Consumer Behavioral Intentions Research Articles

Unraveling the difference mechanism of authenticity experience in determining antecedents and consequences of destination loyalty

ABSTRACT Taiwan’s music festival landscape has blossomed, attracting global music enthusiasts with its cultural richness and diverse offerings. Using structural equation modeling (SEM), a survey of festival-goers revealed the intricate relationships among factors like skill performance, self-congruence, ambiance, and consumer interaction, shaping authenticity, satisfaction, destination loyalty, and behavioral intentions. Interestingly, memory was identified as a moderating role, which interlinking satisfaction, behavioral intentions, and destination loyalty. These findings provide both theoretical insights and practical strategies for enhancing festival experiences and cultivating destination loyalty within Taiwan’s thriving music scene.

THE EFFECT OF TRUST IN BANKING INSTITUTIONS ON BEHAVIOURAL INTENTIONS FOR E-SERVICES

The adoption rate of electronic banking services (e-services) by consumers has increased significantly in recent years. For example, in the European Union, according to EUROSTAT data, the rate of individuals using the internet for internet banking increased by more than 25% between 2012 and 2023 (Eurostat, 2024). This may be due to several factors: the evolution of technology, the COVID-19 pandemic period, the time needed to complete a transaction, the availability of services, etc. The main objective of this paper was to assess whether trust in banking institutions can influence consumers' behavioural intentions when discussing the use of e-services. The following dimensions were considered to measure trust in the banking unit: Ability, Integrity, Benevolence (Bhattacherjee, 2002). A scale with the following dimensions was also used to measure behavioural intentions: loyalty, switch, pay more, external response (Zeithaml et al., 1996). The relationships were tested both between the "trust" and "behavioural intentions" dimensions taken as a whole and between the "trust" dimension taken separately and the "behavioural intentions" dimension taken as a whole. To achieve the objective of this study, the author collected data from 500 respondents in Romania via an online questionnaire. The surveys were conducted between April and August 2022. Partial least squares (PLS-SEM) was used for data analysis. The PLS-SEM results confirmed the significance of three out of four direct relationships. For one of the hypotheses, the dimension "integrity" was removed from the proposed conceptual model due to preliminary tests. These findings can help credit institutions to take various measures to increase public trust in such institutions and encourage the use of e-banking services. The areas targeted by these measures include: financial education programmes; corporate social responsibility (CSR) campaigns; transaction security; quality of banking staff; and transparency of credit institutions. For future research, it would be valuable to know what results can be obtained in other geographical areas. It is recommended to adapt and create new scales that can measure trust in companies and consumer behavioural intentions. These tools can help companies develop in their industries.

Consumers’ Trust in Sharing Economy Peer-To-Peer Platforms: A Case Study of Online Food Delivery in Hanoi, Vietnam

Purpose: The purpose of this study is to the influence of trust on consumers’ transactional intention within a P2P sharing platform focusing on consumers who used OFD in Hanoi, Vietnam.   Design/methodology/approach: A structured questionnaire is developed in a Google Form and distributed mainly through web-based and telephone-based platforms. In total, 240 valid responses were collected from Hanoi. To ensure the study's reliability and representativeness while minimizing bias, a convenience sampling method is employed, considering the demographic distribution of consumers across different age groups, genders, occupations, income levels, and various online food delivery platforms, income, frequency of consumption, and average expense. Analytical techniques included descriptive statistics, Cronbach’s Alpha reliability testing, and multiple regression analysis.   Results and discussions: Findings revealed that four of the seven factors examined exerted a significant positive impact on Consumers’ Intention to Transact: "Consumer’s Trust in supplying Peer’s Integrity”, "Consumer's Trust in Products Ability”, "Consumer’s Trust in supplying Peer’s Benevolence”, and "Consumer’s Trust in Platform’s Integrity”. Conversely, while “Consumer’s Trust in supplying Peer’s Ability”, “Consumer’s Trust in Platforms Ability”, and “Consumer’s Trust in Platform’s Benevolence” do influence ‘Customers’ Intention to Transact’, their effect lacks statistical significance.   Research Implications: This research sheds light on Vietnam's Sharing Economy, showcasing its transformative impact and governmental support. It focuses on the developing OFD sector, highlighting its rapid growth and significance. By adopting a trust-based research model, the study offers insights into consumer behavior within OFD platforms, contributing to the understanding of trust dynamics.   Originality/Value: The research provides a theoretical foundation for understanding trust's role in shaping consumer behavior and transactional intentions, laying the groundwork for empirical research and practical applications. Practically, the study offers actionable insights for policymakers and industry players. It emphasizes the importance of integrity, reliability, and effective communication in building consumer trust.

