Consumer Propensity Research Articles

Are customers naturally attracted to brands? A core social motives scale for measuring brand engagement

PurposeTo extend consumer–brand relationship research to the satisfaction of social needs, we introduce a new construct to assess consumer propensity to develop brand relationships based on the satisfaction of social needs through brands and provide a scale to measure this construct.Design/methodology/approachWe implement a two-stage procedure based on the literature and expert judgments to formulate questions based on questionnaire data, and refinement processes and validation analyses are applied to measure the validity and reliability of the scale.FindingsWe developed a scale for measuring consumer propensity for establishing brand relationships that covers five dimensions: belonging, control, understanding, self-enhancement and trust. The scale was validated and found to be reliable.Research limitations/implicationsThis research could benefit from model testing using samples from outside the USA, thus incorporating the role of culture and considering behavioral outputs.Practical implicationsThe identification and operationalization of the propensity to relate to brands are important in market segmentation for more efficiently deepening brand relationships. Additionally, this conceptualization improves our understanding of the elements that contribute to the relationship between brands and consumers: belonging, control, understanding, self-enhancement and trust.Originality/valueAlthough the consumer–brand relationship is recognized in the literature, the satisfaction of social needs via this relationship has been ignored. This paper aims to enhance our understanding of person–brand relationships by proposing a scheme for analyzing the degree of need satisfaction facilitated by this relationship.

Exploring the influence of cultural values on green purchasing and its consequence

The principal aim of this research is to elucidate the causal dynamics among cultural values (namely collectivism, long-term orientation, and power distance), ethical attitudes (with a focus on teleological evaluation), and the propensity of consumers to opt for green hotels, all conceptualized within the Value-Attitude-Behavior (VAB) theoretical framework. This study further investigates the moderating role of status consumption on the relationship between power distance and ethical attitudes, as well as the impact of green purchasing behaviors on consumers’ subjective well-being. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 380 Korean respondents. The results confirmed the significance of all six hypothesized relationships: the three cultural values significantly impact teleological evaluations, status consumption has a significant moderating effect between power distance and teleological evaluation, and teleological evaluations significantly influence green purchase behavior, which in turn enhances consumers’ subjective well-being. These findings advance theoretical discussions and provide practical insights for the tourism and hospitality industry.

Pengaruh Beby Tsabina sebagai Brand Ambassador dan Harga terhadap Keputusan Pembelian Barenbliss

The purpose of this study is to calculate the impact of Barenbliss brand ambassadors on consumer propensity to buy products, identify how price affects consumer choices in buying Barenbliss products, and find out how much price and Beby Tsabina as brand ambassadors influence people's choices to buy Barenbliss products. This research method uses a survey approach developed through the use of questionnaires prepared based on literature and statement items. The results were, first, that the brand ambassador (X1) had a positive impact on the purchase decision (Y) on the Barenbliss brand, so the first hypothesis was accepted; second, the price (X2) also has a positive impact on the purchase decision (Y) on the Barenbliss brand, so the second hypothesis is accepted; and third, simultaneously, brand ambassador (X1) and price (X2) positively impact the purchase decision (Y) on the Barenbliss brand, so the third hypothesis is accepted.

Analysis of Product Characteristics and Marketing Strategies of Blind Box Based on the Study of Consumer Propensity Take Pop Mart as an Example

A blind box is a kind of pop toy that is like a small sculpture, people dont know what is inside the box until they open it. Because of the rapid change in the consumption trend and the rise of a new generation of consumer groups, blind boxes, especially the Pop Mart blind box series have become one of the most popular products among young people. However, the product itself doesnt have many practical uses, So what makes the toy so welcome among their target groups, and what attracts the people to buy those useless toys? The articles use Pop Mart (Representative of the blind box industry) as an example, trying to figure out which kinds of people are the aim group for the blind box and what people gain when they buy the blind box. According to the analysis for both internal and external reasons, some suggestions are provided in the conclusion part, to help the blind box industry grow to a better future, and achieve sustainable success.

