Consumer Behavior Perspective Research Articles

Electronic Word of Mouth engagement in social commerce platforms: An empirical study

The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented.

¿Es su mascota saludable? Un estudio sobre la aceptación de la comida orgánica para mascotas

Cifras a nivel global indican que la comida para mascotas presenta un constante crecimiento, y esta tendencia pro- yecta ocupar un alto porcentaje del mercado de productos para animales para el año 2021. Ante la necesidad de una mayor investigación que aborde el vínculo mascota-humano desde la perspectiva del comportamiento del consumidor, así como el desconocimiento del mercado de comida orgánica para mascotas en Medellín (Colombia), esta investiga- ción cuantitativa explora la aceptación que pueden tener estos productos en dicha ciudad. También busca conocer las actitudes e intención de compra de este tipo de comida y su relación con la humanización de mascotas. A partir de una encuesta realizada en línea se captaron 150 registros de consumidores entre los 18 y los 65 años, de los niveles socioe- conómicos medio y alto (4, 5 y 6) de la ciudad de Medellín. Los hallazgos evidencian que son las mujeres quienes tienen actitudes más positivas hacia la comida orgánica para mascotas, entendiendo que actitudes más positivas hacia este tipo de alimentos se traducen en una mayor intención de compra. Respecto al nivel de humanización de las mas- cotas se encontró que no existen diferencias significativas entre los encuestados. Este estudio se posiciona y aporta dentro del entendimiento del mercado de este tipo de alimentos en la capital de Antioquia.

Warranty Period Decision and Coordination in Closed-Loop Supply Chains Considering Remanufacturing and Consumer Behavior

The closed-loop supply chain management model is an effective way to promote sustainable economic development and environmental protection. Increasing the sales volume of remanufactured products to stimulate green growth is a key issue in the development of closed-loop supply chains. By designing an effective warranty strategy, customer’s perceived value can be enhanced and market demand can be stimulated. This study cuts through the warranty period of closed-loop supply chain products. Based on the perspective of consumer behavior, game theory is used to construct the optimal decision-making model for closed-loop supply chains. The optimal warranty decision making for new products and remanufactured products under centralized and decentralized decision-making models is discussed. Further, the impact of the closed-loop supply chain system with warranty services and the design of contract coordination is also shown. We show that consumer preference has a positive impact on the sales of remanufactured products and the profits of enterprises; with the extension of the new product and remanufacturing warranty period, the profit of the supply chain system first increases and then decreases, and the value is maximized at the extreme point in the manufacturer-led decision-making model. Furthermore, the leader gains higher profits with bargaining power, but the profit of the supply chain system under decentralized decision model is less than that of the centralized decision model, reflecting the double marginalization effect. The revenue sharing contract and the two-charge contract designed in this study coordinate the closed-loop supply chain system with warranty services, so that the member companies in the supply chain can achieve Pareto improvement.

Consumer centric antecedents to personal financial planning

PurposePersonal finance influences everything we buy and is a key driver of all economies. It has attracted significant research attention, mostly grounded in rational economics. However, it has not received adequate research attention in the consumer behavior literature. This study aims to address this gap by looking at some of the consumer-centric antecedents of short- and long-term personal financial planning, i.e. self-other orientation, cognitive style and time orientation.Design/methodology/approachA self-administered survey was used to collect data from full time employees. Hypotheses were tested using multiple regression analyses.FindingsBoth short- and long-term financial planning are positively associated with non-impulsive and analytical decision-making styles; whereas self and other orientation are only associated with short-term financial planning. Intuitive decision-making is not associated to either short- or long-term financial planning.Research limitations/implicationsWhile analytical and long-term orientation are still important for personal finance, in the short run, consumers are also driven by self and other orientation.Practical implicationsThe results are relevant for both products and services that have long-term and short-term financial implications for consumers.Originality/valueThis study explores financial planning decision-making from a consumer behavior perspective, and addresses a gap in consumer behavior literature.

Variables Influencing Cryptocurrency Use: A Technology Acceptance Model in Spain.

