Future Purchase Behavior Research Articles

An Analysis of Artificial Intelligence Implications and its Impact on Marketing. A Systematic Review

Artificial intelligence (AI) is being used by marketers to track and forecast the future purchasing behaviour of their target audience and to gain further insights into their journey. The three areas of artificial intelligence that best demonstrate its potential are machine learning, big data, and resilient solution. Big data allows marketers to quickly and manually sort through enormous amounts of data and combine it. Businesses can use this information to ensure that the correct message is sent through the right channel to the right target at the right time. Marketers can use machine learning (deep learning) to analyse and interpret vast amounts of data. They have the ability to predict consumption trends and keep an eye on, assess, and analyse consumer spending and behaviour. Effective decision-making proves that we live in a time when robots can think like humans and have a complete comprehension of the universe. Automated systems have the ability to promptly identify concepts and trends throughout diverse datasets, interpret human emotions and actions, and provide pertinent customer support. They have the ability to quickly predict the decisions and actions of their clients and use that knowledge to solve issues down the road. More innovative and intelligent ads, reliance on bots, better content delivery, continuous learning, prevention of fraud and data breaches, sentiment analysis, voice and image recognition, predictive customer services, sales forecast, customer segmentation, etc. are just a few of the ways that marketers can expect a greater impact from AI in the coming years. The study aims to explore how artificial intelligence has changed the marketing environment overall, as well as to better comprehend the function that AI plays in it.

Ranking on user–item heterogeneous graph for Ecommerce next basket recommendations

Recommender systems have become an indispensable engine for online applications, which can help users locate the items they need among numerous other candidate items. Despite the success of general models, sequential recommender systems based on sequential patterns have garnered attention, especially in e-commerce, because customers do not necessarily purchase the same items over time. Markov chains and neural networks are the most adopted models in previous studies, but few integrated user sequential order information and user numeric rating feedback. To simultaneously capture the time-aware demands and time-invariant interests of e-commerce customers, this study proposes a unique heterogeneous graph structure to model sequential buying order and rating feedback and develops a query-based recommendation approach to predict future purchase behavior. Experiments on four different datasets show that the approach demonstrates improved performance for different metrics.

When mindful consumption meets short food supply chains: Empirical evidence on how higher-level motivations influence consumers

Consumers have begun questioning the global agri-food system, seeking more sustainable alternatives to the conventional mode of food supply. Alternative food networks have been spreading globally, the predominant form of which is known as short food supply chains (SFSCs). The goal of this article is to advance our understanding of the motivations affecting consumer behavior towards SFSCs. To reach this goal, we drew from the mindful and sustainable consumption literature, and conceptualized an integrative framework of three higher-level motivations (i.e., health consciousness, ethical identity, and environmental consciousness) to determine what drives current (i.e., self-reported purchase behavior at the present time) and intended future SFSC purchases (i.e., self-reported intended behavior in the near future). We supplemented our model with the concept of domestic provenance importance, which reflects the importance consumers attach to familiar sources and adjacent spatial conditions of production, as well as with consumers' attitude change towards SFSCs due to the COVID-19 pandemic. Based on a survey sample of 1299 food consumers in three European countries (i.e., Germany, Hungary, Spain), we found that environmental consciousness had a strong effect on current purchase behavior. In contrast, ethical identity significantly influenced intended future purchase behavior. Health consciousness appeared to have only weak effects. Moreover, domestic provenance importance and attitude change towards SFSCs as a result of the COVID-19 pandemic exhibited a somewhat robust effect overall. Our study contributes to the burgeoning SFSC literature by documenting the differential influence of higher-level motivations on current and future purchase behavior, offering valuable insights to food policymakers and practitioners in quest of stimulating transformative action in food production and consumption.

