Consumer Behavior Perspective Research Articles

Strategies Management for Mass Customization in the Apparel Industry: Case of Market Demand and Risk in China

With the development and adjustment of the industrial structure, the manufacturing industry, especially the transformation and upgrading of the apparel industry, is crucial for Chinas high-quality economic development. This paper studies the strategies of cooperation, consumer demand response, and risk identification and control in the mass customization market of the Chinese apparel industry. Firstly, it explores the co-creation strategies among enterprises in mass customization, analyzing cases of efficient resource allocation and cooperation in excellent apparel companies. Secondly, from the consumer behavior perspective, it studies how companies meet personalized needs through combined online and offline marketing models and brand positioning strategies. Finally, analyzing the supply chain, consumers, and internal aspects of enterprises, the risk factors in the mass customization market are identified, and corresponding pre-control measures are proposed. This study aims to provide management suggestions for apparel enterprises in the wave of mass customization, helping small to medium-sized enterprises (SMEs) face market challenges and improve operational efficiency and market competitiveness.

Effects of Risk and Time Preferences on Diet Quality: Empirical Evidence from Rural Madagascar

Malnutrition is a major concern in Madagascar. Eating a wide variety of nutritious food is necessary because Malagasy diets heavily rely on rice consumption. This study explored the barriers to dietary change towards diversification from the perspective of consumer behaviour. We analysed the impact of risk and time preferences on dietary diversity using economic experiments conducted with 539 rural lowland rice farmers in Central Highlands in Madagascar. The results showed that risk-averse or impatient individuals were more likely to have lower Household Dietary Diversity Score (HDDS), indicating poorer diet quality. Risk-averse people may not want to add different foods to meals as they perceive unfamiliar food as a ‘risk’; people who prefer immediate gratification may fail to invest in nutritious diets now to achieve better health in the future. Additionally, higher HDDS was observed among households with a female head who earned off-farm income and who had frequent market visits. These findings contribute to explaining the limited shift in nutritional transition in Madagascar and provide useful insights into nutritional policies promoting healthier food choices. Depending on the preferences, more focused support such as nutritional education, financial support, market development, and pre-commitment mechanisms could be provided to reward long-term nutritional benefits.

Research on the Development Strategy of Cultural and Creative Products of Libraries from the Perspective of Consumer Behavior

ABSTRACTIn recent years, there has been a notable trend and exemplary practice among libraries in effectively developing cultural and creative products. This endeavor not only foster the creative transformation and innovative development of culture, but also meets the escalating demand for high‐quality cultural consumption. Focusing on the consumption behavior of library culture and creative products in China, underscores the critical consideration for libraries, including the evolution of the consumption themes, addressing the symbolic consumption demands, creating new consumption scenarios, enhancing product quality, and augmenting consumer service awareness. Our findings highlight the importance of product diversity and aesthetic appeal, the fulfillment of commemorative value and social value, and the balancing of emotional and cognitive satisfaction in consumer demand. Moreover, the effective integration of both online and offline channels and leveraging the influence of Key Opinion Leader (KOL) are recommended marketing strategies. Regarding pricing, consumers are sensitive to price, preferring products of high quality and originality within reasonable price ranges. Finally, the study highlights the significance of enhancing the overall purchase experience and service quality, which significantly influence subsequent consumption behavior.

A Study on Marketing Strategies for Mobile Online Games from the Perspective of Consumer Behavior

A Study on Marketing Strategies for Mobile Online Games from the Perspective of Consumer Behavior

Factors driving consumer adoption of smart and green building materials: the role of civil engineers and architects

ABSTRACT This study aims to investigate the role of civil engineers and architects in driving consumer adoption of smart and green building materials in Bengaluru, India. A mixed-method approach is employed, including quantitative surveys of 350 consumers and qualitative interviews with 30 civil engineers and architects. The data are analyzed using descriptive, Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and thematic analysis. Income acts as a moderating variable influencing the consumers in adoption. Civil engineers and architects use innovative marketing strategies, public education campaigns, and consumer involvement in decision-making. However, various barriers such as initial costs, limited availability, lack of expertise, and complex regulations prevent widespread adoption. The qualitative analysis highlighted the environmental benefit as the most relevant factor, increasing awareness and providing education as the most powerful strategy. Conversely, the lack of a uniform rating system and certification system is the most critical challenge affecting the adoption of these materials from a consumer behaviour perspective. Therefore, the study recommended incentivising green building materials, promote knowledge via professional development, and expedite regulatory procedures to encourage widespread use. The study uses civil engineers and architects as consumer acceptability influencers to help policymakers create a smart and green building material consumption roadmap.

