Consumer Decision-making Process Research Articles

Exploring the Digital Landscape: Understanding and Adapting to Evolving Consumer Behavior in the Digital Age

This systematic review synthesizes findings from 24 scholarly papers sourced from Scopus and Emerald publications to provide insights into contemporary consumer behavior in the digital age. Key themes explored include the transformative impact of digitalization on consumer decision-making processes, the significance of privacy considerations, the importance of personalized marketing strategies, and the influence of external events such as the COVID-19 pandemic. Through an analysis of the literature, this review highlights the need for businesses to adapt their marketing strategies to meet the evolving expectations of empowered consumers in the digital landscape.

Forecasting tourism demand with helpful online reviews

PurposeOnline reviews serve as valuable sources of information, reflecting tourists’ attentions, preferences and sentiments. However, although the existing research has demonstrated that incorporating online review data can enhance the performance of tourism demand forecasting models, the reliability of online review data and consumers’ decision-making process have not been given adequate attention. To address the aforementioned problem, the purpose of this study is to forecast tourism demand using online review data derived from the analysis of review helpfulness.Design/methodology/approachThe authors propose a novel “identification-first, forecasting-second” framework. This framework prioritizes the identification of helpful reviews through a comprehensive analysis of review helpfulness, followed by the integration of helpful online review data into the forecasting system. Using the SARIMAX model with helpful online review data sourced from TripAdvisor, this study forecasts tourist arrivals in Hong Kong during the period from August 2012 to June 2019. The SNAÏVE/SARIMA model was used as the benchmark model. Additionally, artificial intelligence models including long short-term memory, back propagation neural network, extreme learning machine and random forest models were used to assess the robustness of the results.FindingsThe results demonstrate that online review data are subject to noise and bias, which can adversely affect the accuracy of predictions when used directly. However, by identifying helpful online reviews beforehand and incorporating them into the forecasting process, a notable enhancement in predictive performance can be realized.Originality/valueFirst, to the best of the authors’ knowledge, this study is one of the first to focus on the data issue of online reviews on tourism arrivals forecasting. Second, this study pioneers the integration of the consumer decision-making process into the domain of tourism demand forecasting, marking one of the earliest endeavors in this area. Third, this study makes a novel attempt to identify helpful online reviews based on reviews helpfulness analysis.

The Influence Of The E-WOM, E-Trust, and E-Service on Purchase Decision

The research aimed to investigate the influence of E-WOM, E-Trust, and E-Service on purchase decisions among active users of the TikTokShop marketplace in West Jakarta. These variables were chosen due to their critical roles in shaping consumer behavior and influencing purchasing decisions in online market contexts. E-WOM (Electronic Word of Mouth) reflects the power of recommendations and reviews from peers and online communities, which are crucial factors in modern consumer decision-making processes. E-Trust (Electronic Trust) is fundamental in establishing and maintaining relationships between consumers and online platforms, influencing user confidence in the platform's reliability, security, and credibility. E-Service (Electronic Service) directly impacts user experience and satisfaction within online marketplaces, as the quality of service provided significantly influences consumer perceptions and purchasing decisions. By examining the dynamics of E-WOM, E-Trust, and E-Service within the TikTokShop market context, the research aims to provide insights that can inform strategies to enhance user engagement, trust, and ultimately drive purchase decisions on the platform.

The Power of Perception: How Branding Shapes Consumer Behavior

This study investigates the multifaceted relationship between branding and consumer behavior, with a specific focus on the role of perception. Brands exert a significant influence on consumer decision-making processes, shaping preferences, attitudes, and purchasing behaviors. Recognizing the nuances of how consumers perceive and interpret branding cues is instrumental for businesses seeking to cultivate robust connections with their target audience. By synthesizing theories of perception and branding, this research explores the complex interplay between branding strategies and consumer behavior. Employing a variety of research methodologies, including surveys, interviews, and experimental analyses, this study elucidates the profound impact of sensory experiences, emotional associations, and cognitive processes on brand perception. Furthermore, it identifies and assesses effective branding strategies adept at harnessing perception to steer consumer behavior in a favorable direction. The insights derived from this study offer actionable recommendations for marketers to refine their branding strategies, foster brand loyalty, and gain a competitive advantage. Ultimately, this research contributes to advancing our understanding of the intricate dynamics of perception in shaping consumer behavior and informs strategic brand management practices.

