Influence Consumer Behavior Research Articles

Consumer behavior and spending patterns on cultural goods and services

This study investigates the factors influencing consumer behavior and spending patterns on cultural goods and services. Using a quantitative research approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were gathered through a structured survey of 350 respondents from diverse demographic backgrounds. The results reveal that cultural interest, social influence, and perceived value have a significant and positive impact on consumer spending behavior, with cultural interest showing the strongest influence (β = 0.45, p < 0.01). Additionally, the study highlights the mediating role of perceived value in the relationship between social influence and spending behavior. These findings provide practical insights for marketers and cultural institutions aiming to better understand consumer motivations in the cultural sector. Future research should consider expanding the sample size and exploring other potential mediating variables.

Deciphering consumer behaviours in the innovative hospitality settings

Purpose This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands. Design/methodology/approach This study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework. Findings The research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour. Research limitations/implications The cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels. Originality/value This study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.

The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

The main purpose of this study is to examine the impact of marketing activities on social media on brand image from the perspective of information adoption model. While this study examines the relationship between social media and brand image, it also examines the usefulness of the information produced by businesses as a result of marketing efforts on social media; It aims to explain the relationship between the quality of information, the reliability of the source and the adoption of information, and to reveal what role this plays on brand image. Data were collected by survey technique from 204 people living in Karabük Province and using social media. The collected data were analyzed with Structural Equation Modeling (SEM). The analyzes confirm that the quality, reliability, usefulness and adoption of information produced through social media marketing positively affects brand image. This study contributes to previous studies in this field and reveals how important a factor social media marketing is in shaping consumer behavior. It should be seen as an indispensable situation for businesses to give importance to social media marketing in terms of their future in order to influence consumer behavior.

The Effect of Food Image, Food Satisfaction on Culinary Quality and Behavioral Intention in Sampang Regency

This study aims to explore how perceptions of local food (food image) and consumer satisfaction with culinary experiences (food satisfaction) influence the perception of the culinary quality of the area and how these factors influence consumer behavior, such as intention to revisit or recommend. This study was conducted in Sampang Regency, an area known for its rich culinary heritage. The study population was local culinary consumers who had visited Pak Salim's Bebek Songkem restaurant located in Sampang Regency. Purposive sampling was used to determine respondents with a sample of 193 respondents. Structural equations were used as the analysis method using Smart PLS 4.0. Data were collected through a survey distributed to consumers who enjoyed Bebek Songkem. The study findings revealed that food image had a significant positive effect on culinary quality, while food satisfaction played an important role in strengthening this perception. In addition, food image and food satisfaction significantly influenced behavioral intentions, with higher culinary quality leading to a greater likelihood of positive consumer actions such as revisits and recommendations. These results underscore the importance of improving the image and satisfaction of local culinary experiences to promote Sampang as a culinary destination. This research offers practical insights for local businesses and policy makers in developing strategies to enhance culinary tourism and culinary experiences in the region.

Value co-creation in sustainable express delivery: intergenerational perspectives

PurposeThe express delivery industry faces challenges engaging consumers in sustainable practices. This study explores how sustainable service quality affects corporate loyalty, mediated by value co-creation (VCC) and green customer satisfaction. It also scrutinizes low-carbon knowledge as a moderator and investigates variances in VCC outcomes between Generation Y and Generation Z consumer groups.Design/methodology/approachAn empirical study involves a scenario experiment and a questionnaire answered by 596 Chinese consumers in 2023. Partial least squares structural equation modeling (PLS-SEM) tests proposed relationships. Regression analysis examines the chain mediating effect of VCC and green satisfaction, while group analysis assesses intergenerational differences.FindingsSustainable service quality positively influences consumer VCC, which in turn impacts customers’ green satisfaction and corporate loyalty. VCC and green satisfaction act as intermediaries between sustainable service quality and corporate loyalty. Low-carbon knowledge positively moderates sustainable service quality's impact on VCC. Generation Y and Generation Z show differences in the relationship between VCC and loyalty.Practical implicationsExpress delivery firms should enhance sustainable service quality and encourage consumer participation in VCC activities. This can improve consumer green satisfaction, loyalty and competitive advantages.Originality/valueThis study expands service marketing literature by clarifying VCC's role in sustainable services and offers insights into VCC's causes and effects. It proposes strategies for the express delivery industry to influence consumer behavior through sustainable service practices.

