Post-purchase Behavior Research Articles

The Impact of Advertising on Consumers Perception

Now-a-days marketing is the need of the hour. It can be defined as a tool for the different companies those who want to attract and influence the customers’ perception. In today’s society consumers have intense powers on the other hand market is dynamic and have intense competition. Due to education & technology enhancement perception and behaviour of the customers is getting changed constantly. We know very well that companies can stay in market only when their customers want so for maintaining the existence the behaviour and perception needs to be monitored on the regular basis. Hence it is necessary to get a deeper understanding of impact of advertising via different platforms on consumers. Not only the large MNCs are using the advertising techniques but also the small retailers do so to enhance the sale of their product. The purpose of this research paper is to focuses on the effects of TV, radio, newspapers, magazines, and the internet advertising on awareness, interest, conviction, purchase and post purchase behaviour of a customer. It reveals a fact that there is a positive correlation between advertising exposure, consumer attitude and purchase intentions. It emphasizes that advertising has the power to shape consumers perceptions and influence the decision-making process. The current study will provide a significant contribution to the existing literature on the impact of advertisements in shaping the behavioural aspect and perception of a customer.

Analysis of the Influence of Consumer Behavior on Purchasing Decisions in the E-Commerce Industry

Purchasing decision-making represents a crucial aspect of consumer behaviour prior to the act of purchase. The decision to purchase is made subsequent to an evaluation of the array of available products or services. Online shopping sites appear to offer a convenient and expedient means of fulfilling consumer shopping desires. E-commerce is a commercial activity conducted via the Internet, offering a diverse range of products to consumers. The objective of this research is to ascertain the process by which consumers make purchasing decisions in the context of e-commerce. This research employs a descriptive qualitative approach. This research is situated in the city of Karawang. The informants are four students enrolled in a management studies programme at Buana Perjuangan Karawang University who utilise the e-commerce application on a regular basis. The data was collected through the use of interviews, observation, and documentation. The analysis was conducted by categorising the data into two distinct groups: primary data obtained from direct interviews and secondary data derived from relevant articles. The findings of the study indicate that discount promotions, free shipping promotions, prices, and product quality play a significant role in influencing consumers' online purchasing decisions in e-commerce. The consumer buying decision-making process encompasses five stages: the introduction of needs, information search, evaluation of alternatives, purchasing decisions, and the post-purchase behaviour stage. It can be concluded that students frequently utilise e-commerce platforms to fulfil their needs and desires.

Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment

As immersive virtual reality technologies become increasingly sophisticated and transform consumers' consumption patterns, the researchers called for empirical studies to uncover the consequences of immersive technology. Accordingly, this study explores the direct impact of immersion on psychological empowerment and post-purchase intentions. We also determine the mediating role of telepresence and escapism and the moderating role of interaction with avatars. Drawing upon telepresence theory, the conceptual framework was tested using data from 330 respondents. The results of structural equation modeling revealed that telepresence and escapism mediate the relationship between immersion, psychological empowerment, and post-purchase behavior. Moreover, interaction with the avatar also acts as a boundary condition between the relationship of immersion with escapism and telepresence. We extended the existing literature by empirically testing the role of immersive technologies and for practitioners to increase post-purchase behaviors by focusing on telepresence and escapism.

Avoiding Imprudent Commitments to Fast Dispatch: The Influence of Platform-Issued Quick-Seller Certificates on Postpurchase Behavior

ABSTRACT This study investigates the impact of platform-issued “quick-seller” certificates (indicating sellers with faster dispatch than others) on buyers’ postpurchase behavior. Drawing upon the theoretical lens of psychological contract violation (PCV), we hypothesize the effects of quick-seller certificates on order cancelations, as well as the subsequent impacts of cancelations associated with the quick-seller certificates on buyers’ future purchase frequency and search behavior. Using a comprehensive transaction dataset, the study reveals that quick-seller certificates increase the likelihood of cancelation of an order. Furthermore, we also find that an order cancelation from a certified quick seller results in decreased purchase frequency and a higher incidence of product comparisons through search engines.