Analyzing the Impact of Digital Marketing on Consumer Behavior

By employing various techniques like questionnaires, case studies, and data analysis, the research seeks to reveal the complex interactions between digital marketing initiatives and customer decision-making processes. The anticipated findings are poised to offer valuable insights to marketers, businesses, and researchers alike, as they endeavor to comprehend and leverage the potential of digital platforms in molding consumer behavior. Additionally, case studies provide an opportunity to delve deeply into specific instances where digital marketing initiatives have notably influenced consumer decision-making processes. Additionally, by using data analysis tools, researchers can find patterns, correlations, and trends in sizable datasets, providing important new information about how digital marketing strategies affect customer behavior in a variety of contexts, industries, and demographics. They should also add to the corpus of information already available in the discipline, giving scholars important new perspectives on how consumer behavior and digital marketing are changing in today’s competitive market.

Impact of TV Advertising on Decision-Making of Consumers in Pakistan

Television advertising has proven to be an effective tool for introducing new products and influencing customer behavior and decision-making processes. This study analyzes the "Impact of Television Advertisement on Consumer Decision Making in Pakistan." The researcher collected data using the survey method and a questionnaire. 300 female consumers were chosen from three regions of Lahore (Karim Park, Gulshan e Ravi, and Defense) based on demographics such as age, education, and income. The data was examined using univariate and bivariate methods of statistical analysis, and conclusions were drawn. The hypothesis was verified using the test for statistical significance, Chi-Square, which confirmed that 'More Nesvita TV ads, more acceptances in actual life among customers'. It was discovered that television advertising had a significant impact on consumers' cognitive functions such as searching for information and alternative selection. The findings provide useful information about the efficiency of Nestlé Nesvita TV advertisements and their impact on consumer decision-making processes in the Pakistani market.

The Impact of Perceived Quality and Brand Loyalty on Venture’s Equity: The Mediating Role of Customer Trust

The primary focus of this study is to provide new insights into the correlation between brand loyalty, perceived quality, and entrepreneurial venture’s value, while taking into account the role of customer trust as a mediator. It is found that perceived quality plays a vital role in augmenting venture’s value, with customer trust acting as an intermediary between venture’s value and the aforementioned factors. Noteworthy theories such as the Trust-Commitment theory, Expectation-Confirmation theory, and the Edelman Trust report emphasize the significance of customer trust in building venture’s value. As brands continue to wield greater influence in consumer decision-making processes, venture’s value assets become a metric for measuring consumer trust. The research methodology employed is based on survey-based random polling method. The statistical validity of these assumptions is established through econometric tools, specifically analysis of variance, structural equation modeling (SEM), and fitness testing. However, it is important to note that the limited sample size is a crucial constraint in this study, and it is recommended to expand the comprehensive representation of venture’s value to encompass a wider range of geographical areas in order to enhance its external validity.

