Consumer Purchase Intention Research Articles

The mechanism of brand crisis influence on consumer purchase intentions in the context of green development

The promotion of new energy vehicles (NEVs) in China not only provides a pathway for the country to achieve its “dual carbon” strategic goals but also facilitates the transformation and upgrading of the automotive industry, contributing to social development and economic growth. This study examines the influence mechanism of brand crises on consumer purchase intentions within the NEV sector, an area critical to sustainable infrastructure and green development. Using a framework of “brand crisis—consumer negative emotions/perceived risk—consumer purchase intention,” and data from consumer surveys conducted in Beijing, Shanghai, Zhengzhou, and two other locations, the study employs regression models to analyze the relationship between brand crises and purchase intentions. Mediation effect models are used to explore how brand crises impact consumer purchase intentions through negative emotions and perceived risks. The results indicate that brand crises significantly reduce consumers’ willingness to purchase products from affected brands, posing a threat to the market stability and growth of the NEV sector. Moreover, negative emotions and perceived risks mediate the relationship between brand crises and purchase intentions, highlighting the importance of addressing both emotional and cognitive responses in crisis management strategies. To mitigate the adverse effects of brand crises, companies should adopt measures to improve consumer sentiment and reduce perceived risks, such as proactive communication, transparency, and effective recall procedures. Additionally, factors such as NEV performance, price, and charging infrastructure coverage also play a crucial role in consumer purchase decisions. Therefore, companies must consider these factors when formulating crisis response strategies to swiftly regain consumer trust and promote sustainable market and green development. This study contributes to the broader discourse on infrastructure development and public policy by providing insights into how brand crises in the NEV industry can be managed to support sustainable economic growth and development. By understanding the mechanisms through which brand crises affect consumer behavior, this research offers valuable recommendations for policymakers, industry professionals, and academic researchers focused on the interplay between infrastructure, development, and policy.

The Influence of Product Development and Promotion on Purchase Intention Moderated by Social Media Influencers

This study aimed to analyze the effect of product development and Promotion on purchase intention, with the role of social media influencers as moderating variables. This research focuses on consumers of TEKIRO brand hand tools products distributed by PT Altama Surya Anugerah (ASA) - Indonesia. The research method used is quantitative, with a Google Forms survey approach. The research sample consisted of 190 respondents who were consumers of TEKIRO hand tools products in 15 major cities in Indonesia. The sampling technique used is non-probability sampling with the quota method. This data was collected by online and offline questionnaires, which the researchers then analyzed using Structural Equation Modeling (SEM) with the AMOS version 23 application. The study results indicate that product development has a significant positive effect on purchase intention. The Promotion has no significant effect on purchase intention. Social media influencers strengthen the positive Influence of product development on purchase intention. However, social media influencers do not strengthen the Influence of Promotion on purchase intention. This research implies that companies must prioritize innovative and sustainable product development and can utilize social media influencers who are credible, relevant to the company's business, know the influencer's audience, and have a good reputation to increase consumer purchase intention.

Pengaruh Brand Image dan Kualitas Pelayanan terhadap Minat Beli Fore Coffee pada Masyarakat: Survey Masyarakat Jabodetabek

The purpose of this study is to determine exactly what the purchase intention of Indonesian consumers in the Jabodetabek area is influenced by the image and service level of the Fore Coffee brand. This study took more than 157 respondents through questionnaires containing students, students, and workers. Because the buying interest of the Indonesian people towards coffee increases every year, it is recorded that the increase in the interest of the Indonesian people increases by 8.8% per year. The results of this quantitative study show that the perception of Fore Coffee's brand image has a major impact on the desire to buy, and good service also influences consumer decisions to buy products. Thus, Fore Coffee can increase buying interest by improving brand image and service quality.