Enticing attributes of consumers' purchase intention to use online food delivery applications (OFDAs) in a developing country

PurposeOnline food delivery applications (OFDAs) provide an expedient platform, and consumers’ access to food has been drastically altered, especially during and after the COVID-19 pandemic. This study aimed to completely explore the attributes that influence consumers' purchase intention and how an app's aesthetics can evoke feelings that predict continuous usage intentions for OFDAs. The food industry, especially restaurants, heavily relies on mobile technology to facilitate critical online food delivery during the pandemic crisis.Design/methodology/approachThe data for this study are gathered from 477 food consumers located in the federal capital territory (FCT) of Islamabad, Pakistan, through convenient sampling by developing a self-administrated online survey. SmartPLS is used for structural equation modeling to test the proposed research model and perform bootstrapping and algorithmic analysis.FindingsOur findings revealed that perceived value positively predicted consumers’ purchase intentions. Moreover, perceived value mediates the association of information quality, familiarity, time-saving, usability and reputation with purchase intentions and fear of COVID-19 moderates the relationship between perceived value and purchase intention.Practical implicationsThis research work has significant implications for researchers, web developers, app designers, delivery services, restaurants and other enterprises as it demonstrates the importance of aesthetically pleasing OFDAs in eliciting positive emotions and bolstering consumers’ intentions to continue using the app for efficient food delivery services.Originality/valueThis study expanded the application of the technology acceptance model (TAM) and attention, interest, desire and action (AIDA) by examining consumers’ purchase intentions in the context of OFDAs. Further, the successful utilization of TAM enhanced the understanding of consumer perceptions and behavioral intentions about the usage of OFDAs.

Consumer behavioral intention toward sustainable biscuits: An extension of the theory of planned behavior with product familiarity and perceived value

Consumer behavioral intention toward sustainable biscuits: An extension of the theory of planned behavior with product familiarity and perceived value

Assessing the Millennials’ Intention Toward Green Fast Food Retail: The Use of the Theory of Planned Behavior

The existence of this interest can indirectly affect the existence of fast-food retail because of negative consumer perceptions related to fast-food retail. Therefore, several fast-food retailers have offered eco-friendly products, in great demand by Millennials. However, it is still rare for fast-food retailers to launch new outlets with green themes due to the adverse insight of fast food itself. It is also caused by data deficiency on consumer behavior intention towards green fast-food retail, even though the existence of this restaurant itself continues to increase, especially in West Java. Therefore, this study aims to examine the intention of millennial consumers in West Java’s green fast-food retail by applying the Theory-of-Planned-Behavior approach with the role of green knowledge, perceived green practices, perceived physical servicescape, and perceived price fairness. 402 respondents were gathered in this study by implementing TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. A quantitative approach is employed and processed using SPSS and Smart-PLS. Based on the results, the company's green practices, physical service scape, and price fairness affect consumer behavior control which leads to a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has a positive and significant impact on consumer attitude

Sipping a sustainable life: Exploring drivers and barriers in consumer attitudes toward non or low alcoholic spirits

Alcohol consumption continues to be prevalent and is on the rise in many countries, posing a grave risk for the health and wellbeing of millions and creating a strain on health services worldwide. A hopeful trend has emerged, however, as consumers' growing preference for healthier, sustainable lifestyles has led traditional alcoholic brands to innovate, launching reduced or non-alcoholic (NoLo) options. This aligns with the SDGs and is reflected in NoLo spirits representing four of Spain's top ten disruptive innovations of 2022. This paper uses a mixed methodology in a qualitative-quantitative sequential approach to gain insight into this phenomenon. The study involved 13 in-depth interviews with HoReCa (an acronym for Hotels, Restaurants, and Caterings) professionals and four focus groups among consumers. Second, behavioral reasoning theory (BRT) was used in a quantitative study aiming to explore motivations for and against consuming NoLo spirits. Data from a survey of 620 participants was conducted and analyzed using SEM-PLS to measure the antecedents of consumer's behavioral intention towards NoLo spirits and to gauge the potential for marketing opportunities. The research reveals that the purchase intention of NoLo spirits is strongly related to health consciousness, while enjoying the effects of alcohol for fun and entertainment, and the social pressure to drink hinders its consumption. In addition, it was found that “reasons for” are more substantial than “reasons against” the consumption of those beverages, differing significantly by age group. Results offer implications for theory and practice, including recommendations for practitioners and regulators willing to improve sustainability in the industry. Further, this paper helps augment the innovation adoption literature by using BRT in the paradoxical context of consumers' increasing alcohol abuse despite their professed attempts to adopt healthier lifestyles.

