Consumer Decision Research Articles

The Mediating Role of Consumer Trust in the Influence of Marketing Mix on Consumer Decisions to Stay at Bebek Cottage Sanur

The Mediating Role of Consumer Trust in the Influence of Marketing Mix on Consumer Decisions to Stay at Bebek Cottage Sanur

The Influence of AI-Driven Personalization on Consumer Decision-Making in E-Commerce Platforms

This research provides a comprehensive overview of the impact of AI-driven personalization on consumer decision-making in e-commerce platforms. It emphasizes the importance of understanding how AI impacts consumer behavior and the need to study its multifarious effects on various consumer groups, including Generation X and Millennials. The study aims to analyze the Consumer Decision-Making Model and the Cognitive Decision-Making Process, focusing on the pivotal decision-making phase where consumers choose to acquire a product or service influenced by external forces. It also highlights the disparities in consumer behavior and the innovative use of modern technology between these two generations, shedding light on their unique perspectives, behaviors, and attitudes towards AI-driven personalization, the research encapsulates the objectives, methodology, and key conclusions reached. It sets an awe-inspiring stage for a comprehensive exploration of the profound impact of AI-driven personalization on consumer decision-making within e-commerce, shaping the transformative trajectory of this rapidly growing industry. The expanded text effectively conveys the complexity of the subject matter with an intricate and thorough analysis, while maintaining coherence and succinctness throughout the expanded paragraph

Which Receives More Attention, Online Review Sentiment or Online Review Rating? Spillover Effect Analysis from JD.com.

Studies have found that competitive products' online review ratings (ORRs) have a spillover effect on the focal product's sales. However, the spillover effect of online review sentiment (ORS) as an essential component of online review analysis has yet to be studied. In this study, we analyze online review content from JD.com using the latent Dirichlet allocation to identify the product attribute topics that consumers are most concerned about. We then construct a baseline regression model of ORS and ORRs to explore the effects of online competitive product reviews on focal product sales. Moreover, we examine how the interaction between ORS and critical factors of online reviews affect sales. Our results indicate that the ORS of competitive products has a negative effect on focal product sales, and the effect is greater than the ORS and ORRs of focal products, respectively. In addition, the ORS of competitive products inhibits the sale of focal products as evaluations of product attributes become more positive or online review usefulness increases. We also find that the effect of ORRs of competitive products is not significant, which may be because clothing, as an experiential product, requires consumers to gain more information about specific usage scenarios before making a decision. This study provides a more accurate basis for consumer decision-making and offers retailers a novel approach to developing marketing strategies.

An integrated analysis of consumer purchase decision-making on second-hand trading platforms: evidence from china

ABSTRACT In the context of circular economy and sustainable development, second-hand trading platforms are in the preliminary stages of development, revealing the consumer behavior of second-hand trading platform consumers has become a challenging topic. Previous studies have often used technology acceptance models to analyze consumers’ acceptance of electronic commerce platform technologies. However, these studies have not analyzed consumer purchase decision-making well, lacked affective explanations of the logic of consumer decisions, and lacked discussions of multiple stakeholders. Therefore, this study proposes a comprehensive framework model for consumer decision making on second-hand trading platforms. We analyzed consumer purchase decision process, identified three key dimensions eight factors. Through a combination of the ABC attitude model and the technology acceptance model, we sorted out a hypothetical model consisting of cognitive, affective, and behavioral. Then, we validated and analyzed the empirical results in China using the partial least squares structural equation technique. The findings underscore the significant impact of product and platform dimensions on consumer sentiment and behavior. Theoretically, this study advances the understanding of consumer decision-making in the context of second-hand platforms, particularly within the framework of the circular economy. Practically, it offers actionable insights for merchants and platform operators to enhance user experience and service quality, thereby supporting the sustainable growth of e-commerce.

