Customer Purchase Intention Research Articles

The Role Of Hedonic Motivation In Social Commerce Toward Consumer Purchase Intention

This study investigates the influence of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) elements on customer purchase intention within the context of social commerce, with a focus on the moderating role of hedonic motivation (HM). TPB factors, including attitude (ATD), subjective norm (SN), and perceived behavioral control (PBC), along with TAM factors - perceived ease of use (PEOU) and perceived usefulness (PU) - were examined for their connection to consumer purchase intention (CPI). Hedonic motivation's role as a moderator between TPB, TAM, and purchase intention was explored due to its impact on sensory, creative, and emotional responses of hedonic consumers towards products. The study, involving 500 online survey participants, employed SPSS 26.0 for initial analysis and Smart PLS 3.0 for structural equation modeling. Results supported seven out of ten hypotheses, offering valuable insights into hedonic motivation's regulatory effect on customer purchase intention in the realm of social commerce, contributing to a deeper understanding of this evolving market.

Wow! Interjections Improve Chatbot Performance: The Mediating Role of Anthropomorphism and Perceived Listening

Could a subtle shift in the language used by chatbots improve service interactions? This research suggests that a chatbot’s use of interjections (e.g., “wow” and “hmm”), can shape consumer attitudes and behaviors. Four experiments demonstrate that consumers are more satisfied, more willing to purchase, and more likely to remain loyal when chatbots use interjections. The studies find support for a sequential mediation model where interjections increase anthropomorphism, which in-turn increases perceived listening and then impacts consumer responses. Consumers respond positively to interjections because they feel the chatbot is more human-like, and thus capable of attending to them and understanding their needs. This interjection effect holds across a range of consumer contexts and at different stages of the purchasing process. The findings shed light on why anthropomorphism has a positive effect in human-chatbot interactions, while providing a straightforward means of enhancing customer satisfaction, purchase intent, and loyalty.

After-sales service and brand reputation: a case of kitchen appliance industry

PurposeTo build long-term relationships and gain a competitive edge, marketers need to provide customers with unique and distinct experiences that they cannot find in other companies. According to the literature, after-sales service helps to achieve these goals. By modeling the linkages between after-sales service, service quality, customer attitude and purchase intention, this study aims to understand how customers perceive after-sales service in decision-making in kitchen appliance industry.Design/methodology/approachThrough purposive sampling, 324 respondents, primarily female, answered a structured questionnaire about their perception of after-sales service for kitchen appliance products. Previously well-established, validated scale measures from the extant literature were used. The responses were gathered using a seven-point Likert scale.FindingsAccording to the findings, after-sales service quality is vital in kitchen appliance buying decisions. Accordingly, the higher the quality of service perceived by the customer, the more favorable the brand's attitude and purchase intention will be. Additionally, brand reputation was found to be an essential moderator between customer attitude and purchase intention, suggesting that the reputation of the kitchen appliance brand plays a positive and significant role in consumers’ purchase intentions.Originality/valueIt is well known that after-sales service plays a crucial role in current business scenarios, but empirical research on kitchen appliances has been scarce. This study aims to fill a void in the existing literature by investigating the relationships between after-sales service, after-sales service quality, customer attitude and purchase intention in the domain of kitchen appliances.

COMPARISON OF BRAND AND RETAILER EQUITY REGARDING PURCHASE INTENTIONS OF CUSTOMERS IN TURKISH AUTOMOTIVE SECTOR

Several studies attempted to investigate brand equity and retailer equity regarding their relationship with the purchase intentions of customers. However, there is little research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. There were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings were that brand equity and retailer equity have considerable and positive effects on the purchase intentions of customers; however, they act independently from each other.