The Influence of TikTok Marketing on Consumer Purchase Intention among Students

TikTok marketing has an enormous and broad effect on the purchasing intentions of students. TikTok has become an extremely effective medium for marketers to connect with consumers due to its interesting and simple-to-read content structure. TikTok's algorithmic content distribution system is designed to draw in users and market a range of goods and services. This study looks into how TikTok marketing affects students' intentions to buy at selected Malaysian higher education institutions. The growing popularity of TikTok as a social media platform, especially among young people, emphasises the need to comprehend its influence on consumer behaviour. In this study, a quantitative methodology was applied, and analytical approaches employed, including reliability analysis and multiple regression analysis. The study concentrated on three important variables that affect consumers' intentions to buy: brand awareness, product quality, and price. A total of 115 respondents from the chosen universities took part in responding to the sent questionnaire. The research aims to offer insights into how businesses may effectively exploit the platform to engage with students as consumers by looking at these aspects in the context of TikTok marketing. The findings show that TikTok marketing has a major impact on student purchase behaviour, with product quality and price having a major influence on intentions to buy. All things considered, this study deepens our knowledge of how TikTok affects consumer behaviour, especially among students. It demonstrates the platform's potential as an ideal instrument for engaging students as customers and provides important insights for businesses trying to maximise their TikTok marketing efforts. Future studies on the evolving landscape of social media marketing and its effects on customer behaviour under various conditions can build on this research.

Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem

ABSTRACT Purpose This study explores the strategic implications of live-streaming sales and network anchors in China’s e-commerce landscape, particularly focusing on how different types of network anchors influence consumer trust and purchasing decisions. Methodology/approach A scenario-based experimental design was employed, utilizing a 2 x 2 factorial structure to analyze the effects of network anchor types (celebrity anchors vs. internet celebrity anchors) and product types (search goods vs. experience goods) on consumer behavior. Data were collected from 500 participants through an online survey, ensuring a robust statistical analysis of the main and interaction effects. Findings The results reveal that celebrity anchors generate significantly higher levels of consumer trust and purchase intention for search goods, while internet celebrity anchors are more effective for experience goods. Trust was found to play a partial mediating role in these relationships, particularly for experience goods. Research implications The study contributes to the existing literature by integrating traditional endorsement theories with the modern context of live streaming, offering new insights into the differential impacts of network anchor types across various product categories. It also highlights the need for a nuanced understanding of consumer trust in digital marketplaces. Practical implications Marketers and online enterprises can leverage these findings to optimize their live-streaming strategies by aligning the choice of network anchors with the specific characteristics of the products being promoted. This strategic alignment can enhance consumer engagement, trust, and ultimately, purchase intentions. Originality/value/contribution This research advances the theoretical discourse on digital marketing by elucidating the complex interplay between network anchor types, product characteristics, and consumer trust. It offers a comprehensive framework for understanding and optimizing live-streaming sales strategies in the context of China’s rapidly evolving e-commerce environment.

Unlocking the key drivers of consumer purchase intentions for organic cosmetics: A study in Can Tho City, Vietnam

This study's objective to evaluate Can Tho City's customer behavior with respect to organic cosmetics. The research was carried out utilizing a cross-sectional descriptive design and a collection of inquiries according to the theory of planned behavior (TPB), which evolved from the 5-point Likert scale. The survey was undertaken to interview 559 Can Tho City residents who use organic cosmetics, applying various interview questions to measure their behavior when considering the characteristics of the research subjects. Research findings show that customers have a positive attitude towards skincare using organic cosmetics, and the trend toward safe, environmentally friendly products is increasing. Factors such as perceived behavioral control, advantages, difficulty, and subjective norms have a strong influence on customers' purchasing intentions. What is quite interesting is that promotion does not significantly affect consumer choices.In Viet Nam, organic cosmetics are not subject to any particular rules or regulations in this country, that lead many customers to see them as natural cosmetics. So that, businesses can develop policies, improve product quality specifically or create a discussion board where individuals may seek advice and impart additional organic cosmetics expertise. However, the number of survey samples is quite high (559), but this is still not statistically significant if you want to use it to analyze some anthropometric factors more closely and the factors surveyed are not all factors affecting the consumption behavior of organic cosmetics customers. The other researchs in the future can use different factors and theories to find or verify.

