Differences In Purchase Intention Research Articles

Purchase Intention of Halal Toiletries: The Role of Mediating and Moderating Effects

Research aims: This study analyzes consumers’ purchase intentions regarding halal toiletries by examining the independent variables of halal awareness, attitude, subjective norms and behavioral control. Design/Methodology/Approach: Data were collected from 260 consumers throughout questionnaires. The respondents had all purchased and used halal toiletries at least once. Hypothesis testing of the independent variable on the dependent variable was conducted using Partial Least Square (PLS) analysis, with the Smart PLS 3.0 software.Research findings: The findings indicate that halal awareness significantly influences the purchase intention of halal toiletries and has a strong impact on customer attitudes. The results also show that subjective norms influence the purchase intention of halal toiletries. Additionally, behavioral control contributes to shaping the purchase intentions. Theoretical Contribution/Originality: The study demonstrates that well-developed halal awareness significantly influences the intention to purchase halal toiletries and is a key factor in shaping consumer attitudes. The findings also highlight the role of subjective norms in forming purchase intentions, while behavioral control plays a crucial role in supporting these intentions. Practitioners/Policy Implications: The results of this study are expected to support the development of a sustainable halal industry, especially within the toiletry sector. Research Limitations/Implications: This study is limited by the indicators tested and offers opportunities for future research to explore additional variables. Future studies could incorporate a gender perspective to provide insights into differences in purchase intentions between men and women.

Replacing solid fat in croissant dough using xanthan gum-based oleogels. Impact on rheological properties and final product quality

Healthier croissants prepared with xanthan gum-based oleogels have been evaluated by mechanical and sensory properties. Blends containing oleogel and conventional fat (shortening, SH) (50/50) were used as fat source in the croissant doughs. The shortening/oleogel (SH/OG) blends and doughs were rheologically characterized by Small and Large Amplitude Oscillatory Shear (SAOS-LAOS) tests, whereas both doughs and baked croissants were characterized by penetration and Texture Profile Analysis (TPA) tests. Acceptability and purchase intention tests of the selected croissants was also carried out, as well as discriminatory tests to confirm whether there were differences between the samples. Different oleogels were tried, combining four food structuring agents (whey protein (WP), polysorbate Tween (TW), soy lecithin (SL) and locust bean gum (LBG)) with xanthan gum (XG) in order to structure sunflower oil.Viscoelastic moduli presented differences depending on the structuring agent used in the oleogels. SH control was firmer than all blends. However, this pattern was not reproduced in the croissant doughs. The control dough, formulated only with the shortening had an intermediated behaviour in oscillatory shear. Indeed, in texture it presented the lowest values, with a hardness similar to that of the lecithin blend. However, doughs formulated with LBG or WP blends showed the highest values for both hardness and viscoelasticity. Baked croissants formulated with SL blend presented a crumb appearance and an airy structure similar to the control. Croissants formulated with the other blends were more compact and had higher hardness values. Therefore, formulation containing SL blend was selected for further analysis. Control and SL-based doughs followed the same pattern when large deformations were applied: shear stiffening and shear thinning behaviour. Regarding sensory analysis in final croissants, no differences in appearance, texture, flavour and overall liking were obtained. There was also no difference in purchase intention, so that the formulation with SL oleogels was optimal for the healthier croissants proposed.

Examining the effects of brand and licensed characters on parents' perceptions of Children's breakfast cereals

Brand and licensed characters frequently appear on children's breakfast cereal boxes and are known to affect children's product perceptions, selection, and consumption. However, less is known about their impact on parents' perceptions of foods they purchase for their child. The present study assessed the impact of brand and licensed characters featured on three children's breakfast cereal packages on parents' intentions and perceptions in an online experiment. Parents of children aged 2–12 years (n = 1013) were randomized into one of two conditions: breakfast cereals containing brand and licensed characters or breakfast cereals without any characters. Within each condition, participants viewed three breakfast cereal brands in random order per their assigned condition and reported their purchase intentions, healthfulness perceptions, and perceptions of appeal to children using 5-point Likert scales. No significant differences in purchase intentions (p = 0.91), perceived healthfulness (p = 0.52) or perceived child appeal (p = 0.59) were observed between the experimental and control groups. However, exploratory moderation analyses revealed that educational attainment moderated the impact of experimental condition on purchase intentions (p for interaction = 0.002) such that participants with a bachelor's degree in the character condition reported 0.36 points lower purchase intentions compared to the control with no difference between conditions for those with an associate's degree/trade school or high school degree or less. This study did not find an impact of brand and licensed characters on children's breakfast cereals, suggesting that their primary appeal is directly to children. Parents with higher educational attainment may be skeptical of characters on cereal brands. Additional research on the impact of brand and licensed characters on other products, in real-world settings, is needed.

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.