Post-purchase Behavior Research Articles

Kreativitas Iklan Lewat Tiktok dan Pengaruhnya terhadap Keputusan Berinvestasi

Creative elements in advertising are needed to make advertisements different from one advertisement to another. The purpose of this study is to measure advertising creativity on investment decisions. and how much influence they exert. The theory used in this study is the theory of Advertising Creativity which includes advertising relevance, advertising theme, message appeal and advertising model as well as the theory of Purchase Decision which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. This study uses a quantitative approach and survey research methods. The data collection technique was carried out by distributing questionnaires to 76 predetermined respondents. Sampling using the Simple Random Sampling Technique (Lottery Technique). This research is shown by the average value of respondents' answers to variable (X) of 3.188, this value is classified as high (Agree) and the average respondent's answer to variable (Y) is also classified as high (Agree) of 3.172. The considerable influence of advertising creativity and purchasing decisions can also be seen in the correlation (R) value of 0.711 which is quite high and the R square value of 0.505 or 50.5% has an effect while the remaining 49.5% is influenced by other factors.

Does integrated store service quality explain omnichannel shoppers' online brand advocacy behaviors?: role of memorable shopping experiences, store attachment, and relationship strength

PurposeThe online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Design/methodology/approachThe study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.FindingsThe results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Research limitations/implicationsThe study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Pengaruh Terpaan Media Live Shopping Tiktok Terhadap Keputusan Pembelian @theoriginote

The Originote is a skincare brand that was founded in 2022 and the product that made this brand boom is its moisturizer. This research aims to identify the influence of exposure to determine purchasing decisions for The Originote as a new skincare brand. where this research uses quantitative methods which are accompanied by data collection techniques using structured questionnaires and assisted by documentation as complementary evidence. The aim of this research is to measure the influence of exposure to TikTok live shopping media on purchasing decisions. And how much influence it has. The theory used in this research is Media Exposure theory which includes Frequency, Attention and Duration, as well as purchasing decision theory which includes problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. This research uses a quantitative approach and survey research methods. The data collection technique was carried out by distributing questionnaires to 90 predetermined respondents. Sampling used a simple random sampling technique (lottery technique). This research is shown by the average value of respondents' answers for variable (X) of 4.305. This value is classified as high (agree) and the average respondent's answer for the variable (Y) is also classified as high (agree) at 4.36. The quite large influence of media exposure and purchasing decisions can also be seen in the correlation (R) value of 0.833 which is quite high and the R Square value of 0.694 or 69.4% is influential, while the remaining 30.6% is influenced by other factors.

Can nostalgia-themed stimuli predict customer loyalty and continued patronage?

PurposeThe extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant service, research on nostalgia-evoking restaurants is significantly lacking. As a result, little is known about customers’ cognitive responses toward nostalgia-themed restaurant stimuli and their influences on customer loyalty behavior. Thus, grounded in an extended stimulus-organism-response model, this study aims to examine the role of nostalgia-evoking restaurant stimuli in explaining an integrated model focusing on nostalgia, in relation to local food consumption value, familiarity with nostalgia-triggering restaurants and loyalty and continued patronage.Design/methodology/approachThe authors collected data from 544 Taiwanese customers at nostalgia-themed restaurants. Using PROCESS (Model 6), the direct and indirect effect of nostalgia-evoking restaurant stimuli on loyalty and continued patronage were examined.FindingsThe confirmatory factor analysis results showed that five domains of restaurant attributes (i.e., service staff, exterior and interior design, furniture and tableware, local food and atmosphere) are nostalgia-evoking stimuli. The authors also found that these nostalgia-evoking stimuli significantly affected customer loyalty indirectly, through customers’ consumption value and familiarity.Practical implicationsThe results of this study help identify the importance of nostalgia-generating cues in nostalgia-themed restaurants and their roles in postpurchase behaviors. The outcomes contribute to an improved understanding of how to exploit nostalgic sentiments in nurturing diners’ consumption value, maintaining customer loyalty and generating greater profits.Originality/valueTo the best of the authors’ knowledge, this is one of the few studies examining restaurant attributes evoking nostalgia and explaining the mechanism by which nostalgia-evoking stimuli affect consumer behavior.

