Increase Purchase Intention Research Articles

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Although online retailing is applying livestreaming to promote both hedonic and utilitarian products, the differential effectiveness of utilizing this tool across the two types of products is still unclear. With an online experiment, the study found that livestreaming (vs. traditional e-commerce) is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products. By running a moderated serial mediation analysis, the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products. Therefore, our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products. Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming, the study not only provides a theoretical glimpse of where livestreaming is more effective and why, but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context.

That's not natural! Consumer response to disconfirmed expectations about ‘natural’ food

Natural claims on food products create a large number of positive expectations. This research aims to reveal which potentially disconfirmed expectations about ‘natural’ food are problematic as they harm consumer attitudes and intentions. In a pre-study (N = 160), we show that consumers expect natural-claimed food to be organic, locally produced, minimally processed, fresh, to ensure better animal welfare, and to be free from GMO, artificial ingredients, antibiotics, and hormones. In our main study (N = 2152), we show that the natural claim increases purchase intention, mediated via brand trust and product attitude. However, when consumers learn that their expectations may be disconfirmed, their brand- and product-related attitudes decrease, which in turn leads to reduced purchase intentions. These findings imply that food marketers can profit from the natural claim, but that there is a large potential for irresponsible food marketing and consumer deception, which can result in negative expectation disconfirmation. We also inform policy makers which product expectations should be considered for consumer protection against halo effects induced by the natural claim. Regulation or education about the meaning of the claim can help consumers to make more informed decisions.

Effect of Product Assortment, Internet of Things, Order Fulfillment, Green on Purchase Intention Through the Mediating Role of Shopping Assistance

Businesses are on a perpetual quest to increase purchase intention to increase product sales. Currently, this study is also an effort in a similar context where consumers’ perception of product assortment, internet of things, order fulfillment, green packaging, and green design are comprehended. Besides, the research entails understating the assistance given to the customers for product purchases, followed by the signaling effect of these factors on the brand’s shopping assistance. The impact of shopping assistance is empirically analyzed on purchase intention to grasp the phenomena. Data were gathered using an online survey form, and analysis was done using PLS-SEM. The empirical testing suggests that product assortment, internet of things, order fulfillment, green packaging, and green design on shopping assistance support purchase intention. The result also confirms meditation of shopping assistance in the proposed model.

When transparency pays off: Enticing sceptical consumers with two‐sided advertising

AbstractIt has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two‐sided) versus lower (one‐sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two‐ versus one‐sided appeals. We found that two‐sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two‐sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions.

Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions

Scarcity tactics are an essential tool for marketers. Cues that signal the current or potential unavailability of a product generally enhance its value and desirability and in turn increase purchase intentions. While there have been earlier reviews, the fragmented nature of the research to date means there is no cohesion across findings. Given that retailers employ a variety of scarcity cues in a diversity of settings, it is important to identify the magnitude of the effect of scarcity cues and how the effect on consumers’ purchase intentions changes across conditions. This research presents a meta-analysis of 416 effect sizes from 131 studies. Results show that demand-based scarcity is most effective for utilitarian products, supply-based scarcity for experiences, and time-based scarcity for high involvement products. The results show that managers need to consider the above factors to maximize the success of scarcity tactics in their marketing campaigns.

PAZARLAMADA ÜNLÜ KULLANIM STRATEJİSİ: TÜRK HAVA YOLLARI ÖRNEĞİ

ABSTRACT: In today’s highly competitive market, celebrity endorsement is a widely used marketing technique in marketing communications; a credible strategy endorsed by brands not only used to attract and engage target customers in local markets but also used to reach out the global communities in the overseas markets. Research findings show that celebrity endorsement, when used effectively, increases purchase intention and sales; enabling brand familiarity and awareness among consumers. This paper aims to explain the cultural foundations of the celebrity endorsement in the context of meaning transfer model; concurrently examining the Turkish Airlines (THY) celebrity endorsement strategy; a full service carrier operating in Turkey. THY proved itself as a successful brand in Turkey in the use of global celebrities in integrated marketing communications while reaching up to the global customer base; in summary ended up with positive outcomes.

