Customer Purchase Intention Research Articles

The Relevance of Source Credibility Theory on Purchase Intention in the Field the of Marketing: A Systematic Literature Review

Purpose: the purpose of this paper is to explore the current stage of knowledge on the theory of source credibility and analyse the usage of the source credibility theory to learn about customer purchase intention in the marketing field. This paper analyses to what extent and in what ways source credibility theory and the concept of source credibility are used to learn about customer purchase intention. Further, we know that the theory can further be extended or added to the current theory by adding the concept of receiver credibility and messenger credibility to know about credibility and its impact on purchase intention. Design/Methodology/Approach: A systematic literature review is used to identify helpful research articles from 3 major databases i.e. SCOPUS, APA Psyc Articles, and EBSCO. 20 journal articles are extracted after a careful review of 143 articles through the systematic review process of PRISMA. Findings: The conceptual model design defines purchase intention as the credibility of three sources, i.e., source credibility, message credibility, and receiver credibility. The source's credibility is further dependent on expertise, trustworthiness and attractiveness. In contrast, message credibility is majorly defined with the help of argument quality and completeness, and receiver credibility can be defined through the receiver's attitude, emotional attachment and social influence. Originality/value: the study will help understand source credibility theory and how source credibility helps influence customer purchase intentions. This will help marketers in product development or servicing design, enhancing customer purchase intention by triggering source credibility.

The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.

Generative Adversarial Networks in Fashion Retailing and Customer Purchase Intention: An Extension of Theory of Consumption Value

The emergence of generative adversarial networks (GANs) in marketing, a component of artificial intelligence (AI) technology, has the potential to influence customer behaviour in a variety of ways. In various contexts, the theory of consumption value (TCV) has elucidated customer behaviour. Few studies have applied TCV to GAN in marketing, particularly in fashion retailing. To close the gap, this study extends TCV to GAN-fashion retailing. A mixed research approach began with a 12-participant explorative focus group discussion to identify factors and develop the questionnaire. Second, we conducted a stratified random sampling-based cross-sectional survey and distributed the questionnaire to 258 diverse respondents. Analytical methods included structural equation modelling. It is discovered that decision-intelligent infrastructure (representing functional value) was a major driver of purchase intention in the GAN-fashion retailing context. This study has also found contradictory results and also discussed the reasons behind them. Overall, this has contributed in both the theoretical area, by extending the TCV framework in GAN-fashion retailing, and the managerial area, by making some suggestions. Also, it has opened up many new avenues for future study in the GAN-fashion retailing context.

Evaluating the Impact of E-Service Quality Attributes on Customer Satisfaction and Purchase Intentions for Electronic Gadgets and Home Appliances, India

The objective of the study is to analyse the impact of e-service quality attributes on customer satisfaction and on purchase intention and purchase frequency of electronic gadgets and home appliances in Bangalore, India using the service quality (SERVQUAL) model. The e-service quality attributes chosen for the study are empathy, information, security, reliability, user interface, responsiveness, fulfillment, and personalization. This paper extends existing research by quantifying the impact of chosen attributes of e-service quality on customer satisfaction and purchase intentions, and on purchase frequency. 120 responses were collected for the analysis through an online questionnaire using convenience sampling. A diverse mix of respondents who are proficient in digital platform navigation and online purchases were chosen for the study. SPSS and R studio was applied to analyze the data. The techniques used for the study to test the hypothesis and to understand the relationship between the e-service quality attributes on customer satisfaction and purchase intention are descriptive statistics, chi-square, correlation, logistic regression, decision tree, SEM, and k-fold cross-validation. The results indicate that personalization, and fulfillment have a significant impact on customer purchase intention, the attributes fulfillment and information are key attributes for purchase frequency. From SEM analysis it is evident that all the chosen e-service quality attributes have a positive impact on customer satisfaction and it is significant, which in turn enhances purchase intention and purchase frequency. From decision tree analysis it is evident that customers aged 20-40 prefer buying products after verifying seller information on shopping websites. The results of the study provide valuable insights into the e-commerce sector to make better policies and strategies to enhance customer satisfaction and purchase intention.

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Examining Influence of Electronic Words of Mouth and Social Media Marketing on Customer Satisfaction and Purchase Intention: Moderating Impact of Effectiveness of Information and Communication Technologies

Purchasing intention has been the foremost element that leads the organizations towards success and this aspect demands revisiting this to reiterate its significance. The present study examines the impact of electronic words (E-words) of mouth and social media marketing on the purchase intention of manufacturing sector in China. The study also checks the mediating role of customer satisfaction among E-words of mouth, social media marketing and purchase intention and also checks the moderating role of effectiveness of information and communication technologies (ICT) among customer satisfaction and purchase intention. The primary data was collected from 190 respondents, identified through simple random sampling technique, using surveys. SPSS-AMOS was used to examine the associations among variables. The results exposed that E-words of mouth and social media marketing have a positive nexus with purchase intention. The results also exposed that the customer satisfaction significantly mediates the relationships among the constructs, effectiveness of ICT too significantly moderates this association. The study guides the policymakers in establishing the policies related to achieve the purchase intention using E-words of mouth, effective social media marketing and ICT.

