Influence Of Consumption Research Articles

Does language concreteness influence consumers’ perceived deception in online reviews?

Purpose Although online reviews have become a key source of information for consumer purchasing decisions, little is known about how the concreteness of language used in these reviews influences perceptions of deception. This study aims to address this important gap by drawing on psycholinguistic research and Language Expectancy Theory to examine how and when the concreteness of online reviews (abstract vs concrete) impacts consumers’ perceived deception. Design/methodology/approach Two scenario-based experiments were conducted to examine how the concreteness of online reviews (abstract vs concrete) influences consumers’ perceptions of deception, considering the mediating role of psychological distance to online reviews and the moderating effects of Machiavellianism (Mach) and reviewer identity disclosure. Findings Online reviews that include concrete language lead to lower perceived deception by reducing consumers’ psychological distance from the review. For consumers with higher levels of Mach, online reviews written in abstract (vs concrete) language result in higher perceived deception via psychological distance, while for consumers with lower Mach, online reviews written in concrete (vs abstract) language result in higher perceived deception via psychological distance. Research limitations/implications To the best of the authors’ knowledge, this study is one of the first to highlight the relevance of linguistic style (i.e. concrete review vs abstract review) on consumers’ perceived deception toward online reviews in the context of e-commerce. Practical implications The framework enables managers of online retailing platforms to identify the most effective strategies to decrease consumers’ perceived deception via the appropriate utilize of linguistic styles of online reviews. Originality/value This study contributes to both theory and practice by deepening knowledge of how and when the concreteness of online reviews (abstract vs concrete) affects consumers’ perceived deception and by helping managers of online retailing platforms make the most effective\ strategies for reducing consumers’ perceived deception toward online reviews during online shopping.

Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price

Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price

Analisis Preferensi Konsumen terhadap Produk Beras di Pasar Baru Cikarang Kabupaten Bekasi

Consumer preference for a product is based on utility and importance value. Consumers of rice in the Pasar Baru Cikarang rarely choose the attribute and levels of the rice product is the color, hygiene, type, aroma, and price. The purpose of this research is to analyze the usefulness of consumer preferences and the importance of consumer preference in choosing rice products in Pasar Baru Cikarang Kabupaten Bekasi with the time of research from May to June. The method used in this study is quantitative methods and descriptive methods. Data analysis used is conjoin analysis. Determination of respondents using accidental sampling technique, with a total of 100 respondents. The results of this study show that of the total respondents, the combination of products in choosing rice products that are useful to the preference of consumer and interests to consumer preference is color with clear white, hygiene without fleas, type of pulen, aroma of fragrance, and price of Rp10.000/kg – Rp12.000/kg. In choosing a rice product, the sequence of the most important attribute that influence consumer purchase is the first color attribute with a presentation of 45.32%, the second price atribut with a persentage of 16.61%, the third aroma attribute with a persentage of 15.61%, four hygienic atribut with a persentage of 15,52% and the last is the type attribute with a persentage of 7.34%.

The Influence of The 7P Marketing Mix Strategy and Digital Marketing on Car Purchasing Decisions at PT. Hadji Kalla Toyota Palopo Branch

Marketing mix helps companies design marketing strategies by paying attention to product, price, distribution, and promotion, while digital marketing uses digital technology to reach consumers directly, both work together to create brand awareness, influence consumer perceptions, and facilitate the purchasing process, influencing purchasing decisions consumers positively. This research aims to determine the influence of 7p marketing mix and digital marketing on car purchasing decisions at Pt. Hadji Kalla Toyota Palopo Branch, either partially or simultaneously. The research approach used in this research is a quantitative approach, namely a direct survey using data collection through questionnaires and observation. The research results show that (1) Marketing mix has no effect on purchasing decisions, with a calculated t value of the marketing mix variable of 1.201 < t table value (1.678) and a sig. 0.312 > 0.05. (2) Digital marketing has a significant positive effect on purchasing decisions, with a calculated t value for the digital marketing variable of 2.553 > t table value of 1.678 and a sig value. 0.014 < 0.05. And (3) Marketing mix and digital marketing simultaneously (together) have a significant effect on purchasing decisions with a calculated F value of 20.233 and a significance of 0.000 < 0.05.

