Consumer Purchase Intention Research Articles

Empirical study on the psychological mechanism of consumers in the context of live streaming seafood sales: evidence from China

The advent of the 5G era signifies China’s official entry into the digital economy. This technological shift has attracted countless merchants to the market via e-commerce platforms, seeking to capitalize on new opportunities. Concurrently, it offers a novel avenue for expanding seafood sales channels in China. The interactive and intuitive nature of e-commerce live streaming has subtly but significantly influenced and shaped consumers’ purchasing behaviors. In light of this, this study, based on 330 valid survey responses and grounded in the theories of perceived value and consumer trust, explores the psychological mechanisms affecting consumers in the context of e-commerce live streaming for aquatic products. The findings reveal that: (1) Consumer trust positively impacts purchase intention in the context of live-streamed seafood e-commerce. (2) Perceived entertainment value positively influences consumer purchase intention. (3) Perceived utilitarian value also positively influences consumer purchase intention. This paper contributes theoretically by broadening the application of perceived value theory and enhancing the understanding of consumer behavior concerning seafood. Additionally, it may offer practical insights into the expansion of seafood sales channels and market scale in other countries and regions.

From Clicks to Carts: Examining the Mediating Role of Attachment in the Relationship Between Influencers and Consumer Purchase Intentions on Live Streaming Platforms

Internet celebrities are rapidly reshaping economics and marketing dynamics on online platforms such as live streaming. This trend has made influencers a crucial marketing technique for many businesses. This study focuses on influencers and their characteristics, engaging in a comprehensive discussion of their complex relationships. It hypothesizes that the three key characteristics of celebrity influencers—similarity, professionalism, and interactivity—directly influence attachment and purchase intention. Additionally, the research explores how attachment mediates the relationship between influencer factors and purchase intention on live streaming platforms. A cross-sectional design and statistical analysis were employed, using a sample of 130 online consumers. The results suggest that similarity, professionalism, and interactivity directly effect on purchase intention. However, while professionalism and interactivity have a direct effect on attachment, they do not significantly influence the relationship with similarity. However, when mediated through attachment, similarity gets partially mediated whereas professionalism and interactivity have observed full mediation. The total effect is highest for similarity. Overall, the study found attachment to be a significant mediator among these influencer characteristics. These findings suggest that celebrities, product developers, advertisers, and online platform owners need to prioritize influencer credibility and competency to succeed in online marketing through live streaming platforms. This study provides new insights into marketing approaches, contributing to the field of consumer behaviour research both practically and theoretically.

Corporate Social Responsibility (CSR) and consumer purchase intention in the UK fashion industry

Corporate Social Responsibility (CSR) and consumer purchase intention in the UK fashion industry

Analysis Of Factors Influencing Consumer Purchase Intention For Electric Cars: A Case Study In Greater Jakarta

The demand for electric cars has significantly increased in recent years, but it represents only a small fraction of the total new vehicles sold globally. This study aims to analyze the factors influencing consumer purchase intentions towards electric cars in the Greater Jakarta area (Jabodetabek). Using a survey method, data were collected from individuals who are considered capable of purchasing electric cars, either through installment plans or cash payments, and analyzed using partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses. The results indicate that government incentives, ease of access to charging infrastructure, perception of resale value, product diversification, social influence, environmental concern, and consumer attitudes significantly and positively influence purchase intentions towards electric cars. However, the perception of purchase price did not show a significant effect. The findings suggest that strategic initiatives by policymakers and manufacturers, such as continuous government incentives, expansion of charging infrastructure, and effective marketing strategies leveraging social influence and environmental benefits, are crucial for promoting electric car adoption in Jabodetabek. This study provides valuable insights for understanding consumer behavior towards electric cars in emerging markets and offers useful information for enhancing market penetration.

The Impact of Live E-commerce on Consumers' Willingness to Shop: Beauty and Food Areas

Numerous academics have been researching live e-commerce as its form and content continue to diversify and as more platforms become engaged. This article synthesises the results of research on the impact of food and beauty live streaming e-commerce content and the performance of its anchors on consumer purchase intentions. Research has shown that both the content of the live stream and the performance of the anchor have a positive effect on consumer purchase intentions. For food live streaming e-commerce, the credibility of the anchor, social interaction and immersive experience all have a positive impact on consumer purchase intention. For beauty live broadcasts, the provision of free trial samples and the anchors rewarding sales language have a positive impact on consumers purchase intention. In addition, this paper also find that the same stimuli in beauty and food live streaming e-commerce have different impacts on consumers purchase intention. Audiences of beauty products are more inclined to get effective product information and rewards in a short period of time, while audiences of food products are more inclined to a sense of experience and inspiration. Finally, this study suggests directions in which future research could be conducted on the impact of technological developments in the live streaming e-commerce room on consumer purchase intentions.