Conceptualizing the Implications of Artificial Intelligence (AI) Tools and Personalization Marketing on Consumer Purchase Intention: Insights from the Malaysian E-Commerce Market

Artificial intelligence (AI) has emerged as a powerful tool, enabling online retailers to offer highly personalized shopping experiences tailored to individual preferences and behaviors. As e-commerce continues to grow in Malaysia, understanding the influence of AI and personalization marketing on consumer purchase intentions has become increasingly important for businesses seeking to remain competitive. However, the rapid adoption of AI also raises concerns about data privacy, ethical AI usage, and compliance with emerging data protection regulations, such as Malaysia’s Personal Data Protection Act (PDPA). This study aims to explore the potential impact of artificial intelligence (AI) and personalization marketing on consumer purchase intention within the Malaysian e-commerce market. By reviewing previous literature and theoretical frameworks, the study explores how the use of AI tools including predictive analytics automation, and personalization experiences might influence consumer behavior in online shopping environments. The study adopts a quantitative approach, in which quota sampling will be used for the participant selection. A self-administered questionnaire with a five-point Likert scale will be employed to gather data from e-commerce users in Malaysia. The findings from this study have important implications for both e-commerce businesses and policymakers in Malaysia. For businesses, understanding which aspects of AI and personalization most influence consumer purchase intentions can help them strategically implement these technologies to enhance customer engagement and drive sales. For policymakers, the study highlights the need to consider ethical and legal issues, such as data privacy and policy issues, in the growing use of AI in the e-commerce market.

The influence of front-of-pack labelling on consumer decision-making: a comprehensive study using electroencephalography and FaceReader

Front-of-pack labels (FOPL) can influence consumer behaviour in a variety of ways, and companies that prioritise accurate and transparent nutrition labels can see benefits in increased sales and brand loyalty. However, there are several types of FOPL on the market that differ in visual appeal and consumer clarity. The aim of the study was to reveal the impact of the nutrition label Nutri-Score as well as other factors on consumer decision-making when choosing healthier alternatives for selected food types. In addition to traditional research methods such as questionnaires, in-depth interviews, also emerging methods such as eye tracking, FaceReader and electroencephalography were used to collect implicit feedback. Research suggests that there are significant differences between implicit and explicit feedback when examining the impact of Nutri-Score on the decision-making process. Last but not least, the study presents ideas for future research in real-world settings using emerging methods.

ENHANCING REPEAT PURCHASE INTENTION (ZALORA INDONESIA ON GEN Y) THROUGH E-SERVICE QUALITY, ETRUST, AND MODERATING ROLE OF PRIOR ONLINE EXPERIENCE

E-commerce has emerged as one of the most developed sectors in the nation's digital economy, consisting of many transactions conducted over the internet, referred to as online sales and purchases. The fundamental success of an e-commerce comes from the results of the sales transactions carried out by consumers, therefore it is essential to convert prospective consumers into buyers who are motivated to conduct repeat purchases, which is the key to achievement in purchasing online, ensuring all businesses carries out various strategies by providing excellent service quality to create satisfaction and keep consumers loyal consequently to encourage repeat purchases. This research contributes to the understanding of how the factors or factors influence consumer behavior, specifically in the context of repeat purchase intention on ecommerce platforms like Zalora Indonesia. The study uses SEM-PLS (SmartPLS 3.0 software) and carried out through three stages, Outer model, Inner model, and hypothesis which inclusive direct and indirect effects. The measurement results show that the variables or factors generate positive and significant hypotheses about repeat purchase intentions, with the exception of the prior online experience variable, which produces negative results concerning the correlation between e service quality and repeat purchase intent, as evidenced by the classification of moderators, which serves as a predictor variable (Predictor Moderation). The study provides managerial implications for the city of Cilegon (particularly among Gen Millennials) to increase Repeat Purchase Intention in order to compete more effectively, especially against Shopee and Tokopedia.

