Customer Purchase Intention Research Articles

The Effect of Multidimensional Consumer Perceived Value on Customer Satisfaction and Purchase Intention of Organic Food

The rapid and widespread growth of the organic food market is considered to become one of the largest growing markets in the food industry. The main objective of this research is to investigate and evaluate the effect of multidimensional consumer perceived value on customer satisfaction and purchase intention in the context of organic food. The data collection was carried out with 234 Indonesian consumers of organic food. The multidimensional consumer perceived value has been formed by 4 dimensions which include functional value, economic value, emotional value, and social value. consumer perceived value is considered to influence customer satisfaction and purchase intention. structural equation modeling (SEM-AMOS) was used to analyze the relationship between them. The result indicates that the consumer perceived value positively influences customer satisfaction and purchase intention. The consumer perceived value has no strong direct influence on purchase intention. Hence, the involvement of customer satisfaction is able to be a full mediator between the customer perceived value and purchase intention. This research contributes to reflecting consumer preferences of organic food in Indonesia as a developing country which is assessed by consumer perceived value, customer satisfaction, and purchase intention.

The Influence of Country of Origin, Advertising Campaign, and Brand Ambassador on Customers Purchase Intention in Digital Marketplace Official Site

The objective of this investigation is to assess the effect of endorsers, promotional activities, and nation of origin on the inclination to buy. The fundamental wellspring of information for this examination is essential information gathered from a gathering of female understudies who have bought things on the web. The questionnaire was administered to 200 respondents through purposive sampling. The data was scrutinized using multiple linear regression analyses. The findings reveal that endorsers and promotional activities have a significant effect on purchase intention, whereas nation of origin does not. Furthermore, endorsers, promotional activities, and nation of origin all have a noteworthy impact on purchase intention. Based on the coefficient of determination, 68% of the independent variable contributes to purchase intention, while the remaining 32% is influenced by other variables that were not examined in this research.

Nexus among augmented reality, customer purchase intention, customer experience and customer brand relationship: Application on Vichy brand

Nexus among augmented reality, customer purchase intention, customer experience and customer brand relationship: Application on Vichy brand

Be a good speaker in livestream shopping: A speech act theory perspective

In livestreaming, the streamers (online sellers) are the core actors who promote deals through their speech. Thus far, how the speech of streamers determines customers’ purchase intention remains unknown. In this paper, we develop a theoretical model to explain the relationship between streamers’ speech acts and customers’ purchase intention, based on speech act theory. We tested the hypotheses using data from an experiment (N = 455) and found that speech acts have significant effects on consumer interest, word of mouth (WOM), desire, and purchase intention. Consumer interest, WOM, and desire fully mediate the effect of streamers’ speech acts on purchase intention. Specifically, we show that compared with expressive and commissive speech acts, directive, assertive, and declarative speech acts lead to higher customer interest, WOM, and desire for the product, which in turn lead to a higher customer purchase intention. Our results suggest that streamers and platforms can increase consumer purchase intention by guiding streamers’ speech acts.

The impact of CSR and corporate ability on purchase intention in e-commerce websites: an examination across genders

ABSTRACT This study aims to investigate the impact of corporate social responsibility (CSR) and corporate ability (CA) on customer purchase intention on e-commerce websites. Also, the effect of trust as a mediator between CSR-purchase intention and CA-purchase intention relationships is examined. Finally, the role of gender as a moderator in the relationships between model variables is explored. This research is a type of Structural Equation Model (SEM), and data were collected from customers of e-commerce websites who made online purchases at least five times a year. The results reveal the positive effect of CA and negative effect of CSR for e-commerce websites in promoting purchase intention of their customers. Additionally, gender moderates the relationship between CSR-purchase intention and CA-purchase intention. The finding can be useful to startup companies that operate in the field of e-commerce. Further, online vendors can improve the quality of their service using the findings of this research.

Investigation Factors of Brand Personality Affecting on Purchase Intentions Towards Authentic Agricultural Products in Vietnam

This study investigates how theoretical framework for brand personality ([1]) influence on authentic agricultural products purchase intention. The model is operationalized by a quantitative method process with SPSS and AMOS software. The survey was completed by 627 persons. Multiple regression demonstrated the factors of brand personality, brand equity; brand authenticity are important predictors of consumer purchase intention for authentic agricultural products. Consumer preference as the intermediator, with a positive weight, explains the purchase intention. The results are also analyzed in different circumstances by monthly income and residence area in Vietnam. This study helps marketers examined how Vietnamese customers view their brands and their rivals therefore what competitors of these authentic agricultural brands can do to enhance the customer purchase intention. The purchase intention findings may be used to identify those brand personality attributes that appear to be most essential in explaining customer preferences.

