Model Of Consumer Behavior Research Articles

Development of a Viewing-Purchase Model for Live Streaming Commerce: A Social Exchange Perspective

Live streaming commerce has rapidly emerged as a key platform in e-commerce, yet the socio-technical mechanisms underlying consumer-platform interactions remain underexplored. This study addresses this gap by examining both task-oriented purchasing behaviors and pleasure-driven engagement through the lens of social exchange theory. A web-based survey was conducted with 300 respondents in South Korea, all of whom had prior experience with live streaming commerce. The data were analyzed using PLS-SEM to evaluate the proposed model. The results reveal that procedural and interactional justice positively affect trust, while co-experience enhances perceived playfulness. Both trust and playfulness, in turn, significantly impact purchase and repeated viewing intentions. These findings provide valuable insights into the dynamics of live commerce, offering a comprehensive model for understanding consumer behavior in the context of live commerce.

Impact of electronic word of mouth (e-WOM) on purchasing decisions: an empirical study

PurposeIn today’s fast-paced and interconnected market, companies must adapt to the evolving demands of their customers. Therefore, it is essential to examine the impact of online reviews on potential customers' intent to purchase. This study seeks to identify the characteristics of electronic word-of-mouth (eWOM) that influence a buyer’s intention to purchase goods and services.Design/methodology/approachWe used the snowball sampling method to collect data using a pre-tested survey instrument with a five-point Likert scale. We received 696 usable responses. We conducted assumption tests to ensure that we could use covariance-based structural equation modelling (CB-SEM) for data analysis. The collected data were analysed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to compute the latent variables. We then tested our research hypotheses using CB-SEM.FindingsEight latent constructs – perceived persuasion, perceived information, image aesthetics, ease_of_experience, eWOM_credibility, eWOM_usefulness and eWOM_adoption – have been identified, which determine the influence of eWOM on purchase intent (PI) for both tangible and experiential products. Though the structural model emerged relatively similar, the constructs had differential impacts on PI for commodities and services. The perceived information quality and source trustworthiness had a greater impact on eWOM credibility in the case of services than in the case of commodities, while image aesthetics played a more crucial role in determining the eWOM credibility for commodities than services. In both cases, credible eWOM was found useful, but a persuasive eWOM influenced its perceived usefulness more in the case of commodities. The likelihood of adopting a useful eWOM and converting it to positive PI is present in the case of both services and commodities, but the impact is much higher in the case of services.Research limitations/implicationsThe study has examined the interplay of three theoretical consumer behaviour models: elaboration likelihood model (ELM), stimulus-organism-response model (SOR), and information adoption model (IAM). Thus, it adds to the existing literature on the characteristics of eWOM that influence the PI of online buyers.Practical implicationsThis study’s findings demonstrate how eWOM influences consumers' perceptions of the utility of goods and services, impacting their intention to purchase. It also provides valuable insights into marketing and consumer behaviour in the Indian market. Thus, this study assists marketers in adjusting their digital marketing strategies to ensure the effective use of eWOM characteristics to positively influence the PI of the target audience in the Indian market.Originality/valueThis research study examines the relationship between eWOM characteristics and PI for both goods and services sectors. Most existing literature is skewed towards specific service sectors, such as hospitality and health care. A generalised comparative study is what makes this research work unique.

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.

AI-empowered consumer behavior analysis for trustworthy track recommendation over musical dance electronic products

—In the digital music era, accurate and trustworthy track recommendations for musical dance electronic products are becoming increasingly important to improve user experiences and attract more consumers. Consumer behavior modeling is critical in user interest learning and has been extensively used in recommender systems to improve recommendation accuracy. This paper proposes a novel AI-empowered consumer behavior analysis method for trustworthy track recommendations over musical dance electronic products. Specifically, we first model consumer behavior by integrating collaborative filtering and a hidden Markov model to capture the key interactive patterns between consumers and musical dance electronic products. Then, we develop a trustworthy track recommendation method based on multi-layer attention representation learning, which leverages scattering transform for audio preprocessing and attention-based independent recurrent neural networks for encoding user preferences and product features. Extensive experiments on real-world datasets demonstrate the superiority of our proposed method in terms of recommendation accuracy and trustworthiness.

