Purchase Experience Research Articles

Grocery Apps and Consumer Purchase Behavior: Application of Gaussian Mixture Model and Multi-Layer Perceptron Algorithm

The purpose of this study is to investigate and compare the popularity of common grocery apps in Hungary as well as Iran. The data were gathered from Iranian and Hungarian users who had at least one online purchase experience using a grocery app. A Gaussian mixture model (GMM) and multi-layer perceptron (MLP) are used as supervised and unsupervised machine learning algorithms with Python programming to cluster customers and predict consumer behavior. The results revealed that Wolt in Hungary and Snappfood in Iran are the most popular grocery apps. Users in Iran are divided into three groups of users of app services and the type of full covariance has higher accuracy compared to the other three types (96%). Meanwhile, we found that the five apps used in Hungary have provided 95% accuracy from the users’ point of view based on the diagonal covariance. The MSE value (overfitting and cross-validation) is less than 0.1 in the MLP algorithm, which shows an acceptable amount of error. The results of overfitting indicate the proper fit of the MLP model. The findings of this study could be important for managers of online businesses. In the clustering section, the accuracy and value of consumer demographic information have been emphasized. Additionally, in the classification and prediction section, a kind of “customization” has been performed with an emphasis on market segmentation. This research used GMM and MLP machine learning algorithms as a creative way to cluster and classify consumers.

Social and environmental apparel practices and perceived value of “Made in the USA”

PurposeThis study aims to investigate the relationship between people’s socially and environmentally responsible apparel practices (SERAP) and valuing US made clothing, current perceptions of US made clothing and factors affecting apparel purchases.Design/methodology/approachAn online survey was completed by 502 US consumer aged 18-65. Five factors were identified representing responsible apparel practices and US made clothing. Inter-factor correlations were tested. People’s perceptions toward US made clothing were examined through perceived quality, purchase experience and intentions to pay premium prices.FindingsThere was a positive correlation between SERAP and valuing US made clothing. Perceived quality of US apparel influenced both actual purchase and intentions to pay higher prices. Availability and affordability were major purchase factors.Practical implicationsUS apparel companies that produce their products domestically may consider developing specific messaging that resonates with customers, taking advantage of the perception of high quality and being transparent with the cost of producing apparel domestically.Originality/valueThis study suggests domestically made apparel purchases as part of a move toward SERAP. Although previous studies have addressed consumer responsibility and sustainable businesses, the connection has been inconclusive. This study provides current data of renewed and growing interest in US made apparel and expands its value.

Barriers to accessing sterile injecting equipment for people who inject drugs: An integrative review.

The global prevalence of hepatitis C virus infection is estimated to be 71 million, with an estimated 6.1 million of those having recently injected drugs. The recognised measures to prevent hepatitis C transmission in people who inject drugs are needle and syringe programmes. As people who inject drugs are at considerable risk of hepatitis C transmission, understanding the barriers they encounter when accessing needle and syringe programmes is important to support the hepatitis C elimination goal. This integrative review aimed to synthesise research exploring the barriers to accessing sterile injecting equipment faced by people who inject drugs. An integrative review was conducted guided by the PRISMA 2020 checklist, based on a systematic literature search using the following databases: CINAHL, MEDLINE, PsycINFO, Embase, psychology & behavioural sciences collection, and Emcare, as well as Google Scholar. The search returned seven studies which met the criteria, and four key themes were identified: stigma; experienced and internalised, purchase experience, practical issues, and fear of negative consequences. Participants reported barriers such as the location of the services, and concerns around confidentiality when accessing services. In addition to this, the fear of arrest and the involvement of social services proved to discourage access to these services. People who inject drugs face many challenges when accessing sterile injecting equipment, such as stigma, purchase experience, practical issues and fears and concerns. To support the World Health Organisation Hepatitis C virus elimination plan, these barriers must be tackled to maximise the provision and reduce hepatitis C transmission and reinfection rates. Since the level of research on this topic is limited, further studies are strongly needed. Patient and public involvement were not used for this review.

Marketing Organic Food from Millennials' Perspective: A Multi-Theoretical Approach.

This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country.

Price, convenience, the buying experience, and other motivations for purchasing tobacco and e-cigarettes online.