Browse, Read, Shop, Share: Social Commerce And How To Tap It

A shift in online shopping is underway as consumers increasingly browse and buy through social media: A phenomenon called social commerce. This presents a challenge for e-marketers, as consumer participation in social commerce is voluntary, with more choice regarding if, when, and how they engage. With this greater autonomy comes a tougher business issue: How to motivate consumers to participate in social commerce, and how to shape their purchase decisions and post-purchase behaviors. To help meet this challenge, we highlight a recent study by Xiaolin Lin and Xuequnin Wang that reveals two levers for increasing the effectiveness of social commerce.1 First, in the lead up to the sale, businesses need to develop a social media environment where consumers find it easy to seek information related to the product or service. Second, after the sale, businesses should make it easy for consumers to share information with other consumers. To help enhance both levers, we present the REACH framework and illustrate with examples, as well as implementation details

Pengaruh Viral Marketing Terhadap Keputusan Pembelian Poco Smartphone

Viral Marketing is the digital version of Word of Mouth marketing, involving the creation of videos, advertisements and other marketing content that is so contagious that customers will search for it or share it with friends. Poco Smartphone is a product that implements viral marketing activities by launching a product that is different from the others. The purpose of this research is to determine viral marketing, purchasing decisions, and the magnitude of the influence of viral marketing on Poco Smartphone purchasing decisions. The theories used in this research are marketing communication theory, viral marketing theory, social media theory, and Purchasing Decision theory. This research is quantitative research with a survey method and the data collection technique used was using a questionnaire. The population in this study was 2464 members of the Poco X3|X3 PRO|X3 GT Indonesia Facebook group and the sample used was 96 respondents who were calculated using the Taro Yamane formula. The sample data collection technique in this study used simple random sampling. This research uses simple linear regression data analysis techniques. The results of this research show that there is an influence between 1) viral marketing providing good results from statements in each dimension of messengers, messages and environment with an average gain of 4.19. 2) purchasing decisions provide good results from statements for each dimension such as Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior with an average of 4.26. 3) The influence of viral marketing on Poco smartphone purchasing decisions has a high level of influence, as can be seen from the large correlation value (r) of 0.866 and the R Square value of 0.749, which means that variable X (Viral Marketing) is influenced by variable Y (Purchasing Decision) of 74 .9%, while the remaining 25.1% is influenced by other factors outside of this research.

Pengaruh Sales Promotion Kosmetik Secondate Di Instagram Terhadap Keputusan Pembelian Konsumen

With advances in information and communication technology, with the presence of the internet, the internet is often used as a means of communication, namely what we usually call social media. The business world is currently contributing to online promotions via social media, one of which is cosmetic products, namely Secondate. This research aims to determine sales promotion in a Secondary purchasing decision and determine the influence of sales promotion on purchasing decisions. The theory used in this research is marketing communication from Hermawan 2012 and Kotler & Keller's sales promotion theory which includes discounts, game contests and sweepstakes, package prices, premiums, and related promotions. The theory used in purchasing decisions from Kotler & Keller includes problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. The approach used in this research is a quantitative approach with survey methods and data collection techniques carried out using questionnaires. The population in this study was 354 and the sample used was 78 respondents using the Slovin formula.

The Rise of Social Behavior in Social Media Marketing During Pandemic

The adoption of technology has changed rapidly during the global pandemic Covid-19 especially in the sector of trading. Previous studies found that businesses that are used to utilizing technology in their operational activities tend to be more able to survive during the pandemic, including small and medium businesses. The research aims to investigate the social behavior through social media platforms and how this behavior increases during the Covid-19 pandemic in Indonesia. The study adopts consumer decision-making (CDM) model as a framework with a slight modification in the phase of post-purchase behavior. Data collected thru online questionnaires as many as 377 social media active users in Indonesia and analyzed using paired sample t-test. Paired sample t-test aims to perceive whether the analyzed paired sample experiences significant changes. The results revealed that during pandemic situations, social media as a medium for identifying, collecting information, evaluating, comparing and post-purchase expressions are increased. In addition, the data also shows an increase of consumers’ post-purchase behaviors that voluntarily promote their purchased goods and services during pandemic situations. This paper contributes on a different perspective of post purchase behavior where the main focus of this concept is not only to influence and change public behaviors but to invite the public to act as a social marketer in order to achieve broader social benefits. The article contains a different paradigm about social marketing which should be considered further and push social marketing behavior forward to gain broader benefits for the community.

