Customer Purchase Intention Research Articles

The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand

The main purpose of this study is to discuss whether online influencers can improve customer brand attitude and thus increase purchase intention as both of them are important performance indicators in a live show. Drawing on the persuasion theory, the authors aim to investigate the impacts of influencers’ attributes (professionalism, credibility, interactivity and attractiveness) on customers purchase intention from the perspective of attitude toward brand. Data were collected from 233 customers in China where the influencer centered livestreaming e-commerce is enjoying rapid growth. The hypotheses were tested via structural equation modeling. The findings indicate that the influencers’ credibility and attractiveness increase purchase intention directly. Further, customer brand attitude plays a mediating role in the relationship between the influencers’ attributes (attractiveness, credibility, and interactivity) and purchase intention. While, the professionalism improves neither favorable customer brand attitude nor purchase intention. The findings provide theoretical implications for scholars to rethink the role of internet influencers in influencing customer purchase intention.

The Influence Of Altruism, Environmental Concern, And Social Influence On Purchase Intention for Eco-Friendly Clothing Products: Study of Generation Z in Greater Jakarta

Indonesia is responsible for the generation of approximately 2.3 million tonnes of textile waste, which accounts for approximately 12% of the total household waste produced in the country. The emergence of a multitude of eco-friendly clothing brands in Indonesia is indicative of the growing development of the eco-friendly fashion industry in the country. There have been expressions of concern pertaining to the variables that contribute to the inclination to acquire environmentally friendly textile products. The objective of this research is to assess the influence of altruism, social influence, and environmental concern on the purchasing intentions of Generation Z towards environmentally friendly clothing within the Greater Jakarta area. The methodology employed for data collection involved the distribution of a questionnaire to a sample of 188 Generation Z consumers residing in the Greater Jakarta area. Subsequently, the collected data was subjected to analysis utilizing the SPSS software and a multi-regression analysis technique. The findings of the study indicate that purchase intention is significantly influenced by altruism and environmental concern, whereas social influence does not have a significant impact. One potential consequence of this finding is the potential for the environmentally conscious clothing industry to advance through more effective marketing campaigns aimed at bolstering customer purchase intention. This study is able to provide practical insights for businesses, with a specific focus on the production of environmentally sustainable clothing items.

Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.

ANALISA PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL TERHADAP PURCHASE INTENTION YANG DIMEDIASIKAN TRUST DAN BRAND IMAGE

The research in this article aims to analyze the influence of entertainment, interaction, and trendiness on customer purchase intentions in social media marketing content which is mediated by trust and brand image. The method used in this research is a quantitative method with purposive sampling technique. This research uses primary data, namely data obtained by distributing questionnaires via Google Form to 318 respondents with 27 questions. This research data was processed using the PLS-SEM program. The results of this research are that entertainment, interaction, and trendiness have a positive effect on trust and brand image. Trust and brand image also have a significant influence on Purchase Intention. Apart from that, there is a significant relationship between Entertainment, Interaction, and Trendiness on Purchase Intention which is mediated by Trust and Brand Image, so it can be concluded that marketing activities carried out on social media through content can grow customer purchase intentions. Therefore, companies or businesses can be more active in cyberspace to carry out their marketing and advertising programs with social media platforms through more interesting marketing content.

Experience intensification to purchase intentions of derivative works in service-intensive industries: An empirical study

In service-intensive industries, the main product is customer experience. Customer experience may be enhanced through the use of derivative works, a powerful marketing strategy, and experience intensification. The aim of this study is to examine the influence of customer experience on the intention to purchase derivative works and the mediating effect of experience intensification. A self-administered questionnaire was used to collect data, with 326 valid questionnaires returned. Structural equation modelling was used to test the conceptual model. The results suggest that Schmitt's five strategic experiential modules influence experience intensification and customers' intention to purchase derivative works to different degrees. Additionally, customers with a higher level of experience intensification are more likely to purchase derivative works, and, importantly, intensification strengthens the influence of customer experience on the intention to purchase derivative works. By combining tangible (derivative works) and intangible (customer experience) products and viewing the outcomes of customer experience as a series of responses, ranging from experience intensification to the intention to purchase derivative works, this paper contributes to the consumer experience literature. This study offers insights for managers to enhance the various dimensions of customer experience and optimise derivative work marketing strategies through experience intensification. This study is the first to investigate the role of derivative works in experiential marketing and the mediating role of experience intensification in the relationship between customer experience and purchase intention.