How Transfer Behavior Impacts Consumer Perceptions and Intentions Toward College Athletes Who Pursue Name, Image, and/or Likeness Activities

Recent changes to the National Collegiate Athletic Association policy on name, image, and/or likeness and transfer policies have transformed how college athletes may market themselves as human brands. Above all, branding success depends on consumer perceptions. Using a national survey of U.S. consumers and an experiment, we test how transfer behavior impacts consumer purchase intentions for a collegiate athlete’s brand. We find that transferring to a National Collegiate Athletic Association Division I or Division II school decreases purchase intentions by lowering consumer identification with the athlete through perceived profit motive or perceived athlete quality, respectively. These findings contribute to branding theory and provide insight to players and schools, as they navigate the changing landscape of college athletics.

The Impact of Live Streaming of Fresh Agricultural Products on Consumers' Purchase Intention-Consider the Regulatory Role of Policy Support

To understand the influence of fresh agricultural products online live on consumer purchase intention, based on SOR (Stimuli-Organism-Response) theory framework, with convenience, interactivity, anchor prestige, task fit as a stimulus variable, to customer participation as a psychological latent variable construction theory model, based on the questionnaire data, using the structural equation model of measurement model consistency, reliability, convergence validity and validity test, and explore the role of the latent variables, with path coefficient as an observation index analysis of the model results. The research results show that convenience, interactivity, anchor reputation and task fit have significant positive effects on customer participation, among which the biggest influence is convenience; in the process of convenience and interaction on customer participation, policy support plays a positive regulating role, in the process of anchor reputation and task fit on customer participation.

Sustainability in Fast Fashion: A Study on the Understanding of Youth Consumers

Fast fashion refers to the practice of imitating high-end designer apparel at a lower cost. The low cost of these apparels is achieved by using inferior and unsustainable materials and exploiting workers for long hours and low wages. This study is about the awareness, buying intentions, and actions of students in Davao City about sustainability issues in the fast fashion sector. It aims to suggest innovative ways to change young consumers’ attitudes and behaviors toward sustainability in fast fashion. For the study, 5 participants are interviewed. The participants interviewed were chosen through purposive sampling. The participants are female 18-19 years old from varying socioeconomic backgrounds. Specifying the participants’ characteristics allows the researcher to gain an understanding of the relationship between consumer consciousness, purchase intentions, and behavior in the fast-fashion industry. The results show that young consumers have varying degrees of understanding about fast fashion and sustainability. This research shows that governments, fashion labels, and organizations interested in sustainable development can use this information to develop sustainable development plans. Public awareness can be improved to reduce youth unsustainability through effective policies, enabling various stakeholders to provide eco-friendly options when dealing with the problem. The generalizability of the results to a larger population can be improved by employing more diverse sample groups. Furthermore, utilizing different approaches and sampling strategies can increase the study's relevance and validate the findings.

Analysis The Influence of Viral Marketing on Consumer Attitudes and Purchase Intentions at Bukalapak in South Kalimantan

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh Viral Marketing (X) melalui informativeness, entertainment, irritation, source credibility dan incentive sebagai variabel eksogen terhadap sikap konsumen (Z) dan minat pembelian (Y) sebagai variabel endogen pada Bukalapak di Kalimantan Selatan. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan jumlah sampel sebanyak 125 orang dan menggunakan teknik purposive sampling. Teknik analisis data yang digunakan untuk mengetahui pengaruh antar variabel dalam penelitian ini adalah PLS-SEM. Hasil penelitian menunjukkan bahwa informativeness, entertainment dan incentive tidak berpengaruh terhadap sikap konsumen, sedangkan irritation dan source credibility memiliki pengaruh terhadap sikap konsumen pada Bukalapak di Kalimantan Selatan. Informativeness, source credibility, incentive, dan sikap konsumen memiliki pengaruh terhadap minat pembelian, sedangkan entertaintment dan irritation tidak memiliki pengaruh terhadap minat pembelian pada Bukalapak di Kalimantan Selatan. Pada pengaruh tidak langsung, informativeness, entertainment, dan incentive tidak memiliki pengaruh terhadap minat pembelian melalui sikap konsumen, sedangkan irritation dan source credibility memiliki pengaruh terhadap minat pembelian melalui sikap kosumen.