The first commercial transaction with the first cryptocurrency in 2010 marked the start of a revolution in transactions. Blockchain and cryptocurrencies will dramatically transform how we do transactions, just as the Internet revolutionized how we communicate. Currently, more than 2,000 cryptocurrencies are quoted on the market, and many more are being launched in initial coin offerings for use as an exchange method in a specific business ecosystem or as rights to assets or liabilities. As an emerging fintech, cryptocurrencies open up many opportunities, but they also pose significant challenges and limitations. This paper analyzes the key factors for the successful development of a cryptocurrency from a consumer-behavior perspective. Using a technology acceptance theoretical framework, we test a model able to explain almost 85% of the intention to use cryptocurrencies. Surprisingly, risk was not a significant factor. This could be because most of the respondents considered operating with cryptocurrencies to be risky; the lack of variability in their responses to the questions about perceived risk would explain this lack of explanatory power. However, willingness to manage cryptocurrency risk could be a precondition for adoption. The performance expectancy for a given cryptocurrency was the most important factor for its success. The research was conducted in Spain with college-educated adults with basic knowledge of the Internet.

The Impact of Warranty Efficiency of Remanufactured Products on Production Decisions and Green Growth Performance in Closed-Loop Supply Chain: Perspective of Consumer Behavior

Consumers cannot fully assess the quality of remanufactured products prior to purchase. To reduce consumer risk, closed-loop supply chains adopt a warranty strategy to enhance perceived value among customers and stimulate green growth. Based on Stackelberg game theory and considering consumers’ low-carbon and remanufactured product preferences, this paper aims to explore the decision-making efficiency of closed-loop supply chains with warranty services. The results of the study show that consumers’ confidence in purchasing remanufactured products has increased the demand for new products and remanufactured products, in turn also increasing the interest of the member companies of the supply chain, and stimulating the realization of the potential value of remanufacturing, which is conducive to green growth. When a remanufactured product warranty period meets certain conditions, the member companies of the supply chain can obtain optimal profit. The optimal warranty entity selection of a closed-loop supply chain with a warranty service depends on the warranty efficiency of each entity, thus making it necessary to examine the products of each warranty party.

Brand Joint Research Based on Geographical Indication Agricultural Products Network

This paper studies the network structure of geographical indication agricultural products in the field of e-commerce in Sichuan Province, and discusses the joint mechanism of geographical indication brands based on network structure. Taking the geographical indication products as the node, the consumer’s purchase behavior is the connection relationship, and the network structure of the geographical indication products is analyzed from the perspective of consumer behavior, and then the regional brand creation is based on this.This paper constructed a product——product network——brand alliance——regional brand geographical indication agricultural product regional brand creation path. The paper focuses on the resource dependent brand joint behavior based on individual interests, and the joint behavior of geographically dependent brands based on the perspective of regional interests. When the brand joint starting point is based on individual interests, it will tend to choose resource-based agricultural product brands that have strong commodity-related strength and can bring the greatest consumer transformation to themselves; when the brand joint starting point is to promote the regional-based regional economy, it will tend to start from the cluster-based brand alliance, emphasizing the development of a good geographical indication agricultural product brand to promote the development of a geographically-improved GI brand.

Adoption of Smart TV in UK and the Moderating Role of Viewer Classification

The UK TV market is a dynamic and rapidly evolving industry. This article investigates the factors affecting adoption intention of Smart TV in UK, and whether the customer's perception varies according to their viewing behavior and motivation. The proposed research model is empirically verified through an online survey of early adopters. Previous research has highlighted the gap in Smart TV research which is the consumer behavior perspective. The current study addresses this gap by integrating different theoretical perspectives from IT adoption and mass communication literature, providing a better explanation of Smart TV adoption and viewing behavior by end users. The findings also provide practical insight for marketers and policymakers of Smart TV devices and content providers in order to develop successful segmentation strategy.