가상패션플랫폼 사용자 경험이 몰입경험을 통해 소비자 구매행동에 미치는 영향

The development of digital technology has revolutionized mobile devices, causing users to place a higher value on aesthetics and design convenience. In this context, this study analyzed the impact of the virtual fashion platform user experience on purchase intention through customer immersion. The results revealed that the experience characteristics of using virtual fashion platforms positively influenced customer immersion and purchase intention. Furthermore, customer immersion was found to be directly linked to purchase intention. Additionally, customer immersion mediated the influence of VFP user experience characteristics on purchase intention. This study provides important basic data for companies to establish strategies for maintaining and improving their market competitiveness by examining how the application of virtual fashion platforms innovatively changes the relationships between brands and consumers in the digital economy era.

Predicting The Customer Purchase Intention Based on Perception of Risk Using Machine Learning Techniques

Online shopping has become an indispensable aspect of modern life. Nevertheless, this convenience is not without its risks. Potential pitfalls include fraudulent activity, subpar product quality, and the security of personal and financial information. The purpose of this research paper is to predict how individuals react in terms of online purchase intention, guided by their unique risk perceptions. It also aims to explore important risks and sociodemographic factors influencing the levels of perceived risk. This investigation was conducted through a survey questionnaire administered to a sample of 308 participants from India. Various machine learning models were applied to predict the customer purchase intention based on the various risks. The results revealed that the CatBoost Classifier outperformed the other methods. Following closely, Random Forest and Gradient Boost Classifier also demonstrated strong performance. By utilizing Random Forest's feature importance, factors such as financial risk, delivery risk, perceived health risk, time loss risk, and cultural risk significantly impact purchase intention. Additionally, among demographic factors, occupation has the most significant influence. This prediction model will offer practical insights for e-commerce platforms, marketers, and policymakers, enabling them to tailor strategies.

럭셔리 콜라보레이션 제품에 대한 지각된 가치가 브랜드 태도와 구매의도에 미치는 영향

This study aims to investigate the effect of perceived value on the brand attitude and purchase intention of MZ generation consumers, which has recently been actively researched. After a series of research processes, the moderating effects of emotional benefits were examined. An empirical study was conducted using the MZ generation as a sample, and as a result, the perceived value of luxury brand products had a positive effect on the mediating effect on consumers' brand attitude and purchase intention, which was found to be very significant. In addition, the moderating effect of emotional benefits was found to have a significant moderating effect on the relationship between brand attitude and purchase intention, confirming that emotional benefits can promote consumer purchase intention. Based on the research results, it is necessary to discuss strategic measures for luxury brand companies to increase customer purchase intentions through collaboration with other brands in the future.

UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY

This study proposes investigating the effect of food value on food bloggers' reviews (i.e., the direct effect) and the customers' purchase intentions (i.e., the direct and indirect effects) of fast-food restaurants. In addition, this study examines the moderating role of content credibility on food blogger reviews and customers' purchase intention relationships. The quantitative method is used in this study to gather data from fast-food restaurant customers in Cairo, Egypt. Where 450 questionnaires were given out to fast-food restaurant customers, 354 valid questionnaires were gathered for analysis. The data were analyzed using SPSS and Amos software. Food value positively influences food bloggers' reviews and fast-food restaurant customers' purchasing intentions. Additionally, this research found that food blogger reviews mediate a positive relationship between food value and fast-food restaurant customers' intentions to purchase. Importantly, this study discovered that content credibility has a positive moderating impact on the relationship between food blogger reviews and the purchase intention of fast-food restaurant customers. The study contributes to the literature on tourism and hospitality, where we employed food value as a decisive and influencing factor in improving food bloggers' reviews and thus influencing fast-food restaurant customers' intention to purchase. Thus, fast-food restaurant managers should create all the suggested food values because of their impact on food bloggers' reviews and customers' intentions to purchase.