Pengaruh Influencer Media Sosial Instagram terhadap Niat Beli Konsumen Produk Scarlett yang Dimediasi oleh Kredibilitas

This study aims to explore the influence of Instagram social media influencers on consumer purchase intentions of Scarlett products, with influencer credibility as a mediating variable. A quantitative approach with descriptive and causal methods was used in this study. Data analysis was carried out using SmartPLS 4.0. The results showed that influencer credibility significantly mediates the relationship between the influence of social media influencers and consumer purchase intentions of Scarlett products. Conclusion, 1) Respondents rated the variables of Instagram social media influencers, influencer credibility, and purchase intentions of Scarlett products in the good category. 2) Instagram social media influencers have a positive and significant influence on consumer purchase intentions of Scarlett products. 3) Influencer credibility also has a positive and significant influence on purchase intentions. 4) Influencer credibility effectively mediates the positive influence of Instagram social media influencers on consumer purchase intentions of Scarlett products. Keywords: Social Media Influencers, Credibility, Purchase Intention

Live Streaming Channel Selection and Sales Strategy of Brand Suppliers Based on Consumer Purchase Intention

Live Streaming Channel Selection and Sales Strategy of Brand Suppliers Based on Consumer Purchase Intention

The effects of social network relationships and social media influencer characteristics on consumer purchase intention in Chinese online community

The effects of social network relationships and social media influencer characteristics on consumer purchase intention in Chinese online community

Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment

Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment

Peran Niat Pembelian Online Pada Media Sosial Instagram: Mediasi Advertising Attitude dan Advertising Clicks

The rapid growth of social media users in Indonesia has prompted researchers to identify factors that impact consumer purchase intentions through advertising click activities, such as informativeness, entertainment, irritation, emotional appeal, credibility, and privacy concerns mediated by advertising attitude. This research examines how informativeness, entertainment, emotional appeal, and privacy concerns simultaneously influence attitudes toward advertising and purchase intentions. This study employed a quantitative approach through an online survey with a sample of 321 respondents residing in major cities in Indonesia. This study applied purposive sampling with individual criteria as Instagram users were exposed to ads within the last month, and the data were analyzed through structural equation modeling. The results of this study show that advertising attitude fully mediates informativeness, entertainment, emotional appeal, and credibility toward advertising clicks, which drive purchase intentions. Meanwhile, irritation and privacy concerns have a negative impact on advertising attitudes. This research proved that Incentives have a direct influence on purchase intention. Suggestions for future researchers need to consider the classification of ad product or service categories so that advertisers can better understand consumer behavior and provide ad impression effectiveness according to the target audience

The Role of Social Network Marketing on Consumer Engagement and Purchase Intention: A Review

This paper explores the influence of social network marketing on consumer engagement and purchase intentions. As a vital component of modern marketing, social network marketing leverages social media platforms to promote products and services, becoming a primary strategy for businesses to attract and interact with consumers. Through a literature review and case studies, this paper delves into the mechanisms by which social network marketing enhances consumer engagement, including the roles of social interaction, user-generated content, and social proof. Additionally, it examines how personalized marketing strategies and social recommendations within social network marketing influence consumers' purchase intentions. Finally, the paper discusses the limitations of current research and proposes future research directions to deepen the understanding of social network marketing's impact.

