Consumer Psychology Research Articles

The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce

This research aims to examine factors affecting consumers’ shopping value in the online environment, which, in turn, lead to customer satisfaction and repurchase intention based on an integrated model of the cognition-affect-behavior model and personal shopping value. An online questionnaire was administered to 202 consumers of e-commerce purchases in Vietnam. Partial least square structural equation modelling (PLS-SEM) was utilized for data analysis. Results show that system quality and perceived price fairness positively affect hedonic shopping value, while information quality and service quality positively affect utilitarian shopping value. These shopping values collectively nurture customer satisfaction, resulting in repurchase intention. This study contributes to the literature on online consumer behavior by examining both the antecedents and outcomes of consumer shopping values in e-commerce. The findings can help e-commerce enterprises optimize marketing strategies to improve consumer shopping experiences and repurchase intention.

Low-carbon operation strategy of virtual power plant considering progressive demand response

Adapting virtual power plants (VPPs) to the development of new power systems has gradually become a trend. Meanwhile, the economical and effective use of demand-side resources in VPPs has become a research hotspot in the field of new energy. This paper proposes a low-carbon operation strategy with progressive demand response (DR). A DR model id established by evaluating the scheduling potential of low-carbon and flexible loads and the DR transfer of different users motivated by incentive mechanisms. Because the changing carbon price in carbon trading also affects the response transfer amount, it is beneficial to reduce the operating cost of the energy system by using consumers’ surplus value according to consumer psychology to guide energy users to participate in DR. Finally, wind, light, user load data and VPP internal unit output are optimized in rolling mode over multiple time scales, and the optimal adjustment results of the previous day are taken as the basis. At the same time, the output deviation penalty function is added to further reduce the system cost. The nonlinear model of DR cost is transformed into a mixed integer linear model, which is modeled on MATLAB software and solved by a CPLEX optimization solver. The case analysis shows that the progressive DR strategy may increase the total operating cost of the system, but reduce the cost of the carbon emission. The proposed model and method can not only improve the feasibility and effectiveness of market supervision strategy, but also provides a useful reference for operators and demand-side users in energy systems to choose strategies.

Research on Pricing Strategy of new Energy Vehicle Market

With the increasingly severe global climate change and environmental problems, new energy vehicles, as an important choice for green travel, have received widespread attention. However, the pricing strategy of the new energy vehicle market has been one of the important challenges facing automakers. Especially in China, as the world's largest automobile market, the pricing strategy of new energy vehicles not only affects the profits of enterprises, but also directly relates to the purchasing decisions of consumers. Taking BYD Auto as an example, as a leader in China's new energy vehicle industry, its pricing strategy has important reference significance for the entire industry. Through literature review, interview and investigation, and content analysis, this paper analyzes and studies the current situation of BYD automobile in terms of pricing strategy, and combines the current situation of China's new energy automobile industry to find out existing problems and propose corresponding optimization measures to improve the performance of new energy automobile enterprises. After in-depth research and analysis, this study draws the following conclusions: BYD Auto's existing pricing strategy has taken into account consumer psychology and market competition environment to a certain extent, but there are still some problems. Therefore, BYD Auto should flexibly adjust its pricing strategy according to changes in the market environment and consumer demand, strengthen communication and interaction with consumers, and improve brand awareness and loyalty. This study provides useful reference and enlightenment for BYD Auto and other new energy vehicle manufacturers, and helps enterprises to formulate more scientific and reasonable pricing strategies to achieve sustainable development.

The consumer behavior in the context of counterfeit products: A bibliometric analysis

This article aims to identify the main areas of works devoted to the topic of counterfeit goods/brands consumption and to present the dynamics of changes in researchers’ interest in this subject. The research method used in the article was bibliometric analysis, complemented by content analysis of literature selected from the Scopus database. Research results: The main areas of research on the issue of counterfeit product consumption focused on 1) online consumer behavior and ethical aspects, 2) consumption of counterfeit products and brands, and 3) social aspects of consumption of counterfeit products. The earliest publications focus on purchasing behavior in the context of buying counterfeit products, followed by researchers who have focused on the ethical aspects of consuming counterfeit goods. More recent studies focus on the consumption and trade of counterfeit goods on the Internet. Conclusions: The ever-expanding global trade in counterfeit products poses a major challenge — it erodes business revenue, undermines innovation, and hampers economic growth. To effectively mitigate these phenomena, it is essential to have up-to-date knowledge of the latest scientific advances in the field. Research into the buyer behavior in the context of counterfeit goods can provide useful information for manufacturers about the scale of the problem and the possible need for remedial action.

