Online Purchase Decisions Research Articles

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Video blogs (Vlogs) and video bloggers (Vloggers) have gained importance in marketing with their entertaining and educational content as they are attracting huge numbers of viewers and are therefore shaping many consumers’ attitudes and purchase decisions. Research on vlogs concentrated on content characteristics, vlogger characteristics and general vlog features. However, this stream of research is fragmented, mostly ignores vlog audience motivations and lacks empirical investigations that parsimoniously study influence of certain vlog and vlogger characteristics on consumers’ online purchase decisions. The purpose of this study is to explore the impact of vlog content value in terms of informativeness and entertainment and vlogger personal characteristics such as authoritative and engagement knowledge on consumers’ information satisfaction and further on their intention to shop online. With this aim, data were gathered via an online survey from 627 purposively sampled respondents and a theoretical structural equation model was tested. Vlog content’s informative and entertaining value and authoritative knowledge of the vlogger were found to be important factors explaining information satisfaction, whereas the effect of engagement knowledge on information satisfaction was insignificant. Furthermore, strong impact of information satisfaction on intention to shop online was determined. Managerial and theoretical implications are discussed in the paper.

Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia

Electronic Word Of Mouth has become one of the important factors needed by consumers to decide on an online purchase. This study was conducted to determine the effect of e-Wom (electronic word of mouth) on online purchasing decisions for Food Beverage products in the Tokopedia marketplace. The type of data used in this study is quantitative data where the data is recorded using numbers and classifications or information obtained from the distribution of questionnaires, then the data is processed using the SmartPLS3 application. The results of the study found that the variables (intensity, valence of opinion, and content) of e-WOM had a positive and significant influence on purchasing decisions. Keywords : Electronic Word Of Mouth, purchasing decisions

Determinan Online Purchasing Decisions and Its Impact on Online Re-Purchase in Tangerang Selatan and Jakarta

Purpose of this research discuss issues concerning to the purchase of repeated online done consumers/customers to the online. Respondents in this research was the consumers who makes purchase of products online in the areas surrounding the South Tangerang - Jakarta pass judgment in the form of answer a list of questionnaire researchers. Technique the analysis used to answer hypothesis in this research uses Structural Equation Modeling; should be conducted by Software Amos 22.00. Sample of the used as many as 200 respondents who being in the region South Tangerang-Jakarta. The results provide a summary associated with the decision to purchase the online there one variable product innovations have no influence, while two other variables affecting the promotion and trust. Online price relating to the purchase of online birthday there is one variable promotion the price does not affect, while two other variables affect. product innovations and trust.

The impact of online reviews on product returns

PurposeThe value of online reviews has been well documented by academics and practitioners. However, to maximise the benefits of consumer reviews, online sellers must avoid the negative consequences associated with customer feedback, such as reputation loss, or product returns after purchase. In developing a better understanding of the relationships between online reviews and their potential for negative impacts, this research aims to explore product returns. Through a quantitative model, this research demonstrates why online reviews can result in product return behaviours.Design/methodology/approachThe hypotheses were tested via two studies. In Study 1, the authors examine the direct effects of review valence and review volume on product returns by analysing secondary data on 4,995 stores on China's Taobao.com. Study 2 further extends and validates the findings of Study 1 with a survey sample of 795 participants across several online shopping platforms. This analysis examines the mechanics and conditions that influence the relationships between online reviews and product returns through partial least squares-structural equation modelling (PLS-SEM).FindingsThe results show that both review valence (i.e. average star ratings) and the number of reviews can increase the probability of product returns due to the high expectations that result from positive online reviews. Further, the effect of review valence on product returns is stronger for first-time purchasers at a store. In terms of mitigation, the analysis shows that bilateral communications between sellers and buyers can temper the unrealistic expectations set by positive reviews, leading to fewer product returns.Originality/valueThis research adds to the literature on online reviews by exploring the negative consequences of online reviews and the role they play in online purchasing decisions. The findings also provide direct evidence as to why online reviews can result in more product returns, adding clarity to extant research which contains conflicting conclusions as to how online reviews affect product return behaviours.

The Effect of Online Customer Review, Influencer Marketing, Quality Website on Purchase Decisions Online on Online Marketplace Shopee

This research was conducted to analyze and know the influence of Online Customer Reviews, Influencer Marketing, Website Quality, on Online Purchasing Decisions at Shopee's Online Marketplace. The analytical method used in this research is descriptive analysis and multiple linear regression analysis. This type of research is associative research and the data used are primary data obtained with a list of questions whose measurements use an interval scale. Hypothesis testing is done using SPSS. The results of the research conducted indicate that simultaneously the variables Online Customer Review, Influencer Marketing, Quality Website have a significant effect on Purchasing Decisions Online on the Online Marketplace Shopee. However, partially it is known that in the results of the above research it is known that the coefficient value of the Online Customer Review variable 0.196 is negative with T count (1.742).

Comparative Analysis of Increasing Online Purchase Decisions during the Covid-19 Pandemic Period among Tangerang area and South Tangerang

The basis of research aims to determine the impact of the Covid-19 pandemic, especially on the factors that trigger online purchase decisions made. This study is a comparative study because it compares the effect of Online Promotion (X1) and Lifestyle (X2) Online Purchasing Decisions (Y) between the areas of Tangerang City and South Tangerang. The research questionnaire was distributed within 11 days and obtained 165 valid respondents. The questionnaire was processed using the SPSS 20 program, and from the validity test results it turns out that only 38 statements are valid. From other test results, it was found that the statement was constant, normally distributed and did not occure heteroscedastidity and multicollinearity in the two regression equations formed in each region. The relationship between variables in each region is not very strong. The results obtained are that all hypotheses are proven, namely: Online Promotion and Lifestyle Influence on Purchasing Decisions, as well as proven that there are differences in influencing factors in the two regions. The difference that occurs is in Tangerang City the dominant purchasing decision is influenced by the Online Promotion offered, while in South Tangerang the two factors affect equally.

Effect of Promotion, Ease of Use & Consumer Confidence on Online Purchasing Decisions at Shopee

The purpose of this study was: to know the positive and significant usefulness of consumer online purchasing decisions on e-commarce shopee, to know the positive and significant influence of sales promotion on consumer online purchasing decisions, to know the positive and significant influence of the ease of use of shopee application on purchasing decisions, to know the positive and significant influence of consumer confidence on consumer purchasing decisions. The research was conducted for three months, starting from November 2020 to January 2021. The research method used is survey method with causality approach. The population in this study is the population of Jakarta High School students amounting to 100 respondents. Data collection techniques using literature and questionnaire techniques. The data was analyzed using IBM SPSS Statistics 23.0, Based on ANOVA test or F statistical test obtained calculated F value of 8,492 with probability level of 0.000. A much smaller probability when compared to 0.05, then the regression model can be used to predict purchasing decisions or it can be said that the variable Sales promotion, ease of use and public trust together have a significant effect on online purchasing decisions in shopee.

The Effect of Quality Price Promotions on Online Purchase Decision (Survey on Consumers with Studets Target)

The Effect of Quality Price Promotions on Online Purchase Decision (Survey on Consumers with Studets Target)

The Effect of Online Customer Review, Influencer Marketing, Quality Website on Purchase Decisions Online on Online Marketplace Shopee

The Effect of Online Customer Review, Influencer Marketing, Quality Website on Purchase Decisions Online on Online Marketplace Shopee

Influence of age on browsing habits of consumers and the factors affecting the online purchase decisions

Influence of age on browsing habits of consumers and the factors affecting the online purchase decisions

Influence of age on browsing habits of consumers and the factors affecting the online purchase decisions

Influence of age on browsing habits of consumers and the factors affecting the online purchase decisions

Influence of Perceived Usefulness and User Generated Content on Consumer Trust to make Online Purchase Decision

Influence of Perceived Usefulness and User Generated Content on Consumer Trust to make Online Purchase Decision

Factors influencing online and in-store purchase of telecommunications services and equipment in Croatia

The purpose of this paper is to examine differences in factors affecting the probability of online and in-store purchase of telecommunications equipment in the Republic of Croatia. Online questionnaire survey conducted in September 2019 gathered responses that identified respondents’: method of telecommunications services and equipment purchase, their information gathering tools, factors affecting respondents’ telecommunications services and equipment purchasing decisions in general, and online and in-store purchasing decisions. 125 gathered responses were analysed using a binomial logistic regression. The results state that general factors incite respondents to purchase telecommunications equipment and services instore. Factors inciting online purchases are enabling factors and cause respondents to purchase telecommunications services and equipment online. Responses were further divided into subsamples depending on gender and education level. Results are consistent in tested subsamples. In the sample of male respondents, the results are consistent, while the female subsample shows does not exhibit statistically significant results. Furthermore, subsamples that allowed education level differences showed the results are supported for the subsample of respondents with higher education, and are not supported for respondents with secondary education.

Keputusan Santri Dalam Membeli Di Online Shop: Antara Lifestyle, Trust Dan Price

This study aims to determine the influence of Lifestyle Trust and Prices on Purchasing Decisions in Onlineshop at Raudlatul Falah Islamic Boarding School Students in Pati Patis. This type of research is quantitative, with a total sample of 81 respondents. Data analysis techniques include validity test, reliability test, classic assumption test, multiple linear regression analysis, coefficient of determination, and t- test. The results of this study indicate that lifestyle and trust have a positive and significant effect, while price does not significantly influence purchasing decisions online at Raudlatul Falah boarding school students in Gembong Pati. With a lifestyle significance test of 0, 000 with a t- count of 6. 374, a significance level of confidence of 0. 002 with a t- count of 2. 350, and a price significance level of- 0. 786 with t- count of- 0. 273. It can be concluded that H1 and H2 in this study were accepted and H3 was rejected.

Does the dispersion of online review ratings affect review helpfulness?

The impact of online consumer reviews on online purchase decisions has increased with the growth of e-commerce. This paper tries to explain how rating dispersion impacts the process of review consumption based on the heuristic systematic model. For this research, 10,198 online consumer reviews for 516 DVD products were collected from Amazon.com using a web data crawler. Our results show that when trusting average ratings (i.e., when rating dispersion is low), the incentive to read individual reviews decreases because of the principle of least effort. In this case, consumers consider average ratings to be representative of collective intelligence, so rating inconsistency negatively impacts review helpfulness. On the other hand, when average ratings are not trusted (i.e., when rating dispersion is high), the incentive to read individual reviews increases because of the principle of sufficiency. When it happens, extreme ratings affects review helpfulness more because extreme opinions are not ambiguous. Our findings provide new perspectives to address the inconsistent findings of the previous studies on rating and review helpfulness, and the practical implications for e-commerce platforms.

Capturing Opportunities in the Industrial Revolution 4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online Buying

This study aims to examined the effect of e-commerce, digital marketing, and consumer prestige on instant online buying decisions with perceived quality as an intervening variable on millennial generation. This research used survey design with purposive sampling. This research was conducted on 152 students in Yogyakarta who had already done online shopping in the marketplace. Data analysis was performed using Structural Equation Model (SEM) using Analysis Moment Structure (AMOS). This research proves that there is a positive influence on the use of e-commerce, digital marketing, and prestige on instant online buying decisions of consumers with perceived quality as an intervening variable on millennial consumers. The direct factor that influences instant online buying decisions is perceived quality, while e-commerce, digital marketing and prestige have an indirect effect on instant online buying because they have to pass through perceived quality. Theoretical and practical implications are discussed later.

Estímulos sensoriales en prácticas de neuromarketing aplicadas al proceso de decisión de compra online, caso: Empresas de licores en la ciudad de Ambato

El mundo empresarial actual se enfrenta a cambios mercados cada vez más acelerados, si los hábitos de compra ya habían comenzado a tomar otras direcciones, sumándose, a la crisis económica provocada por la pandemia que ha ocasionado la suspensión total o parcial de las actividades comerciales, los consumidores se ven obligados a cambiar radicalmente su comportamiento de compra y consumo, dependiendo así de la conectividad digital para realizar cualquier gestión. Por lo tanto, las empresas deben analizar en cómo invertir en estrategias y herramientas online, el marketing sensorial utiliza los cinco sentidos, para despertar el deseo de consumir un determinado producto y promover la toma de decisiones de compra inmediata. Este estudio tiene como objetivo determinar los estímulos sensoriales más influyentes entre los consumidores en el proceso de decisión de compra online. El enfoque de la investigación fue cualitativo, ya que gracias a la revisión literaria se pudo desarrollar el instrumento de recolección de datos y cuantitativo porque se calculó el nivel de percepción de los estímulos visuales y auditivos de los consumidores. A través de un alcance descriptivo y un diseño no experimental se pudo determinar los estímulos sensoriales más influyentes que debe ser analizados en el proceso de decisión de compra online. La muestra de estudio fue de trecientos setenta y nueve (379) personas que consumen licor, información clave para el desarrollo de la investigación. El resultado principal obtenido fue qué, el estímulo visual se activó en primera instancia tanto en hombre como en mujeres después de visualizar el video publicitario. Se concluye que el marketing sensorial aplicado a las compras online tiene sus límites. Sin embargo, los sentidos visuales y auditivos puedes estimularse para orientar la decisión de compra.

Pengaruh e-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian online di Daerah Istimewa Yogyakarta

Transactions with internet media in Indonesia have experienced rapid growth along with the increasing use of the internet in Indonesia. In 2018 internet users in Indonesia reached 171.17 million users, or 64.8% of the population of Indonesia. Of these, 96% of internet users in Indonesia have made transactions with internet media. Word of mouth communication is transformed into E-WOM (electronic word of mouth) along with the development of internet technology at this time. The purpose of this study is to analyze the dimensions of e-Wom, namely the effect of intensity (intensity), valence of opinion (content of opinion) and content (content) on online purchasing decisions in the Special Region of Yogyakarta. The sampling method used in this study was non-probability sampling using purposive sampling technique for a sample of 100 respondents scattered in Sleman, Yogyakarta, Bantul, Kulonprogo and Gunungkidul. Data analysis in this research uses Multiple Linear Regression. The results of this study indicate that valence of opinion and content are variables that have a positive and significant influence on online purchasing decisions in the Special Region of Yogyakarta. While the intensity variable has a positive but not significant effect on online purchasing decisions in the Special Region of Yogyakarta. 24.6% of online purchasing decisions in the Special Region of Yogyakarta are influenced jointly by intensity, valence of opinion and content, the rest by other reasons

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE BUSANA MUSLIM DI INDUSTRI NANAD HIJAB CIBINONG BOGOR

Perkembangan fashion muslimah di tanah air mengalami kemajuan yang pesat. Dikarenakan banyaknya kesadaran wanita muslimah dalam berpakaian tertutup sesuai dengan syariat Islam, membuat busana muslim saat ini menjadi sebuah kebutuhan. Kondisi tersebut memberikan dampak bagi para pengusaha industri pakaian untuk berlomba dalam menciptakan inovasi dan memproduksi pakaian muslim. Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga, promosi, dan tempat secara parsial dan simultan terhadap keputusan pembelian produk busana muslim pada Industri Nanad Hijab Cibinong Bogor. Jenis penelitian menggunakan metode kuantitatif kausalitas. Sampel penelitian ini meliputi konsumen yang membeli produk Nanad Hijab secara online melalui aplikasi Shopee sebanyak 80 responden. Teknik analisis data yang digunakan adalah analisa regresi linier berganda. Hasil penelitian menunjukkan bahwa Variabel produk, harga dan promosi secara parsial dan simultan berpengaruh signifikan terhadap keputusan pembelian online busana muslim di Industri Nanad Hijab Cibinong Bogor.

The influence of trust on the online purchase decisions with buying interest on the social networking site Instagram: case study of online shop users on Instagram

Background of this study is the internet technology improvement through social media Instagram which has huge potential on online selling. It found the fraud case that occurs through Instagram it is causes purchasing decreases. Price, information quality and purchase interest as the main factors which causes someone to shopping via online. The research cases study implementing to an online shop which is engaged in the food sector. This research used 5 variables such as consumer trust, price, information quality as an independent variable, online purchasing decisions as a dependent variable, with purchasing interest as variable intervening. This research used SmartPLS 3.0. The research method that used is qualitative approach, the associative type research, data collection technique used questionnaire, and the type of data that used is primary data which obtained of 95 respondents which already shopping via online in Instagram. The result showed that consumer trust, price, and information quality on purchasing interest with consumer trust and purchasing interest on the purchasing decision which has positive effect and significant, while price and information quality has no effect on the purchasing decision. Purchase interest is able to mediate between consumer confidence in purchasing decisions, the price of the purchase decision, and the intention of buying is not able to mediate the quality of the information on the purchase decision.