Customer Psychology Research Articles

Research and Application of Compulsive Buying Behaviors of Consumers in E-Commerce Livestreaming on Big Data

Due to the rise of e-commerce live streaming, more and more Chinese people liked live streaming shopping in recent years. In the era of digital economy, e-commerce platform has developed into a data platform ecosystem built around data resources and data mining technology system. The most typical application of big data is also concentrated in the field of e-commerce livestreaming. E-commerce live streaming platform is a multidisciplinary research field. It is not easy to have a comprehensive understanding of the knowledge structure in this field. In this study, the purpose of this study is to derive and empirically validate a stimulus–organism–response (SOR) model that explains the factors influencing the compulsive buying behavior of customers in livestreaming service platforms offered by well-established e-commerce leaders in China, such as Alibaba Taobao Live. Based on the analysis of the research conclusion, this study proposes that the operators of store livestreaming should improve customers' trust and purchase intention from the aspects of utilitarian value, hedonic value, social value, and perceived value, as well as the use of edge information advantages. Therefore, from the perspective of customer psychology and based on the stimulus–organic–response (S–O–R) theory, this paper empirically analyzes the impact of livestreaming marketing mode on customers' compulsive buying decisions by using structural equation modeling.

Customer Satisfaction in Libraries

The paper points out certain quantitative methods largely ignored by library service providers; Highlights the importance of customer participation in service delivery process; Examines the concepts ‘service quality’ and ‘customer satisfaction’; emphasizes the need for appropriately handling waiting lines in service organizations; presents briefly the theory of waiting lines (queueing theory), psychology of customers in waiting lines with illustrations from library situations; Discusses ways and means of reducing delays in waiting lines and increasing service quality and customer satisfaction and concludes by stressing the need for appropriate studies on these lines in Librarianship.

Between persuasion and courtesy: Polish press advertising, ca. 1850–1939

PurposeEarly Polish press advertising (between 1850s and 1939) was characterized by a distinctive and today’s extinct combination of elements of persuasion and exceptional courtesy toward potential customers. The purpose of this paper is to show the place of customer psychology in the earliest Polish advertising textbooks in the context of the actions of Polish press advertisers at that time, convinced of the susceptibility of their recipients to courtesy, appreciation and flattery.Design/methodology/approachHistorical method based on archival research in Polish digital libraries was used with the aim of identifying and analyzing primary sources, enriched by examples of advertisements from pre-1939 newspapers and historical periodicals illustrating the phenomenon in question and by the findings of more recent Polish-language research papers.FindingsThe issue of courtesy was, in fact, discussed by many authors of Polish advertising textbooks in the period under study. They viewed excessive courtesy in print advertising as an unmodern approach. However, empirical research from 1936 has been preserved which proves that a combination of persuasion and courtesy in advertising was perceived as most effective by its target groups.Originality/valueThis study introduces hitherto unknown Polish marketing thought and practice, drawing on the earliest, mostly forgotten Polish marketing textbooks and other primary sources from the years 1896 to 1939. Thus, this study contributes to the body of research on the history of advertising.

The Impact Of Brand Factor, Customer Factor, And Product Factor On Brand Loyalty Towards Motorbike Brands In Bangkok, Thailand

Thailand’s market for “big bikes”, or motorbikes larger than 400cc, has been enjoying tremendous growth especially with their attractive design and powerful engines, big bikes are a dream machine for many men and even some women. According to the Land Transport Department, nearly 165,000 big bikes have been registered in Thailand so far, and the number is expected to near the 200,000 mark by the end of this year (2021). On a global scale, the market for motorcycles is concentrated in the countries of the Asia-Pacific region, an area that accounts for 80% of total annual global sales (source: Statista). Therefore, competition has been fierce and all brands are looking for ways to increase brand loyalty in order to stabilize their earnings and sustain sales growth over time. Therefore, it would be beneficial to all these big bike brands to understand what constitute consumer loyalty. The purpose of this research is study of factors influencing brand loyalty of big bikers in Thailand. These factors include First-order variables: Customer Expectation (CE), Customer Satisfaction (CS), Brand Personality (BP), Brand Image (BI), Brand Trust (BT), Product (PD), Customer Psychology (CP); and Second-order variables: Customer factor (CUS), Brand factor (BRA). 400 sample were collected using electronic questionnaire through social media. We used second-order Structural Equation Models (SEM) for data analysis. The result shows that the RMSEA, which is an absolute fit index that assesses how far our hypothesized model is from a perfect model, for this model is .047 (<.05) which strongly indicates a “close fit” and the Goodness of Fit Index (GFI) value is .903 (>.90), the model seems to fit well according to the descriptive measures of fit. Moreover, CFI, which is incremental fit indices that compare the fit of our hypothesized model with that of a baseline model (i.e., a model with the worst fit), its value equals .900 indicating an acceptable fit. More importantly, Customer factor (CUS), which is second-order factor of Customer Expectation (CE) and Customer Satisfaction (CS), seem to have significant effects on Customer Psychology towards Brand Loyalty of Big Bikers in Bangkok Thailand due to their p-values are all less than .05. That means if big bike companies and manufacturers can come up with the models that meet or exceed consumer expectation and satisfy customer needs, big bikers will be more likely to switch to your brand and become brand loyal any day.