Proses Keputusan Pembelian Sayuran Hidroponik di Hidroponik Jember

The difficulty in marketing hydroponic vegetables in Jember Hydroponics is due to price differences which result in the positioning of hydroponic vegetables in the upper middle class. This study was conducted to determine the characteristics of consumers and how the purchasing decision process occurs so that hydroponic farmers will more easily determine the right marketing strategy. This research uses a survey method with sampling techniques using non probability techniques, with sampling using a purposive sampling approach. This research requires a qualitative method approach. Analysis of the stages of the consumer purchasing decision-making process is used to determine consumer behavior in purchasing hydroponic vegetables The stages in purchasing decisions consist of recognition of needs or problems, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior

Exploring the role of hedonic emotions on attitudinal loyalty and EWOM: a contingency framework and propositions

ABSTRACT Hedonists actively pursue events that elicit emotional pleasure and enjoyment. This study investigates the complex role and importance of consumers’ hedonic emotions in post-purchase behaviors within the context of fine-dining experiences. Prior research has mainly neglected emotions in favor of cognitive responses. Given the high rate of customer turnover in the restaurant industry, further research is necessary to fully understand the topic. This study’s research methodology is based on a thorough analysis of scholarly existing literature, namely journal articles. It presents a review of methodological views, illustrates key trends and limitations in prior empirical research, and emphasizes the need to construct a research framework. To guide future empirical work, a conceptual framework for certain hedonic emotions, namely comfort, sentimentality, and stimulation, and their impact on attitudinal loyalty and the E-WOM relationship, is introduced. To the best of our knowledge, this is the first attempt to critically analyze and synthesize multiple dimensions of hedonic emotions in the context of fine-dining restaurant services. We also presented several research propositions concerning the moderating effects of experiential and psychological factors on domain linkages. This study can aid restaurant managers in choosing vital marketing and communication strategies to enhance the food service industry, particularly in fine dining establishments.

Analisis 5 (Lima) Tahapan Proses Keputusan Pembelian Terhadap Pengambilan Keputusan Mahasiswa Universitas 45 Surabaya Dalam Memilih Perguruan Tinggi

This research aims to find out and understand how University 45 Surabaya students make decisions in choosing a university which is analyzed through 5 (five) stages of the purchasing decision process, namely Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Postpurchase Behavior. The population in this study were all active students in the 2014-2016 academic year at University 45 Surabaya. Determining the sample for this study used probability sampling with proportional sample strata. The type of research is qualitative research. The analytical tool used is a descriptive statistical method through calculating the size of central tendency by looking for the average value (mean) at the Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision stages, and the IPA (Importance-Performance Analysis) method for the Postpurchase Behavior stage which is used to rank various elements of service quality through the aspects of Expectation (expectations) and Performance (performance). Research results in stage I Problem Recognition (Problem Recognition), there is a total score of 371 with an average value of 74.20 and the lowest namely 322 with an average value of 64.40. where the total average is 712.40. At the Information Search stage, the highest total score was obtained, namely 378 with an average value of 75.60 and the lowest total score was 244 with an average value of 48.80, where the total average was 679.00. At the Evaluation of Alternatives stage, the highest total score was obtained, namely 378 with an average value of 75.60 and the lowest total score was 241 with an average value of 48.20, where the total average was 661.00. At the Purchase Decision stage, the highest total score was obtained, namely 369 with an average value of 73.80 and the lowest total score was 262 with an average value of 52.40, where the total average was 812.60.