INTRODUCTIONConsumers have shifted to online purchases for many products, including tobacco and e-cigarettes. These shifts have occurred alongside internet tobacco purchasing restrictions being proposed and enacted across the US. The aim of this study was to identify motivations for and against purchasing tobacco and e-cigarettes online, to better understand potential impacts or loopholes.METHODSWe surveyed 463 US adults who reported ever purchasing tobacco or e-cigarettes in April 2021, using Amazon’s Mechanical Turk. Participants who reported purchasing tobacco or e-cigarettes online were asked to describe their reasons for doing so. Those who reported never purchasing online were asked to describe their reasons. Responses were triple-coded and thematically analyzed.RESULTSMost respondents (n=330; 71.3%) had purchased tobacco or e-cigarettes online. We identified 14 reasons for purchasing tobacco or e-cigarettes online across four themes: price (cheaper online, discounts, bulk purchases, avoiding taxes), product characteristics (availability, quality), buying experience (convenience, time, COVID-19 concerns, avoiding shame, discretion, avoiding salespersons, reading reviews), and curiosity. We identified 13 reasons for not purchasing tobacco or e-cigarette products online across seven themes: buying experience (convenience, time, discretion, seeing the product), concerns (legality, safety, quality), consumption, price, supporting local, unaware, and uninterested.CONCLUSIONSBoth online and offline purchasers stated price and convenience motivated their choice to purchase tobacco or e-cigarettes online. Though few participants mentioned purchasing illicit products, concerns about legality and quality of online purchases were raised, and there was some awareness that online purchases attracted lower taxation.

Changes in Consumer Behaviour of Skincare Repurchasing During COVID-19 Pandemic

The COVID-19 Pandemic causes shifting in various aspects, including the way consumers purchase and repurchase. Concerns about the risk in the product during the purchase of skin care products appear during pandemic. The purpose of this study is to examine the effect of pandemic on the intention of repurchasing skin care products and recommendations from the results of analysis in terms of changes occurred in consumer behavior, specifically purposed for marketers of skincare brands. This study uses exploration research methods and quantitative methods to analyze research objectives. Exploration research was carried out by interviewing 11 respondents. The online survey was conducted on 400 respondents with the scope of Jabodetabek and Bandung areas, and experienced in making purchases before pandemic and during pandemic. Quantitative analysis is carried out through PLS-SEM to analyze the correlation relationship of Purchase Experience, Self-Congruity, Brand Image, Habits, Perceived Risks, and Online Review on Social Media and E-Commerce. The results of these findings found that there was a significant relationship of Purchase Experience and Habit, Habit Before Pandemic with Repurchase Intention After Pandemic (Brands Before Pandemic), Habit during the Pandemic with Repurchase Intention After Pandemic (Brands During Pandemic), Self-Congruity and Repurchase Intention After Pandemic (Brands Before Pandemic), Online Review (Social Media) with Repurchase Intention After Pandemic (Brands Before Pandemic), Brand Image with Repurchase Intention After Pandemic (Brands During Pandemic), and Brand Image with Self-Congruity. Based on these findings, recommendations suggested to marketers are to adjust the image of the brand with changes in habits that occur due to pandemic and during the pandemic, focus on minimizing the risk of online purchases and focusing on increasing good quality reviews, especially on platforms with content of video.

Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

Currently, given the different dynamics of competition, food retailers are increasingly betting on private labels as a strategy of differentiation and retention of competitive advantages. To this extent, this study aims to assess the antecedents of the purchase intention of food retailers’ private labels, as well as to understand the managerial practices and (post) pandemic consumption retail perspective in a Portuguese context. The results obtained, through a quantitative analysis by means of multiple linear regressions, on a random sample of customers (n = 300) indicate that customer satisfaction and attitude towards his/her own brand are quite favourable, as demonstrated by the existence of a high loyalty to his/her own brand. Additionally, they reveal that the purchase experience, the private-label image, the perceived risk, and the COVID-19 pandemic are prior attitudes towards the private label and its mediation in the purchase intention and recommendation of its products. Finally, loyalty to the private label, store satisfaction and, through these, also the shopping experience were confirmed as determinants of loyalty. These results provide insights to food retailers on aspects to be improved and considered in the design of commercial strategies that promote the intention to purchase private-label products and that win and retain customers and achieve competitive advantages and profitability. Regarding the COVID-19 pandemic, the study reveals that some consumers changed their purchasing patterns, choosing to buy more private-label products at this stage.

