Factors Affecting Consumer Attitudes Research Articles

Does Facebook Advertisement Matter to Entice Customers’ Responses? An Integrated Technology Acceptance Model

Facebook advertisement for food-related information is widespread on social media platforms. However, the effectiveness of this food advertisement in reaching out to the target consumers needs to get more attention. This study fills the gaps by determining the factors affecting consumer attitudes towards food advertisements on Facebook, their intentions to receive them, and their behavioural response. A research model was developed using the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Advertising Value Model. Specifically, this study investigates the relationship between perceived usefulness, perceived ease of use, credibility, entertainment, informativeness, irritation, personalisation, and privacy concern attitudes towards food advertisements. This study deployed an online questionnaire to collect data from 206 Facebook users. Results show that perceived usefulness, entertainment, informativeness, irritation, and privacy concern significantly affect consumers’ attitudes, as well as the positive effect on consumers’ attitudes towards intention and behavioural response. The outcomes of this study may cast novel insight into the variables that influence consumer attitudes and responses to Facebook food advertisements and provides valuable knowledge for food marketers to create superior advertising campaigns on social media platforms.

Factors affecting consumer attitude and loyalty: evidence from a Philippine chain of fast-food restaurants’ smart retailing technology

Purpose This study aims to explore the influence of perceived value, enjoyment and novelty of fast-food chains’ smart retailing technology (SRT) on Filipino consumers’ attitude and loyalty. Design/methodology/approach Purposive sampling was used in identifying the respondents (N = 343). The participants were composed of consumers of the leading fast-food chains in the Philippines, where SRT using self-service ordering kiosks is being implemented. The hypotheses were explored using partial least squares path modeling, and predictive-causal was the study’s research design. Findings The results reveal that, among the factors, perceived enjoyment substantially contributes to the formation of favorable consumers’ attitude toward SRT. Moreover, perceived value was found to have a moderate effect on attitude while perceived novelty showed small impact. In terms of consumers’ attitude and loyalty, the two variables were found to have large positive and significant relationship. The moderation analysis shows that consumers’ attitude toward SRT has medium indirect effect on the relationship between perceived enjoyment and loyalty, while there is small indirect influence on the links between perceived value and loyalty, and between perceived novelty and loyalty. Originality/value As more and more fast-food establishments are adopting the use of SRT via self-ordering kiosks, the present study is the only study in the Philippine context that explores how perceived value, enjoyment and novelty affect consumers’ attitude and loyalty.

Assessment of Factors Contributing to Consumer Attitudes and Preferences toward Chantenay Carrots using the CHAID Model

Increasing the consumption of fresh vegetables to the recommended dietary guidelines by the World Health Organization (WHO) is the top priority for many national policy makers and horticulture businesses. One growth strategy which has been shown to promote vegetable intake is introducing different vegetable varieties into the market. This research analyses factors affecting consumer attitudes and willingness to purchase a new variety of carrots imported to Australia from the UK—the Chantenay carrot. To better inform marketing tactics for this new variety and to provide insights for predictions for uptake, a general carrot usage and attitude survey was conducted in four Australian states (N = 300). Results indicated that: sustainable packaging options; the size of carrots; cooking tips; taste; and place of origin were attitudinal triggering factors for purchasing fresh carrots in this sample. These factors were compared to the characteristics of the Chantenay variety using a CHi-squared Automatic Interaction Detection (CHAID) model to gauge the likelihood of acceptance and uptake of the variety within the larger Australian population. This study benefits marketing practitioners and horticultural businesses to develop a new vegetable variety that meets consumer preferences successfully.

Factors affecting consumer attitudes towards using digital media platforms on health knowledge communication: Findings of cognition-affect-conation pattern.

