Influence Purchase Intention Research Articles

The Influence of Social Media Marketing and Customer Experience on Consumer Purchase Intentions

In this study the impact of social media marketing and customer experience was investigated on consumer purchase intentions, using Mixue Ice Cream & Tea as a case study. Data were collected through an online survey of 501 Nanjing, China respondents who had purchased products from Mixue Ice Cream & Tea. Structural equation modeling was used for hypothesis testing. The findings revealed that social media marketing and customer experience significantly and positively influenced purchase intentions, with trust and brand awareness as key mediators. The results underscore the importance of innovative social media strategies and high-quality customer experiences in fostering trust and enhancing brand awareness. Practical implications include recommendations for enhancing social media engagement, customer service, and transparent business practices. Future research should expand geographically, incorporate additional variables, and explore emerging technologies. This study contributes to the literature by offering a comprehensive model of consumer behavior and actionable insights for the ready-to-drink tea industry.

The allure of rarity: investigating the impact of consumers’ perceived scarcity in AI-designed clothing on purchase intentions

ABSTRACT In light of the emerging use of AI in design, we investigate consumer responses to clothing marketed as AI-designed. We examine how the perceived scarcity of AI-designed clothing influences purchase intentions, with perceived monetary value acting as a mediator, and consider the moderating effects of fashion involvement. Data was collected via an online survey (n = 311) and analysed using SPSS 28.0. Participants were presented to an image of a jacket described as being created by AI technology and then answered a series of questions about the AI-designed jacket and about themselves. Results indicated that the scarcity of AI-designed clothing by itself may not significantly boost purchase intentions. However, fashion brands can capitalise on the perception of scarcity if the product is seen as offering good value for money. This effect is especially pronounced among consumers who have low involvement in fashion.

Understanding the purchase intention in live streaming from the perspective of social image

E-commerce live streaming (hereafter, “ELS”) has introduced novel avenues for E-commerce. Driven by commercial goals, ELS streamers work to craft, sustain, and enhance their social images to attract popularity, acceptance, trust, and other beneficial outcomes. This article investigates how various characteristics of a streamer’s social image influence purchase intentions within ELS, using a conceptual model comprising fourteen hypotheses based on the Stimulus-Organism-Response (SOR) framework. This model examines social image through three dimensions that correspond to the intentional behaviors of ELS streamers. The findings indicate that consumers’ purchase intention is significantly influenced by characteristics that benefit the first impression developed by the streamer, namely physical attractiveness. Characteristics that benefit the endorsement of products, namely matchup congruence, authenticity, and expertise, also positively affect consumer purchase intention. Moreover, the effect of streamers’ social image characteristics that benefit communication traits, entertainment, and responsiveness, are tested respectively. However, surprisingly contrary to our expectation, entertainment features have no significant effect on both trust and purchase intention. Responsiveness has significant effects on trust but no significant effects on purchase intention. Potential psychological and regulatory explanations for this finding is provided. The article also offers strategic recommendations for streamers and e-commerce businessmen to refine their live-streaming efforts.

Impact of Influencers on Indonesian Gen Z’s Cosmetics Purchase Intention Through Social Media

Digitalization has transformed various aspects of life in Indonesia, driven by increased internet access and mobile device adoption. By 2024, Indonesia has over 221 million internet users, making it a significant digital market. This change has notably impacted the business sector, with influencers becoming crucial in marketing strategies, particularly in the cosmetics industry. Influencers, ranging from celebrities to individuals with large followings, enhance brand awareness and drive sales through product promotions and reviews. This study examines the impact of attractiveness, expertise, and trustworthiness on emotional attachment, brand trust, and purchase intention. The findings show that attractiveness does not significantly influence purchase intention. Conversely, emotional attachment and brand trust positively affect all three dependent variables. Future research should broaden the model by incorporating additional relevant variables and contexts, supported by a robust body of literature to strengthen the hypothesis and research quality.

The Influence Of Instagram Social Media Communication On Purchase Intention Through Brand Equity In Seblak Preanger Jember

This research objectives are to determine the influence of Instagram social media communication on purchase intention through brand equity in Seblak Preanger Jember. This research used the Explanatory Research type. The population in this research is the number of followers of Instagram Seblak Preanger. The exact population size in this study is not known. The sampling method in this research was carried out using the Purposive Sampling method. This research used 21 indicators using 10 times the number of parameters to anticipate if there is an incomplete or damaged questionnaire, so the sample size in this research is 21 x 10 = 210 respondents. The data analysis method used Structural Equation Modeling (SEM) with the SmaprtPLS application. The research results showed that Firm Created Communication influenced Brand Equity, User Generated Communication influenced Brand Equity, Firm Created Communication influenced Purchase Intention, User Generated Communication influenced Purchase Intention, Brand Equity influenced Purchase Intention, Brand Equity is proven to mediate the influenced of Firm Created Communication on Purchase Intention, Brand Equity is proven to mediate the influenced of User Generated Communication on Purchase Intention.