Influence of Social Media Marketing on Customer Equity Drivers and Purchase Intention: Understanding World’s Most Valuable Brand - Amazon

Social Media is getting incredibly popular amongst brands and consumers both. This study aims to identify the constructs of perceived Social Media Marketing (SMM) activities of an e-commerce brand, Amazon and to evaluate the influence of those activities on customer equity drivers; value equity, relationship equity and brand equity and purchase intention using a PLS-SEM approach. The five constructs of perceived SMM activities are Interactivity, Informativeness, Personalization, Trendiness and Word of Mouth. The effects of SMM activities on value equity, relationship equity and brand equity were significantly positive. Out of the three customer equity drivers, only brand equity had a significant impact on the purchase intention, whereas value equity and relationship equity had no significant influence on purchase intention. The findings of this study will help the e-commerce brands to forecast the future purchasing behavior of their customers as well as manage their SMM activities.

Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate

This study explores the impact of an unexpected event on a consumer's future purchase behaviour in the online platform during an online shopping festival. This study aims to examine whether the consumer's expectation mediates the relationship between the event novelty, event criticality, event disruption, and the consumer's willingness to participate, based on the event system theory and the expectation confirmation theory. The structural equation modelling is adopted in this study to examine the data of 551 respondents in China. The findings suggest that the consumer's expectation mediates the relationship between the event novelty, event disruption, and the consumer's willingness to participate. Furthermore, there is a significant difference between the event novelty and the event description. Thus, this study's value indicates that an unforeseen event description directly associates with a consumer's post-purchase behaviour, affecting a consumer's expectation of future purchase behaviour.

Food: Not Only Safety, but Also Sustainability. The Emerging Trend of New Social Consumers

Consumers’ purchasing choices are no longer based only on economic factors but also on ethical reasons related to environmental sustainability and food safety. However, nutritional information on food labels is underused by consumers. Often the lack or incompleteness of information available on the market obstructs the complex transition towards sustainable consumption patterns. This empirical study analysed a sample of 359 consumers from an area in Southern Italy (city of Naples) to identify homogeneous consumer clusters with respect to the assessment of the level of consumer attention to sustainable environmental, social behaviours in daily life, and also to safety attributes. The most important sources of information influencing the consumers’ choices, food safety knowledge, and future purchasing behaviour were analysed. The research sample was self-selected, and the questionnaire for the survey was administrated through a non-probability sample from a reasoned choice. The results indicate that the ideal solution is a five-cluster partition that confirms a good level of attention to intrinsic attributes, in particular food expiry, transparency of food information, food traceability, and seller confidence. In addition, the research could provide an opportunity to consider collaborative actions between policy makers and industries to increase consumer awareness of environmental attributes.

The cost of a broken promise: Understanding and mitigating the impact of failure in online retail

Retailers have long struggled with failure, i.e., the inability to supply the items that customers demand, when they demand them. In online grocery retail there is often a delay from the time an order arrives until it is picked in the store, which increases the risk of not fulfilling the customer order. Consequently, customers commonly receive orders where products have been substituted, where products are only partially fulfilled, or where products have been removed from the order all together. Upon these failures, the customer may change its future purchase behavior by purchasing less frequently, or making purchases of lower value. Using data from the online operation of a large grocery retailer, we evaluate the impact of failure on future purchases. We find that while failure has a minimal impact on churn, it severely impacts both the time until the customer makes the next purchase and the basket value of that purchase. For each failed item, customers wait a quarter of a day longer for their next purchase, and this purchase has a basket value that is 0.7\% smaller. We show that this impact depends on the product and customer characteristics. We also explore the role of the retailer responses to mitigate the effect of failure. We find that partial fulfillment and substitutions help the retailer control lost sales at the moment of purchase, but also negatively impacts the customer’s future purchase behavior. Based on these insights, we evaluate alternative policies to manage inventory and show that by selectively improving the service level for certain products and/or customers, retailers can substantially improve their revenue figures with minimal increase in inventory cost.

