Higher Purchase Intention Research Articles

Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention

YouTube has emerged as an effective social media platform for brands to reach consumers through YouTube vloggers. However, little is known about how vlogger characteristics and video attributes affect consumers' perceived value and behavioral intention. Drawing on the stimulus‒organism‒response (SOR) framework, this research examines how video attributes (i.e., content quality and visual aesthetics) and vlogger characteristics (i.e., authenticity, interactivity, physical attractiveness, and expertise) influence followers' utilitarian and hedonic values, which consequently lead to continuance intention and purchase intention. The survey data collected from 1014 followers of the vloggers (i.e., beauty and technology) were analyzed by structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results show that visual aesthetics, authenticity, and physical attractiveness positively affect followers' utilitarian and hedonic value, whereas content quality, interactivity, and expertise positively influence followers' utilitarian values but not hedonic value. Utilitarian value positively impacts followers' purchase intention and continuance intention, whereas hedonic value positively affects followers' continuance intention but not purchase intention. Multigroup analysis reveals that these determinants generally have a greater impact on hedonic values for beauty vloggers, whereas they mostly have greater influences on utilitarian values for technology vloggers. The fsQCA results supplement the SEM findings and indicate six configurations for beauty vloggers and five configurations for technology vloggers that lead to high purchase intention or continuance intention. The findings provide a better understanding of vloggers' influence on followers’ perceived value and behavioral intention from vlogger characteristics and video attributes.

High-dietary fibers cereal bars containing malt bagasse by-product from the brewing industry.

The aim of this study was to use the malt bagasse by-product for developing high-dietary fibers cereal bars. Three formulations were tested and contained 0% (control), 19% and 24% of malt bagasse. The bars with malt bagasse were rich in dietary fiber and protein, with 6.06 and 26.35g/100g, respectively for samples with 19% of bagasse, and 8.43 and 26.22g/100g, respectively, for bars with 24% of this by-product. The total phenol content (TPC) of the bars with 19 and 24% of bagasse, was 100.37 and 192.13mg GAE/100g of sample, and the EC50 was 21.58 and 14.78mg/mL (DPPH assay), respectively. The incorporation of this by-product into the formulations enhanced their TPC and antioxidant capacity. These samples had a high sensory acceptance. The formulation with the lowest malt bagasse concentration showed high global acceptance (56%) and purchase intention. The sensory attributes that pleased the tasters the most, rated as "liked moderately," were the color and odor of both bars. Cereal bars showed an improved nutritional composition and antioxidant capacity after malt bagasse addition, and the formulation with 19% should be the best choice among the tested formulations, when considering the set of nutritional and sensory aspects. The malt bagasse was successfully valorized as an ingredient in a functional food, whilst contributing to the environment.

How humanlike is enough?: Uncover the underlying mechanism of virtual influencer endorsement

Social media and computer-mediated communication technologies have given rise to the emergence of virtual influencers and created a new digital landscape for online interactions. Although an increasing number of virtual influencers - computer-generated agents are developing partnerships with organizations and brands to connect with social media users, there is a paucity of research exploring the mechanism underlying the endorsement of virtual influencers. With an online experiment (N = 320), this study investigated the effects of using virtual influencers in branding. Particularly, we examined how variations in humanlike appearances affect two-dimensional anthropomorphism and para-social interaction in the communication process. In general, results showed that respondents perceived higher levels of mindful anthropomorphism and stronger para-social interactions with virtual influencers that had a more humanlike appearance, leading to more favorable brand attitudes and higher purchase intentions. No significant difference in branding effects was found between a highly humanlike virtual influencer and a real human. Additionally, the branding effects were not different between using a moderately humanlike virtual influencer and a highly humanlike one or a real human endorser via mindless anthropomorphism. Findings provide both theoretical and practical insights into using virtual influencers in branding.

Virtual Influencers in Advertisements: Examining the Role of Authenticity and Identification

As vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike features, in their marketing efforts. Although VIs are nonhumans, consumers still interact with them socially and emotionally. However, understanding is limited regarding the advertising effects of VIs and their humanlike cues. Therefore, the present research investigated how more versus less humanlike VIs influenced consumers’ advertising attitudes and purchase intentions. Also, two mediating variables underlying this relationship were investigated: authenticity and identification (i.e., perceived similarity and wishful identification). Two studies (N = 178, N = 162) using one-factor, two-condition (more versus less humanlike VIs) between-subject experiments were conducted. The results suggested that participants perceived more humanlike VIs as more authentic, leading to more favorable advertising attitudes and higher purchase intentions across the two studies. Only one study using the hedonic product showed that perceived similarity and wishful identification mediated the advertising effects. Implications for theory and practice are discussed.