The influence of Youtube beauty vloggers on Indonesian Muslim consumers purchase intention of halal cosmetic products

This study aims to analyze and explain the influence of YouTube beauty vloggers on Indonesian Muslim Consumer’s Purchase Intention of Halal Cosmetic Products. This study uses a data collection method with a questionnaire, with a quantitative approach. The population that is the object of research is muslim women in Tanjungpinang. The study sample numbered 100 respondents using purposive sampling techniques with convenience sampling approach. The criteria of respondents are muslim women aged 17-35 years who are domiciled in Tanjungpinang and use halal cosmetics. The analytical tool used in this study is SPSS 26. The results of this study show that YouTube beauty vloggers are very influential on purchase intentions with a coefficient of determination of 63.6%. With the YouTube beauty vloggers are able to influence consumer behavior and increase consumer confidence and able to increase purchase intentions on halal cosmetic products. It can be concluded that YouTube beauty vloggers have a positive and significant effect on purchase intentions.

CBEC 소비자의 증강현실 체험이 반품 우려감의 해소에 미치는 영향

This research emphasizes the importance of augmented reality (AR) experience technology to reduce consumers’ worries about product returns in CBEC platform. AR experience technology enables consumers to conduct virtual product trials by themselves in the surrounding environment immediately when they shop online. In this study, we developed a theoretical model for incorporating multiple research constructs cuts such as perceived information, perceived pleasure, perceived interaction, worries over product return, and purchase intention in CBEC environment. Several hypotheses in connection with the model were suggested and empirical analysis for 350 ethnic Chinese consumers around the world was made. The results of the study show that the perceived information and perceived pleasure in the AR feature can effectively reduce consumers' anxiety about returning goods. The lack of perceived interaction will weaken the relationship between perceived information and concerns over the return. In sum, the decrease in the fear of returning goods can effectively promote consumers' purchase intentions in CBEC platform. In other words, the AR experience technology can reduce consumers' psychological worriedness about returning goods, make them to trust the CBEC platform, and increase purchase intentions.

Pengaruh Social Media Marketing Terhadap Minat Beli Di Fortunate Coffee Cemara Asri Deli Serdang

Along with the technology that continues to develop until now, it can be seen in ancient times direct buying and selling transactions, but now people and business people are starting to switch to virtual markets and are used to transactions either selling, buying or marketing products. The tactics and strategies used by many business people use social media as a place to market their products or services which is also known as social media marketing which has proven to be very real in increasing sales. The purpose of this study was to determine whether there was an effect of social media marketing on purchase intention at Fortune Coffee Cemara Asri, Deli Serdang. The sample of this research is 60 customers, by using accidental sampling technique. Data analysis used simple linear regression test, while data processing used SPSS. The results of the correlation test between social media marketing and purchase intention of 0.660 means that it has a strong relationship. The results of a simple linear regression test show the results of Y = 8,648 + 0,476 X, which means that every increase or increase of 1 social media marketing unit will increase purchase intention by 0,467 times. Test results the coefficient of determination between social media marketing has a 43.6% relationship with purchase intention, while the remaining 56.4% is influenced by other variables not examined by researchers.

The mind of the beholder: congruence effects in luxury product placements

This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social classes before they view a luxury product placed in upscale or downscale movie scenes. In Study 3, participants read a news article that describes the placed luxury product as a genuine high-end product or as a discount brand.

CHSE-based healthy culinary as a strategy to increase consumer purchase intention in Malang City

The COVID-19 pandemic has made several culinary entrepreneurs in the city of Malang had a decline in turnover due to limited of tourists entering the city of Malang. Cleanliness efforts and guidelines called CHSE by the Ministry of Tourism and Creative Economy are published to help address these impacts. The specific purpose of this study is to analyze the culinary needs of consumers in the city of Malang during a pandemic with the aim of making a strategy that can increase purchase intention. The urgency of this research is to get a strategy to increase consumer purchase intention in Malang City for culinary entrepreneurs in Malang city based on consumer preferences for culinary in the new-normal era. The method used is need analysis. The Mean and Standard Deviation are used to calculate the average level of need for which CHSE-based culinary aspects are the most dominant. The findings from this study are that the culinary aspects that dominate purchase intention are cleanliness, safety and environmental (environment/green product).