Factors Impacting Purchase Intention of Indian Consumers Towards Spiritual Products

Purpose: The aim of the research is to ascertain the elements that influence the propensity of Indian consumers to buy spiritual merchandise. Design/methodology/approach: A quantitative approach was used. Primary data was collected from 150 Indian consumers through an electronic survey using a structured questionnaire with close-ended questions. Confirmatory factor analysis was performed using Varimax Rotation using SPSS software. Findings: The findings revealed Brand Perception, Religious Belief, Spirituality Factors, Brand Image, Packaging and Service Factors and Variety Factors as the determinants of purchase intention towards spiritual products for Indian consumers. Practical implications: This study offers valuable insights for marketers, manufacturers, and retailers of spiritual products in India. Businesses can adjust their marketing plans, product designs, and service offerings to meet the needs and preferences of Indian consumers by studying the factors that influence purchase intention. Originality/Value: While there has been considerable research on purchase intentions in various sectors, this study uniquely focuses on spiritual products in the Indian context. Given the cultural and religious significance of spirituality in India, understanding consumer behaviour in this niche segment is critical.

A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ AUTOMOBILES IN DELHI NCR

In order for the car company to gain advertising power, it needs to understand what consumers want in order to come up with a final product that satisfies them in terms of price, quality, and utility. Examining the demand for the particular type of motorbike in the city of Coimbatore, Tamil Nadu, India. There is a high degree of congruence between consumer propensity and actual purchasing behaviour. To do this, a showcase overview was carried out with one hundred people in the contemplation zone. Authorized merchants should also devise an appropriate notice to attract local clients, and promotional campaigns should focus on reaching the extreme custom. There have been advancements in the two-wheel market thanks to the introduction of the Legend Honda bicycle. The business should introduce a plethora of stylish two-wheelers. After the part, we survey Saint and Saint Honda customers to find out which brand they lean towards. Results about the brand choice of the client are documented. Based on our research, we know that Saint Honda is gaining market share in the two-wheeler industry, and we are curious to see what happens next for Honda.

The influence of country-of-origin on consumers' purchase intention: a study of the Chinese smartphone market

PurposeDue to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase intention. This paper aims to examine the effect of country-of-origin image, brand image and attitude towards the brand on the purchase intention of smartphone users.Design/methodology/approachAn empirical study was performed based on the information gathered from smartphone users. The structural equation modeling (SEM) technique was applied to examine the hypotheses.FindingsThe authors found that brand image and attitude towards the brand significantly influence consumer purchase intention. Additionally, there is an indirect effect even when the nation of origin image does not directly influence the consumer's purchase intention. Indeed, brand image and attitude towards the brand act as a mediator between the country-of-origin image and purchase intention.Originality/valueThis study presents a conceptual model on the impact of country-of-origin image on the propensity of consumers to buy smartphones in a field where little research has been done. The investigation offers a consumer-focused analysis regarding the country-of-origin image. This suggests a significant shift from the current strategy, which is frequently centered on the viewpoint of the companies.

Effects of information quantity and diversity on consumers under complex uncertainty

This paper presents a synthesized theoretical framework based on rational updating to predict the impact of information acquisition on consumers facing complex uncertainty. A larger number of information pieces obtained, and greater consistency across sources are found to increase a consumer's propensity of taking the optimal action. Hypotheses from the theoretical model are empirically validated using data from an online survey completed by 303 participants during one week in the early COVID-19 outbreak. Findings from this research have significant implications for government and business organizations in anticipating consumers' actions and developing communication strategies when operating under catastrophic events with complex uncertainties.

Virtual Human Influencer and Its Impact on Consumer Purchase Intention

Due to the extensive usage of online influencers by marketers, "influencer marketing", a form of which a business recruits and financially compensates social media influencers to spread stories about its product among their thousands of followers, is rising in popularity [1]. Among all kinds of influencer, virtual influencers are digital creatures who naturally love digital products like NFTs and video game skins, making them better spokespeople for metaverse themes. In response to customer demand, the number of effective and active virtual influencers is growing. There are 58 percent of US customers surveyed in March 2022 were already following a virtual influencer. The question in this study is whether customers bought products after virtual influencer recommended. In another word, virtual influencer contact may affect consumers' buying intentions. This study tends to present that in offline and online purchasing contests, virtual influencers improve customer buying intention. According to the finding of this study, the presence of a virtual influencer increases the consumer's propensity to make a purchase once this consumer has been exposed to the presence of the influencer.

The Effect of Hair Salon Consumers Conspicuous Consumption Tendency and Desire for Self-expression on Psychological Happiness

For the empirical survey, a total of 360 questionnaires were distributed from May 13, 2023 to June 15, 2023 to beauty consumers living nationwide, and 330 copies were collected, and 300 copies were used as the final analysis data, excluding 30 copies with insincere responses. This study used SPSS 24.0 to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis of a total of 300 questionnaires for beauty consumers living across the country to provide information for sales improvement and marketing by providing services tailored to consumer characteristics. As a result, conspicuous consumption tendencies were extracted in four dimensions : pursuit of individuality orientation, pursuit of fashion orientation, high price orientation, and brand orientation, and desire for self-expression needs were extracted in two dimensions : individuality, image management, and psychological happiness extracted in a single dimension. The more conspicuous the consumption tendency and the desire for self-expression brought out the higher the psychological happiness. In future studies, if various consumption propensity categories are subdivided and conducted, it is expected that it can be used as useful marketing data to identify the consumption propensity of beauty consumers and encourage the development of the beauty industry.

The impact of AI identity disclosure on consumer unethical behavior: A social judgment perspective

Implementing artificial intelligence (AI) technology has resulted in various advantages but also the emergence of unethical conduct among consumers. This article examines the impact of the disclosure of AI identities on consumer unethical behavior through pilot experiments and three formal experiments. The results indicate that the disclosure of AI agents leads to a higher propensity of consumers, demonstrating unethical behavior compared to when AI agents are undisclosed. Perceived social judgment plays a crucial role in mediating this effect. Additionally, this research ruled out other potential explanatory mechanisms, such as warmth, empathy, and competence. Furthermore, consumers' motive for impression management acts as a moderator. These findings provide valuable insights into the impact of AI identity disclosure on consumer behavior and offer guidance for businesses to mitigate unethical consumer behavior.

Assessing consumers’ propensity towards product-service systems in the fashion industry: A cross-national comparison between Russia and Italy

To assess the propensity of Russian and Italian fashion consumers to use Product-Service Systems (PSSs), the study identifies the drivers and barriers for their adoption to improve decision-making and targeting of consumers when launching PSSs in markets with different socio-cultural and economic characteristics. After providing a comprehensive list of the services that are currently implemented in the fashion industry, the study also compares the level of interest in PSSs for Russian and Italian consumers, as well as their willingness to recommend, actual usage of, and attitude towards PSSs. The methodology relies on an exploratory empirical study between Russian and Italian consumers, using a survey leading to a final sample of 328 participants. From the findings, it emerges that the national context plays a pivotal role in determining the propensity of fashion consumers to adopt PSSs. We find that Italian consumers are more inclined to adopt PSSs vis-a-vis their counterparts. Further, by identifying the key drivers and barriers, we also highlight potential opportunities and threats for the adoption of PSSs in the future. Given that the widespread adoption at an international level of PSSs is strictly related to their potential in terms of scalability, the findings have highly significant implications for both theory and practice.

Relationship between Face Sensitivity and Consumption Propensity of Female Consumers -Focusing on Beauty Services-

Relationship between Face Sensitivity and Consumption Propensity of Female Consumers -Focusing on Beauty Services-

Bank customers complaints, financial knowledge and gender

ABSTRACT This work aims to analyse the relationship between financial knowledge and the propensity of consumers to complain in the event of disagreement with a financial institution. A sample of 8,286 individuals from the Survey of Financial Competencies elaborated by the Bank of Spain is analysed. The results reveal that individuals with greater financial knowledge show a greater propensity to complain, presumably due to their heightened ability to detect possible fraud or abusive practices by financial entities. Gender itself is not relevant in the propensity to complain. However, when the sample is divided by gender, financial knowledge is more relevant for women than men. Additionally, the results reveal that in the female sample, propensity to complain is affected by self-confidence, in contrast to the male sample. The results suggest that the authorities should take practical steps to include financial knowledge in the educational curriculum.

The impact of open banking on traditional lending in the BRICS

This study examines the influence of open banking regulation on traditional bank loans in the emerging markets of the BRICS—Brazil, Russia, India, China, and South Africa. Utilizing bank-level and individual-level data, the paper reveals that the introduction of open banking significantly diminishes consumer loan lending by traditional banks. Additionally, consumer propensity to acquire loans from traditional banks decreases. The research provides empirical evidence of how open banking impacts both the supply and demand sides of individual loans from traditional banks. This paper contributes to the literature by highlighting the unique role of open banking in promoting financial inclusion in emerging economies.

