Digital Consumer Research Articles

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

A Mediating Effect of Customer Experience on the Relationship between Metaverse Usage and Purchase Intention: A Conceptual Development

This study examines the mediating effect of customer experience on the relationship between metaverse usage and purchase intention, providing a conceptual framework to understand consumer behavior within virtual environments. As the metaverse rapidly evolves into a significant platform for interaction and commerce, understanding how user engagement translates into purchasing decisions is crucial for businesses and marketers. The framework posits that metaverse usage encompasses the frequency and depth of interactions users have with virtual spaces, which significantly influences their overall customer experience. A positive customer experience is characterized by factors such as satisfaction, emotional connection, and engagement, all of which are critical in shaping consumers' purchase intentions. When users perceive their interactions in the metaverse as enjoyable and meaningful, they are more likely to develop a favorable attitude towards the brands and products featured in these environments. The study integrates insights from established models, including the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model, to highlight how various elements of the metaverse such as perceived usefulness, perceived ease of use, and perceived enjoyment which is affect customer experience. By establishing customer experience as a mediator, this research illustrates how metaverse usage not only influences direct purchasing behavior but also shapes the emotional and cognitive processes that underpin decision-making. Ultimately, this conceptual development aims to provide actionable insights for businesses looking to optimize their strategies in the metaverse. By understanding the pathways through which customer experience mediates the relationship between metaverse engagement and purchase intention, companies can create more compelling virtual experiences that foster customer loyalty and drive sales. This research contributes to the growing body of literature on digital consumer behavior, emphasizing the importance of customer experience in shaping purchasing decisions in virtual environments.

India's digital dividend: A strategic opportunity and challenge

India has been on a digital growth trajectory for a few years, prompted by its goal of becoming a trillion-dollar digital economy by 2025. The Indian digital revolution has resulted in a new wave of digital consumption and dividends. This manuscript examines the transformative journey of India's digital revolution, highlighting the strategic opportunities and challenges it encompasses. The Digital India initiative, a cornerstone government policy, has been instrumental in this transformative process, aiming to digitize various aspects of life and governance. Despite a significant increase in internet users and the successful launch of numerous digital projects, a substantial digital divide remains, characterized by disparities in mobile phone ownership, internet access, and digital literacy across different genders, geographical locations, and income groups. Using a qualitative research methodology, this study investigates the economic impact of digitalization on the Indian economy and identifies factors contributing to the digital divide. An extensive literature review and qualitative content analysis identified five primary themes: the digital profile of India, digitization and economic growth, digitalization and economic variables, digitalization across sectors, and the digital divide. These themes elucidate India's progress in digital literacy and financial inclusion, the economic advantages of digitalization, and the obstacles to achieving digital inclusivity. The manuscript proposes a developmental framework with recommendations for policymakers, business leaders, and other stakeholders to mitigate the digital divide and maximize the benefits of digital dividends. It underscores the necessity of a comprehensive digital strategy, the enhancement of digital infrastructure, the development of digital human resources, the promotion of digital literacy, and the fostering of digital entrepreneurial capacity.

Digital Drone Education in Sarawak: Enhancing STEM Learning through Hands-on Training for School Students

In Sarawak, concerns about low STEM enrolment, digital inclusivity gaps for rural children, and the transition from digital consumption to digital creation led to the introduction of the Drone Education Program. Participants began with foundational drone operation training, advancing to capturing images and videos. Subsequently, they were acquainted with elementary photo and video editing techniques, enabling them to enhance their drone-generated content. The aim of this research is to gauge the impact of the Drone Education Program on refining drone operations, bolstering digital editing competencies, and stimulating STEM engagement in students. In our methodology, we employed tailored pre- and post-surveys for evaluation, and younger students provided feedback via an emoji-based survey. Further analytical methods encompassed non-parametric tests, Exploratory Factor Analysis (EFA), and linear mixed-effect modelling. Results indicated significant post-intervention improvements in the targeted skills. The EFA grouped 21 Likert items into five distinct learning domains. Notable insights include district-wise variances in learning outcomes and the influential role of gender. The initiative showcases promise in confronting Sarawak's educational barriers, championing digital inclusivity, and preparing a digitally proficient generation.

