Post-purchase Behavior Research Articles

DID FEAR OF MISSING OUT TRIGGER PANIC BUYING BEHAVIOR AND COGNITIVE DISSONANCE OF CONSUMERS DURING EARLY DAYS OF COVID-19 PANDEMIC? THE MEDIATING ROLE OF PANIC BUYING

Since the breakout of Covid-19 pandemic, irrational consumer behaviors have been observed in all over the world. Drawing on the drive-reduction theory and social comparison theory, this study attempts to explain some part of these irrational behaviors on the basis of the interaction between fear of missing out, panic buying and cognitive dissonance. Fear of missing out is included in this study as an independent variable that leads to cognitive dissonance as a post-purchase behavior. Panic buying is included as mediator variable in suggested model. Data were obtained from 465 respondents who were residents of Turkey and have stockpiled any supplies since the early days of Covid-19 pandemic. In order to test the associated links between the variables, structural equation modelling was utilized. The results reveal that fear of missing out and panic buying both have a significant positive influence on cognitive dissonance. Also, partial mediation impact of panic buying on the relationship between fear of missing out and cognitive dissonance is empirically suggested. The results also provide applicable insights to policy makers and practitioners to mitigate cognitive dissonance of consumers by calming down their fear of missing out and panic buying with a right communication strategy.

Influence of product selection criteria on clothing purchase and post-purchase behaviours: A gender and generational comparison.

Purchasing and consumption behaviour is a factor with an important impact on sustainable development. In this regard, the clothing category plays a key role due to the high volume of products that are manufactured in countries with poor environmental and social conditions. While some research has investigated personal, social and cultural conditions that influence these behaviours, little is currently known about the influence of the attributes of sustainable clothing selection on the frequency of sustainable purchase and post-purchase actions in this category. This research seeks to evaluate this effect by comparing the results among genders and age/generation and measuring sustainable consumption using the Young Consumers’ Sustainable Consumption Behaviour method, which has two dimensions: purchase choices and sufficient and frugal consumption. Responses to online surveys of 240 university students in Chile are analysed using descriptive statistics, the Mann-Whitney-Wilcoxon test and ologit regressions. The findings show significant differences between the groups analysed with respect to the influence of attributes for sustainable clothing selection and highlight the negative effect of the search for quality in men and in older people. The evidence highlights the need to inform the population about the characteristics of sustainable clothing that positively affect purchase and post-purchase actions such as buying secondhand clothing, repairing, exchanging and donating clothing. This study also suggests that it is important to strengthen the relationship between sustainability and clothing quality among older generations and men.

Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery

Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery

Faktor Yang Mempengaruhi Nasabah Non Muslim dalam Bertransaksi di Perbankan Syariah

Abstract: This study aims to describe in more depth what factors influence non-Muslim customers who carry out financial transactions, both funding, and lending in Islamic banking. The research subjects are non-Muslim customers who carry out financial transactions, both funding, and lending at Bank Syariah Indonesia Nganjuk Branch Office. Philip Kottler and Armstrong state that there are five indicators that influence the decision to transact in Islamic banking, namely problem recognition, information seeking, evaluation of alternatives, buying decisions, and post-purchase behavior. Religion is the relationship between creatures and their God, which is manifested in their inner attitude and is seen in the worship they do, and is also reflected in their daily attitudes, including in choosing decisions to make financial transactions in banking that are not in accordance with their religion. The approach in this study is a qualitative approach using field research, with data collection techniques using interviews. From the results of the analysis, it is found that non-Muslim customers who make transactions in Islamic banking have used all indicators in deciding which Islamic banking to use, where profit-sharing factors both in funding and lending play the most important role, so they choose banks that are not in accordance with religion. which he adheres to.

Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying

Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given (eWOM-giving). This research extends understanding of referral behavior by providing fresh insights into giving eWOM as a prepurchase behavior using the case of online group buying. Using a between-subjects Solomon experiment, this research finds that consumers are more likely to give prepurchase eWOM for online group purchases for utilitarian products paired with affective messages and larger discount prices than for hedonic products promoted under the same combination of marketing stimuli. This research also furnishes actionable guidelines for marketers to develop marketing-mix strategies that encourage target customers to actively give prepurchase eWOM for online group purchases, including the boundaries in situations in which additional investments beyond what is required do not further enlarge the size of online buyer aggregation.

Status reinforcing: Unintended rating bias on online shopping platforms

Online shopping platforms have gradually begun to use hierarchical loyalty programs to distinguish customers. Previous studies have focused mainly on the effect of such programs on loyalty and repurchase behavior, and little is known about how customer statuses in hierarchical loyalty programs affect their online product evaluations. Drawing on social status and social conformity theory, this study investigates the impact of customer status on the valence of online reviews. An instrumental variable is proposed to address the endogeneity issue. The results show that a customer's need for status leads to a negative rating bias when leaving online reviews. At the same time, people encounter social pressure from crowds. The need for social conformity can alleviate such rating bias. This study contributes to the understanding of the effect of social status on post-purchase behavior and provides practical implications for both managers and platforms.

An Investigation into the relationship between AI enabled Chabot Interface and Online buying behavior of Consumers in Delhi NCR Region

The rapid advancement in the field of artificial intelligence (AI) has offered tremendous opportunities to different organizations engaged in serving customers. AI provides a platter of add-ons that promise to enhance relationships with the stakeholders, to seamlessly upgrade and update marketing initiatives and to positively impact the consumer buying behaviour process. COVID-19 pandemic emerged as an immitigable disaster for many businesses; however, at the same time, online platforms gave way for a new edition of digital marketing. Thanks to the e-commerce websites consumers are now purchasing anything and everything online be it groceries or vegetables or clothes or washing machines. The need to physically visit a store to shop appeared to have weakened against the compulsion to shop from home during pandemic. However, studies have shown that given a chance, consumers will not trade-off traditional mode of shopping for online shopping, at least not completely. There still exists a desire to connect- physically, socially and emotionally- to buying process. In order impart personal touch to online shopping experience of the consumers a new AI enabled application, ‘Chatbot’, was developed. Chatbot assumes a human persona to enhance consumers’ online shopping experience, modify (amplify) their expectations related to product and assist them in making an informed purchase decision. Chatbots are a novel and trending artificial intelligence (AI) innovation. Through this study we attempt to investigate the impact of AI enabled Chatbots on pre-purchase, purchase and post-purchase behaviours of consumers in Delhi NCR region. The study proposes to investigate the relationship between consumers’ interface with AI enable chatbots and the impact thereof on pre-purchase, purchase and post-purchase behaviours. The implications of the study to marketers have also been suggested. The research employs correlation and regression techniques to test the research hypothesis on the Page primary data collected using a structured and undisguised questionnaire. The sample size is projected to be 200 respondents.

Analyzing Consumer Behavior Towards Luxury Jewelry Brands

Luxury brands have been able to make a name for themselves for more than 2 decades, and a variety of perceptions involving brand name, price, quality, uniqueness, prestige etc., grew as well. This quantitative study aims to analyze consumer behaviour towards luxury branded jewelries to be able to instill a desire to purchase with the use of a survey. The significance of the study is to further delve into the importance of the relations between variables that affect the buying decisions of consumers on luxury branded jewellery, along with the understanding of consumers' key driving factors. This study also aims to show marketing managers how to boost their sales during this pandemic by allowing them to remodel their branding and advertising strategy to boost sales. The results showed that there is a correlation between key drivers to consumer purchase intention. Moreover, Intention and Perspective have significant relation towards purchase behaviour and result in a positive effect on post-purchase behaviour. Implications are further discussed.