Webcam Based Gesture Detection and Recognition to Navigate in the Application

— Most e-commerce websites do not provide their users an engaging purchasing experience. The buyer can only watch images or videos of the product that he or she wishes to buy; there is no method for the buyer to virtually interact with the product. Secondly, e-commerce websites can be difficult to use for the disabled and elderly, who are less familiar with latest technology. Thus, the purpose of this research was to provide fast and time efficient code-based solution that will allow people who are unfamiliar with new technologies to use websites and apps using dynamic hand gestures. It is a live project that will be utilized for shopping on the firms' e-commerce websites. We used Pytorch, a machine learning library, to create the gesture detection and recognition system which is capable of recognizing and detecting various human gesture, such as swiping up hand, swiping down hand, turning fist clockwise, etc. All of these motions are pre- linked to various sorts of tasks. The images of these gestures were utilized to train and develop a machine learning model, which, when applied, recognized and executed the pre-linked functions for the taught human gestures.

Covid-19 Korkusunun Online Alışveriş Tutumu ve Satın Alma Niyetine Etkisinde Ölüm Kaygısının Aracılık Rolü

Individuals have experienced increased death anxiety as a result of the Covid-19 pandemic's closure processes, isolation, social distance, and an increasing number of cases and mortality rates. The fear that one's life is coming to an end is referred to as death anxiety. In this study, it was tried to test the mediating role of death anxiety in the effect of fear of Covid-19 on online shopping attitude and purchase intention. An online survey with 305 individuals having online buying experience was undertaken for this aim. Participants were reached using the list-based sampling method. Many different statistical analyzes were used to analyze the obtained data. The scales' construct validity was determined using factor analysis, and their reliability was determined using reliability analysis. Simple linear regression analysis was used to test the research hypotheses, and process macro analysis was used to test the mediation roles. According to the results of the analysis, it was found that the fear of Covid-19 had a positive and significant effect on death anxiety. Death anxiety has been shown to have a positive and significant impact on internet shopping attitude and intention. It was concluded that death anxiety had a mediating role in the effect of fear of Covid-19 on online shopping attitude and online shopping intention. As a result, it has been determined that the fear of Covid-19 and death anxiety have a mediating role in affecting consumers' online shopping attitudes and intentions. These findings are expected to benefit both new studies in the literature and practitioners.

Perception of Innovative Usage of AI in Optimizing Customer Purchasing Experience within the Sustainable Fashion Industry

The research was designed to contribute to scientific efforts in exploring the attitude of fashion stakeholders towards AI and its use in attaining sustainability in fashion industry. Although the role of AI in Fashion has been studied before, the aim of this research is to challenge and analyze the attitudes towards sustainable fashion of both stakeholders and consumers. The research considers the views of consumers, industry professionals and company shareholders on the role AI plays in pursuing ideas of Sustainable Fashion. Contrary to expectations, the companies with significant turnover did not show any greater awareness of the new trends in the fashion business. Furthermore, previous familiarity with the usage of AI did not prove to promote openness towards the recommendation of apps which use AI to promote Sustainable Fashion. The value of this research lies in the findings, which help provide a framework which can be used to change the viewpoint of the key market players. The crucial finding is that the AI approach on sustainability will influence both users (changing their purchasing decisions toward more sustainable choices if provided with a set of information on ecological impact, production choices), and corporate businesses (changing the overall business strategy, planning, marketing communication and production designs). The paper offers milestones for further research on synergies between AI, fashion industry lined with UNS SDGs and purchasing behavior.

Buying happiness: How brand engagement in self‐concept affects purchase happiness

AbstractIn general, experiential purchases have been found to make people happier than material purchases. However, previous research has ignored a crucial issue—the importance of the brand and the consumer−brand relationship in this context. Since many purchases are associated with a brand and the brand is often the main motivation for the purchase, we argue that researchers should include the consumer−brand relationship in studies on the effects of material versus experiential consumption on happiness. Building on the social exchange theory, the current research examines the moderating role of consumers' tendency to include brands as part of the self in the relationship between purchase type and happiness. Across three studies, using different methods (a comparative survey: N1 = 422 individuals; two experiments: N2 = 206 and N3 = 177 individuals), we found that individuals with high levels of brand engagement in self‐concept (BESC) derive similar levels of purchase‐related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchase‐related happiness in experiential than in material purchases.