A Model of Perceived Co-creation Value in Tourism Service Setting: An Application of Structure Equation Modeling.

This study explores how the perceived co-creation values (PCVs) from tourists’ perspectives are applied in the customized tour arrangement service setting. The sequential qualitative and quantitative methods are adopted for this study. The initial qualitative method in terms of the proactive semi-structured interview is conducted to identify and explore the dimension of the PCV construct and to develop its measurement scale. The quantitative method by the structure equation model is employed for the proposed conceptual model fitness assessment and consolidation. Our work contributes to the progression of value co-creation research in a customized tourism context and provides a valid and reliable PCV instrument to tourism practitioners for a better service platform designing. The mediating role of customer satisfaction (CS) between PCV and customer loyalty (CL) offers service providers a deeper understanding of customer psychology and behavior, and thus, the loyal customer cultivation strategy.

Shariah Compliance in Islamic Economics: A Bibliometric Analysis

This study aims to examine the literature related to shariah compliance in the Scopus database. Furthermore, classification and critical commentary were applied to find a new direction for developing studies on shariah compliance in Islamic economics. The bibliometric approach was used to analyse 233 articles, while a systematic literature review was used to classify issues from 82 articles on this paradigm. The results showed that the examined studies grew significantly and were influential in developing the shariah compliance paradigm. This was indicated by the author’s highest m-index of 0.666. However, this literature primarily concerns financial institutions and their relationship with the paradigm, followed by related literature in various industries, with extensive discussion on ethics and in the normative context. In this regard, shariah compliance issues can be classified into three topics, namely Islamic banks, non-bank financial institutions, and general firms. Shariah compliance was insufficiently used as an instrument to measure the product restructuring impact of an Islamic bank and a reflection of the compliance from the customer psychology perspective. In this context, it is necessary to transform the paradigm into “preventing exploitation” by introducing the customer exploitation index.

Understanding product returns: A systematic literature review using machine learning and bibliometric analysis

Product Returns (PR) are an inevitable yet costly process in business, especially in the online marketplace. How to deal with the conundrums has attracted a great deal of attention from both practitioners and researchers. This paper aims to synthesise research developments in the PR domain in order to provide an insightful picture of current research and explore future directions for the research community. To ensure research rigour, we adapt a six-step framework - defining the topic, searching databases, cleaning and clustering data, paper selection, content analysis, and discussion. A hybrid approach is adopted for clustering and identifying the distribution and themes in a large number of publications collected from academic databases. The hybrid approach combines machine learning topic modelling and bibliometric analysis. The machine learning results indicate that the overall research can be clustered into three groups: (1) operations management of PR, covering (re)manufacturing network design, product recovery, reverse distribution, and quality of cores; (2) retailer and (re)manufacturer issues including return policy, channel, inventory, pricing, and information strategies; and (3) customer's psychology, experience, and perception on marketing-operation interface. Furthermore, from the content analysis, five potential future directions are discussed, namely digitalisation in the context of PR; globalisation versus localisation in the context of PR; multi-layer (i.e., retailer, manufacturer, logistics provider, online platform) and multi-channel (i.e., online, offline, dual and omni channel) oriented bespoke return policy; understanding and predicting customer return behaviour via online footprints; and customer return perception across the marketing–operations interface.

