Differences In Purchase Intention Research Articles

The Impact of Seller Trust in a C2C Platform on Golf Club Purchase Intention and the Interaction Effect of Regulatory Focus.

(1) Background: This study aimed to investigate the influence of seller trust on the purchase intention of consumers of used golf clubs in the context of increasing C2C transactions and further explore the interaction effect of regulatory focus. (2) Methods: Data were collected from 200 participants who had experience purchasing golf clubs through the Carrot Market platform, employing a 2 × 2 experimental design. An independent samples t-test was utilized to examine the effect of seller trust on purchase intention, followed by a two-way analysis of variance to assess the interaction effect of regulatory focus. (3) Results: The results revealed a significant difference in purchase intention based on seller trust, with higher purchase intentions observed when seller trust was high compared to when it was low. Additionally, the interaction effect of regulatory focus was found to be significant in the impact of seller trust on golf club purchase intention. Specifically, when seller trust was high, no significant differences were observed among control focus groups. However, when seller trust was low, promotion-focused consumers exhibited higher purchase intentions than prevention-focused consumers. (4) Conclusions: These findings underscore the importance of seller trust in the context of an expanding market for online second-hand trading platforms.

THE ECLIPSING PHENOMENON IN CELEBRITY ENDORSEMENT, EMOTIONAL RESPONSE, PURCHASE INTENTION BASED ON THE STIMULUS-ORGANISM-RESPONSE THEORY

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.

To buy or not to buy? Green packaging, gender differences and the intention to purchase

Purpose This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.Design/methodology/approach A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.Findings The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.Originality/value The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

Effects of TikTok Influencers on the Purchase Intention of Gen-Z: Cosmetic Industry

This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's buying intentions for cosmetics. The research objective is to investigate the relationships among influencers' credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention. The literature study emphasizes the significance of customer trust and influencer characteristics in influencing consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics will be computed to summarize the data. Multiple regression analysis will examine the relationship between influencers' characteristics and customer trust toward their purchase intention. According to the findings, all influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for Generation Z consumers.

Consumer Perceptions and Purchase Intentions towards Organic Foods: Evidence from Eastern Mediterranean Region of Türkiye

This study aimed to investigate consumer perceptions towards organic foods and explore the relationship between purchase intentions and socio-demographic characteristics. Between February and July 2021, we conducted an online survey in the Eastern Mediterranean Region of Türkiye, specifically in the provinces of Adana, Osmaniye, Kahramanmaraş, and Hatay. The survey included 384 randomly selected respondents within the age range of 18 to 71. Factor analysis revealed five significant factors: "Environmental Awareness," "Attitude," "Trust," "Purchase Barrier," and "Purchase Intention." Notably, t-test result showed a significant difference in purchase intention, with female consumers exhibiting a more positive preference. We identified organic tomato-pepper pastes and olive oil as the most consumed organic foods. Moreover, the statement "Organic foods are produced with environmentally friendly methods" received the highest average value under " Environmental Awareness." In conclusion, this research fills a gap in the literature by providing insights into consumer perception and purchase intention toward organic foods in Türkiye. The observed gender-based differences emphasize the need for targeted marketing strategies. The popularity of specific organic products indicates market expansion opportunities. Understanding consumer preferences and market dynamics is crucial for stakeholders in the organic food industry to tailor their approaches effectively. Further research and market analysis are essential to adapt strategies and meet evolving consumer demands in the dynamic organic food market.

A Study on Demographics Characteristics on Purchase Intention of Smartphone

Purpose: The primary goal of the study is to find out significant differences in the purchase of smartphones by gender, between age groups, and between income and education levels. This study also examines how demographics affect Nepalese users’ intentions to purchase smartphones, including gender, age groups, educational attainment, and income levels. Design/Methodology/Approach: Deductive research approach has been used in the study. The study used a descriptive research design. This study made use of primary data. 396 Smartphone users in Kathmandu were polled using a convenient sample technique through a Five-point Likert scale questionnaire. To make a diagnosis and come to reliable results, descriptive statistical analysis, independent sample t-tests, and one-way ANOVA have been used. To examine the association between these characteristics and purchase intention, gender, age groups, educational attainment, and income levels are considered independent variables. Findings: Therefore, it can be said that demographic parameters influence consumers’ purchase intention for Smartphones. Independent sample t-test and one-way ANOVA test results reveal that there is no significant difference in purchase intention for Smartphone buying between gender, age groups, levels of education, and levels of income. Originality/Value: Prior research studied the various factors influencing purchase intention, such as advertisement, country of origin, brand image, price, quality, reference groups, price, income, and personal characteristics. To the best of the authors’ knowledge, their research is the first to study the impact of age, gender, level of education, and income on the purchase intention of smartphones buying. Limitations/Implications: There are various factors influencing the purchase intention; among them, only demographic factors such as age, gender, level of education, and level of income are undertaken for the study. Only Smartphone products are taken in the study, and other products are excluded from the study. The study findings will be useful to Smartphone businesses to formulate marketing strategies and plans to increase consumers’ purchase intention and sales of the products.

