Consumer Decision-making Behavior Research Articles

Research on the Impact of Social Media Marketing of Films on Consumer Behaviour

Before and at the early stage of a movies release, a successful movie marketing strategy will have a great attraction and influence on the target audience. The trailer is a marketing tool used before the official release of a movie, and its main function is to market and publicize the movie to a general audience, as well as be an effective tool for the audience to understand the movie. And topic marketing is to position the content of the movie through emotional value, social topics, potential consumer experiences, and so on, to build consumer awareness of the movie. Effective marketing promotion can increase the conversion rate of the audience want to see by influencing consumer decision-making behavior. Therefore, this paper explores the impact of two social media marketing methods (trailer marketing and topic marketing) on consumer decision-making behavior on Weibo and Douyin from the perspective of the audiences want to see conversion rate. This will provide a useful reference for movie producers to carry out effective marketing promotions.

Utilizing a Hybrid Approach to Identify the Importance of Factors That Influence Consumer Decision-Making Behavior in Purchasing Sustainable Products

Consumer decision-making behaviors play a pivotal role in the realm of purchasing sustainable products. It is crucial for businesses to understand the key factors that influence consumers’ choices in this context, especially if they aim to align with eco-friendly trends. Conventional methods are inadequate for accurately and successfully identifying the importance of factors that influence consumers’ decision-making behaviors in purchasing sustainable products and stem from a lack of holistic consideration. Conventional methods, like AHP, surveys, questionnaires, interviews, and focus groups, often do not fully consider the many aspects of consumer behavior related to sustainability. To address this gap, our study aims to (1) employ a hybrid approach, integrating conventional methods with cutting-edge machine-learning technology for predicting consumer’s decision-making behaviors in purchasing sustainable products; (2) demonstrate the practical application of this hybrid approach through the example of green furniture; and (3) provide a practical guide for identifying the importance of factors influencing consumers’ decision-making behaviors in purchasing sustainable products. This study will map out implications for the future of consumer decision-making behaviors in purchasing sustainable products. The hybrid approach to studying consumer decision making in sustainable product purchases, combining quantitative and AI methods. This methodology provides a comprehensive analysis of factors influencing environmentally friendly choices, fostering awareness and informed decision making. Businesses can use these insights to tailor strategies, enhance offerings, and meet the rising demand for sustainable products, contributing to environmentally responsible consumer behaviors and promoting economies of scale for sustainable products and innovation. This holistic understanding is crucial for creating a sustainable and socially responsible marketplace.

Analysis of implementation for big data techniques in consumer behavior

Consumer behavior can refer to both the purchasing behavior of consumers towards goods and the decision-making behavior of consumers when choosing goods, the research in this field involves psychology, marketing, and other disciplines. As a popular data mining and processing technology, big data technology has powerful information analysis capabilities. Therefore, with this in mind, applying big data technology to consumer behavior research can greatly improve the efficiency. This study focuses on the implementation for big data techniques in consumer behavior, including application scenarios, application methods, as well as application efficiency. The AIDMA, AISAS, and SOR models are suitable for using big data analysis technology. Big data technology helps enterprises influence external factors in consumer behavior factors, thereby influencing consumer decision-making behavior through internal perception factors. Overall, these results aim to collect and summarize relevant knowledge about consumer behavior and big data for future scholars to investigate and explore the implementation schemes.

Review of Consumer Behavior Research Based on Influencing Factors

With the rapid development of global social economy, people's consumption behavior has become more common, consumer behavior research is to study the various consumer psychology and consumption behavior of different consumers. It is the basis for companies to make marketing decisions and strategies; Consumer behavior research provides a basis for the formulation of macro policies and the protection of consumer rights and interests; Consumer behavior research helps consumers make more informed purchasing decisions. By analyzing the existing literature to summarize the factors influencing consumer decision-making behavior, the study found that the most intuitive and time-consuming methods for studying consumer behavior using survey method and observation method are also the most widely used at present. In recent years, neuroscience has gradually entered people's vision, and researchers have applied neuroscience to consumer behavior research and prediction of consumer behavior, and achieved certain results. However, the existing research is not perfect. The study of consumer behavior lacks targeted guidance theories and methods, and lacks consideration of the limitations of samples and sampling time. There is still a lot of room for improvement, and this paper makes suggestions and prospects accordingly.