Pengaruh Live Streaming Tiktok dan Online Cutomer Review terhadap Minat Beli Produk Camille Beauty

This study aims to analyze the influence of TikTok Live Streaming and online customer reviews on consumer purchase intention towards Camille Beauty products. A quantitative approach was used in this study involving 170 respondents who had watched Camille Beauty's TikTok Live and read its online reviews. The sample was taken using non-probability sampling with a purposive sampling technique. Data were collected through questionnaires and analyzed using SEM (Structural Equation Modeling) based on PLS (Partial Least Squares). The results showed that Live Streaming significantly influenced purchase intention, with access to information as the most influential indicator, while streamers or presenters had a relatively low influence. Online Customer Reviews also significantly influenced purchase intention, with review quality as the best indicator and the quality of explanation regarding the advantages and disadvantages of the product as the lowest indicator. Overall, the variables Live Streaming and Online Customer Reviews have a simultaneous effect on consumer purchase intention. Keywords: Live Streaming, Online Customer Review, Purchase

Peran Citra Merek dalam Memediasi E-Wom terhadap Minat Beli Produk Handphone di Sosial Media Facebook

This research aims to investigate the influence of electronic Word of Mouth (e-Wom) on consumer purchase intention, with brand image as a mediating variable. e-Wom is increasingly crucial in digital marketing, shaping perceptions and purchasing decisions. Brand image is expected to explain the relationship between e-WOM and consumer buying interest. Quantitative methods as the main basis. The type of research used in this research is descriptive and verification. The results of this research found that e-Wom influences the Buying Interest variable through the mediation of Brand Image, there is a positive and significant indirect relationship. It is hoped that the practical implications of these findings can guide marketing practitioners in designing more effective strategies for managing e-WOM and building a strong brand image to increase consumer purchasing interest in the digital marketing environment. Keyword : Brand Image, E-Wom, Facebook, Purchase Intention

The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model.

Augmented Reality (AR) offers a rich business format, convenient applications, great industrial potential, and strong commercial benefits. The integration of AR technology with online shopping has brought tremendous changes to e-commerce. The Technology Acceptance Model (TAM) is a mature model for assessing consumer acceptance of new technologies, and applying it to evaluate the impact of AR online shopping experiences on consumer purchase intention is an urgently needed area of research. Firstly, the typical applications of AR in online shopping were reviewed, and the connotations and experiences of AR online shopping were summarized. Secondly, using the five types of AR online shopping experiences as antecedent variables, and perceived ease of use and perceived usefulness as intermediate variables, a theoretical model was constructed to explore the impact of AR online shopping experiences on customer purchase intentions, followed by an empirical study. Finally, suggestions were proposed for optimizing the online shopping experience to enhance purchase intentions. The article expands the application scenarios of the Technology Acceptance Model and enriches the theory of consumer behavior in Metaverse e-commerce.

The Influence of Electronic Word of Mouth Through Tiktok Social Media Platform on Consumer Purchase Intention on Beauty Products Scarlett Whitening In Bandung City

This study examines the impact of Electronic Word of Mouth (e-WOM) on TikTok regarding Scarlett Whitening products and their influence on Purchase Intention. The objectives are to evaluate the effects of Information Quality, Information Quantity, Information Credibility, Information Usefulness, and Review Valence on Purchase Intention, mediated by Information Usefulness and Information Adoption. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0, data from 210 Generation Z and millennial respondents in Bandung were analyzed. The findings reveal that Information Quality, Quantity, Credibility, and Review Valence significantly enhance Information Usefulness, which in turn positively affects Information Adoption and Purchase Intention. High-quality, credible, and well-quantified information along with constructive reviews significantly improve user perception of usefulness, leading to higher information adoption and ultimately boosting purchase intention. These insights are crucial for marketers to design effective information strategies on TikTok to enhance consumer decision-making and increase product sales. Future research should incorporate additional variables such as trust and brand image to further understand their influence on purchase intention.