메타버스 플랫폼 기반 지각된 럭셔리 패션 브랜드 경험에 대한 연구:제페토를 중심으로

In the metaverse, users can enjoy benefits such as feeling satisfaction through their avatars, interacting with various people worldwide, and creating revenue through differentiated content creation. The metaverse also can induce adequate brand cognition through differentiated and unique brand experiences. Compared to its growth potential and social importance, studies on brand experience in the metaverse have been limited. Therefore, this study examines the perceived brand experience, brand equity, brand attitude, and behavioral intention in the metaverse platform. For this research, in-depth interviews were conducted on users of ZEPETO, a metaverse platform in South Korea. Results showed that traditional luxury brands focused on aesthetic aspects of store composition, while new luxury brands focused on more realistic store composition. Also, as customer participation increased, positive brand attitude increased while re-visit intention and word-of-mouth recommendations decreased. According to content creation involvement, there was no difference in purchase intention, which means that regardless of people

The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning

PurposeThis study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.Design/methodology/approachThe proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.FindingsThe results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.Originality/valueThis research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

What will lead Asian consumers into circular consumption? An empirical study of purchasing refurbished smartphones in Japan and Indonesia

Although smartphones are small mini-computers, their impact on the environment is no longer small. In terms of e-waste, the challenges faced by many nations in Asia, where limited recovery and recycling practices exist, include sustainable choice and consumption habits. This study investigated the factors that affect Asian consumers' behavioral intention in purchasing unbranded third-party and original equipment manufacturer (OEM)-branded refurbished smartphones, respectively. Through online surveys and analysis of a representative sample of 1200 mobile phone users in Japan and Indonesia, the findings showed that in both countries, perceived risk, consumer innovativeness, and (to some extent) price are all vital factors affecting the participation of consumers in circular consumption. The study also examined mobile phone/smartphone markets and the related legislation in Japan and Indonesia to develop field-driven hypotheses and identify the salient characteristics of the circular economy (CE) for refurbishment in both countries. In Japan, the difference in purchase intention (PI) between unbranded third-party refurbished and OEM-branded smartphones is much smaller than in Indonesia. The demand for refurbished smartphones supplied by an OEM in Indonesia is relatively higher than in Japan. The findings from this cross-cultural study can yield rich insights for CE business practitioners who seek to grasp overall patterns across the two countries and identify the salient features of each country, improving their regional marketing initiatives.

커피전문점의 소비가치가 정보공유의도와 프로모션 행사상품 구매의도에 미치는 영향: 소비가치 군집유형에 따른 프로모션 행사상품 구매의도를 중심으로

Due to the indiscriminate marketing of coffee shops, consumers have been subjected to impulse purchases that are different from their own consumption value due to excessive information or sharing false event information.,This study was conducted from the viewpoint that the consumer value of coffee shop will affect the intention to share information of promotional events and thus affect the intention to purchase. As a result, the consumption value of coffee shops had a significant effect on the information sharing intention of promotional events and had a significant effect on the purchase intention. Also, it was confirmed that there is a difference in purchase intention according to the type of consumption value cluster.<BR> Based on the results, practical implications on what part should be emphasized when promoting at coffee shops are presented.

The Influence of Brand Image and Celebrity Endorsement in Purchase Intention of Adolescent Girls Using Instagram

Companies can use marketing strategies to attract consumers' purchase intentions. The strategies carried out by the company include through, products, brands or using celebrity endorsements. This study uses a 2 x 2 factorial design, which consists of two independent variables, namely the image of well-known and unknown brands and famous and unknown celebrity endorsements and one dependent variable, namely purchase intention. The research object was 100 female students randomly divided into 4 groups with the same number of samples in each group. Data were analyzed by Two Way ANOVA method. The results showed that there were differences in purchase intentions based on the image of well-known and unknown brands on Instagram social media users. Adolescent girls have a higher purchase intention on a well-known brand image than an unknown brand image, as well as a higher purchase intention when using a well-known celebrity endorsement compared to an unknown celebrity endorsement. There is no interaction of brand image with celebrity endorsement, in determining the purchase intention of adolescent girls using Instagram social media.

Embarrassing Product, Image Type, and Personal Pronoun: The Mediating Effect of Body Imagery.