Model Analysis of Millennials' Purchase Intention Electric Cars in JABODETABEK

This study explores a model of customer purchase intention in millennial segment electric car buyers in Jabodetabek using a modified Theory of Planned Behavior (TPB) and analyzed by Structural Equation Modeling using Smart-PLS 3.2.9. Although sales of electric cars in Indonesia are increasing, consumer purchase interest, especially the millennial generation, is still low compared to other Asian countries. This study examines the influence of factors in the modified TPB, including Attitude, Subjective Norms, Perceived Behavioral Control, Government Policy and Environmental Concern on the purchase intention of electric cars. Data was collected through a survey of millennials in Jabodetabek. The results of SEM analysis show that Attitude and Environmental Concern have a positive and significant influence on the purchase intention of electric cars. Meanwhile, Subjective Norms, Perceived Behavioral Control and Government Policy have a positive but insignificant impact on the purchase intention of electric cars for millennials in Jabodetabek. The findings of this study provide insights for manufacturers, policymakers and marketers on how to increase the adoption of electric cars among millennials. Appropriate strategies can be designed to drive electric car market growth and overcome existing barriers.

Exploring the Impact of Ethnocentrism, and Country of Origin on Consumer Purchase Intentions: A Case Jingdezhen Blue-and-White Ceramics

In China, the native people living in the society have great enthusiasm for their country and they always prefer using and consuming their homeland-manufactured products. Moreover, Chinese have their own culture in which they possess different arts and creative commodities consumption and purchasing to follow their traditional norms. This study investigates the patriotic nature of Chinese customers, who have a strong preference for their home-made products and cultural heritage. The research uses an empirical model to examine the relationship between animosity, ethnocentrism, country of origin, and country knowledge, as well as perceived warmth as a mediator. The study used a positivist philosophy with a deductive approach, using the S-O-R theory as the empirical support. Quantitative primary data was collected from 280 customers of blue and white ceramic products, with a total sample size of 280. The SEM technique revealed that country of origin and ethnocentrism significantly influences customer purchase intentions for ceramic products. Furthermore, the mediation analysis revealed that customer ethnocentrism indirectly impacts purchase intentions through perceived warmth. The study concludes that Chinese customers have a high devotion to their mother country's products, and the behavior of native sellers and general society people is crucial in stimulating their purchase intentions.

Pengaruh Persepsi CSR terhadap Reputasi Perusahaan, Minat Beli, dan Kepuasan Pelanggan

This research aims to examine the effect of CSR perceptions on customer satisfaction, company reputation and purchase intentions, the influence of customer satisfaction on company reputation and purchase intentions, the influence of customer satisfaction in mediating the relationship between CSR perceptions and company reputation, and the influence of customer satisfaction in mediating the relationship between CSR perceptions and purchase intention. The sample from this research consisted of 200 consumers of Alfamart and Indomaret retail stores in Batam City. Data was collected by distributing questionnaires. The data analysis technique used is multiple regression analysis and Sobel test to test the influence of intervening variables. The research results show that CSR perceptions positively influence customer satisfaction, company reputation and purchase intentions. Customer satisfaction positively influences company reputation as well as purchase intentions. Customer satisfaction indirectly influences the relationship between CSR perceptions of company reputation and purchase intentions. Suggestions for further is research will be able to provide a wider range of respondents by covering fields other than retail to obtain more general information

Assessing the Impact of Social Media Marketing on the Purchase Intentions of Customers: The Understanding Acquired from Vietnamese English Centers

Assessing the Impact of Social Media Marketing on the Purchase Intentions of Customers: The Understanding Acquired from Vietnamese English Centers