Covid-19 pandemic, social normative compliance, and sustainable consumption: Evidence from experiments

This research aims to investigate the causal effects of consumers' Covid-19 pandemic experiences on their preferences for sustainable consumption. Drawing on social identity theory, we argue that pandemic experiences heighten consumers' awareness of the importance of adhering to collective social norms, subsequently motivating them to adopt sustainable consumption practices that promote collective interests. Through three preregistered experiments, we demonstrate that: (i) Covid-19 pandemic experiences increase consumers' preferences for sustainable consumption; (ii) this effect is more pronounced for individuals with severer pandemic experiences and females; (iii) pandemic experiences influence sustainable consumption preferences by enhancing consumers' social normative compliance. This study contributes to the understanding of Covid-19's consequences from a micro-level perspective of consumer behavior and offers insights into the factors driving consumers' sustainable consumption preferences.

Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis.

As the concepts of intellectual property and media marketing have gained popularity, media marketing has gradually become an integral part of intellectual property marketing, and its use has become more widespread. However, the field of intellectual property marketing (media marketing) has become confused and faces challenges such as loss of uniqueness and weak consumer connections. Existing research efforts have focused on marketing strategies for branded intellectual property, but have neglected the important perspective of consumer psychology and behaviour. In this study, we use the AISAS model to segment digital marketing and delve into consumer psychology and behavioural factors that influence intellectual property marketing (media marketing). This exploration covers intellectual property content at the attention stage, intellectual property value at the interest stage, emotional trust at the search stage, mental consumption at the purchase stage and fan interaction at the sharing stage. We conducted a comprehensive analysis of the data using SPSS and AMOS, and integrated a consumer attitude questionnaire. The final findings confirm that intellectual property content, value, emotional trust, spiritual consumption and fan interaction all positively influence consumer psychology and behaviour. In addition, we make consumer-centric recommendations to extend the life cycle of intellectual property and promote sustainable brand development.

Why is the Market “Gathered”?—Analysis of the “Heat” of the Market from the Perspective of Consumer Behavior

Why is the Market “Gathered”?—Analysis of the “Heat” of the Market from the Perspective of Consumer Behavior

COVID-19 and its perceived health belief impact on prepared food delivery services from a consumer behaviour perspective

COVID-19 and its perceived health belief impact on prepared food delivery services from a consumer behaviour perspective

The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. The sampling technique used was a purposive sampling technique because the respondents and samples from this study used several criteria. Meanwhile, data analysis in this study uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Social Media Marketing and Influencer Marketing, where FoMO has a positive effect on changes in consumer behavior.

The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. The sampling technique used was a purposive sampling technique because the respondents and samples from this study used several criteria. Meanwhile, data analysis in this study uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Social Media Marketing and Influencer Marketing, where FoMO has a positive effect on changes in consumer behavior.

Celebrity co‐creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision

AbstractThe present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co‐creator) on consumers' advertisement and brand‐based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined n = 486), while one was a field study. Major findings indicate that a celebrity co‐creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co‐creation research from the communications perspective and adds to the literature on celebrity endorsements.

Marketing Communication Analysis of the Consumer Decision Making Process

Consumers often purchase new products associated with preferred brand names. Their favorable attitude toward a brand name is often the result of repeated satisfaction with other products produced by the same company. Sometimes attitudes follow the purchase and consumption of a product. For example, consumers may purchase a branded product without having any prior attitude towards it because it is the only product of its kind available. There are many aspects to consumer behavior. The experience of using products and services, as well as the sense of pleasure derived from owning, collecting, or consuming goods and experiences contribute to consumer satisfaction and overall quality of life. These consumption outcomes or experiences, in turn, influence the consumer's future decision-making process. The importance of ownership and experience, a broader consumer behavior perspective may view consumer choice as the beginning of the consumption process, not just the end of the consumer's decision-making efforts.

“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus and Web of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.

Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior

Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and live, making O2OFDS usage and sedentary behavior common among employees in various organizations. This study aims to investigate the factors influencing employees’ continued intention to use O2OFDS and the effect of sedentary behavior on their subsequent actual use. A research framework based on the expectation confirmation model was proposed, and a two-stage online survey was conducted in China, with 328 valid responses used in data analysis. Partial least squares structural equation modeling was adopted to analyze the data. The results suggest that satisfaction, perceived time-saving, perceived promotion, and desire for food positively affected employees’ continued intention to use O2OFDS. Furthermore, sedentary behavior was positively related to employees’ actual use of O2OFDS and weakened the effect of intention on actual use. The study offers insights for marketers to refine their strategies and enhance customer engagement, as well as for consumers, particularly those who are employed, to balance their use of O2OFDS.