Consumers often feel embarrassed when buying products like condoms, hemorrhoid cream, and beriberi cream in crowded pharmacies. There is an interesting phenomenon in life: Some beriberi creams use the images of a “real foot”, while others use the images of a “cartoon foot.” Imagine if a young woman needed to go to a retail store for beriberi cream that would embarrass her, she would choose a “real foot image” or a “cartoon foot image” beriberi cream? It has been shown that the embarrassment of these products has a strong negative impact on consumer buying behavior. Previous researches have explored how changing packaging elements of embarrassing products (e.g., color/design/image placement) can effectively reduce consumer embarrassment. However, few have examined the impact of different image types of embarrassing product packaging (artificial vs. natural) with embarrassment. Therefore, this research explores the effect of image types (artificial vs. natural) on consumers’ willingness to purchase embarrassing products and reveals the mechanisms of the underlying effects. The results show that natural images can lead to lower purchase intention of embarrassing products when the advertisement uses first-person pronouns due to the mediating role played by negative body imagery. However, there is no significant difference in purchase intention between different image types in the third-person pronouns. Finally, this paper discusses its contributions and limitations.

Cause-Related Marketing Advertising Formats on Nonprofit Websites

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements. This study compares two digital cause-related marketing advertising formats—advertisements with an explicit donation amount and an online cause-sponsorship advertising format—in terms of their impact on consumers’ purchase intention as well as gender differences. Survey results of 538 U.K. Consumers indicate that the overall purchase intention toward explicit donation amount advertising formats is stronger than toward the online cause-sponsorship format, regardless of whether the perceived donation amounts are low or high. Contrary to expectation, gender differences in purchase intention did not show significance across all advertising formats.

A Study on the Differences in Purchase Intention according to the Sidedness of Delivery App Reviews in Coffee Shops

본 연구는 커피전문점에 대한 배달 앱 사용후기의 측면성에 따른 구매의도의 차이를 살펴보고 조절초점 성향의 상호작용효과를 검증하여 개인적 특성에 따른 구매의도 차이도 살펴보고자 하였다. 커피전문점 배달 앱 사용후기를 총 3가지 실험물(긍정, 부정, 양면)로 구성하여 실험연구를 진행하였다. 최종적으로 사용된 표본의 수는 340명이며, 가설검증을 위해 일원분산분석(One-way ANOVA)과 일변량 공분산분석(ANCOVA)을 실시하였다. 연구 결과 첫째, 사용후기의 측면성에 따라 구매의도는 유의한 차이가 나타났다. 긍정적 사용후기와 양면적(긍정, 부정) 사용후기의 경우 높은 구매의도를 나타냈으며, 부정적 사용후기의 경우 낮은 구매의도를 나타냈다. 둘째, 조절초점 성향은 양면적 사용후기의 경우에만 유의한 차이를 나타냈으며, 양면적 사용후기를 접했을 때 향상초점 성향의 경우 예방초점 성향보다 높은 구매의도를 보였다. 본 연구는 코로나19로 인해 위기에 봉착한 외식 산업의 어려움 속에서 변화된 소비 형태에 대응하여 기존에 다뤄지지 않았던 커피전문점 배달 앱 사용후기의 측면성에 대하여 연구한 점에서 학문적 영역을 확정하였다. 또한, 본 연구를 통해 배달 앱을 이용한 마케팅 방안을 제시해 줄 수 있을 것이다.

Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services

With increased online activities associated with the purchase of restaurant services, online reviews have become important among potential customers due to the advantages in communicating past consumers’ candid experiences and feelings. The purpose of this study is to examine the relationship between online reviews and purchase intention, while simultaneously investigating the effects of trust and food image. A 2(rating: high vs. low) x 2(price: high vs. low) x 2(picture: with vs. without) factorial experimental design was used to attain this objective. Results show that there are significant differences in purchase intentions depending on the level of ratings and price. Trust was influenced by picture, where reviews containing a picture are found to be more effective. In particular, online reviews with high ratings and pictures culminated in the highest trust perceptions. Accordingly, this study confirmed the moderated mediating effects of trust on purchase intention.

Price Discount Framing: How it Can Increase the Purchase Intention?

The high level of competition makes companies compete to retain and win the market competition, one of the strategies are granting price discounts. This was an experimental study that aims to analyze the differences between males and females' intention for online purchase by given the price discount framing conditions, namely percentage saving and absolute saving. The participants in this study were 80 participants. This study was an experimental study since it involved the symptoms had to be investigated. The design of the study was a 2X2 factorial design. A case questionnaire was used for the data collection. The data were analyzed by using 2-ways ANOVA statistical analysis. The study reveals that (1) there is a difference in online purchase intention between those given the percentage saving condition and those given the absolute saving condition, (2) there is a difference in purchase intention between males and females. The consumers have different assumptions about the two types of discount framing even though they both have the same meaning. This should be a concern for retailers in providing sales promotions, especially for discounts because based on the results of this study it is found that discount framing with absolute savings had a slightly stronger effect on purchase intention than percentage saving.