A Study of demographic factors of online shoppers in Lucknow, U.P, India

Online buying and shopping is a rising concept in the area of E-Commerce and is absolutely departing to be the future of Online shopping in Indian market. Majority of the firms are operating their online websites to promote and sell their products as well as services through online medium/website. In present scenario online shopping is very much used by Indians, its development is enormous in Indian online market. India is a large customer market place but still lacking as compared to global market. The future of development of online shopping has forwarded the plan of performing a study on online shopping market in India. This research work presents Qualitative and Quantitative research for Indian online market to study the impact and role of Demographic factors of customers in online shopping. The parameters, which we are considering like satisfaction of customers in online shopping market, future purchasing behavior, frequency of transactions in online shopping, total numbers of items bought, and total spending in online shopping. These data for the analysis was collected through Questionnaires on a sample of 125 respondents from Lucknow City. The results of this research indicates that online shopping market in India is affected by several Demographic factors such as marital status, age, family size, gender and income of the respondents. The results and analysis of this research may be further extended by the researchers for forwarding the future studies in this area.

O12 Utilizing Sensory Evaluation Methodology in the Development of Plant-based Protein Entrees for the National School Lunch Program (NSLP)

Background The National School Lunch Program (NSLP) provides 30 million meals daily to students across the United States. Offering plant-based protein entrees that students will like and consume during lunchtime is important to increase nutritional intake. Little is known about the acceptability of plant-based entrees in a student population or school lunch setting. Objective To utilize sensory evaluation methodology to assess acceptability, including overall liking (OL) and liking of specific sensory attributes (appearance, flavor, texture) of 3 newly developed plant-based protein entrees to be served as a part of the NSLP. Study Design, Setting, Participants Thirty freshman-level students at a high school in Georgia conducted sensory evaluation for 3 newly developed plant-based protein recipes (bean-based macaroni and cheese, lentil-based sloppy joes, sweet potato chili fries). Recipes were developed to meet NSLP standards to address the recent popularity of plant-based meat alternatives, and to incorporate the taste preferences of student populations. Measurable Outcome/Analysis Sensory evaluation ballots used a traditional 9-point hedonic scale to evaluate OL, specified sensory attributes (1 = dislike extremely, 5 = neither like nor dislike, and 9 = like extremely), and future purchasing behavior. Standard range for recipe acceptability is ≥7. Results The macaroni and cheese recipe had the highest mean OL = 5.70 (appearance = 5.2, flavor = 5.70, texture = 4.8). The sloppy joes had a mean OL = 5.4 (appearance = 3.9, flavor = 5.6, texture = 5.3). The chili sweet potato fries also had a mean OL = 5.4 (appearance = 4.3 flavor = 5.8, texture = 5.8). There was a statistically significant difference (α ≤ 0.05) for liking of appearance between sloppy joes and macaroni and cheese recipe. Conclusion Findings suggest sensory evaluation methodology can be useful in the development of healthy entrees that are responsive to taste preferences of the student population and will be both nutritious and profitable on the school lunch menu. Funding University of Georgia Department of Foods and Nutrition, Jackson County School District.

Analyzing Call Data Through Live Calls Using Sphinx Tool

For Improving the Business growth, the Business people try to know the customer's intension about their products. One of the best methods of collecting customer's feedback is telephone or mobile survey where customer service representatives(CSR) can interact with customers through phone calls and also record to analyze the customer's call data. The main issue of call data analysis through recorded files is a large amount of storage is required to store the audio files. This results increased costs, maintaining the hardware and software systems and manage a database system. In this paper we can directly convert the live calls into text files using speech to text (STT) algorithm and analyze these text files using Hadoop and MapReduce Framework for improving their future purchasing behavior.

Purchasing behaviour of ethnicities: Are they different?

This paper investigates actual purchasing behaviour of different ethnicities. Using a national representative sample of Chinese and Malay households in Malaysia, with their continuous purchases of toothpaste, body wash, packaged tea and plain sweet biscuits recorded over a two-year period of 2011–2012, we found that overall there is significant difference between purchasing frequency distributions of the two ethnic groups. However, after controlling for household size, we found mostly no significant differences between the two groups at small and medium household size, but a significant difference at large household size. We also found that the purchasing frequency distributions of the two ethnic groups are accurately modelled by the negative binomial distribution (NBD). The NBD also accurately predicts future purchasing behaviour of the different ethnic groups, highlighting a new application of Conditional Trend Analysis (CTA) in this context. Since both ethnic groups fit these models well, we suggest they follow the same underlying pattern of buying behaviour in consumer good categories and do not differ due to ethnicity.