The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail

This study investigates the impact of visual stimuli on consumer emotions and purchase behaviour in online shopping environments, using the Pleasure, Arousal, and Dominance (P-A-D) model as a theoretical framework. It investigates how visual aspects, including website aesthetics, product photography, and design complexity, influence consumer pleasure, arousal, and dominance, ultimately influencing purchase intentions. Visually appealing and well-planned visual material makes consumers feel better, increasing engagement and the likelihood of purchasing. Furthermore, it discovers that increased arousal can lead to impulsive purchasing behaviours, yet a sense of power or control increases consumer confidence and satisfaction. The study emphasises the necessity of combining visual and experiential aspects to create immersive online buying experiences. Theoretical implications recommend a more in-depth analysis of the P-A-D model's applicability in e-commerce. In contrast, managerial implications assert visual design optimisation to improve consumer interactions and sales.

Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic, the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

From Gaming Elements to Purchase Intentions: The Influence of Perceived Enjoyment and Promotion Focus in Online Travel Bookings

This study examines the impact of gamification on purchase intentions in Malaysia's online travel booking industry. As traditional platforms like Expedia face declining bookings due to economic challenges and the rise of competitors such as Airbnb, Agoda, and Booking.com, understanding the role of gamification in user engagement becomes crucial. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the effects of extrinsic and intrinsic gaming elements, perceived enjoyment, and promotional focus on purchase intention. A total of 141 respondents participated in the survey and the key findings reveal that extrinsic gaming elements, including points and rewards, have a significantly stronger impact on perceived enjoyment than intrinsic elements like membership levels. This heightened enjoyment, in turn, positively influences purchase intention. Additionally, the study finds that promotional focus moderates the relationship between perceived enjoyment and purchase intention, further enhancing the effect. The Importance-Performance Map Analysis (IPMA) indicates that while intrinsic gaming elements perform below average, they are less critical than other factors. Managers should prioritize improving aspects of high importance, but currently have, low performance to boost purchase intentions effectively. Overall, the research provides actionable insights for enhancing competitiveness in Malaysia's digital travel marketplace, emphasizing the need for targeted gamification strategies to align with evolving consumer preferences. The findings offer a foundation for developing strategies that can help travel platforms maintain relevance and drive engagement in a competitive landscape.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

Analysis Of Factors Influencing Consumer Purchase Intention For Electric Cars: A Case Study In Greater Jakarta

The demand for electric cars has significantly increased in recent years, but it represents only a small fraction of the total new vehicles sold globally. This study aims to analyze the factors influencing consumer purchase intentions towards electric cars in the Greater Jakarta area (Jabodetabek). Using a survey method, data were collected from individuals who are considered capable of purchasing electric cars, either through installment plans or cash payments, and analyzed using partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses. The results indicate that government incentives, ease of access to charging infrastructure, perception of resale value, product diversification, social influence, environmental concern, and consumer attitudes significantly and positively influence purchase intentions towards electric cars. However, the perception of purchase price did not show a significant effect. The findings suggest that strategic initiatives by policymakers and manufacturers, such as continuous government incentives, expansion of charging infrastructure, and effective marketing strategies leveraging social influence and environmental benefits, are crucial for promoting electric car adoption in Jabodetabek. This study provides valuable insights for understanding consumer behavior towards electric cars in emerging markets and offers useful information for enhancing market penetration.

Navigating the digital landscape: social media’s influence on luxury brand equity and purchase intention

Purpose The purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia. Design/methodology/approach Questionnaires were distributed across shopping malls in the Klang Valley, including Kuala Lumpur and surrounding areas, targeting Malaysian citizens aged 18 and above with a history of luxury purchases. Using random sampling, the study collected and analysed 300 valid responses. Findings The findings demonstrate that social media has a positive effect on luxury brand equity and that brand equity significantly influences purchase intention. However, the study reveals a negative impact of social media on purchase intention. Originality/value This study explores the profound impact of social media on luxury brand equity in Malaysia, revealing its role in shaping brand awareness, associations, uniqueness, loyalty and perceived quality.