Impact of Social Media Advertising on Consumer Behaviour: An Empirical Study

This empirical study delves into the intricate relationship between social media advertising and consumer behavior, seeking to provide a nuanced understanding of the mechanisms through which these digital platforms influence contemporary consumer decision-making. With the pervasive ubiquity of social media in today's society, businesses increasingly turn to these platforms to engage with consumers. This research employs a mixed-methods approach, combining surveys, content analysis, and experimental methodologies to unravel the multifaceted impact of social media advertising. The literature review synthesizes existing knowledge, drawing on theories such as Social Cognitive Theory and the Elaboration Likelihood Model, to establish a theoretical foundation. Previous findings on consumer engagement, trust, and the role of influencers in social media advertising are critically examined, offering a comprehensive backdrop for the study. The research design involves a targeted exploration of various social media platforms, including Facebook, Instagram, Twitter, and TikTok, assessing the effectiveness of diverse advertising formats. Consumer engagement and interaction are scrutinized, with a focus on user-generated content as a pivotal indicator of audience receptivity. The study also delves into the distinctive impact of influencer marketing and the factors contributing to its effectiveness in the realm of social media advertising. An in-depth analysis of the correlation between social media advertising exposure and consumer purchase intentions forms a core aspect of the study. Factors mediating or moderating this relationship are explored, shedding light on the nuanced pathways through which social media influences consumer decision-making processes. Challenges and ethical considerations in the domain of social media advertising are addressed, encompassing issues such as ad fatigue and privacy concerns. The study concludes by offering practical recommendations for advertisers and marketers, grounded in the empirical insights gleaned from the research. In synthesizing theoretical frameworks, empirical findings, and practical implications, this study contributes to a deeper understanding of the impact of social media advertising on consumer behavior, offering valuable insights for businesses navigating the dynamic landscape of digital marketing.

How Are Consumer Perspectives of PV Rooftops and New Business Initiatives in Indonesia’s Energy Transition?

In the evolving landscape of the energy sector, it is vital for energy companies to grasp consumer behaviors to foresee future business prospects and risks. This study delves into how consumers react to Indonesia’s Electricity Company’s innovative business propositions, particularly the PV rooftop product. It also seeks to understand market reactions to other novel business concepts beyond the PV rooftop product. This research employs a quantitative approach, utilizing surveys for data gathering and statistical methods for analysis. Key variables examined include Attitude, Environmental Concern, Subjective Norm, Perceived Behavior Control, Personal Norm, and Regulation, with the primary focus on the Purchase Intention for the PV rooftop product. The findings reveal that key variables, specifically Personal Norm, Subjective Norm, and Regulation, significantly influence consumer behavior toward rooftop PV. This study also uncovers a high market demand for yet-to-be-launched services like electrical repairs, smart home consultancy, and micro-loans, indicating a diverse market potential for these innovative ideas. This research highlights the importance of analyzing consumer behavior in predicting the potential for both opportunities and challenges in a company’s new business ventures, particularly in the renewable energy sector. The results underscore the significant impact of sociocultural factors and regulatory frameworks on consumer decision-making processes. These insights offer critical guidance for Indonesia’s energy stakeholders in developing countries, aiding in formulating new business strategies and identifying market opportunities amidst the global shift towards renewable energy. This study’s key results emphasize the need for energy companies to adapt and innovate in response to consumer preferences and regulatory environments in order to capitalize on emerging market trends.

Exploring Motivators and Inhibitors in Online Shopping: An In-depth Analysis of Consumer Decision-making Processes

This study seeks to explore the dynamics of consumer behavior in the context of online shopping, specifically examining various constraints that influence consumers' online shopping behavior. The primary objective is to uncover the challenges encountered by consumers during their online shopping experiences.Employing a quantitative research approach, this study conducted a survey among users of online shopping platforms to gather insights into their perspectives.The findings of the study revealed six key factors limiting consumers' willingness to make online purchases. These factors include concerns related to bank transactions and trust, a preference for the convenience of traditional shopping over online options, considerations of reputation and services, prior experiences, feelings of insecurity, and insufficient product information leading to a lack of trust.This research is particularly valuable for e-tailers engaged in various forms of e-commerce, whether involving customer-to-customer or customer-to-business transactions. The managerial implications put forth aim to enhance marketing strategies, fostering consumer trust in the realm of online shopping.In contrast to prior research, this study concentrates on identifying specific factors that hinder consumers' engagement with online shopping, contributing to a nuanced understanding of the challenges faced by consumers in this domain.

