Consumer Motivations Research Articles

Cross-cultural Marketing: Analysis of Marketing Strategies and Consumer Behavior Under Different Cultural Backgrounds

The marketing strategy and consumption behavior of the intelligent board writing software in the cross-cultural market are deeply discussed. Based on the analysis of market demand and consumption habits under different cultural backgrounds, various effective marketing strategies of cross-cultural market are put forward. First, in order to better meet the needs of users in different regions, the importance of language localization and cultural adaptation is emphasized. Secondly, according to the needs of different brand image and marketing methods under different cultural backgrounds, the brand positioning and market segmentation strategy are discussed, and it is pointed out that there need to be different. Finally, according to the specific measures of increasing the market share and brand influence of intelligent board book software, the selection of online and offline marketing channels is analyzed, combined with the purchasing motivation and use habits of consumers.

What motivates consumers to adopt controversial green mobility innovations? The case of shared e-bikes and e-scooters

Green innovations sometimes have a debatable environmental impact, which could be related to how their adopters use them. This paper examines five factors encompassing a consumer trait of being innovative and various motivations that could help further understand the adoption of controversial green innovations. Mainly, this paper examines the use decision and users' behavioral intentions in two green innovations that have received mixed opinions – shared e-bikes and e-scooters, and how they are related to a consumer trait (eco-innovativeness) and consumer motivations (instrumental, environmental, hedonic, and symbolic). We surveyed shared e-bike and e-scooter users (n = 337) and non-users (n = 1001) in Sweden and applied structural equation modeling to test the relationship between the factors and adoption. Results show that eco-innovativeness and motivations affect use decisions and behavioral intentions differently. Specifically, environmental motivations negatively affect use decisions but are positively significant in future behavioral intentions. Hedonic motivations have the strongest effects, which could help explain the controversy surrounding shared e-bikes and e-scooters. Theoretically, we contribute to understanding how traits and motivations are significant in the diffusion of green innovations. The paper shows that despite being mainly promoted as good for the environment, other motivations could significantly drive the adoption of novel green products. Practically, this indicates that promotion and public policies surrounding green innovations should not be limited to communicating their functional and pro-environmental attributes.

Predictors of Mobile News Consumption through News Applications (Apps): The Impacts of Audience Characteristics, Media Usage, and Motivations

This study investigates news audiences’ platform preferences, usage patterns, and factors affecting their mobile news consumption through news apps. Four explanatory factors, news app users’ demographics, news media usage, perceptions, and motivations, are proposed to predict adoption intention. By surveying 698 mobile news app users in the US, this study’s findings indicate that user perceptions of news apps (i.e., perceived ease of use, compatibility, relative content advantage, and observability) and instrumental motivations of news consumption (i.e., information-seeking and opinion needs) best predict news consumers’ willingness to continue using mobile news apps. Theoretical and practical implications are discussed to offer new insights into mobile news audience behavior and inform current digital publishers on cross-media strategies in the highly competitive mobile news market.

An Analysis of Drinking Motives in the Maintenance of Co-Occurring Obsessive–Compulsive Symptoms and Alcohol Misuse

Objective: Despite the commonly observed co-occurrence of obsessive–compulsive symptoms (OCS) and substance use in clinical populations, few researchers have examined potential mechanisms which contribute to this relationship. This study assessed the mediating role of drinking motives in the relationship between OCS, alcohol consumption, and its resulting health risks among U.S. adults. Methods: Adult participants (n = 1966; M age = 47.72, SD = 17.91; 76.30% female; 86.10% non-Hispanic White) sourced from Research Match answered an online questionnaire containing measures related to substance use and anxiety-related symptoms. Results: As hypothesized, there was a significant positive indirect path between OCS and both alcohol consumption and risky alcohol use through coping motives. However, there were also small indirect effects of OCS through social motivations for consumption and conformity motivations for risky alcohol use. Conclusions: These results add evidence that coping motives play a role in OCS and alcohol misuse and highlights the need to also consider drinking motives related to social facilitation and conformity in those with co-occurring OCS and alcohol misuse.

