Drives Purchase Intention Research Articles

What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics

What Drives Purchase Intention in Live-streaming Commerce in South Korea? Perspectives of IT Affordance and Streamer Characteristics

The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention

This study investigates the effects of social media strategy, customer interaction, and word of mouth on e-commerce purchase intention. Utilizing a quantitative approach, data were collected from 360 respondents using a structured questionnaire with a Likert scale ranging from 1 to 5. The analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to assess the relationships among the variables. The findings reveal that a well-implemented social media strategy significantly enhances customer interaction and positively influences word of mouth, which in turn drives purchase intention in the e-commerce sector. These results underscore the importance of strategic social media engagement and effective customer communication in fostering consumer intent to purchase online. The study provides valuable insights for e-commerce businesses seeking to optimize their marketing strategies and enhance customer engagement.

An Empirical Study of the Impact Digital Ecosystem on Alpha Generation Purchase Intention: From the Perspective of Flow Experience and TPB

The digital Ecosystem is a multifaceted network that includes social media, e-commerce, socio-commerce, and gaming, where each component influences the others. Social media, for instance, has fostered the growth of socio-commerce by merging social interactions with commercial activities. This research explores the dynamics within this Platform, focusing on factors that drive Purchase intentions, particularly among the Alpha Generation, who are growing up in a digital-first world. The study finds that Attitude, Flow Experience, and Subjective Norms all significantly affect Purchase intentions. Among these, Attitude is the most influential, highlighting how consumers' emotions, feelings, and beliefs shape their Purchase decisions. This is especially important for the Alpha Generation, who are deeply embedded in digital culture and highly influenced by their online experiences. The significance of Flow Experience, which refers to the enjoyment and engagement during the Purchase process, emphasizes the need for a positive shopping experience to enhance purchase intentions. Additionally, Subjective Norms, or the impact of societal expectations and social pressures, play a crucial role in consumer decision-making, particularly for the socially connected Alpha Generation. The research quantitative approach and correlational design, confirms that these factors are key determinants of Purchase intention, aligning with existing consumer behavior theories. The study's sample of 115 participants met the required criteria, ensuring reliable and valid findings.

The Influence of Content Marketing on Purchase Intention Through the Mediation of Customer Engagement Among TikTok Followers

The purpose of this study is to examine the influence of content marketing on purchase intention through the mediation of customer engagement among TikTok followers of @Dentarajut. The research aims to fill the gap in existing literature by focusing on the specific impacts of content marketing strategies on customer engagement and purchase intentions in the context of TikTok. This research employs a quantitative approach, utilizing a Likert scale survey to collect data from 396 respondents who follow @Dentarajut on TikTok. The data is analyzed using SmartPLS to assess the relationships between content marketing, customer engagement, and purchase intention. The findings indicate that content marketing significantly influences customer engagement, which in turn, mediates the relationship between content marketing and purchase intention. The results suggest that effective content marketing strategies on TikTok can enhance customer engagement, leading to higher purchase intentions among followers. This study offers novelty by integrating the analysis of content marketing, customer engagement, and purchase intention specifically on the TikTok platform. It provides new insights for brands on optimizing their content marketing strategies to improve customer engagement and drive purchase intentions, particularly in the underexplored context of TikTok marketing

Peran Niat Pembelian Online Pada Media Sosial Instagram: Mediasi Advertising Attitude dan Advertising Clicks

The rapid growth of social media users in Indonesia has prompted researchers to identify factors that impact consumer purchase intentions through advertising click activities, such as informativeness, entertainment, irritation, emotional appeal, credibility, and privacy concerns mediated by advertising attitude. This research examines how informativeness, entertainment, emotional appeal, and privacy concerns simultaneously influence attitudes toward advertising and purchase intentions. This study employed a quantitative approach through an online survey with a sample of 321 respondents residing in major cities in Indonesia. This study applied purposive sampling with individual criteria as Instagram users were exposed to ads within the last month, and the data were analyzed through structural equation modeling. The results of this study show that advertising attitude fully mediates informativeness, entertainment, emotional appeal, and credibility toward advertising clicks, which drive purchase intentions. Meanwhile, irritation and privacy concerns have a negative impact on advertising attitudes. This research proved that Incentives have a direct influence on purchase intention. Suggestions for future researchers need to consider the classification of ad product or service categories so that advertisers can better understand consumer behavior and provide ad impression effectiveness according to the target audience

Prioritizing social media marketing activities: unveiling the SMMA dimensions for enhancing brand attitude, experience, and purchase intention

This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, personalization, trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behaviour factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions.

