Consumer Intention Research Articles

Comparison of Studies Conducted in the Field of Neuromarketing and Artificial Intelligence Using Bibliometric Method

Abstract Neuromarketing research focuses on consumer purchase intention, decision-making processes, purchase behavior, brand awareness, brand loyalty, and repeat purchase behavior. In these studies, consumer behavior has been analyzed using neuroscientific methods and tools. The most commonly used tools include Functional Magnetic Resonance Imaging (fMRI), Eye Tracking, Electroencephalogram (EEG), Positron Emission Tomography (PET), Transcranial Magnetic Stimulation (TMS), Magnetoencephalogram (MEG), Steady State Topography (SST), Implicit Association Test (IAT), Facial Electromyography (fEMG), Automatic Face Coding (AFC), Skin Conductance Response (SCR), and other methods for measuring physiological responses. However, the use of these neuroscientific tools is not always possible due to economic constraints and lack of experimental design. Neuroscientific imaging and measurement methods are not preferred in every study due to their high costs and expertise requirements. However, when neuromarketing studies are examined, it is seen that methods such as Eye Tracking, EEG and fMRI are used more widely. These tools contribute to a deeper understanding of consumer behavior. In order to better analyze consumer behavior, it is of great importance to convey marketing stimuli and messages correctly. In the field of marketing, the effect of stimuli conveyed to consumers using the five senses is one of the focal points of neuromarketing. More than one neuroscientific method should be used together to understand consumer intentions, thoughts and purchasing behaviors. In this way, the obtained data can be analyzed more comprehensively and clearer insights can be provided about neuromarketing. The aim of this study is to present a comprehensive assessment of the use of neuroscientific tools by examining the publications in the field of neuromarketing in the Web of Science database between 2010-2024 with bibliometric analysis. The study will address the limitations of not using more than one neuroscientific tool together in neuromarketing research and the inadequacy of analyses supported by artificial intelligence. A more holistic approach will be proposed to address these shortcomings and a guiding resource for future research will be created.

Assessment of Health Values, Beliefs, Norms, and Behavior towards Consumption Intention of 3D-Bioprinted Meat.

Continuous innovation in product development further enhances consumer appeal and contributes to a more sustainable and ethical food system. This study used the health belief model (HBM) and value-belief-norm (VBN) theory to investigate the customer perceptions of and intentions towards 3D-bioprinted meat. Specifically, this study examined consumer behavior factors using higher-order partial least squares structural equation modeling (PLS-SEM). Data were collected from 738 meat consumers through online survey questions, distributed among social groups and face-to-face distribution-limiting only to respondents who are familiar with 3D-bioprinted meats. Using a filtering question, only those who are familiar with and have knowledge of the topic were considered valid respondents. Based on the results, all variables under the integrated theories were deemed significant. Consumers' perceptions of 3D-bioprinted meat are also shaped by altruism, egoism, biospheric concern, and willingness to change. The findings revealed that buyers rationally choose benefits over social or personal values. The study emphasized educating consumers, being transparent about production, and constantly innovating for higher acceptance of 3D-bioprinted meat. In order to foster consumer confidence, it is essential to prioritize transparency in the production process, encompassing information regarding sourcing and manufacturing methods. Certifications that validate safety and quality standards serve to reinforce this notion. In addition, the implementation of competitive pricing strategies has the potential to enhance the accessibility of 3D-bioprinted meat, whereas industry partnerships can aid in distribution operations and improve market visibility-all of which extend the practical implications developed for this study. Moreover, the foundation of the integrated framework promotes its extension and application outside technology-based meat production. This could also be considered and utilized among other studies on developed food and food consumption.