DECODING DIGITAL LOYALTY: HOW SERVICE QUALITY, PLATFORM PERFORMANCE, AND MENU DIVERSITY SHAPE TRUST, SATISFACTION, AND RETENTION IN ONLINE PLATFORMS?

This quantitative study utilized Structural Equation Modeling (SEM) via Smart PLS to analyze data from 199 participants, exploring relationships between service quality, platform performance, menu diversity, trust, and customer satisfaction on online platforms. Contrary to typical findings that service quality and platform performance significantly drive trust and satisfaction, our study found no substantial direct effects from these factors. Instead, menu diversity was confirmed to enhance both trust and satisfaction, suggesting its continued relevance in securing user loyalty. The research also highlighted trust's mediating role between service quality and satisfaction, emphasizing its importance in digital consumer relationships. With shifting consumer expectations, platforms are advised to reevaluate service metrics, emphasize menu diversity, and use analytics to adapt to user preferences. Future research should consider expanding demographic diversity and employing mixed methods to better understand the evolving dynamics of online consumer engagement.

Self-presentation in metaverse environments from a psychological perspective

This research aimed to investigate the psychology-related factors of self-presentation in Metaverse environments using the keywords "Metaverse," "self," "self-presentation," and "psychology." The universe of the research is the research on Metaverse and self-presentation in Turkey and the world between 1902 and 2023 in YÖK National Thesis Center, Google Scholar, ProQuest, ResearchGate databases with the keywords "Metaverse," "self," "self-presentation," "psychology." 39 articles, books, and dissertation materials were selected as the research sample. In the research, a general research trend was revealed by examining the data of the information contained in the articles, books, master's and doctoral theses written about the concepts of "Metaverse" and "self" in the world and in Turkey as a result of the research, it is assumed that self-presentation in the Metaverse will occur through luxury consumption, new technologies such as avatars and NFT, and with the influence of digital consumer culture.

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

A Study on How Social Media FOMO (Fear of Missing Out) Impacts the Gen Z Audience

Generation Z, or Gen Z, refers to people born between 1995 and 2010, often known as "zoomers," the first generation to fully embrace the internet. This paper focuses on the impact of socialmedia-induced Fear ofMissing Out (FOMO) on Generation Z, blending with the characteristics of digital nativity and extensive engagement with social media platforms. Fear of Missing Out, or FOMO, was uniquely introduced in 2004 with the rise of social networking sites. It centers on anxiety and how, for Gen Z, this plays a pivotal role in making one feel absent from rewarding experiences. This study delves into the effects on mental health, psychological well-being, self-esteem, and life satisfaction. It explores social media analytics regarding usage, compulsive checking, behavioural consequences, following trends, and real-life social interactions. The findings highlight the need for strategies to mitigate FOMO's adverse effects, promoting healthier social media habits and fostering a more balanced approach to digital consumption.

The transnational mental health burden of Haiti's alleged collapse: preliminary findings from The Haitian Well-Being Study.

Transnational drug trafficking, political unrest, gang violence, and paramilitarism, which are pervasive in Haiti, have resulted in a mental health crisis for the broader Haitian community. This study explores the mental well-being of Haitians in Haiti and the United States by identifying barriers and facilitators to mental health through the lived experiences of men and women. Four Focus group discussions conducted in April and November 2023 engaged 28 participants (20 women and eight men) aged between 23 and 60 years from locations in Haiti (Port-au-Prince, Cite Soleil, Cayes, Cap-Haitien, Saint-Marc) and the United States. Discussions revolved around the definition of mental health, stressors, coping mechanisms, risk and protective factors, and barriers to mental health care. Six principal themes emerged: 1- Chronic Traumatic Stress: continued violence, political instability, unemployment, lack of social support, adverse childhood experiences, family separation, and forced displacement were significant sources of stress. 2- Increased Health Burden: Participants reported experiencing chronic physical and psychological symptoms [i.e., hypertension, anxiety, depression, sleep issues, substance abuse, suicidal ideations, characteristics of post-traumatic stress disorder (PTSD)], which were attributed to Haiti's social, political, and infrastructure collapse. 3- Risk Factors: limited access to mental health services, pervasive hopelessness, scarcity of opportunities, and stigma were identified as significant risks. 4- Future Uncertainty: widespread concerns regarding the future predominated. 5- Multigenerational Concerns: Significant anxiety concerning the mental health and development of children, as well as the functionality of mental health practitioners, was noted. 6- Coping and Protective Factors: Effective coping strategies include mental stimulation, peer support, managing digital consumption, engaging in leisurely activities, such as listening to music, and faith/spirituality. The study's findings underscore the sociopolitical and economic crisis in Haiti, which has resulted in violence and a dismantle of political, educational, financial, and health infrastructures. These factors were identified as the primary source of chronic distress, contributing to widespread mental health issues, adverse physical symptoms, and disruption in daily life. The implications for practice, healing, research & policy are discussed.