An Integrated Model of Dissatisfaction Role in Understanding Post-Purchase Behavior in Sustainable Industry

This research proposes to apprehend the debate relating to the risks of tariff modulation in particular at the customers post-purchase behavior in sustainable industry. Each Price modulation generates a different reaction from customers. This reaction can take place on two levels. The first concerns the elasticity of demand with respect to price and the second concerns rather the perception of the service itself. The price elasticity of demand is one of the measures of the effectiveness of marketing actions and helps to understand the state and dynamics of markets. The higher the price, the lower the demand. Moreover, a minority of customers is ready to buy the same service at a higher price. Each price difference translates into a change in demand according to the elasticity. Tariff modulation as a strategic decision must be well studied before its implementation. This is because of its significant impact on the perception of the service, especially as customers link the price to other factors, including quality. To understand how customers perceive the price and consider bringing together services at different prices satisfying the same needs, we are going to conduct a field survey that will focus on the service sector, we are going to test the impact of dissatisfaction with Price modulation on post-purchase behavior and see how it plays a full mediating role between Price modulation and brand detachment. We chose the questionnaire survey method for clients, since it allows us to gather a large number of variables and provide operational measures of qualitative variables. This by using psychometric scales accompanied by attitude scales which make it possible to calculate scores for each respondent. In the conclusion, it would be interesting to concentrate the effort on the search for new managerial orientations concerning the application of transparency and relational.

생활유통 소비자의 구매속성이 쇼핑가치 및 구매 후 행동에 미치는 영향

This study attempted to investigate the influence of distribution-sales attributes on post-purchase behavior with shopping values as a mediator. For this, a self-report questionnaire survey was performed against those who visited a retail store in Busan and Gyeongsangnam-do from February 15 to March 14, 2022. Specifically, an online survey using Google Forms and a face-to-face questionnaire survey were conducted. Among 441 questionnaires (332: Google Forms survey, 109: face-to-face survey) collected, 435 copies, excluding 6 poorly answered ones, were used for final analysis. The collected data were analyzed using IBM SPSS 25.0 and AMOS 25.0, and the results found the following: First, in terms of distribution-sales attributes (endogenous variables), 6 factors were derived through exploratory analysis and confirmatory factor analysis: ‘product quality’, ‘price’, ‘product diversity’, ‘ease of access’, ‘shopping convenience’, and ‘human services’. Second, concerning exogenous variables, 4 factors were obtained through exploratory analysis and confirmatory factor analysis: ‘hedonic value’, ‘utilitarian value’, ‘word-of-mouth intention’, and ‘repurchase intention’. Third, according to the analysis of the hypothesis that distribution-sales attributes would affect shopping values, ‘product quality’, ‘product diversity’, ‘shopping convenience’, and ‘human services’ had an influence on ‘hedonic value’ while ‘product quality’, ‘price’, ‘product diversity’, and ‘human services’ affected ‘utilitarian value’. In other words, ‘price’ and ‘ease of access’ revealed no statistically significant effect on ‘hedonic value’ while ‘ease of access’ and ‘shopping convenience’ had no significant influence on ‘utilitarian value’. Fourth, according to the analysis of the hypothesis that shopping values would affect post-purchase behavior, both ‘hedonic value’ and ‘utilitarian value’ influenced ‘word-of-mouth intention’ and ‘repurchase intention’ with statistical significance.