As the world enters the second year of the pandemic, many posts are marketed to promote products under the guise of spreading knowledge to fulfill the users' requirement for health knowledge. Current research, however, has primarily focused on methods to improve health literacy rather than the impact of this new form. To remedy this deficiency, this research use Cognition-Affect-Conation Pattern (CAC) to investigate digital media users and to determine attitudes towards this new form and influential. Data was collected in December 2021 from 314 users in Guangzhou, China, via a Likert-type scale developed by the researchers. Regression analyzes were also performed. Research has shown that consumer attitudes in health knowledge marketing fall within the standard learning hierarchy, with consumer self-cognition and information quality cognitions showing a positive relationship with their affect and conation. At the same time, affect did play a mediating role in this model. The results of our study provide constructive solutions for companies to optimize the communication environment of health spread in society. The findings not only provide researchers with a new perspective to study the impact of interactive digital media communication on health knowledge, but also help identify users' information needs and formulate effective strategies to increase consumers' understanding and application of health knowledge and products. Providing health knowledge content and leveraging digital media to develop well-established communication channels is important to foster relationships with customers.

Factors affecting consumer attitudes towards SMS advertising in the Palestinian banking sector. The moderating role of national culture

ABSTRACT The purpose of this paper is to examine the factors affecting consumer attitudes towards SMS advertising in the Palestinian banking sector: The moderating role of national culture) from a consumers’ point of view. An empirical study was conducted using a survey questionnaire to collect primary data in order to test the hypotheses. A structural equation model (SEM) technique is employed to analyze the data collected from 424 banks’ clients. The findings show that national culture acts as a moderating variable in managing the relationship between (i.e., relevancy, entertainment, informativeness, irritation, and creditability), and consumer’s attitudes towards SMS advertising indicating its importance for marketers when they communicate via SMS with their clients for advertising purposes. While this paper builds on previous work, it also offers results that can help researchers and practitioners in their hunt for SMS advertising success.

Factors affecting consumer attitudes to fungi-based protein: A pilot study

Meat substitutes using alternative proteins can facilitate sustainable diets without compromising animal welfare. The fungal protein, also called mycoprotein is the biomass that results from the fermentation of a filamentous fungus. This paper reports the results of a consumer acceptance study of fungal protein-based meat substitutes using a mixed-method design with a web-based survey and a series of semi-structured interviews amongst European participants. Based on the description provided in the survey, 56% of participants were not directly familiar with fungal proteins but they understood its potential societal benefits. The overall Food Technology Neophobia Score (FTNS) of the sample was moderate (M = 40.0, range = 19–62), with more neophilic participants (52.9%) than neophobic (47.1%). FTN was a significant but weak predictor of Perceived Benefits (PB) and Purchase Intentions (PI). Younger participants perceived fungal proteins more positively, and city-dwellers had higher PI than rural dwellers. Reducetarians were more likely to purchase fungal proteins, compared to unrestricted omnivores. Participants with lower acceptance of fungal proteins’ association with mould had significantly lower PI than those who were comfortable with it. In turn, familiarity with fungal protein was positively associated with mould acceptance. The qualitative data suggested that the sensory attributes were the most important factor in the acceptance of meat substitutes. The participants also valued clean label products which were perceived as healthier. Familiarity with other products containing mould seemed to assuage concerns and drive acceptance of fungal protein. The findings suggest that the overall acceptance of fungal protein is still rather low. This may be attributed to the perceived low appeal and tastiness of available fungal protein products.

Consumer ethnocentrism and attitudes towards local products: A case of Kenyan consumers

This paper entails a study that was conducted to investigate the existence of consumer ethnocentrismand the attitudes towards locally made products among Kenyan consumers. The study is founded onthe different perspectives of consumer attitudes towards domestic and foreign made products. Thesample for this study was drawn from adult customers who live in Nairobi. Altogether, the studysampled 385 respondents to whom questionnaires were distributed and, 315 completed and returnedfor analysis. The consumer ethnocentric tendency was measured using the consumer ethnocentrismscale developed by Shimp and Sharma in 1987 while consumer attitude was measured using a scalederived from the literature. Cronbach’s Alpha values of each construct confirmed that a good reliabilityexisted, hence appropriate to make inferences. Principle component analysis was employed todetermine the important factors affecting consumer attitudes. Four components were identified throughconfirmatory factor analyses which were labelled as: Patriotism; Economic Impact; Foreign Products;and, Made in Kenya Attitude. A structural equation model was developed showing the relationshipsbetween consumer ethnocentrism components and attitude towards made in Kenya products. Consistentwith other African studies, it was found that the Kenyan consumers were not ethnocentric. They werehowever concerned with the impact of foreign products to the economy and especially on employment.On the other hand, Kenyans were found to be xenocentric (preference for foreign made products.