An empirical study of purchase behaviour on social platforms

Purpose Social media users’ purchasing behaviour is yet to be fully understood by research. The purpose of this paper is to investigate how purchase intention is affected by social media user traits, cognitive factors (such as perceived control and trust) and individual beliefs, such as risk propensity and trustworthiness. Design/methodology/approach The authors propose and empirically test a model of purchase intention on social platforms. The study of over 500 active social media users finds the links between risk propensity, trust, technical efficacy and perceived control and explores the moderating effect of age and gender. Findings Purchase intention on social platforms is influenced by demographic factors, cognitive factors and beliefs. Both age and gender moderate the effects of beliefs and cognitive factors: age is a determinant of purchase intention for men, while beliefs are significant for younger women and cognitive factors are significant for older women. Research limitations/implications This study involved a cross-sectional design via online survey of social networking users. Gender differences in purchase intentions are found which are, in turn, influenced by age. Further empirical testing of social purchase intention could include less experienced users or non-users. Practical implications The results of this study provide guidance for SNS providers and technology developers in social networking commerce in terms of the different drivers of purchase intention. Originality/value Social media users’ purchasing behaviour is yet to be fully understood. The study shows that purchase intention antecedents vary between genders and age groups of users. The identified connection between users’ perceptions of social networking sites (SNS) usage of personal information and purchase behaviour has an impact on the likelihood of user engagement in social transactions.

호텔 소비자의 지각된 위험과 위험감소전략에 관한 연구

The purpose of this study is to find out the effect of perceived risk on risk reduction strategy in the hotel business. Especially, this study focuses on risk reduction strategy vary depending on the type of perceived risk. And this study examines whether there is a difference in purchase intention by the interaction effects of perceived risk and risk reduction strategy. This researcher set up hypothesis referring to theoretical backgrounds and conducted a questionnaire for customers who have looked for hotel information. The findings are as follows. The first, perceived risk generally has a positive effect on the risk reduction strategy. The second, depending on the type of perceived risk, consumers choose other risk reduction strategy. Financial and physical risks have a positive effect on risk reduction strategies, such as seeking information directly and seeking purchasing experience. The time loss risk has a positive effect on the risk reduction strategy of pursuing low prices. And psychosocial risk has a positive effect on the risk reduction strategies, such as seeking higher prices or lower prices. The third, the main effects of risk reduction strategy on purchase intention are all significant. Also the main effects of perceived risk on purchase intention are significant except financial risk. And the interaction effects of perceived risk and risk reduction strategy on purchase intention are statistically significant except the interaction of physical risk and risk reduction strategy. These results suggest that it is useful to analyze the consumer's perceived risk and risk reduction strategy. And hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.

Comparison of the Influence of Self-Driving Technology Brand Name on Purchase Intention Between Japan and the US

Brand name accounts for 34% of consumers’ attitude toward products. Research on brand names has focused on corporate and product brands, but in recent years, attention has also been paid to technology brand names. Since technology brands cross over into product brands, if successful, the possibility exists that they can contribute to establishing corporate brand image more than product brands. However, the degree of influence of technology brand name on purchase intention has not been sufficiently evaluated. As a result, there are still many technology brand names that are difficult for customers to recognize and do not stimulate purchase intention because the technology brand name is regarded as unimportant. Therefore, this study evaluated differences in purchase intention due to technology brand name for self-driving technology in the automobile industry between Japan and the US. An online survey was administered to 2,000 people concerning their purchase intention of target vehicles: minivans (Japan) and sedans (US). The participants reviewed product sheets in which only the technology brand name had been changed. The results indicate that brand names that convey safety in Japan showed a high level of influence, with an odds ratio of about 1.5. These brand names used combinations of existing English words, which may have caused their influence to be greater in Japan than the US. This study can be used to inform brand strategy by clarifying the importance of technology brand name on consumer behavior.

The influence of virtual reality in e-commerce

The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our findings suggest differences in purchase intention depending on VR format and device used. No differences are shown in sense of presence and affect by VR format and device. Our tested model suggests a dual route of influence of VR on consumers' purchase intention in virtual stores: one through emotions and sense of presence and the other through the affect evoked by the virtual environment and brand recall. Lastly, some managerial implications and methodological issues are considered.