Consumer Behavior In Purchasing On The TIKTOK Shop Marketplace

This study aims to determine consumer decision-making behavior in purchasing products through the tiktok shop. Factors considered by consumers include product quality, Online Customer Reviews, Customer Ratings and promotions and their influence on purchasing decisions on the Tiktok shop Marketplace. This research uses a quantitative approach with a total of 80 respondents. The results show that simultaneously product quality, Online Customer Reviews and Customer Ratings and promotions have a significant effect on consumer decisions in purchasing at the Tiktok shop, but partially only Online Customer Reviews and Customer Ratings have a significant effect on consumer decisions while product quality and promotions do not influence consumer decision making. The results of the study also show that consumer behavior in purchasing at the Tiktok shop is more dominantly influenced by customer ratings. The regression model in this study is good enough because it contributes quite a lot, namely 87.7%. The results of this study also provide benefits to marketers to design marketing strategies at the Tiktok shop by always maintaining and responding to comments on online customer reviews and customer ratings

The Effects of Personalized Advertisements on Consumer Decision-Making Behavior

The Effects of Personalized Advertisements on Consumer Decision-Making Behavior

Anchoring Effect and People’s Behaviour Decision Making: A Case Study

Many people may not have a systematic understanding of the anchoring effect theory, but they are often dominated by this behavior. The anchoring effect is widely used in economic and consumer decision-making behavior, and people often use it unconsciously or consciously, and it is seriously affected in judgment. This paper intends to conduct a comprehensive and systematic study on the anchoring effect to find out how the anchoring effect works in people's lives, in corporate pricing, and in marketing. This article adopts literature analysis method and case analysis method. Firstly, through the literature review, the development and theoretical framework of the anchoring effect are systematically sorted out. Secondly, this paper selects typical cases such as life consumption, corporate behavior, and company marketing to analyze how companies use anchoring effects to achieve their goals, and how consumers are affected by them. This paper finds that the anchoring effect is a common cognitive bias. If companies can make good use of this theory for pricing, publicity, and marketing, they will receive unexpected success. For individuals, they should take the initiative to avoid being affected by the anchoring effect and stick to their own ideas. This paper hopes that through this research, readers can have a clearer understanding of the principle of anchoring effect, and consumers can improve their ability to identify anchoring marketing. This paper also hopes that through this research, readers can have a clearer understanding of the principle of anchoring effect. Enterprises can moderately use this theory to promote products, and corporate consumers can improve their ability to identify anchor marketing.

Cashless Economy: The Behavior of Using E-payment in Thailand

This research article aims to study the behavior of using e-payment in Thailand, examining the financial factors of: 1) stepping into Thailand's cashless society, 2) people's perceptions of a cashless society, and 3) financial forecasting. In the research, Part 1 results indicate that Thailand is experiencing a growing behavior of using e-payment due to the continuous growth of payment channels through various payment systems and channels. According to the period from 2010 to 2021, a significant leap forward in this regard has been witnessed. Thus, Thailand is likely to transition from a cash-based society to a cashless society. This situation agrees with research by Thomas et al. [1]. In the current research, Part 2 results describe a study of 2,800 respondents from 2015 to 2019 and the effects of this behavior of using e-payments. Exchange and payment all come from consumer decision-making behavior. Since financial technology, or Fintech, is now part of the direction of the development of a cashless society in Thailand, the adoption and use of technology is, therefore, an important factor. The important internal factors include Performance Expectancy, Effort Expectancy, Social Influence, etc., which are consistent with and related to the behavior of using e-payment. From this research, it was concluded that the factors related to the transformation towards the behavior of e-payment in Thailand are the following: 1) personal factors, i.e. gender, age; 2) factors affecting decision-making; 3) factors of acceptance and use; and 4) technology adoption, all of which are factors that correlate with e-payment behavior.