Uncovering effects of virtual endorser’s attractiveness on consumer behaviors from the perspective of national culture

In the context of social media, more and more enterprises take virtual endorsers for brand marketing. Investigating people’s preferences and concerns about virtual endorsers’ characteristics and seeking to understand users’ feedback on the effectiveness of endorsement with the help of reviews are important for companies to expand their digital marketing strategies. We use the machine learning approach, conduct text mining and regression analysis on the advertisements and reviews, and find the positive effect of attractiveness on purchase intention and the suppressing effect of advertising perception between virtual endorsers’ attractiveness and purchase intention. Users’ high perception of advertising information deepens their impression and improves the effectiveness of advertisements. However, that may lead to psychological revulsion and purchase inhibition, the regression coefficient of advertising perception toward purchase intention is negative and the effect is significant. Fortunately, we confirmed the moderating role of positive emotion to weaken the inhibitory effect. Additionally, the study validates the moderating effect of national culture on the relationship between virtual endorser’s attractiveness and purchase intention. Our findings have positive implications for studying consumer psychology and behaviors by big data analysis, it gives practical suggestions for enterprises to adopt the virtual endorsers’ marketing strategy more effectively and provides references for enterprises to facilitate the digital marketing transformation on social media.

An Analysis of Luckin Coffee's New Marketing Model from the Perspective of Behavioral Finance

With the development of Internet technology, Luckin Coffee has transformed the traditional value creation model, driven by customer value as the goal, and established its brand effect in a short period of time through financing. However, the excessive and rapid expansion led to financial crisis, which caused it to fall into the negative vortex of financial fraud, and finally returned to the consumer market at the cost of delisting and restructuring in the United States. After returning to the market, Luckin Coffee changed its business operation model, and the reform of the new marketing model focusing on products and customers made its financial turnaround and rebuilt its brand value. How does Luckin Coffee take advantage of consumers' psychology and guide their consumption preferences? Based on the perspective of behavioral finance, this paper analyzes how the operation management team of Luckin Coffee reconstructs its marketing methods and paths by utilizing the anchoring effect of consumers, limited attention transactions and herd effect. The research conclusion shows that the new marketing model with consumer demand caused by consumer psychology as the core can effectively and rapidly increase the number of new customers and improve customer retention. Luckin Coffee has also quickly passed the crisis after delisting and restructuring, and its business performance and corporate value have also gradually increased. The brand value has returned to the vision of consumers, and the future is promising.

The Popularity of Korean 3ce Beauty Products for Female College Students - Take Wuhan Media College as an Example

With the development of the internet and global technology, multinational beauty products have also had a certain position in the Chinese market. The sales rate is also gradually rising. Korean beauty products have also won the love of Chinese consumers because of their fashionable design and good marketing strategy, and have caused a boom among female college students. The female college students of Wuhan Media College are a group of young and fashionable women, and they have become the ideal object of this study. The geographical location and economic development level of Wuhan as a city in central China are very good conditions for the development of Korean beauty products. This article aims to explore the phenomenon of female college students of Wuhan Media College pursuing Korean beauty brand 3ce, analyze consumer psychology, market positioning and marketing strategies, and understand the needs and behavior characteristics of female college students of Wuhan Media College for Korean beauty makeup through the collection and analysis of questionnaire survey data. The study found that the purchase of the Korean beauty brand 3ce by female college students of Wuhan Media College is mainly affected by social media marketing, product design and cost performance. The research results of this article have certain reference value for understanding the consumer psychology of young consumers and the following market trends.

Personalized Marketing: Segmentation of Consumer Groups Based on MBTI -- Taking Starbucks as an Example

This paper studies the internal logic of the major brands represented by Starbucks adopting this marketing method, and explores how the brands transform the hot topics on the Internet into hot consumption spots and attract consumers through personalized marketing strategies. At the same time, this paper will also focus on the possible problems in the process of personalized marketing, and put forward relevant suggestions. In fact, due to the rapid development of modern information technology and increasingly fierce market competition, enterprises should implement precision marketing, select clear market segments as target markets on the basis of market segmentation, gain in-depth insight into consumer psychology, and tap consumer demand. With the help of MBTI personality test, enterprises can accurately and quickly locate consumer groups, identify the market, and maximize corporate benefits. At the same time, as the social consumption decision-making currency in the new network era, it is closely related to the individual needs of consumers. When enterprises grasp the personality characteristics of consumers and formulate marketing strategies, consumers' loyalty to the brand is greatly enhanced, and the marketing efficiency of enterprises is also greatly improved. Therefore, the segmentation of consumer groups based on MBTI has far-reaching research significance, and this marketing strategy will play an important role in the future corporate marketing.