Effect of Social Media Marketing “Instagram” Towards Purchase Intention : Evidence From Plant-Based Milk Product “Oatside” in Indonesia

In the ever-evolving field of marketing, building and maintaining purchase intent remains a central theme and a significant challenge for marketers. Among various strategies em-ployed to sustain customer brand loyalty, social media marketing has emerged as a recent and effective tool. This study delves into the impact of social media marketing on the pur-chase intent of consumers, an area that is garnering growing interest from both marketing scholars and industry practitioners. The research specifically encompasses customers in Indonesia who follow "Oatside" on Instagram. Oatside is a popular plant-based milk prod-uct, and its Instagram followers form the target demographic for this study. A structured questionnaire was administered to a sample of 130 respondents, serving as the primary data collection method. The collected data were then examined using linear regression analysis conducted via SPSS. The results of the study indicate a positive correlation be-tween purchase intent and several key factors related to the brand's social media pres-ence. These include the brand's provision of entertaining content, facilitation of two-way communication with consumers, presentation of trending topics, and offering of personal-ized content. Each of these elements contributes to enhancing consumer engagement and influencing purchase decisions. As a pioneer in this novel area of marketing, the study not only contributes to the academic understanding of the impact of social media marketing but also suggests practical tactics for industry practitioners. These strategies can be in-strumental in optimizing their social media marketing efforts, thereby enhancing customer engagement and driving purchase intent.

The mimicker and the mimicked: Desirable digital influencer to follow (taste leader vs. opinion leader)

The impact of social media on consumer purchasing behavior is explored in this study, employing the Influence Framework Theory and Doppelganger Theory as theoretical frameworks. The four phases of the Influence Framework Theory are examined to uncover how influencers shape consumer behavior. TikTokers are specifically scrutinized as opinion leaders, with hedonic experiences assuming a pivotal role. Moreover, their perception as taste leaders is investigated, emphasizing the influence of attractiveness and prestige. Furthermore, conscious desires to emulate are scrutinized, suggesting a positive correlation between opinion and taste leadership and this desire. Lastly, the study delves into the nonsocial outcomes of these influential efforts, emphasizing the link between the desire to imitate and consumers’ propensity to make purchases. Regression analysis demonstrates the positive impact of hedonic experiences, attractiveness, and prestige on perceptions of opinion and taste leadership. Additionally, both opinion and taste leadership significantly contribute to consumers’ conscious desire to emulate, subsequently influencing their inclination to make purchases. These findings shed light on the mechanics underlying TikTokers' influence on consumer behavior and offer valuable insights for marketers seeking to leverage these influencers to drive purchase intentions.

THE ROLE OF DIGITAL INFLUENCER CREDIBILITY ON PURCHASE INTENTION AND THE MEDIATING EFFECT OF CUSTOMER TRUST AND ENGAGEMENT

In today's digital era, social networking influencers' (SMIs) ability to drive consumer purchase behaviour has become a focal point of interest. Despite the widespread utilisation of SMIs in marketing, there is a need to comprehend how their varied characteristics impact consumers' purchasing inclinations. This study seeks to address this gap, focusing on the role of influencer credibility as a novel and effective brand marketing strategy. This paper proposes a dual-route effect framework that explores the relationship between influencer credibility, customer engagement, and trust. This framework suggests that audience engagement with an influencer's content bolsters the source's credibility based on the strength of the relationship with the influencer, thereby enhancing the brand's credibility. The audience's immersion in the influencer's content elevates the appreciation of brand content. Expert impressions and bite-sized video content can foster trust and generate interest among target audiences. The proposed framework provides a base for future researchers to delve deeper into the dynamics of influencer marketing. The study also explores other possible mediating and moderating variables that could further explain the relationship between influencer credibility and purchase intention. From a managerial perspective, this paper's insights shed light on how influencer credibility can be effectively leveraged as a brand marketing strategy. The dual-route effect framework proposed provides a roadmap for enhancing brand credibility and customer trust through strategic influencer marketing. This study adds to the growing body of literature on influencer marketing, focusing on influencer credibility. The proposed framework offers a novel perspective on how audience engagement with influencer content can indirectly strengthen brand credibility and drive purchase intentions.

Does perceived quality mediate the effect of generation Z’s consumer ethnocentrism on local sneakers purchase intention?