An ethnocentric perspective of foreign multi-brand retail in India

PurposeThe purpose of this paper is to understand the ethnocentric tendencies of Indian consumers towards foreign multi-brand retailers (FMBRs), and the influence that such ethnocentrism has on their attitudes towards, and future purchasing behaviour from, these international retailers.Design/methodology/approachThe paper used a mall intercept method with a randomised data collection process to secure data from 119 organised retail shoppers in a major metropolitan Indian city. The analysis was carried out using analysis of covariance, bootstrapping mediation, multiple regression analysis, and Johnson’s relative weight analysis.FindingsTwo main results are as follows: concern for livelihoods of small retailers and a perception that earnings of foreign retailers are unjust are revealed as the most significant drivers of negative attitude towards FMBRs, and although high ethnocentric customers have a strong negative attitude towards FMBRs, they are open to the idea of making future purchases of goods that are not available with small retailers, from the foreign retail outlets.Research limitations/implicationsThe study sample is from a single metropolitan city, albeit one which serves as a miniature version of the Indian society. As a limitation, the results might not be generalisable to small, non-metropolitan Indian towns.Practical implicationsThese results provide valuable input regarding the marketing strategy and sustainability of foreign retailers planning to launch operations in India. For example, FMBRs should position themselves as not being in competition with existing small retail shops by offering a different array of products. Further, younger and more educated Indians are the least ethnocentric towards FMBRs, thus making them an attractive target segment.Originality/valueExtant research has studied consumer ethnocentrism of Indian consumers towards foreign brands and products, but not towards FMBRs. This paper attempts to fill that research gap.

The blocking effect of preconceived bias

Research has shown that preexisting individual biases about a product can have negative effects on future purchase behavior or use. While extensively studied in marketing, the role of informational blocking with regard to decision making about information technologies has not been investigated. This research explores the interplay of biases as a form of information blocking and explores these biased-blocking effects in the context of technology. Results show that while different types of experience have a significant effect on the decision to use a technology product, this effect is completely blocked by the preconceived bias of the individual about the technology.

Does intention translate into action? Investigating the impact of loyalty intention on future usage

PurposeThe purpose of the study is to develop a structural and a predictive model of the future purchase behavior of the consumers from value, quality and satisfaction and also finding the role of consumer loyalty in the above-mentioned model.Design/methodology/approachBased on survey and purchase data of a sample of 235 respondents, the authors have used structural equation modeling to develop a structural model and three-stage least square regression to develop and validate the predictive model.FindingsIn the structural model, the authors found that perceived service quality and network quality leads to customer satisfaction which also leads to loyalty intentions. However, neither past purchase behavior nor loyalty has significant predictive power to predict future usage. But the interaction effect of loyalty and past purchase predicts future purchase significantly.Research limitations/implicationsThe study went beyond structural model and developed a behavioral predictive model which can overcome self-reporting bias. Also, the study focused on the moderating role of loyalty in predicting future purchase quantity, thus contributing toward the theoretical understanding of the effects of loyalty.Practical implicationsOther than providing a forecasting model, the study helps the service managers to understand the importance of the relational constructs than the tangible constructs. Moreover, it also suggests optimally target the big buyers through the loyalty programs to ensure higher future revenues.Originality/valueThe study provides new insight on the impact of loyalty intention of consumer’s purchase behavior and shows the boundary conditions of predictive power of loyalty intention and past purchase on future purchase. Moreover, this is one of the very few studies that have focused on these relationships in Indian context.

The Mediation Roles of Purchase intention and brand trust in Relationship between social marketing activities and brand loyalty

The rise of social media significantly challenges the way of firms managing about introducing their brands. The literature on social media marketing activities (SMMA) has promoted specially in the field of luxury marketing. Building on the basic of web 2.0 social media applications have simplified and facilitated extraordinary growth in customer interaction in modern times. The objective of this study is to examine the role of affecting factors which influence Iranian luxury brands customers' attitude toward purchase intention and brand loyalty. A questionnaire was used for collecting data from a sample of 114 luxury brand customers in social media in Tehran, capital and metropolitan city of Iran. Structural equation modelling was applied to examine the impact of social media marketing activities on brand loyalty. The mediating role of purchase intention and brand trust is considered too. The results indicated that entertainment does not have positive impact on purchase intention, brand trust and brand loyalty. The results of this research enable luxury brands managers to forecast the future purchasing behaviour of their customers and provide a guide to managing their strategies and marketing activities in competitive environment.