Analysis of International Consumer Behavior: The Attraction and Purchase Motivation of TikTok Live Commerce

In recent years, with the development of internet technology and the popularity of social media, TikTok has emerged as a new social media platform, attracting a large number of users with its unique short video and live streaming features. TikTok live commerce, as a new type of e-commerce model, directly showcases products to consumers through live streaming and interacts with them in real-time, greatly enhancing the consumer purchase experience. This study aims to explore the attraction and purchase motivation of international consumers towards TikTok live commerce, analyzing its characteristics and consumer behavior to reveal the reasons for its success and future challenges.

Traditional fermented foods from Côte d'Ivoire: Knowledge, consumption and production methods in five localities surveyed

Traditional fermented foods (TFFs) play a critical role in the diet and cultural heritage of Côte d'Ivoire. This study aimed to explore the diversity, consumption patterns, and production methods of TFFs across five Ivorian cities: Bouaké, Korhogo, Daloa, San Pedro, and Aboisso. A survey conducted with 1894 participants from varied socio-demographic sectors assessed their familiarity with, and consumption of, TFFs. The findings indicate that while only 32.48% of respondents were aware of the term “TFFs,” the specific foods themselves were widely recognized and integrated into daily diets. The most familiar TFFs included “Attiéké" (99.47%), “Placali” (97.04%), “Gnonmi/Wonmi” (97.99%), “Dèguè" (97.04%), “Gari” (97.04%), “Baka/coco baka” (95.25%), “Bandji” (94.09%), “Soumbala” (91.18%), “Adjouevan” (91.18%) and “Tchapalo” (88.70%). Notably, 99% of participants reported including TFFs in their meals, with “Attiéké" and “Placali” being the most prevalent, except in Korhogo, where attiéké and “Soumbala” predominated. The primary motivations for TFFs consumption were preference (794 respondents), accessibility (735) and taste (596). Production techniques varied, with most TFFs being produced through spontaneous fermentation. This study underscores the significant, yet underappreciated, role of TFFs in Ivorian cuisine and suggests potential areas for further research in food science and cultural studies.

Post-pandemic motivations for consumers’ e-retailer preference in an emerging market: a qualitative approach

Purpose This paper aims to explore consumers’ post-pandemic (COVID-19) motivations for an e-retailer preference in an emerging market like India. Design/methodology/approach This study applied qualitative methodology to explore the research question, and 44 in-depth interviews were conducted with online consumers. The interviews were transcribed and analysed using open, axial and selective coding strategies. Findings This study identified seven post-pandemic motivations for consumers’ e-retailer preference, and the motivations were classified into: utilitarian (remote location and fast delivery, product choice and availability, comparative price and discounts and customer service), hedonic (aesthetics of the e-retailer store) and both utilitarian and hedonic (mobile-friendliness and user interface and interactivity). Research limitations/implications Creating knowledge post-pandemic period is essential. This study communicates empirical evidence to suggest consumers are motivated through both utilitarian and hedonic motivation for an e-retailer preference in an emerging market. Furthermore, the researchers are encouraged to collect data from more developing countries and test the proposed e-retailer preference factors. Practical implications The study offers new knowledge to online retail managers to understand how emerging market consumers prefer an e-retailer and strive to attract and retain customers in the market. Originality/value Past studies have highlighted the importance of consumer online shopping motivations and channel preferences. However, there is limited literature investigating how consumers prefer an e-retailer over other e-retailers for online shopping. This study addresses the gap in the existing retailing literature and offers fresh insights into how consumers prefer an e-retailer post-pandemic from an emerging market context.

Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases

The second-hand clothing (SHC) market has seen dynamic expansion, driven by shifts in consumer attitudes. However, motivations underlying customer engagement in this market remain largely unexplored. Accordingly, this study investigates factors driving consumer sentiment towards buying used clothing. Data were collected in 2023 from a sample of 254 European consumers. The results show that positive attitudes towards SHC are associated with high levels of economic, hedonic (treasure hunting) and ethical motivations, while strong fashion interest and materialism seem to coincide with more negative evaluations of SHC. Interestingly, treasure hunting motivation emerged as the strongest driver of SHC attitudes, surpassing both economic and ethical motivations, which were similar in strength. However, mediation analysis revealed complex interaction patterns among the attitudinal variables, with the potential of reversing the direction of average regression weights for individuals as well as subgroups of customers. This study offers a more nuanced understanding of consumer behavior in the SHC market. It provides practical recommendations for the marketing strategies of SHC vendors, and lays the groundwork for future research in this area.

Caffeine Motives and Its Effects of High Anxiety Sensitivity on Individuals

This study investigates the relationship between motives of caffeine consumption, stress and anxiety among individuals in age ranging from 18 – 40 years. The study was done with a sample size of 100 individuals and the data was collected using an online google survey and the responses were recorded. Quantitative analysis was done and then these were graded according to Anxiety sensitivity index (ASI). Anxiety and caffeine are reported to have an association (p = 0.656). In this study it was found that individuals consume caffeine for habit, pleasure, social interaction, to enhance productivity and to wake up. Also, caffeine relation with respect to anxiety was made using anxiety sensitivity and positive correlation was found for the same but as such no significant main effect of anxiety and caffeine consumption was made.

Social media influencers and followers’ conspicuous consumption: The mediation of fear of missing out and materialism

This study addresses the existing gap in theoretical and empirical research concerning the impact of social media influencers (SMIs) on followers' purchasing decisions. The primary aim is to explore and elucidate followers' journey from exposure to SMIs to the manifestation of conspicuous consumption. Grounded in the stimulus-organism-response framework and self-determination theory, the research proposes a dual model focusing on mediating factors such as social comparison, desire to mimic, materialism, and fear of missing out (FOMO). To achieve this objective, a survey targeting 272 respondents was conducted on the MTurk platform. The study findings reveal that exposure to SMIs triggers social comparisons and FOMO, subsequently influencing the acquisition of conspicuous products. Additionally, the study identifies that exposure to SMIs amplifies the desire to mimic and stimulates materialistic tendencies, thereby contributing to conspicuous consumption. The proposed Intrinsic-Extrinsic Consumption Motivation Model emerges as a novel framework to enhance our understanding of how SMIs influence conspicuous consumption, providing valuable insights for developing effective advertising programs.

Consumer's perceptions and motivations on the consumption of fortified foods and 3D food printing

Consumer attitudes and acceptance of emerging technologies in the food sector, as well as their application, are determining factors for their successful implementation. In this study, a survey was conducted in order to better know and understand the perception, motivation and consumption associated with fortified foods and 3DPF (3-Dimensional Printing Food). Key points such as food neophobia and factors involved in the opinion forming process towards 3DPF were included in the questionnaire (namely, perceived benefits, willingness to consume, food engagement, preference for familiar foods and affinity with digital tools). The results showed that the gender influences the knowledge in 3D printing as a technology and that 51.6 % of consumers are willing to try 3DPF. Consumers who want healthy food adapted to their needs are also more receptive to foods produced on 3D printers. 54.1 % of consumers indicate that if 3DPF were nutritionally richer than an equal and/or existing product on the market, they would be willing to buy it. Respondents also mentioned fruit and vegetable by-products and fish with no commercial value as the most suitable raw materials for 3D printing. Thus, it can be concluded that there is a clear motivation to try 3DPF, providing an opportunity for their inclusion in the future food chain.

