Customer Purchase Research Articles

TIKTOK'S IMPACT ON CONSUMER BEHAVIOUR: A CONCEPTUAL REVIEWS

This conceptual paper investigates the impact of TikTok on customer purchase behaviours. It looks at the way consumers' views and decisions are influenced by influencers and short films. A conceptual model that outlines the way TikTok content, mainly those created by influencers, influences consumer decision-making is created from research that has already been published. TikTok's unique influence on consumer preferences can be attributed to its unique features, which include interactive aspects and short movies. The conceptual model provides an in-depth discussion of TikTok's influence on customer behaviour by blending ideas from digital communication research, marketing theory, and social psychology. The research highlights the dynamic and appealing power of TikTok and explores the theoretical underpinnings of social influence, user engagement, and the changing role of influencers in the TikTok community. This conceptual study lays the groundwork for upcoming research, assisting researchers as they examine the multilayered connection between TikTok and modern consumer behaviour. This conceptual paper primarily seeks to shed light on the various ways that TikTok influences consumers' decision-making processes.

Impact of Social Media on Purchase Making Decision of Consumers

This paper attempts to understand the various complex influences that a consumer is made to undergo by being webbed around social media engagement and its algorithms. Complex buying behaviour is rare, high-involvement customer purchases that make a big brand difference. With social media taking its new toll and establishing new records of burgeoning high numbers of users every year, this trend is indomitable for the epoch it generated in the last decade. Social media engagement of consumers has indeed factually increased enablement of expansion in the user-generated content and the interactive system of an interface that ensures the engagement is maintained.

The Effect of Promotion , Brand Image and Social Media on Customer Purchase Decision at Fritto Chicken Sumarsono

The promotion activity carried out during the year 2023 at Fritto Chicken Sumarsono Branch in Medan were found to be quite a lot, but the promotions conducted on social media platforms through Fritto chicken accounts show a limited reach to customers, resulting in a lack of awareness and participation in purchase decision. Does Promotion have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, does brand image have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, does social media have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, do promotion, brand image and social media have simultaneous effect on customer purchase decision at Fritto Chicken Sumarsono branch. This research uses quantitative research. The sample in this study was 97 respondents with the criteria: costumers who are above 18 years old, gender male and female, customers who have made purchases at least once at Fritto Chicken Sumarsono. The basic data for this study was collected through interviews with the supervisor and surveys administered to customers of the Fritto Chicken Sumarsono branch in Medan. The research and analysis conducted with validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, coefficient of determination test, the multiple linear regression. The research results show that Promotion has partial effect on the consumer purchase decision. Brand image has partial effect on the consumer purchase decision. Social media has partial effect on the consumer purchase decision. Promotion, brand image, and social media effect customer purchase decision simultaneously at Fritto Chicken Sumarsono branch.

BRAND TRUST AND SERVICE QUALITY TO INCREASE CONSUMER SATISFACTION OF CIREBON BATIK

Batik MSMEs are thriving despite challenges like changing fashion trends and global market shifts. Their unwavering focus on product quality sets them apart. Through continuous improvement of production methods and careful selection of raw materials, they produce exceptional batik that distinguishes itself in the market. This study aims to examine the effect of product brand trust and service quality on customer satisfaction. Conducted in Ciayumajakuning, the research involved 230 respondents from batik MSMEs. Using a sample size of 230, the study employed 23 indicators, with each observation representing 10 respondents. Quantitative methods were used, with incidental sampling as the technique. Data analysis was done using Structural Equation Modeling- Partial Least Square (SEM-PLS). The findings revealed a direct correlation between customer brand trust and purchase satisfaction, as well as service quality and customer satisfaction. The perceived customer value plays a crucial role in mediating the impact of brand trust and service quality on customer satisfaction.