I genuinely recognize you: how technological engagement and privacy increase the online purchase intent of consumers

Purpose The purpose of the study was to explore the purchase intention of online consumers by proposing and validating a model supported by exhaustive reviews from top-rated journals, where digital technology, consumer privacy, consumer engagement and online advertising were the extracted constructs influencing consumer learning on digital platforms and finally evaluating the purchase intention of online consumers. Design/methodology/approach A questionnaire representing these constructs was then sent to the 470 respondents on LinkedIn, and then designations like business heads, managers and faculty from educational institutions were selected using a stratified sampling technique and, finally, PLS-SEM robust computation standards aided in research model assessment and validation. Findings Results predicted that the variance explained by individual independent constructs defines consumer privacy as a priority for companies, followed by online advertising, consumer engagement and digital technology while measuring the final purchase intent for online consumption. Also, with dynamism in consumer sentiments and a rapidly changing technological environment, the consumer’s digital behaviour may differ in the coming future in relation to their online purchase intent. Research limitations/implications Current research anticipates that the final online purchase intent of consumers has been vividly covered by our independent constructs, but an unexplained R2 of 31% still promotes prospects related to the existing research. Furthermore, India has a huge rural population that, with a lack of money, has a complex behavioural mindset due to religious issues. Practical implications It is important to note that in a real-time market, a better understanding of the duality of persuasive and smart technology and the evaluation of the performance of social media helps in deciding the final online consumer intent. Originality/value The need for digital transformation has become an essential necessity for companies while managing the expectations and needs of the fastest-growing online consumers.

Analytical tools for evaluating customer experience in the context of marketing management of service companies

The purpose of this study was to theoretically elaborate the model of formation of customer experience of service organisations at the conceptual level and to conduct a study using the developed tools for its evaluation on the example of the hotel business. The main results were based on the principle of holistic personalism and are obtained using the methods of field marketing research, questionnaire survey of respondents, scoring and index method. The data were processed and analysed using statistical correlation analysis, graphical and matrix approaches. The Customer development methodology was used to form a chain of positive customer reactions. The article substantiates a conceptual model of formation of customer experience in service organizations based on the principles of behavioural theory. The article allocates 2 groups of factors on the example of hotels that form the customer experience: explicit and implicit, and includes 6 factor attributes. Three types of customer experience are distinguished: before the moment of consumption of the product – the expected experience (CX ex en.), at the moment of consumption – as the perceived customer experience (CX at the time), and intentions for future consumption of the service product (CX ex post). To assess them, 4 marketing metrics were proposed to evaluate each type of customer experience. To interpret the results, the values of the indicators are scaled. The carried out testing of the proposed methodology on a sample of 14 four-star hotels confirmed the hypotheses of the study. The proposed theoretical concept and evaluation tools can be further used to develop marketing programmes for Customer Experience Management (CXM)

Consumer intention to buy products containing fish with better welfare: the role of empathy in an extended value–belief–norm model

PurposeA limited number of studies have aimed at understanding behavior towards animal welfare. However, there are indications that consumers make an important distinction between land animals and fish. As no studies have attempted to explain the factors that influence consumer behavior towards the welfare of fish, this study aims to explain the behavior using the value–belief–norm (VBN) model. In addition, we extend the model by using empathy as a factor influencing the formation of personal norms. This study argues that by adding empathy to the model, we will improve the ability of the VBN to explain moral behavior.Design/methodology/approachThe study is based on survey data from 416 Norwegian consumers. A structural equation modeling analysis with latent constructs is used to test the hypotheses.FindingsThe findings validate the ability of the VBN model to explain consumer intention to buy products containing fish with better welfare. We also showed that empathy and beliefs strongly influence personal norms. The extended VBN model increased the explained variance of personal norm by 11,54%. Consumers with biospheric values are strongly likely to have empathetic feelings towards fish suffering and believe that fish can feel pain. However, consumers with hedonistic values are significantly negatively related to beliefs and empathy.Practical implicationsBy understanding the role of empathy, companies can develop marketing strategies that appeal to consumers' values, empathy and beliefs and ultimately encourage them to make purchases that support fish welfare.Originality/valuePractically, this study explores consumers' beliefs towards fish welfare and identifies consumers who are more likely to purchase products containing fish with better welfare based on their values.