What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.

Factors influencing Chinese consumer attitudes on the safety of aquatic products

AbstractDemand for food by Chinese consumers is shifting from necessities to safer food. We conducted an empirical study of 4,221 consumers of aquatic products in China. The purpose of this study was to identify the factors affecting consumer attitudes on the safety of aquatic products using a multinomial ordinal logistic regression model. The majority of the respondents thought the safety of aquatic products was very important, and thus paid more attention to this attribute. Chinese consumers have high preferences for aquatic products. Preference was highest in eastern China, followed by central China, and lowest in western China. Significant factors affecting the attitudes toward aquatic products include the gender, age, and education level of the consumers, consideration for the elderly and children, perceptions of the food safety of aquatic products, and monthly spending on aquatic products. Consideration for the elderly and children and the perceptions of the food safety of aquatic products were the biggest influencing factors.

Evolving factors influencing consumers' attitudes towards the use of eHealth applications: implications on the future of Neom.

BackgroundFactors affecting the adoption and use of eHealth applications have been extensively researched from different perspectives in different regions. However, with the changing circumstances (e.g. the coronavirus disease 2019 pandemic), new influencing factors might evolve and can influence the attitudes of consumers towards using eHealth applications. The purpose of this study was to identify and evaluate the evolving factors affecting consumer attitudes towards the use of eHealth applications and provide implications for the future of Neom.MethodsAn online survey questionnaire was used to collect data from 976 eHealth consumers in Saudi Arabia, which included 527 male and 449 female participants. Findings were analysed using the statistical means and standard deviations for each item in the questionnaire to analyse the role of each factor in depth. Statistical t-tests were used to identify significant differences between the groups categorised by age and gender.Results‘Necessity but not interest’ (mean 4.5 [standard deviation {SD} 1.12]) and fear (mean 4.5 [SD 1.13]) and psychological factors including depression (mean 4.4 [SD 1.54]), stress (mean 4.2 [SD 1.09]) and anxiety (mean 4.3 [SD 1.61]) were identified to be major evolving influencing factors, while other factors including performance expectancy, ease of use, enjoyment and incentives were identified to be comparatively less influential.ConclusionsIncreasing adoption of eHealth mainly due to necessity but not out of interest can have serious implications for patients and the adoption of eHealth technologies in the future.

Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market

Purpose: The paper analyzes consumer attitudes and related behavior towards organic products and determines the factors affecting consumer attitudes towards organic products andLithuanian consumers' choices. Methodology: Previous scientific works are analyzed and generalized in order to provide scientific substantiation for the research. A questionnaire survey is provided in order to approve the theoretically established factors in the Lithuanian market of organic products. The questionnaire is comprised of 23 statements representing eight latent variables: six possible reasons for the choice of an organic product (health issues; environmental concerns; food safety and quality; economic reasons; social reasons; psychological reasons) and two possible outcomes (intentions to choose organic products; actual organic product purchases). The survey results are based on the answers of 269 respondents representing the population of the four biggest cities in Lithuania. Findings: The results indicate the structural differences between theory and its application for the Lithuanian market; therefore, the factors are reestablished. The research results show the high level of Lithuanian consumers’ environmental consciousness; also, a willingness to share information relating to environmental issues with friends; and active engagement in sharing information about environmentally related issues. However, consumer awareness of the relationship between organic products, and health and quality issues is lower, indicating the necessity to be managed. Also, consumers do not express high agreement that organic products have to be more expensive; they do not intend to pay a higher price for them. Research results show that Lithuanian consumers do not choose organic products often and they also do not express conformable behavior (resulting from organic product purchases). Implications for theory and practice: The research results enable the ability to compose a clear framework of Lithuanian consumer attitudes and behavior towards organic products. The established factors affecting consumer attitudes and behavior can be further explored and modeled according to different market situations. Originality and value: Based on the results, companies can elaborate on effective marketing strategies fostering consumer attitudes and behavior in a particular way.

