Consumer Behavior Variables Research Articles

Analysis of Consumer Behavior Affecting Consumer Willingness to Buy in 7-Eleven Convenience Store

The emerging of new retail stores in Indonesia has brought new competition to the current market competition. The object of this research is 7-Eleven. This research analyzes the relationship between variables of consumer behavior and willingness to buy. This research is purposed to find the relationship between the consumer behavior variables (cultural factor, social factor, personal factor and psychological factor) to the consumer willingness to buy a product in 7-Eleven convenience store. The scope and limitation of this study rounds in the 7-Eleven convenience store in Jatiwaringin, Jakarta with total samples 110 of 150 population average. Data was analyzed by using quantitative analysis. The interpretation of this research shows that the variables and dimensions of consumer behavior has a relationship with the consumer's willingness to buy a product in 7-Eleven Jatiwaringin, Jakarta, even so, there are some variables that has a relationship but not affecting the willingness to buy significantly. The variables that is mostly affecting the willingness to buy in this research shows that social factors giving more affect more that any variables among the consumer behavior variables. The coefficient of determination (R 2 ) is l 0.405 40.5% of the variation that occurs in the willingness to buy is described by all of the independent variables, cultural factor, social factor, personal factor, psychological factor, while the remaining 100% - 40.5% = 59.5% are explained by other variables which is not described in this research.

Antecedents of loyalty toward rural hospitality enterprises: The moderating effect of the customer's previous experience

This paper aims to identify the consumer behavior variables and the moderating effect of customers’ previous experience that generate greater customer loyalty toward rural hospitality enterprises. A model is proposed that encompasses the moderating effect of customer experience on the relationships between: the functional and affective perceived value of the firm's offer; the firm's reputation; and customer satisfaction – and the effect of these variables on loyalty-driven behaviors (recommendation and repurchase intentions). The work finds that functional and affective perceived value influence reputation and satisfaction, and that this effect is moderated by the customer's experience. When they have prior experience of the firm, affective perceived value takes precedence over functional perceived value. However, functional perceived value constitutes the most valued element when customers are using the services of the firm for the first time. Reputation and satisfaction are also found to contribute to the generation of better recommendation and repurchase intentions.

Customer‐Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers

An extensive body of literature documents that positioning is a central success factor for the launch and overall performance of new products in the marketplace. Under certain circumstances, however, the measurement of positioning success can be problematic. Specifically, the application of attribute‐based measurement methods, which are frequently used in practice for this purpose, is subject to limitations in certain situations. For example, these methods can be problematic in product categories where products are evaluated as a whole or where they even lack attributes that create valuable differentiation. Their application can also be difficult in product markets in which the importance of product attributes is constantly shifting or in a cross‐national context where the importance of various attributes is likely to differ across countries. This paper introduces a new approach for measuring positioning effectiveness that helps overcome some key limitations of extant approaches and serves as a support tool for positioning‐related decisions. Positioning effectiveness is modeled as a customer‐based multidimensional construct capturing conceptually relevant dimensions of positioning success (namely dissimilarity, uniqueness, favorability, and credibility) at the holistic product level rather than the individual attribute level. Altogether seven studies show that the proposed positioning effectiveness measure is reliable, valid, and viable to be used across various types of branded products and distinct product categories. The results of the studies indicate the measure's ability to successfully predict important consumer behavior variables such as overall superiority or purchase intentions and demonstrate superior predictive performance compared with common attribute‐based approaches. The recognition of the relevance of different dimensions of positioning effectiveness should also enable new product managers to detect strengths and weaknesses of a product's current positioning, and thus serve as a tool to develop more effective product strategies. The general nature of the measurement instrument makes it particularly suitable for application in (1) longitudinal product‐tracking studies; (2) cross‐national studies involving comparisons of positioning effectiveness between products in different countries; (3) product categories characterized by technological turbulence (and hence attribute instability); and (4) studies aimed at comparing the positioning effectiveness of different products in a portfolio. Boundary conditions for the application of the measure and potential areas for further study are finally considered.

Consumers’ Emotional Bonds with Foreign Countries: Does Consumer Affinity Affect Behavioral Intentions?