Investigating the link between green preferences and organic food purchase: The mediating and moderating role of attitudes and environmental concerns on consumer purchase intentions

Investigating the link between green preferences and organic food purchase: The mediating and moderating role of attitudes and environmental concerns on consumer purchase intentions

Eye-tracking study on the impact of 'EU organic' and 'sustainable irrigation' logos on consumer acceptance of olive oil.

This study investigates to what extent the presence of the EU organic (EU‑O) logo and a sustainable irrigation (SI) logo on extra virgin olive oil (EVOO) labels affects (i) consumers expectations and purchase intention based on label information and (ii) acceptance of olive oil when tasted under informed versus blind conditions. A panel of 94 consumers took part in the study. Attention paid to label components during the task designed to evaluate the logos' effect on expectations was recorded by means of an eye-tracker. Compared with the control (without logos), the presence of EU‑O and SI logos on the EVOO label significantly influenced participants' associations (i.e. price, sustainability, consumption occasions, etc.). A halo effect was detected, so that both logos led consumers to anticipate higher expected liking compared with the control. A synergic effect between both logos was detected. Eye-tracker data revealed that participants whose liking expectations were improved by the EU‑O logo paid more attention to it than those whose expectations did not improve. This relation between attention and expectation improvement was not observed with the SI logo, likely because participants were unfamiliar with it. Beyond expectations, the presence of logos on labels significantly increased the liking scores given by the participants when EVOOs were tasted, which resulted in a higher percentage of participants' willingness to purchase. Consumers perceived added value for the sustainable labeled food, which positively affected their liking and purchase intentions. This may encourage food production companies to adopt more sustainable practices. © 2024 Society of Chemical Industry.

The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

PurposeThe purpose of the present study is to explore the factors affecting young consumers’ purchase intention towards organic food products (OFPs) and gain a comprehensive understanding of the various factors that influence how consumers perceive and respond to organic food. Therefore, this study frames and validates the measurement scale to examine the factors that may impact purchase intention among young consumers in India.Design/methodology/approachIn order to frame and validate the measurement scale for this investigation, sophisticated statistical procedures such as exploratory factor analysis, confirmatory factor analysis and other statistical measures utilizing SPSS v.26 and AMOS v.24 were used. This study utilized 307 samples to investigate.FindingsThe main findings of the study show that Indian consumers' intent to buy organic food items is strongly associated with factors such as “warm glow”, “cultural values”, “environmental cognition”, “natural experience”, “food safety concern”, “self-identity” and “environmental ethics”. These factors explained 69.14% of the overall variance in research variables.Practical implicationsThe present offers a novel measurement mechanism for exploring the green consumer behaviour. By applying it in real-world settings, marketers will gain insights and develop more effective, targeted strategies to promote OFPs among young Indian consumers.Originality/valueThe study brings together a diverse set of antecedents that have not been collectively analysed in the context of consumer purchase intention for OFPs. The emphasis on environmental ethics, green self-identity and related constructs aligns with the growing global emphasis on sustainability.

Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly. Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

The Impact of Social Media Marketing on Consumer Purchase Intention and Customer Loyalty on E-commerce Websites

Thailand’s e-commerce industry has significantly improved in recent years, driven by widespread Internet access and smartphone adoption. The diverse online marketplace caters to the changing needs and preferences of Thai consumers. However, the impact of social media marketing on consumer purchase intention and loyalty to e-commerce sites has not received sufficient attention. This study focuses on online shopping platforms in Thailand to investigate the role of social media marketing in influencing consumer purchase intention and loyalty to e-commerce platforms. For this purpose, 400 online questionnaires were required for data collection and used for testing the hypothesis, based on the suitable statistics through the advanced statistical program. The findings indicated that demographic factors, consumer behavior, and social media engagement have significantly influenced consumer purchase intention. This research also highlighted implications for how e-commerce sites can enhance their marketing strategies and foster customer loyalty to their products. Keywords: social media marketing, purchase intention, customer loyalty

The influence of UGC features on consumers' purchase intention in social e-commerce platforms: Taking Xiaohongshu as an example

With the rapid development of social e-commerce, content-based social e-commerce platforms have become one of the main channels for consumers to obtain information. And this social e-commerce platform relies on user generated content to convey valuable information to users. The relationship between user generated content and user purchase intention is still a question worth exploring. This article starts from an empirical perspective and studies the mediating variables between UGC text features and consumer purchase intention in social e-commerce platforms. Based on speech act theory (SAT) and receptor stimulus response theory (SOR), research hypotheses are proposed, with perceived value, perceived risk, and perceived interest as mediating variables. By using AMOS to construct a structural effects equation for verification, it is concluded that UGC text features can positively affect perceived value, perceived risk, perceived interest, and have an effective impact on purchase intention.

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.