RETRACTED ARTICLE: From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing

Within the rapidly changing online sphere, the significance of online for offline (O4O) commerce platforms in directing consumer choices is evident. The purpose of this research is to examine the factors that influence consumer shopping motives within the context of O4O commerce. The value of this study lies in its enhancement of our understanding of how various factors within the O4O model impact consumer decision-making processes. This offers significant insights for businesses and marketers, enabling them to strategize more effectively for customer engagement and retention. The study analyzed a dataset of 272 consumers who were familiar with O4O platforms, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology, specifically conducted through the SmartPLS software program. The results revealed that effort expectancy has a connection with continuance intention but remains unrelated to shopping intention. In contrast, performance expectancy was influential in both continuance and shopping intentions. Social influence showed a strong relationship with continuance intention, yet lacked significance with shopping intention. Facilitating conditions primarily directed continuance intention, without influencing shopping intention. The study also validated the relationship between continuance intention and shopping intention, highlighting innovativeness as a key moderator in the bond between social influence and continuance intention. These insights offer valuable perspectives for industry professionals, elucidating factors that drive consumer interactions on O4O commerce platforms.

Faktor-Faktor yang Memengaruhi Keputusan Pembelian Minyak Goreng Kemasan Bermerek di Kota Bandung

Consumer behavior influences the purchase decision-making process. The consumer decision process in buying branded packaged cooking oil products will be decided by various things, including product attributes. The purpose of this study is to see how much influence product attributes (brand, product quality, and price) on consumer decisions in buying branded packaged cooking oil in Bandung City. This study uses a quantitative research design with survey methods conducted in three sub-districts, namely Buah Batu District, Babakan Ciparay District, and Bandung Kulon District. The analysis used is descriptive analysis and inferential analysis consisting of regression analysis, T test, and F test. The results showed that product attributes which include brand variables, product quality, and price were only product quality variables that had a negative effect or hypotheses were rejected against purchasing decisions, while brand and price variables had a positive effect. This shows that the majority of consumers making purchases do not make quality the main goal. Consumers make purchases as an obligation to meet basic needs.

WILL DIGITAL BANKING TRANSFORMATION AFFECT CONSUMER BEHAVIOR IN THE FINANCIAL SECTOR?

This study aims to examine how customer communication, trustworthiness, transparency, and innovation influence the transformation of digital banking. It also investigates the impact of digital banking transformation on customers’ financial behavior. Data were collected using a well-structured questionnaire and distributed to digital bank customers of ten banks in Indonesia. A total of 187 digital bank customers participated in this study. For data analysis, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using WarpPLS 6.0. The results show that customer communication, trust, transparency, and innovation positively affect digital banking transformation. It also indicates that the digital banking transformation positively impacts customer financial behavior. This study highlights previously unexplored aspects, particularly the role of digital banking transformation as a stimulant that encourages consumers to actively manage, plan, and invest their funds, which can significantly influence their financial decision-making behavior. The findings of this study highlight the importance of providing customers with a comprehensive understanding of the presence of digital banks. The advent of digital banks is expected to alter financial behaviors in the consumer decision-making process. Additionally, the government may safeguard and reassure individuals about the use of digital banking. By accelerating the pace of digital transformation and enacting appropriate regulations, Indonesia is poised to fulfill its mission of becoming a developed nation.

Feeding the Campus Craze: Unpacking the Influencers on University Students’ Fast-Food Delivery Choices——An In-Depth Qualitative Exploration

Abstract: One very essential tool for the success of any business operation is a good knowledge of the consumer behaviour of its target. Consumer behaviour encompasses the various actions, thoughts, and emotions that impact individuals’ decisions related to the purchase, usage, and disposal of goods and services in their daily lives. While existing literature extensively covers consumer decision-making processes, there is a noticeable lack of information on the factors influencing the decision-making processes of university students, particularly in a developing country like Ghana. To address this gap, the present study investigates the factors influencing the decisions of University of Cape Coast (UCC) students when choosing specific fast-food delivery vendors. Utilizing one-on-one interviews, a purposive sample of 12 University of Cape Coast students was selected to gather their perspectives. The findings from these interviews indicate that the primary factors influencing students’ choices to engage with fast-food delivery services are convenience/proximity, timely delivery, and the taste of the food. Additionally, sub-categories such as the quantity of food, packaging, and the appearance of delivery motor riders were identified. The outcomes of this study have implications for marketing communications, highlighting the importance of addressing factors like convenience, timely delivery, and taste to effectively engage university students in the context of fast-food delivery services.