The Impact of Augmented Reality in Consumer Behaviour

Consumer behaviour is being revolutionized across different sectors by Augmented Reality (AR). This paper provides a conceptual study addressing how AR applications affect consumer behaviour across multiple industries. This research, focuses on how augmented reality (AR) in retail uses personalized product information and virtual try-on experiences to help consumers make well-informed decisions. It shows how AR in education fixes subject learning through interactive lessons and real-time information in travel. This research, the study investigates the effects of AR on consumer engagement, brand perception and purchasing behaviour. The objective of this study is to understand how AR influences consumer behaviour, brand loyalty and economic drivers. The methodology involves the review of relevant literature on AR applications, consumer behaviour, and marketing strategies. According to the research, it confirms that AR dramatically enhances customer experience, engagement, and purchase intention. The theoretical foundations that describe how AR enhances the customer experience and drives purchase decisions. The paper also explains the challenges and opportunities presented by the adoption of AR, concluding that AR will change how customers interact and experience the product or store, creating both challenges and opportunities for marketers as they try to adapt to the new reality.

The Impact of Online Customer Reviews Mediated by E-trust on Purchase Intention in Shopee Indonesia

Rapid technological developments have changed shopping behavior from offline shopping to online shopping. This is marked by the growth of e-commerce, especially in Indonesia. The rapid development of e-commerce has made it easier for consumers to shop online. The existence of e-commerce makes it easier for everyone to fulfill their needs because they can carry out transactions without limitations of place and time. When carrying out online shopping activities, consumers will face various risks that can cause losses. The lack of meeting between the seller and the buyer will influence the formation of the buyer's sense of trust in the seller which will also influence the intention to buy. One way to minimize this risk is to find information about the product before deciding to buy. The online customer review feature is considered important in helping minimize risk and can also influence purchasing intentions. E-Trust plays an important role in increasing purchasing intentions. E-trust will indirectly be formed by seeing positive reviews from customers who have previously made purchases. This research aims to analyze the influence of online customer reviews on purchase intentions using e-trust as a mediating variable. Understanding these dynamics is very important for businesses who want to improve their strategy on e-commerce platforms, which in this research is Shopee. By deepening several theories, such as Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB), to find out the factors that influence purchase intentions so that can produce an effective strategy. This research uses SPSS 26.0 software to analyze survey data, verifying the relationship between online customer reviews and purchase intention with e-trust as a mediating variable.

Can gamified e-service quality improve customer value co-creation and relationship quality in e-retailing?

PurposeThis paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.Design/methodology/approachA questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model.FindingsThe empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention.Originality/valueThe findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.

ELECTRONIC WORD-OF-MOUTH AND CUSTOMER PURCHASE INTENTION FOR HOTEL SERVICES IN DELTA STATE, NIGERIA

The study examined the effect of electronic word-of-mouth on customer purchase intention for hotel services in Delta state. The investigation used the cross-sectional survey research design. The study concentrated on customers of specific luxury hotels rated four and five stars in Asaba and Warri, Delta State. The total number of hotel customers in these two cities is unknown. The study used the snowball sampling technique. The sample size of 384 respondents was determined using the Cochran formula. Primary data were collected using a standardised questionnaire. Both face and content validity were used in this study to assess the validity of the research instrument. The investigation used internal consistency reliability. The collected data were analysed using descriptive statistics, namely frequencies and percentages. Pearson correlation analysis and regression analysis were used for inferential analysis. Findings showed that online reviews, brand information quality and message source credibility has significant positive relationship with customer purchase intention for hotel services. The study concluded that electronic word-of-mouth has significant positive effect on customer purchase intention for hotel services in Delta state. It was recommended amongst others that hotel managers should consistently check online review platforms for comments, respond swiftly and openly to any concerns presented by guests. Showing responsiveness can improve how the hotel is perceived.
 Keywords: Customer Purchase Intention, Electronic Word of Mouth, Hotel Services.