Exploring the Impact of the Destination Blind Box Strategy on Consumer Purchase Intention

This study aims to explore the impact of the destination blind box (DBB) strategy on consumers purchase intention. This study aims to fill the gaps in existing research, explore the relationship between the launch of DBB products and consumers purchase intentions, and specifically find out the core audience distribution and purchase intention factors. This study adopts a mixed methods research design, combining literature review research and questionnaire survey analysis to draw comprehensive conclusions. The literature review shows that DBB products take advantage of consumers novelty hunting psychology, herd psychology and gambling tendency, leading to an increase in blind box consumption and enhanced travel motivation. Research shows that 86% of young people aged 18-35 have high curiosity and purchase intentions for DBB products. In addition, female respondents showed a stronger willingness to purchase compared to male respondents. However, participants aged 40-50 showed minimal curiosity and lower purchase intention due to unfamiliarity with the booking process and time and destination constraints. The implications of the study highlight the effectiveness of the DBB strategy in attracting younger consumers and satisfying their need for novelty and experience. Marketing managers of airlines and online travel agencies should focus on younger consumer groups and consider launching DBB products that cater to womens preferred destinations. Overall, this study contributes to the understanding of consumer behavior in the context of DBB strategies and provides practical implications for the aviation and tourism industries.

One pie, many recipes: The role of artificial intelligence chatbots in influencing Malaysian solo traveler purchase intentions

Artificial intelligence (AI) chatbots are pervasive in the travel industry and have significantly alleviated solo travelers' concerns in trip planning and booking. However, many existing AI chatbots have yet to meet the expectations of solo travelers, especially when they demand more personalized information to assist in travel decision-making. Based on complexity theory, this research examines the factors that stimulate solo travelers' purchase intentions when using AI chatbots, particularly covering the three main aspects of marketing efforts, communication quality, and affective characteristics. Drawing from a sample of 281 solo travelers, partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are used to examine the proposed relationships. The PLS-SEM results illustrate that interaction, entertainment, trendiness, communication competence, and satisfaction have significant direct effects on purchase intentions. The fsQCA results further revealed four solutions exhibiting high purchase intentions among solo travelers. Different core, peripheral, and necessary causal conditions in each configuration path were identified. The findings enrich the AI chatbot literature by examining the underlying reasons why solo travelers react differently to this emerging technology and produce practical recommendations for designing AI chatbot systems.

Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing

Our study examines the impact of product information presentation on consumers’ purchase intention through information processing (i.e., utilitarian and hedonic browsing) in the context of digital content marketing. This study initially confirms that the combination of social-oriented text with concrete images as well as task-oriented text with abstract images yield higher congruence since verbal and visual product information presentation are under the same construable level. Given this, we have conducted an experiment with a 2 (product information presentation: social-oriented text with concrete image vs. task-oriented text with abstract image) × 2 (product type: search product vs. experience product) × 2 (gender: females vs. males) (N = 202) between-subjects design. The results reveal that social-oriented text with concrete images encourages consumers to generate more hedonic browsing, thereby, higher purchase intention. These effects are contingent on the product type and gender, where females exhibit a greater intention to buy experience products when product information is presented in social-oriented text with concrete imagery compared to task-oriented text with abstract images, which is mediated by hedonic browsing. Our findings offer insights to managers for optimizing product information presentation in the realm of digital content marketing.

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

AbstractGiven the rise of marketing through social media influencers (SMIs), this study aimed to investigate the influences of source credibility and content validity factors on followers' attitudes and intention to purchase brands endorsed by SMIs through brand engagement and brand expected value. The study assessed the moderating effect of product–influencer congruency. Data were collected from 429 individuals in Iran and were assessed using the “partial least squares” (PLS) and “fuzzy‐set qualitative comparative analysis” (fsQCA) approaches. PLS results affirmed the significance of all direct relationships except the role of entertainment value on brand engagement and informativeness value on brand expected value. Product–influencer congruence positively moderated the effects of trustworthiness and expertise on brand expected value. fsQCA identified five solutions with various combinations of elements that lead to high purchase intention. The results of performing fsQCA revealed that three factors, namely attractiveness, entertainment value, and attitude, are necessary to achieve high purchase intention. fsQCA results challenged the PLS findings, indicating the importance of using an asymmetric approach in conjunction with PLS. Our study provides valuable insight for marketing influencers and practitioners on the importance of source credibility and content value factors in enhancing the effectiveness of SMI marketing activities and persuading customers to purchase endorsed brands.