The Effect of Price and Promotion on Purchasing Decisions for Alexandre Christie Watches in Palembang City

In today's digital era, effective Marketing Public Relations (MPR) strategies are crucial for businesses to remain competitive and increase consumer engagement. This research aims to analyse the influence of price and promotion on purchasing decisions for Alexandre Christie watches in Palembang City. The sample includes 100 respondents selected using purposive sampling, and data was collected through questionnaires with a Likert scale. The research employed multiple linear regression analysis using SPSS version 25. The findings reveal that both price and promotion variables significantly and positively impact purchasing decisions, partially and simultaneously. This study contributes to the growing body of literature by highlighting the importance of targeted pricing strategies and digital promotions in influencing consumer behaviour, particularly in the fashion accessory market. The results suggest that businesses should maintain competitive prices and leverage promotions to align with market demands and consumer preferences.

MARKETING DIGITAL PARA STARTUPS: MARKETING DIGITAL PARA MICROEMPRESÁRIOS, UMA IDEIA REVOLUCIONÁRIA PARA ALCANÇAR O SUCESSO

Who never faced lines to make a payment or even to buy a certain product. Some time ago we did this, wasting hours in market lines, banks, bookstores and airports. Nowadays we can do all of this, without having to queue, without leaving home or watching a movie; reducing waiting time, being able to receive at home. All of this is in the consumer's possession, through his Smartphone device. As a result, the importance of developing and working on an action plan with digital marketing grows; because every person who has a device your company will be there too. It is possible to ask scientifically how Digital Marketing is a factor influencing consumer behavior in the Brazilian economic sector, how often consumers buy over the internet. What companies face today is not a lack of inputs (raw materials and components), or service companies. And, yes, the lack of loyal customers (followers). Contemporary companies can manufacture products beyond what customers can consume. This increases the level of competition in the competitive market, and consumers are the winners. The success of an electronic business depends on many factors. It is not enough for the company to have a welltructured website, with an attractive design and the best technologies. Companies and startups must go beyond the perception of customers, they must engender a profitable reciprocal familiarity. The company needs to define its position in the market, and envision possible future scenarios. Digital Marketing is an undeniable reality that has been joining forces with traditional commerce, a versatile means of communication that integrates sales opportunities, customer relations and positive word of mouth advertising.

The Effect of Influencer Marketing on Consumer Behavior of Fashion Style in the Age of Social Media

This study aims to explore the effect of influencer marketing on consumer behavior regarding fashion styles in the age of social media. It employs a quantitative research approach utilizing simple linear regression analysis conducted with SPSS. The data for this study were collected through primary sources via questionnaires distributed in two countries, Indonesia and India, to ensure a comprehensive understanding of the phenomenon. A total of 55 respondents from Indonesia and 50 respondents from India participated in the study. The results indicate that influencer marketing has a significant positive effect on consumer behavior. The benefits of this study are expected to assist the fashion industry in understanding consumer behavior and the role of influencers, ultimately improving their marketing strategies. However, the findings do not lead to general conclusions due to the limited number of respondents and other factors that can influence consumer behavior. For future research, it is recommended to increase the sample size and expand the scope of the discussion by incorporating additional aspects such as pricing and the aesthetics of content

Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.

The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.