Deciphering the temporal dynamics of consumer decisions: the interplay of cognitive load and response correctness

This study delves into the impact of visual marketing stimuli on consumer response times, focusing on the complexity and subjectivity of the questions posed. Conducted in Slovakia, the research involved 40 participants (20 men and 20 women, aged 30 to 50 years), all holding university degrees in economics to ensure consistent decision-making experience. Participants were presented with visual stimuli representing four well-known FMCG brands. The stimuli included simple brand preference questions and complex evaluative judgments of offer efficiency. Response times were measured in milliseconds and analyzed using statistical methods, including the Mann-Whitney U test and one-way ANOVA. Results revealed that responses to simple stimuli averaged 1212 ms, while complex stimuli elicited slower responses, averaging 2504 ms. A significant difference was observed for “No” answers in the offer evaluation tasks, with correct “No” responses taking 3000 ms compared to 2297 ms for incorrect ones (p < 0.05), highlighting the cognitive load involved in accurate decision-making. These findings provide valuable insights into the cognitive processes driving consumer decision-making and contribute to the theoretical understanding of how question complexity and subjectivity influence response times. AcknowledgmentThis paper was funded by research grant VEGA 1/0462/23 entitled “Circular economy in the context of societal demands and market limitations“ (100% share).

A Study of the Impact of Artificial Intelligence on Consumer Decision Making

The article considers not only the obvious benefits of using AI, but also potential risks associated with changing consumer behavior. The study introduces the User Engagement Index (UEI), which allows measuring and comparing user activity and interaction with marketplaces, considering the influence of AI. The proposed methodology can become the basis for further research in the field of human-artificial intelligence interaction in the digital environment. The UEI formula allows for a comprehensive assessment of user engagement, considering several key factors that influence user behavior on the site.

Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group

In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.

A Consumer Decision Analysis Using QRIS as a Digital Payment Tool

Digital technology has experienced rapid development in the last few decades. Increasingly developing technology has also entered the realm of finance and payment systems. A digital-based payment system can make it easier for people to meet their diverse needs and live their lives more effectively and efficiently. In the digital payment system, there are non-cash (cash) and cash (cash) payments. Non-cash digital payment methods (cashless) are one type of payment that is popular with the public because they can minimize the spread of viruses through money intermediaries, one of which is the use of the Indonesian Standard Quick Response Code (QRIS). This research aims to analyze consumer decisions to use QRIS as a digital payment tool. The sample in this research was 100 respondents. This research uses quantitative methods with descriptive research type. The sampling technique uses non-probability sampling using purposive sampling technique. The method used in data collection was a questionnaire with a Likert scale and data processing used SPSS 29 software to carry out validity testing of an instrument. Validity tests were carried out on the indicators in the online questionnaire which had been filled in by respondents. Keywords: Consumer Preferences, QRIS, Consumer Behavior

Consumer Intention and the Role of eWOM in the Movie Industry

This study attempts to examine the impact of electronic word-of-mouth (eWOM) on consumer intent to purchase movie tickets. Using various methods, including ANOVA and linear regression, this research seeks to elucidate the influence of eWOM on consumer decision-making in the context of deciding which movie ticket to buy. Findings indicate a significantly positive relationship between eWOM and purchase intention, in correlation with the role of consumer trust, consistent with prior research on the power of online reviews. Further, the study reveals age as a moderating variable, showing variations in the effect of eWOM across demographic segments. By illustrating the correlation between consumer intent and eWOM within the film industry, this research offers insights for industry professionals to adapt their strategies based on audience preferences

Bridging information systems and marketing: Charting collaborative pathways

Corporate information systems (IS) functions have become ever closer and more intertwined with firms' marketing functions. Marketing technology and e-commerce implementations require synergy between these functions, which has been reflected in the emergence of researchers and practitioners who can work at the intersection of these disciplines. This article utilizes a systematic literature review to understand this environment and to provide a forward-looking analysis of research at the intersection of IS and marketing. First, a business-focused introduction describes the motivation for the review and puts it into context. This is followed by a bibliographic analysis to select articles at this intersection. A semi-automated content analysis of the selected articles groups them into homogeneous research clusters and further analysis is used to develop cluster themes. This process sheds light on the potential areas of collaboration, offering an in-depth comprehension of their symbiotic relationship. A set of pathways for future research is described based on “collaboration areas” between IS and marketing. These areas, including consumer trust and decision making, social media, online reviews, mobile platforms & apps, and marketing channels, among others, represent the specific areas where marketing and IS overlap and mutually influence each other. Insights are presented on bridging academia and industry and suggestions are proposed for enhancing research at the junction of IS and marketing.