Influential Cosmetic Packaging Attributes Toward Customer Purchase Intention

The global skincare industry is experiencing rapid growth, with Indonesia's skincare market expected to be the fastest-growing in the Asia-Pacific region, mainly contributed by the middle-class population. This phenomenon leads to a highly saturated market, requiring brands to differentiate themselves through packaging, increasing companies' investment in packaging. Generational preferences influence packaging design, as Generation Z favors simple and sustainable packaging. This study aims to identify the cosmetic packaging attributes significantly impacting Generation Z's purchase intention. This research identifies visual packaging attributes such as packaging material, closure types, shape, color tone, and graphics as significant factors in customer purchase intention. The study uses a quantitative approach where a questionnaire is distributed to Generation Z residing in Jabodetabek and Bandung. Regression and conjoint analyses are employed to analyze the influence of the independent variable. The regression results indicate that packaging material, shape, and color tone significantly impact customer purchase intention. Conjoint analysis reveals that packaging material is the most important variable, followed by packaging shape, closure, and color tone. The most preferred packaging profile combination comprises glass material, dispensing closure, bottle shape, and tertiary Color. Even though both method results provide different rank significance results, the conjoint analysis provides more relevant results as it depicts packaging as a whole similar to real situations. The findings of this study can be utilized to determine which important packaging attributes need to be focused on during the designing process.

The Influence of Sales Orientation and Customer Orientation in Personal Selling Toward Customer Purchase Intention in Digital Banking (Pilot Study of Jenius)

In 2016, Jenius Digital Bank was established by BTPN and Jenius is already familiar since it has several booths as its marketing strategy to implement personal selling to attract and approach new potential customers directly. Lately, Jenius behaves in an undesired manner in applying its personal selling to new potential customers which is often considered unethical behavior since it is more Sales-Oriented than Customer-Oriented (SOCO). This research aims to identify the influence of Sales-Orientation and Customer-Orientation on Customer Purchase Intention by assessing Customer Experience and Customer Satisfaction. This research used a quantitative approach with a minimum number of sample sizes used is 200 samples and used descriptive statistics with PLS-SEM to analyze the data. The result showed that Sales-Orientation does not have a positive influence on Customer Experience, Customer-Orientation has a positive influence on Customer Experience, Customer Experience has a positive influence on Customer Satisfaction, and Customer Satisfaction has a positive influence on Customer Purchase Intention. The finding of this research is expected to give insight into Sales-Oriented and Customer-Oriented Selling Behavior in digital banking brand industries in Indonesia, as well as assist them by providing insights such as factors that have a significant influence.

Implementation of the Trial Strategy in Driving Purchase Intention on Youtube Premium

The entertainment business has lately seen a transformation due to the expansion of digital platforms and the increased popularity of online entertainment. The digital age has completely transformed the entertainment industry. Businesses must adapt and embrace these changes if they want to thrive. Businesses can use the trial strategy to attract new customers despite fierce competition. Users initially assume they do not need it and are prepared to pay for supplemental services for things they typically use for free. Users become uneasy when they stop receiving their benefits and realize they require these extra services. This motivates people to purchase further services voluntarily. The execution of the trial strategy and perceived quality, price, satisfaction, and value are discussed in connection to how they affect customer purchase intention. Trial strategy and perceived price are independent variables. Perceived value, satisfaction, and quality then function as mediating variables. Also, purchase intention is the dependent variable. An online survey with 336 participants was undertaken. The findings from quantitative methodologies demonstrate that trial strategy, perceived value, and satisfaction have a direct, positive, and significant impact on purchase intention. In the meanwhile, buying intention is indirectly impacted by perceived quality and price.

Perception of the purchase budget (BGT) and purchase intention in smartphone selling industry: A cross-country analysis.

The study explores the direct and mediated impacts of customers' perception of purchase budget (BGT) on purchase intention (PIT) through perceived quality (PPQ), perceived price (PPR), and perceived benefit (PB) in a cross-country setting to understand BGT's role in predicting customer purchase intention in smartphone selling through international online shopping platforms. An online survey was conducted in Kenya, France, and the United States to gather data from 429 consumers who had recently purchased one or more smartphones through international online shopping platforms. SmartPLS-4 was used to test the hypotheses. Results for the entire sample showed a significantly positive mediating role of PPR and PPQ between BGT and PIT. However, the mediating roles of PPQ and PB were not significant in the samples from Kenya, France, and the United States. The results also showed that PPR plays a significant and positive mediating role between BGT and PIT in samples from Kenya, France, the United States, and overall. However, the direct relationships between BGT and PPQ, PPR, and PB are shown to be negatively significant.

“Oh My God! Buy it!” Analysis on the Characteristics of Anchor’s Speech in Live Broadcast E-Commerce and Purchase Intention: A Linguistic Perspective

As an emerging business model, live broadcast e-commerce is growing rapidly in China in recent years and prompts the emergence of network anchors, attracting the customers to buy a variety of goods in their live broadcasts. In this paper, we take Li Jiaqi, one of most popular live streaming anchors in China as example, collect and transcribe his speech data of live broadcasts to build live broadcast speech-text corpus, and then conduct corpus-based analysis on linguistic characteristics from the aspects of phonetic, usage of various language units, and rhetoric ways, by using the methods and tools from Phonetics, Natural Language Processing, and Corpus Linguistics. Based on the linguistic analysis, we propose the hypothesis that features in the live broadcasts can have some effects on purchase intention of customers, and testify it with questionnaire survey.

Impact of Social Media Advertising Features on Customer Purchase Intention: A Study of Students of BUITEMS

This research aims to evaluate the most significant components of social media advertising that can predict purchase intent. Advertisements on social media have taken up a significant amount of time, money, and resources for organizations. It is complex for businesses to come up with creative ideas to use social media for attracting customers and encourage them to purchase. The conceptual model is based on the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interaction, Informativeness, and perceived relevance. A deductive quantitative approach with survey questionnaire was used. Our research supplements that hedonic motivation, habit, interaction, Informativeness, and perceived relevance all have significant impact on purchase intent in youth of Balochistan. This study offers valuable insights into the use of social media advertising and recommends that to have favorable influence of the brand, communication activities need to be engaging, tailored, and entertaining at the same time.

Brand Image, Customer Satisfaction and Consumer Purchase Intentions in the Banking Sector of Nigeria: Can Service Quality Strengthen the Relationship

The marketing concept holds that the key to realizing the goals of the organization lies in the ability of the organization in creating, delivering and communicating customer value to the target market more effectively compared to the competitors. This research examined brand image, and customer satisfaction as determinants of purchase intention with the moderating role of service quality. A quantitative research which employed both survey and cross-sectional research designs. The study has an infinite population with a sample size of 422. Purposive sampling techniques were employed in the process of administering the copies of questionnaires to respondents. Partial Least Square Structural Equation Modelling (PLS-SEM) was utilised to ascertain the hypothesised relationship. The findings of the study suggested that brand image, customer satisfaction and service quality have a positive and significant effect on purchase intentions. In addition, service quality significantly moderated the relationship between brand image and purchase intentions and customer satisfaction and purchase intentions. The study recommends that managers should improve service quality in clients' views, such as improving banking facilities, commitments to the customer, the interaction between the staff and the client, being ready to listen to the concerns of customers, and being prepared to solve the problems of customers.

Customer Purchase Intention in a Local Fast Food Restaurant: Testing the Role of Social Media Marketing Activities

The main aim of this study was to investigate the role of social media marketing activities on customer purchase intention in a local fast food restaurant. The independent variabel used in this study is social media marketing activities and the dependent variabel used in this study is purchase intention. The intervening variables used are value equity, brand equity, and relationship equity. Necessary data was gathered from the followers of social media via a quantitative online survey. Using a self administrated questionnaire, 250 respondents were asked to answer the survey employing convenience sampling method. After obtaining the desired responses, the data was analyzed by the AMOS 24 structural equation modeling. The results indicated that for direct effects, social media marketing activities have positive and significant effects on value equity, brand equity, and relationship equity. The results also indicated that brand equity and relationship equity have positive and significant effects on purchase intention. Value equity has positive but not significant effect on purchase intention. Then social media marketing activities have negative direct effects on purchase intention. Meanwhile, for indirect effects, social media marketing activities don’t have significant effects on purchase intention through value equity. But social media marketing activities have moderate effects on purchase intention through brand equity. Finally, social media marketing activities have significant effects on purchase intention through relationship equity.

Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

The influence of brand image on purchase intention in social commerce TikTok Shop: The role of trust

People are starting to change their habits, especially after the Covid-19 pandemic, which made them prefer shopping online. Many online shopping platforms can be used by consumers, including social media as well as e-commerce or the social commerce term TikTok Shop. The TikTok application has great potential in the e-commerce sector, including the marketing industry and online shopping media in the form of short videos. On the other hand, TikTok can provide a positive value to the brand image of a product. If the product has a positive brand image, the impact will be that people will trust and know the product well. Besides the brand image, consumer purchase intention is also based on trust. The problem is consumer trust in TikTok as a social media-based online shopping tool is still being debated. This study aims to prove the effect of brand image mediated by customer trust on purchase intention in the social commerce TikTok Shop. This research method is quantitative, and the data used is primary data from an online survey via LimeSurvey. The total number of respondents is 333 people who are spread throughout Indonesia. Next, the collected data was analyzed by SEM on SmartPLS. The results of the study show that brand image has a significant effect on customer trust and purchase intention.

Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image

Investigating the increasing prominence of influencer endorsements and customer reviews represents a crucial and compelling area of research. Influencer endorsement and customer reviews can influence a customer's purchasing interest in a product. This study aims to examine the influence of consumer reviews and influencer endorsement on the purchase intention of Avoskin products, taking into account the role of brand image as a moderator. The study involved 385 skincare enthusiast respondents in Indonesia and used a questionnaire as the data collection instrument. Employing multiple linear regression, the results showed that consumer reviews and influencer endorsement have a positive and significant effect on the purchase intention of Avoskin products. The brand image also plays an important role as a moderator in the relationship between consumer reviews, influencer endorsement, and purchase intention. These findings provide advice to Avoskin to improve product and service quality to improve brand image, and to increase consumer purchase intention through influencer support and customer reviews.

Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic

PurposeThis study aims to identify the relationships between the electronic word of mouth (eWOM), brand image (Brand) and online purchase intention (INT) of young customers during the coronavirus disease 2019 (COVID-19) pandemic period.Design/methodology/approachThe covariance-based SEM and the multi-group invariance analysis (MGA) were applied to investigate the proposed model with the data collected via an online survey during the fourth wave of COVID-19 in Vietnam.FindingsThe results showed that eWOM quantity (eQuan) has a significant positive effect on eWOM credibility (eC) in the context of the COVID-19 pandemic. Furthermore, whereas Brand positively partially mediates the relationship between eQuan and INT, this construct plays a positively fully mediating role in the relationship between eC and INT. Finally, the results indicated that there is no significant difference in the invariance indicators related to the gender of respondents.Originality/valueThis study has some contributions not only to the theoretical framework for understanding the online purchase behaviour of young customers in the pandemic context, but also to the practical implications of how to use different dimensions of eWOM accordingly to enhance a company's brand image in the online business environment.

Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image

AbstractConsumers around the globe are concerned about the environment and want to purchase from businesses that are more concerned about society and the environment. Therefore, businesses need to develop their image as socially responsible entities and build their green image through green marketing tactics to enhance the green purchase intentions of their consumers. The study is quantitative, and a convenience sampling technique is used to collect primary data through a self‐administered questionnaire comprised of the demographic profile of the respondents and adopted scales of all the constructs of the study. The population of the study is students of different universities in the Punjab province of Pakistan. Statistical tests are performed with the help of SPSS_v.20 and PLS_v.4 (variance based) on 782 useable responses. Green marketing (GM) and corporate social responsibility (CSR) are the independent variables, while green brand image (GBI) is mediating, and green purchase intention (GPI) is the dependent variable of the study. The results indicate that GM and CSR improved the GBI and built GPI. This study contributes to the social and environmental literature. It may help managers to formulate strategies to enhance the Green Purchase Intentions of customers by building a Green Brand Image.

A Study on Impact of Social Commerce on Customer Purchase Intention

This project aims to investigate the impact of social commerce on customer purchase intention. Social commerce refers to the utilization of social media platforms and social interactions to facilitate online shopping and influence consumer buying behavior. With the increasing popularity of social media and the rise of e-commerce, understanding the relationship between social commerce and customer purchase intention has become crucial for businesses to develop effective marketing strategies. This project will employ a combination of quantitative research methods, including surveys and data analysis, to explore the factors influencing customer purchase intention in the context of social commerce. The findings will provide valuable insights for businesses looking to leverage social media platforms to enhance customer engagement and drive sales.