Research on the Impact of Social Media on Brand Cognition and Consumer Behavior

In today's rapidly developing internet age, everyone's life is inseparable from the presence of the internet. Nowadays, social media exists as a new form of entertainment in people's lives. Through mobile phones or computers, consumers can easily obtain brand information and evaluations of new products from various self-media, forming new perceptions. This article will use a comprehensive approach to study how media attract people and change their perceptions. The final research reveals that some major manufacturers attract fan groups by releasing videos related to current hot topics, adapting to internet trends, and actively interacting with fans to build close relationships and customer loyalty. Additionally, sponsoring leagues and collaborating with internet celebrities are also important methods they use to enhance their brand image and establish their fan base. The study on the impact of social media on brand perception and consumer behavior shows that social media plays a significant role in shaping consumer perceptions of brands and influencing consumer behavior. Social media is also highly flexible, allowing for targeted reporting and introductions of specific products to achieve desired branding effects. The research also reveals how some media combine new factors to expand their fan base, providing directions for future academic research.

Substantive behavioral aspects of consumer behavior in the conditions of sanctions pressure on the Russian economy

Relevance. Sanctions pressure on the economy of the Russian Federation is one of the most important factors influencing consumer behavior and their consumer preferences. Under sanctions, many social, economic and political aspects influence consumer behavior, from which new consumer trends and changes in consumer behavior emerge.The purpose is to explore the substantive behavioral aspects of consumer behavior under the conditions of sanctions pressure on the Russian economy.Objectives: study changes in consumer preferences in connection with global crises; analyze changes in consumer behavior depending on various factors and price dynamics as a factor in consumer behavior; explore the influence of cognitive distortions on the meaningful behavioral aspects of consumers; propose the concept of business company plans in accordance with new consumer expectations.Methodology. In the process of research, general scientific methods of logical and statistical analysis, field research, as well as qualitative and quantitative analysis were used. Results. The survey showed that consumers have become more frugal and choose domestic brands in order to save money, the study of the impact of cognitive distortions on consumers showed that society is prone to a pessimistic attitude in terms of adopting new domestic products and brands.Conclusions. A business plan under sanctions pressure, aimed at the novelty of the product and its effectiveness, will help companies promote their goods and services on the Russian market during the period of sanctions pressure. Focusing on changing the object of purchase, place of purchase (online trading if possible), timing and methods of procurement in accordance with new motives and customer expectations will give companies an advantage in conditions of market instability and changing behavioral aspects of consumers.

Trend-Driven Innovation for RTE Food Market: A Comparison Study Between Consumers from Malaysia and Indonesia

The ready-to-eat (RTE) food market is growing worldwide. Nevertheless, a limited study was found where researchers compare consumer behavioral intention toward RTE foods between countries. This study compares consumers in Malaysia and Indonesia regarding their food preferences and behavioral intentions toward RTE foods. Using a quantitative cross-sectional approach, the researchers developed an online survey and distributed the survey link to consumers aged 18 years and above from both countries via social media platforms. The dataset comprised 321 responses from Malaysia and 262 from Indonesia. Based on the analyses, findings reported some similarities and differences in consumer preferences and behavior intention between both countries. The highest percentages of Malaysian respondents were recorded for plant-based, genetically modified, gluten-free, and allergen-free foods. Interestingly, the highest percentage of Indonesian respondents reported for insect-based food than the Malaysians. More Malaysian consumers preferred ethnic foods from different cultures than Indonesians. About the same highest percentages of consumers from both countries preferred cell-cultured meat, 3D printed foods, and vegan foods. For Malaysian samples, attitude and subjective norms significantly influenced their behavior intention toward RTE foods. For Indonesian samples, subjective norms and behavioral control significantly influence consumer behavior intention toward RTE foods. Findings are relevant for food producers and marketers to explore the young consumer market and to identify new products to fulfill the market demand. This study broadens and deepens the current understanding of both countries' RTE food trends and consumer behavioral patterns. Food producers should promote RTE food products by highlighting their benefits through marketing channels.

Does Social Media Content Quality and Engagement Influence Consumer Satisfaction in the Apparel Industry?