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

Quantifying the short- and long-term effects of promotional incentives in a loyalty program: Evidence from birthday rewards in a large retail company

Nowadays, many retail companies implement their original loyalty programs to stimulate the willingness of their customers to make a purchase. In these programs, promotional incentives are often incorporated to further enhance customer loyalty; however, few previous studies have assessed the effectiveness of such incentives. Therefore, our study examined both short- and long-term effects of promotional incentives in a loyalty program on customer purchase behavior by analyzing a loyalty program using birthday rewards implemented by a major retail company in Japan. For the analysis, we used the Weibull proportional hazards model, generalized linear model, and Pareto/NBD & gamma-gamma framework after implementing propensity score matching. The estimation results indicated that promotional incentives in a loyalty program temporarily weaken the points pressure effect on the purchase frequency. In addition, promotional incentives in a loyalty program had no positive effect of increasing the customer lifetime value. Furthermore, our study revealed that the lifetime values of loyalty program members who do not exhibit their active purchasing behavior for a certain period of time after impulsive actions induced by promotional incentives are particularly low. These findings will help companies to decide how promotional incentives should be incorporated into their loyalty programs.

Utilizing Artificial Intelligence (AI) in Customer’s Purchase Intentions on Online Food Delivery Service

Generally, food delivery services like GrabFood act as couriers, transporting consumer needs from restaurants or stores directly to their doorsteps. The rise of Artificial Intelligence (AI) has further revolutionized this convenience, allowing people to order meals and other goods from the comfort of their homes. This research investigates how AI is utilized to influence customer purchase intentions on GrabFood. The study examines the impact of six independent variables: instant food delivery, estimated delivery time, customized food recommendations, interactivity, cashless payment methods, and consumer behavior. These variables are analyzed in relation to the dependent variable – the customer's intention to use GrabFood. To gather data, an online survey was conducted with 100 respondents. The collected data was then verified using SPSS software. The findings revealed that delivery speed is a key driver, with both instant delivery and estimated delivery time showing a significant positive correlation (β = 0.457) with purchase intention. However, other features like personalized recommendations (β = 0.174), cashless payment methods (β = 0.119), and user interaction (β = -0.188) did not significantly impact user decisions. These findings require further exploration to understand user preferences for these features

Effects of online customer reviews on sustainable clothing purchase intentions: The mediating role of perceived diagnosticity

AbstractOnline customer reviews play a vital role in evaluating product or service performance and serve as an important reference for other customers' purchase decisions. This study explores the influence of online customer reviews on sustainable clothing purchase intention through text mining and survey‐based methodologies. The results showed that online customer reviews focused on four dimensions: material ecology, clothing fashion, clothing functionality, and price reasonableness. Online customer reviews have a positive impact on consumers' sustainable purchase intentions, and perceived diagnosticity mediates the relationship between online customer reviews and purchase intentions. In addition, customers' prior sustainability knowledge moderates the relationship between material ecology, price reasonableness, and perceived diagnosticity. This study further enriches theoretical research on sustainable consumption within the context of online apparel retailing and helps sustainable apparel brands more accurately grasp the influencing variables of customers' sustainable consumption behaviours and formulate precise electronic word‐of‐mouth marketing strategies.

Artificial intelligent housekeeper based on consumer purchase decision: a case study of online E-commerce

PurposeThe rise of artificial intelligence (AI) and machine learning has largely promoted the emergence of “autonomous decision-making” (ADM). This paper aims to establish a personalized artificial intelligent housekeeper (AIH) that knows more about our hobbies, habits, personality traits, and shopping needs than ourselves and can replace us to do some habitual purchasing behavior.Design/methodology/approachWe propose an AI decision-making method based on machine learning algorithm, a novel framework for personalized customer preference and purchase. First, the method uses interactive big data to predict a potential consumer’s decision possibility. Then, the method mines the correlation between consumer decision possibility and various factors affecting consumer behavior. Finally, the machine learning algorithm is used to estimate the consumer’s purchase decision according to the comprehensive influencing factors data of the target consumer.FindingsThe experimental results show that the method can predict the regular consumption behavior of consumers in advance and make accurate decision-making behavior. It can find correlations from a large amount of data to help predict many simple purchase decisions in our life, and become our AIH.Originality/valueThis study introduces a new approach that not only has the auxiliary decision-making function but also has the decision-making function. These findings contribute to the research on automated decision-making process of AI and on human–technology interaction by investigating how data attributes consumer purchase decision to AI.

