the instrument that was chosen to collect the data. Data processing was carried out using the statistical package for the social science (SPSS). The data analysis was conducted in two phases. The first phase consisted of testing the reliability and validity of the measurement scales. While the second phase of data processing consisted of testing the research hypotheses on the basis of data collected in the field.FindingsThe results of this research are as follows: consumer satisfaction positively affects their loyalty to the store. The results also indicate that store image affects the satisfaction of consumers. Indeed, “service quality” is often evaluated as a source of differentiation affecting consumer satisfaction. Concerning the effect of logistics performance on consumer satisfaction, the factor “product availability” was found to be the major factor affecting consumer satisfaction. A lack of logistics performance, in the context of retailing, negatively affects consumer satisfaction. On the other hand, when the consumer gets the right quantities at the right time, this can positively affect his satisfaction.Originality/valueAll studies carried out on this subject have presented an evaluation of the performance measures used in supply chain models. However, the results of these works were different in terms of performance measurement. It is difficult to specify the impact of logistics performance with only two variants (checkout level, and shelf level) in the retail context. Moreover, research related to this field in Morocco remains unexplored. In this context, it is necessary to explore the links between logistics performance, store image and consumer behavioral intentions in the Moroccan retailing context while taking into account three variants of logistics performance, which are: checkout level, shelf level and product disponibility.

An empirical study on the types of consumers and their preferences for E-waste recycling with a points system

Improper disposal of electronical waste (e-waste) causes harm to both public health and the environment, and how to effectively recycle and reduce electronical waste has become a common concern around the world. This study focuses on the design of the points system to encourage consumer participation in e-waste recycling programs. Based on the Theory of Planned Behavior (TPB) model, a semi-experimental design method was applied to influence consumer cognition and behavioral intention through information provision in survey design. Two surveys were conducted in two years apart to understand the temporal trend of consumer types and their preferences for the design of e-waste recycling points program. By comparing consumer types before and after the introduction of the points system, we conclude that the points system has a positive impact on consumers' environmental consciousness and recycling intention. The results show that consumers generally have a strong sense of environmental protection after the introduction of the recycling points system, and that different consumer types differ significantly on subjective norm, perceived behavioral control, recycling motivation, points incentives, points redemption and recycling behavioral intentions. This suggests that the design of the points system can not only promote consumers' environmental awareness but also stimulate consumers to actively participate in e-waste recycling. Finally, several policy recommendations are discussed to help apply the points system to the empirical design of e-waste recycling programs.