Customer Purchase Research Articles

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.

Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision

This paper focuses on the effects of influencer marketing and online customer reviews on customer purchasing decisions. Quantitative data was collected from 300 respondents and analyzed through SPSS. Process Macro was used to analyze the relations and mediation effects between the variables. The literature review indicates the increasing relevance of digital marketing and the impact of influencer marketing and online customer reviews on customer purchase decisions. Online customer reviews present ideal information as it is the social proof and influence purchasing decisions. According to the results, both influencer marketing and online customer reviews have a significant positive effect on influencing people's decisions when it comes to purchasing. This empirical research brings more light on how influencer marketing and online customer reviews along with credibility play powerful roles in structuring customer purchase decisions. It has a pragmatic impact on marketers for credibility in their digital marketing efforts to make sales.

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

MLOps

Companies are moving from a cottage industry to a factory approach to analytics, especially in regard to machine learning (ML) models. This change is motivating companies to adopt ML operations (MLOps) as a methodology for the timely development, deployment, and maintenance of ML models in order to positively impact business outcomes. The adoption of MLOps requires changes in processes, technology, and people, and these changes are informed by previous work on decision support systems (DSS), development operations (DevOps), and data operations (DataOps). The processes, technologies, and people needed for MLOps are discussed and illustrated using a customer purchase recommendation example. Current and future directions for MLOps practice driven by artificial intelligence (AI) are explored. Suggestions for further academic research are provided.

Factors Impacting Plant-Based Meat Product Consumption: A Consumer Survey Conducted in a New First-Tier City in China

In recent years, the worldwide plant-based meat sector has undergone substantial and rapid expansion. The swift advancement of plant-based meat products in the Chinese market is ascribed to changes in customer dietary preferences. To accelerate the rapid expansion of China’s plant-based meat sector, it is essential to conduct research on consumer demand trends. Citespace was utilized in this study to conduct a bibliometric analysis of research pertaining to plant-based meat. A study model was then created to analyze the primary elements affecting the consumption behavior of plant-based meat products. This study employs Zhengzhou as a case study to construct a research model to examine consumers’ inclination to purchase plant-based meat products. The model is derived from survey data obtained from 570 consumers. The findings indicate that the characteristics of plant-based meat products significantly influence consumers’ purchase intentions and consumption behaviors by shaping their perceptual activity. Price rationality, technical security, and flavor richness are three principal factors influencing customer purchasing of plant-based meat products. The perceived value and trust of consumers can somewhat mediate the influence of plant-based meat consumption behavior. This study offers significant insights into purchasing intentions and consumer behavior in first-tier cities in China. The outcomes of this study can provide a beneficial framework for imitation meat producers to improve product development and stimulate customer interest in the plant-based meat market.

The Influence of Incentives, Quality, and Product Availability on Attitude toward Purchase Decision of Battery Electric Vehicle at the Greater Jakarta

Transport and mobility have significant contributions to the emissions in urban cities in Indonesia. The Indonesian government has supported the adoption of electric vehicles (EVs) as part of the commitment to zero emissions by 2060. According to The Association of Indonesia Automotive Industries (GAIKINDO), in 2022 the electric vehicle contributes 1.49% of the total domestic passenger car sales in Indonesia. This EV population was too small compared to what the government targeted for the adoption of EVs. This study aims to analyze the influence of government incentives, product quality, and product availability on consumer’s attitudes toward purchase decisions of battery electric vehicles (BEV). A sample of 149 respondents, who have a driving license, live in the greater area of Jakarta were collected through a questionnaire-based primary data. Through a rigorous procedure of structural equation modeling (Smart-PLS), it is found that variables of government incentives and product quality have no significant effect on consumer purchase decision for BEVs. Product availability and attitude variable has positive and significant effect on consumer purchase decision for BEVs. Moreover, the product availability variable is imperative since it is found to be the most significant variable construct. Thus, as the managerial implication, BEV dealer and manufacturer could consider the availability of various choices of electric cars with the price and driving range capabilities. Future research is recommended to cover all types of EVs, collect wider respondents on different areas and also explore different variables that influence EV customer purchase decision.

ANALYSIS OF THE FACTORS OF SOCIAL MEDIA ADVERTISING AND THEIR INFLUENCE ON CONSUMER’S BUYING INTENTION

In a social media setting, it is critical to explore the constructs that drive consumers’ reactions toward advertisements as the lack of understanding of these factors may lead to misplaced advertising for marketers online. This study creates a multifaceted advertising model that assesses the effect of informativeness, entertainment, irritability, and credibility on the valuableness of social media advertising and how these factors influence consumers’ buying intentions. It adopted a covariance-based structural equation modelling approach where primary data was collected by administering questionnaires to a sample study of 364 selected participants, who were university students, employees, and entrepreneurs. The data gathered were analyzed using confirmatory factor analysis and structural equation modelling method were used to examine the correlation between the identified predictors and purchase intention while validating the model constructed. The results established that a strong correlation exists between the perceived value of informativeness and credibility of social media advertising and customer buying intention. The findings, while frowning that advertisements with overly entertaining content may irritate potential buyers, posited that perceived value is critical in the conversion of advertising engagement into purchase habit. The study significantly highlighted that perceived value is the key mediator in the proposed model with a very strong correlation that impacts consumers’ buying intention; that is, consumers who perceive value in the ads are far more likely to express their buying intention. The study recommended that advertisers should focus on making their social media ads more valuable to positively affect customer perceptions.