The Pink Tax in Consumer Behavior for Personal Care Products

Pricing significantly influences consumer decisions, with variations often observed for similar products due to purchase timing, market segments, and Gender. This phenomenon, known as price discrimination, can raise ethical concerns, especially when it exacerbates inequalities. A notable example is the "pink tax," where products marketed towards women are priced higher. Despite legislative efforts like California's Gender Tax Repeal Act and similar measures in New York, gender-based pricing disparities persist, particularly in personal care products. This study explores consumer perceptions of pricing fairness in personal care products and the impact of the pink tax on purchasing decisions. The research employs a mixed-methods approach, combining surveys to gather quantitative data and semi-structured interviews for qualitative insights. The surveys measure public awareness and attitudes towards the pink tax, while in-depth interviews with women who frequently purchase personal care products provide an understanding of their experiences. The results are expected to reveal that consumers generally perceive the pink tax as unfair and exploitative, influencing their purchasing behaviour and attitudes towards gender-neutral products. This study will contribute to understanding gender-based pricing and its effects on consumer behaviour in Indonesia, offering insights for promoting fairer pricing practices.

Improving Airplane E-ticket Purchasing Decisions Through Social Media Marketing Instagram and Ease of Use of Online Travel Agent Applications in Indonesia Mediated by Trust

This study aims to ascertain how social media marketing (such as Instagram) and ease of use affect consumer decisions, as well as how trust functions as a mediating factor in the relationship between social media marketing and ease of use and consumer decisions. There are two types of data that are used; primary data are gathered through questionnaires, and secondary data are gathered from books and journals. This study used probability sampling techniques with a simple random sampling method, namely with 170 respondents. The analysis method in this study uses SEM-PLS (Structural Equation Model - Partial Least Square). This study's findings indicate that trust has a major impact on purchase decisions, simplicity of use has a large impact on decisions, and social media marketing has no significant impact on decisions. Ease of use and social media marketing's influence on purchase decisions might be mitigated by the trust factor. If respondents trust online travel brokers, social media marketing will have an impact on their purchase decisions.

Healthy persuasion: a values-based messaging approach to leisure air travel decision-making

“Healthy persuasion” is a public health social marketing strategy that aims to counter corporate efforts to drive the desire to consume products that cause negative individual (personal) and/or collective (social and/or environmental) health outcomes. In this paper, we argue that healthy persuasion might be usefully borrowed from public health and applied to leisure air travel (over) consumption to facilitate behaviour changes that past facts-based messaging has failed to evoke. We implemented mixed methods to generate quantitative and qualitative insights into the air travel decision making of Norwegian leisure travellers. Our analysis identifies and explores the values held by three groups relating to reduced leisure air travel – supporters, persuadables and opponents. We draw insights into values-based message framings that are likely to be effective in appealing to supporters and persuadables to reshape their air travel consumer decisions and conclude with important avenues of future research.

Behavioural Economics in Marketing: Understanding consumer Decisison Making

Consumer decision-making, which is susceptible to emotional and social effects in addition to cognitive flaws, is the focus of behavioural economics, which integrates findings from economics and psychology. Examining the impact of behavioural economic principles such as limited rationality, prospect theory, and heuristics on customer behaviour, this abstract outlines important ideas and new developments in the field of applied behavioural economics to marketing. To determine which techniques are most successful in influencing customer decisions, we examine framing effects, anchoring, and nudging. Furthermore, the significance of data analytics and digital marketing in comprehending and capitalising on customer behaviour patterns is addressed. Businesses may boost engagement, happiness, and revenue by integrating behavioural data into marketing campaigns. In order to better understand consumer decision-making and its practical implications for marketers, the article also proposes topics for further research, such as the influence of new technology and ethical issues in consumer manipulation.

Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Produk Garnier pada Mahasiswa STIE IBMT Surabaya

The purpose of this study is to determine the effect of green marketing and brand image on consumer decisions to buy Garnier products. This study uses a quantitative research approach, and data collection is done through a questionnaire that is given a Likert score of 1-4. This research involved students or female students of STIE IBMT. The sampling technique used is purposive sampling, or nonprobability. This study used 94 respondents. In this study, primary data was used, and the data analysis method used was multiple linear regression analysis. This was done with the help of statistical data analysis tools. The analysis method uses descriptive test, validity test, reliability test, multiple linear regression analysis, hypothesis testing, and classical assumption test. The results showed that there is a green marketing influence on purchasing decisions for garnier products. Then there is also the influence of brand image on purchasing decisions for garnier products, and there is also an influence between green marketing and brand image on purchasing decisions for garnier products. From this research, it is hoped that it can develop other factors or variables that can influence green marketing and brand image on product purchasing decisions with other environmentally friendly brand products.