Dissecting investment frequency: examining the role of social influence, investors’ perception of gender discrimination, involvement, access to information and risk tolerance

PurposeThe recent economic changes in India and the gender discrimination practices of the patriarchal society have forced Indian women to turn to the financial sector as an essential means of generating returns. This study aims to identify the factors influencing investors’ investment frequency in India’s two most recognized metropolitan areas.Design/methodology/approachThe authors applied structural equation modeling to augment Allport’s consumer behavior model and the social influence theory for assessing the frequency of investments made by 690 investors. The direct and indirect linkages in the proposed model were evaluated using moderation and mediation techniques.FindingsThe study’s findings show that investors’ perceptions of gender discrimination practices and social influence considerably increase investors’ involvement, magnifying their investment frequency. In addition, access to reliable information reinforces the relationship between investors’ involvement and their frequency of investments, whereas the low-risk tolerance weakens this association.Research limitations/implicationsThe findings could help policymakers, investors, financial media outlets, financial experts, educational institutions and society strengthen India’s financial sector by leveraging the linkage between the underlying constructs and investors’ behavior.Originality/valueThe aspects of involvement and gender inequality have not garnered enough attention in the previous studies on behavioral finance. The study delves deeper into investor behavior by establishing a link between the underlying constructs and broadening the horizons of prominent consumer behavior models. It also unfurls the moderating role of access to information and risk tolerance to comprehend the association better.

Factors that influence consumers’ inclination to acquire counterfeit luxury goods

This study investigates the influence of perceived value and perceived risk on consumer intentions to purchase counterfeit luxury goods, drawing upon an integrated theoretical framework encompassing perceived value theory, risk perception theory, and consumer behavior models. Through a quantitative research design involving a structured survey and Structural Equation Modeling (SEM), the study examines the relationships among perceived value dimensions (functional, emotional, social, economic), perceived risk factors (financial, social, performance), consumer attitudes, and purchase intentions. The findings reveal that perceived value positively influences purchase intentions, with consumer attitudes acting as a critical mediating mechanism. Conversely, perceived risk negatively impacts purchase intentions, with this relationship also mediated by consumer attitudes. Furthermore, Bayesian Network analysis uncovers the indirect pathways through which perceived risk shapes purchase intentions via its influence on consumer attitudes. By integrating these theoretical frameworks and employing advanced analytical techniques, this study contributes to a comprehensive understanding of the complex decision-making processes underlying counterfeit luxury goods consumption. The findings provide valuable insights for policymakers, luxury brand managers, and consumer protection agencies in devising targeted strategies to address consumer perceptions of value and risk, ultimately mitigating the proliferation of counterfeit luxury goods.

Bridging the Intention-Behavior Gap in Organic Food Consumption: Empirical Evidence from China.

The transition to a low-carbon economy emphasizes the importance of green and low-carbon consumption; yet, there is often a discrepancy between consumers' intentions and their actual behavior regarding organic foods. This study aims to identify strategies to bridge this gap. The research model of organic food consumption intention and behavior is constructed, and a structural equation model is used to test the research hypotheses based on a valid sample of 480 residents of Guangdong Province through an online questionnaire survey. Further, the intention‒behavior gap is defined and its determinants are investigated through multiclass logistic regression. Finally, we categorize and forecast the alignment between consumption intentions and behaviors using machine learning algorithms. The results reveal that attitudes, social interactions, and cognitive information play crucial roles in aligning intentions with behaviors. By enhancing social information exchange or improving cognitive understanding, consumers can reduce their intention‒behavior discrepancy. This research offers valuable policy recommendations for fostering green consumption among residents from various perspectives.

Models of consumer behavior on the market and selected factors influencing behavior of consumers on the electricity market in Poland

Zachowania konsumentów stanowią interesujące zagadnienie zarówno z punktu widzenia naukowego, jak i biznesowego. Wiedza o tym, dlaczego konsumenci zachowują się w określony sposób, podejmując decyzje zakupowe, wspiera przedsiębiorstwo w dążeniu do osiągnięcia sukcesu na rynku. Celem artykułu jest identyfikacja i analiza wpływu wybranych czynników na zachowania konsumentów na rynku energii elektrycznej. Istotnym elementem artykułu jest przegląd literatury polskiej oraz zagranicznej dotyczącej zachowań konsumentów oraz omówienie modelu zachowań Howarda-Shetha oraz Nicosii, wraz z odniesieniem do determinant zachowania konsumentów. W artykule omówione zostały również wyniki badania wpływu wybranych czynników na zachowania konsumentów na rynku energii elektrycznej dotyczące nowych produktów oferowanych na rynku energii elektrycznej. Wyniki przeprowadzonego badania wskazują, że największy wpływ na zachowania konsumentów względem nowych produktów energetycznych mogą mieć czynniki o charakterze psychologicznym oraz ekonomicznym.