The Effect of Fear of Missing Out on Buying and Post-Purchasing Behaviour toward Indonesia’s Generation Z Online Shoppers (Case study: E-Commerce Indonesia)

Some things related to a person’s behaviour and preferences will be linked to his behaviour as a consumer. Technological improvements in this era, such as the internet and social media spread, have become an addiction and formed an understanding that social life is needed. However, unfortunately, what is produced on social media does not all have good results. One of them is the phenomenon of FoMO or Fear of Missing Out. This study aims to get a picture of Consumer Buying and Post-Purchase Behaviour, which in this case is Generation Z shoppers on E-Commerce, as the impact of the FoMO phenomenon. This study uses 14 variables in it, namely social self-efficacy, consumer susceptibility to interpersonal influence, social media addiction, social media self-control failure, novelty seeking, self-esteem, FoMO, the theory of planned behaviour, purchase intention, buying behaviour, and post-purchasing behaviour. The methodology is quantitative research, with the analysis method used being PLS-SEM with SmartPLS 4.0. Data analysis shows that all indicators and variables are valid and reliable. The prediction accuracy of the existing models is also good. Based on the survey data, most respondents feel that FoMO has affected their lives, with a score of 5-6 on a Likert scale of 6, indicating a high effect. Also, based on the analyzed data from questionnaire responses, four paths have the most substantial influence, buying behaviour towards post-purchasing behaviour, fear of missing out on subjective norms, purchase intention on buying behavior, and consumer susceptibility to interpersonal influence on FoMO.

THE DECISION MAKING FOR RICE CONSUMER PURCHASE THE DECISION-MAKING BY THE CUSTOMER IN PURCHASING OF RICE

Especially for rice consumers, the demand for rice is based on a need, desire and ability. In addition to having a decision-making process for buying rice, introducing the need for information seeking, evaluating alternatives, purchasing process and post-purchase behavior. The aim of this study is to determine the post-purchase evaluation results of rice for the first purpose and second purpose to determine the purchasing decision-making process for rice consumers in Lamedai Village, Tanggetada District, Kolaka Regency. The data analysis method used is descriptive using the Engel Model or the EKB Model (Engel, Kollat, Blackwell). The results showed that consumers' rice purchasing decision process consists of five stages: need recognition, information seeking, evaluation of alternatives, purchasing decisions and post-purchase evaluation

Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?

The aim of this study was to examine the relationship between the country of origin image of a product and consumers' purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers' information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the impact of country of origin image on information search and product evaluation, but it does play a significant and positive role in purchase decision-making and post-purchase behavior. As a result, it is important for Nigerian hypermarkets to be aware of the origin of the products they import, as importing from countries with a positive image can enhance their performance. Furthermore, perceived quality can mediate purchase and post-purchase decisions.

An Explorative Study on the Purchase Decision-Making Process of Sustainable Shoes Consumers

Sustainable fashion products have different characteristics from typical fashion products. Therefore, this study focuses on shoes while exploring the expansion and development of sustainable fashion consumption as well as consumers' perceptions of the sustainability approaches practiced by shoe companies. In-depth interviews were conducted with 24 consumers, who had purchased sustainable shoes, in order to understand their purchase decision-making process and consumption characteristics, using the seven stages of the EBM model. In the “need recognition” stage, the survey participants' social background and family influences were categorized as macro factors, while their personal background influences were categorized as micro factors. In the “evaluation of alternatives” stage, participants reconfirmed whether or not to make a purchase based on the product's properties, such as price, brand value, and offered services. In the “purchase” stage, participants' purchase channels were determined according to their preferences as well as the selection pattern they followed until the final purchase within the chosen channel. In the “consumption” stage, the start of product ownership coincides with the start of using the products after making a purchase. In the “post-purchase assessment” stage, higher positive experiences led to a higher repurchase intention of sustainable shoes, while negative experiences caused participants to defer consumption and made them experience a sense of guilt for failing to consume sustainably. During the “post-purchase behavior” stage, which focused on the categories that the customers prioritized, many participants spread information about sustainable fashion to specific individuals through active online WOM behavior.

Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviors

PurposeThis study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.Design/methodology/approachA survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).FindingsResults indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.Originality/valueWhile online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

THE INFLUENCE OF PURCHASE ATTITUDES AND REVIEWS ON USERS’ PURCHASE INTENTIONS IN SOCIAL MEDIA SETTINGS

The rapid growth of social media provides businesses with a new venue for users to make a purchase, as well as the opportunity to post their reviews and comments on products, which can greatly influence the purchase decision process of potential users. The social media platform generates both positive and negative reviews and comments that can influence users' purchase behaviour. In order to gain a deeper understanding of consumer purchase behaviour on social media, the study examines how positive and negative reviews and comments can affect purchase attitudes and pre-purchase behaviour. It also examines how social media users' purchase attitudes contribute to their specific purchase behaviours such as pre-purchase and post-purchase behaviours. The research instrument was a questionnaire, and data were collected through social media platforms using Google forms. Descriptive statistics and Spearman correlation coefficients were used to achieve the objective of this study. The research sample consisted of 162 social media users. The results suggest that there is a positive relationship between purchase attitude and pre-purchase and post-purchase behaviour. The results also suggest that there is a positive relationship between positive and negative reviews and comments, purchase attitude, and pre-purchase behaviour.

A study of post-purchase behaviour of Indian mutual fund investors

A study of post-purchase behaviour of Indian mutual fund investors

The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

The influence of consumers' intentions to purchase eco-friendly clothing is examined, with the moderating effect of consumption value. Also examined were reasons for the disparity between consumer purchase intention and buying behavior regarding green apparel. A questionnaire on a five-point Likert scale was utilized to collect data. One hundred ninety-seven responses were found valid out of 384 for analysis. Smart PLS and SPSS were used to analyze the data. By the analysis found a significant impact of hedonic motivation and utilitarian motivation on green purchase intention with moderating impact on consumption value for the purchase behavior of the consumer. Gender and income were also found to have a controlling impact on the Hedonic and utilitarian motivation of consumers. The impact of consumer information availability, convenience to buy, and customized offerings of green textile brands for consumers’ motivation to buy. Also, consumer beliefs related to environmental issues, social and trends significantly impact the motivation of consumers to purchase green apparel. The study of post-purchase behavior based on consumption value has been a new concept that is added in this research paper on an existing study. The research will be useful to manufacturers in understanding how consumers will buy green clothing in a sustainable way that benefits both the environment and consumers.

Value, satisfaction and loyalty in the retail industry

Although customer loyalty has been widely investigated, few studies address the role of customer value and customer satisfaction. Besides, there is still a need for a sound theoretical framework to explain and promote business-customer relationships. This paper aims to contribute to understanding the origin and effect of the concept of loyalty in commercial relationships in the retail industry. To do so, we review and discuss the triggers of loyalty behavior in society. There is a section to explain the elements that produce loyalty behavior in the buyer and its logical sequence. Besides, we address the concepts of value and consumer satisfaction and their association with the customer's post-purchase behavior. This analysis enables a more complete overview of the customer’s behavior and allows to take well-informed actions within the retail market. Besides, it opens the door to future research related to buyer behavior in different environments, such as the digital environment.

Influence of Advertisements on Consumer Behavior

Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts.

Investigation of The Impact of Extended Marketing Mix and Subjective Norms on Visitors’ Revisit Intention: A Case of Beach Tourism Destinations

Tourists' revisit intention, which refers to their anticipated likelihood of returning to the same destination, is a subset of positive post-purchase behavior and a critical component of tourist loyalty. Thus, the purpose of this study was to determine the effect of an extended marketing mix and subjective norms on visitors' propensity to revisit beach tourism sites in Bangladesh. This study used a descriptive research design. Purposive sampling was utilized in this investigation. Both primary and secondary data were analyzed. Using a standardized questionnaire, primary data were acquired using a five-point Likert scale from 221 Bangladeshi tourists visiting beach tourism sites. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) 25.0 version software. It was investigated with descriptive statistics, a multicollinearity test, a reliability test, and multiple regression. The regression analysis results demonstrated that people, physical evidence, and subjective norms had a significant and positive impact on revisiting intention to beach tourism destinations in Bangladesh. The assessment results can be created consciousness among all stakeholders about visitors' revisit intention related to the extended marketing mix and subjective norms, as well as in the research area. Administrators of the Bangladesh Tourism Board (BTB) and Bangladesh Parjatan Corporation (BPC) will be focused appropriately on evolving the approach for using extended marketing policies and subjective norms of revisiting intention to beach tourism destinations in Bangladesh.