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.

Electronic Word of Mouth and Its Effects on Consumer Decision-Making: Insights from an Extensive Literature Review

This comprehensive literature review critically examines the pervasive influence of Electronic Word of Mouth (E-WoM) on consumer decision-making. Distilling insights from over a hundred scholarly articles spanning the last decade, this paper aims to map out how E-WoM impacts purchasing behaviors across diverse sectors. Methodologically, the review adopts a systematic approach to identify, analyze, and synthesize existing research, providing a robust evaluation of E-WoM's effects through both quantitative and qualitative lenses. Findings indicate that E-WoM significantly shapes consumer perceptions and buying decisions, moderated by source credibility, message sentiment, and consumer involvement. The study's major contributions include a proposed integrative model that links E-WoM dynamics with consumer decision-making processes, offering a nuanced understanding of the mechanisms at play. This model clarifies the pathways through which E-WoM exerts its influence and highlights the role of digital platforms in amplifying consumer voices. Furthermore, the paper identifies critical gaps in current research, particularly in the areas of cross-cultural variations and the influence of emerging technologies. By bridging these gaps, this review serves as a foundational resource for academics and practitioners alike, guiding future research trajectories and informing strategic marketing practices in the digital era.

Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Memilih Perumahan Syariah Non-Bank

This study aims to analyze the influence of Sharia PPR characteristics, knowledge, and religiosity factor on consumer decision in choosing non-bank sharia housing. This type of research is a quantitative research with descriptive method. The respondents of this study is consumers of Sharia Housing of Aster Village Ciwastra (AVC) with a total sample of 172 peoples who were selected proportionall and the data collection is using questionnaire. The verification of variables using multiple regression and the significance testing used t test (partial) and F test (simultaneous). The results of the influence test, where partially the characteristics of sharia PPR, knowledge, and religiosity factor affect consumer decision in choosing non-bank sharia housing, with the contribution of each sharia PPR characteristic of 34.37%, knowledge factor of 16.58%, and the religiosity factor is 18.02%. Simultaneously, the characteristics of sharia PPR, knowledge and religiosity affect consumer decision in choosing non-bank sharia housing, with a contribution value of 83.70%. Based on the findings, if the characteristics of sharia PPR, knowledge factor and religiosity factor are increased simultaneously, it will be followed by an increase in consumer decision to choose non-bank sharia housing.

RESEARCH ON THE IMPACT OF ONLINE REVIEWS ON CONSUMER DE-CISIONS WHEN CHOOSING GOODS AND SERVICES ON MARKETPLACES

In the modern world, the Internet has be-come not only an effective distribution channel, but also one of the key platforms for the exchange of views and experience between consumers. Given the growth of online sales, understanding the impact of reviews on consumer decisions is becom-ing more relevant. Feedback can both at-tract new customers and alienate potential audiences, as confirmed by various studies [1]–[14], but the mechanisms of this influ-ence and its scale require additional detail and systematization. The results of a study of the impact of reviews on marketplaces on consumer solutions when choosing goods and services are of interest from the point of view of developing a marketing strategy in an organization on these online sites.

Pengaruh Citra Merek, Harga, Kualitas Produk dan Promosi terhadap Keputusan Pembelian (Survei Konsumen Uniqlo di Jabodetabek)

The reason researchers chose the uniqlo brand as research in Jabodetabek is based on the very high mobility of the capital city community, requiring comfortable clothing for outdoor and indoor activities. This study was conducted to determine the effect of brand image, price, product quality and promotion on purchasing decisions of uniqlo consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The research methodology uses a descriptive quantitative approach using multiple linear regression analysis which includes classical assumption tests, hypothesis testing and multiple linear regression analysis. Based on the results of multiple linear regression analysis, the equation purchase decision (Y) = 2.752 + 0.273(brand image) + 0.279(price) + 0.230(product quality) + 0.022(promotion) with an r square value of 0.431. The independent variable in this study only has a contribution of 43.1% to influence the dependent variable. While the other 56.9% is influenced by other factors.