Understanding consumer ethnocentrism will enhance the tendency of individuals to have higher purchase intentions for local products. This research examines the direct effect of consumer ethnocentrism on the purchase intention of local sneakers in Indonesia and determine whether perceived quality can mediate the influence of consumer ethnocentrism on the purchase intentions of local sneakers. This research uses explanatory approach with respondents about 260 Generation Z in Indonesia. The data was analysed by Partial Least Square (PLS) with the WarpPLS 4.0 software. This research reveals that consumer ethnocentrism has a positive and significant influence on purchase intention, then perceived quality positively drives purchase intention. Additionally, the result shows that consumer ethnocentrism positively and significantly affects the perceived quality of local sneakers. Lastly, perceived quality can mediate the nexus between purchase intention on the perceived quality of local sneakers in Indonesia. This study provides managerial implication for companies that produce local sneakers should focus on improving the perceived quality of their products to increase purchase intention among consumers with high levels of ethnocentrism.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER-BRAND RELATIONSHIP IN THE EGYPTIAN COSMETIC SECTOR

While social media (SM) is used throughout the world via website-based network apps that assist in exchanging knowledge, information, and simple interactions with others, the actual number of users is believed to be in the millions. Using SM to satisfy several interests is on the rise: people seek digital information and goods. The purpose of this research was to examine the Social Media Marketing Activities (SMMA) that are used to promote trendy goods in the Egyptian cosmetic sector and to determine the extent to which companies' SMMA activities improve their relationships with consumers and drive purchase intention. For this reason, the focus of this research is to examine the impact SMMA has on the customer-brand relationship in the Egyptian cosmetics industry. Additionally, to better address the question, how effective are SMMA initiatives in creating brand-consumer connections and driving purchase intent? The researcher analyzed data from Egyptian cosmetic market respondents to assess the study factors, including social media marketing activities, customer-brand connections, and purchase intention. The researcher used both methods descriptive and fielded analytical approaches and utilized a questionnaire method to gather data. As a result, it is revealed that the relationship between the customer and the brand has a significant and positive effect on customers' purchase intention via social media.

Don't Have a Cow, Man: Consumer Acceptance of Animal-Free Dairy Products in Five Countries

Concern with the ethical, environmental and health consequences of the livestock industry is pushing the growth of a sector of animal-free alternatives. Advancing research is allowing these products to increasingly deliver experiences on a par with and beyond the products they originally sought to emulate, but widespread consumer adoption has not yet been realised. This research surveyed 5,054 individuals from Brazil, Germany, India, the UK and the USA, examining the nature and extent of acceptance of dairy products derived from precision fermentation, one of the three main pillars of alternative proteins. We find substantial consumer acceptance across countries for these products, animal-free dairy cheese, seeing 78.8% of consumers as probably or definitely likely to try such a product, with 70.5% probably or definitely likely to buy, substantially higher than previous research has found for cultivated meat products. Consumers anticipated animal-free dairy cheese to be significantly more tasty than current vegan cheese products, and just as tasty and safe as basic animal-derived cheese while rating it as significantly more ethical and environmentally friendly. Multiple linear regression revealed that within dietary identifiers, vegetarianism and veganism were strong predictors of willingness to buy but flexitarianism showed the strongest predictive power for willingness to buy. Of all variables, the strongest predictor of willingness to buy was current level of cheese consumption. Further regressions revealed that taste perception was key to driving purchase intent across all countries. The implications of these results for the development of the animal-free dairy sector are discussed.

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism-Collectivism.

The main objective of this study was to investigate how and when online product presentation influences individual purchase intention of wearable devices in China. This study hypothesized that online product presentation would influence individual mental imagery, which, in turn, would impact purchase intention through perceived social risk and positive emotion, but this effect would be moderated by individualism–collectivism value at the individual level. We performed a laboratory experiment (2 × 2) to collect the data (N = 254). The experimental results indicated that there was a significant interaction effect between the product feature presentation video and usage scenario presentation picture on mental imagery. In addition to a direct effect, mental imagery had an indirect effect on purchase intention through perceived social risk and positive emotion. Additionally, the behavioral effect of perceived social risk was moderated by individualism–collectivism. Specifically, compared with individualists, perceived social risk had a stronger impact on collectivists’ purchase intention. This study contributes to a greater understanding of the mechanism through which online product presentation drives purchase intention, with a particular emphasis on how individualism–collectivism value at the individual level moderates consumers’ intention to purchase wearable devices.