Mapping collective consciousness to consumer research: In‐person to virtual social presence

AbstractShteynberg's (Journal of Consumer Psychology, 2024) work on collective consciousness offers unique and meaningful insights into consumer behavior by emphasizing a “we‐representation” that is comprised not of a self‐aware “I” and an external “you” but rather complete immersion as a unified “we”. In this commentary, we situate collective consciousness within existing social presence research in consumer behavior and discuss its potential to expand the scope of social presence research. Specifically, we utilize a social presence framework that highlights the type of co‐presence (in‐person vs. virtual) and the extent of interactivity (interactive vs. passive) discussing the psychological mechanisms and linkage to collective consciousness. In addition to discussing shared consumption and shared decision‐making, we assess the implications of collective consciousness for consumer contexts facilitated by virtual technologies: fake news, live streaming, virtual reality, cryptocurrencies, and crowdfunding. We conclude by highlighting future avenues for integrating collective consciousness into consumer psychology research.

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

Collective consciousness and consumer behavior

AbstractWe build on the construct of collective consciousness, which reflects a view that a person can see the self as the subject that is attending, experiencing, or acting as a unitary collective agent, that is, from the perspective of “we” as opposed to “I.” Shteynberg (Journal of Consumer Psychology, 2024) proposes that collective consciousness can foster mutual trust and cooperation, thus having positive implications for both individuals and society. In this commentary, we discuss what the construct of collective consciousness might have to offer consumer researchers by considering when collective consciousness could be relevant in consumer contexts, its key psychological consequences, and how this theory could potentially build upon and interact with existing frameworks in consumer psychology. In addition, we consider some potential negative consequences of collective consciousness and point to potentially fruitful directions for future consumer research.

Analyzing the Marketing Strategy of Pop Mart in Overseas Market

The rapid expansion of the Internet and the widespread spread of global businesses have both contributed to Pop Mart's decision to expand its operations into international markets. Using Pop Mart's current development state as a foundation, this research explores the possibilities for the company's future expansion and improved market position in international markets. This study fills a previously existing gap in scholarly research about Pop Mart's foreign marketing strategies. According to the findings of the study, Pop Mart possesses substantial potential for expansion in international markets. Pop Mart can leverage this potential by implementing three crucial strategies: understanding consumer psychology, prioritizing product design and innovation, and enhancing the brand's digital media promotion. In order to provide Pop Mart with important insights for its future expansion in the worldwide market, this research analyzes and makes recommendations based on three aspects that are considered to be of fundamental importance. The purpose of this study is to provide an objective analysis that helps connect researchers and scholars interested in analyzing the international market for Pop Mart.

The Psychology of Consumer Behavior during Economic Recessions and its Impact on Political Attitudes

This study examines the intricate relationship between consumer behavior during economic recessions and subsequent shifts in political attitudes. Using quantitative and qualitative study, we analyzed data from 1,000 participants across diverse demographic groups during the 2008 and 2020 economic downturns. Our findings reveal significant correlations between changes in consumer spending patterns, psychological factors such as risk aversion and economic anxiety, and evolving political ideologies. The results suggest that economic hardships lead to increased conservative fiscal attitudes and a preference for protectionist policies. This research contributes to our understanding of the complex interplay between economic conditions, consumer psychology, and political landscape, offering insights for policymakers, marketers, and social scientists.

The luxury goods market: Understanding the psychology of Chinese consumers

The objective of this research is to construct a multifactorial model facilitating the assessment of the interrelation between aspects of Chinese consumers' attitudes towards luxury items and their psychological intent to acquire such goods. The paper presents a factorial model of the evaluation system, which encompasses factors such as luxury brand awareness, materialism, social comparison with peers, fashion novelty, and consumer engagement with fashion. The research findings indicate that: (1) there exists a positive correlation between the attitudes of Chinese consumers towards luxury items and their intention to acquire them; (2) Chinese consumers, overall, tend to disregard fashion innovations as a significant factor in luxury item purchasing decisions; (3) however, materialism as a motivation for conspicuous consumption and status has become a pivotal stimulating factor; (4) substantial influence is also exerted by the impact of luxury item acquisition on the owner's social status; (5) individuals possessing knowledge of fashion trends demonstrate a higher propensity to acquire luxury items. Theoretically, this study contributes to the broadening of the understanding of luxury goods consumption within the context of the Chinese market. This contribution holds value for researchers of this market, as well as those examining other regional markets, facilitating a comparative analysis of consumer behavior factors. From a practical perspective, the model is oriented towards expanding the toolkit available to managers and marketers. It enables an understanding of the psychological motives attracting Chinese consumers to the luxury goods market. This understanding, in turn, facilitates the formulation of an effective strategy for introducing new items into this market.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness

PurposeWhile there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge related to the attachment of people with disabilities to the Metaverse and its effects on their need for uniqueness and acceptance of disability, and hence their sense of inclusivity and overall well-being.Design/methodology/approachThe study adopted a quantitative approach using an Internet-based survey. The sample size consisted of 530 Metaverse users with a physical disability in the USA. The proposed model integrates virtual place attachment alongside disabled consumers' need for uniqueness, and acceptance of their physical disability. SPSS and LISREL were utilized for data analysis and SEM.FindingsThe study underscores the complexity of the interplay between virtual place attachment, disability acceptance and the need for uniqueness among physically disabled users in the Metaverse. It investigates how the attachment to virtual spaces by people with disability influence their psychological well-being.Originality/valueThis research adds to the interactive marketing and disabled consumer psychology literature exploring the theoretical and practical implications from an attachment and need for uniqueness theory perspectives.

Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journals

Purpose This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of interdisciplinary marketing knowledge and identify prominent scholars, universities, countries, and articles that warrant further scholarly exploration. Design/methodology/approach This paper uses bibliometric methods to analyze the publications of eight top-tier journals (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology and International Journal of Research in Marketing) between 1996 and 2021, as found in the Scopus database. Findings The findings indicate that North American hegemony in the marketing discipline continues and that the impact of marketing on other disciplines remains controversial. Some universities have a deeply rooted tradition of marketing departments. Some articles from 26 years ago are still frequently cited. Research limitations/implications The study covers the period from 1996 to 2021. It includes only articles, uses a single database and is cross-sectional. Future research should explore longer time periods by using various databases for comprehensive analysis. Originality/value To the best of the authors’ knowledge, this study constitutes one of the first attempts to understand the scholarly contributions of the marketing discipline by considering eight top-tier journals.

EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES OF NETWORK MARKETING COMPANIES ON CONSUMER PSYCHOLOGY

The rapid advancement in digital technologies has transformed the landscape of marketing, leading to the widespread adoption of digital marketing strategies by network marketing companies. This research paper examines the positive impacts of digital marketing strategies on consumer psychology and sales performance within network marketing companies. Utilizing a sample of 259 respondents, the study employs quantitative analysis to explore how digital marketing initiatives affect consumer engagement, brand perception, and purchasing decisions. The study highlights that personalized digital marketing strategies significantly enhance consumer engagement, influencing their perception of brands and increasing their likelihood of making purchases. Additionally, the research identifies a direct correlation between the frequency of digital marketing campaigns and improved sales performance. Special promotions and interactive digital marketing tactics further contribute to consumer purchasing decisions and trust in network marketing companies. The findings suggest that effective digital marketing strategies can lead to higher sales and improved customer loyalty. This paper provides valuable insights for marketers looking to optimize their digital strategies to better meet consumer needs and enhance sales performance.

Pengenalan digital marketing dalam meningkatkan bisnis usaha mikro

Problems in online marketing knowledge for women farming groups include a lack of understanding of effective digital marketing strategies and limited technological accessibility, which hinders optimizing digital marketing and increasing farmers' income and business opportunities. The solution to this problem is to provide online marketing knowledge and skills for farmers through a comprehensive training and mentoring program. This program includes understanding digital marketing strategies, the use of online platforms, engaging content, and consumer behavior. Training helps women farming groups face online marketing challenges. The material is presented in simple and accessible language, and collaborative workshops strengthen farmers' knowledge and skills.

What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market.