Public preferences for policies promoting the conservation of a universally threatened species (Anguilla spp.): Insights from a choice experiment in Japan

The population of the Northern temperate eel species (Anguilla spp.) has undergone a significant decline, resulting in their classification as Endangered (American eel Anguilla rostrata and Japanese eel Anguilla japonica) or Critically Endangered (European eel Anguilla anguilla) by the IUCN. The growing global demand for Japanese cuisine and processed eel products could potentially exacerbate the vulnerability of these species. This research examines the acceptability of conservation policies among Japanese consumers. A discrete choice experiment was employed to investigate the social acceptance of target levels for national eel consumption reduction and to examine the trade-offs made by individuals between various policy instruments (e.g., combat against illegal trade, research on artificial reproduction, shift to substitute species, public awareness campaigns, eco-labelling) and the costs that they may be willing to incur. The econometric analysis identified two distinct groups with contrasting preferences. The first group exhibited strong support for the current situation. Conversely, the second group expressed preferences for expanding public intervention. We further explored the sources of heterogeneity. Paradoxically, we found that education attainment and environmental knowledge in relation to consumption motivations influenced individual preferences for the status quo. However, individuals with higher pro-environmental attitudes are more likely to accept a national target of consumption reduction. They are willing to pay for demand-oriented policy instruments to complement existing supply-side measures.

Pengaruh Kualitas Produk Dan Lokasi Terhadap Keputusan Pembelian Kopi Di Kedai Kopi Sachi Surabaya

The decision to purchase coffee at the Sachi coffee shop is not completely optimal, which can be seen from the fluctuating income of the Sachi Coffee Shop. This is caused by the suboptimal product quality, location and consumer motivation in making purchases at Kedai Kopi Sachi. This research aims to determine the influence of product quality, location and consumer motivation variables on coffee purchasing decisions at Sachi Coffee Shop. The data used in this research is primary data obtained by distributing questionnaires to process data regarding purchasing decisions, product quality, location and consumer motivation. Secondary data is obtained from literature, books, scientific journals, theses and other data sources related to research. This research uses quantitative methods. The independent variables used in this research are product quality (X1), location (X2). Based on the results of the T test, the product quality variable (X1) has a regression coefficient value of 0.19, indicating that tcount (2.353) > ttable (1.984) has a positive and significant effect. Location (X2) has a positive and significant effect on the decision to purchase coffee at the Sachi Coffee Shop in Surabaya. The regression coefficient value of (0.222) shows that tcount (3.465) > ttable (1.984) has a positive and significant effect. Based on the results of the F test, all independent variables have a close influence and have significance on the dependent variable, namely purchasing decisions (Y). The results of the F test research obtained a value of f count 21.278 > f table 3.090 with a significance level of 0.000 < 0.05, so it can be concluded that the quality variable product and location simultaneously influence the coffee purchasing decision variable at the Sachi Coffee Shop in Surabaya.

Exploring unconventional food plants used by local communities in a rural area of West Java, Indonesia: ethnobotanical assessment, use trends, and potential for improved nutrition

BackgroundAs one of the world’s biodiversity hotspots, Indonesia contains over 25,000 plant species, including unconventional food plants (UFPs). These plants are integral to the dietary practices of rural communities, providing essential nutrients often overlooked in modern diets. However, the use of UFP is declining, with both their dietary and cultural values being undermined. In rural West Java, this decline in UFP biodiversity coincides with public health challenges related to malnutrition. This study aims to document the diversity of UFPs used by local communities in rural West Java, assess their nutritional value, and explore their consumption practices.MethodsData were collected using mixed methods, including interviews with 20 key informants and food frequency questionnaire administered to 107 women in three villages in the area. The nutritional compositions of documented UFPs were obtained from literature and analysis. Bivariate correlation was used to analyze the relationships between UFP consumption frequency and potential correlates.ResultsThe study documented 52 species of UFPs from 29 families, many of which are rich in nutritional value. About half of respondents (56%) consumed UFPs moderately (2–3 times a week). UFP consumption frequency had a strong correlation (r = 0.70) with associated knowledge (r = 0.70, p < 0.01) and a weak correlation with age (r = 0.240, p = 0.015), livestock possession (r = 0.260, p = 0.008), and family size (r = − 0.220, p = 0.02). Motivations for UFP consumption included availability as free food (33%), medicinal value (26%), nostalgic value (23%), and preferred taste (18%). Most respondents (92%) agreed that consumption has declined compared to the past, with perceived reduced availability and lack of knowledge cited as the primary reasons for the declining trend.ConclusionsUFP use is common in the study area, where local communities value these plants for their critical roles in diet, medicine, and culture. Given their significant potential to meet dietary needs, educating and raising awareness about UFPs can enhance their consumption and contribute to food and nutrition security.