Impact of the length of stay at hotels on online reviews

PurposeThe length of stay (LoS) is of major importance from the perspective of the management of tourist destinations. As tourists heavily rely on the online reviews of other travelers as a primary information source, this study aims to empirically examine how the LoS can influence the online reviews for hotels, with special emphasis on the textual review content.Design/methodology/approachThis study analyzes online review data collected from Booking.com by using the Linguistic Inquiry and Word Count program to operationalize review depth, analytical thinking and the authenticity reflected in customer reviews. Based on the analyzed data, this study used a series of regression analyses to understand the impacts of the LoS on online reviews.FindingsThe author’s analysis found that a longer stay at a hotel causes consumers to be more likely to post online reviews that not only include a numerical rating as well as written content but also lengthier and more detailed descriptions of their hotel experiences. Further analysis found that the LoS at hotels causes systematic differences in the linguistic attributes of the review content. Specifically, consumers who stay longer tend to write reviews with more analytical information, resulting in consumers perceiving the online reviews as more authentic.Research limitations/implicationsAlthough the LoS has been considered a significant issue in tourism, studies examining the impact of different lengths of stay on consumers’ post-purchase behaviors are limited. In this light, the author’s findings demonstrate how the LoS can change the linguistic attributes of online reviews. It expands the body of knowledge of the LoS in tourism.Originality/valueThis study represents the first attempt to empirically examine and reveal how the different length of stay at a hotel systemically influences consumer review-posting behaviors.

Saving the hotel industry: Strategic response to the COVID-19 pandemic, hotel selection analysis, and customer retention

This study investigates the effect of the COVID-19 pandemic on the hotel selection attributes and customer post-purchase behaviors. Qualitative and quantitative processes comprising an importance-performance analysis are used. This mixed-methods approach successfully (1) explores the hotel selection attributes after the COVID-19 pandemic, (2) uncovers the change of importance of these attributes before and after the outbreak of COVID-19, (3) identifies the importance and the performance level of the hotel selection attributes, and (4) explores the roles of the hotel selection attributes that form the overall image of a hotel and the subsequent intentions to revisit a hotel. This study includes a high degree of value, and this is the first empirical research that explores the guests’ hotel choice behaviors before and after the pandemic, which can be helpful for the subsequent guest-behavior studies in the post-pandemic era.

Mobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness

Customers' online shopping intentions have not changed in response to technological advancements, making it difficult for businesses and marketers to invent new strategies to maintain long-term relationships with customers and encourage them to repurchase despite unprecedented technological advancements around the world. Following these issues, the current study investigated how M-CRM, Perceived Ease of Use, and Perceived Usefulness influenced Post-Purchase Behavior, as well as how Ease of Use and Perceived Usefulness mediated the relationship between M-CRM and Post-Purchase Behavior. The study introduces the Unified Theory of Acceptance and Use of Technology as a theoretical framework to accomplish this goal. The 239 responses were evaluated using Smart Partial Least Squares after the data was obtained from a random sample of Jordanian consumers. M-CRM, as well as Perceived Ease of Use and Perceived Usefulness, had a beneficial influence on post-purchase behavior, according to the data. Perceived Usefulness and Ease of Use The relationship between M-CRM and Post-Purchase Behavior was impacted by usefulness. Companies might use these facts to develop a marketing strategy for Jordanian customers.

Factors affecting customers’ post-purchase behavior towards apartments in Ho Chi Minh City

The development of the market economy has had a great impact on the urban development . The rapid growth of population and the residents migrating to big cities have resulted in increasing housing demand. Housing needs for people in big cities in general and in Ho Chi Minh City, in particular, are becoming more and more urgent, especially, apartment buildings because of limited land fund of the locality. Analyzing factors affecting the customers’ post-purcahse bahavior is useful for real estate companies. To examine the causal relationship among perceived risk, perceived quality, customer satisfaction, and post-purcahse behavior, This research used structural equation modeling (SEM) to analyze 412 samples who bought apartments in Ho Chi Minh City. The results showed that the post-purchase behavior towards apartments is directly affected by satisfaction and indirectly by factors: perceived quality, perceived risk, location, after-sales support, price, and brand. And the study provided recommendations to enhance customer satisfaction influence post-purchase behavior towards apartments.