Role of perceived risks and perceived benefits on consumers behavioural intention to use Buy-Now, Pay-Later (BNPL) services

Purpose Perceived risk and benefits have been proposed as crucial elements in consumers’ technology adoption intention. Therefore, this study aims to use the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, with perceived risks and benefits, to explore how they affect consumers’ Buy-Now-Pay-Later (BNPL) behavioural intention. Design/methodology/approach An online survey was conducted among 537 users of BNPL. Partial least square structural equation modelling analysis was performed to examine the hypothesized relationships. Findings The study found that perceived benefits, performance expectancy, effort expectancy, habit and social influence increase consumers’ behavioural intention towards BNPL. In contrast, perceived risk reduces the consumer’s intention to use. Additionally, the study revealed that consumers’ intention towards BNPL services positively affects their usage. Practical implications The lack of information makes consumers hesitant to use BNPL. Therefore, marketers should optimize facilitating conditions, such as user-friendly interfaces, accessible resources and efficient customer support, which should be the business strategy of BNPL service providers to ensure a seamless user experience. Originality/value The research empirically investigates the effect of perceived benefits on consumer behavioural intention. This contribution is crucial because while there was speculation about benefits as a driving force to consumers’ adoption intention, there was a lack of sufficient empirical evidence to support it.

THE CONSUMERS PERCEPTIONS OF EMPLOYER AND SERVICE BRAND EQUITY’S: THE EXPLORATORY AND CONFIRMATORY FACTOR ANALYSIS

While the traditional components of employer brand equity are applied in the context of an organization’s employees, this study sought to assess a hitherto unexplored context – the extent to which employer brand equity impacts on consumers of an organization’s service brand rather than the target audience. The two research objectives were: 1) to identify the specific dimensions of both employer and perceived service brand equities 2) to assess the relationship between them and consumer behavioral intentions. The study was based on quantitative data of 526 respondents, using both Exploratory (EFA), Confirmatory factor analysis (CFA) and structural equation modelling (SEM). The findings confirmed the 3 (employer brand image, reputation, and awareness) and 4 (service brand image, perceived quality, service brand awareness, brand loyalty) factors of employer and service brand equities respectively. The study revealed the employer brand equity significant relationship with service brand equity, but the lack of direct effect on consumers’ behavioral intentions. The research is novel as it assesses the employer brand equity’s impact not only on the service brand’s overall perceived equity, but also on consumers’ behavioral intentions, by examining the impact on two different groups (existing and potential service brand consumers).

Social influence and climate change issues affecting consumer behavioral intention toward carbon footprint label: A study of Taiwanese consumers

Amidst the global urgency to address climate change, Taiwan stands at the forefront of implementing sustainable solutions, notably introducing carbon footprint labels on food products. This initiative aims to usher consumers towards more environmentally-conscious purchasing decisions by providing insights into the ecological impact of their food choices. Our comprehensive research explores a variety of determinants that sway Taiwanese consumers in their buying behaviors, specifically focusing on the influence of these carbon footprint labels. Surprisingly, while one might anticipate media exposure to be a dominant force in shaping opinions, our findings suggest its role remains relatively limited in this context. Instead, personal experiences with climate events and robust influences from family and peers emerge as the primary drivers in purchasing decisions. These direct interpersonal interactions, both in terms of shared experiences and word-of-mouth recommendations, offer profound insights into shaping consumer behavior. As Taiwan ambitiously targets net-zero emissions by 2050, harnessing the power of these social dynamics becomes imperative. Through strategic interventions that amplify these social channels of influence, there's potential to bolster the public's inclination towards sustainable consumption, ensuring the success of initiatives like carbon footprint labeling.

The Impact of Socio-Psychological Factors on Consumer Ethnocentrism and Purchase Intentions Among South African Consumers

ABSTRACT This study aimed to investigate the impact of socio-psychological factors, such as nationalism, internationalism, collectivism, conservativism, patriotism, and cultural openness, on consumer ethnocentrism and its effect on purchase intentions among South African consumers. A total of 203 responses were collected from South African consumers over the age of 18 through an electronic self-administered survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyze the data. The findings revealed that internationalism and conservativism have a significant positive impact on consumer ethnocentrism. Furthermore, consumer ethnocentrism has an influence on purchase intentions. This study contributes to the existing body of knowledge on predicting and understanding consumer preferences and behavioral intentions in developing countries, particularly in relation to purchasing foreign goods versus domestic goods. The results of this study can help businesses in South Africa better understand the factors that influence behavior and tailor their marketing strategies accordingly.

Fashion advertising: A brief bibliometric review

Controversial advertising wields a considerable influence on customers’ purchase intentions, creating both positive and negative outcomes. Using bibliometric analysis and a systematic literature review, this article attempts to present an overview of previous studies on the use of advertising, regardless of how contentious or inventive it may be. We looked through published papers to see which prominent figures in this subject have contributed, what significant subtopics are, and what further research may be done. We found that the number of papers produced on this topic between 2000 and 2023 is already increasing. We also use network analysis to map the research clusters. A total of 93 articles were discovered according to the findings. According to the report, terms like “purchase intention,” “controversy,” and “offensive advertising” have not been adequately investigated. This paper adds to the body of knowledge on the subject for academics and business policymakers. This thoughtful approach is crucial considering the significant impact of controversial advertising on consumer behavior and purchase intentions.

Impact of banking functions on online investment intention in India: Examining the mediating role of service experience

The study aimed to determine the various antecedents of banking functions that may lead to consumers’ intention to use online banking channels for investment with the role of service experience in mediating the relationship between banking function, online investment intention, cost perception, and behavioral factors. Data were collected through an online survey to understand consumer perceptions and behavioral intentions among online banking users in India. The population of this study is Indian residents who are customers of banks providing online services. Purposive sampling and snowball sampling were used as sampling methods. The study used an online survey with a list-based sample frame using social media chat functions or messaging applications in which the Google forms link was shared. A total of 561 valid responses were successfully accumulated from 1,136 Google forms, indicating a response rate of 61.78%. The study employs SEM-PLS using PLS 2.0 software for data analysis. The results validated the direct effect of online investment intention through a bank on different components of banking channel function linkages: information and service awareness, transactional efficacy, trust, brand effect, convenience, and information technology support (p < 0.05). The findings also highlighted that customer service experience mediates the relationship between banking channel function and consumers’ investment intention through online banking channels, significantly impacting customers’ cost perception and behavioral factors (p < 0.05). The research implications are expected to improve the banking service experience of customers and might motivate them to use the online banking channel for investment.

Consumer attitude and behavioural intention towards organic wine: the roles of consumer values and involvement

PurposeThis study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.Design/methodology/approachThe data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.FindingsBoth biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.Originality/valueThis study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

Does knowledge and concern regarding food supplement safety affect the behavioral intention of consumers? An experimental study on the theory of reasoned action.

In recent years, health crises have led consumers to make more frequent purchases of food supplements. The global food supplement market, which reached $61.20 billion in 2020, is estimated to reach $163.12 billion by 2022 and $350.96 billion by 2032. However, many consumers still have concerns about the safety of food supplements. Within the scope of the research, firstly, the health consciousness (HC) level of food supplement consumers was determined. Secondly, food safety knowledge (FSK) and food safety concerns (FSCs) were measured. Thirdly, consumers' attitudes (ATUs), subjective norms (SNs), and behavioral intentions (BIs) toward food supplements were determined within the scope of the theory of reasoned action. The study used a convenient sampling, and 327 participants were included in the sample population. The data for the analysis was collected using the online survey method in the third quarter of 2023. The relationships between hypothesized items in the structural model were tested using the Smart-PLS. The validity and reliability of the measurement model were evaluated at the start of the structural equation modelling approach using confirmatory factor analysis (CFA). Regression analyses were performed in the structural model phase to evaluate overall fit and suggested relationships by way of the Smart-PLS. In light of the findings, it was determined that the interaction between HC and ATU was mediated by FSK, and the interaction between HC and the SN was mediated by FSK. Consequently, this research presents a variety of theoretical and practical implications to give clues for consumers' health regarding food supplement consumption.

Consumer Behavioral Intention of Adopting Emerging Healthcare Technology

Gene repair is a new emerging healthcare technology garnering increasing attention. Despite the large potential future market for gene repair, a lack of research exists between the advancement of this innovation and consumer adoption intention. This study develops a theoretical model by contextualizing the unified theory of acceptance and use of technology (UTAUT) into gene repair applications. That model is extended to this specific context by integrating the relevant constructs of perceived risks and trust. Survey data allows empirically testing this new posited model through partial least square-structural equation modeling. Results show the effectiveness of the proposed model and explain the mechanism of consumer behavioral intention in the context of a gene repair application, a proxy of emerging healthcare technology. Specifically, findings show that both social influence and facilitating conditions positively correlate with consumer behavioral intention. In addition, research on trust is extended because performance expectancy and perceived risks fully mediate the correlation between trust and consumer behavioral intention. The findings of both direct and mediation effects contribute to the technology acceptance literature and provide practical implications on the promotion of emerging healthcare technologies.