Tourist behavior after service robots

This is a conceptual review paper explains and discusses the role and potential of service robots in tourism and hospitality from the perspective of consumer behavior. The adoption and use of robots have increased rapidly in tourism and hospitality over the past few years due to a number of reasons. With the developments in digital technology and artificial intelligence, the use of robots has become cheaper and easier for businesses in various industries including tourism. Moreover, the developments such as the Covid-19 pandemic accelerated the adoption of robots in tourism and hospitality where interaction with the customer is frequent and intense. In line with the growth of the adoption and the use of service robots in the industry, there is a growing body of research in the field. The future potential of service robots and their adoption by businesses depend very much on a better understanding of service robots. This review study explores attitudes and expectations of consumers regarding the use of service robots at hotels.

Exploring the associations between early maladaptive schemas and impulsive and compulsive buying tendencies.

The main purpose of this preliminary study was to investigate a potential relationship between early maladaptive schemas (EMSs) and impulsive and compulsive buying tendencies in a sample of young adults (college students). This research adds to the cognitive perspective of consumer behavior that the cognitive schemas putatively associated with early experiences may have a strong impact on impulsive and compulsive buying. Data was obtained from 365 participants in a cross-sectional study design. Participants completed an online survey with the following instruments: Young Schema Questionnaire; Impulsive Buying Tendency Measurement Scale; Richmond Compulsive Buying Scale; and Hospital Anxiety and Depression Scale. Using multiple linear hierarchical regressions, we confirmed that the domain of over vigilance and inhibition schemas was positively associated with impulsive and compulsive buying tendencies, while an opposite association was found for the domain of impaired limits. Being a female was also a predictor of impulsive buying and compulsive buying. The results were discussed in terms of the coping mechanisms to deal with negative emotions, as a way to obtain rewards, or as a way to escape painful self-awareness. Other mechanisms related to the internalization of perfectionist expectations and the propensity to shame were also explored.

Pricing Game Models of Hybrid Channel Supply Chain: A Strategic Consumer Behavior Perspective

The current sales model combining online and offline channels meets the diverse requirements of consumers. However, consumers’ inter-channel switching behavior and strategic behavior also pose significant challenges to pricing decisions in the hybrid channel. Using game theory and consumer utility theory, a retailer-driven pricing model is developed to study the optimal pricing problem for each channel in a mixed-channel supply chain considering the characteristics of channel competition and the waiting behavior of strategic consumers. Study results show there is a negative correlation between the proportion of strategic consumers and the optimal pricing and profit of each channel, and as the proportion of strategic consumers rises, the optimal pricing and profit of manufacturers and retailers all trend downward. Incorporating strategic consumers into the pricing model will assist the supply chain in elucidating the behavior of consumer heterogeneity during various decision-making periods and in making reasonable pricing decisions. Effective guiding strategies, such as pre-discount and purchase restrictions, can reduce the profit loss caused by strategic consumer behavior. The optimal combination of pre-announcement discount and strategic consumer ratio can generate the greatest profit for retailers and the supply chain.

Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective

The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented.

Dealcoholised wine: exploring the purchasing considerations of South African Generation Y consumers

PurposeThis study contributes to the scant research on dealcoholised wine from a consumer behaviour perspective by providing insight and reporting on the attributes that South African Generation Y consumers prefer when purchasing dealcoholised wine.Design/methodology/approachA two-phased research approach was adopted, involving a main quantitative phase, preceded by a qualitative phase. Data were gathered from 626 South African Generation Y respondents by means of a questionnaire. The best–worst scaling method was applied to 13 selected dealcoholised wine attributes, to measure the level of importance of each attribute. To gain more insight on the data, the best-worst scaling scores were further standardised to a probabilistic ratio scale.Findings“Taste”, “price” and “I have tried it before” were the most important attributes that respondents considered when purchasing dealcoholised wine. Furthermore, “taste” was by far the most important of all the attributes. The attributes of “back label”, “attractive front label” and “brand name” were identified as the least important by the respondents, suggesting that they did not consider the visual elements of a bottle of dealcoholised wine as particularly important in their purchasing decision.Originality/valueThe findings of this pioneering study contribute to the lack of knowledge about dealcoholised wine from a consumer behaviour and marketing perspective, and provide insights and strategies that can be used by stakeholders to enhance the dealcoholised wine market in South Africa.