Warranty Decision Model and Remanufacturing Coordination Mechanism in Closed-Loop Supply Chain: View from a Consumer Behavior Perspective

The remanufacturing warranty strategy has become an effective mechanism for reducing consumer risk and stimulating market demand in closed-loop supply chain management. Based on the characteristics of consumers’ behavior of purchase decisions, this paper studies the warranty decision model of remanufacturing closed-loop supply chain under the Stackelberg game model. The present study discussed and compared the decision variables, including remanufacturing product pricing, extended warranty service pricing, warranty period and supply chain system profit. The research shows that consumers’ decision-making significantly affirms the dual marginalization effect of the supply chain system while significantly affecting the supply chain warranty decision; the improved revenue sharing contract and the two charge contracts respectively coordinates the manufacturer-led and retail-oriented closed-loop supply chain system, which effectively implements the Pareto improvement of the closed-loop supply chain system with warranty services. In the present study, the model is verified and analyzed by numerical simulation.

Drivers and Barriers to Clean Cooking: A Systematic Literature Review from a Consumer Behavior Perspective

A lack of access to clean energy and use of traditional cooking systems have severe negative effects on health, especially among women and children, and on the environment. Despite increasing attention toward this topic, few studies have explored the factors influencing consumers’ adoption of improved cooking stoves (ICS). This systematic literature review (n = 81) aims to identify the main drivers and barriers to clean cooking from a consumer perspective. In addition, it aims to define how consumers perceive ICS with respect to traditional stoves. Thematic analysis revealed seven factors that may act as drivers or barriers to ICS adoption: economic factors; socio-demographics; fuel availability; attitude toward technology; awareness of the risks of traditional cookstoves and the benefits of ICS; location; and social and cultural influences. Perceptions focused on four topics: convenience and uses, aesthetics, health-related impacts, and environmental impacts. This review contributes to understanding of consumer behavior with regards to ICS. The findings suggest that availability and affordability of technology are not enough to enhance ICS adoption. Rather, policy makers and managers should approach customers with a less technical and a more personalized approach that takes due consideration of a local context and its social and cultural dynamics.

How perceived value drives the use of mobile financial services apps

Mobile information services have revolutionized business models and service delivery methods by facilitating consumer access to information and order placement via mobile apps. In developed markets, mobile banking (m-banking) and mobile payment (m-payment) applications have replaced text-based mobile services. However, extant research has not addressed these mobile financial services apps (MFSAs) adequately from the perspective of consumer behavior. Thus, the present study developed and tested a series of hypotheses related to the antecedents of perceived value of MFSA use; it also examined how such use affects the development of customers’ overall relationships with banks. Our hypotheses were tested using two samples (N = 992; N = 524) comprising different types of MFSA end-users in one of the leading countries in digital banking, Finland. The results supported most of the hypotheses and revealed that self-congruence and new product novelty are the principal drivers of perceived MFSA value. In addition, the findings show that the perceived value of MFSAs yields strong positive effects on customers’ overall satisfaction and commitment to their bank. The present study’s key managerial implication is that banks’ investments in developing MFSAs result in improved relationships with customers and increased business.

Online Website Cues Influencing the Purchase Intention of Generation Z Mediated by Trust

The apparel industry has repeatedly faced the problem of the return of products due to the intangibility factor. This intangibility of feel and touch of the product has constantly been attributed to the trust factor. This research endeavor tries to study the influence of online website cues such as Product presentation and Perceived interactivity) whether they have a decisive impact on the purchase intention of generation Z mediated by the trust factor. The paper examines trust as a mediating factor from the gaps of previous literature who fail to consider trust in the light of a consumer behavior perspective, as trust is a vital factor under the given conditions of risk and uncertainty. Online shopping is an activity which involves primary interaction with computers and customers, which acts similar to the concept of having a salesman in a traditional store that influences the purchase intention. Therefore trust needs to acts as the salient salesman in the web world. In the current study, a web-based survey was administered to 2000 sample size equally distributed to male and female respondents who fall into the Generation z classification.Structural equation modeling was performed to analyze the data. Results confirmed that all the necessary cues considered for the study from extensive review have a substantial impact on purchase intention mediated by trust. Therefore, Marketers and decision makers of the online apparel website must cater to the contents of the website as these are important cues which influence the purchase intention of Generation Z.

An Empirical Analysis on How the Building Quality, Tourism Attraction and Tourism Public Service Influence the Satisfaction of Tourism Real Estate Consumption

This article provides an analysis of related factors on consumer satisfaction for the tourism real estate from the perspective of consumer behavior and psychological. In addition, by using structural equation model, this paper has carried on an empirical research on how three factors such as tourism real estate construction quality, the quality of tourist attractions and tourism public service quality influence on the consumers’ satisfaction with tourism real estate. The conclusion shows that above three factors have significant positive influence on customer satisfaction, and among them, the tourist attraction quality has maximum impact, tourism public service second and tourism real estate construction quality the least. The conclusion of this paper will contribute to the development of tourism real estate in China.

Exploring visitors’ motivation in heritage festivals. A text analysis perspective

Purpose of the paper: This paper proposes an interpretive framework addressing social network analysis in tourism-cultural organizations, helping to develop a feasible solution for Social Media (SM) analysis within cultural organizations (better fitting the specificities, of the organizations that are culturally closer to their collective mindsets, generally humanistic). Methodology: An interpretive framework has been developed. Such framework was operationalized by performing Content Analysis using T-LAB software. The empirical analysis was divided in two steps, addressing the same research context (local heritage festival). Findings: The analysis provides schematization of context classification in SM data analysis, that is potentially generalizable. Basing on empirical evidence, some insights about a) the possible uses of T-LAB, and b) of the conditions within which to use the software in small cultural/tourist organizations, have been provided. Research limits: The proposed schematization is tested only on a single empirical context. Generalizability of usage processes of T-LAB, indicated in this paper on SM data analysis requires additional testing in other contexts. Practical implications: The present work identifies stages and processes that small cultural/touristic organizations can follow to enable an analytic process, with respect to SM data (i.e., texts), using tools better fitting their operational capabilities, degree of complexity and cultural background. Originality of the paper: The study offers an original framework and mapping of possible analytic tools for analogic and digital data, in small cultural organizations. It also provides a representation of the usage processes of the T-LAB software, with respect to the processing of written contributions, within a consumer behavior perspective.

Does satisfaction of P2P online transportation affect consumer willingness to purchase their own vehicles?

The discussion about the platform ecosystem in the business model literature has been growing for the past few decades. The firms that operate in this context often disrupt the incumbent businesses through disruptive innovation with a multi-sided platform (MSP) business model, including a peer-to-peer (P2P) sharing economy services. However, there are limited number of studies that explore the disruptive potential of those business models from a consumer behaviour perspective. Therefore, based on the phenomenon of the rapidly growing P2P online transportation in Indonesia, this study analyses the further effects of consumer behaviour changes towards the ownership intention of new private vehicles because of sharing economy usage. The results of the quantitative research approach by using PLS-SEM among 216 P2P online transportation users can conclude that there are significant differences regarding consumer willingness to purchase new vehicles among users who already own private vehicles and those who do not own vehicles.

Acceptance of E-Resources by Students in Zimbabwe State Universities' Libraries: A Consumer Behavior Perspective

ABSTRACTE-resources have a significant contribution toward students learning in universities, but their adoption has not reached its full potential in Zimbabwe. The major purpose of this study was to explore the acceptability of e-resources in Zimbabwe state universities' libraries by students. A survey study involving a sample of 233 respondents was done to measure the preparedness of undergraduate and postgraduate students to adopt e-resources. Structural equation modelling was used ascertain the results. Results from structural model revealed that performance expectancy and hedonic motivation had no statistically significant influence on behavioral intention to adopt e-resources while effort expectancy and facilitating conditions had a negative and insignificant impact on behavioral intention. However, there was sufficient evidence indicating that social influence, price value and habit had a statistically significant and positive influence on behavioral intention to adopt e-resources. Academic and managerial insights were drawn from this study and theoretical and practical recommendations in line with findings were suggested.

Selfie-marketing: exploring narcissism and self-concept in visual user-generated content on social media

PurposeThe present research aims to examine selfie-marketing from a consumer behavior perspective. Creating and sharing selfies are gaining popularity among millennials. The authors seek to understand how this popularity relates to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content.Design/methodology/approachA mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi-structured interviews with millennials. The findings produce three research propositions. These propositions are further developed into testable hypotheses in Study 2’s quantitative investigation, featuring analysis of the variance of online survey data collected from millennials.FindingsThe findings suggest that narcissism positively relates to millennials’ attitudes toward and intent to participate in selfie-marketing on visual content-sharing apps. Results also demonstrate that millennials seek to use selfies to present their self-concepts differently in various visual content-sharing environments.Originality/valueThe present research is among the first to focus on the importance of self-presentation and narcissism in regard to consumers’ attitudes and behavioral responses toward selfie-marketing. For marketers, this underscores the importance of understanding the unique nature of user-generated visual content on social media.

Choice of mandatory prescribed drugs in Portugal: a consumers’ perspective

PurposeThis paper aims to contribute to the understanding of what influences consumers’ choice of mandatory prescribed drugs, by looking with more detail to the substitution of branded drugs by generics. Specifically, this research looks at three factors that can influence this decision, namely, participative decision-making, perceived risk and price consciousness, within the recent changes introduced in the Portuguese pharmaceutical market by new legislation.Design/methodology/approachA cross-sectional study was conducted, using a self-administered questionnaire, to survey a sample of consumers/patients that visited a doctor and were prescribed some kind of drug. Data were treated using factor analysis for dimensionality reduction purposes and regression analysis to test the main hypothesis.FindingsThe results show that participative decision-making has no impact on purchase decision of generics, while perceived risk and price consciousness show a predictive power regarding purchase intention of generic drugs.Research limitations/implicationsAlthough the results are only applicable to the Portuguese context, it draws important conclusions regarding consumers’ behaviour when choosing between branded and generic drugs.Practical implicationsKnowing what influences consumers’ choices of generic drugs contributes to tune marketing strategies and actions. For public institutions, this paper offers insights on how to adapt public policies.Originality/valueThis paper is valuable because it is the first to look at the Portuguese pharmaceutical market from a consumer behaviour perspective since new legislation was set up.

Perception of Organic Food Consumption in Romania.

This study provides insight into the attitude of Romanian consumers towards organic food. Furthermore, it examines the sustainable food production system in Romania from the perspective of consumer behavior. This study used a mathematical model of linear regression with the main purpose being to determine the best prediction for the dependent variable when given a number of new values for the independent variable. This empirical research is based on a survey with a sample of 672 consumers, which uses a questionnaire to analyze their intentions towards sustainable food products. The results indicate that a more positive attitude of consumers towards organic food products will further strengthen their purchasing intentions, while the status of the consumption of organic consumers will not affect their willingness to purchase organic food products. Statistics have shown that sustainable food consumption is beneficial for health, so it can also become a profitable business in Romania. Furthermore, food sustainability in Romania depends on the ability of an organic food business to adapt to the new requirements of green consumption.

Online group buying: Some insights from the business-to-business perspective

Extant marketing research has examined online group buying (OGB) from the consumer behavior perspective. The goal of this article is to broaden understanding of OGB by offering insights into the topic from the business-to-business (B2B) perspective. In doing so, it offers insights to help stimulate greater interest in and scholarly work on better understanding and improving B2B relationships and outcomes in OGB. Three discovery-oriented qualitative studies were conducted and analyzed using content analysis with an interpretive approach and contingency theory as a theoretical lens. The findings reveal that marketing exchanges through OGB offers businesses the opportunity to raise corporate and product brand awareness, gain an immediate pool of large groups of customers, expand the customer base, sell other products, contribute to better cash flow, encourage positive word of mouth, and increase sales during non-peak sales periods. However, marketing exchanges through OGB may also be challenging for businesses in terms of maintaining business profitability, managing costs, withstanding competition, obtaining support from OGB website operators, and managing customer expectations of continued discounts. These findings should help businesses that promote and sell their products through OGB to become better informed of the potential benefits and pitfalls of engaging in OGB, and thus improve their navigation in the OGB marketplace to achieve desired marketing outcomes.