The Tipping Points of Video Conferencing Solutions

ABSTRACT Video conferencing solutions have been used to support remote work and distance education but have not yet been widely adopted. This study aims to contribute to the development and proliferation of video conferencing solutions for remote work and education by analyzing consumer preferences. For this purpose, a survey of 1,018 people was conducted in July and August 2021 in Korea. As the use of video conferencing became enforced due to COVID-19, the analysis reflected previous user experiences. In addition, various scenario-specific market share simulations were performed, assuming future video conferencing solutions. The survey results showed that several factors, including technology attributes, cost, and market share, influence consumers’ choice of video conferencing solutions. The survey also found that consumers have asymmetric preferences regarding video conferencing solutions depending on their previous experience. Finally, the study identified tipping points companies could use to gain a significant market share.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

Modeling of relationships between producer and consumer: The impact of advanced production equipment

Subject. The article discusses the influence of advanced production equipment on modeling the relationship between manufacturer and consumer. Objectives. The aim is to assess the impact of the organization's existing production facilities, created on the basis of modern machine tools, on the possibility of building mutually beneficial relations between the manufacturer and the buyer of products. Methods. The research rests on methods of economic and mathematical modeling, in particular, the game theory tools. Results. We formulated a meaningful model of idealized interaction between the parties in the process of concluding a contract for production and purchase of goods, offered a model of positional game of the parties with complete information, in which the participants consistently make decisions with understanding the opponent's previous actions. The analysis of the constructed model enabled to determine the situation of balance between the parties and demonstrate a decrease in consumer's influence on the results of the interaction, due to flexibility and adaptability of production capabilities of the manufacturing organization. Conclusions. The findings demonstrate the influence of aspect associated with the involvement of modern production equipment on the consumer's willingness to establish mutually beneficial relationships with the manufacturing organization. This provides a basis for subsequent implementation of partnership within the framework of relationship marketing.

Cognitive, Emotional and Behavioral Factors that Influence Consumer Behavior

Investing in understanding consumer behavior is one the approaches companies can reliably use to thrive in the highly competitive business environment. In a fiercely competitive business environment, understanding consumer behavior is essential for companies aiming to succeed. While traditional studies emphasize social, cultural, economic, personal, and psychological influences on consumer behavior, this study delves deeper into the cognitive, emotional, and behavioral factors that also play significant roles. Analyzing Apple’s iphone purchase behavior reveals that cognitive factors, such as rationalizing the purchase, are crucial in justifying the decision to buy. Emotional factors, including the feelings and motivations that drive consumers, are key in triggering the purchase. Behavioral factors, on the other hand, encompass how the product is consumed and how customers interact with it and with each other. Marketers should carefully examine each of these factors and utilize their insights strategically. Businesses should foster close collaboration between marketing and product development teams to ensure they not only communicate the brand’s promise effectively but also deliver on it consistently.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

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.

Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina)

Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.

Operational excellence in online food delivery service: the role of food biosafety measures

PurposeThis study explores how food biosafety measures (FBM), electronic service quality and product quality influence consumer satisfaction and loyalty in the online food delivery service (OFDS) sector. It also integrates the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to form a robust framework for assessing consumer behaviours and providing insights for this sector.Design/methodology/approachData from 877 Colombian urban consumers were collected. The proposed theoretical model was tested using structural equation modelling (SEM) in the SEMinR package of the R program (an open-source programming language).FindingsThe results reveal that food biosafety measures and product quality are the most essential factors for OFDS consumers. Besides, food biosafety measures strongly affect product and e-service quality, which in turn significantly and directly impact consumer satisfaction and loyalty. This means that it is necessary to consider both visible actions strongly related to product quality and invisible actions that highlight the role of e-service quality in ensuring operational excellence.Practical implicationsTo maintain customer satisfaction and loyalty, OFDS managers should consider first working with restaurants that practice high food biosafety measures so that the order leaves the restaurant in good condition. However, OFDS should maintain these measures to ensure operational excellence from the order on the platform until delivery to the end consumer.Originality/valueThis innovative study demonstrates how FBMs directly affect perceptions of service, product quality, satisfaction and loyalty. This goes beyond traditional findings suggesting that food biosafety measures' influence is only indirect and mediated by satisfaction.

The Influence Of Digital Marketing And VAT (Value Added Tax) Literacy On Consumer Purchasing Behavior

This study aimed to examine the impact of digital marketing and VAT (Value Added Tax) literacy on consumer purchasing behavior. It investigates how marketing through digital media, along with VAT literacy, can affect respondents as consumers across both online and offline platforms. The research employs a quantitative approach, utilizing primary data collected through questionnaires and multiple linear regression techniques. The population consists of 387 students from “Universitas Advent Indonesia,” who graduated in 2023, with a sample of 151 students from the economics faculty. The sampling method used is probability sampling, resulting in 82 respondents. The independent variables are digital marketing and VAT (Value Added Tax) literacy, while the dependent variable is consumer purchasing behavior. This study utilizes SPSS 27 software. The findings indicate that digital marketing and VAT literacy, when considered together, influence consumer purchasing behavior. Additionally, the results of the study shows that effective digital marketing strategies can strengthen consumer relationships and enhance loyalty, making them essential in today’s digital age. However, VAT literacy has little impact on purchasing behavior since the surveyed respondents already have high VAT literacy.