Intersection of Islamic Values and Consumer Preferences

This study aims to explore the intersection of Islamic values and consumer preferences within the realm of marketing, particularly focusing on the implications for businesses operating in Muslim-majority markets or targeting Muslim consumers worldwide. The research design adopts a qualitative approach, utilizing thematic analysis to synthesize recent literature on Islamic marketing and consumer behavior. The findings reveal that Islamic principles such as halal authenticity, ethical considerations, and cultural sensitivity significantly influence consumer decision-making processes across various product categories. Additionally, the study highlights the growing importance of understanding the impact of technological advancements, regulatory developments, and socio-cultural shifts on consumer behavior and market dynamics within the context of Islamic marketing. The implications of these findings underscore the need for businesses to prioritize halal authenticity, ethical sourcing, and cultural sensitivity in their marketing strategies to build trust, credibility, and loyalty within Muslim communities. This study contributes to the advancement of theory and practice in Islamic marketing, informing strategic decision-making and promoting inclusive and ethical approaches to consumer engagement in the global marketplace.

THE ROLE OF BRAND IMAGE AND PERCEIVED RISK ON THE ATTITUDE AND INTENTION TO USE PAYLATER SERVICES IN GENERATION Z.

This study investigates the impact of Brand Image and Perceived Risk on Attitude and Intention to Use Paylater services among Generation Z in Indonesia's growing financial technology landscape. Paylater, a widely adopted service, facilitates cashless fulfilment of needs. This study focusing on Generation Z which domicile in Java Island Indonesia. The aim of this study is to elucidate Paylater's significance as an emerging financial solution, providing insights to manage user risks and enhance understanding of consumer decision-making processes. Data from 125 respondents collected via questionnaires and analysed using Partial Least Square (PLS), the study reveals significant associations that the existence of Brand Image has significant impact to attitude and attitude is significant to Intention to use Paylater. This path are the most important variables that has greatest value impact to influence Paylater’s intention to use. However, Brand Image's impact on Intention to use Paylater is insignificant. The existence of Perceived Risk significantly influences Attitude. The result also prove that brand image and perceived value are not directly significant to paylater’s intention to use.

Health Claims in Food Products: Buyers Attitude and Behaviour in Indonesia

This study explores the dynamics of health claims in food products and investigates the attitudes and behaviors of buyers in Indonesia. With a growing global trend towards healthier lifestyles, understanding consumer responses to health-related claims on food items is crucial. The research delves into the factors influencing buyer attitudes, examining the impact of demographic variables, socio-cultural nuances, and individual attitudes towards health claims. Through a combination of qualitative and quantitative methodologies, the study aims to unveil patterns in consumer decision-making processes and discern the extent to which health claims influence purchasing behaviors in the Indonesian market. By shedding light on the intricate interplay between health claims and consumer choices, this research contributes valuable insights for both the food industry and policymakers seeking to foster healthier dietary practices in Indonesia.

Customer Product Choice: The Effect of Product Quality on Relative price and Price fairness and their implication on Customer Product Choice