Analysis of The Influence of Trust In Digital Transactions and Website Reputation on Customers Purchase Intention Through Footwear Website

This study examines how attitudes regarding online buying and the consequences for purchase intention are influenced by perceived website repute, relative advantage, perceived website image, and trust. Researchers employed a survey method in this study to conduct descriptive research. A questionnaire was used in this survey approach. E-commerce consumers who reside in Jabodetabek make up the study's population. Using judgmental sampling, the researcher employed a non-probability sampling technique. In this study, the single-cross-sectional approach was employed for data collecting. The structural equation model method will be used to analyze the data. Amos is the program that's being used. According to the data processing results, it was discovered that, in the first place, relative profits, trust, and website image are all significantly positively impacted by perceived website reputation. Second, trust, the perception of websites, and attitudes toward online commerce are considerably improved by relative advantage. Third, perceptions of websites have a detrimental effect on attitudes toward internet buying. Fourth, sentiments toward internet purchasing are positively impacted by trust, though not much. Opinions regarding internet purchasing significantly positively influence fifth intentions to purchase. This demonstrates that consumers' intentions to buy through a website positively correlate with their attitude about online buying.

The impact of surprise guerilla marketing on customer behavior

This study aimed to investigate the impact of guerilla marketing (i.e., guerilla ambient marketing and guerilla sensation marketing) on customer behavior (i.e., customer purchase intention and customer brand attitude). The survey was held in May 2023; the questionnaire was distributed to a convenience sample of 450 customers of three malls in Jeddah city in the Kingdom of Saudi Arabia. The analysis was conducted by IBM SPSS and AMOS using 344 retrieved responses. Exploring research factors, confirming goodness-of-fit, and testing the hypothesized effects, the results indicated that both dimensions of guerrilla marketing had significant effects on both dimensions of customer behavior. However, the effect of ambient marketing on customer purchase intention was greater than its effect on customer brand attitude. Conversely, the effect of sensation marketing on customer brand attitude was greater than its effect on customer purchase intention. The paper concludes that ambient marketing has more power to boost customer purchase intention in comparison with sensation marketing, which is suitable for elevating customer brand attitude. For that, enterprises are required to try nonconventional marketing practices such as guerilla marketing in order to change customer behaviors. Further studies should use other dimensions of guerilla marketing and target more customers from different locations.

The Impact of TikTok Influencers Endorser on Consumer Purchase Intentions for Scarlet Whitening Brand

This study examines the impact of TikTok influencers on consumer purchase intentions, focusing on Scarlet Whitening products. Utilizing a quantitative approach, data was collected via survey methods from TikTok users familiar with Scarlet Whitening products. Analysis revealed a significant correlation between TikTok influencers' endorsements and customer purchase intentions, highlighting the influencers' substantial role in shaping consumer behavior. The findings underscore the importance of considering social media influencers in contemporary marketing strategies, particularly for businesses in sectors like cosmetics and beauty. Academically, this study contributes to understanding digital-age consumer behavior, while practically, it offers insights for enhancing marketing plans through strategic influencer collaborations.

Purchase Intention of Customers towards Handloom Textiles with Geographical Indications

Geographical indications refer to a collective Intellectual property right conferred upon products that draw unique quality on account of the environmental or human skills unique to that place. In Kerala, there are 38 registered Geographical indications. Geographical indications are often viewed as a marketing tool that supports producers and consumers. The producers can use GIs as a product differentiation tool that helps them gain a competitive advantage. Whereas for consumers GIs act as a tool that helps them overcome information asymmetry and therefore choose genuine products. The present study is done to identify the factors determining the purchase intention of customers towards handloom textiles having geographical indications. The sample for the present study is drawn from the customers of Kuthampully Textiles, a geographical indication registered in Kerala. The data collected were analyzed using factor analysis and logistic regression. The factor analysis was done to identify the main factors affecting the purchase intention of GI-tagged textiles and the logistic regression was applied to determine factor interactions.