INVESTIGATING THE CUSTOMER BUYING BEHAVIOR OF FABRIC PRODUCTS IN INDIA

Purpose: The purpose of this study is to understand the variables affecting the consumers while purchasing the products and to identify whether the purchase of the products creates or disappointment leading to affinity towards handloom products. Design/Research Methodology/approach: Data were collected from 251 handloom product customers in Bhopal through a questionnaire and collected data is analysed with the help of Percentage analysis and Factor analysis. Findings: The attitude of the consumers towards handloom products was highly influenced by the attributes of convenience, attraction, expectation and awareness. Research Implications: The consumers prefer handloom products for their regular use and were of the opinion that their reaction will differ towards price changes of handloom products and hence, the sellers can consider these as the important elements while fixing of the prices of the handloom products. Scope for future work / Research limitations: This study mainly focused to identify the factors influencing the attitude of the consumers towards purchase of handloom products and also study about the consumer attitude depending on the demographic factors of the handloom product. The consumers attitude may also be assessed by including some more attitudinal factors. Further this contribution surveyed 251 respondents from a particular city; hence the result may or may not be applicable to the other cities or states in India. Originality/value: The analysis based on secondary data has found that there are various studies on factors affecting consumer attitude but this paper has taken demographic factors affecting consumers purchasing attitude towards handloom products. Key Words: Demographic factors, factor analysis, customer delight Paper type: Research paper

Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective

The advancement in technology is influencing the ways in which organizations conduct business and marketing activities. Mobile Marketing has become one of the most widespread media to communicate with potential and existing customers mainly in the form of text advertisements through the internet. This study is aimed at finding out the receiving and action-oriented attitudes of the youth towards mobile marketing, particularly the rate at which the youth use mobile marketing to determine the propensity to be influenced in their actions. The study also investigated the factors affecting consumer attitudes and their relationship with mobile marketing. The study employed descriptive and exploratory research methodology design and the data were collected using a structured questionnaire. Four hundred (400) questionnaires were administered to young people between the ages of 18 and 35 years in Accra and Three hundred and fifty 350 were used. We found a high rate of youth’s preference for mobile marketing messages and a relationship between youth attitude and mobile marketing messages and/or the youth’s attitude being influenced by mobile marketing messages. Finally, it revealed that there is a relationship between the youth’s receiving and action-oriented attitude and consumer factors that influence the use of mobile marketing.

Research Factors affect the consumption of men’s grooming products in Vietnam

Men's grooming products are very diverse and plentiful in the world today. In recent years, Vietnamese men have approached beauty trend, the old conception of beauty is also gradually changing. The demand for male beauty in Vietnam in recent years indicates that men's awareness of beauty products. The potential for grooming products for men in Vietnam is huge, but in-depth studies on this topic are limited. It is important to have specific studies analyzing the consumption of grooming products for men in Vietnam, contributing to promoting the potential of these products for business benefits. The study collected data from 458 respondents are male, analyzed the factors affecting consumer attitudes, thereby opening a specific view on men's grooming consumption in Vietnam.

FACTORS AFFECTING TO THE CONSUMER ATTITUDE TOWARDS GLOBAL LUXURY CAR BRANDS

Consumer attitude towards global luxury brands has been researched by many scholars around the world. The purpose of this paper is to discuss the factors affecting consumer attitude towards global luxury car brands. This study conceptualizes a new model to identify the factors affecting to the consumer attitude towards global luxury car brands. The study was conducted in four major provinces in Sri Lanka by selecting a sample based on the level of income and the aspirations to purchase a global luxury car brand in a time frame of 5 to 10 years. Convenience sampling method was adopted for the data gathering process and among the respondents, a total of 231 questionnaires were taken for the final data analysis. The data were analyzed by using SPSS package. The findings show that the Perceived Luxury Consumption, General Life Value, Self-Identity, Experiential Value, Brand Consciousness, and Brand Love have a positive effect on the consumer attitude towards luxury. Further, the findings show the importance of understanding the factors, which are affecting the consumer attitude, in developing marketing promotional messages. Luxury brand marketers could develop vertically oriented marketing promotional messages, for instance, messages emphasizing power, exclusivity, superiority, experiential value, conformity with the general life values and brand love, etc. would be progressively convincing and successful when directed towards aspirants who have a vertical orientation. Article visualizations:

An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

This study examines the factors affecting consumers’ perceptions regarding the credibility of YouTuber-generated product content (YGPC) and its perceived usefulness, and how such perceptions can influence attitudes and intentions towards YGPC use for purchase decisions. This study applies the maximum likelihood-based structural equation modeling approach to an online survey of 315 YouTuber followers. Our findings highlight the importance of investigating the dimensions of source credibility to understand better how YouTuber-generated content use affects attitude and behavior intentions regarding product purchase decisions.