Effect of Consumer Propensity to Consumption on Bio Cosmetics Selection Attributes and Purchasing Behavior

Purpose: The purpose of this study is to examine the effect of consumers' consumption propensity on functional choice attributes and purchasing behavior through empirical analysis.Methods: A survey was conducted for two weeks from March 5 to March 19, 2022, targeting adults in their 20s or older in the Seoul metropolitan area, and the 237 questionnaires that faithfully responded were used as analysis data.Results: First, among the consumption propensities, resourcesaving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on functional selection attributes. However, impulse buying tendency was found to have a significant negative effect on functional selection attributes. Second, the functional selection attribute of cosmetics was found to have a significant positive effect on the purchase behavior of bio cosmetics. Third, among consumption propensities, resource-saving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on bio cosmetics purchasing behavior, and impulse purchasing propensity had a significant negative effect on product purchasing behavior. Fourth, the mediating effect of the selection attribute on the relationship between consumption propensity (resource-saving, planned purchasing, value orientation, impulse purchase) and purchasing behavior was confirmed.Conclusion: This study is meaningful in that it empirically examines the influence relationship between consumption propensity and bio cosmetics purchasing behavior and examines the mediating effect of functional selection attributes. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.

Can Cryptocurrency Be a Payment Method in a Developing Economy?

This study sought to understand the factors driving the consumer adoption of a cryptocurrency, in particular Bitcoin, as an electronic payment (e-payment) system for electronic commerce (e-commerce) transactions within a developing economy such as South Africa. The advent of e-commerce has led to increased online transactions facilitated by e-payment systems, which can fall prey to opportunistic hackers. Cryptocurrencies have been pegged as a solution to this security issue. However, little is currently known around consumer propensity to use a cryptocurrency as an e-payment option, particularly within a developing economy. The investigated factors that could influence user adoption were based on literature and tested on a South African representative sample of 814 respondents. Of the factors identified from literature, the study found that “perceived usefulness and perceived ease of use,” “self-efficacy,” “awareness,” “trust,” and “security” have the most significant influence on South African consumers adopting a cryptocurrency as an e-payment system.

Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors

Retailers must understand how trauma influences the consumer shopping journey and identify ways to mitigate any potential adverse effects. Two studies were conducted to explore trauma in the retail environment. First, a conceptual model was tested using structural equation modeling (SEM) based on survey data collected from 324 participants. Findings indicate that consumers who report previously experiencing traumatic events feel anxiety while shopping in retail environments, negatively influencing their ability to make purchase decisions. This outcome is due to challenges in adequately assessing stressful environmental stimuli and developing positive coping mechanisms. Consumer propensity for psychological hardiness was found to moderate this relationship. Next, a follow-up qualitative study from 110 consumers who reported experiencing instances of trauma identified potential ways for retailers to help consumers who have experienced trauma feel more comfortable in shopping environments. These findings extend research on trauma and consumer shopping behavior by identifying its impacts on choice confusion and stress appraisal and suggesting how retailers can support shoppers through a trauma-informed approach.

Collaborative consumption: propensity of Generation ‘Z’ to share products (case in Poland)

Purpose: The aim of the article was to examine Generation Z's propensity to share products in the context of the growing trend of collaborative consumption in the Polish market. Design/methodology/approach: The objectives were achieved by conducting a theoretical review of the sharing economy, complemented by direct research on the propensity of young consumers to share selected products. The study was conducted using an online survey technique among 600 Polish consumers from generation ‘Z’ in 2023. Findings: The research results indicate various motives driving Generation ‘Z’ towards collaborative consumption, encompassing economic, social, and environmental aspects. They also reveal the types of products this generation is more likely to share. Research implications: In the future, it would be interesting to expand this research to include other countries (e.g. in Europe), different demographics (e.g. seniors), and the role of various factors influencing product sharing (e.g. social media, education). Social and practical implications: The findings of this article contribute to understanding consumer trends among young people, which influence the behavior of future generations and demonstrate a concern for sustainability. They underscore the importance of educating young people about pro-environmental behavior, crucial for a sustainable future. The results provide insights into young people's propensity for pro-environmental actions and highlight the potential need for education in this area. Additionally, these findings can be valuable for enhancing the effectiveness of sales processes and methods businesses use to communicate with young consumers. Originality/value: This article presents a unique contribution to the field of consumer behavior by specifically focusing on Generation ‘Z’ in the Polish market, a demographic often overlooked in collaborative consumption research. Its originality lies in its comprehensive examination of the multifaceted motives (economic, social, and environmental) that drive this generation towards shared consumption. Keywords: collaborative consumption, sharing product, generation ‘Z’, Poland. Category of the paper: research paper.

골프클럽 소비자의 조절초점성향과 클럽선택성향과의 관계

This study was conducted to empirically identify the relationship between regulatory focus theory and golf club selection propensity for golf club consumers, and to utilize psychological structures in golf consumer