ROLE OF CONSUMER PSYCHOLOGICAL STUDIES IN FAST FOOD INDUSTRY

This study examines the behavior of consumer in fast food industry. The customer psychology strongly effected from other customer’s word of mouth, review’s and pricing policy of a company. In this study, we examine the consumer psychology with three factors (referent price, referent deservingness and fair pricing). The three factors become a cause to reduce the anger of consumer and due to this customer satisfy from the operations of fast food industry. We distribute more than 300 questionnaire for analyze our research hypothesis. After analyze we conclude that referent price does not impact on customer anger but it impact on satisfaction of customer. The referent deservingness and price fairness has significant impact on anger of customer and satisfaction of customer. This study provides useful information to fast food sector regarding customer psychology.

On the Psychological Function Mode of Integrated Marketing Communication

The ultimate battlefield of integrated marketing communication lies in the customer's mind, and the basis for customers to make purchase decisions is to judge the value of the brand. This paper establishes a purchase decision model based on customer value, and points out that customer identity value is the basis of customer purchase decision, and the size of customer identity value is determined by customer's cognitive value and emotional value. Integrated marketing communication is to establish customer loyalty by influencing customer psychology, improving brand cognitive value and brand emotional value.

The secret of eternal youth in the Energetic Forest The study of the Energetic Forest through market and customer psychology

The Chinese beverage brand Energetic Forest experienced great success in the last few years with its release of 0 sugar soda drinks. Its secret for success lies in its three marketing strategies and one core concept of its product. The first is to adopt a Japanese style package of the bottles of the products. The second is to focus on convenience stores instead of large supermarkets. The third is to utilize celebrity fame and social media accounts to popularize its products. Its idea to promote healthy and delicious drinks is very attractive to its target customers in China. The success in its strategies is inseparable from the change in young generation’s life styles caused by the advancement of technology and progress in China’s economy.

Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers

PurposeDuring COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal decisions. This study explores the customer psychology of impulse buying during COVID-19 pandemic.Design/methodology/approachThe researcher, being a social constructionist, aims at understanding social patterns in impulsive buying strategies during COVID-19 pandemic. Forty UK consumers were participated using the telephonic interview method with the purpose to maintain social distancing practices.FindingsResults revealed that vulnerable group of people, fear of illness, fear of empty shelves, fear of price increase and social inclination to buy extra for staying at home, increased panic impulsive buying behaviour among customers. Many people socially interpreted the evidence of death rate and empty shelves, which led to more disinformation, rumours and sensationalism, which increased customers' impulsive buying behaviour. Finally, risk of going outside, COVID-19 outbreak among employees of local retail stores, and health professionals' recommendations to stay at home, led to impulsive buying behaviour.Originality/valueThis study has constructed a research framework of customer psychology of impulse buying based on the results of this study and fear and perceived risk theories. The study also explains how the fear of fear, risk perception and conformist tendency enhanced impulsive buying during COVID-19 pandemic. This study has discussed specific implications for retailers.

The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value

PurposeThe paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online advertising) has been divided into five dimensional segregations: informativeness (INFO), irritation (IRR), entertainment (ENT), incentives (INC) and credibility (CRD). For increasing the value of investigation to further extent, the authors included two mediators termed as flow experience (FE) and advertising value (ADD).Design/methodology/approachThe study has been conducted on primary data collected through a structured questionnaire received from a valid sample of 281 smartphone users selected on a random basis. SPSS (Version 24) has been used for descriptive statistical analysis, while structural equation modeling technique (utilizing AMOS 24) has been used to test the hypothetical relationships among the variables.FindingsAfter a careful and bias-free statistical analysis, the results indicate that purchase intention is positively and significantly affected by all the independent components INFO, IRR, ENT, INC and CRD. Regarding the mediating effect, FE can partially mediate the relationships between IRR and PI and ENT and PI as both the direct and indirect effects are significant. On the other hand, ADD can partially mediate the relationships between IRR and PI and INC and PI, respectively, since both the direct and indirect effects are significant.Research limitations/implicationsThis empirical study is expected to be beneficial for the academicians in finding some unique dimensional aspects regarding online advertising and purchase intentions.Practical implicationsThe policymakers can formulate some unique online advertising policies with a view to identifying customer psychology and increase sales volume based on the findings.Originality/valueSmartphone market in Bangladesh is growing steadily. This empirical paper has shed some lights on the unique role of online advertising on PI of smartphones of Bangladeshi customer base. Since the market scenario in Bangladesh is somewhat unique than those of Western and Eastern countries, the authors hope that the findings will add numerical theoretical and practical values for further investigation in South Asian markets.