Customer Satisfaction Analysis: Factors Enhancing Purchase Decisions in Higher Education Institution

Higher education institutions face numerous obstacles, including severe rivalry. Higher education institutions must innovate to address these difficulties. The primary goal of this study is to investigate and analyze the elements that influence customer satisfaction and purchase decisions in higher education institutions. This research used quantitative methodologies, with questionnaires distributed to 385 students at one of Indonesia's institutions. The data will be processed using path analysis and correlational analysis with SEM-PLS in the SmartPLS software. The study's findings indicate that customer experience had positive and significant impact on customer satisfaction and purchase decisions (p < 0.05). Communication quality and event marketing positively and significant impacts customer experience and purchasing decisions (p < 0.05). Customer satisfaction significantly affects purchasing decisions (p < 0.05). Higher education institutions must focus on the elements that influence consumer satisfaction and purchase decisions. This can be accomplished through excellent quality communication and appealing marketing strategies.

The Impact of Short Videos and Live Streaming on E-commerce Consumers Purchasing Decisions

With the increasing popularity of online live broadcasts and short movies in e-commerce, the influence on customer purchasing behaviour has received extensive attention. This study seeks to investigate the influence of short films and live broadcasts on consumer purchasing decisions, with a particular emphasis on purchase intention, repeat purchase intention, and impulse consuming behaviour. The research used a literature review strategy to examine the particular influence of various live broadcast aspects on customer purchase decisions. This study discovered that short films and live broadcasts, due to their high engagement and immersive experience, may greatly improve customers' brand identity and happiness, resulting in increased buy and repeat purchase intentions. Furthermore, elements like real-time interaction, music and visual effects, and quick feedback can assist customers lower perceived risks and boost confidence in their purchase decisions. According to research findings, short films and live broadcasts are not only excellent marketing tools, but also essential strategic measures in modern e-commerce.

Customer perceptions about traceable meat: research from Northern China

Food traceability and food safety, including quality assurance processes, are essential for ensuring the health of members of society and can prevent food-supply-related problems. Meat-related food safety issues are significant, especially in developing countries like China. The main aim of this paper was to explore customer perceptions and purchase behavior, including willingness to pay, related to traceable meat. A qualitative exploratory approach was applied. Five focus groups were implemented with interviewees from Northern China, and grounded theory methodology was used in their analysis. The results showed that participants were influenced by product characteristics, sales-related factors, and subjective norms when purchasing meat. Their level of trust in traceability information was variable; respondents preferred independent quality assurance associations and information obtainable by scanning QR codes. The findings of this study may contribute to the introduction and development of food traceability systems in the meat industry, reinvigorating consumer trust.

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.

THE ADOPTION OF AI-DRIVEN CHATBOTS INTO A RECOMMENDATION FOR E-COMMERCE SYSTEMS TO TARGETED CUSTOMER IN THE SELECTION OF PRODUCT

The research looks into the Adoption of AI-Driven chatbots into a recommendation for E-Commerce systems to targeted customer in the selection of product, particularly their function in product selection and overall customer experience. The study is based on five assumptions: improved product selection accuracy, increased user happiness, influence on customer engagement and purchase decisions, enhanced user experience and retention rates, and effect on consumer trust. The findings show that AI-powered chatbots greatly improve product selection accuracy, with a regression weight of 0.693 and a beta coefficient of 0.480, representing a 48% improvement per unit of implementation. User satisfaction has also significantly improved, as evidenced by a regression weight of 0.897 and a beta coefficient of 0.840, both with high statistical significance. Chatbots have a favourable impact on consumer engagement and purchasing decisions, as indicated by substantial regression weights and beta coefficients for each variable. AI chatbots improve user experience and retention, as evidenced by high regression weights and R² values. Finally, chatbots improve customer trust, with a regression weight of 0.447 and a beta coefficient of 0.200. Overall, the study shows that AI-powered chatbots significantly increase several aspects of e-commerce, including product selection accuracy, user pleasure, engagement, retention, and trust.