Consumers’ attitudes and intentions toward functional beverages: a lesson for producers and retailers

Functional foods and drinks benefit human health beyond adequate nutritional effects. The rising popularity of functional beverages (FBs) is associated, among others, with their convenience and capacity to meet consumer needs. This research study aimed to explore the predictors of consumers’ intentions toward functional beverages FBs and develop guidelines for how producers and retailers could develop adequate strategies regarding the products. The online questionnaire survey examined consumers’ willingness to purchase (WTP) FBs in three categories: (i) yogurts, kefirs; (ii) isotonic, hypertonic, and hypotonic drinks; (iii) smoothie drinks, and fruit/vegetable cocktails. The questionnaire considered consumers’ values, attitudes, and intentions toward FBs. A four-stage hierarchical multiple regression was undertaken. Predictors of WTP products from the selected groups differed. Women were more willing to buy fruit and vegetable-based FBs than men. Reward from using functional foods was the strongest predictor of consumers’ WTP dairy FBs and sports drinks. We suggest conducting an experimental study in the future, which should allow us to best determine cause-and-effect relationships between values and attitudes and WTP FBs. Food habits are essential determinants of consumer intentions toward FBs; hence, we suggest promoting healthy nutrition habits within public–private partnerships. Retailers that offer health foods and employ societal retailing may disclose this information in sustainability reporting. The originality of this study resides in designing a model for assessing consumers’ attitudes and intentions toward FBs belonging to three selected categories. Previous studies were usually focused on the functional food market in Asian countries. We examined consumers’ WTP FBs in a European country.

Sustainable consumption practices among Chinese youth

A global crisis caused by unsustainable practices and their detrimental effects on civilization has compelled us to rethink the adoption of green consumption practices. This study aims to determine the determinants of green consumption behavior among Chinese youth. Based on the integrated frameworks of two renowned theories, the knowledge-attitude-practice model and the theory of planned behavior, this study proposes 11 hypotheses for empirical investigation. An online survey was used for a quantitative cross-sectional study with a convenience sample of young Chinese consumers. A dataset comprising 876 observations was examined by applying partial least squares structural equation modeling using Smart-PLS 4.0. The results show that green consumption intention and perceived behavioral control significantly affect green consumption behavior. Attitudes towards eco-social benefits, attitudes towards green consumption, and subjective norms positively affect green consumption intentions. In addition, environmental concern and knowledge positively affected all three attitude dimensions. The study further identified that green self-identity moderates the connection between green consumption intention and green consumption behavior, whereas ecolabelling is not a significant moderator of the same relationship. The theoretical contribution of this study is that it employs multigroup analysis to investigate gender- and income-based variations in the relationships, offering a comprehensive framework integrating theories along with dimensions of attitude, which offers nuanced insights into green consumption behavior. Regarding its policy implications, this study highlights the necessity of promoting environmental concern and knowledge through education and awareness campaigns while supporting eco-social benefits and green consumption practices, which can be a potent way to promote positive attitudes, intentions, and sustainable behaviors among the general population.

Virtual reality tourism: intention to use mediated by perceived usefulness, attitude and desire

Purpose COVID-19 halted global tourism, prompting stakeholders to use virtual reality (VR) tourism to maintain interest. Due to technological advancements and wider internet access globally, VR tourism has become increasingly popular. Guided by the attention-interest-desire-action (AIDA) model and the technology acceptance model (TAM) frameworks, and with the inclusion of personal innovativeness, this study aims to clarify consumer intentions toward engaging with VR tourism by investigating factors such as personal innovativeness, interest, perceived usefulness (PU), perceived ease of use (PEOU), attitude and desire. Design/methodology/approach Data was gathered from 252 participants using a cross-sectional approach, with partial least squares structural equation modeling used to assess the research model. Findings The findings indicate consumers' personal innovativeness strongly influences VR tourism intention, mediated by PU, attitude and desire. VR tourism intention is also significantly impacted by interest in VR tourism and is mediated by PU and PEOU, attitude and desire. PEOU and PU are significantly linked to interest and determine attitude. Attitude, both directly and indirectly, significantly influences VR tourism intention through users' desire, which mediates the relationship. Through multiple group analysis, the path from desire to intention is found to be moderated by age, education and marital status. Practical implications Theoretically, this study pioneers a framework that merges AIDA, TAM and personal innovativeness to advance the understanding of VR tourism adoption dynamics and enrich tourism research. Managerially, it provides valuable guidance on targeting communications and technology toward increasing VR tourism engagement and presents a roadmap for industry practitioners. Originality/value This research addresses the identified gaps in extant literature by combining TAM and AIDA with personal innovativeness to investigate the process of consumers' VR tourism intention, triggered by consumers' personal innovativeness and interest in VR tourism. The study highlights significant managerial insights for both tourism industry practitioners and academic researchers, which can assist with decision-making to promote VR tourism development.