The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic

PurposeThe use of social media and information exchange increased during Covid-19 pandemic because people are isolated and working from home. The use of social media enhances information exchange in a global society, therefore customers are uncertain and not in a better position to take decisions before the situation goes worst everywhere in the world. The current study helps to understand how social media facilitate social and global engagement and information exchange which ultimately leads to the development of the customer psychology of stockpiling. This study aims to develop a research framework which helps to understand the customer psychology of stockpiling during a global pandemic.Design/methodology/approachThis study opted for a social constructionist approach because it can help to understand both individual and social subjective realities with respect to stockpiling behaviour due to the fear and risk of Covid-19 pandemic. For this purpose, the researcher collected data from 40 customers of UK retail stores who actively use social media. The data were collected during telephonic interviews and thematic analysis was used for data analysis.FindingsResults highlighted that institutional communication and social public interpretation of uncertainties and risk enhanced misinformation and sensationalism through social media platforms; therefore, stockpiling behaviour increased during Covid-19 pandemic. The fear of items being out of stock, illness, misinformation, family fear and going out were some of the possible causes that led to the development of panic stockpiling behaviour. The global uncertainty proof, as well as a public social consensus for staying at home and protecting the future also increased customers’ intention to buy in bulk for their future. Although social media played an important role in transferring relevant and timely information, it also increased uncertainty and social proof which may have led to stockpiling of retail products.Research limitations/implicationsThe results of this study are beneficial for understanding how Covid-19 creates and enhances uncertainties and risks at both global and national level which developed into customer panic stockpiling behaviour, even when there is no promotional scheme or decrease in prices. This study helps marketers understand the psychology of customer stockpiling during a global pandemic. This study also helps to understand the role of social media, which promotes social interpretations of uncertainties and risk which ultimately enhance panic stockpiling among customers.Originality/valueLimited research is available which provides an understanding of how social media can play a role in socially generated uncertainties and risks, which enhance misinformation and sensationalism, as well as the development of stockpiling behaviour. This study provided a stockpiling behaviour model based on the theory of uncertainty and social proof. The results of this study are unique as there is limited literature available which connects social media, uncertainties and risk, Covid-19 pandemic and stockpiling behaviour among educated people.

Report on Analysing consumer’s Psychological association with the brand - Harley Davidson, comparing with Triumph Motorcycles and understanding Attitude formation leading to Strategic Branding Decisions in India

Customer Psychology is the investigation of human conduct with respect to their purchasing behaviours, customs and inclinations comparable to customer items including their responses and inclinations to promoting, bundling and advertising of those items. This report analyses the psychological association that the consumers had with the brand Harley Davidson and Triumph. To find this out, a FGD (Focus Group Discussion) was carried out between the eligible samples who are completely aware of those brands and their products and operations in the country/ world. From the discussion, the data that was collected from their opinions, experiences, perspectives and the knowledge they acquired on those brands, there was a detailed understanding of attitude formation that was found on those brands and few niche questions were asked to them to find out the views according to Tricomponent model. From these findings, the brands were suggested, especially Harley Davidson on few Strategic branding decisions in India that could lead them to more satisfied, new and enthusiastic customers.

Critical Discourse Analysis and Its Potential for English Language Teaching: A Study on Beauty Advertisement Products in Indonesia

Language is one of the essential features in beauty product advertisements as it is used not only to disseminate the products but also to approach the psychology of the target customers. In this study, the researchers aimed to analyze how language is implemented in three prominent beauty product advertisements in Indonesia (Wardah, Inez, and Sariayu) posted on YouTube by using Critical Discourse Analysis (CDA) model by Fairclough (1995a). To uncover advertisers’ strategies, the researchers used three interconnected dimensions in analyzing the advertisements: text dimensions (micro), discourse practices (meso), and socio-cultural practices (macro). A table of discourse practices combined with the socio-cultural practices was provided to gain more evidence of the words and phrases used in the advertisements and social life reality affected by the advertisements. Findings from this study showed that the advertisers used an intimate approach and personalised word choices to attract target customers. Figures of beautiful women were also presented to direct audiences’ perception of beautiful women. Also, the advertisements strongly suggest their products serve as potential answers to meet the intended appearance needs of the consumers. Further, this study suggested some pedagogical implications to shed light for English teachers to implement the potential benefits of CDA for the language classroom, for it can serve as a bridge between language teaching and phenomenon happening in the society.