A Study of Factors Affecting Consumer Behaviour Towards Electronic Durable Goods

Electronic durable goods have become essential household items to be used regularly in day to day life. The purpose of the present study was to identify and explore major factors affecting consumer attitude and subsequently behaviour towards the purchase of electronic durable goods. The study adopted a cross - sectional research design to accomplish the set objectives. A sample of total 514 respondents was selected from eight cities of Uttar Pradesh using convenience sampling method. Data were collected using a structured questionnaire which was prepared through extensive literature review. Data were analyzed using statistical techniques such as exploratory factor analysis, Mann-Whitney and Kruskal-Wallis tests on SPSS. The results indicated that exploratory factor analysis produced a total of five factors, which were identified as Perceived Quality, Price Consciousness, Brand Consciousness, Perceived Risk, and Advertisement. Moreover, demographic variables were also found influencing consumer behaviour towards electronic durable goods. The study contributed through the identification of significant determinants of purchase behaviour towards electronic durable goods. The findings of the study may be useful for marketers in devising their marketing strategies.

“Why do you dine at Korean restaurants?” An ethnic food consumption model approach

ABSTRACTThis study aimed to examine how people choose an ethnic restaurant based on the theory of planned behavior (TPB) to uncover factors that influence consumer decision-making in ethnic food consumption situations, particularly Korean food. Specifically, this study extended the original TPB model by incorporating consumer values and other variables that are theoretically related to the attitude formation, including familiarity and affective country image. The results showed that economic value, quality value, epistemic values, and familiarity were significant factors affecting consumer attitudes toward dining at Korean restaurants. Also, attitude, subjective norm, and perceived behavioral control significantly influenced consumer intentions to dine at Korean restaurants.

Factors Affecting Consumer Attitudes Toward Chain Super Store Brands in Bangladesh

Factors Affecting Consumer Attitudes Toward Chain Super Store Brands in Bangladesh

Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention

Manuscript type: Research paper. Research aims: This study aims to fill in the literature gap by examining the relationship between various antecedent factors affecting consumer attitude towards blogger recommendations and their purchase intention. Design/ Methodology/ Approach: A total of 384 questionnaires were collected and analysed using the partial least squares (PLS) approach. Research findings: The results highlight the relationships existing between consumer attitude and the antecedent factors namely, perceived usefulness, trustworthiness, information quality and perceived benefits. The study also confirms the mediation role of consumer attitude towards blogger recommendations. Most impor- tantly, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions/ Originality: This study provides a comprehensive empirical examination of the antecedent factors that contribute to consumer attitude towards blogger recommendations, previously examined by  different  researchers  in  separate  studies. It is found that trustworthiness is the main factor contributing to consumer attitude towards blogger recommendations, followed by information quality, perceived usefulness and perceived benefits. Attitude towards blogger recommendations is found to have a strong impact on purchase intention; it also serves as a mediator between the antecedent factors and purchase intention. Practitioner/ Policy implications: This study provides useful evi- dence which support the influential power of blogs as a type of effective integrated marketing tool. The findings also recommend some evaluation criteria for choosing and evaluating the effectiveness of blogger recommendations that influence consumer attitude and purchase intention. Overall, blogger recommendations have to be perceived as useful, trustworthy and carry good quality information before consumers can be influenced. Research limitation: This study is constrained by limitations such   as blog types and variables. Future research could be extended to include more diverse blog types, more contributing variables on attitude and a bigger geographical coverage.   Keywords: Blogger Recommendations, Consumer Attitudes, Infor- mation Quality, Purchase Intention, Trustworthiness. JEL Classification: M31