Green marketing impact on youth purchasing: Bangladesh district-wise study on consumer intentions

Purpose: In this comprehensive project, the primary objectives revolve around crafting an intricate model and delving into the intricate dynamics among key elements: green product (GPR), green price (GPI), green place (GPL), green promotion (GPO), and green perceived value (GPV), and their impact on customer purchase intention (CPI). Research Methodology: This study was descriptive, and a convenience sampling technique was used to collect data. Primary and secondary data were used in this study. The empirical foundation is grounded in data collected from a robust sample of 235 young consumers. Rigorous analysis, employing SPSS version 26's descriptive, reliability, correlation, and multiple regression tools, was performed to extract meaningful insights. Results: The findings reveal a positive correlation between green product (GPR), green price (GPI), green place (GPL), green promotion (GPO), and green perceived value (GPV) and customer purchase intention. Limitations: It is worth noting that the study's demographic concentration in the Cumilla, Dhaka, and Chittagong districts may limit its generalizability to young consumers in Bangladesh. Contribution: This study offers valuable recommendations for businesses, NGOs, governments, and other stakeholders to bolster their competitive positions and contribute to a sustainable environment. Novelty: These insights underscore the need for nuanced strategies tailored to the diverse landscape of consumer behavior in Bangladesh.

Investigating the effect of ESG on retail banks’ customer equity

AbstractEnvironmental, social and governance (ESG) has recently been gaining attention as an important consideration for corporate management strategies worldwide. Drawing on the literature surrounding equity theory and customer equity, this study aimed to investigate the influence of ESG on the customer equity of retail banks in Hong Kong. Based on a survey of 300 banking customers, the study found governance initiatives affected customer attitude, while environmental initiatives and social initiatives had no significant effect on it. Customer attitude provided a strong explanation for value equity, brand equity and relationship equity. Value equity and relationship equity had a positive influence on purchase intention, but the relationship between brand equity and purchase intention was insignificant. Customer attitude also mediated the relationship between governance initiatives and customer equity. The findings of this study add value to the understanding of sustainable marketing initiatives and responsible banking. The study contributes to the development of the ESG and customer equity literature and advances the implementation of sustainable banking practices. Practically, the results of this study suggest that banking practitioners should focus on governance initiatives as a primary driver of customer equity and purchase intention. Understanding the role of ESG initiatives in customer attitude and customer equity can help to develop and improve sustainable marketing strategies. Policymakers can use a governance approach to promote sustainable and responsible banking practices.

The Influence of Customers' Trust To Permission E-mail Marketing Acceptance And Purchase Intention of Online Paid Course

The world of education in Indonesia has developed along with technological advances and the use of the Internet, particularly during the pandemic, that make remote learning feasible. Alongside formal education, the demand for skill education has surged, creating an attractive market for online paid course players to penetrate, like MySkill. MySkill adopts various advertising strategies to promote its services, mainly email marketing. However, email marketing does not significantly influence customers' purchase intention of MySkill services. Therefore, this research intends to test the effect of customers' trust on permission email marketing and its subsequent influence on purchase intention. This research utilizes a quantitative approach by online survey and uses descriptive statistics and PLS-SEM to analyze the survey result. The results revealed that customers' trust significantly influences permission email marketing acceptance and purchase intention. Permission email marketing positively affects perceived usefulness and ease of use, increasing customer purchase intention. However, the relationship between perceived ease of use and purchase intention was not statistically significant. These findings are expected to give insight into developing better strategies for purchase intention in the educational technology industry or related industries.