Examining the negative relationship between length of stay at a hotel and customer satisfaction: evidence from online customer reviews

PurposeStudies that investigate the length of stay as a predictor of consumer post-purchase behavior are rare despite its importance in efficient hotel management. By analyzing online customer reviews, this study aims to fill this gap in the extant literature on the relationship between length of stay and customer satisfaction level.Design/methodology/approachThe authors collected and used online review data on hotels in London for this study. A series of linear regression analyses were conducted to examine the effect of length of stay on customer satisfaction as measured by review ratings. The authors used the Mahalanobis matching approach to confirm the empirical findings.FindingsThis analysis shows that length of stay is negatively associated with customer satisfaction. Additionally, the authors find that this negative relationship is stronger in high-end hotels than in low-end hotels.Research limitations/implicationsThe research findings contribute to the literature by shedding light on a new stream of research, namely, length of stay. Additionally, the research findings offer novel insights that could help hotel managers understand the trade-off between longer stays and customer satisfaction.Originality/valueTo the best of the authors’ knowledge, this is one of the first few studies to show the systematic impact of length of stay on the valence of online review ratings, as well as the moderating effect of hotel levels by analyzing customer online reviews on hotel experiences.

Investigating customer acceptance, usage, trust, and perceived safety risk of self-ordering kiosk technology in Malaysian quick-service restaurants during COVID-19 pandemic

PurposeThe purpose of this study is to empirically examine the interrelationship between customer acceptance and usage of self-ordering kiosks, purchase behaviour and post-purchase behaviour in quick-service restaurants. This study also hypothesised that the perceived safety risk moderates the relationship between customer purchase and post-purchase behaviour.Design/methodology/approachThis study adopted a quantitative research methodology using an online survey. During the data collection process, 430 responses were obtained. The partial-least square-structural equation modelling was used to test the study’s model and hypotheses.FindingsThe results of this study indicated that performance expectancy, effort expectancy, facilitating conditions, social influence, facilitating conditions, hedonic motivation and trust significantly influence purchase behaviour through the self-ordering kiosks. Meanwhile, price value and customer habit did not affect purchasing behaviour, while perceived safety risk as a moderator does not influence re-purchase behaviour.Practical implicationsThis study provides valuable implications for foodservice researchers and marketers related explicitly to technology adoption in restaurant services. Given the positive outlook on self-ordering kiosk usage, quick-service restaurants should continuously improve their ordering kiosk adoption and efficiency, especially during the health pandemic.Originality/valueThis study is one of the few to predict and explain the consumer acceptance of self-service kiosks by integrating the Unified Theory of Acceptance and Use of Technology 2 model with other essential behavioural constructs. The inclusion of trust and perceived safety risk construct enhances the study model’s adaptability during health crises.

Post-purchase behaviour triggers in branded mobile shopping apps

PurposeThis study aims to integrate the perspectives offered by TAM and related models, respectively, the theory of values, to examine the impact of branded mobile shopping apps perceived value dimensions on continuance and recommendation intention.Design/methodology/approachA quantitative research was conducted online on a sample of 459 Romanian consumers to investigate how various facets of the perceived value of mobile shopping apps of some fashion brands influence continuance intention and the intention to recommend mobile apps. Sample selection implied a mixed non-probability method, convenience sampling and snowballing method, and the research hypotheses were tested using structural equation modelling (SEM) and path analysis.FindingsThis study validates significant positive relationships between perceived ubiquity, app incentive, respectively, epistemic value of branded mobile shopping apps and continuance intention, and between perceived hedonic value, social value, continuance intention and the intention to recommend branded mobile apps.Originality/valueThe research provides a deeper understanding of the influence played by the perceived value of mobile shopping apps on the consumer post-purchase behaviour and takes into consideration the mediating role of continuance intention for the perceived value and recommendation intention relationship.