The construct of consumer affinity, which captures country-specific favorable feelings toward particular foreign countries, was recently introduced in the international marketing literature. In this study, the authors conceptually advance the consumer affinity construct and develop a measurement instrument for capturing affinity feelings. They also link consumer affinity, country image, and consumer ethnocentrism to key consumer behavior variables—namely, perceived risk and willingness to buy products from, invest in, and visit the affinity country. The findings indicate that consumer affinity is more powerful than consumers’ ethnocentric tendencies in explaining both perceived risk and willingness to buy. The results also show that consumer affinity is more influential than cognitive evaluations of a country for the majority of the behavioral outcomes considered in the study (perceived risk, visit intentions, and investment intentions). Thus, internationally active companies can benefit from leveraging consumer affinity feelings in addition to positive country images. Overall, the study emphasizes the important role of positive affect in shaping consumer behavior, thus complementing prior research that focuses exclusively on the behavioral implications of negative affect (most notably consumer animosity).

Alternative explanations of online repurchasing behavioral intentions

PurposeThis study sets out to employ a cross‐cultural perspective to explore alternative explanations in the development of the online repurchase intentions model.Design/methodology/approachThe proposed constructs of alternative models deal with key online consumer behavior variables such as customized information, web use applications, online service and perceived interactivity which lead to the formation of purchase intentions. These variables form the theoretical foundation for four alternative models. To test these four alternative models 448 online consumers were surveyed in 2007. Structural equation modeling is used to test these models.FindingsThe results demonstrate that the power of customized information lies in its ability to influence consumer satisfaction and perceived interactivity that are proximate to repurchase intentions. The results also show that the link of satisfaction→repurchase intentions provides a meaningful empirical representation of the hierarchical sequence in which the cycle of customer repurchasing process (satisfaction→attitude→repurchase intentions) is related.Research limitations/implicationsOne may examine applications of the findings in the travel industry in practice and reflect upon potential pitfalls when applying the findings of this piece of the present research. Although previous studies reveal the significance between the two constructs, further research can investigate the issue to be generalizable to the many types of e‐B2C services. Second, particularly in terms of the ability to generalize the model, the study did not provide fairly consistent results for different service categories. Studies on other service classes, such as online bookstore and online banking services, may reveal findings that extend the authors' approach.Practical implicationsSimilarity of purchasing attitudes between Korean and UK consumers may allow e‐tailors to design a systematic strategy for generating favorable attitudes toward their web sites, even though standardized online treatment of consumers is not the golden path of internet marketing. Further, the proposed research model (PRM) provides a means of identifying the underlying dispositions associated with the mediating variable.Originality/valueThis is the first study to examine online repurchasing models using alternative explanations. By structuring such alternative models, McKenzie argues that researchers may be better able to judge how the evidence relates to each alternative view. The present approach can be viewed as a significant early step on the path toward a comprehensive understanding of online consumer behaviors in new information communication technology.

Intervening Effects of Knowledge, Morality, Trust, and Benefits on Support for Animal and Plant Biotechnology Applications

Data from a regional Southwest telephone survey in the United States (N= 432) were used to examine the intervening effects of knowledge, morality, trust, and benefits on support for animal and plant biotechnology applications. Results showed that perceptions of agricultural biotechnologies varied by the two applications-animals and plants. Respondents reported higher opposition to the genetic modification of animals, which is consistent with prior research. Results also indicated that morality and perceived benefits directly affected support for both animal and plant applications, but trust and knowledge only had indirect effects. Morality and perceived benefits accounted for most of the variance explained among the intervening variables. The effects of trust were mediated through perceived benefits. The effects of knowledge on support were mediated primarily through trust. The influence of sociodemographic and consumer behavior variables varied by application. Results lend support to several theoretical notions. First, the significance of perceived benefits supports that there is an inverse relationship between benefits and risks. Second, moral objections may outweigh perceived benefits for specific applications, and the genetic modification of animals is deemed to be more morally unacceptable than the genetic modification of plants. These findings demonstrate the need to understand more thoroughly the moral and ethical issues surrounding novel technologies. Third, this research supports the claim that trust is not a powerful predictor of perceptions of technological products, which is contrary to most risk perception research.