The moderating effect of pro-environmental self-identity in the relationship between abnormally-shaped foods and purchase intention

The assumption that consumers reject food that deviates physically from the norm contributes to global food waste because food retailers generally do not offer abnormally shaped food. This study empirically examines how food shape abnormality affects purchase intentions and how pro-environmental self-identity might moderate the food shape abnormality-purchase intention relationship for consumers in Taiwan. A representative sample of 400 Taiwanese consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal). The results demonstrate that food shape influences purchase intentions; consumers are more likely to purchase normally shaped fruits and vegetables than moderately or extremely abnormally shaped food. Pro-environmental self-identity also drive purchase intentions, such that participants with high levels of pro-environmental self-identity express higher purchase intentions toward abnormally shaped food. Results show that pro-environmental self-identity has a higher and positive impact on purchase intention for extremely abnormal food compared to moderately abnormal and normal food. Government entities and food industry actors should take these findings into account to develop effective communication strategies.

Purchasing organic food with social commerce: An integrated food-technology consumption values perspective

Organic products may have several health benefits for consumers. Nevertheless, even in the age of social commerce, and the communication affordances of social networking sites, consumers are not always informed regarding such benefits. As such, we examine how the characteristics of social commerce and organic foods can work in tandem to influence organic products purchase intentions. We develop a model based on the theory of consumption values and test it empirically. The results show that interactivity, recommendations, and feedback are important social commerce characteristics (affordances), while food safety and eco-friendliness are key organic food characteristics. Such social commerce and organic food characteristics interact and serve as inputs for functional value and emotional value assessments, which in turn, drive purchase intentions of organic foods via social commerce. The findings also show that functional value is more instrumental in this process; and that there is also a significant difference between males and females in the formation of purchase intention. Implications for theory and practice are discussed.

Multi-Directional navigation method for optimized consumption of user generated content through semantic mapping of features derived from the user generated content

Gone are the days when a buyer used to depend solely on the product marketing team to know what's good about a product or product features. With the advent of social media, product purchase has become democratic with product buyers, product users are vocal about reporting back their experience about the product. According to Forrester, "buyers will spend more time on web pages that have social content than those that don't" and "user-generated content has significant influence on a buyer's purchase decision." The research doesn't lie- User Generated Content (termed as UGC) is more effective at driving purchase intent and brand loyalty than any other media. To create engaging, authentic customer experiences, companies should weave UGC throughout their owned websites, showcasing the voices that consumers trust the most: their own.

What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness

The owners of idle assets and their potential users create economic benefits through providing or sharing idle assets or skills, and this process has been formalized and monetized at large scales by companies such as Uber, Airbnb, USpace and others. This research seeks to understand the factors affecting the purchase intention on Airbnb users in terms of five key factors: rating, rating volume, review, information quality, and media richness. ANOVA and path analysis are used to test the relationships of these factors with perceived value, satisfaction and purchase intention. Results indicate that perceived value and satisfaction are key determinants of intention to buy, while rating volume, review, information quality, and media richness are important precursors. In addition, gender and usage experiences with Airbnb are also used to classify the sample to assess the difference between each classification. The results of this study can provide a useful reference to researchers and firms and individuals working in the sharing economy.

Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model

Drawing on the stereotype content model (SCM), we investigate the impact of both explicit and implicit country stereotypes on consumer preferences. In Study 1, we show that the competence dimension of the SCM (measured both explicitly and implicitly) drives purchase intention by positively influencing brand affect. In Study 2, we disentangle further the role of explicit and implicit stereotypes and show that explicit judgments of country competence are better predictors of deliberate consumer choices, whereas implicit judgments of country warmth dominate spontaneous choice. Managerially our findings indicate that sole reliance on explicit stereotypes may result in an incomplete picture of consumers’ responses to country-of-origin cues.

Understanding Smartphone Apps Usage among Young Adults in India

The objective of this paper is to understand use of phone apps and attitude towards selection and use of apps among young adults. This study addresses the following questions: What is the usage behaviour of people when it comes to phone apps? What do consumers prefer more and why – phone apps or websites, across categories? What are the most common issues that users face while using phone apps? What constitutes consumer satisfaction when it comes to phone apps? What drives purchase intention for paid phone apps? How do app users define ‘value for money’ phone apps? Ten young adults in the age group of 21 to 30 years were interviewed through purposive and snowballing approach. Privacy and security of apps is important for this generation who are on their smartphone using apps all day.