Behavioral reasoning theory perspectives on voluntary social insurance: The roles of collectivism and long‐term orientation

AbstractVoluntary social insurance is part of Vietnam's social security system, aimed at stabilizing the lives of laborers, ensuring their safety and lifelong quality of life. To motivate workers to engage in voluntary social insurance, it is necessary to have a thorough comprehension of the fundamental factors that influence their behavioral intentions. Accordingly, this current study expands the framework of behavioral reasoning theory to assess consumers' intentions to purchase social insurance. The authors suggest an expanded behavioral reasoning model that includes the cultural values of consumers, specifically collectivism and long‐term orientation. The proposed model underwent testing through the utilization of structural equation modeling with a sample size of 518 individuals who expressed interest in voluntary social insurance in Vietnam. The findings of this study indicate that behavioral reasoning theory is suitable for explaining intentions to purchase voluntary social insurance, where behavioral intentions are influenced by “reasons for,” “reasons against,” and consumers' attitudes. Furthermore, the cultural values of consumers have an important effect on shaping their perceptions and attitudes towards voluntary social insurance. Therefore, this study has significant ramifications for individuals responsible for making decisions and creating policies who are interested in obtaining a more profound comprehension of consumer intentions about voluntary social insurance.

Decision-making model in digital commerce: electronic trust-based purchasing intention through online food delivery applications (OFDAs)

PurposeThis research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce (e-commerce) and how e-trust influences the purchasing intention of consumers while ordering food through OFDAs including fear of contagious diseases. Determinants of e-commerce in the digital era profoundly impact the performance of enterprises.Design/methodology/approachData from 493 food consumers collected from Federal Capital Territory (FCT) Pakistan, who were regular users of OFDAs. To scrutinize the dataset, confirmatory factor analysis (CFA) was conducted to assess the construct validity in this research study. Structural equation modeling (SEM), which is facilitated by Smart-PLS, was employed to examine the direct, moderation and mediation effects of the proposed model.FindingsResults revealed the positive and significant impact of the e-trust on the purchase intention. Additionally, e-trust acted as a mediating factor in the connection between electronic security (e-security), electronic privacy (e-privacy), usability, electronic payment (e-payment), electronic innovativeness (e-innovativeness) and the buyer's purchase intention. Furthermore, the fear of contagious viruses negatively moderated the e-trust and purchase intention that weakened buying behavior.Originality/valueThis research is primarily centered on enhancing the comprehension regarding safety orientation within the context of an evolving restaurant industry. The findings of this study hold substantial contributions for academics, web developers, application designers, OFDAs, restaurants and other businesses since they indicate the attractiveness of OFDAs in generating feelings of pleasure and boosting users' intentions to keep using the application.

Understanding Consumer Decisions to Continue Using e-Wallets in Jabodetabek

The development of internet technology makes human activities easier and faster. One form of technological innovation in the financial sector is an electronic wallet (e-wallet) online payment system. At the beginning of its launch, some e-wallets provided consumers with massive promotions (spend money). However, currently, massive promotions are no longer offered by some e-wallets. This study aims to examine consumer intentions to continue using e-wallets even though the company currently no longer provides promotions as before. Adopting the Post Acceptance Model (PAM) to determine consumer sustainability factors when using information systems. This is achieved by examining the variables that affect satisfaction and the impact of satisfaction on the value of continued use of information systems on e-wallet applications. A total of 307 samples were collected by purposive sampling of e-wallet users who live or work in Jabodetabek. The data analysis method uses structural equation modeling. The results showed that satisfaction could influence the desire to continue using the e-wallet application felt after use, the perceived benefits received (perceived usefulness), and the enjoyment or pleasure felt in using the e-wallet application.