Online group buying behavior: A study of experiential versus material purchases

AbstractMore than 50 million consumers participate in online group buying, hence its importance to retailers cannot be ignored. Four studies are conducted to determine (a) whether customers' preferences to participate in group buying relative to buying alone are more in the case of experiential (vs. material) purchases; (b) underlying psychological mechanisms affecting an individual's willingness to invite additional buyers; and (c) the moderating role of analytic versus holistic thinking orientation within the mediational framework. Consistent with expectations, preferences to invite additional buyers to receive a further discount (vs. buying alone and taking the deal‐of‐the‐day) were greater for experiential purchases than material purchases. Three psychological motivators, namely social relatedness, conversational value, and anticipatory enjoyment, act as parallel mediators. Finally, moderated‐mediation analysis shows holistic thinking accentuates the mediational pathway of anticipatory enjoyment but not for social relatedness, whereas analytical thinking accentuates the mediational pathway of conversational value. Of practical relevance to those designing group buying websites is that offering an additional discount to buyers if they are willing to expend the effort to form a larger group not only reduced the number of individuals indicating that they would not make a purchase at all, but about a quarter of respondents indicated that they would endeavor to find additional buyers. In addition, there is a clear preference for experiential goods; and for material goods, the findings suggest drawing attention to the experiences that material goods offer.

Do customers always adopt buy-online-and-pick-up-in-store service? Consideration of location-based store density in omni-channel retailing

An increasing number of retailers and researchers regard buy-online-and-pick-up-in-store (BOPS) as an important strategy of omni-channel operation. Although many studies focus on the implementation results of the BOPS mode, few explore the antecedent variables that shape its effects. By analyzing 420,020 online transactions (including 33,546 BOPS orders) generated by 110,909 customers via an omni-channel retailer, we empirically examine the impact of retailers' store density at different distances from customers' locations on BOPS adoption behavior. User characteristics, including channel preference and online purchase experience are considered as boundary conditions in this study. We control for relevant factors, conduct several additional analyses, and perform various robustness checks to validate the consistency of our results. Our research shows the significant positive effects of retailers' store density in medium distances on customers' BOPS adoption. However, retailers' store density at short-distance has a negative influence on customers' BOPS adoption. We also find that channel preference and online purchase experience show different moderating effects in the influence of retailers' store density at two difference distances on customers’ BOPS adoption. Our findings generate important theoretical and managerial implications, and suggestions for future research are discussed in detail.

Value stream mapping from the customer's perspective: expanding concepts, representations and key performance indicators based on a typical real case study

PurposeThis study aims to improve the buying experience for both customers and providers by presenting a conceptual basis which seeks to expand the usual understanding, representation, mapping and measurements of the different value and non-value stages of a customer purchase journey (CPJ).Design/methodology/approachInspired by the precepts of lean thinking, with emphasis on the value stream mapping method, the approach is based on an in-depth analysis of a real and typical e-commerce acquisition of an electronic customised product (a mobile phone) during the COVID-19 pandemic.FindingsThis study demonstrates different types of consumer stages, values and wastes for the CPJ. This allowed the development of a mathematical formulation – named customer journey engineering (CJE) – from which improvements of the different categories can be identified. Exemplifying with those whose implementations require no further efforts or costs, the following results could be readily obtained in the case studied: a reduction of 96 h of non-value activities, an improvement of approximately 15% of the established index for customer satisfaction and avoidance of loss worth US$50 for the analysed customer.Research limitations/implicationsThe consistency and applicability of the qualitative and quantitative findings presented here should be examined further in other customer purchase scenarios, allowing enhancements of the CJE approach.Originality/valueRegardless of the context in question, this investigation attempts to identify and precisely define any common universal elements, often overlooked, which constitute the structure of any CPJ and are crucial for its understanding and improvement.

Why Do(n’t) We Buy Second-Hand Luxury Products?