How influencer characteristics drive Gen Z behavioural intentions of selecting fast-food restaurants: mediating roles of consumer emotions and self-construal

PurposeThis study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.Design/methodology/approachA cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.FindingsInfluencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.Practical implicationsMarketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.Originality/valueOnly a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

Factors influencing green, environmentally-friendly consumer behaviour

Abstract Excessive consumption of non-green products contributes to increasing levels of environmental damage. One effort to overcome this problem is to influence consumer behavior in a more environment-friendly direction. Therefore, it is necessary to identify factors that influence environment-green consumer behavior. The main aim of this research is to build a more comprehensive consumer behavior model inductively using artificial intelligence algorithms. This research aims to identify factors based on questionnaire instruments and interviews as data collection methods. Questionnaires were distributed to the public in the province of West Java, Indonesia, where only 253 respondents gave valid answers. This research measures stated behavior and not actual behavior. This research focuses on variables that influence environment-green consumer behavior, including environmental knowledge, environmental concern, health concern (HC), attitude toward behavior (ATB), subjective norm (SN), perceived price (PP), perceived value and quality, and green consumer behavior (GCB). All variables were validated using the partial least square-structural equation model method using SmartPLS 4.0 software. Furthermore, the validated variables were modeled and classified using the support vector machine (SVM) method. The test results show that all variables, both direct and indirect, have a positive and significant influence on environment-green consumer behavior, with a significant level of p < 0.05 and t > 1.96. The SVM modeling predictions reach a high level of accuracy of about 96%. This means that the variables ATB, SN, and PVC have a direct effect on GCB. Additionally, most respondents fell into the “less environment-green behavior” classification, indicating there is a space for improvement in promoting environment-green choices.

Non-functional demand model vs functional demand model: prospects for competitiveness in a transforming world

The purpose of the article is to analyse the problem of changing the relationship between non-functional and functional demand. The main task of the presented research is to define the most competitive model (based on functional or non-functional demand) of consumer behaviour in the conditions of the economy of the 20s of the XXI century. To solve this problem, we studied the structure of consumer demand: functional and non-functional ones. We identified the features of non-functional demand, and considered the reasons for its expansion in modern society. Moreover, paper highlights fixing changes in consumer orientations, which resulted in the search for satisfaction not only of material needs, but also aesthetic, emotional, and social ones. It allowed us to formulate a conclusion on the existence of objective reasons for the spread of non-functional demand. Within the framework of non-functional demand, we perform an analysis of origin and expansion of the downshifting phenomenon through the transformation of the basis of functional demand. The authors believe that qualitative changes in global socio-economic development have revolutionized the theoretical concepts of rationality, which are the basis of the functional demand model. Nevertheless, authors criticise the interpretation of downshifting as a model of irrational consumer behaviour, and put forward a hypothesis on the legitimacy of this new phenomenon to be analysed within the framework of functional demand. The authors consider the assumption of the possibility of changing the objectives of society to be a condition for the realization of this hypothesis. it can cause the transformation of «efficiency» concept over the past 300 years. Paper forecasts increasing of non-economic goals rationality, cooperation, mutual benefits, and the coupling of knowledge and technology to moral, cultural, and ethical principles and norms. As a result, in the contrary to the widespread assessment of downshifting as a deviant form of consumer behavior, there was put forward hypothesis considering downshifting as a part of classical consumer choice matrix, taking into account the transformation of this matrix itself.