The impact of the health star rating front-of-packaging label on preferences for food products

PurposeThe Health Star Rating (HSR) is a front-of-pack labeling system that helps consumers understand the nutritional values of foods. In this study, we examined the effects of the presence (vs. absence) of an HSR label on consumer choice behavior and perception of healthiness.Design/methodology/approachIn an experimental study, we tested if the presence (vs. absence) of an HSR label provides a competitive advantage over a rival product that lacks the label, influencing purchase intentions. Participants were asked to choose among two competing products, with and without the labels, in a full factorial design.FindingsResults showed that products with an HSR label had a competitive advantage over the rival products that did not have the label. Moreover, this effect emerged more strongly for some products than others. Thus, while front-of-pack (FOP) labels can enhance sales, their impact may vary based on the specific product or brand.Originality/valueThis paper offers novel insights into the implications of HSR labels for consumer behavior and marketing strategies, particularly in the context of their potential use as a marketing tool by companies to boost sales in the food industry.

Pengaruh Quality Product, Social Network, dan Celebrity Endorsement terhadap Purchase Intention terhadap Kopi Kenangan Megamall Batam

Increasingly tight business competition requires companies to continue to innovate in their marketing strategies. Kopi Kenangan is one of the many coffee shops that are easy to find, especially in big cities. Therefore, Kopi Kenangan needs to understand the factors that influence purchase intention in order to maintain and increase their market share. This study aims to analyze the influence of social networks, product quality, and celebrity endorsements on purchase intention at Kopi Kenangan Megamall Batam. This study uses a quantitative approach with a survey method. Sampling was carried out using the Slovin formula, resulting in 100 respondents as research samples. The data collection instrument was a questionnaire with a Likert scale designed to measure the variables of social networks, product quality, celebrity endorsements, and purchase intention. The results of this study indicate that social networks do not affect purchase intention, while product quality and celebrity endorsements have a significant effect on purchase intention. Therefore, Kopi Kenangan needs to develop a promotional strategy through social networks and improve product quality to increase customer purchase intention towards Kopi Kenangan.

Purchase Intention Role as Mediation between Social Media, Brand Image and Service Quality towards Purchase Decision at INSPIRED27 Distro, Malang City

This research focuses on purchase decision and all of the factor that affected, including social media, brand image, service quality, and purchase intention. Therefore, this research analyze and explore social media effect, brand image and service quality, to know the role of purchase intention as mediation at INSPIRED27 Distro in Malang City. The research using descriptive approach with 113 respondents chosen by simple random sampling method. The data explain with Structural Equation Modelling (SEM) procedure. The results are: 1) social media and brand image significantly influence purchase intention, 2) service quality have positive but not significant towards purchase intention, 3) media social significantly and positively influence purchase decision, meanwhile 4) brand image and service quality have positive but not significant towards purchase decision, 5) purchase intention significantly and positively influence purchase decision, 6) media social and brand image have positive and significant effect towards purchase decision through purchase intention, and last, 7) service quality have positive effect, but not significant towards purchase decision through purchase intention.

The Measurement of Consumers’ Purchase Intention in E-commerce by Electronic Service Quality: Mediation Test of E-satisfaction and E-trust

As a result of the constantly changing digital environment, people change in terms of running a business or purchasing products. Customers can grab what they want easily because online transactions reduce or remove the distance barrier, making them more comfortable purchasing the products online. This study investigates several factors that affect customers’ intention to purchase: E-service quality as the main factor, e-satisfaction and e-trust. This research employs a quantitative descriptive approach by surveying 150 respondents across Indonesia who have connected to the internet and regularly make online purchases through Indonesian e-commerce named Shopee, Lazada and Tokopedia. The result of this study affirmed that e-service quality has a direct and significant influence on e-satisfaction, e-trust and purchase intention, respectively. E-trust was also found to directly and significantly influence purchase intention and mediate the relationship between e-service quality and purchase intention. However, e-satisfaction does not directly and significantly influence purchase intention or mediate the relationship between e-service quality and purchase intention.

Research on Game Players' Willingness to Purchase Based on the Perspective of Ambivalent Attitudes

Consumer ambivalence not only reflects the emotional and cognitive responses formed after perceiving external marketing stimuli but also influences subsequent purchase intentions. Based on the TAM (Technology Acceptance Model) and S-O-R (Stimulus-Organism-Response) models, this study introduces ambivalent attitudes as a mediating variable to construct and test a theoretical model of external marketing stimuli, consumer perception, ambivalent attitudes, and purchase intentions. Using 716 valid responses from gaming communities, the measurement and structural models were evaluated using AMOS 26.0 and SPSS 26.0 software. The empirical results show that the clarity and total volume of external marketing information can significantly influence purchase intentions by affecting consumer perceptions. Ambivalent attitudes directly influence purchase intentions and serve as a mediating factor in the pathways where perceptions affect purchase intentions.