Global sales of second-hand luxury products are steadily increasing. To better understand key drivers for purchasing second-hand luxury products, a survey was conducted including 469 respondents. The study not only includes existing customers, but also non-customers and thus potential future clientele. Based on the theory of planned behavior, the components of attitude, subjective norms, perceived behavioral control, and individual motivators (creative, economic, ethical, nostalgic, sustainable) were investigated. Using structural equation modeling, the results support the influence of attitude, past purchase experience, perceived behavioral control, and subjective norms on purchase intention. Attitude, in turn, is mainly impacted by economics and ethics as individual motivators. Further, subjects were asked to state their own definition of luxury and to name individual reasons for and against second-hand luxury products. Thereby, quality turned out to be double-edged: on the one hand, second-hand products were able to prove their quality, on the other hand, the fear of counterfeits and unhygienic products was cited. Overall, consumers of second-hand luxury goods are heterogeneous and have different buying experiences with one or more of the three categories: new luxury goods, second-hand luxury goods, and second-hand products. The study thus expands the understanding of the transformation within the (second-hand) luxury industry.

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Design and Application of Marketing Intelligent Platform Based on Big Data Technology

The progress of big data technology has promoted the development of intelligent marketing for education companies. The online course selection system on the official website of the education company can provide users with online course selection and purchase services. The early marketing conversion rate remained below 0.09% throughout the year. After the analysis of the marketing department, it is found that there are some problems on the official website, such as a low marketing conversion rate. To improve the marketing conversion rate of the official website, the marketing department puts forward business needs. The experiential marketing strategy has been formulated, and it is planned to implement experiential course purchase and secondary marketing on the official website. The IT R & D department has established a big data marketing intelligent recommendation system project to meet the business needs put forward by the marketing department. Firstly, use the big data real-time computing technology to collect the user behavior information of users screening courses on the official website. Real time analysis of user behavior information can predict the courses given to users, which is conducive to the purchase of courses. Then, use the big data machine learning technology to integrate the marketing activity opportunity data in each marketing activity opportunity management system and establish a user portrait. For users who have participated in online or offline marketing activities but have not purchased courses, offline predict the courses and classes that can be recommended to users to carry out secondary marketing for them. Finally, the information of recommendable courses and classes predicted in real time and offline is displayed in the display area of the official website, which makes the marketing conversion rate of the official website reach 0.20%, which is 125% higher than that of the original official website.

The Relationship between Attachment Styles and Compulsive Online Shopping: The Mediating Roles of Family Functioning Patterns.

The rapid expansion of e-commerce has made the buying experience faster, potentially anonymous, and without limits of space and time. While this may produce benefits, for some individuals, online shopping can become an addiction. Therefore, the present study aimed to explore the psychological factors that may be associated with Compulsive Online Shopping, with a specific focus on the role of Attachment Styles and Family Functioning patterns as risk or protective factors. The study involved a sample of 306 participants (Mage = 31.86 years, SD = 11.925) who filled out an online survey consisting of the Compulsive Online Shopping Scale, Relationship Questionnaire, Family Adaptability and Cohesion Evaluation Scales-IV, as well as a demographic questionnaire. The results showed two significant parallel mediation models. In the first one, Secure Attachment was negatively and significantly related to Compulsive Online Shopping, with the mediation of Cohesion and Enmeshed Family Functioning. In the second one, Fearful Attachment was positively and significantly related to Compulsive Online Shopping, with the mediation of Cohesion and Enmeshed Family Functioning. Important implications for preventive activity and tailored interventions may emerge from these data.

중국 B2C 글로벌전자상거래 소비자의 구매체험 요인이 재구매 의도에 미치는 영향에 관한 연구

With the recent development of B2C global e-commerce and the development of IT technology, global e-commerce platforms have emerged. Through this, the development of the cross-border trade environment was promoted, and opportunities for corporate globalization in the production and sales of products and services were rapidly increased. This study was theoretically based on S-O-R (stimulus-organism-response). Here, the purchasing experience involved in using B2C e-commerce is looked at from three perspectives: convenience experience, product quality experience, and logistics service experience. The subjects of this study are consumers in Shandong, China who have experience using Alibaba, Jingdong and in order to collect appropriate data, the 山东省电子商务协会, 山东省跨境电子商务协会, 山东省电子商务促进会, 山东省电商研究中心 were mainly referred to. For the empirical analysis of this study, descriptive statistical analysis and hierarchical regression analysis were performed through SPSS 26.0 statistics. As a result of the analysis, it is possible to verify the significant effect of purchase experience on repurchase intention through customer satisfaction when purchasing products on a B2C global platform.

The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China.

This paper systematically investigates the impact of consumers’ health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers’ health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers’ health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers’ health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers’ traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice.