Predictor Of Purchase Intention Research Articles

Paying for beloved game characters: congruence with ideal others predicts purchase intention

Paying for beloved game characters: congruence with ideal others predicts purchase intention

Modelling the role of perceived marketplace influence and moral norms in organic food consumption: a moderated mediation approach

PurposeThe study seeks to explore why despite growing concern for the environment, consumers’ intention to purchase organic foods remains relatively low. In addition, the study also seeks to investigate the role of perceived marketplace influence (PMI) and moral norms in organic food consumption.Design/methodology/approachData collected from 330 young consumers chosen with non-probability sampling were analysed using structural equation modelling in Amos 22.0.FindingsThe results of the parallel mediation analysis confirmed that environmental concern influences purchase intention indirectly through attitude, subjective norms, perceived behavioural control and perceived marketplace influence. In addition, moral norms were found to moderate the effect of perceived behavioural control on purchase intention. Moreover, the results also indicated that the impact of environmental concern on consumers’ attitude toward organic foods was also moderated by moral norms. Further, the results of moderated mediation showed that the indirect effect of environmental concern on purchase intention (through attitude and perceived behavioural control) was moderated by moral norms.Research limitations/implicationsThe study contributes to the existing literature by investigating the inconsistency between environmental concern and purchase intention. In addition, the study also investigate role of perceived marketplace influence and moral norms in stimulating organic food consumption intentions.Practical implicationsThe emergence of perceived marketplace influence as an important determinant of organic food consumption shows that every individual needs to realise the importance of their environment friendly actions to promote organic food consumption. In addition, the study also highlights the pivotal role of moral norms in the promotion of organic food consumption. Thus, markets, policy-makers, family, friends, society all should promote and inculcate the spirit of contributing in the cause of safeguarding the environment to the young children specially by promoting consumption of organic foods.Originality/valueThe study examines the role of perceived marketplace influence as predictor of purchase intention towards organic foods which is rarely explored specially in the domain of organic food consumption. In addition, the results also produced some novel insights into the moderating role of moral norms.

Consumer religiosity, cosmopolitanism and ethnocentrism in Indonesia

PurposeLittle is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and Schwartz’s (1992) value system, this study aims to examine the effect of Indonesian consumers' religiosity, cosmopolitanism and ethnocentrism on their preference for and purchase intention towards global brands.Design/methodology/approachData were collected from 316 female consumers aged 20 years or older living in Indonesia via a professional online survey firm. The firm sent prospective participants an email invitation with a survey URL. Confirmatory factor analysis and structural equation modelling were conducted using AMOS 24.0 to test hypotheses.FindingsThe analyses revealed that Indonesian consumers' religiosity increased their ethnocentrism but not cosmopolitanism. Further, ethnocentrism decreased global brand preference without affecting purchase intention towards Korean cosmetics, whereas cosmopolitanism increased both global brand preference and purchase intention towards Korean cosmetics.Originality/valueThe findings show that cosmopolitanism has a stronger influence on global brand preference than ethnocentrism, suggesting ethnocentrism’s diminishing relevance in predicting purchase intention for foreign products. Additionally, religiosity’s effect on ethnocentrism was confirmed.

Exploring the Factors Affecting Online Trust in B2C E-Commerce Transactions in India: an Empirical Study

Purpose: The COVID-19 pandemic has led to a surge in e-commerce as millions of people were forced to stay at home and adopt digital channels for their purchases to avoid crowded supermarkets. It made the whole world look towards e-commerce as a one-stop solution for keeping markets alive. However, it came as an opportunity for digital fraudsters as a huge number of digital frauds were reported during this pandemic. Such incidents raised questions about online trust-related issues. Fake websites, insecure payment mechanisms, data theft, privacy breach, product reliability, etc., are a few of the reasons why many people are still not confident about using e-commerce platforms. When customers cannot physically touch, feel, and see the products, it becomes even more suspicious and raises serious uncertainty about the quality of the promised product and transaction setup in the e-commerce framework. Design/Methodology/Approch: In this study, primary data was collected through structured questionnaires from e-commerce website users belonging to Generation Z and analyzed using Structural Equation Modelling and Path Analysis in IBM SPSS AMOS version 24. Findings: Online Security, Online Privacy, and Website appearance were studied and found to have a significant positive impact on online trust. Online trust was also found to be a predictor of purchase intention. Online trust was also found to act as a full mediator between online security and purchase intention, online privacy, and purchase intention, and as a partial mediator between website appearance and purchase intention. Research, Practical & Social Implications: The cross-sectional nature of this study makes it difficult for making inferences about causal relationships so new studies can adopt and check the utility of a longitudinal approach in this area. Furthermore, the data collected using convenience sampling had all young generation respondents, mostly college/university students. This current study takes only three antecedents of online trust with reference to a young generation; an exploratory study is needed here to find out new possible antecedents of developing online trust. Moreover, the appearance of the website is altogether a vast area to investigate for further development; very limited dimensions of the appearance of e-commerce websites are covered in this study.

Celebrity Expertise and Congruence on Consumer Purchase Intentions: Evidence by Nigerian Mobile Telecommunication Companies

Purpose: Celebrity endorsement is a marketing strategy firms have embraced to survive and fortify their market competitiveness. This study examined how celebrity expertise and congruence affect consumer purchase intentions in Nigerian telecommunications companies. Theoretical framework: The theory of planned behaviour describes all behaviour of individuals who possess the power to exercise self-restraint. The predictors of purchase intentions as submitted by this theory comprised attitudes; behavioural intention; subjective norms; and perceived behavioural control. Method: It adopted a survey research design. A proportionate stratified random sampling technique was employed in the research while a questionnaire was used to gather participant data. The instrument was validated while the reliability tests ranged between 0.654 and 0.795. A Partial Least Square (PLS) modelling was adopted to analyse data collected from the respondents. Findings: The findings showed that celebrity expertise and celebrity congruence all have a significant positive effect on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria. Research Implication: The managerial implication is that it will enhance inter-enterprise collaborations among telecommunications companies by working together with their ideas and skills to accomplish a desired task that is innovative in nature for the benefit of the companies. Originality/Value: This study is the first of its kind to deal with celebrity expertise and celebrity congruence on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria.

Electronic Word of Mouth as a Predictor of Purchase Intention: Evidence from Instagram and TikTok in Indonesia

Instagram dan TikTok mendominasi penggunaan media sosial dan menjadi platform penting untuk promosi produk. Penelitian ini bertujuan untuk mengukur pengaruh electronic word of mouth (e-WOM) terhadap niat pembelian penerima e-WOM di Instagram dan TikTok. Penelitian ini menguji kualitas e-WOM, jumlah e-WOM, kredibilitas e-WOM, dan keahlian penyedia informasi e-WOM. Menggunakan pendekatan kuantitatif, penelitian ini menguji hubungan sebab-akibat berdasarkan hipotesis yang telah dikembangkan. Pemilihan sampel dilakukan dengan menggunakan teknik purposive, di mana responden adalah pengguna Instagram dan/atau TikTok yang telah mengalami komunikasi e-WOM dari influencer di platform tersebut dan belum melakukan pembelian produk atau jasa tertentu yang direkomendasikan oleh influencer melalui e-WOM. Analisis data menggunakan Regresi Linier Berganda. Hasil penelitian menegaskan bahwa kualitas e-WOM, jumlah e-WOM, kredibilitas e-WOM, dan keahlian penyedia informasi e-WOM berpengaruh positif terhadap niat pembelian. Penelitian ini memberikan implikasi manajerial yang menekankan perlunya meningkatkan dimensi e-WOM ini untuk meningkatkan minat dalam membeli produk atau jasa yang direkomendasikan oleh influencer. Strategi yang dapat digunakan mencakup peningkatan jumlah ulasan, ringkasan informasi produk, perbaikan peringkat rekomendasi, peningkatan reputasi produk atau jasa, peningkatan kepercayaan, dan perbaikan kemampuan evaluasi oleh penyedia informasi e-WOM.

An Extended Model of the Theory of Planned Behaviour to Predict Purchase Intention for Local Brand Vehicles Produced in Malaysia

An Extended Model of the Theory of Planned Behaviour to Predict Purchase Intention for Local Brand Vehicles Produced in Malaysia

Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective

PurposeExtending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention.Design/methodology/approachA between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses.FindingsOverall, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is essential for a macro-influencer.Practical implicationsThe results of this study imply that CW should be an essential component of influencer marketing strategy. Marketing managers should hire credible and kind influencers who can produce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required.Originality/valueThis is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers.

Predicting consumer purchase intention on electric cars in India: Mediating role of attitude

AbstractTo reduce emission of greenhouse gases, electric vehicle is a good option. During recent time in India, there is emergence of electric vehicle start‐ups. This paper predicts purchase intention of the consumer on electric cars with mediation role of attitude. A questionnaire was framed to collect the data from all ages with 173 valid samples. SmartPLS 4 and SPSS were used to test hypotheses and research model. The secondary data helped in understanding the concept of electric vehicles and consumer preferences for them. The findings showed that price perception, government support and environmental concern significantly influence consumer attitude on electric cars except relative product advantage and range anxiety. Result shows mediating role of attitude between independent variables (Price perception and environmental concern) and purchase intention. Study highlights the role of relative product advantage, range anxiety, government support, environmental concern, and price perception in electric vehicle (car) adoption but it has limitations that the study were conducted in Haryana state (India). The opinions and perceptions of the respondents may also limit the study. In practical, the market of EVs is continuously growing in India. The present study encourages the different stakeholders to go with plan that actually work. At present, driving electric cars in India is luxury for people due to its high prices. There were very less discussion on consumer perception toward EVs in previous literatures.

Beliefs and Attitudes of Consumers At Online Merchants In Predicting Purchase Intention

Consumer trust in sellers in the marketplace not only affects their trust in others, but also affects the way consumers make online purchases. This study intends to explain the relationship between consumer trust and other predictors that can increase a person's willingness to make online purchases in the marketplace. This study used quantitative methods and questionnaires as research instruments with a total sample of 138 respondents with the criteria of having made an online purchase at least 2 times in the last 3 months, the data were analyzed using PLS-SEM. The findings show: (1) consumers' attitudes to online purchase intention have a greater impact when compared to consumer confidence, (2) the role of attitude variable mediation can increase online purchase intention. The results showed the importance of increasing one's trust in the transaction process that takes place in online sales and it makes consumers feel comfortable and causes liking with online shopping which ultimately increases one's desire to make purchases online in the marketplace.

Determinants of purchase intention of halal cosmetic products among muslim females: evidence from Indonesia

Halal cosmetics market in Indonesia has gained more and more attention and is driving global demand growth. Halal cosmetics awareness among female young adults in Indonesia is increasing in line with the rapid growth projection of the Indonesian Halal cosmetics market. However, factors playing a significant role in their purchase intention to buy Halal cosmetic products remain ambiguous. Furthermore, there is no well-established study in Indonesia that explored the role of brand image, promotion, and Halal logo as predictors of purchase intention. This study aims to address this gap and analyze the predecessors and consequences of aforementioned factors towards the purchase intention of Halal cosmetics in Indonesia, specifically among young Muslim women. Samples in this study were obtained by means of quota sampling technique with a total of 289 female Indonesian Muslim respondents aged 21 - 40 years old. Likert-type scale anchoring five-points was used to record the responses. The scale of 1 indicates strong disagreement and 5 indicates strong agreement. The analysis was conducted through Exploratory Factor Analysis and Multiple Regression Analysis on SPSS. This study discovered that promotion is an essential predictor of purchase intention of Halal cosmetic products within the young Muslim adult population in Indonesia. Unexpectedly, brand image plays an insignificant role in purchase intention. Moreover, theory of planned behavior provided insight into a theoretical vulnerability of subjective norm as predictor of purchase intention. As this topic is predominantly researched in Malaysia, there has been little to no studies done on this particular context in Indonesia. This study’s results are anticipated to provide meaningful contribution to the literature in evaluating the purchase intentions of Indonesian young Muslim women towards Halal cosmetics. Cosmetics brands and manufacturers may extract value from this study’s results to sharpen activity focus on variables closer to purchase intention.

Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector

The study aims to examine whether brand awareness contributes to consumers’ purchase intention on FMCG products in the context of viral marketing. In this study, 452 FMCG customers in India voluntarily participated. Smart PLS 4.0 was used to analyze the data for the measurement model and structural model after the convenience sampling technique was used to gather the data. It was revealed that viral marketing has a sizable impact on brand awareness leading to purchase intention. Furthermore, this study explored that brand loyalty has a partial mediating effect between the aforementioned two constructs. In order to gain a competitive advantage over their rivals, FMCG companies can benefit from this study by formulating their brand management strategies in light of the findings. Additionally, this study opens up new opportunities for future researchers and management experts to find a distinctive viewpoint on this fascinating topic.

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

AbstractOmnichannel represents a customer‐oriented distribution paradigm through which retailers can deliver a seamless customer experience and create an authentic brand narrative that is communicated to customers across diverse touchpoints. Despite the increasing relevance of the omnichannel approach, research on how omnichannel can affect the customer experience remains scant. This research consists of a qualitative study and three experimental studies. Drawing from signaling theory, we contend that the signal congruency established by omnichannel—where all the channels are aligned and convey a consistent message to customers—can enhance consumers' purchase intention and perceptions of brand authenticity. We further investigate the role of brand authenticity as a mediator of the relationship between multichannel customer experience (seamless vs. nonseamless) and purchase intention, as well as of brand untrustworthiness as a moderator of the relationship between multichannel customer experience and brand authenticity. The results show that a seamless multichannel customer experience has a significant main effect on purchase intention and that participants in the seamless multichannel customer experience condition perceive the brand as more authentic than those in the nonseamless multichannel customer experience condition. Both the mediation and moderation hypotheses are supported. These findings enhance the literature on signaling theory and omnichannel. They also provide insightful implications for retailers in terms of managing the omnichannel customer experience. Overall, this study integrates the research areas of brand authenticity and omnichannel and provides valuable insights by indicating how seamlessness can boost consumers' perception of brand authenticity. Furthermore, the study advances our knowledge by investigating the impact of brand authenticity as both a result of the omnichannel customer experience and a predictor of purchase intention.

Electronic word of mouth dan minat beli pada follower produk hijab Naihijab.id

The intense competition for selling hijab fashion in online shops makes businesses have to develop effective strategies so that their products can compete in the market. One strategy used to attract consumer buyers is to introduce their products through electronic word of mouth (eWom). This study aims to test eWom's ability to predict consumer buying interest. The subjects of this study were 361 followers of the Naihijab.id tiktok account, aged 17-24 years, which were obtained using the accidental sampling technique. The scale used is the EWOM scale and the purchase intention scale. A simple linear regression test results show that the hypothesis is accepted. Namely, eWom can predict buying interest in followers of the Naihijab. id tiktok account by 21.5%. Of the seven dimensions of eWOM, only four significantly predict purchase intention: platform assistance, positive self-enhancement, social benefits, and advice seeking. In contrast, the remaining three dimensions are insignificant in predicting purchase intention. The implications of this research show that for consumer buying interest to increase, Naihijab.id business owners need to strengthen several aspects of eWom that have a strong contribution to consumers and improve several aspects that are not significant. Keyword: Buying intention, electronic word of mouth, onlineshop

INSTAGRAM INFLUENCERS AS PREDICTORS OF CONSUMER PURCHASE INTENTION TOWARDS FASHION PRODUCTS IN JAKARTA, INDONESIA

Objective: The objective of this study is to determine the effect of perceived originality, perceived uniqueness, and source credibility of accounts owned by Instagram influencers on consumers’ purchase intention of fashion products in Jakarta, Indonesia Methodology: An online survey was administered to online Instagram users in Jakarta, Indonesia. Descriptive, correlation and regression analysis were used as statistical tools to analyse the data and to test the hypotheses. Results: Perceived originality, perceived uniqueness and source credibility have significant and positive relationship on purchase intention of purchase products in Instagram. Moreover, perceived originality is the best predictor of purchase intention among respondents of this study. Implication: This study presents a conceptually yet empirically supported framework to describe the significance of perceived originality, source credibility and purchase intention in fashion products. The study is specifically useful for Instagram influencers as it helps identify which characteristics that they should show to cultivate purchase intention among people aged 18-34.

Influence of corporate social responsibility and brand attitude on purchase intention

Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy. Originality/value This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention. sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement

PurposeInternet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by creating self-branded products. This study aims to examine the antecedents of consumer attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement.Design/methodology/approachTwo sub-samples of different social media brand communities were collected via online surveys of consumers with experience purchasing targeted internet celebrity self-brands. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data.FindingsThe results of the two sub-samples provide convergent evidence that brand–consumer congruence, brand authenticity and internet celebrity involvement have positive correlations with consumer attitudes towards internet celebrity self-brands, which then positively correlate with purchase intentions in both psychological (Sub-sample 1) and social (Sub-sample 2) brand communities.Originality/valueTo the best of the authors’ knowledge, this research is the first to develop a comprehensive model of consumers’ attitudes towards internet celebrity self-brands, which predict purchase intentions. The model is empirically tested in different social media brand communities, and the convergent results show the power of the proposed model. Internet celebrity involvement is proposed as a key driver of brand attitudes, which has received little attention. We conceptualise internet celebrity involvement and develop a scale to measure it. Based on the findings, we propose strategies to improve the marketing effectiveness of internet celebrity self-brands.

Smartwatch Sensors with Deep Learning to Predict the Purchase Intentions of Online Shoppers.

In the past decade, the scale of e-commerce has continued to grow. With the outbreak of the COVID-19 epidemic, brick-and-mortar businesses have been actively developing online channels where precision marketing has become the focus. This study proposed using the electrocardiography (ECG) recorded by wearable devices (e.g., smartwatches) to judge purchase intentions through deep learning. The method of this study included a long short-term memory (LSTM) model supplemented by collective decisions. The experiment was divided into two stages. The first stage aimed to find the regularity of the ECG and verify the research by repeated measurement of a small number of subjects. A total of 201 ECGs were collected for deep learning, and the results showed that the accuracy rate of predicting purchase intention was 75.5%. Then, incremental learning was adopted to carry out the second stage of the experiment. In addition to adding subjects, it also filtered five different frequency ranges. This study employed the data augmentation method and used 480 ECGs for training, and the final accuracy rate reached 82.1%. This study could encourage online marketers to cooperate with health management companies with cross-domain big data analysis to further improve the accuracy of precision marketing.

Predicting Consumption Intention of Consumer Relationship Management Users Using Deep Learning Techniques: A Review

Consumer/customer relationship management (CRM) can potentially influence business as it predicts changes in people’s perspectives, which could impact future sales. Accordingly, advancements in Information Technology are under investigation to see their capabilities to improve the work of CRM. Many prediction techniques, such as Data Mining, Machine Learning (ML), and Deep Learning (DL), were found to be utilized with CRM. ML methods were found to dominate other approaches in terms of the prediction of consumers’ intention to purchase. This review provides DL algorithms that are mostly used in the last five years, to support CRM to predict purchase intention for better product sales decisions. Prediction criteria related to online activities and behavior were found to be the most inputs of prediction models. DL approaches are slowly applied within purchase intention prediction due to their advanced capabilities in handling large and complicated datasets with minimum human supervision. DL models such as CNN and LSTM result in high accuracy in prediction intention with 98%. Future research uses the two algorithms (CNN, LSTM) compiled to make the best prediction consumption in CRM. Additionally, an effort is being made to create a framework for predicting purchases based on many DL algorithms and the most pertinent characteristics.

Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty

AbstractDespite the growing importance of influencers' word‐of‐mouth through audiovisual content, little is known about its effect on consumers' brand evaluation, purchase intentions, and decisions. Drawing on Ohanian's source credibility framework, we conducted two studies across different influencers, product categories, and respondents' gender and tested the hypotheses using covariance‐based and partial least square structural equation modeling. Study 1 focuses on a mega‐influencer of cosmetic and beauty brands and predominantly involves female respondents. The findings show that the influencer's attractiveness affects perceptions about source expertise and source trustworthiness but not brand attitude, while source expertise predicts source trustworthiness, and both mediate the effect of source attractiveness on brand attitude. In contrast, brand attitude predicts purchase intention and mediates the impact of source credibility dimensions. Study 2 focuses on various influencers of hedonic products (lifestyle, fashion, and beauty). The results confirm the influence of source attractiveness and expertise on source trustworthiness, which ultimately predicts consumer purchase decisions. This study reveals the interdependencies between different source constructs, contributing to source credibility theory. Furthermore, we show that the effect of source dimensions that are relevant in the celebrity endorsement literature, such as source attractiveness, do not directly influence consumers' intentions and decisions in the context of influencers' electronic word of mouth. Finally, the two studies confirm that only influencers perceived as honest and sincere can influence consumers' purchase decisions.