Talk to engage: The influence of smartphone voice assistants on consumers’ brand engagement

ABSTRACT This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to investigate how brand characteristics such as appeal, attachment, perceived utility, and usability impact consumer behaviour by utilising Brand Identity and Technology Acceptance models. Analysed using structural equation modelling (SEM) in AMOS, data from 500 students experienced with voice assistants was collected through a survey. The results show strong connections in all studied relationships, emphasising the crucial importance of various brand attributes in promoting engagement. Usability and perceived utility are essential factors, indicating that businesses should focus on creating products that are both functional and user-friendly. The study provides distinctive perspectives on improving student engagement and brand partnerships in a competitive environment. It highlights the necessity for more research to help voice assistant professionals and academics enhance consumer-brand connections, especially among the digitally adept youth population in Malaysia.

Pengaruh Harga dan Promosi Live Straeming Penjualan Terhadap Perilaku Impulse Buying Pada Pembelian Produk di TikTok Shop

Online shopping platforms in Indonesia continue to develop with the help of many digital consumers. This requires innovation and good marketing strategies, especially in price and promotion. This research aims to review the influence of price and promotion variables on purchase intention on one of the digital platforms (TikTok Shop). Quantitative methods are used in this study, including data collection techniques, such as distributing questionnaires to 100 respondents. The data collected were then analyzed through multiple linear regression. This research proves that price has a positive but insignificant effect on the impulse buying behavior of TikTok Shop consumers. This means that even though the price is relatively cheap, TikTok Shop consumers are not interested in buying the product. Then, in the second hypothesis, the results showed that live-streaming promotions affect consumer impulse-buying behavior because impulse-buying behavior is driven by the desire to buy a product after the product is marketed through live-streaming. Therefore, live streaming affects impulse buying.

INOVASI GAMIFIKASI WEBSITE PERSY PERFUME SEBAGAI PENGALAMAN KONSUMEN DALAM PEMILIHAN PARFUM KEPRIBADIAN SECARA DIGITAL

This research will discuss how the gamification innovation of the Persy Perfume website in providing a consumer experience for digital personality perfume selection. The trend of using perfume products in Indonesia is increasing, marked by the emergence of many local perfume brands with globally competitive quality. However, product innovation is needed to increase consumer interest in using the product, one of the strategies that can be used is to provide a consumer experience in purchasing products. Persy Perfume is a local brand that uses the aroma of Indonesian spices as a unique selling product and elevates the local culture of wayang as a variant of each scent. Persy through its website provides a consumer experience through "Petualangan Persy Aroma" as a form of innovation in the form of personality test gamification to provide perfume scent recommendations that match the consumer's personality in digital purchases. This research is research with a qualitative descriptive method, to find out how gamification innovations in providing consumer experience to increase consumer interest in shopping for perfume digitally. The result found is that Persy Perfume has found a new innovation in providing a consumer experience through the " Petualangan Persy Aroma", this is an interesting innovation and a new way in the perfume industry to provide a digital consumer experience. By providing a new experience for consumers, this can invite interest from potential consumers to buy the product.