What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

The year 2021 is one of the most significant years for live streaming commerce, since numerous sectors and businesses have begun to sell their items in the form of live broadcast influence. Especially in China, Taobao live streaming often promotes an event by inviting internet celebrities to cooperate with brands to broadcast the products. For many brands, that is a very successful technique for increasing conversion rates. Researchers have lately grown interested in investigating the factors influencing the purchase decisions of Chinese consumers in the context of Taobao live streaming commerce with online celebrities. The present study is the first to theoretically combine three primarily literature-based disciplines, including source credibility, match-up hypothesis, and parasocial relationship theory, into a unified framework to bridge the research gaps. In this study, the quantitative method was employed through the use of partial least square structural equation modeling (PLS-SEM). The SmartPLS 3.0 software was applied to examine the proposed model. The data were obtained from 454 Chinese consumers who have ever purchased a cosmetic product from a famous internet celebrity on Taobao live streaming. The results indicated that the positive impact of a celebrity endorsers' perceived expertise was the powerful antecedent that affected purchase intentions, while celebrity endorsers' perceived attractiveness and trustworthiness had no significant effect. A good match-up between celebrity and product can improve the celebrity endorsers' perceived attractiveness, trustworthiness, and expertise. Moreover, it was found that the celebrity endorsers’ perceived expertise acted as a mediator of the relationship between celebrity-product congruence and purchase intentions. Finally, the findings showed that parasocial relationships have vital mediating effects on increasing purchase intentions.

How Brands Can Leverage Their Social Media Marketing

Anatoli Colicev, Ashwin Malshe, and Koen Pauwels find that both earned and owned social media increase consumers’ awareness, purchase intent, and satisfaction. However, firms can only increase purchase intent with owned social media if they have their house in order.

Analisis Peran Environmental Attitude pada Hubungan Antara Consumer Innovativeness terhadap Purchase Intention

This study investigates consumer innovativeness's direct and indirect effects on purchase intention. As a novelty of the study, the researcher added the environmental attitude variable as a mediating variable. This study uses a quantitative approach by using a questionnaire as a research instrument distributed to as many as 160 respondents online. The sampling technique is purposive sampling. Respondents in this study were students from all over Indonesia who met the predetermined criteria. After the data is collected, then do the test for quality using validity and reliability tests. Furthermore, the hypothesis testing uses structural equation modeling with the help of the smartpls program. The results show that consumer innovativeness has a direct effect on purchase intention. Increasing consumer innovativeness can directly increase purchase intention. Furthermore, the environmental attitude variable is proven to mediate the impact of consumer innovativeness on purchase intention. The recommendation for further research is to add moderating variables such as gender and age.

Understanding the role of anticipated loss and gain during consumer competition: the moderation of purchase importance and prior brand attitude

PurposeThis study examined how consumer competition affects purchase intention. The anticipated loss of not buying and the anticipated gain of buying are considered the underlying mechanism. This research also demonstrated the moderating effects of situational factors such as purchase importance and prior brand attitude.Design/methodology/approachIn total, 200 responses were collected from an experiment that manipulated the level of consumer competition in the retail environment. Structural equation modeling (SEM) and multigroup analysis were used to test the hypotheses.FindingsThe results indicated that perceived competition positively affects both the anticipated loss of not buying and the anticipated gain of buying. Among these, only the anticipated gain of buying significantly increased purchase intention. However, for participants with lower purchase importance or prior brand attitude, both the anticipated loss of not buying and the anticipated gain of buying significantly affected purchase intention.Research limitations/implicationsThe findings suggest an appropriate communication method when practicing retail strategies related to competition. In particular, the consideration of intervention of purchase importance and prior brand attitude helps retail managers execute marketing strategies more effectively.Originality/valueThis study verified the effect of consumer competition on purchase intention in terms of anticipated losses and gains related to buying. Moreover, the moderation effects of situational factors such as purchase importance and prior brand attitude were initially examined in the context of consumer competition.

Consumer behavior in an augmented reality environment: Exploring the effects of flow via augmented realism and technology fluidity

Advances in information technologies today have created rich forms of reality to engage consumers. This study examines the effects of augmented realism and technology fluidity of augmented reality (AR) applications on consumer decision-making. Aposttest-only between-group experiment was conducted in a laboratory setting to enable the completion of a simulated product-evaluation task via a web-based AR system, a mobile-app based AR system and a non-AR marketing device. Findings demonstrated that augmented realism and technology fluidity strongly influenced consumers’ flow experience, which led to cognitive and affective responses toward the brand and/or the AR-interface medium, in addition to increased purchase intention. The four sub-dimensions of flow also helped explicate the relationships between immersive shopping experience and cognitive, affective and behavioral outcomes. The study contributes to theory building in AR-based immersive and online marketing research.

Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity

The influencer trend, where people are often paid by brands to use, talk about and otherwise promote their products on social media has become increasingly popular. This study examines the potential interplay of perceived homophily with, perceived authenticity of an influencer and the reasons people may follow an influencer on subsequent purchase intentions of items the influencer has showcased on their Instagram account. Key findings suggest that the type of perceived homophily one shares with their favorite influencer is linked to the reasons they follow that influencer, and that following an influencer because they are trendy when a person also indicated perceived status homophily (e.g., similarities in size) did lead to increased purchase intent. However, influencers that are followed because they are unique and share morals and values with a follower (i.e., ‘value homophily’) do not encourage purchase intent. We find that an influencer who is perceived as more ‘authentic’ will mediate the relationship between perceptions of homophily and subsequent purchase intent.

Ideally human-ish: How anthropomorphized do you have to be in shopper-facing retail technology?

As shopper-facing retail technology (SFRT) increasingly replaces human interactions in retail environments, many businesses are considering how to make their retail technology more human-like. This paper identifies two methods of anthropomorphizing technology—visual and cognitive—and seeks to determine whether using these two types of anthropomorphism with a product/service is a better approach to interacting with consumers or whether a combination of visual and cognitive anthropomorphic features is less effective than one. This paper proposes that including one form of anthropomorphism in an SFRT may increase purchase intentions, while the addition of a second form of anthropomorphism will not lend an additional advantage. Specifically, the theory of social response is used to examine the process through which consumers view anthropomorphized SFRT. Three studies assess the proposed model in a mobile shopping application context and include the use of a functional app and 360° video experiments. Theoretical and practical implications are discussed.

How Can We Increase Pro-environmental Behavior During COVID-19 Pandemic? Focusing on the Altruistic (vs. Egoistic) Concerns.

Would the life-threatening pandemic impact pro-environmental behavior? This study demonstrates the effects of coronavirus disease 2019 (COVID-19) on pro-environmental product consumption. Two experimental studies manipulated individuals’ COVID-19 concerns and the presence/absence of pro-environmental prompts. In study 1, we found that consumers indicated lower purchase intention for a product with the environmental prompts when recalling COVID-19 concerns compared to normal situations. In study 2, we disentangled egoistic COVID-19 concerns (e.g., concerns about disadvantages to individuals’ work and finances) from altruistic COVID-19 concerns (e.g., concerns about damage to the country’s economy) and investigated the effects of both these concerns on pro-environmental product consumption. The results of study 2 revealed that consumers reported an increased purchase intention toward the e-prompt products, which manipulated altruistic COVID-19 concerns. However, the presence/absence of e-prompt products did not affect consumers’ purchase intentions when recalling egoistic COVID-19 concerns. Concerns regarding environmental, social, and corporate governance (ESG) issues mediated the interaction effect between the type of COVID-19 concerns and the presence/absence of e-prompts for the products.

증강현실 기반 스포츠웨어 가상 피팅 서비스 구매의도 결정요인

Purpose: This study explores factors influencing the purchase intention of virtual sportswear fitting service based on augmented reality targeting consumers.BR Method: In this study, SPSS 21.0 program and AMOS 21.0 program were sued, and the main results were derived by performing confirmatory factor analysis, correlation analysis, and path analysis for data.BR Results: The main results are summarized as follows. 1) perceived augmented reality had a positive effect on perceived ease of use. 2) perceived augmented reality had a positive effect on perceived usefulness. 3) perceived augmented reality had a positive effect on perceived informativeness. 4) perceived ease of use had a positive effect on perceived usefulness. 5) perceived ease of use did not have a significant effect on purchase intention. 6) perceived usefulness had a positive effect on purchase intention. 7) perceived informativeness had a positive effect on purchase intention.BR Conclusion: To increase purchase intention through an augmented reality-based sportswear virtual fitting service, it is necessary to emphasize the fact that the service provided through augmented reality is useful and enhances the differentiated pre-purchase experience by providing information.