Delving into the behaviour of sharing economy consumers: a literature review

PurposeThe impact of the sharing economy on traditional businesses has largely been analysed from both company and consumer perspectives. In the case of the latter, scholars have produced a rich field of research into different aspects of consumer behaviour and the way it is reshaped in these alternative consumption patterns. This study aims to provide a systematization of these studies and to develop a model for consumer behaviour in the sharing economy.Design/methodology/approachFollowing a three-step approach, a systematic literature review has been performed to analyse and classify 108 scientific papers about consumer behaviour in the sharing economy.FindingsFour main research topics came up from the analysis: sharing approach, consumption pattern, post-purchase behaviour and sustainability. Basing on these clusters, the double-loop model of consumer behaviour in the sharing economy is presented and discussed.Originality/valueThe research allows to provide scholars and practitioners with the state of the art on consumer behaviour in sharing economy and to draft future research avenues to orient research and practice in the field.

UNDERSTANDING ROLES OF INSTITUTION BASED TRUST AND SOCIAL INTERACTIONS IN SOCIAL COMMERCE ENVIRONMENT

ABSTRACT User-generated content is a two-edged sword in that it can both build and destroy trust in social commerce Web sites. One of the most important ingredients in the social commerce environment is institutional trust. The purpose of this study was to investigate the relationships among institution-based trust, social interactions (content, positive valence, and negative valence), purchase intentions, purchase, and post-purchase behavior of consumers in a social commerce environment. With the help of 227 responses, the proposed research model was validated using structural equation modeling and binary logistic regression analysis techniques. The study’s findings confirmed significant effects of social interactions (content, positive valence, and negative valence) on consumers’ purchase intentions, increasing the likelihood of actual purchasing and sharing shopping experiences with other customers in a social commerce environment. Furthermore, institutional trust was found to be important in influencing content, positive valence, and negative valence. The academic and managerial implications are extensively discussed.

Understanding the consequences of robotic interaction quality and outcome quality: A three-phased affordance theory-based approach

ABSTRACT Robotic interaction quality and outcome quality in restaurants are crucial in engaging customers and facilitating post-purchase behavior while few papers have examined their impact on psychological engagement and value co-creation by experienced customers. Drawing upon the affordance theory and interlinking the service-dominant logic, this study has investigated robotic interaction and outcome quality in the restaurant context using the empirical data collected from 487 respondents in China by adopting structural equation modeling to investigate the relevant impacts. The findings show that robotic interaction and outcome quality positively affect psychological engagement, whereas robotic outcome quality only positively influences value co-creation. There are positive relationships between customers’ psychological engagement, value co-creation, and intention to recommend the restaurant. We also discussed the theoretical and managerial implications.

Investigating Post-Purchase Behavior of Hero Motor Bikes Customers: A Study with Special Reference to K.M Motors, Changaramkulam

This research aims to conduct a comprehensive study on the post-purchase behavior of customers who have bought Hero Motor Bikes, with a specific focus on their experiences at K.M Motors in Changaramkulam. Understanding the factors that influence post-purchase behavior is critical for both the dealership and the manufacturer to enhance customer satisfaction, loyalty, and overall brand perception. Utilizing a mixed-methods research design, this study combines qualitative insights obtained through customer interviews, surveys, and service records analysis with quantitative data to comprehensively analyze the post-purchase behavior of Hero Motor Bikes customers at K.M Motors. The qualitative component seeks to uncover nuanced perspectives on customer experiences, satisfaction drivers, and areas for improvement, while the quantitative analysis focuses on measuring customer satisfaction levels and identifying patterns. The research will explore various aspects of post-purchase behavior, including customer perceptions of product performance, the quality of after-sales service provided by K.M Motors, and the overall dealership experience. It aims to assess the impact of factors such as timely service, communication, and customer support on brand loyalty and repeat purchases. Furthermore, the study will investigate the role of marketing communications, warranty programs, and customer engagement initiatives in influencing customers' perceptions after the purchase of Hero Motor Bikes. The findings from this research are expected to provide valuable insights for K.M Motors, Hero Motor Bikes, and other stakeholders in the automotive industry. By understanding the post-purchase behavior of customers, both the dealership and the manufacturer can refine strategies, improve service offerings, and contribute to the overall satisfaction and loyalty of Hero Motor Bikes customers in Changaramkulam. This study serves as a foundation for informed decision-making and future research within the realm of post-purchase behavior in the automotive sector.

Social Influence, Self-Efficacy, Trust, and Corporate Digital Responsibility in Adoption of E-Marketing

Conventional marketing mix blended with digital transformation is increasingly becoming popular in today’s marketplace. It influences all aspects of consumption activities and post-purchase behavior. Bangladesh is no exception to this digital transformation and its different avenues. E-marketing as it implies electronic marketing using the Internet for buying and selling goods or services, and the execution of transactions by transferring money or funds (Appel, Grewal, Hadi, & Stephen, 2020; Kotler, Keller, Ang, Tan, & Leong, 2018; Martin & Murphy, 2017). In the digital platform, the young generation usually helps their early generations in case of any difficulties (Francis & Hoefel, 2018). They are truly techno-savvy and have a strong influence on households in the adoption of digitalization. Therefore, it is increasingly important for both managers and consumer researchers to understand the trend in the context of a developing economy. At the same time, the perceived gap incorporates digital responsibility to safeguard privacy, information transparency, and promote ethical business practices should be taken into consideration for consumers to adopt e-marketing.

Millennial consumer’s stance toward sustainable fashion apparel

Sustainable fashion is the emerging fashion trend in Global fashion. In India, 34 % of population is a potential millennial contributing to the Indian economy. The present study examines the relationship of quality consciousness, price consciousness, availability of apparel, benefits, and Environmental concern on post-purchase behaviour of sustainable apparel and millennial consumer satisfaction. The results of a quantitative study using the Hayes process, it reveals that brands need to create more awareness of sustainable apparel among the millennial consumer. Price and perceived benefits are major influencing factors among millennial consumers

Digital Content Marketing on Buying Decision: Literature Review

Digital content marketing on buying decisions, the aim is to review existing literature on digital content marketing and buying decisions, namely that through content marketing you can increase interest in visiting a product so that it becomes a decision to purchase goods or services, and understand the stages of buying. decision. By using the literature method, by searching for research data or information through reading scientific journals, reference books and publication materials available in libraries and the internet. and the results of this research are studied in this article so it can be concluded to build a hypothesis for further research, namely: 1) digital content marketing has an influence on improving purchasing decisions. 2) Through content marketing, you can increase interest in visiting a product so that it becomes a decision to purchase goods or services. There are five stages of buying decision including: problem or need recognition, information search, alternative evaluation, purchase, and post purchase behavior

Sensory Brand Experience and Post-Purchase Behavior among Millennial Guests of Classified Hotels in Nairobi City County, Kenya

Sensory Brand Experience and Post-Purchase Behavior among Millennial Guests of Classified Hotels in Nairobi City County, Kenya

EXPLORING THE INFLUENCE OF CONSUMER BEHAVIOR ON PURCHASE DECISION AND PURCHASE INTENTION FOR HALAL COSMETICS: THE MODERATING ROLE OF HALAL AWARENESS

In recent years, Halal product demand has increased, boosting the global economy. Indonesia has the world's largest Muslim population, and its Halal cosmetics sector is strongly tied to customer purchasing decisions based on purchase intentions and loyalty as post-purchase behaviors. Halal products need marketing techniques as new ones are introduced. This research examines how halal product certification, brand awareness, brand image, and customer loyalty affect consumer purchasing decisions for halal cosmetics. Indonesian halal cosmetics were studied. A survey of 66 East Java Muslim residents provided data. This study found that customer loyalty, halal awareness, and purchase intention influence purchasing intention. Halal Certification, Price, and Brand Image are insignificant. Halal awareness, a moderating influence of purchasing intention on purchase decisions, has no significant effect.