The Contribution of Advertising to Sales Volume: A Case Study of MTN Uganda, Kasese Branch

This research investigates the impact of advertising on the sales volume of MTN Uganda Ltd, with a specific emphasis on the Kasese Municipality branch. The objective of the study was to comprehend the effects of advertising on customer buying behavior and its consequent effect on sales. A total of 50 respondents were surveyed, consisting of 30 men (60%) and 20 females (40%). The age distribution spanned from 18 to over 48 years, with the majority (40%) falling between the 18-27 age group. According to the report, Coca-Cola was the product that people drank the most, accounting for 36% of consumption. Fanta came in second place with 16% consumption, followed by Stoney with 12%. Advertising had a substantial effect on consumer purchasing choices, as 62% of participants acknowledged its impact. A comprehensive consensus, with a 100% agreement, was established on the robust correlation between advertising and sales volume. The primary characteristics discovered in the effect of advertising are high visibility (52%), quality impression (20%), attention-drawing strength (16%), and perceived size (12%). Furthermore, the research emphasized that cost, size, and design are crucial factors to be taken into account when developing advertising campaigns. Additional elements that influenced the sales volume were flavor, which accounted for 20% of the effect, advertising, which accounted for 24% of the impact, and availability, which accounted for 10% of the impact. The study revealed two main limitations: the high cost of advertising, accounting for 40% of the identified issues, and the use of recycled bottles, which constituted 20% of the limitations. To address these challenges, two potential solutions were proposed: the use of promotional tools, which accounted for 30% of the offered remedies, and the avoidance of recycled bottles, which also constituted 30% of the proposed solutions. The report asserts that advertising has a crucial function in augmenting the sales volume for MTN Uganda Ltd. The results emphasize the significance of efficient advertising tactics in influencing customer buying behavior and enhancing sales. Keywords: Advertising; Sales Volume; Consumer Behavior; MTN Uganda; Kasese Municipality

Dual Value of Delayed Incentives: An Empirical Investigation of Gift Card Promotions

Problem definition: Gift card promotions offer a tiered incentive (a gift card) to customers for purchasing regularly-priced products, with higher expenditure receiving a larger incentive. We empirically investigate the impact of gift card promotions on customer purchase behavior by collaborating with a major U.S.-based department store that targets gift card promotion emails on its online channel. Methodology/results: We use a collection of discontinuities in the retailer’s targeting policies and corresponding fuzzy regression discontinuity designs to estimate localized causal effects of the gift card promotion. We find that gift card promotion provided to customers whose most recent purchase was 4 and 13 months ago, respectively, increased their purchase probability by 11.24% and 26.64%, and their average expenditure by 9.53% and 1.9%, respectively. Overall, the gift card promotion generated, on average, $100K in incremental sales per promotion from these customers alone. Furthermore, the promotion induced customers to seek out products from niche categories and increased spending on high-end brands. Gift card promotion emails also had a dominant advertisement effect, that is, customers who received the gift card promotion email increased expenditure even if they did not participate in the promotion. Managerial implications: (i) Gift card promotions are a viable strategy to boost short-term sales and to alter the distribution of the types (brand, category) of purchased products. (ii) Retailers should optimize gift card promotion tiers based on the tradeoff between increased customer expenditure and promotion expenses and consider the advertisement effect when targeting the promotion emails. (iii) Contrary to popular belief, retailers benefit from customers’ redeeming gift cards because they spend more due to the gift card, validating the dual value of the delayed incentive. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0218 .