Exploring the Impact of E-WOM Information via Social Media on Customer Purchasing Decision: A Mediating Role of Customer Satisfaction

The study investigates the impact of E-WOM information on purchasing decisions, using customer satisfaction as a mediator. It examines E-WOM information as independent variables, such as quality, quantity, and credibility, and as dependent variables, such as consumer satisfaction and purchasing decisions, with customer satisfaction serving as a mediator to investigate the relationship between E-WOM information and purchasing decisions. A questionnaire was issued to 307 social media-active clients, and the hypotheses were tested using quantitative methods. Data analysis comprised descriptive statistics, Cronbach's alpha, skewness and kurtosis, and Pearson correlation coefficient, as well as a fit model for measuring questionnaire reliability and validity, regression for sub-hypotheses, and a path model for evaluating main hypotheses. The findings revealed that all three dimensions of E-WOM information had a positive impact on customer satisfaction and purchase decisions, both individually and jointly. Customer satisfaction has a positive influence on purchasing decisions. Furthermore, E-WOM information has been shown to positively impact purchasing decisions via consumer satisfaction. The study suggests that organizations should understand the dimensions that impact customer satisfaction and purchasing decisions in order to fulfill their goals, remain ahead of the competition, and obtain a competitive advantage. Proper tracking of social media reviews, comments, and recommendations may help organizations deliver answers, increase customer satisfaction, and aid in making purchasing decisions

Power of Advertising on Consumer Purchasing Behaviour: A Study on the “Share a Coke” Campaign

This study investigated the influence of advertising on customer buying behaviour by analysing the impact of the 'Share a Coke' Campaign. This text elucidates the significance of advertising in shaping the consumer's purchasing decisions. Several Nigerian organisations exhibit a lack of enthusiasm when it comes to promoting their products and services through an efficient advertising platform, which negatively impacts their sales performance. They do not consider it necessary to allocate a percentage of their money to ads for promoting their products and services and influencing customer purchase decisions. This study elucidates how the brand Coca-Cola has strategically utilised advertising to its benefit, ensuring not just customer affinity towards the brand but also driving real product purchases. The fast progress of technology has led to a substantial rise in the use of technology and digital media in the advertising industry. Given the fast progress, it has become more and more crucial to have effective advertising in order to get a competitive edge. This research is necessary to achieve that. Therefore, it is advisable to do comprehensive research on the target audience to gain insights into their watching patterns and purchase behaviours, thereby ensuring a successful advertising campaign.

E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions

The Role of Neuromarketing in the Purchasing Behavior of Customers: The Role of Cognition and Perception in Purchasing Decisions

This study aims to examine the impact of neuro-marketing on customer purchase behavior through the role of cognition and perception in purchase decision-making. To test these hypotheses, participants were placed in a laboratory environment and exposed to emotional and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the number of purchases, purchase amount, and decision-making time were evaluated as the main variables. The sample consisted of 30 participants, who were randomly assigned to experimental and control groups. The results indicated that emotional and cognitive stimuli had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster decision-making. Additionally, cognitive stimulation significantly increased both alpha and beta waves and reduced decision-making time. However, the effect of these stimuli on the number of purchases and the total amount spent was not significant. DOI: https://doi.org/10.52783/pst.905

The Impact of Ambiet Factors on Consumer Purchase Decisions (KKV Offline Store)

The rise of globalization and the increasing dominance of information technology have ‎transformed the paradigm for business success. Infrastructure is no longer the sole foundation for ‎entrepreneurs. Instead, the economic landscape now places greater emphasis on intangible assets ‎such as intellectual capital. This includes elements like market perception, interpersonal ‎relationships, company ethos, brand reputation, patents, trustworthiness, strategic vision, and ‎specialized expertise. In this evolving economic environment, these intangible factors play a ‎pivotal role in determining the competitiveness and prosperity of businesses. This research uses ‎quantitative research methods and approaches. Data is collected through random sample ‎distribution of questionnaires to respondents. The respondents of this study are offline store ‎KKV visitors. In this study, ambient temperature are predictors that have significant correlations ‎and ‎influence, contributing to 43.8 percent of variance in customers purchase decisions.‎

PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY

The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand promotion in confectioneries and cafes have been identified. Various tools used in marketing efforts within this industry, which constitute the marketing mix or marketing complex, have been explored. The peculiarities of developing a marketing plan for confectioneries and cafes using the “5R+1C” integrated marketing model, and elements of the marketing mix specific to the food industry, are discussed. The ecosystem of the internet marketing strategy for confectioneries and cafes is outlined. The necessity for increasing social media activity (SMM) and enhancing market recognition, as well as developing a user-friendly website with online table reservations and sweet order functionalities, has been emphasized. Directions for optimizing the digital strategy effectiveness for confectioneries and cafes, focused on improving brand recognition among target audiences, are proposed. Factors influencing the selection of Google’s contextual media network for the promotion of confectioneries and cafes are outlined. The required changes for social media pages and websites to enhance brand promotion are discussed. International experiences regarding the efficacy of business tools in the food industry, incorporating marketing concepts, are also explored. The main idea of advertising campaigns, centered around creating favorable conditions for customer purchases and replicating the brand’s style in every part of the establishment, is reviewed. The specifics of consumer loyalty, shaped by the brand’s appearance, communication, establishment design, and available offerings, are also examined.

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.