Modulating variables impacting the intersection of health and environmental concerns in organic food purchasing decisions

PurposeThe increasing focus of consumers on health and environmental sustainability continues to drive the demand for organic food. Despite the recognized importance of health and environmental concerns, the differential impact of these factors on organic food purchasing decisions is evident, indicating the presence of moderating variables. This investigation attempts to delineate these contingencies within the realms of socio-environmental and individual factors, paying particular attention to subjective norms, uncertainty, and egoistic values.Design/methodology/approachUsing the convenience sampling method, the primary data sample was collected by a professional market research consulting firm and included 1876 usable respondents from China. Hierarchical multiple regression analysis was utilized to verify the model and test the relationships between the constructs.FindingsThe results indicated that the path from environmental concern to organic food purchase intention was significantly influenced by subjective norms and uncertainty, both of which enhance this relationship. In contrast, egoistic values appeared to dampen this effect. Uncertainty also emerged as a key factor in the link between health concerns and organic food purchase intention, albeit with an opposite impact, weakening the relationship.Practical implicationsThis study provides useful insights for academics and marketers to understand the complex phenomenon of organic consumer behavior. This result indicates that marketers can target reference groups to develop organic food marketing strategies.Originality/valueFew studies have proposed and validated a model with these moderating factors collectively to study the purchase intention of organic food consumers in China.

Media literacy and its role in promoting sustainable food consumption practices

Household food consumption is a major driver of environmental impacts globally. Promoting sustainable consumption practices is crucial for addressing the challenges of resource depletion, food waste, and climate change. This study investigates the role of media literacy in fostering sustainable consumption awareness and behavior. A total of 432 Iranian consumers participated in the study by completing an online structured questionnaire. The data was analyzed using partial least squares structural equation modeling (PLS-SEM), revealing that the different aspects of media literacy, including usage, accessibility, content generation, and critical understanding, accounted for 93% of the variance in sustainable consumption awareness. Additionally, these factors explained 51% of the variance in sustainable consumption intention. The combined influences of sustainable consumption awareness and intention accounted for 87% of the variance in sustainable consumption behavior. To promote sustainable consumption, it is recommended to establish dedicated networks and channels that focus on delivering sustainable and healthy consumption content. Furthermore, organizing programs featuring environmental experts and interactive platforms, such as question-and-answer panels, can enhance critical understanding among media-literate audiences and contribute to the adoption of more sustainable consumption practices.

Bridging the Gap: Leveraging the technology acceptance model (tam) to understand how fintech, digital marketing strategies, and consumer intentions foster financial inclusion

Bridging the Gap: Leveraging the technology acceptance model (tam) to understand how fintech, digital marketing strategies, and consumer intentions foster financial inclusion

Relationship between Green Advertising Receptivity and Consumer Intention to Purchase Eco- labeled Product: Role of Trust as a Mediator

Relationship between Green Advertising Receptivity and Consumer Intention to Purchase Eco- labeled Product: Role of Trust as a Mediator

Anthropomorphic last-mile robots and consumer intention: An empirical test under a theoretical framework

Despite booming online retail in cities, there is almost no research on the complex relationship between anthropomorphic delivery robot targets and consumer behavior. This study employs an in-depth investigation into the relationship between last-mile anthropomorphic delivery robots and consumer usage intentions by integrating current literature and applying the theories of service quality hierarchy and task-technology fit. The study gathered data from 663 Chinese customers and employed structural equation modeling to analyze the findings. The study results suggest that the anthropomorphic qualities of delivery robots, such as their intelligence, autonomy, ability to learn, and social behavior, positively influence consumers’ willingness to use these robots for delivery tasks. In addition, the quality of human-robot interaction and task-technology fit are critical to increasing consumer willingness to use these systems. This study enriches the discussion of consumer-robot dynamics in urban retail and provides strategic guidance for optimizing smart delivery solutions in the logistics and robotics industries.

Does consumer scepticism impact purchase intention toward palm oil as a food product?

Abstract In recent years, the production of vegetable oil crops has expanded more quickly than other food or industrial crops. With a negative impact on the environment and the viability of producing communities, palm oil primarily grown in tropical regions has emerged as the most traded and produced oil globally. Palm oil is increasingly used in many products despite being linked to several troubling ecological, social, and health-related issues. Customers are given a wrong impression of the industry by popular opinion. To examine the reasons behind this disparity in the instance of palm oil, the current study uses an online survey to investigate the influence of consumer attitude and scepticism toward Indonesian consumers’ purchase intention (N = 200). The result showed that consumers’ intention to purchase palm oil as a food product has been influenced by increasing consumer attitude and decreasing consumer scepticism. An increase in consumer intentions to buy palm oil as a food product is driven by this alignment, which gets stronger. The findings of this study provide important new information for developing production and marketing strategies that will improve consumers’ behavioural intention to use vegetable oils.