The effect of air pollution on consumer decision making: A review

Rapid industrialization and urbanization trends have brought many challenges, one of the most acute of which is air pollution. Until recently, scholars have primarily focused on the toll that air pollution exacts through its health effects while ignoring air pollution's impact on consumer behavior. The scattered research in the recent year reveals that air pollution might influence consumers' decision-making process before, during, and after consumptions in both online and offline contexts. However, no research to our knowledge has reviewed the influence effect of air quality on consumer behaviors, which impedes the scholars and practitioners from acquiring knowledge from this emerging field. This informative review aims to collect and analyze the existing scattered research for air pollution effects on consumer decision-making behavior. This review illustrates that the impact of air pollution on consumer behavior is rather extensive, ranging from health risks to emotional changes, from changes in daily habits to individual and group consumption behaviors. We propose that future research can potentially explore the impact of air pollution on consumers' consumption experience and evaluation behavior and examine the differential impacts of air pollution on consumers' individual and group consumption decisions. • This article reviews the effect of air pollution on consumer decision making. • This article proposes the thematic structure of research on air pollution affecting consumer decision-making behavior. • The moderating effect of air pollution on consumers' decision-making behavior is reviewed. • The objectives, methods,control variables, and mechanisms on consumption decision-making studies are reviewed. • The future research directions of air pollution affecting consumer decision-making behavior have been prospected.

Theoretical Framework for Knowledge Sharing and Co-Creation of Messages on Digital Platforms: A consumer knowledge management perspective

Purpose: The main objective of this study was to develop and propose a comprehensive conceptual theoretical framework on the relationship between digital platforms, UGC, message co-creation, knowledge sharing, consumer decision-making and purchasing behavior and CKM discourse from an organisations-centered approach. Design/methodology/approach: This study entails a systematic literature review, adopting an exploratory and descriptive approach to obtain insights into the combined use of knowledge management (KM) and consumer behavioral theories. The focus is on the shift to metamodernism, an oscillation between modernity and postmodernity, as an interpretative framework. Discussion: The main contribution of this study is that it emphasizes a constant oscillation between the following key theoretical constructs that should take place in the organisation to enhance the consumer decision-making and purchasing behavior process: digital platforms; knowledge sharing; consumer message co-creation; consumer decision making and behavior; and consumer knowledge management (CKM). As knowledge-based organisations realise the need to create, share and apply knowledge as the basis of corporate value creation and sustainable competitive advantage, the realisation of these organisational goals is arguably increasingly dependent on the activities related to the KM process. Originality/value: The study’s theoretical originality and value is reflected in the integrated theoretical framework which shows the integration, application and linking of consumer behavior theory to a knowledge-based view in a CKM perspective. This application highlights the role of knowledge sharing in message co-creation and UGC to enhance consumer decision-making and purchasing behavior from a CKM perspective.

Effects of Air Pollution on Consumer Decision-Making Behavior: A Review

Purpose/Significance: In recent years, consumer behavior studies have shown that weather and air quality have a significant impact on consumers' purchasing behavior. Therefore, it is necessary to understand the different ways and causes of consumers' responses to weather conditions. However, the existing relevant research results are scattered in different disciplines and lack of summary and sorting of the research topic. By systematically reviewing the impact of air pollution on consumer decision-making, we can fully understand the change of consumer behavior caused by air pollution factors at the macro level and help enterprise managers to develop targeted marketing management strategies to avoid or reduce the impact of air quality on consumer decision-making behavior. Design/Method: This paper systematically reviews the impact of air pollution on consumers' decision-making behavior based on key keywords retrieved from major academic literature databases and search engine websites. In detail, with the framework of the stimulus-organism-response (S-O-R) model in the field of environmental psychology and based on the process perspective, the paper divides the impacts of air pollution on consumer's decision-making behavior into the change of body and mind before consumer decision-making process, change of the decision behavior in the process of consumption decision-making and consumption experience and evaluation behavior after the process of consumption decision making. Conclusion/Findings: By establishing and analyzing the thematic structure of studies on the impact of air pollution, the results show that air pollution has a wide range of impacts on consumers, ranging from health risks to mood changes and from changes in daily habits to changes in consumption behaviors of individuals and groups.