Disruption in Supply Chain due to Covid-19 in Jordanian Economy

Disruption in Supply Chain due to Covid-19 in Jordanian Economy

Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate

This study explores the impact of an unexpected event on a consumer's future purchase behaviour in the online platform during an online shopping festival. This study aims to examine whether the consumer's expectation mediates the relationship between the event novelty, event criticality, event disruption, and the consumer's willingness to participate, based on the event system theory and the expectation confirmation theory. The structural equation modelling is adopted in this study to examine the data of 551 respondents in China. The findings suggest that the consumer's expectation mediates the relationship between the event novelty, event disruption, and the consumer's willingness to participate. Furthermore, there is a significant difference between the event novelty and the event description. Thus, this study's value indicates that an unforeseen event description directly associates with a consumer's post-purchase behaviour, affecting a consumer's expectation of future purchase behaviour.

Linking customized logistics service in online retailing with E-satisfaction and E-loyalty

Online retailers are providing customized logistics service to meet heterogeneous customer demand. However, the value of customized logistics service is not clear. We study conceptually and empirically how customized logistics service influences online customer post-purchase behavior, specifically e-satisfaction and e-loyalty. Primary data on customized logistics service were collected from an online field study involving direct observation. Secondary data on e-satisfaction and e-loyalty were collected from Bizrate.com. We used hierarchical multiple regression analyses and constrained nonlinear regression for empirical analysis. The results indicate that customized logistics service contributes significantly to e-satisfaction and, in turn, to e-loyalty. Furthermore, shipping rates significantly moderate the indirect effect of customized logistics service on e-loyalty through e-satisfaction. This research contributes to the understanding of the nature and consequences of customized logistics service in online retailing. Our findings underscore the effect of customized logistics service on e-satisfaction and e-loyalty, and the critical moderation effects of shipping rate on these relationships. Results from this study hold implications for the way online service operations managers employ logistics service strategy.

How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk

How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk

Pengaruh Persepsi Konsumen Dan Keputusan Pembelian Terhadap Kepuasan Konsumen Pada PT Garuda Makmur Sentosa Pematangsiantar


 
 
 
 Objective. The purpose of this research is: To know the description of consumer perceptions, purchasing decisions, and consumer satisfaction at PT Garuda Makmur Sentosa Pematangsiantar. To determine the effect of consumer perceptions and purchasing decisions on consumer satisfaction at PT Garuda Makmur Sentosa Pematangsiantar.
 Research Methods. The research design used in writing this research is library research and field research. Data collection techniques used in this research are questionnaire method, interview method and documentation method.
 Results. Consumers agree with their perceptions, purchase decisions are good, and customer satisfaction is satisfied. The results of the regression analysis are = 8.302 + 0.448 X1 + 0.400 X2, meaning that consumer perceptions and purchasing decisions have a positive and significant effect on consumer satisfaction. The results of the correlation analysis obtained a value of r = 0.789, meaning that there is a strong and positive relationship between consumer perceptions and purchasing decisions with consumer satisfaction. The value of the coefficient of determination R = 0.623 means that the level of consumer satisfaction can be explained by consumer perceptions and purchasing decisions of 62.3%. The research hypothesis H0 is rejected, meaning that consumer perceptions and purchasing decisions have a positive and significant effect on consumer satisfaction at PT Garuda Makmur Sentosa Pematangsiantar either simultaneously or partially.
 Conclusion. The results of the qualitative descriptive analysis on perceptions both in terms of selective attention, selective distortion and selective retention got an average value of 3.85. Then the highest average value of 4.20 for the dimension of selective attention with an indicator of paying attention to banners. While the lowest average value is 3.27 on the selective retention dimension with indicators of previous experience and beliefs about product quality. The results of qualitative descriptive analysis on purchasing decisions both in terms of identifying the problem of needs, seeking information, evaluating alternatives, purchasing decisions, and post-purchase behavior got an average value of 3.96. Then the highest average value of 4.23 on the dimensions of purchasing decisions with indicators of consumer confidence. While the lowest average value of 3.17 on the dimensions of purchasing decisions with indicators of consumer decisions. The results of qualitative descriptive analysis on consumer satisfaction in terms of product and service quality, price structure, convenience of procedures, and consumer support got an average score of 3.96. The highest average value is 4.30 on the dimensions of product and service quality with product completeness indicators and also on the convenience dimension of procedures with service procedures indicators with the highest average value of 4.30. While the lowest average value is 3.27 on the dimension of consumer support with indicators of the speed of service provided and handling of complaints submitted.
 