Consumers’ response to CSR statement type in social crowding

PurposeBased on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on consumers' purchase intention.Design/methodology/approachThe authors conducted two empirical experiments on a total of 508 subjects.FindingsThere is an interactive effect between social crowding and CSR statement type on consumers' purchase intention. Specifically, in high social crowding situations, concrete CSR statements lead to consumers' higher purchase intention, while in low social crowding situations, abstract CSR statements lead to consumers' higher purchase intention. Self-construal and processing fluency play a moderating and mediating role in the mechanism.Originality/valueThis research study contributes to the theoretical understanding of the interaction between social crowding and CSR statements, enriching the field of consumer behavior research on social crowding. Additionally, it offers practical insights for enterprises on how to present CSR information in crowded situations.

Restrictively Framed Promotions Hurt Retailers: The Role of Promotion Induced Reactance

Retailers offer many in-store promotions to increase sales. In-store price promotions, and especially, multiunit discounts, are common across retail settings. The purpose of this research is to propose and test the impact of a prevalent, but unexamined, multiunit promotional frame (discount with “must buy X”) on consumers’ perceptions of value and purchase intention. We argue that a promotional frame that explicitly mandates the minimum purchase quantity that consumers need to buy to avail of the promotion is perceived unfavorably by consumers. As an alternative to this restrictive promotional frame, we propose the economically equivalent but differently framed promotion (discount with “bundle of X”). Our findings show that, compared to the restrictively framed promotion (“must buy”), a promotion framed as a “bundle” leads to lower promotion-induced reactance, and thereby, higher perceived value, and higher purchase intention. We discuss the theoretical and managerial implications of these findings.

The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image

This study aimed to explore the influence of cultural values on the development of attitudes toward cultural products and purchase intentions while considering country image as a mediating variable in this relationship. Cultural dimensions were categorized into five groups: power distance, uncertainty avoidance, individualism, masculinity, and long-term orientation. A web-based questionnaire was distributed to 974 Asian consumers who had purchased and used foreign cultural products. Data analysis was conducted in two stages: exploratory factor analysis (EFA) using SPSS, and structural equation modelling (SEM) using EQS 6.4. The results revealed that power distance, individualism and collectivism, uncertainty avoidance, and masculinity had significant positive impacts on attitudes toward cultural products, whereas long-term orientation did not. Positive attitudes toward cultural products are linked to high purchase intent. Country image was identified as a mediator in the relationship between attitudes toward cultural products and purchase intention. This study contributes to the literature by identifying and explaining the relationship between cultural values and consumer behavior, and selecting and consuming these consumers’ rational, emotional, and reasonable cultural products. It is necessary to increase explanatory power by developing various cultural values and introducing additional variables, as in Hofstede’s theory of cultural value. The practical and theoretical implications of this study are outlined in the conclusion.

Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers

The present research investigates how masstige strategies affect consumers’ attitudes toward masstige and their intention to purchase masstige brands. An exploratory qualitative study and two experimental designs compared the response of consumers from two nationalities—Chinese and Franch. Chinese consumers generally express a more positive attitude and higher purchase intention toward masstige than French. The article further disentangles the role of the masstige strategy (accessory vs. sub-brand) by accounting for self-construal. Chinese consumers recognize the prestige of the parent brand in masstige sub-brands more than French consumers, and exhibited a more positive attitude and higher purchase intention toward said sub-brands. Meanwhile, French consumers were more accepting of masstige in the form of new product lines, such as accessories. From a managerial standpoint, companies need to tailor their masstige messaging to different consumer targets: for instance, by emphasizing durability and status for Chinese consumers, but intrinsic luxury values for French consumers.

Differences in Choice Attribute and Purchase Intention of Home Beauty Device According to Skin Condition

This study conducted a survey with a total of 310 women of more 30 years of age living in the country in order to analyze the skin status and study the selective attributes of home beauty device and purchase intention. As the results, in a result analyzed the skin condition, the subjects showed mostly many combination skin and oil only in the T-zone area in the oily state. In the moisture state, they showed partially pulled and sometimes trouble occurs. In the keratin state, they showed a lot of keratin and acne (pimples) often. Biggest concern of them also was acne. As a result of analyzing selective attribute of home beauty device according to skin conditions, they concerned overall quality mostly. They appeared high combination skin in the selective attribute. Furthermore, they exhibited highly sensitive, oily, and combination skin and then they appeared high neutral and acne skin in brand selection, Finally, as a result of analyzing whether there was a difference in the intention to purchase a home beauty device according to the skin condition, the skin condition showed statistically significant difference (p<.01). Subjects possessing acne skin, greasiness due to excessive oiliness, dryness and pulling or pulling, skin trouble condition, and a lot of dead skin cells showed high purchase intention. They also frequently showed high purchase intention when occurred often acne (pimples), enlarged pores or capillaries and redness.