This study examines the influence of social media marketing on consumer satisfaction in the apparel industry, with a focus on key factors such as engagement and content quality. The rapid growth of social media has reshaped the way consumers interact with brands, making it essential to understand how these platforms influence consumer behavior. The research problem centers on determining the impact of social media engagement and the quality of social media content on consumer satisfaction. The study aims to explore these relationships and provide insights into effective social media marketing strategies for apparel brands. Using a descriptive research design, the study was conducted in Coimbatore district with a sample size of 139 respondents identified through convenience sampling. Data was collected using structured questionnaires, and relevant statistical tools, including ANOVA, Correlation Analysis, and Multiple Linear Regression, were used to analyze the data. The findings reveal that frequent interaction with brands and engaging visual content are key drivers of consumer satisfaction. Findings of the study reveals that social media marketing plays a crucial role in shaping consumer behavior in the apparel industry, and brands must refine their strategies to meet consumer needs and enhance satisfaction through consistent, high-quality content.

CROSS-CULTURAL DYNAMICS IN INDIA: A STUDY OF PUNJAB AND RAJASTHAN

The cross-cultural distinctions between the two unique areas of Punjab and Rajasthan are examined in this study, with an emphasis on the ways in which these differences affect consumer decision-making processes and more general socioeconomic behaviours. Punjab's rural, community-focused culture stands in stark contrast to Rajasthan's opulent, royal customs. The goal of the study is to pinpoint the cultural cues that influence consumer behaviour. The study looks into how cultural values influence consumer behaviours, purchasing behaviour, and preferences. The comparative research sheds light on the many frameworks for decision-making that are in use in these culturally different areas. With the goal of helping entrepreneurs, marketers, and politicians better interact with regional markets, this study advances our understanding of India's cultural variety. This research reveals the intricacies of cross-cultural relations in Northern India, providing essential perspectives on the evolving interaction between tradition and modernity in consumer behaviour.

Relationship Between Social Media Marketing of Food and Health of Youth

Social media is now a strong tool for promoting goods and influencing consumer behavior in the food business. Social media marketing for food has an influence that goes beyond simply increasing brand awareness of eatables. It influences our preferences, decisions, and even our health. Globally active social media platforms have billions of users giving food enterprises a large audience. This study aims to quantify the results of social media marketing. To acquire data, rational and inventive methods have been used (Abbas et al., 2019). The survey was done to assess and investigate the effects of social media marketing on Faisalabad city audiences. This goal is achieved through a creative, logical, and organized data collection process.

IMPACT OF ARTIFICIAL INTELLIGENCE ON E-COMMERCE:"A STUDY OF CONSUMER BEHAVIOR"

Artificial Intelligence (AI) has transformed the e-commerce landscape, influencing consumer behavior significantly. This study aims to explore the various ways AI impacts e-commerce, utilizing numerical data to analyze consumer preferences, purchasing patterns, and overall shopping experiences. The findings reveal both advantages and disadvantages, providing a comprehensive overview of AI's role in shaping modern consumer behavior. This study examines the transformative effects of artificial intelligence on E-commerce and consumer preferences and purchasing patterns have evolved. this paper analyzes various numerical data, identifies key trends, and discusses the advantages and disadvantages of AI in E-commerce. In online shopping enterprises, AI technology has been widely used to provide accurate and fast personalized consumer services. This research demonstrates the use of AI technology in the e-commerce business, specifically online enterprises, to determine different effects. The study was conducted in Jordan and involved about 230 participants. The study evaluated different impacts of AI, such as e-payment and stimulating consumers' sentiments. The study used the Stimulus–Organism–Response model (SOR) empirical model, which states that the examination of human processes differs from that of the machine assessment. The model classified the AI technology experienced by the customers' when they visit online to do purchasing. Online purchasing behaviors can be influenced by insight, accuracy, and interaction experience. Also, the perceived value was used as a mediating variable from the prospects of perceived hedonic and utility value. The research integrated empirical research models such as SEM and SPSS to analyze the data on the effects of three-dimension. The results indicated that the AI technology accuracy, interactive experience, and insight significantly affected customers' perceived hedonic and utilitarian values. KEYWORDS: AI in consumer behavior, Artificial Intelligence etc