Positive Purchase Intention Research Articles

Development of goat cheese whey‐flavoured beverages

Beverages made from goat cheese whey, flavoured with strawberry and peach pulp, were processed and submitted to physicochemical analysis and affective tests. The beverages exhibited similar values with respect to all the analyses of the proximate composition and little variation in pH and titratable acidity during refrigerated storage. They also showed low caloric value. For colour, aroma and consistency acceptability, there was no significant difference ( P > 0.05) among peach and strawberry flavoured samples. The flavour acceptability was higher for the strawberry beverage than for the peach one ( P = 0.05). A positive purchase intent for strawberry flavoured beverage was reported by 76% of the consumers, while 50% affirmed a similar intention for the peach‐flavoured product. The beverages produced showed potential for commercialization, serving as an additional alternative product derived from goat milk, with minimal additional cost to the dairy plant.

As Time Goes By: Do Cold Feet Follow Warm Intentions for Really New versus Incrementally New Products?

Combining prior theory about really new products (RNPs) with temporal construal theory, the authors show in four field studies that consumers follow through less often on positive purchase intentions to buy RNPs than on intentions to buy incrementally new products (INPs), and the decrement grows over time. Compared with consumers of INPs, consumers of RNPs are less likely to think concretely about the circumstances of buying and using the products and are more poorly calibrated in their expectations of initial product use. The authors discuss implications for both the marketing of and the market research on RNPs.

Online shopping recommendation mechanism and its influence on consumer decisions and behaviors: A causal map approach

Purpose of this paper: Online product recommendation mechanism (agents) are becoming increasingly available on websites to assist consumers with reducing information overload, provide advice in finding suitable products, and facilitate online consumer decision-making. Central of these services is consumers' satisfaction with recommendation results. Traditional recommendation mechanism (TRM) is based content and/or collaborative filtering approach. However, the remaining problem concerning TRM is how to analyze the causal relationships between quantitative and qualitative factors, and investigate their impact on the central routes and peripheral routes through which both quantitative and qualitative factors can affect customer online shopping decisions. It is well known that qualitative factors are hard to codify yet they have a significant effect on a customer's decision-making process in the form of causal relationships with quantitative factors. Thus, a new online recommendation mechanism is required that incorporates qualitative factors systematically with quantitative factors to analyze their combined influence on customers' purchasing decision-making process. So, our study suggest that causal maps based recommendation mechanism (CMRM). Design/methodology/approach: ELM was applied to build hypotheses concerning how consumers' decision satisfaction and online shopping behavior are affected by CMRM. Specifically, the performance of the proposed CMRM is analyzed empirically by garnering the experiment data from 250 qualified respondents who were asked to refer to the proposed CMRM before making purchasing decisions on mobile phones. Findings: Statistical results proved that the proposed CMRM could enhance consumers' decision satisfaction, attitude towards the recommended products, as well as positive purchase intentions and actual purchase. Practical implications: CMRM can be easily implemented on the web, allowing target consumers to experience a real recommendation process. And, a wide variety of qualitative factors that seem crucial to most consumers can be pre-defined through a survey, and incorporated into causal maps. Thus, such causal maps will improve the personalization effect on the target consumer's purchase intentions.

Effects of Banner Clicking and Attitude toward the Linked Target Ads on Brand-Attitude and Purchase-Intention Changes

Abstract This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand attitude and purchase intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.

An Empirical Investigation of Consumer Memory, Attitude, and Perceptions toward Pioneer and Follower Brands

The authors’ study provides the first survey-based approach for examining consumer cognitions, affect, and reported behavior toward pioneer brands. Prior consumer research on pioneers has largely focused on automatic learning effects that are based on order of exposure. An entirely different issue is whether it matters to consumers to know, years after the product's introduction when follower brands are also available, that a particular brand was the product pioneer. The authors test six hypotheses, focusing on this issue as well as on new consumer behavior explanations for pioneer brand advantage. They find consumers to have a positive attitude toward pioneer brands in general, which is partially explained by their favorable perceptions of pioneer brands. In addition, a similarity is found between pioneer brand image and individual ideal self-image, which suggests that an association or desire for consistency between the two may be another explanation for favorable attitude and positive purchase intentions toward pioneer brands. The authors’ findings support the idea that a potentially enduring, relatively inimitable competitive advantage may be created by the act of “pioneership.”

An Empirical Investigation of Consumer Memory, Attitude, and Perceptions toward Pioneer and Follower Brands

The authors' study provides the first survey-based approach for examining consumer cognitions, affect, and reported behavior toward pioneer brands. Prior consumer research on pioneers has largely focused on automatic learning effects that are based on order of exposure. An entirely different issue is whether it matters to consumers to know, years after the product's introduction when follower brands are also available, that a particular brand was the product pioneer. The authors test six hypotheses, focusing on this issue as well as on new consumer behavior explanations for pioneer brand advantage. They find consumers to have a positive attitude toward pioneer brands in general, which is partially explained by their favorable perceptions of pioneer brands. In addition, a similarity is found between pioneer brand image and individual ideal self-image, which suggests that an association or desire for consistency between the two may be another explanation for favorable attitude and positive purchase intentions toward pioneer brands. The authors' findings support the idea that a potentially enduring, relatively inimitable competitive advantage may be created by the act of pioneership.

Consumer Acceptance of Vacuum Packaged Ground Beef as Influenced by Product Color and Educational Materials

ABSTRACTQuestionnaires were completed by 1750 grocery store shoppers to determine the effect of product color and educational materials on purchase intent for vacuum packaged (VP) ground beef. Consumers (74%) indicated that color was important in their product purchase intent decision. Half the consumers received product information (informed). Informed consumers were more likely (P<0.0001) to indicate a positive purchase intent for VP ground beef than uninformed consumers. Informed consumers were as likely to purchase the purplered VP product as the bright cherry red product they are accustomed to purchasing. It appears possible to effectively educate the consumer to accept the purple‐red color of VP ground beef.