Charity Publicity Strategy, Corporate Warmth and Consumer Response

In recent years, corporate philanthropy activities have made important contributions to helping the socially disadvantaged, narrowing the gap between the rich and the poor, strengthening emergency rescue and disaster relief, and promoting people's livelihood. On the one hand, enterprises have the appeal of economic interests, on the other hand, they also have the obligation to assume social responsibility, through charity activities can not only assume social responsibility, but also increase consumers' positive brand attitude and purchase intention, and improve the business conditions of enterprises. However, in real life, many companies do not pay attention to publicity work, resulting in charity activities that do not achieve the expected results of the enterprise, and even create the impression that consumers are "hypocritical". Although the company has paid the cost to undertake corporate social responsibility, it has not received the expected consumer response. Developing an effective publicity strategy for philanthropy can improve the situation and make corporate philanthropy work the most effective. So, what are the publicity factors that should be included in a corporate philanthropy publicity strategy? How do the various publicityl factors affect consumer response? The mechanism of its influence deserves in-depth study. First, three dimensions of corporate philanthropic publicity strategies are explored, publicity time, publicity media, and publicity initiative. From the consumer response perspective, the effects of corporate warmth on consumers' corporate attitudes and purchase intentions are also considered. Second, the impact of charity publicity strategy on consumer response under the regulation of corporate warmth is constructed. Applying two-factor ANOVA, it is found that the effects of publicity time and publicity initiative on consumer response are moderated by corporate warmth, while the effects of publicity media on consumer response are partially moderated. Finally, an orthogonal test is applied to find out the optimal combination of the three charitable publicity methods on consumer response. Aiming to help enterprises understand the mechanism of charitable publicity strategy on consumer response, and realize the purpose of effectively guiding consumer response and promoting consumers' recognition and support of corporate charitable activities

The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

A study on the determinants of consumer purchase intention on electric vehicles

The purpose of this research was to examine the variables that influence customer purchase intentions for electric vehicles (EVs), with a focus on electric cars in Malaysia. Four independent factors, namely social media, Perceived Usefulness, Subjective Norm, and Government Policy were examined to determine their impact on customer purchase intention. The study used a descriptive correlation design where respondents completing a questionnaire provided via Google Forms using a 5-point Likert scale. The Theory of Planned Behaviour (TPB) serves as the underpinning foundation for this research. The convenience sampling technique was used in collecting responses from 385 samples. The data collected is analysed using SPSS Version 29 including descriptive and inferential statistics. The findings seek to fill the knowledge gaps in Malaysian consumers' EV purchasing intentions and what are the influential variables. Findings provide policymakers and industry stakeholders with more information into the way to successfully plan and promote EV adoption in Malaysia's automotive sector.

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

The Role of Insecurity in Shaping Consumer Purchase Intentions: Mediating Effects of Perceived Usefulness and Ease of Use in Live Commerce

Live commerce platforms facilitate real-time interactions between sellers and buyers, but challenges related to consumer uncertainty can negatively impact their intention to purchase. This study examines how uncertainty affects perceptions of usefulness, ease of use, and the intention to purchase. Additionally, it investigates whether perceived usefulness and ease of use serve as mediators in these relationships. The research adopts a quantitative methodology, collecting data from 150 respondents in Banjarmasin using a questionnaire based on a 5-point Likert scale. The analysis employed Structural Equation Modeling with Partial Least Squares (PLS-SEM) to understand the interrelations among the variables. The findings reveal that insecurity does not significantly impact perceived usefulness, ease of use, or purchase intention, and these perceptions do not act as mediators in the relationship. However, both perceived ease of use and perceived usefulness have a strong and positive effect on purchase intention. These results underscore the need to focus on technology's ease of use and functionality to encourage purchasing behaviour, even when insecurity is present. This suggests that e-commerce businesses should improve their platforms' functional aspects and user-friendliness to enhance consumer engagement. Furthermore, the study encourages future research to delve into more profound psychological aspects and beliefs surrounding consumer insecurity that may influence decision-making in live commerce environments.

Determinants of Intention to Choose Halal Certified Restaurant in West Java

The establishment of halal-labeled restaurants that offer a diverse range of food and beverages is in line with the growing awareness of halal certification. However, the importance of halal certification was not fully known by the public. This study aimed to investigate the potential influence of knowledge, attitude, and religiosity on consumers' purchase interest in halal restaurants in West Java. In addition, certain eateries emphasize the natural and cultural aspects of the region. The varied traditional cuisine, business centers, and the presence of Muslim communities make West Java an attractive destination for those seeking a religiously oriented and convenient dining experience. This study used primary data collected from 100 respondents through a questionnaire distributed via Google Forms. The study utilized purposive sampling, a type of non-probability sampling, and employed multiple linear regression analysis using SPSS version 29 for data analysis, the study was conducted in 3 stages, namely t-test, f-test, and coefficient of determination test. The findings indicate that attitude and religiosity factors influence consumer purchase intention at the halal restaurant. Conversely, knowledge was not proven to significantly affect public purchase intention at the halal restaurant in this study. This research has significant implications for halal restaurant owners. Halal restaurant owners in West Java can better understand the needs and preferences of Muslim consumers, strengthen their market position, and promote the growth of the halal industry in the region.