The luxury goods market: Understanding the psychology of Chinese consumers

The objective of this research is to construct a multifactorial model facilitating the assessment of the interrelation between aspects of Chinese consumers' attitudes towards luxury items and their psychological intent to acquire such goods. The paper presents a factorial model of the evaluation system, which encompasses factors such as luxury brand awareness, materialism, social comparison with peers, fashion novelty, and consumer engagement with fashion. The research findings indicate that: (1) there exists a positive correlation between the attitudes of Chinese consumers towards luxury items and their intention to acquire them; (2) Chinese consumers, overall, tend to disregard fashion innovations as a significant factor in luxury item purchasing decisions; (3) however, materialism as a motivation for conspicuous consumption and status has become a pivotal stimulating factor; (4) substantial influence is also exerted by the impact of luxury item acquisition on the owner's social status; (5) individuals possessing knowledge of fashion trends demonstrate a higher propensity to acquire luxury items. Theoretically, this study contributes to the broadening of the understanding of luxury goods consumption within the context of the Chinese market. This contribution holds value for researchers of this market, as well as those examining other regional markets, facilitating a comparative analysis of consumer behavior factors. From a practical perspective, the model is oriented towards expanding the toolkit available to managers and marketers. It enables an understanding of the psychological motives attracting Chinese consumers to the luxury goods market. This understanding, in turn, facilitates the formulation of an effective strategy for introducing new items into this market.

Sustainable Innovation in the Digital Age: Analyzing the Motivations of the Young Generation in Joining the Sharing Economy

The main goal of the article is to identify the most important motives of young consumers in Georgia to participate in business models of the sharing economy (car-, ride-, accommodation-, tool-, meal-, tech-, and fashion-sharing), as well as to justify the dominant form of participation (as users or as providers of sharing services). The study is based on a survey conducted in Georgia in 2023 of 60 young people aged 18 to 27 who identify as potential participants in the sharing economy. The study is structured as follows: in the first stage, participants were given specific scenarios for various categories of shared goods and services using digital platforms (relevant for the younger generation), in which they had to estimate the probability of their interest; at the second stage, it was determined which motives (financial, social, or environmental) are decisive in choosing the scenarios that aroused the most significant interest. The study showed that for all types of serial business models, the desire to be a user of e-services significantly outweighs the desire to be their provider: this gap is the largest for car-, accommodation-, and fashion-sharіng services, and the smallest for ride-, tool-, and meal-sharing services. Economic motives turned out to be dominant for those who see themselves as consumers of sharing services and those who are ready to be their providers. They have the biggest influence on tech-sharing sector. Social motives (peer influence and community involvement) appeared to be more critical for providers than consumers, with their influence being the strongest in the ride-, accommodation-, and fashion-sharing sectors. For young consumers in Georgia, environmental awareness turned out to be the most significant motive to participate in the sharing economy mainly in the car-sharing industry. For users of sharing services, the impact of the environmental factor appeared to be greater than for their potential providers. The constructed correlation matrices proved that for consumers of sharing services the following pairwise correlations are the most significant: car- and accommodation-sharing, car- and fashion-sharing, accommodation- and fashion-sharіng; while for providers the most significant are: car- and tech-sharіng, accommodation- and meal-sharing, tool- and meal-sharing, fashion- and tech-sharing.

Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events

Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events

The consumer purchase motivation of Organic Food in Online Retail

Organic food relies on consumer confidence as the driver of its buying process. Generally, consumers purchase it directly to ensure its organic guarantee. The increasing purchase of agricultural products and organic food online in Indonesia shows consumer confidence in organic products sold in e-commerce. These studies aimed to determine the driving factors of purchasing organic food through online retailing, the types of organic food purchased, and the relationship between consumer motivation and purchasing decisions. This study uses a cross-sectional method with a purposive sampling technique, and the data is processed using SPSS with General Linear Model analysis. The results from 102 respondents in Indonesia showed that convenience, practicality, and time efficiency as the biggest motivation of consumers (85.30%). On the other hand, pleasure is the slightest consumer motivation (1.0%). Vegetables and processed seeds/nuts are widely purchased as fresh and processed organic foods. The relationship between consumer motivation and online purchasing decisions is that both variables affect one another. The consumer motivation driving factors are diverse product variants, attractive packaging, organic labels, nutritional value, discounts, time efficiency in purchasing, easy-to-find online stores, and advertising. Affordable prices do not motivate consumers to purchase organic food online. Therefore, organic food consumers in Indonesia purchase products through online retailing for convenience.

특급호텔 이용자의 이용동기과 체면민감성이 자아존중감과 주관적 행복감에 미치는 영향

This study analyzed the impacts of 5-star luxury hotel users' consumption motivations and face sensitivity on their self-esteem and subjective happiness. The main findings are as follows: Firstly, hotel users' conspicuous consumption motivation negatively influenced their self-esteem, while pleasure-oriented motivation had a positive impact. This suggests that hotels need strategies to make hotel users appear more sophisticated and trendy while using their hotels. Secondly, among hotel users' face sensitivity factors, public consciousness and self-conscious shame negatively affected self-esteem, while social formality had a positive impact. This indicates that hotels should strategically devise physical and non-physical elements to encourage hotel users to think more positively about themselves. Thirdly, hotel users' self-esteem had a positive influence on subjective happiness. This implies that--although hotel users may consume to keep up with the trends, to show off, or to seek others' recognition--their positive self-perceptions ultimately lead to happiness. Lastly, hotel users' self-esteem showed significant indirect effects on their pleasure-oriented motivation, public consciousness, social formality, and subjective happiness. This underscores the importance of hotel environments--such as entertainment options, signature menus, amenities, and photo spots--in influencing individuals' subjective happiness, especially for hotel users who prioritize social awareness and formality.

Research on Consumption Characteristics and Marketing Strategy of Micro-short Drama from the Perspective of Self-Determination Theory

Purpose - With the integration of science, technology, and culture, micro-dramas have emerged as a new driving force in advancing China’s short video industry. The purpose of this study is to deeply understand and analyze the characteristics of consumer consumption behavior to provide a theoretical perspective for the marketing strategy of microdrama. Design/Methodology/Approach - Based on the internal motivation of consumers and the characteristics of the micro-drama industry, a comprehensive analysis framework is constructed based on the three core dimensions of “autonomy, ability and belonging” in the self-determination theory (SDT). Through literature review, case analysis, and other methods, the consumption characteristics of micro-dramas are systematically examined. Subsequently, targeted marketing strategies are proposed accordingly. Findings - The study shows that consumers show diversified motives and demands in the consumption of short dramas, among which the pursuit of autonomy, the sense of ability and the construction of belonging become the key factors affecting consumers’ decision-making. Based on these findings, this study further refines the consumption characteristics of microdramas and reveals the intrinsic link between them and marketing strategies. Research Implications - This study enriches the theoretical research in the field of drama marketing. Through indepth understanding of the consumption characteristics of consumers, enterprises can more accurately locate the target market and formulate more effective marketing strategies, so as to promote the sustainable and healthy development of the drama industry.