Through rose‐tinted glasses: How inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations

AbstractResearch indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step (with the creation of an information gap) and resolving it in the second step creates a positive affective experience. Upon receiving curiosity‐resolving information after becoming curious, consumers are less skeptical toward the advertised product, which leads to a more favorable attitude and a higher purchase intention. Based on four studies, we demonstrate curiosity's skepticism‐reducing effect, its downstream consequences, and the underlying mechanism of positive affect. We show that this curiosity‐stimulating way of information disclosure caused the effect instead of the information itself, which remained constant. The effects occur for integral curiosity, directed at the focal product, and for incidental curiosity, elicited by an unrelated stimulus. These results contribute to understanding consumer responses to curiosity‐evoking advertisements, which are widespread, and provide implications for consumer psychologists, practitioners, and policy makers.

How and when tryvertising works in P2P accommodations

This study explores the potential of tryvertising in accommodations using an experimental research design. By building a moderated mediation model, this research offers theoretical underpinnings to comprehend how and when tryvertising works in peer-to-peer accommodations. The results demonstrate that tryvertising is more effective in Airbnb than in a hotel context, and more effective in an entire property than a private room in Airbnb. Different accommodation settings represent different levels of territoriality, with higher territoriality leading to higher psychological ownership, and hence higher purchase intentions towards tryvertised products. Such effects are moderated by impermanence which is a threat to psychological ownership. This research suggests avenue marketers/hosts can optimize tryvertising effectiveness in peer-to-peer accommodations by increasing guests' perceived territoriality and psychological ownership.

What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective

E-commerce live streaming has become a popular emerging trend worldwide. However, as an obstacle to consumer decision-making, product uncertainty is still a concern in e-commerce live streaming contexts. Based on signaling theory and uncertainty literature, we propose that signal consistency can reduce product uncertainty and further facilitate consumers’ purchase intention. Moreover, using a sample of 338 live shoppers, we find that anchor-product fit and live content-product fit negatively affect product quality uncertainty but not product fit uncertainty. Danmaku content-product fit and self-product fit negatively influence product quality uncertainty and product fit uncertainty. Product quality uncertainty positively affects product fit uncertainty, and product quality uncertainty and product fit uncertainty have significant negative effects on purchase intention. Additional analyses suggest that four signal consistency cues and two product uncertainty can be combined in three causal configurations to induce high purchase intention. This study extends relevant theory and literature and guides management decisions for e-commerce live streaming sellers and platforms.

Potentially Synbiotic Yellow Mombin Beverages: Stability during Refrigerated Storage, Physicochemical Characteristics, and Sensory Properties.

This study aimed to develop potentially synbiotic yellow mombin (Spondias mombin L.) beverages added with fructooligosaccharides and Lactiplantibacillus plantarum NRRL B-4496. Six formulations of yellow mombin beverages were prepared to measure the influence of fermentation and pH, which was adjustment to 4.5 for stability and quality parameters. Formulations were evaluated for probiotic survival, pH, titratable acidity, total phenolic compounds (TPC), and antioxidant activity for 28 days at 4 °C. Additionally, the proximate composition, color, sensory aspects, and survival to simulated gastrointestinal conditions were studied. At 21 days of storage, the viability of L. plantarum was 9 CFU/mL for the fermented symbiotic (SYNf) and non-fermented symbiotic with adjusted pH (SYNa) formulations. In addition, the fermented synbiotic with an adjusted pH beverage (SYNfA) showed a count of 8.2 log CFU/mL at 28 days. The formulations showed a high TPC (234-431 mg GAE/L), antioxidant activity (48-75 µM trolox), and a potential use as low-calorie beverages. The SYNf formulation showed an acceptability index higher than 70% and a high purchase intent. The SYNf and SYNa formulations maintained suitable probiotic counts after exposure to the simulated gastrointestinal digestion. Therefore, it was possible to develop a new potentially synbiotic yellow mombin beverage with a high sensory acceptance, supplying the market with a new functional food alternative.