Buying organic food as sustainable consumer decision-making behavior: Cognitive and affective attitudes as drivers of purchase intentions toward environmentally friendly products

We inspect the relevant literature on trust management in organic agriculture, providing both quantitative evidence on trends and numerous in-depth empirical examples. Our study adds to current research by analyzing environmentally sustainable consumer behavior, consumers’ perceptions, motivations, attitudes, trust, values, and purchasing intentions and decisions regarding organically produced foods, the credence characteristics of organic food and perception of and motives for buying it, and the link between consumer perceptions of certified organic products and pro-environmental food purchasing behavior. We define buying organic food as sustainable consumer decision-making behavior and identify cognitive and affective attitudes that act as drivers of purchase intentions toward environmentally friendly products. Using and replicating data from The Conference Board, Eurostat, FiBL-AMI, The Hartman Group, The Independent, indy100, Nielsen, Organic Trade Association, Pew Research Center, Statista, USDA, and USA Today, we performed analyses and made estimates regarding countries with the largest markets for organic food and with the highest per capita consumption, distinctions consumers make between organic and natural products, the percentages of people willing to pay 20% more or higher for organic groceries, and willingness to pay a premium (more than average price) for products that provide certain organic attributes or benefits. Data were analyzed using structural equation modeling.

The Impact of Green Framing on Consumerss Valuations of Energy-Saving Measures

It is a matter of interest to policy-makers and marketers alike to quantify the impact of environmentally friendly messaging upon consumer decision-making behavior. We quantify the value of such messaging or 'green framing' through a choice experiment where subjects choose technical, home-related energy saving measures (ESMs) after valuing the attributes of a set of alternatives. Green framing is tested through a treatment where the one half of the subject pool is exposed to a scenario description where the energy-savings attribute is formulated as an environmental benefit and the other half a scenario description focusing solely on the economic benefit of the energy-savings attribute. Any significant differences in ESM-attribute valuations are interpreted as caused by green framing. For the experiment we perform a representative online survey among 1084 German residents. Mixed logit analysis reveals that ESM valuations are indeed affected by green framing: financial and environmental descriptions of the energy-savings attribute lead to significantly different attribute valuations, which has obvious marketing and policy implications. We also report statistics on ESM-attribute valuations differentiated by e.g. demographics.

Student-Centered Learning Using Feature Films

This Demonstration session will showcase the use of commercial films to enhance student engagement and learning. The session will detail a project that asks undergraduate students to analyze a film for its marketing and consumer behavior content. The innovation was first profiled in December 2012 in an Office of Media and Public Relations story "Marketing Students Head to the Movies to Learn about Consumer Behavior". Students completing this assignment learn to think comprehensively about consumer behavior and to explain the behavior that is depicted in a film. The goal of the innovation is for students to apply and synthesize knowledge in order to understand their own consumer decision-making behavior and how marketers can influence behavior. This project can be utilized variety of humanities and social science courses. For example, students discuss a variety of topics illustrated in a film—isuch as interpersonal communication and persuasion strategies used by the film characters in "Love and Other Drugs" for a communications class; organization leadership demonstrated "Office Space" for an I/O psychology class; historical inaccuracies as presented in the film "Lincoln" for a history class. Alternatively, the instructor teaching a particular course can take a film and analyze it for use in class.

The involvement scale of TV-Shopping and consumer behavior in Taiwan: an empirical study

Involvement Theory has long been proved effective for its application to the segmentation of traditional physical goods marketing while there have been few studies applying involvement theory to the TV-Shopping behavior. This study attempts to apply involvement theory to the TV-Shopping channels to explore if the theory is as feasible with the channels as it is with the physical goods, and a high validity of the scale was exhibited to measure and explain the consumer behavior of TV-Shopping. The study compares and tests the differences on consumer characteristics and decision-making behavior between two differently-involved consumer groups, and also proposes suggestion to TV-Shopping practitioners for marketing and management strategies.