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

E-wallet usage and customer purchase intention: Understanding the mediating role of shopping satisfaction and E-wallet structure

E-wallet usage and customer purchase intention: Understanding the mediating role of shopping satisfaction and E-wallet structure

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

Impact of visual merchandising on purchase intension (A mediating effect of brand image)

In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.

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.

Pengaruh Quality Product, Social Network, dan Celebrity Endorsement terhadap Purchase Intention terhadap Kopi Kenangan Megamall Batam

Increasingly tight business competition requires companies to continue to innovate in their marketing strategies. Kopi Kenangan is one of the many coffee shops that are easy to find, especially in big cities. Therefore, Kopi Kenangan needs to understand the factors that influence purchase intention in order to maintain and increase their market share. This study aims to analyze the influence of social networks, product quality, and celebrity endorsements on purchase intention at Kopi Kenangan Megamall Batam. This study uses a quantitative approach with a survey method. Sampling was carried out using the Slovin formula, resulting in 100 respondents as research samples. The data collection instrument was a questionnaire with a Likert scale designed to measure the variables of social networks, product quality, celebrity endorsements, and purchase intention. The results of this study indicate that social networks do not affect purchase intention, while product quality and celebrity endorsements have a significant effect on purchase intention. Therefore, Kopi Kenangan needs to develop a promotional strategy through social networks and improve product quality to increase customer purchase intention towards Kopi Kenangan.

Exploring young consumers’ perceptions towards sustainable practices of fashion brands

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

Information Search as Mediating Role in Relationship Hedonic Value, Utilitarian Value and Purchase Intention of Food Panda Customers in Pakistan

This study investigates the mediating role of information search within the relationships of hedonic values, utilitarian values, and purchase intention in Pakistan's online food industry with a focal sample of Food Panda customers. The questionnaire was distributed among 400 Food Panda users; 280 questionnaires were received. Smart PLS was used to conduct SEM to analyse the data. The results indicate that hedonic and utilitarian values have positive influences on purchase intention, which reflects that the higher the hedonic and utilitarian values are, the greater the intentions to purchase become, and vice versa. This study also supports information search as a partial mediator in the relationship between hedonic/utilitarian values and purchase intention. The findings reveal that customers who successfully go through information searching are likely to register higher hedonic and utilitarian motivations, which then dramatically increases their purchase intentions. The study contributes not only to the literature on hedonic and utilitarian values but also to the context of the Pakistani online food sector. It also enriches the discussion of information search as one of the pivotal factors affecting purchase intention within this industry.

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

Research on Potential Customer Mining Models for Electric Vehicles Based on Machine Learning Models and Service Growth Models

This study investigates the factors that impact the sales of electric vehicles (EVs) across different brands. Initially, multiple linear regression was performed on the data, and the variance inflation factors were all found to be less than 10. For the first category of indicators, one-way ANOVA was conducted to separate the three types of brands. For the second category of indicators, a logistic regression model was developed to complete the selection. Through multiple rounds of filtering, the following indicators were determined: For the first category, indicators affecting Brand 1 are A1, A2, A3, A4; indicators affecting Brand 2 are A1, A3; indicators affecting Brand 3 are A1, A2, A3, A5. For all brands, the second category of influencing indicators includes B4, B10, B11, B16, B17. A potential customer mining model was then established. Logistic regression models were created based on the sales influencing factors for different brands, and the model formulas for the three types of brands were calculated. The purchase intentions of 15 target customers were predicted, with an accuracy rate of up to 90%. Finally, the study explores whether increasing service efforts could change customer purchase intentions. A stepwise percentage service growth model was established, incorporating an initial service difficulty coefficient to determine how service satisfaction could be altered. Customers 2, 8, and 11 were selected for validation, and their respective service increment percentages were derived, leading to sales strategies tailored to these three customers.

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

The moderating effect of system quality on the relationship between customer satisfaction and purchase intention: PLS-SEM & fsQCA approaches

The study aims to understand the antecedents of customer behaviour that lead to high purchase intention, encompassing moderating role of system quality to achieve purchase intention. Theoretically, this research employs the technology acceptance model to examine the proposed relationship and complexity theory to employ fuzzy-set qualitative comparative analysis (fsQCA) as a robust complementary method to the partial least squares-structural equation model (PLS-SEM). The proposed conceptual model is measured using data gathered from online customers in Bangladesh's electronic market. A survey of 311 e-commerce customers, using PLS-SEM and fsQCA models, reveals that the antecedents of the customer behavioural practices are highly correlated to achieving purchase intention. The findings from PLS-SEM show that perceived enjoyment and perceived ease of use are highly supported by purchase intention. Similarly, system quality influences purchase intention and acts as a moderator. In the fsQCA analysis, hedonic motivation and perceived enjoyment are necessary conditions to achieve a high purchase intention. The hybrid models add the methodological contribution by combining both symmetric and asymmetric relationships, thereby providing a holistic understanding of system quality as a moderating factor to achieve high purchase intention, especially in the context of the e-commerce market in Bangladesh. This research outlines implications for the theoretical and managerial perspectives to build a better relationship between factors of satisfaction and purchase intention and enable policymakers to contribute better managerial decisions.