Is Metaverse Intended for Purchasing? An Empirical Investigation

The metaverse, a digitally accessed immersive virtual environment, has the capacity to transform online retail by providing consumers with distinctive product experiences. This study examines how consumers behave when using metaverse platforms for purchasing. It specifically looks at how trust and perceived enjoyment play a part in influencing their desire to make a purchase. A quantitative methodology was utilized, with a total of 483 undergraduate students taking part in an experiment that entailed engaging with a metaverse retail platform called Decentraland, as well as completing a questionnaire that they administered to themselves. The results of the structural equation modelling analysis showed that the consumer's attitude towards the metaverse platform had a substantial positive effect on trust (β = 0.53) and perceived enjoyment (β = 0.39). These factors, in turn, had a favorable impact on purchase intention (β = 0.42 and β = 0.62, respectively). Furthermore, it was discovered that trust (with an indirect effect of 0.223) and perceived enjoyment (with an indirect effect of 0.241) play a major role in mediating the connection between customer attitude and purchase intention. The results enhance our comprehension of consumer behavior within the metaverse framework, highlighting the significance of cultivating trust and enjoyment to stimulate positive purchase intentions. The paper examines the consequences of the study for both theoretical and managerial perspectives. It emphasizes the importance for creators of metaverse platforms and brands to prioritize methods that build trust and boost the perceived satisfaction of users through immersive, interactive, and engaging virtual experiences. Proposed future study directions aim to overcome restrictions and broaden the scope of investigation as the metaverse continues to develop.

Factors Influencing Consumer Purchase Intention and Adoption Onwards of 5G Mobile Phone in Malaysia

The use of 5G technology signifies a significant progression in mobile telecommunications, offering improved speed, connection and efficiency. The objective of this research is to determine the variables that impact customer purchase intention and subsequent adoption of 5G mobile phones, specifically from the viewpoint of popular shopping platforms in Malaysia. The theoretical framework can be found pursuant to the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DOI) theory. Utilising quantitative surveys to collect extensive data from a varied sample of Malaysian customers who are Shopee subscribers. A total of 413 samples was successfully collected using convenience sampling of Malaysians in the Klang Valley. Findings suggest that factors such as perceived ease of use, subjective norm, and attitude serve a crucial role in determining purchase intention. The online purchasing of 5G mobile phones is greatly influenced by both intention and actual behaviour. The study emphasises the need of using targeted marketing tactics that specifically target these diverse characteristics. Online merchants and mobile phone manufacturers may greatly boost customer trust and adoption rates by improving user experience, offering comprehensive product information, and implementing strong security measures. The study offers vital information for competitors seeking to take advantage of the continuously growing 5G industry in Malaysia.

The role of augmented reality in the customer shopping experience

Purpose This article aims to explore the potential of augmented reality (AR) to enhance the customer shopping experience in the furniture industry. It aims to investigate how AR mobile apps can be used to provide a hedonic and utilitarian shopping experience for customers. Design/methodology/approach W administered an online questionnaire to 180 customers of the company “Cubitte Concept” (www.cubitteconcept.com), which specializes in the manufacture and design of furniture. This company allowed us to contact these customers to disseminate the questionnaire for gathering relevant information. Data collection lasted approximately three months, from July 3rd to October 5th, 2023, yielding 150 valid responses, which represented 85% of all collected questionnaires. The small sample size is justified by the problem of access to our target group, who are reluctant to be questioned in any way and try at all costs to protect their opinions and privacy. The following table describes the main characteristics of the sample. Findings The results indicate that customer experience, with its three hedonic, cognitive and utilitarian dimensions – along with interactivity, performance expectancy and effort expectancy – have a significant impact on purchase intention. Research limitations/implications The limitations of this investigation may open up future avenues of research where we can further explore the impact of AR technology on customer experience and purchase intention in other sectors, as well as study the moderating effects individual, social and cultural factors. Practical implications While the practical implications can help retailers develop effective strategies for integrating AR into their online shopping experiences. By understanding the potential benefits and challenges associated with AR, retailers can make informed decisions about its implementation and design effective AR applications that improve customer engagement and satisfaction. Therefore, these findings present an opportunity for a comprehensive understanding of how AR influences consumer behavior, empowering stakeholders to refine and optimize their AR marketing strategies. Notably, in Tunisia, AR usage is commonplace in the furniture industry. However, based on this study’s insights, we advocate for broader adoption and integration of AR across diverse sectors, including education, tourism, ready-to-wear and beyond. Originality/value This study presents a unique and novel analysis of AR in the furniture industry and contributes to the current understanding of the use of technology to enhance the customer experience and provide recommendations to professionals looking to implement augmented reality in their marketing strategy.

Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology/approach For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AMOS. Findings The findings indicate various insights in terms of the results of moderation analysis. This study explains a significant moderation of store aesthetics, customers’ age and their local region for the brand love-purchase intention relationship in the research context. Originality/value The present study examines relevant moderators for brand love-purchase intention relationship by empirical means for hypermarket brand stores that is an under-explored researched context in Indian context. It adds considerable insights for academics and managerial practices in the arena of customer-brand love and emotional affiliation.

Causes and Effects of Social Media Engagement in Luxury Fashion Marketing: A Comparative Study Over the COVID Pandemic

This paper examines cross-country heterogeneities and over-time changes of the role of social media marketing (SMM) in the luxury fashion industry. A comprehensive literature review is conducted on customer value, purchase intention, and engagement motivation to understand the causes and effects of SMM. Based on the survey data in China and the United Kingdom, probit and oprobit regressions are employed to estimate the models of SMM. Results show that affectional and cognitive motives are the two primary drivers of SMM engagement in both countries. Chinese customers are more susceptible to SMM than their British counterparts, suggesting significant potential benefits of developing SMM strategies in China. Over time, SMM has become an irreversible trend of luxury brand management after the coronavirus disease 2019 pandemic. Identified heterogeneities and changes call for differentiated international marketing strategies in different countries at different times.

Analysis of the Influence of Influencer Marketing and Social Media Marketing Activities on Instagram Social Media in Creating Customer Purchase Intention on Cosmetic Products in Greater Jakarta

Social media marketing and influencer marketing occupy the first and second positions in top digital marketing in 2022, but social media users in Indonesia in January 2022 – January 2023 decreased by 24 million. By focusing on generation Y and generation Z in the Jabodetabek area, the research was conducted using quantitative methods and a total of 257 respondents were used who were collected via Google Forms. With the aim of determining the influence of social media marketing activities and influencer marketing on current purchase intentions directly or indirectly, data processing was carried out using SmartPLS resulting in social media marketing activities and influencer marketing having an influence on purchase intentions, as well as the same results for customer perceived value on customer satisfaction, and customer satisfaction on customer purchase intention, and customer perceived value and customer satisfaction successfully mediate social media marketing activities and influencer marketing on purchase intentions. The findings have different results between the generation Y and generation Z groups discussed in the research.

SERVICE QUALITY PERCEPTION AND BEHAVIOURAL PURCHASE INTENTION IN HOTELS: A MEASUREMENT INVARIANCE OF COMPOSITE (MICOM) APPROACH

Objective: The objective of this study is to investigate service quality perception and behavioural purchase intention in hotels by utilizing a Measurement Invariance of Composite (MICOM) approach with the aim of understanding the differences in the service quality perception among male and female guests in hotels. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. The service quality theory and the theory of planned behaviour stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises the explanation design, including a quantitative approach. A total of 751 questionnaires were completed by visitors to Ghanaian hotels Results and Discussion: The results obtained revealed that although male and female hotel visitors perceive service quality differently, there are no appreciable variations between the impact of service quality perception on behavioural purchase intent. In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified. Possible discrepancies and limitations of the study are also considered in this section. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of marketing. These implications could encompass perceived service quality and behavioural purchase intent among hotel guests. Originality/Value: This study contributes to the literature by By contrasting the perceived service quality and behavioural purchase intentions of male and female customers among hotels utilizing the MICOM procedure. For municipal governments and service providers looking to increase behavioural purchase intention among male and female guests, this paper offers a variety of practical implications. The relevance and value of this research are evidenced by the fact that The assessment of perceived service quality may not be measurement-invariant. Therefore, when comparing the findings of a heterogeneous group, researchers should use caution.

Unveiling the impact of employee-customer familiarity on customer purchase intentions: an empirical investigation within the realm of web-based date analytics

Unveiling the impact of employee-customer familiarity on customer purchase intentions: an empirical investigation within the realm of web-based date analytics

The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market

This research investigates the influence of branding, advertising and social media marketing on customer purchase intentions, brand loyalty and brand equity in the Indonesian fashion industry. Survey data from 288 Indonesian consumers were analyzed using structural equation modeling (SEM-PLS) to test the relationship between variables. The results of the analysis show that there is a positive and significant correlation between consumer behavior, social media engagement, advertising effectiveness and brand perception. Key findings show that branding, advertising, and social media marketing positively influence brand equity, purchase intention, and brand loyalty. Hypothesis testing demonstrated strong statistical significance, while assessment of the measurement model supported the validity and reliability of the measurement tools used. The structural model developed is able to explain the data adequately, emphasizing the importance of integrated marketing strategies in strengthening the relationship between consumers and brands and improving brand performance in the Indonesian fashion market. The conclusion is that fashion companies can use the insights gained to increase their presence and competitiveness in developing markets such as Indonesia. Keywords: Branding, Advertising, Social Media Marketing, Consumer Behavior

EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: DECODING THE INFLUENCE OF ENVIRONMENTAL AWARENESS, GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION

Understanding the buying behaviour of consumers for green products has become an emerging issue. The purpose of present study is to assess purchase intention of consumers with respect to green products (environment friendly) shopping in India. Further, this study examines the role of environmental awareness, green perceived value, perceived usefulness and attitude towards using in building consumer intentions to purchase green products. Further, the study extends the TAM (Technology Adoption Model) by Davis (1989) by incorporating external variables like environmental awareness and green perceived value.This study examines the information gathered from 260 clients via a Google form survey. Structural equation modeling (SEM), validity and reliability testing, and exploratory factor analysis were conducted using the gathered data. The result of the present study shows that environmental awareness and green perceived value exert positive and differential effects on attitude towards using green products. The study also found that attitude and perceived usefulness are equally important for the purchase intention of customers towards green products. Implications of the present work are useful for academicians, marketers, customers, and policy makers.

The Role of Product Differentiation, Customer Purchase Intention, and Islamic Self-Congruity in Driving Customer Loyalty

Objective: This research aims to examine efforts to encourage the optimization of product differentiation, which can significantly impact customer purchase intention and Islamic self-congruity, thereby enhancing customer loyalty. Research Design & Method: This study was conducted with 150 Shopee customers residing in Salatiga city, utilizing an online questionnaire distributed via WhatsApp (WA) using accidental sampling technique. The collected data were processed using Partial Least Square Program Smart (PLS) Version 4.0, with Variance Based Structural Equation Modeling (SEM). Findings: The results of this research indicate that product differentiation is effective in driving customer purchase intention and Islamic self-congruity but fails to increase customer loyalty. Furthermore, customer purchase intention plays a significant role in boosting customer loyalty. However, Islamic self-congruity does not lead to increased customer loyalty. Implications & Recommendations: This study concludes that higher levels of product differentiation in Muslim clothing offered by Shopee do not directly enhance customer loyalty. Companies need to manage and optimize customer purchase intention to have a more substantial impact on driving customer loyalty. Islamic self-congruity has not successfully leveraged product differentiation in increasing customer loyalty. Contribution & Value Added: This research offers a fresh perspective on self-congruity theory, highlighting that self-congruence based on specific beliefs and religious convictions provides an opportunity for a broader exploration of customer behavior phenomena. Future research would be intriguing if conducted with more heterogeneous respondents, leading to a deeper understanding of the roles of customer purchase intention and Islamic self-congruity in enhancing customer loyalty.

Factors Influencing E-commerce Live-streaming Shopping Customers Purchase Intention in Malaysia: A Conceptual Paper

Factors Influencing E-commerce Live-streaming Shopping Customers Purchase Intention in Malaysia: A Conceptual Paper