“Warning: ultra-processed”: an online experiment examining the impact of ultra-processed warning labels on consumers’ product perceptions and behavioral intentions

BackgroundNutrient content and degree of processing are complementary but distinct concepts, and a growing body of evidence shows that ultra-processed foods (UPFs) can have detrimental health effects independently from nutrient content. 10 + countries currently mandate front-of-package labels (FOPL) to inform consumers when products are high in added sugars, saturated fat, and/or sodium. Public health advocates have been calling for the addition of ultra-processed warning labels to these FOPLs, but the extent to which consumers would understand and be influenced by such labels remains unknown. We examined whether the addition of ultra-processed warning labels to existing nutrient warning labels could influence consumers’ product perceptions and purchase intentions.MethodsIn 2023, a sample of adults in Brazil (n = 1,004) answered an open-ended question about the meaning of the term “ultra-processed,” followed by an online experiment where they saw four ultra-processed products carrying warning labels. Participants were randomly assigned to view either only nutrient warning labels or nutrient plus ultra-processed warning labels. Participants then answered questions about their intentions to purchase the products, product perceptions, and perceived label effectiveness.ResultsMost participants (69%) exhibited a moderate understanding of the term “ultra-processed” prior to the experiment. The addition of an ultra-processed warning label led to a higher share of participants who correctly identified the products as UPFs compared to nutrient warning labels alone (Cohen’s d = 0.16, p = 0.02). However, the addition of the ultra-processed warning label did not significantly influence purchase intentions, product healthfulness perceptions, or perceived label effectiveness compared to nutrient warning labels alone (all p > 0.05). In exploratory analyses, demographic characteristics and prior understanding of the concept of UPF did not moderate the effect of ultra-processed warning labels.ConclusionsUltra-processed warning labels may help consumers better identify UPFs, although they do not seem to influence behavioral intentions and product perceptions beyond the influence already exerted by nutrient warning labels. Future research should examine how ultra-processed warning labels would work for products that do and do not require nutrient warnings, as well as examine the benefits of labeling approaches that signal the health effects of UPFs.Trial registrationClinicalTrials.gov, NCT05842460. Prospectively registered March 15th, 2023.

Pengaruh Country Of Origin Terhadap Purchase Intention Dimediasi oleh Customer Trust: Studi pada Kopi Janji Jiwa di Kota Bandung

Due to an increase in people's purchasing power, competition between local and international coffee chain businesses is getting tougher. The number of stores and the value of sales indicate that there is competition. Kopi Janji Jiwa has the most shops in Indonesia, but its sales value is lower than that of its rivals. This demonstrates that factors like origin country have an impact on sales value. However, customer trust is required because it is insufficient to be considered. Companies that have a good country of origin and customers who trust them can make more people want. The purpose of this study is to ascertain how customer trust in Janji Jiwa Coffee influences purchase intention in relation to country of origin. With a descriptive approach, the quantitative research method was used, using nonprobability sampling technique with purposive sampling type where the number of respondents is 150 respondents. Through the distribution of questionnaires to Bandung residents who knew about, had not purchased, or had ever purchased Kopi Janji Jiwa, data were gathered. Information examination was done utilizing SmartPLS 3.2.9 programming. The findings demonstrated that customer trust has a positive impact on purchase intention, that customer trust has a positive impact on purchase intention, and that country of origin has a positive impact on purchase intention. The discoveries likewise show that nation of beginning emphatically affects purchase intention interceded by client trust in Janji Jiwa Coffee.

Analysis of Social Media Interaction on Purchase Intention Mediated by Source Credibility, Homophily and Content Quality

This research analyzes the influence of social media interactions on purchase intentions for Scarlett Whitening products, which are mediated by source credibility, homophily, and content quality. This study aims to understand how interactions on Instagram can influence purchase intentions. This research method uses a quantitative survey on 230 respondents, namely Scarlett Whitening users on the Instagram application in Indonesia. This research analysis uses the software SmartPLS by using the method Structural Equation Modeling (SEM). The results show that social media interaction has a positive and significant effect on source credibility, homophily, and content quality. Furthermore, homophily and content quality have a positive and significant effect on purchase intention, while source credibility does not have a significant effect on purchase intention. This research highlights the importance for Scarlett Whitening to not only actively interact with consumers but also pay attention to elements such as source credibility, homophily, and content quality to increase purchase intentions.

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.