Time effect of disconfirmation on online shopping

ABSTRACTTo succeed in the rapidly growing and highly competitive e-commerce environment, it is important to understand the relationship between the cognition and continued usage behaviour of online shopping customers as they relate to enhancing customer conversion and retention. A longitudinal perspective is adopted in this study and expectation disconfirmation theory is applied to examine how disconfirmation influences the relationship between customer expectations and repurchase intentions when considering the effect of time. This work aims at (1) identifying the relationships between the pre-purchase expectations and post-purchase attitudes of online consumers; (2) elucidating how previous purchase experience influences subsequent purchase intention; and (3) examining the moderating role of disconfirmation in an online shopping context. The results provide useful implications for the management of customer expectations and future purchase behaviour in customers with different levels of disconfirmation.

The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands

ABSTRACTThe reach of internet technology and social media has opened abundance of opportunities for marketers as well as for consumers across the globe. To anticipate future purchase behavior of consumers, marketers are not leaving any stone unturned. The main objective of this study is to investigate the direct and indirect impacts of social media marketing activities (entertainment, customization, interaction, word of mouth, and trend) on consumers' purchase intentions in luxury fashion brands. This study employed higher order Structural Equation Modeling to test the study model with (n = 243) sample data. We found positive significant impacts of social media marketing and customer relationships on consumers' purchase intentions. In addition, our study model confirmed full mediation of customer relationships in the relationship between social media marketing and consumers' purchase intentions. Based on our research findings, we strongly recommend that marketers of luxury fashion brands engage in social media marketing activities to provide value to customers.

“Mere Measurement Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior

In two studies (a longitudinal field experiment with an established business-to-consumer national chain, and a field experiment with a business-to-business software manufacturer), the authors demonstrate that starting a survey with an open-ended positive solicitation increases customer purchase behavior. Study 1, a longitudinal field experiment, shows that one year after the completion of a survey that began by asking customers what went well during their purchase experience, those customers spent 8.25% more than customers who had completed a survey that did not include the positive solicitation. Study 2 utlizes multiple treatment groups to assess the stepwise gains of solicitation, measurement, and solicitation frame. The results demonstrate (1) a mere solicitation effect, (2) a traditional mere measurement effect, and (3) an additional “mere measurement plus” effect of an open-ended positive solicitation; all effects increased customer spending. Specifically, starting a survey with an open-ended positive solicitation resulted in a 32.88% increase in customer spending relative to a survey with no open-ended positive solicitation. The findings suggest that firms can proactively influence the feedback process. Soliciting open-ended positive feedback can create positively biased memories of an experience; the subsequent expression of those memories in an open-ended feedback format further reinforces them, making them more salient and accessible in guiding future purchase behavior.

The Potential of Facebook Utilization in Women’s Undergarments Luxury Fashion Brand

. The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With the exponential growth of various social media, however, luxury brands face challenges in how to maintain brand integrity while keep up with the social media trend. Facebook pages have emerged as a commonly used marketing communication tools and marketing channel, because visiting luxury fashion brand Facebook may stimulate consumers' interest in using Facebook for shopping. The purpose of this paper is to examine how women's undergarments luxury fashion brand using Facebook as a marketing tool and how consumers are interacting with the brand by measuring the number of fans, comments, and accuracy of information provided. This paper is based upon a content analysis, inquiring into 30 women's undergarment luxury fashion brand Facebook pages. Data analysis revealed many undergarment luxury fashion brands appear to have in promoting their products and engaging customers through Facebook. One major problem was the absence of an updated Facebook page. The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers and provide a guide to managing their marketing activities as well.

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모바일 앱 사용에 영향을 미치는 요인에 관한 연구: 앱 카테고리 간 상관관계를 중심으로