Exploring the Impact of Consumers' Attitudes towards Green Advertisements on the Intention to Purchase Green Products: The Mediating Role of Environmental Responsibility

It is widely known that environmental degradation caused by human behaviors that are incompatible with the natural world, and the excessive misuse of natural resources, leads to changes in consumer behavior. This change involves a greater sensitivity to the environment and a preference for products that are less harmful to the planet. This study aims to determine the impact of green advertisements on the intention to buy eco-friendly products and the mediating role of environmental responsibility in this relationship. Data for the study was collected through an online questionnaire from 794 millennials from the Y generation. The study used the "purposive sampling" method, which is a non-probabilistic sampling technique. The collected data was analyzed using AMOS and SPSS software through structural equation modeling and a structural mediation model. The research findings show that attitudes towards green advertising affect environmental responsibility and intention to purchase green products, with environmental responsibility playing a mediating role in this relationship. Furthermore, it was observed that Y-generation individuals' attitudes towards green advertising, environmental responsibility, and green product purchase intentions differ based on age, education, income, marital status, and whether the family has children or not. The study's results indicate that positive attitudes towards green advertising and environmental responsibility may lead to high purchase intention, which could contribute positively to the long-term solution of environmental problems. Advertisers who take into consideration the demographic characteristics of the Y generation could develop green advertising strategies that promote permanent positive behaviors in the name of the environment. This study provides a detailed investigation of consumers' attitudes towards green advertising, focusing on the Y generation. The driving force behind this research is the absence of studies on the Y generation, which is considered a critical force in solving environmental problems and accounts for approximately 26 million people in our country's population. &nbsp

The effect of value proposition on purchase intention of clothing products at PT Vendor Indonesia

A company will compete to provide the best service to its consumers, starting from the value offered to the quality of the products that consumers will use. Each company has its own characteristics in offering its value proposition to consumers, one of which is carried out by PT Vendor Indonesia. Before offering its products to consumers, PT Vendor Indonesia has analyzed the market first, regarding the consumer experience in using convection, they said that when using convection services for clothing needs such as making t-shirts, jackets, airy shirts, and others, several times encountered problems in terms of poor product quality, order incongruities, irresponsible convection, improper project creation time, and other issues of previous convection they've used. This study aims to determine the effect of value proposition on consumer purchasing intention on the convection of PT Vendor Indonesia. Purchase intention is an action in the form of a desire or desire and is carried out before making the purchase process. The value proposition is to create each different consumer segment by connecting the essential elements that each segment needs. The samples used in this study were students who knew the convection of PT Vendor Indonesia or who had made purchases on the convection of PT Vendor Indonesia, with a total of 160 respondents. This sample uses a purposive sampling technique with the SPSS 26 multiple linear regression method. The results showed that the value proposition variables consisting of functional value, economic value, emotional value, and symbolic value have a significant influence on consumer purchase intentions, meaning that the value of consumer value offered affects the high and low product purchase intention at PT Vendor Indonesia.

Research on the Influence of Promotion Types and Scarcity on Consumers' Purchase Intention in The Context of E-commerce Live Broadcasting

E-commerce live broadcasting has become a popular form of e-commerce sales. Compared with traditional marketing channels, e-commerce live broadcasting can more influence consumers' purchasing behavior. Based on relevant theories such as frame effect theory, commodity theory and scarcity effect, and combined with practical marketing problems of e-commerce live broadcasting, this paper discusses the influence of scarcity on consumers' purchase intention under different promotion methods in the context of e-commerce live broadcasting, as well as its internal mechanism. In this paper, we publish online questionnaires on the data platform to collect the required data. SPSS and AMOS software are used as analysis tools to analyze the collected data. The results of experiment 1 show that when anchors use price discount promotion in live broadcast, compared with limited time, the use of quantity limited can stimulate consumers to have higher purchase intention. When the host adopts the gift promotion method, compared with the quantity limited, the use of limited time can better stimulate consumers' purchase intention. The results of experiment 2 show that, when price discount promotion is adopted, perceived value plays an intermediary role in the influence of quantity limited on consumers' purchase intention, discount range plays a moderating role in the relationship between quantity limited and purchase intention, and discount range can effectively regulate the relationship between quantity limited and purchase intention through the intermediary of perceived value. The results of experiment 3 show that when the gift promotion method is adopted, perceptual arousal plays an intermediary role in the influence of time limit on consumers' purchase intention, and the gift correlation plays a moderating role in the relationship between time limit and purchase intention.