Advancing the consumer behaviour theory in halal food: review literature and directions for future research

PurposeThis paper aims to examine existing literature on halal food consumption from the perspective of consumer behaviour research. It identifies progress, current state and gaps and provides direction for future research to advance the field.Design/methodology/approachThis paper reviewed papers from 2007 to 2023 using Scopus and WOS databases. The review used the Theories–Context–Characteristics–Methods (TCCM) framework and followed the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) protocol.FindingsThe review summarises the methods, theory and approaches used in the topic and presents key findings and a proposed framework. It can guide future researchers in developing their models, making it a valuable starting point for future research. Despite the existence of SRL in halal food to the best of the authors’ knowledge, this work is the first review that proposes a model for halal food in consumer behaviour.Originality/valueThis review provides a twofold contribution. First, this review's theoretical contribution is advancing consumer behaviour literature on halal food. Second, this work's practical contribution is to enrich practitioners' understanding of the antecedents of consumer behaviour regarding halal food. This is the first review proposing a consumer behaviour model for Halal food. It makes a theoretical contribution to understanding consumer behaviour on Halal food and provides practical insights for practitioners.

Points-of-differences that shape consumer preferences for a hype brand: The case of Mixue’s fast growth

Companies position their brands to consumers using points of difference, attributes, or advantages that consumers strongly associate with the brand and cannot be found in competing brands. Mixue is an ice cream brand that enjoyed significant attention in early 2023. The question is, why did this ice cream outlet receive spectacular attention in such a short time? To answer this question, based on the theory of consumer behavior models that asserts that a company's marketing efforts influence consumer decision-making, the authors theorize that the intentionally created point of difference (PODs) boost consumer preferences. To confirm that applied theory, the authors collected data from 136 respondents who have visited Mixue outlets by distributing questionnaires via Google Forms. The partial least square (PLS), with the help of WarpPLS 7.0 and SPSS 26, reveals that intrinsic and extrinsic product attributes positively and significantly impact consumer preferences. However, these controllable variables only account for 32% of consumer preference and 68% of unidentified non-POD factors. The challenge for the company in maintaining success in the long term is to enhance its uniqueness by increasing the contribution of the PODs. Other researchers are suggested to investigate non-POD factors.

Influence of online searches for campaign messages on voting behaviour in Ghana

This study ascertained the influence of political party campaign message information search on the behaviour of voters in Ghana. The researchers however conducted this study by applying the perspectives of consumer behaviour to voter behavior with an objective to examine how the behaviour of consumers (voters) is influenced by the search for information on election campaign messages in their decision-making process. The examination used quantitative research to determine the relationship between voting behaviour and political campaign with the cross-sectional survey deployed to collect data from 7203 voters in Accra. These voters were selected through random sampling and the data was collected with questionnaires. The study measured voter (consumer) behaviour from three dimensions namely psychological, social and personal behaviour. The Structural Equation Model (SEM) in Amos was used for the analysis to establish the relationship between the variables. The study revealed that significant positive relationship between campaign message information search and voter psychological behaviour. Likewise, information searches on campaign messages significantly influence voters' social and personal behaviour. The study concluded that the behaviour of voters is influenced by their search for content or details of political campaign messages. The study concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to developing and deploying a consumer behaviour model that recognises the challenges and changes with political-marketing campaigning for vote in Ghana Political parties/candidates should make available adequate information on their campaign promises and manifestos to voters to influence their behaviour towards winning their votes. This study has contributed significantly to the knowledge of literature in the field of political marketing. Nonetheless, further studies should be conducted in other jurisdictions other than Ghana to validate the model or test the hypotheses.

Bibliometric Analysis of Mobile Payment Technology Innovation in Financial Transaction Transformation

Mobile payment technology has become increasingly prevalent, reshaping the landscape of financial transactions globally. This study conducts a comprehensive bibliometric analysis to explore the trends, patterns, and dynamics surrounding mobile payment technology innovation. Through systematic data collection and analysis, key themes, influential authors, pivotal publications, and emerging topics in the field are identified and examined. The analysis reveals the transformative impact of mobile payment technology on financial systems, consumer behavior, and business models. Moreover, it underscores the significance of understanding the underlying factors influencing innovation in this domain. The findings provide valuable insights for researchers, policymakers, industry practitioners, and consumers, informing strategic decision-making and technological development efforts in the financial and technology sectors.