The Impact of Visual Content Marketing on Customer Purchasing Behavior: Evidence from Pakistan’s Fashion Industry.

The Impact of Visual Content Marketing on Customer Purchasing Behavior: Evidence from Pakistan’s Fashion Industry.

Pengaruh Kualitas Produk, Kualitas Pelayanan dan Suasana Terhadap Keputusan Pembelian

The objective of this study is to examine the impact of product quality, service quality, and restaurant ambiance on consumer purchasing behavior in the restaurant industry. The research population consists of consumers of the restaurant. The sample size consisted of 167 individuals who were selected using accidental sampling, which involved selecting individuals who were willing to respond to the author's questionnaire. Data was gathered during January and February of 2024. The data analysis technique employed was the Structure Equation Model, using the SmartPLS software. The research findings indicate that the three distinct research variables, namely product quality, service quality, and atmosphere, significantly impact customer purchase decisions in restaurants. This demonstrates the restaurant's success in enticing consumers to visit and ensuring their satisfaction once dining.

Global Dynamics through MSME Purchases Influenced by Price, Quality, and Digital Factors

This study investigates the impact of digital marketing, service quality, and price on purchasing decisions at MSMEs Rabit Buket Sidoarjo, East Java. Using a quantitative approach, data were collected from 96 respondents through questionnaires and analyzed with SPSS software. Results show that digital marketing, service quality, and price positively and significantly influence purchasing decisions. These findings suggest that MSMEs should enhance their digital marketing, maintain high service quality, and offer competitive pricing to boost customer purchases. Future research should consider additional variables for a more comprehensive analysis. Highlight: Digital marketing enhances purchasing. High service quality influences buyers. Competitive pricing drives purchase decisions. Keyword: Digital marketing, service quality, price, purchasing decisions, MSMEs

Pricing, channel design, and platform operations with buy-online-and-pick-up-in-store in online food delivery market

Omnichannel selling has gradually become popular in recent years, and the booming online food delivery (OFD) industry is no exception. Buy online and pick up in-store (BOPS) is regarded as the most important omnichannel fulfilment strategy. In this paper, we establish a stylised model to analyse the effects of BOPS on customer purchases and merchant profitability in the OFD market. We also examine merchants’ pricing and channel design strategies and the operational management of OFD platforms. We consider two merchant segments: online-only merchants who sell products only online and omni-merchants who sell products both online and offline. Interestingly, we find that BOPS helps online-only merchants expand market coverage, but does not necessarily increase omni-merchants’ sales depending on the delivery time and delivery service fee. Furthermore, online-only merchants should always implement BOPS, while omni-merchants should be more cautious about implementing BOPS because it may hurt their profits. In addition, the OFD platform charges a higher delivery service fee under certain conditions to react to merchants’ strategic adoption of BOPS. Finally, the adoption of BOPS may benefit merchants, customers, and platforms simultaneously. Therefore, BOPS may alleviate the contradictions among players in the OFD market.

Pengaruh Daya Tarik Iklan, Citra Merek, dan Persepsi Harga Terhadap Minat Beli Layanan Netflix Covid-19

The Covid-19 pandemic, which began in 2020, has altered societal behavior patterns, including an increased reliance on online streaming services such as Netflix. This article analyzes the pandemic's impact on Netflix's services and the factors influencing post-pandemic user purchase intent. Through data and news quotations, this article highlights the significant growth of new Netflix users during the pandemic and the company's response to increased demand. Additionally, previous research on advertising appeal, brand image, and price perception is examined to understand how these factors affect user purchase intent. The research findings indicate that purchase decisions significantly influence user purchase intent for Netflix services. This finding is consistent with previous studies emphasizing the crucial role of advertising appeal in influencing purchase intent. Furthermore, a positive brand image has been proven to increase user purchase intent. However, in the context of price perception, no significant impact on purchase intent was found, underscoring that price does not significantly affect online customer purchase intent. In conclusion, to enhance user purchase intent and decision-making, it is important to consider advertising appeal and brand image aspects in Netflix's marketing strategy.