From intention to action: How environmental setback perception mediates green purchase behaviour

This research explores the interaction between perceptions of environmental degradation during the pandemic and their subsequent effect on eco-conscious purchasing activities. This study constructs a theoretical framework by combining insights from established behavioural and consumption value perspectives. We analyse responses from 390 participants and utilize structural equation modelling to validate our model. The main findings indicate that participants believed the environmental conditions deteriorated during the pandemic, a perception that mediated the link between intentions for green purchasing and actual purchasing actions. The study also examines the model results by the individual differences in age and gender. Furthermore, except for functional value price, most consumption values resulted statistically significant on attitudes towards green purchasing. These insights are pivotal, providing relevant implications for the fields of marketing, sustainability, and policymaking, elucidating novel determinants for consumer's eco-friendly purchasing intentions and behaviours in a post-pandemic scenario. Comprehending these novel determinants is crucial for establishing effective strategies to encourage sustainable consumption patterns and to mitigate potential setbacks in forthcoming crises.

Optimizing the Quality of Services, Products and Digital Promotions for Restaurants and Restaurants on Satisfaction and Interest Guests Revisit the City Entrance Area Parapat Tourism in Simalungun Regency

The Parapat area also highlights culinary diversity with unique eateries and restaurants as well as cafes offering various culinary experiences. Gumarang Restaurant presents a rich Minang culinary experience, inviting guests to enjoy delicious and traditional dishes. Meanwhile, Sehat Restaurant brings uniqueness to each of its dishes with creative touches, creating an unforgettable dining experience for consumers. On the other hand, the Kantor Pos Parapat Cafe emphasizes a relaxed atmosphere combined with practical service, offering comfort to guests seeking an enjoyable dining experience.This research aims to optimize the quality of service, products, and digital promotion in similar eateries and restaurants, focusing on their impact on consumer satisfaction and interest in revisiting the area. This study is of a quantitative nature. The population identified in this research consists of business owners, consumers, and employees located in the Entrance Area of Parapat Tourist City in Simalungun Regency. The sampling technique used is purposive sampling with a sample size of 97 respondents. The data is then analyzed using the partial least squares method using SmartPLS 4.0 software. The results of this study indicate that service quality has a positive and significant effect on consumer satisfaction, product quality has a positive and significant effect on consumer satisfaction, digital promotion of eateries and restaurants has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on the intention of consumers to revisit. The consumer satisfaction variable is able to mediate the influence of service quality, product quality, and digital promotion on the intention of consumers to revisit.

Factors that influence consumers’ inclination to acquire counterfeit luxury goods

This study investigates the influence of perceived value and perceived risk on consumer intentions to purchase counterfeit luxury goods, drawing upon an integrated theoretical framework encompassing perceived value theory, risk perception theory, and consumer behavior models. Through a quantitative research design involving a structured survey and Structural Equation Modeling (SEM), the study examines the relationships among perceived value dimensions (functional, emotional, social, economic), perceived risk factors (financial, social, performance), consumer attitudes, and purchase intentions. The findings reveal that perceived value positively influences purchase intentions, with consumer attitudes acting as a critical mediating mechanism. Conversely, perceived risk negatively impacts purchase intentions, with this relationship also mediated by consumer attitudes. Furthermore, Bayesian Network analysis uncovers the indirect pathways through which perceived risk shapes purchase intentions via its influence on consumer attitudes. By integrating these theoretical frameworks and employing advanced analytical techniques, this study contributes to a comprehensive understanding of the complex decision-making processes underlying counterfeit luxury goods consumption. The findings provide valuable insights for policymakers, luxury brand managers, and consumer protection agencies in devising targeted strategies to address consumer perceptions of value and risk, ultimately mitigating the proliferation of counterfeit luxury goods.