SUSTAINABILITY OF THE GASTRONOMIC SERVICE FOR THE POSITIONING OF THE TOURIST DESTINATION IN BAHÍA DE CARÁQUEZ: ECUADOR

Objective: Evaluate the gastronomic services offered by restaurants in the area to define the level of impact it has on the perception of national and international consumers. Theoretical Framework: Preliminary studies demonstrate that the consumer behavior evaluation model for the marketing of tourist destinations from its methodological context is presumed to model consumer behavior from an ex-ante assessment, the design of change actions and an ex-post reevaluation. ; contributes to achieving changes and allows obtaining better economic and commercial results in the tourist destination proposed by Lemoine; Hernández et al., (2021). Method: The methodology was structured in three stages that from its conception facilitated a study in accordance with the quantitative research demands. Through the inductive method, certain behavior of the gastronomic activity was observed, denoting representative statistics to develop efficient management and business decision making. Results and Discussion: In the evaluation, it was determined to classify the gastronomic services into three categories where two restaurants represented 54% of the best evaluated in category A, three represented 28% that placed it in category B and 9 that represent 18% that belong to category “C” and are considered regular. Research Implications: The investigation shows that digital platforms such as Tripadvisor contribute to decision making and define effective strategies to achieve business objectives. Originality/Value: Fisher Matrix adapted to the research object made it easier to observe the deficiencies of the gastronomic activity with the purpose of using as a strategy the modeling of the behavior of the consumer who frequents the destination.

Изследване на потребителските нагласи по отношение на инфлуенсърите и тяхното сътрудничество с брандове в България

The research aims to examine consumer attitudes towards influencers and their collaborations with brands in Bulgaria. It was conducted online during the period December 2020 – January 2021. A total of 304 respondents completed a questionnaire with 18 closed and open-ended questions. The primary objective is to determine whether there is a presence of pseudo-influence in Bulgaria, driven purely by profitability, or if there is an evolving influencer culture. Additionally, the study seeks to answer whether Bulgaria genuinely has influencers or if it follows a Western model of product and service consumption behavior.

A Study on the Effect of OTT Service Attributes on OTT Consumption Behavior; Focusing on 20’s

In media and content research, if research was mainly conducted from the perspective of "viewing" in the existing legacy media market, it is time to study from the perspective of "consumption" of purchasing and consuming OTT services as the global market expands after COVID-19. Therefore, through this study it is intended to be the starting point and catalyst for establishing a consumer behavior model in the media and content fields. In addition, we would like to provide implications for domestic OTT service research and OTT service practitioners by grasping the OTT consumption behavior of the generation through OTT service attributes in their 20s, which are emerging as the main consumption in the era of globalization.

MODEL OF CONSUMER BEHAVIOR WHEN APPLYING AI AT EVERY POINT OF CONSUMER CONTACT

The article outlines the basic aspects needed to study the consumer behavior. The first of them is related to existing sources of information on consumer behavior that use modern technologies. For this purpose, both online and physical sources of information using AI are presented. The second aspect is about the factors that influence consumer behavior. The third question is related to the role of AI technology for consumer experience in the purchase process. These three aspects are set as the framework needed to build the presented model of consumer behavior when applying AI at every point of consumer contact.

Classification model of electricity consumption behavior based on sparse denoising autoencoder feature dimensionality reduction and spectral clustering

The development of electrical measurement technology has brought high latitude residential electricity consumption data to power companies, which contains the characteristics of users' electricity consumption behavior and provides data support for the behavior classification. In order to improve the efficiency of data feature extraction and the accuracy of electricity consumption behavior identification, a classification model based on sparse denoising autoencoder feature dimensionality reduction and spectral clustering is proposed in this paper. Firstly, the sparse denoising autoencoder (SDAE) and the manually defining electricity consumption characteristic indicators are deployed to extract features from the residential daily electricity consumption data, and then the spectral clustering is employed to classify the extracted electricity consumption characteristics. Secondly, the t-distributed stochastic neighbor embedding (t-SNE) is applied to visualize and analyze the classification results, and on this basis, the secondary classification is implemented to fix the issue of the confused electricity consumption behaviors. Finally, the typical consumption behavior curves are calculated by Gaussian distance weighting method, and the characteristics of power consumption behavior are analyzed and summarized. The proposed approach is evaluated and verified by using the electricity dataset in Fujian, China.