The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO (Fear of Missing Out) as A Mediating Variable (Empirical Study: Cupika Online Store Customers)

This study investigates the influence of hedonic motivation and influencer marketing on purchase decisions, with Fear of Missing Out (FOMO) as a mediating variable, in the context of Cupika online store customers. The research employs a quantitative approach using structural equation modeling (SEM) with a sample of 132 respondents who have purchased from Cupika's e-commerce platforms. The findings reveal significant direct effects of hedonic motivation (β = 0.206, p = 0.017) and influencer marketing (β = 0.317, p < 0.001) on purchase decisions. FOMO demonstrates a strong direct effect on purchase decisions (β = 0.470, p < 0.001). Furthermore, the study identifies significant indirect effects of hedonic motivation (β = 0.243, p = 0.001) and influencer marketing (β = 0.149, p = 0.006) on purchase decisions, mediated by FOMO. These results highlight the complex interplay between emotional factors, social influence, and psychological states in shaping online consumer behavior. The study contributes to the growing body of literature on digital consumer behavior and offers practical implications for e-commerce marketing strategies. It underscores the importance of leveraging hedonic appeals, influencer partnerships, and FOMO-inducing tactics to drive online sales. However, it also emphasizes the need for ethical considerations in implementing such strategies. Future research directions include exploring these relationships across various product categories and cultural contexts, and investigating the long-term impacts of FOMO-driven purchases on consumer satisfaction and brand loyalty.

The Transformation of Luxury Brands Marketing Strategies in Social Media

The luxury industry is currently undergoing a significant transformation driven by digitalization. Consumer shopping behaviors are increasingly shifting towards online channels, while social media emerges as a key platform for interaction between luxury brands and consumers. The rise of emerging markets and the growing young consumer demographic are driving the trend of digital consumption. Luxury brands are actively expanding into the digital sphere, employing celebrity endorsements and social media marketing strategies. This paper utilizes a literature review and case analysis methodology. It finds that combining celebrity endorsements with social media marketing effectively enhances brand awareness and sales, creating a unique brand image and attracting more consumers. This trend has become a crucial transformation path for the luxury industry, albeit brands need to carefully consider celebrity selection and risk management. Future research could further explore best practices in celebrity endorsements and social media marketing, as well as their long-term impact on consumer behavior and brand benefits.

Development of a Home Economics Education Program for the Consumer Life Area to Enhance Artificial Intelligence Literacy in Middle School Students

This study aims to develop and validate a home economics education program focused on the consumer life area to enhance artificial intelligence (AI) literacy. To achieve this objective, a 10-session AI-consumer life integration education program was developed by analyzing literature on AI Literacy, AI curriculum, consumer education, and the home economics curriculum for the middle school consumer life area. The program’s validity was assessed by nine teachers using a four-point Likert scale. The average scores for each item and the content validity index (CVI) were calculated. Based on expert feedback, the program was revised and improved accordingly. The expert validity assessment of the lesson plans, teaching materials and learning resources resulted in an average score of 3.78 for all items and an average CVI of 0.96. For the overall program, the expert validity assessment yielded an average score of 3.72 for all items and an average CVI of 0.97. Since the content validity index for all questions was above 0.78, the program demonstrated high validity across achievement standards integration, learning objectives, content and teaching methods, motivation, and volume areas. This confirms its effectiveness as an educational program for enhancing AI literacy. This study is significant in terms of defining and identifying the components of AI literacy, developing an AI-integrated program encompassing the entire consumer life area and confirming the suitability of the home economics curriculum for enhancing digital consumer competencies and promoting sustainable consumption. Additionally, it highlights the potential to integrate AI into the home economics and consumer life area.

Driving Organic Customer Acquisitions through Community Marketing in Digital Banking Application

The objective of this research is to identify and analyze the key factors that influence customers on the reluctance of being loyal or become the advocator of J Bank and to propose the organic customer acquisitions strategies to be applied to J Bank through community engagement in J Bank. The era of Industry 4.0 has transformed production by integrating digital and internet technologies with traditional industries, enhancing efficiency and effectiveness in transactions. In Indonesia, the number of digitally active banking consumers has increased significantly, making up 32% of the banked population since 2014. This growth underscores the value of digital consumers to banks. The sector has become highly competitive, with fintech companies disrupting traditional banks by offering innovative solutions like e-wallets, loans, and digital payments. Established banks are investing in digital banking to keep pace with new startups. J Bank, Indonesia’s first digital banking application, offers comprehensive services such as account creation, transactions, and financial management via smartphone. Targeting tech-savvy individuals with middle to upper economic status, J Bank provides features like Send It for transactions, QRIS for touchless payments, and various saving and loan options. Its innovative approach has attracted millennials, Gen Z, and even seniors, positioning it as a leading digital banking solution. However, J Bank experienced a significant drop in organic acquisitions from 2020 to 2022, partly due to issues like fraud and cybercrime, which led to negative sentiment and user attrition. Using qualitative approach with 6 survey respondents that consist of existing user of J Bank and existing Co.Create member, and also former J Bank users and former Co.Create members. This research using thematic analysis with internal and external analysis to explore the potential solutions. For internal analysis, the author is using Marketing Mix analysis. Meanwhile for external analysis, the author is using Porter Five Forces analysis, Competitor analysis, and SWOT analysis. Based on the analysis, this research proposed several organic customer acquisitions activity to be implemented in J Bank through community marketing approach. J Bank offers a wide range of services, including account creation, transactions, and financial management via smartphone, targeting tech-savvy individuals from middle to upper economic backgrounds. Despite its initial success, attracting millennials, Gen Z, and even seniors, J Bank faced a decline in organic acquisitions from 2020 to 2022 due to issues like fraud and cybercrime, which led to negative sentiments and user attrition. The research utilized a qualitative approach, involving surveys of six respondents, including current and former users of J Bank and members of its Co.Create community. Thematic analysis was conducted, incorporating internal analysis with the Marketing Mix and external analysis with Porter’s Five Forces, competitor analysis, and SWOT analysis. The findings suggest that increasing community engagement and addressing security concerns are crucial for improving J Bank’s customer retention and acquisition. Based on these insights, several community marketing strategies are recommended to enhance organic customer acquisition.

Digital Consumption Index for ASEAN-6: A proxy developed with China as benchmark

The nexus between economic growth and digitalization is increasingly intertwined. Challenges related to data availability and continuity have posed significant impediments to the development of viable measurements, such as the digital economy index and digital adoption index, for tracking the level of digitalization in emerging markets like the ASEAN-6. This paper introduces a proxy digital economy index that is both concise and adaptable to mitigate the current shortcomings. Employing a hierarchical equal-weighted method with China as the benchmark, a short series of the Digital Consumer Index was computed from 2017 to 2022. The findings of the paper suggests that ASEAN-6 nations must collectively intensify their efforts to bolster digital transformation. The proposed index establishes a foundational framework for future advancements. It facilitates a more immediate assessment of the digital economy's trajectory within ASEAN countries, allowing policymakers to make informed decisions while concurrently setting the stage for more comprehensive digital economy accounting practices in the future.

How consumers’ digital engagement affects regional innovation capacity in China?

Digital technology has altered the geographic distribution of knowledge in regional innovation. Existing studies emphasize the role of firms in the digitalization and innovation nexus, whereas there is little evidence on the effect of consumers' digital engagement on innovation capacity. Using data of 211 cities from 2015 to 2018 in China, this study investigates whether and how consumers' digital engagement affects regional innovation capacity. Our empirical results show that cities with greater knowledge diffusion embedded in consumer digital engagement benefit more from increased regional innovation capacity. Further analyses show that cities with higher digital consumer participation have higher innovation output, more entrepreneurial activities, and increased financial access, boosting city-level knowledge generation and commercialization. Our findings also reveal that consumers’ digital engagement is more beneficial in relatively developing regions, including western, peripheral, and less innovative cities, thereby alleviating the concentration of innovation to some extent.

Pemanfaatan Media Sosial Bagi Pengembangan Pemasaran UMKM

In the increasingly advanced digital era, social media has become a crucial tool in marketing strategies for Micro, Small, and Medium Enterprises (MSMEs). This article analyzes the use of social media in the marketing development of HNTnugraheniboutique Fashion, an MSME in the fashion industry based in Yogyakarta. The research methods employed include social media content analysis, online surveys targeting consumers, and in-depth interviews with the business owner. The findings reveal that HNTnugraheniboutique Fashion utilizes social media platforms, particularly Instagram and WhatsApp, to enhance visibility, build brand awareness, and boost sales. Despite these efforts, there remains potential to further optimize their social media usage for marketing purposes. Creative and relevant content proves effective in capturing consumer attention and influencing purchasing decisions. In conclusion, this research affirms that social media is an effective tool for MSMEs to develop marketing strategies. However, challenges such as competition and understanding digital consumer behavior underscore the need for further research to identify more specific and effective content strategies tailored for the MSME sector, particularly in Indonesia

Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.