Differences In Purchase Intention Research Articles

The influence of pre-existing negative affect on store purchase intentions

This study investigates the effects of two negative emotions, boredom and distress, on purchase intentions. The two emotions basically differ on their levels of arousal (low versus high). Based on notions of adaptively coping with negative emotions, it is proposed that willingness to purchase is a manifestation of a goal-directed attempt to improve one’s emotional state. The results of an experiment suggested that “when bored subjects were offered the prospect of shopping in a favorable environment” they expressed higher purchase intentions; however, when offered the prospect of shopping in an uncomfortable environment, they expressed lower purchase intentions. Higher distress led to higher purchase intentions. The differences in purchase intentions between boredom and distress were interpreted by the restriction in attentional capacity induced by heightened arousal. The results also showed that (a) personal relevance accentuated boredom’s influence, and (b) considering the prospect of a favorable store experience reduced levels of positive affect. Implications of the theory and findings for understanding the influence of negative affect on store patronage are discussed.

Purchase Intention of College Students in China to H Mobile Phone during the Sino-US Trade War

The purpose of this study is to investigate will college students in China still purchase H mobile phones during Sino-US trade war, most importantly is to understand what factors affect purchase intention of H mobile phone to college students in China during this special period and is there any significant difference in purchase intention among different demographic characteristics. The researcher used convenience sampling and snowball sampling to collect 386 valid data by distributing the questionnaire online in five provinces in China from 425 respondents. Cronbach’s alpha was measured to test the reliability of the data. Besides, Pearson correlation, multiple linear regression and ANOVA are used to test hypotheses. The findings revealed that more than half of college students in China will still purchase H phones and there is a significant difference in purchase intention among different genders, age groups, provinces, money respondents are willing to pay for a phone and different number of phones respondents are using at present. Most importantly, four of six independent variables have significant influence on purchase intention of H phones which are product features, social influence, and ethnocentrism and brand image. The findings of this study are limited by number of respondents and non-probability sampling method. Anyway, this study can predict to a great extent whether H mobile phone will survive this difficult time and give an answer to the world.