Antecedents of cognitive age: A replication and extension

Cognitive age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based antecedents of cognitive age. The results suggest that differences in cognitive age do not merely reflect differences in chronological age, and that a person's cognitive age is influenced by his or her experiences of life events that serve as markers of transitions into social roles people are expected to enact at different stages in life. In addition, the experiences of health-related events, such as chronic conditions, make people aware of their aging, affecting their cognitive age. The influence of cognitive age on consumer-behavior variables is also examined, and directions for future research are suggested. © 2005 Wiley Periodicals, Inc.

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

The development and validation of measures to assess multiple dimensions of consumer self‐confidence are described in this article. Scale‐development procedures resulted in a six‐factor correlated model made up of the following dimensions: information acquisition, consideration‐set formation, personal outcomes, social outcomes, persuasion knowledge, and marketplace interfaces. A series of studies demonstrate the psychometric properties of the measures, their discriminant validity with respect to related constructs, their construct validity, and their ability to moderate relationships among other important consumer behavior variables.

A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale

Self-monitoring has developed over the past decade or so to where it has become an important construct in both psychology and consumer behavior. Even though there is now a considerable literature largely in psychology, concern still remains at both a theoretical and measurement level about this construct. This article attempts to address some of the concerns raised in the literature about measuring self-monitoring. Confirmatory factor analysis was used to explore the robustness and fit of a revision of the Lennox and Wolfe (1984) revised self-monitoring scale and to test differences in variables across respondents' degree of self-monitoring. The findings from a data set of 450 respondents indicate a factor structure similar to that found in previous studies, but with improved reliability and fit to the data. The results were sufficiently strong to warrant continued use of this instrument. The results also indicate significant differences in key consumer behavior variables, consumer confidence, subjective knowledge and concern for image across self-monitoring. © 2000 John Wiley & Sons, Inc.

A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale

Self-monitoring has developed over the past decade or so to where it has become an important construct in both psychology and consumer behavior. Even though there is now a considerable literature largely in psychology, concern still remains at both a theoretical and measurement level about this construct. This article attempts to address some of the concerns raised in the literature about measuring self-monitoring. Confirmatory factor analysis was used to explore the robustness and fit of a revision of the Lennox and Wolfe (1984) revised self-monitoring scale and to test differences in variables across respondents' degree of self-monitoring. The findings from a data set of 450 respondents indicate a factor structure similar to that found in previous studies, but with improved reliability and fit to the data. The results were sufficiently strong to warrant continued use of this instrument. The results also indicate significant differences in key consumer behavior variables, consumer confidence, subjective knowledge and concern for image across self-monitoring. © 2000 John Wiley & Sons, Inc.

Measuring the Customer Experience in Online Environments: A Structural Modeling Approach

Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience. Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice. Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying. In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables. Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.

An Exploratory Study of the Application of Neural Networks to Marketing: Predicting Rock Music Shopping Behavior

In order to begin to explore the usefulness of the new neural networks methodology for both academics and practitioners, this paper compares its results to multiple regression’s. Nine consumer behavior and demographic variables (opinion leadership, enduring involvement, perceived knowledge, objective knowledge, age, social class, marital status, race, and gender) are used to predict rock music shopping behavior of college students using both regression and neural networks. Results indicate that while the consumer behavior variables are consistently better predictors than the demographic variables as expected, the two different methods do not agree completely on which of these variables best predict shopping behavior. Furthermore, while neural networks do not provide measures of statistical significance like multiple regression, the R 2 obtained by neural networks is found in this study to be higher than that obtained by multiple regression.

Falsifying laboratory results through field tests: A time-series methodology and some results

It is often assumed that laboratory research on causal sequences among consumer behavior variables also extends to real-world field processes. However, field tests of such causal sequences have been unsatisfactory, because of limitations in the analytic methods typically used to test for temporal precedence in quasi-experimental field data. It is suggested that statistically powerful time-series techniques might offer a useful way to test for such effects in field data, and thus make possible “intervention falsification” tests that ought to follow “theory falsification” laboratory research as part of a comprehensive “research system.” In an illustrative application, this methodology is applied to a publicly available database from a controlled field experiment, using measures of the cognitive, affective, and conative effects of repeated magazine advertising.

The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.