 
 
 

Tourists’ Booking Behavior: Online Social Media Perspectives

The availability of online booking has secured valuable competitive advantages for the tourism industry: lower distribution costs, increase tourist delight, and efficiency. Despite the advantages, there has been little research into the types of online motives that drive the emotions of users and affective response to purchase tourism services online. Most literature in the tourism online booking identified factors, however the affect e-booking behaviors as well as post-purchase behavior has been understudies. This study uses two phases: Phase I explains the pre-booking emotional and intention behavior of tourists, whilst Phase II focuses on the post-booking emotional consequences of initial one. Results from a sample of 587 participants showed that online review, return policy leniency and convenience are key determinant of tourist positive affective response regarding e-booking decision, while hedonic and utilitarian motivation has moderated effects. The finding revealed that online booking intention influence tourist surprise which in turn induce tourist arousal and tourist delight. The study provides further insights relating to tourists’ e-booking decision process that can improve marketing strategies.

Investigating The Influence of Social Media Influencers on Consumer Decision Making Process of Plurals and Millennials

Objective: The study examines how consumer decision making process of millennials and plurals gets impacted due to social media influencers. The impact was measured by using social media influencers as exogenous construct and five stages of consumer decision making process as endogenous construct.Research Methodology: A theoretical model was developed by reviewing earlier literature available on different journals and websites. A sample of total 500 respondents was collected through structured questionnaire by using stratified proportionate sampling whereby count of plurals and millennials was 250 each. The data was examined through Smart PLS 3.0 by performing structure equational modelling. Findings: The results indicated that all the stages of consumer decision making process of millennials and plurals were impacted due to social media influencers. Furthermore, the highest impact was found on need recognition stage (H1), followed by post purchase behaviour (H5), purchase stage (H4), evaluation of alternatives (H3), and search of information (H2).Limitations: This research has few limitations as it was conducted in only northern states of India; however, further research can be conducted in other areas which may yield other productive results. Moreover, only behavioural aspect of consumer attitude was tested, rather cognitive and affective components of consumer behaviour can be considered in future research.Implications: Through this research, marketers can avail the opportunity to understand buying process of two generations: plurals and millennials which would be valuable for firms in strategizing digital marketing plans and policies to target both age groups on social media. This study has illustrated buying process of two generations in order to fulfil the literature gap as there was inadequate literature on plurals and millennials. Hence, both literature gap and originality have been attained and fulfilled.

Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement; as well as the impacts of customer engagement on customer behavioural loyalty (i.e., repurchase intention and positive WoM). Adopting convenience and snow-ball sampling methods, a total of 151 valid questionnaires were collected and analysed using SPSS 25 and SmartPLS 3.0 software. Congruity aspects play significant roles in influencing customer engagement, while channel integration qualities do not. This result could be attributed to the unique characteristics of the fast-food products and Malaysian fast-food consumers. Importantly, customer engagement influences both transactional (i.e., repurchase intention) and emotional (i.e., intention to spread positive word of mouth) loyalty positively. The findings provide useful insights to both academicians and practitioners to plan for different omnichannel strategy in the effort to increase customer engagement and desired post purchase behaviours.