Cooking Time, Seed Darkening, and Iron and Zinc Concentrations of Selected Andean Genotypes of Common Bean

ABSTRACTCooking time (CT), post‐harvest darkening (PHD), and micronutrient content influence consumer preference of common bean (Phaseolus vulgaris L.) varieties. The objective of this study was to evaluate Andean genotypes for CT, PHD, and seed iron and zinc concentration. A total of 52 genotypes belonging to three market classes, namely, purple‐speckled (Kabulangeti), yellows, and cranberry (sugar beans), were grown at the Golden Valley Agricultural Research Trust (GART) Farm and the Mpika Research Farm in Zambia and assessed for CT, PHD, and seed iron and zinc concentration. The fastest cooking genotype among all 52 genotypes was a yellow genotype, Y1612‐5. Yellow genotypes generally cooked faster than the Kabulangeti and sugar types. Among the elite lines with Kabulangeti seed types, which is a dominant market class in Zambia, the elite line K175 had faster CT and higher iron and zinc concentration than the Kabulangeti landrace race currently available on the Zambian market. Kabulangeti and sugar genotypes showed regular darkening, whereas yellows did not darken. The yellow genotype Y1612‐3 was particularly outstanding because of its unique combination of high concentrations of both iron and zinc. Therefore, it can be used to introgress these two essential minerals into variable genetic backgrounds. The significant variability and high to moderate heritability for CT (0.85) and iron (0.81) and zinc (0.58) concentration observed in the current study suggest that it is possible to make progress in breeding for faster cooking varieties that are rich in iron and zinc.

Fear-Driven Surge: Food Delivery Apps in a Changing World

Pandemics tend to significantly disrupt the global business landscape, but they primarily impact the hospitality industry. Meanwhile, in such a scenario, online purchasing experienced a remarkable surge, particularly through food delivery apps. Fear’s impact on food delivery app usage has received little attention. Our study addresses this gap by exploring how fear and perceived threat influence consumers’ search efforts for online food, ultimately affecting their experience. We have analyzed data using PLS-SEM, and our results indicate how fear and perceived threats affect customers’ search behavior. These findings can help businesses improve user experiences, address fears, and manage uncertainty in food delivery app usage during the pandemic.

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.

Analysis of Determinants of Envitonmrntal Awareness Among Beef Consumers

Objective: The objective of this study is to analyze the determinants of environmental awareness among beef consumers in Brazil, focusing on the acceptance of the Carbon Neutral Beef label. Theoretical Framework: The literature review covers the growing consumer concern for sustainability and animal welfare. The concept of Carbon Neutral Beef, developed by EMBRAPA, is discussed as a strategy to mitigate methane emissions in livestock production. Previous studies indicate that factors such as education, income, and environmental awareness influence consumers' willingness to pay more for sustainable beef. Method: The research employed a quantitative approach, applying a survey to beef consumers in Brazil. A total of 256 completed questionnaires were analyzed, and the data were processed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The Tobit econometric model was employed to identify the determinants of consumers' environmental awareness. Results and Discussion: The results show that most consumers prefer beef with sustainability attributes, influenced by income, education, and concern for the environment. The Tobit model indicated that variables such as educational level and household income are significant determinants of environmental awareness. These consumers are willing to pay more for beef that respects the environment and animal welfare. Research Implications: The study provides insights for the beef industry on the importance of adopting sustainable production practices. Originality/Value: The study provides insights for the beef industry on the importance of adopting sustainable production practices.

The Ease of Use of Applications and Quality of Service Toward Consumer Loyalty in Cargo Express Service Companies, Bekasi, Indonesia

This study tries to assess the effect that may occur among the ease of use of applications on consumer loyalty, quality of service on consumer loyalty, ease of use of applications, and quality of service on consumer loyalty. This study aims to determine how important application usability and service quality are influencing consumer loyalty.This study, discusses the factors that can affect consumer loyalty and determines how much influence the ease of use of applications and service quality have on consumer loyalty. This research utilized purposive sampling. The data gathering approach utilized in this study is questionnaires with Google Forms media. The prerequisite test from the data obtained uses the data quality test and the classical assumption test. This study employed the following data analysis techniques: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple regression analysis, statistical t test (partial), F test (simultaneous), and coefficient of determination (R2). The final results show that the two independent variables (the ease of use of applications, quality service) were significantly affected by the dependent variable (consumer loyalty). According to the report, service quality and application simplicity of use account for 42.6% of client loyalty. Keywords: the ease of use of applications, service quality, consumer loyalty

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.

How Perceived Similarity between Travel Destinations and Hometowns Influences Consumer Experience in Online Travel Blind Boxes: The Mediating Role of the Aha Moment

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity.