Online Purchase Intention Research Articles

Business and Customer-Based Chatbot Activities: The Role of Customer Satisfaction in Online Purchase Intention and Intention to Reuse Chatbots

In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that provides never-ending customer support by using dialog-based chatbots, especially in the field of customer service. However, there is a lack of research investigating the impact of business and customer-based chatbot activities together on online purchase intention and the intention to reuse chatbots. This research considers the use of chatbots as a marketing tool from both customer and business perspectives and aims to determine the factors that affect the customers’ intention to purchase online and reuse chatbots. Accordingly, the impact on customer satisfaction with chatbot usage, which is based on chatbots’ communication quality and customers’ motivations to use chatbots, on online purchase intention and intention to reuse chatbots was examined. Through an online questionnaire with two hundred and ten participants, employing structural equation modeling, we revealed that customer satisfaction with chatbot usage has a greater impact on the intention to reuse chatbots than on online purchase intentions. In addition, chatbot communication quality has a greater impact on customer satisfaction with chatbot usage than customers’ motivation to use chatbots. To solidify these findings, confirmatory factor analysis, along with reliability and validity assessments, were implemented within the analytical framework to provide robust support for the study’s hypotheses. These findings not only provide empirical evidence and implications for companies in online shopping but also extend the understanding of AI tools in marketing, highlighting their subtle impact on consumer decision-making in the dynamic digital marketplace.

The Dominance of TikTok in Shaping Online Purchasing Intention

In recent years, TikTok has emerged as a dominant force in the realm of social media, captivating millions worldwide with its short-form video content. This paper explores the significant influence of TikTok on consumers' online purchase intentions. Through an examination of relevant literature and empirical studies, the paper elucidates the mechanisms through which TikTok impacts consumer behavior and decision-making processes. It delves into the role of user-generated content, influencer marketing, and algorithmic recommendations in shaping consumer preferences and driving purchase intentions on the platform. Additionally, the paper discusses the unique features of TikTok, such as its immersive and engaging format, personalized content delivery, and seamless integration of e-commerce functionalities, which contribute to its efficacy as a persuasive tool for brands and marketers. Furthermore, the paper highlights the implications of TikTok's dominance for businesses seeking to leverage the platform for marketing purposes and outlines strategies for effectively harnessing its potential to enhance online sales and brand engagement. Overall, this paper sheds light on the transformative influence of TikTok in the digital landscape and underscores its pivotal role in shaping contemporary consumer behavior and purchase intentions.

Factors Influencing Online Purchase Intention: The Mediating Role of Attitude toward Online Shopping: An Empirical Study in Cosmetics Sector in Jordan

This study aims to determine the factors that influence online purchase intentions in the cosmetics sector in Jordan. The results showed that online sales promotion, electronic word-of-mouth, online product presentation and perceived risk have significantly influenced OPI and attitude towards online shopping, which mediates the relationship between independent variables and online purchase intention in the cosmetics sector in Jordan. The study recommends to examine the same factors in more sectors, as people in different sectors may have different characteristics and distinct behaviors; so, the findings may lack generalizability.

CONSUMERS’ DIGITAL LITERACY LEVELS AND ONLINE PURCHASING INTENTIONS: GENERATIONS X, Y, AND Z

Purpose: This study aimed to determine consumers’ digital literacy levels, whether their digital literacy levels had an effect on their online purchasing behaviour, and whether their digital literacy levels varied with their demographic characteristics. Few studies in the marketing literature have investigated the concept of digital literacy, which has become an important issue for consumer behaviour. Material and Method: In this study, in which quantitative research methods were used, data were collected from 627 consumers through online survey method. The conceptual model of the study was tested using structural equation modeling. Findings: This study found statistically significantly differences between the generations’ digital literacy levels and online purchasing intentions. Results: Especially for online communication, it is recommended to develop applications and content that will attract and use consumers with different digital literacy levels.

Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions

PurposeThe purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process.Design/methodology/approachThe study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling.FindingsThe findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment.Practical implicationsCompanies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions.Originality/valueThe existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.

Assessing the impacts of peer-to-peer recommender system on online shopping: PLS-SEM approach

Peer-to-peer recommender systems play a critical role in online shopping in Vietnam. This paper aims to identify the relationship between Recommendation Quality and Purchase Intention and the moderating effects of Attitude and Trust on this relationship. Partial Least Squares Structural Equation Modeling was used as a research method. The sample consisted of 365 respondents who frequently use recommender system when shopping online. Data were collected using non-probability sampling method. The questionnaire is delivered to online customers who frequently rely on peer-to-peer recommender systems to make a purchase decision. The results show that Recommendation Transparency, Recommendation Accuracy, Recommendation Novelty, and Recommendation Diversity are positively related to Recommendation Quality. Consequently, Recommendation Quality has a positive impact on Attitude, Trust, and Purchase Intention. Besides, Attitude has a positive impact on online Purchase Intention. Trust also has a positive impact on online Purchase Intention. Practical implications are proposed to improve the impacts of peer-to-peer recommender systems on online shopping.

Price, Marketing Communications and E-commerce Services on Consumer Purchase Intention in Online Shopping

General Background: The rise of technology and internet use has significantly influenced shopping behaviors in Indonesia, particularly with the growth of online shopping. Specific Background: Factors such as price, marketing communication, and e-commerce services are essential in shaping consumer purchasing decisions in this digital space. Knowledge Gap: Limited research has examined the combined impact of these variables on online purchase intentions. Aims: This study investigates the effects of price, marketing communication, and e-commerce services on consumer purchasing intentions. Results: Using a quantitative approach with 96 respondents, the analysis reveals that all independent variables significantly influence consumer purchase intentions in online shopping. Novelty: This research integrates multiple influencing factors into a single study, emphasizing their collective impact. Implications: Findings indicate that e-commerce platforms should focus on competitive pricing, effective marketing strategies, and quality services to enhance consumer purchase intentions, contributing to a thriving online retail environment. Highlights: Significant Influence: Price, marketing communication, and e-commerce services collectively impact consumer purchasing decisions in online shopping. Research Gap: This study fills the void by examining the combined effects of multiple factors on purchase intentions. Strategic Implications: E-commerce platforms should prioritize competitive pricing and effective marketing strategies to boost consumer engagement and sales. Keywords: Price, Marketing Communication, E-Commerce Services, Consumer Purchase Intention, Online Shopping

THE FACTOR INFLUENCES STUDENT’S ONLINE PURCHASING EXPERIENCES ACROSS A VARIETY OF SOCIAL MEDIA PLATFORMS

This study examines the experiences of students at a university in northern Malaysia who make online purchases using social media platforms such as Facebook, TikTok, and Instagram. TikTok, and Instagram. Social media has become an important online shopping platform due to the rapid growth of e-commerce, and it has a huge impact on consumer behavior, especially for younger consumers.The aim of the study is to understand what motivates students to use different social media platforms to make their online purchases, as well as the benefits and difficulties encountered and the satisfaction obtained. There are three objectives studied in this study, which are to identify the factor of perceived usefulness that influences student’s online purchase intention, to identify the factor of perceived of ease-ofuse that influences student’s online purchase intention and to identify the factor of trust that influences students’ online purchase intention. This study was conducted using a thematic analysis, involving a total of seven university students as respondents. The results of the analysis show that there are five factors that influence online purchase decisions. The five factors are: demonstration factors, comments, convenience, trustworthiness, and engaging content. The findings of this study have successfully answered the research questions and research objectives as mentioned before.

How Content Attributes of Short Video Influence Online Purchase Intention: The Mediating Role of Perceived Value

In today’s digital landscape, short videos have become a dominant form of visual communication, captivating millions on social media and platforms like “TikTok.” As the short video sector flourishes, increasing businesses are turning to these platforms for marketing purposes. Despite this trend, there’s a noticeable gap in comprehensive understanding and research on the elements that drive consumer purchases through short video platforms. A survey exploring the impact of short video content attributes on consumer buying intentions was conducted to address this problem. The survey received input from 342 Chinese users of short video platforms. SEM was run to analyse data. The results of this study have shown that consumers tend to have both a better understanding and a more favourable impression of the product after watching clear and informative short videos. Additionally, the impact of clarity, practicality, and promotional prices on purchasing intentions is indirectly affected by the lens of the perceived value. The research offers insights into short video marketing and purchasing behaviour by providing valuable information regarding the Chinese market, but results may not apply elsewhere due to cultural and market differences. It is essential to explore in the next stage if the obtained outcomes are applicable to different cultures. Moreover, the study is based on self-reported data that can be influenced by social desirability bias and memory bias. Further studies might equip themselves with behavioral data, such as real purchase records, to complement the information from subjects to make up for the constraints of such self-reporting.

Evaluating Online Purchase Intentions among Malaysian Private University Students: The Role of Perceived Risk, and Trust in Online Vendors

Evaluating Online Purchase Intentions among Malaysian Private University Students: The Role of Perceived Risk, and Trust in Online Vendors

Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group

In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.

Model of Motivational Drivers of Online Purchase Intention: Mediating Role of Consumers Commitment

Over the years, marketing has substantially developed both as an academic field and as a management activity. Notwithstanding the heightened attention, there is a lack of adequate research on the online purchasing intentions for fashion products. This article aims to develop a model of the motivational drivers that affect consumers' online purchase intentions for fashion products in Nigeria. The study posited a conceptual framework linking motivating drivers to online purchase intentions for fashion products, mediated by consumer commitment. The study employs secondary data to guide the study. The proposed conceptual model is developed as a reflecting formative type II construct. Prospective researchers are urged to undertake empirical investigations grounded in the conceptual framework presented in this study. The limitations identified in this study will stimulate debates regarding the need to improve comprehension of the drivers influencing online purchase intentions for fashion products. The study will contribute to the existing literature by identifying the drivers influencing online fashion product purchases.

The Influence of Interactivity in E-commerce Live Streaming on Consumers' Online Purchase Intention

The Influence of Interactivity in E-commerce Live Streaming on Consumers' Online Purchase Intention

Customer purchase intention towards agricultural products on Vietnam online retail platforms

This study aims to investigate significant factors affecting customers’ online purchase intentions towards agricultural products in Vietnam. A questionnaire survey was conducted to collect data from 250 customers who have experience in the online shopping sector. The collected data were analyzed by SPSS 26 software. The results reveal that perceived usefulness, perceived ease of use, brand reputation, subjective norm, and perceived risk are direct predictors of customers’ online purchase intention for agricultural products on Vietnam retailing platforms. Particularly, perceived usefulness is found to have the greatest impact on customers’ online purchase intention, followed by perceived risk and then brand reputation. Meanwhile, perceived risk has negative impacts, perceived usefulness and brand reputation pose positive impacts for online purchase intention towards retailing platforms. Meaningfully, this study provides significant contributions about online customer behaviour in both theoretical and practical aspects, especially in a developing area of agricultural products such as that found in Vietnam.

I genuinely recognize you: how technological engagement and privacy increase the online purchase intent of consumers

Purpose The purpose of the study was to explore the purchase intention of online consumers by proposing and validating a model supported by exhaustive reviews from top-rated journals, where digital technology, consumer privacy, consumer engagement and online advertising were the extracted constructs influencing consumer learning on digital platforms and finally evaluating the purchase intention of online consumers. Design/methodology/approach A questionnaire representing these constructs was then sent to the 470 respondents on LinkedIn, and then designations like business heads, managers and faculty from educational institutions were selected using a stratified sampling technique and, finally, PLS-SEM robust computation standards aided in research model assessment and validation. Findings Results predicted that the variance explained by individual independent constructs defines consumer privacy as a priority for companies, followed by online advertising, consumer engagement and digital technology while measuring the final purchase intent for online consumption. Also, with dynamism in consumer sentiments and a rapidly changing technological environment, the consumer’s digital behaviour may differ in the coming future in relation to their online purchase intent. Research limitations/implications Current research anticipates that the final online purchase intent of consumers has been vividly covered by our independent constructs, but an unexplained R2 of 31% still promotes prospects related to the existing research. Furthermore, India has a huge rural population that, with a lack of money, has a complex behavioural mindset due to religious issues. Practical implications It is important to note that in a real-time market, a better understanding of the duality of persuasive and smart technology and the evaluation of the performance of social media helps in deciding the final online consumer intent. Originality/value The need for digital transformation has become an essential necessity for companies while managing the expectations and needs of the fastest-growing online consumers.

Online opinion leadership styles and purchase intention in livestreaming e-commerce

ABSTRACT As online opinion leaders and persuaders, livestreamers enable the widespread success of livestreaming e-commerce by substantially impacting viewers’ online purchase intention. Yet, extant studies have overlooked online opinion leadership styles exhibited by livestreamers and how these influence viewers’ online purchase intention. We explore this issue by developing a comprehensive framework of livestreamers’ online opinion leadership styles, comprising authentic, ethical, servant, and participative dimensions, based on both livestreaming and opinion leadership literature. Then, drawing on regulatory focus theory, the partial least square-structural equal modeling analysis of survey data collected from 321 Chinese viewers revealed that livestreamers with authentic and ethical online opinion leadership styles promote viewers’ prevention focus. Next, livestreamers with the servant and participative styles promote viewers’ promotion focus. Finally, viewers’ prevention and promotion focus propel their online purchase intention. Our findings contribute to the development of a comprehensive framework of online opinion leadership styles in computer-mediated livestreaming e-commerce.

An empirical analysis of eWOM valence effects: Integrating stimulus-organism-response, trust transfer theory, and theory of planned behavior perspectives

The dynamic impact of electronic word-of-mouth (eWOM) valence on consumer attitudes and perceptions emphasizes the necessity of understanding how online reviews influence consumer behavior in the digital age. This study thus addresses this challenge by integrating the perspectives of the Stimulus-Organism-Response (SOR) model with trust transfer theory and the Theory of Planned Behavior (TPB) as the theoretical foundation for the proposed conceptual research framework. Employing structural equation modeling (SEM), this study analyzed experimental survey data collected from 601 Indonesian Instagram users in August 2023. The findings reveal that eWOM valence positively affects consumer brand attitudes and perceived brand quality, subsequently driving online engagement and purchase intentions. The study challenges established relationships by demonstrating how brand attitude and perceived brand quality mediate the influence of eWOM valence. Additionally, this study highlights the critical moderating roles of eWOM credibility and influencer familiarity in strengthening the impact of eWOM valence. This research scrutinizes a context not widely explored in the current literature of eWOM studies by integrating these moderators and focusing on the dynamic interactions within social media platforms, providing new insights for digital marketers and social media influencers aiming to enhance consumer engagement and purchase intentions in the digital domain.

Pengaruh Kampanye di Akun Instagram Traveloka terhadap Online Purchase Intention

Background: The e-commerce industry in Indonesia has experienced extraordinary growth in recent years. The rapid growth of e-commerce then gave birth to e-commerce in the form of a travel agent service called Traveloka. Currently, the tagline #DontWorryNoLoss is the latest benefit offered by Traveloka to its consumers. The #DontWorryNoLoss campaign by Traveloka on Instagram is aimed at getting the target audience interested in buying their products online, which in this context is travel agent services through their application or website. Purpose: This research aims to examine the influence of the #DontWorryNoLoss campaign on the Traveloka Instagram account on online purchase intention. The background to this problem is the rapid growth of e-commerce and the role of social media in product promotion. The problem formulation focuses on how attitude toward the behavior, subjective norms, and perceived behavioral control influence consumer purchasing intentions. The theory used in this research is the Theory of Planned Behavior developed by Ajzen (1991). The aim of the research is to determine the significant influence of these three variables on the online purchase intention of Instagram followers @traveloka.id. Method: The research method used was an explanatory survey by distributing questionnaires to 81 respondents. Results: The results of this research show that there is a positive and significant influence of the #DontWorryNoLoss campaign on the online purchase intention of @traveloka.id followers.

Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention in international marketing. However, little research has investigated consumer purchase intention toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) retailers in CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are the most influential theories explaining online purchase intention, yet few studies have integrated them. Therefore, the purpose of this study is to integrate the TAM and CTT to shed light on consumer purchase intention toward POI-retailers in CBEC. Based on 364 respondents visiting a real-life POI-retailer’s country-specific website and answering a questionnaire, findings reveal that perceived usefulness, ease of use, and trust do not significantly impact purchase intention. Instead, perceived usefulness and ease of use need to be mediated by both trust and commitment, while trust needs to be mediated by commitment to affect purchase intention. This suggests that the path to consumer purchase intention toward POI-retailers differs from the findings of previous studies based on TAM and CTT.

Influence of Tiktok video content on youth people's online shopping intention for fashion items

This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.