This study examines the influence of product quality on individuals' perceptions of relative prices and price justice, as well as the potential consequences for consumer decision-making in product selection. This study employs robust statistical analysis to get insights into customers' decision-making processes when purchasing products and selecting brands, particularly about product attributes and pricing. The study employed a non-parametric Structural Equation Modeling PLS technique, which involved a sample of 100 consumers who had previously consumed cigarette goods in the urban area of Bandung. The questionnaire was distributed through social media platforms, utilizing a Google Form link. The employed sample method is convenience sampling, wherein clients are requested to complete a structured questionnaire that has been supplied. The poll encompassed inquiries about participants' perceptions regarding the quality of the product, its comparable pricing, and the appropriateness of the price. The survey data were subjected to rigorous statistical analysis, encompassing several analytical techniques such as regression analysis and hypothesis testing. The study's findings indicate that a product's quality plays a substantial role in shaping consumers' evaluations of comparable prices and perceptions of price justice. Consumers tend to make product selections predicated upon their subjective quality assessment, shaping their perception of the product's price. The presence of excellent product quality can mitigate price barriers, as customers exhibit a greater propensity to pay elevated costs for things they believe to possess superior quality. Furthermore, this study demonstrates that comparable costs and the perception of price justice influence consumer product choices. This condition highlights the significance of prudent pricing within a company's marketing strategy, whereby competitive and equitable pricing can catalyze consumers to opt for specific products. However, a further noteworthy discovery is that the relative pricing and price reasonableness factors do not influence customers' brand preferences. This condition suggests that when considering the choice of a brand, several elements, such as brand image, individual preferences, or distinctive brand characteristics, may exert a more significant impact. The correlation between product and brand compatibility plays a significant part in consumers' decision-making process when it comes to selecting a brand. The findings of this study offer significant implications for businesses in enhancing their marketing and pricing strategies. Furthermore, they contribute to a more comprehensive comprehension of consumer decision-making processes within the product and brand choices framework. In order to achieve success in a competitive and dynamic business climate, it is imperative to possess a comprehensive comprehension of the various elements that impact consumer decision-making.

Brand portfolio extension of international hotel chains: a perspective on consumer confusion and consumer decision-making process

PurposeThis study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands on the purchase decision process.Design/methodology/approachFour representative international hotel chains (Marriott, Accor, Wyndham and Hyatt) were selected, and this study adopted consumer confusion from both formative and reflective perspectives. First, the authors dealt with stimuli-causing consumer confusion and evaluated similarity, overload and ambiguity confusion about the brand portfolio of these major hotel companies. Second, the authors examined the influence of consumer confusion on the decision-making process, which is rooted in the awareness–interest–desire–action model.FindingsAmong the source of consumer confusion, similarity confusion was critical for Marriott, Accor and Hyatt, whereas ambiguity confusion was severe for Wyndham. Awareness was positively affected by overload confusion, but negatively affected by ambiguity confusion. Furthermore, the link between interest and desire was moderated by the consequences of consumer confusion.Practical implicationsBased on both positive and negative roles of consumer confusion, this study provides implications for enhancing brand strategy and communications of international chain hotels.Originality/valueThis present study differs from previous studies, in that it deals with consumer confusion associated with brand portfolio expansion, which produces a double-edged sword effect in the hotel context.

The influence of social media influencers on consumers’ decision making of restaurant choice

Purpose of the research: This research aims to examine the influence of social media influencers on consumer decision-making process in restaurant selection.
 Design/methodology/approach: This research employed questionnaire technique to collect primary data. Snowball sampling technique is employed. The customer journey theory is also adopted as a theoretical underpinning of the study to examine the influence of SMI trust on consumer decision-making of restaurant selection. The research data was analysed using Smart PLS. 
 Findings of the research: The results of the study showed that each steps of consumers decision-making of restaurant selection is positively correlated with trust in SMIs. According to the findings consumers showed tendency feeling desire to visit a restaurant that recommended by an SMIs and, search for information provided by influencers. There is also a significant correlation between trust and evaluating alternatives and buying decisions indicating that consumers are significantly influenced in pre-purchase stage. Significant association between SMI trust and satisfaction and experience sharing shows the significant effect of trust in the post-purchase. 
 Originality/Value: Being one of the first attempts to investigate the influence of social media influencers’ trust on diners’ decisions to choose a restaurant employing customer journey theory. Also, this research makes a contribution to the consumer decision-making journey literature by investigating and providing evidence regarding each step of decision-making journey in the context of restaurant selection.