Some Aspects in Trade Recеivables Assessment

Abstract One of the most important aspects of operational financial management is related to the management of the working capital of enterprises. A significant portion of this capital is invested in trade receivables, which are obtained from deferred sales. On the one hand, nowadays trade credit has a stimulating effect on customer purchases, but on the other hand, incorrect assessment of the creditworthiness of customers and the risk of non-payment (default risk) can negatively affect the financial condition of the enterprise and lead to chain bankruptcies. In the specialized literature on company finance management, the problems of working capital management and risk management of trade receivables are considered in detail. However, the question of the complex assessment of the creditworthiness of customers and the decision on the optimal credit limit remains to some extent insufficiently developed. Summarizing the following key components considered in the literature – 1) overall economic situation, ownership, management and strategy of the company; 2) its revenue and profitability; 3) liquidity and financial leverage; 4) cash flow and turnover, this article focuses on developing and demonstrating the application of an approach to assess the financial condition of customers, to make an adequate decision on credit limit and to avoid the risk of non-payment of commercial loans. The article also presents the results of a descriptive statistical analysis regarding some key financial indicators of Bulgarian enterprises, the credit limits requested by them and the results of applying the presented model.

Exploratory Factor Analysis on Acceptance of Artificial Intelligence as Online Healthcare Product Sales Advisor Among Consumers of Guardian Pharmaceutical Outlets in Malaysia

Switching from human to artificial intelligence (AI) as online health sales advisors significantly impact sales. AI has been shown to influence customer purchases and adapt quickly to changes in online retail. While AI enhances efficiency and personalisation in sales, it also introduces ethical dilemmas, such as job loss and bias, alongside consumer scepticism about its accuracy and trustworthiness. Integrating AI into pharmacy practices demands a deep understanding of its effects on pharmacists’ roles, signaling a significant shift in healthcare delivery. This study aims to explore and confirm the seven Unified Theory of Acceptance and Use of Technology 1 (UTAUT1) construct as a robust framework that can be utilized in the consumer acceptance of AI technologies in healthcare retail settings. The participants in the study were patrons of the Guardian Pharmacy in the Klang Valley region. The research team modified 46 questions from an earlier study, employing a dual translation method that involved translating the questionnaire from English to Malay and then back to English to better align with the demographics of the study group. The experts assessed and authenticated these revised statements to ensure their relevance and accuracy, focusing on content and appearance authenticity. The study analyzed and confirmed 103 responses using the exploratory factor analysis (EFA) technique. The EFA results indicated that each construct’s items were grouped into one component with factor loading higher than 0.6, with the total variance explained ranging from 69% to 90% and overall internal reliability of 0.944. This study enriches existing knowledge by validating the UTAUT1 framework as a robust framework in assessing consumer acceptance towards AI integration in healthcare sales, marking a significant shift in healthcare delivery and underscoring the need for a nuanced understanding of AI’s implications on pharmacists’ roles amidst ethical and consumer.

Market Basket Analysis

Abstract: Market Basket analysis is a technique applied by retailers to understand customer’s shopping behaviour from their stores. The result of the effective analysis may improve supplier’s profitability, quality of service and customer satisfaction. The purpose of this project is to make use of anonymized data on customers’ transactional orders to focus on descriptive analysis on the customer purchase patterns, items which are bought together and units that are highly purchased from the store to facilitate reordering and maintaining adequate product stock. Market Basket Analysis is an important aspect of a retail organization's analytical framework for deciding where products should be placed and developing sales promotions for various segments of consumers to increase customer loyalty and, as a result, benefit. Market Basket Analysis is a data mining technique that can be used in various fields, such as marketing and etc. The frequent itemsets are mined from the database using the Apriori algorithm and then the association rules are generated. The project will assist supermarket managers in determining the relationship between the items that their customers purchase.