Factors affecting online purchase intention: the case of e-commerce on lazada

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

Impacts of Customer Psychology Analysis on Insurance Marketing Models and Strategies

<p>In recent years, China's insurance industry is developing rapidly and China has become the world's second largest insurance market. As a modern service-oriented industry, insurance is undergoing a transition from a large-scale to a competitive industry and plays an increasingly significant role in people's social life. From the perspective of traditional insurance marketing, this article analyses the features of insurance products and the models and current status of insurance marketing. It explores the existing problems in traditional and internet insurance marketing and provides suggestions for improving the models and strategies of insurance marketing based on customer psychology.</p>

Less diversity but higher satisfaction: An intelligent product configuration method for type-decreased mass customization

In the industrial 4.0 era, the development of an intelligent manufacturing business model is driven by satisfying customer needs and intelligent algorithms. Enterprises are desirous of adapting a product to the personalized needs of customers to the maximum possible extent. Thus, they increase production configuration diversity, and this leads to increased cost and less efficiency. In order to improve the economy and efficiency of production, this paper proposes an intelligent type-decreased mass customized product configuration method with an improved fuzzy clustering algorithm that combines the Kano’s model and social inertia. The Kano’s model is improved, and social inertia is introduced into the product configuration to adapt to customer psychology and gain better configuration results. We apply this intelligent proposed algorithm to the design of a tablet PC and verify that the improved algorithm is operable and effective in dealing with customer demands and decreases in the variety of products.

Bringing the individual into the co-creation of value

Purpose Despite the increasing prominence of value co-creation (VCC) in extant research, the area of customer co-creation is in its infancy and many aspects are not well-understood. This paper aims to important work from the individual psychology literature with the concept of VCC and offers empirical evidence to untested theoretical claims regarding the role of the individual in VCC. Design/methodology/approach The investigation begins with reviews of the literature of individual psychology and VCC to compare the concepts they use to explain the role of the individual in co-creation. The results of the theoretical development are empirically derived using a multiple vignette-based study to examine relationships between individual characteristics and the activity of VCC. Findings The authors find a positive effect of a customer’s prosocial orientation, perspective taking and involvement on VCC. However, a customer’s extraversion does not affect the degree of VCC. The desire-to-participate mediates these relationships. Research limitations/implications This study offers a foundation for some of the central claims about VCC and encourages a precise understanding of the impact of individual customer psychology in value co-creation with firms. Implications for the service-dominant logic of marketing and core work in psychology are discussed. Practical implications Managers seeking to design co-creative ecosystems need to know about the individuals they are co-creating with. In this research, the authors clearly exemplify how managers can use in practice a theoretical understanding of individuals to better direct the activity of VCC. Originality/value This paper provides both new theoretical knowledge from the parallel literature review and exciting empirical results from the authors’ investigation into phenomenological claims regarding VCC.

Examining Maslow’s Hierarchy Need Theory in the Social Media Adoption

Social behavior of customers receives a sideline in social media, and the focus appears to be persistent on lead, conversions, and engagement. The psychology of customers is a significant element in the study of social media adoption. Maslow's theory on the hierarchy of needs describes the urge for strong desires after the individual's lower level is satisfied. The study attempts to examine and map the linkages of the Maslow Hierarchy with Social Media Adoption. The study is quantitative and descriptive. The responses from the sample size of 287 were collected using structured a questionnaire. EFA was performed to identify and map the items relating to each level of the hierarchy. CFA was conducted to find the goodness of fit. The findings suggest that the theory of Maslow's fits well with the proposed social media adoption model. The results revealed that social media adoption follows Maslow's hierarchy of needs theory. The study may be carried out for scale development for evaluating intentions and reasons for social media usage. The companies can make use of the suggested model in the study for launching their various marketing campaigns.