Influencing factors and mechanisms on consumers' behavior: A case of tea tourism in China

AbstractThis study explores the factors affecting tea tourism, including the action mechanisms and the impact level of each factor influencing consumer behavior intentions, to contribute to predicting tea tourism consumer behavior. This study surveyed 377 potential tea tourists and constructed a theoretical model of tea tourism consumers' planned behavior using SPSS and AMOS. The results show that: (a) The experiential perception and opportunity perception of tea tourists can significantly affect their attitudes, (b) The self‐efficacy perception and convenience perception of tea tourists can significantly affect their perceptual control, and (c) The attitude of tea tourists can significantly positively influence their behavioral intention. This study not only broadens the applications boundary of the theory of planned behavior, but it also provides a new perspective for research on the behavioral awareness of tea tourism consumers. The findings have implications for predicting and promoting future tea tourism in China and beyond.

The Effect of Femvertising on Consumer Attitudes and Behavioral Intentions: Moderating Role of Feminist Identity

Femvertising uygulamaları 1990’lı yıllardan bu yana pazarlama ve reklamcılıkta artan bir şekilde kullanılmakla birlikte son yıllarda bu uygulamaların özgünlüğü sorgulanır olmuştur. Bu çalışma femvertising uygulamalarında samimiyetin bir göstergesi olan marka-amaç uyumunun satın alma ve yönlendirme niyetleri üzerindeki etkilerini reklama yönelik tutum üzerinden incelemektedir. Bu süreçte sosyal kimliğin (kendini feminist tanımlama) düzenleyici etkileri de değerlendirilmiştir. Çalışma için geliştirilen modeli test etmek için 232 katılımcıdan anket aracılığı ile çevrimiçi ortamda veri toplanmıştır. Elde edilen bulgular marka-amaç uyumunun reklama yönelik tutumu belirlemede önemli bir faktör olduğunu, reklama yönelik tutumun da satın alma ve paylaşma niyeti üzerinde anlamlı ve olumlu yönde etkisi olduğunu göstermiştir. Ayrıca, bulgular paylaşma niyetinin reklama yönelik tutum yanında satın alma niyetinden de etkilendiğini ve sosyal kimliğin bu süreçte düzenleyici rol oynadığını göstermektedir. Araştırmadan elde edilen sonuçların literatüre katkıları tartışılmıştır.

Drivers of electric vehicle adoption: the moderating role of technological innovativeness

PurposeThis research examines the drivers of electric vehicle (EV) acceptance in the Kingdom of Saudi Arabia (KSA) by applying the unified theory of acceptance and use of technology (UTAUT) model, contextualized for the EV setting. The study aims to provide insights supporting the transition to sustainable transportation and identifying consumer perceptions and behavioral intentions toward EV adoption.Design/methodology/approachBased on survey data from a convenience sample collected from undergraduate and MBA students in a major university of KSA, the authors use seemingly unrelated regressions to provide novel insights on electric vehicle acceptance.FindingsThe study shows UTAUT constructs influence purchase intentions and attitudinal outcomes. Results indicate that perceived EV sustainability plays an important role in the relationship between UTAUT constructs and purchase intention alongside attitudes toward EV technology. Technological innovativeness enhances the impact of EV attitude and weakens the effect of perceived EV sustainability on purchase intention.Research limitations/implicationsThe study benefits researchers on sustainable technology acceptance and stakeholders facilitating sustainable transportation shifts. The insights guide the promotion of eco-friendly transportation solutions.Originality/valueThe research contextualizes and extends the UTAUT model constructs to understand drivers of EV acceptance. The study contributes to understanding sustainable innovation acceptance, considering the mediating role of perceptions of EV sustainability and the moderating role of technological innovativeness in driving purchase intentions.

Does the verified badge of social media matter? The perspective of trust transfer theory

PurposeOn Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions.Design/methodology/approachThis research conducts three experiments to investigate the impact of the verified badge on consumer attitudes and behavioral intentions, recruiting participants from freelance recruiting website in all three experiments.FindingsThe results show that a verified badge can sequentially influence consumer trust, attitude and sharing intentions. Furthermore, the impact of the verified badge on trust is more pronounced among micro-influencers as opposed to macro-influencers, and it can mitigate the negative attitude toward commercial postings.Originality/valueBased on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing by considering influencers' characteristics and the commercial intent of postings as moderators. Additionally, the results offer managerial insights for developing influencer marketing strategies.