Consumers Process Research Articles

Effects of Social Media Advertising on Consumer Buying Decision Making Process: A Case of Leading Online Shopping Sites in Kenya

The goal of this research was to assess the influence of social media advertising on the buying decision-making process of consumers, using the case of leading online shopping sites in Kenya. the theory of reasoned action was used to frame this investigation. The study was conducted using a descriptive research approach, and the participants were management staff from five online shopping sites situated in Nairobi, Kenya. The population of study included members of staff in the management of top five (5) selected Online Shopping Sites in Kenya: Jumia, Kilimall, Jiji Kenya, Masoko and Copia. After randomly selecting 200 respondents from the target population, the stratified sampling approach was used to pick an unbiased sample of 133 respondents from the target population of 200 respondents. Primary data was gathered via the use of questionnaires. The research issued a total of 133 questionnaires and a total of 90 were filled and returned giving a response rate of 68%. The data will be analyzed with the help of the Statistical Package for Social Sciences (SPSS) software. For ease of understanding, data was coded according to various variables and descriptive statistics such as frequencies, means, and standard deviations. Analysis of regression and correlation were carried out in order to analyze and establish the link between the variables under investigation. The findings on the effect of use of social media advertising on consumer buying decision revealed that respondents agreed that the social media pages is interactive and it influences consumers shopping experience, Facebook and Twitter pages offer content aligned with the brand and gives consumers reasons to keep engaging with the company, making emotional connections through positive consumer experiences, exceptional service and engaging conversations has significantly influenced social media marketing. Respondents also agreed that changing the conversation and engaging fully with existing consumers increases the level of social media marketing. The study recommended that Online shopping sites should develop an online platform that will be engaging fully with existing consumers, providing sufficient information and personal, interesting, timely and responsive.

Intrinsic Incentives for Online Business Reviews: Driving Knowledge Transfer Across Businesses

Abstract The present paper aims to analyze business-to-business feedback, where managers and customers provide reviews for partners or client organizations, as this practice has become increasingly common in the present business environment. However, the intrinsic motivations that drive managers and individuals to engage in this practice are not yet fully understood. Previous research has highlighted potential reasons for issuing feedback, but our study highlights some new perspectives on the significance of online reviews, the reasons why individuals issue them, and their potential impact on the decision-making process of consumers and business partners. Our findings suggest that improving customer service and interactions is essential for encouraging positive reviews. Our data also indicate that age might play a crucial role in attitudes toward leaving online reviews. Older individuals appear to perceive their reviews to be more objective and fairer, while younger individuals are more easily convinced by the opinions of others. The frequency of leaving reviews can also vary a lot depending on the age of the individual, possibly due to a lack of time or belief that their opinion may not have any valuable impact on other people’s lives or decisions. One of the most significant factors that encourage individuals to offer feedback is good interaction with a company representative, highlighting the importance of customer service. The possibility of obtaining a discount and the quality of services and products offered were also important factors in the business-to-business review exchange. Although the data collected is based on a relatively small sample size and may not be representative of the wider population, this study provides valuable insights into the behavior of those who issue online reviews and can contribute to future research directions in this area.

Analisis Perilaku Konsumen Produk Fashion Local Brand Erigo dalam Memutuskan Pembelian Online melalui E-commerce Shopee

In this online and digital world, shopping can also be done online, such as at Shopee. As we already know, along with the development of technology and information, nowadays many online shops have sprung up in various groups, from teenagers to adults. The business sector currently experiencing intense competition is the fashion business sector, one of which is the local brand Erigo. This research uses descriptive research with qualitative methods using a case study approach that explains phenomena through data collection without prioritizing population size or sampling. to get depth data. The research subjects consisted of five Adm study program students. Business Faculty of Social and Political Sciences, Hang Tuah University, Surabaya. Consumer behavior refers to the purchase decision process which consists of five stages, namely problem recognition, information search, alternative evaluation, purchase decision, and post- purchase behavior. Therefore, the decision making made by some students looks different. Even so, all their needs and desires to get Erigo brand products are still fulfilled by choosing shopee to make purchase transactions because transactions are more convenient, complete information, easier searching, more affordable prices, more flexible time and good consumer confidence. Meanwhile, the consumer's process of deciding to purchase Erigo products online is based on reviews, prices, ratings, as well as the existence of flash sales programs, extra free shipping and discounts. On the other hand, the trust of the informants remains loyal in buying Erigo products using Shopee involving friends and needs related to fashion.

A Dynamic Product Evaluation Model Based on Online Customer Reviews from the Perspective of the Elaboration Likelihood Model

Plenty of online customer reviews (OCRs) provide consumers with an abundant source of word-of-mouth (WOM). It makes potential customers evaluate alternative products or services more conveniently. Thus, relative studies have been arising. Considering that existing research is almost deployed from the perspective of reviewers, the study proposes an evaluation model based on the OCRs from the view of potential customers. In the model, the OCRs in text form are translated into probabilistic linguistic term sets from the perspective of the cognitive process model, namely, the elaboration likelihood model, for further evaluation. Meanwhile, the influence of the OCRs’ published time is also taken into consideration, and then, the model is transformed into a dynamic evaluation model. In general, we propose a dynamic product evaluation model to simulate the cognitive process of the potential consumers disposing of OCRs. In addition, an evaluation of 6 hotels in Chengdu, Sichuan Province, is developed based on the proposed dynamic product evaluation model, and some discussions, as well as conclusions, are also carried out.

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

“Guess You Like It” – How personalized recommendation timing and product type influence consumers’ acceptance: An ERP study

Personalized recommendation has been increasingly used in online shopping environment, and improving the effectiveness of personalized recommendation is an important issue. On the basis of two-stage decision theory and preference inconsistency theory, our study adopted the neuroscientific methodology of event-related potential to investigate the decision-making process and psychological mechanism of consumers for personalized recommendation under different recommendation timings (browsing and decision stages) and recommended product types (similar and related). Behavioral results showed that consumers’ acceptance of similar product recommendations was higher than that of related product recommendations during the browsing stage, whereas no difference was observed in consumers’ acceptance of the two product types during the decision stage. More importantly, neurophysiology results provided underlying psychological mechanism for exploring consumers’ decision-making process for personalized recommendations. Consumers’ psychological mechanism of the personalized recommendations might be divided into two processes, the early automatic cognitive process indicated by the N2 component, and the late advanced cognitive process indicated by the P3 component. We suggested that N2 reflects the perceptual mismatch between the recommended products and the target products, and P3 reflects the attention capture during categorization evaluation of the recommended product and the target product. These findings have important theoretical and practical significance for the deeper understanding of consumers’ decision-making process and psychological mechanism in personalized recommendation, as well as improving the effectiveness of personalized recommendation.

Effects of personal carbon trading scheme on consumers' new energy vehicles replacement decision: An economic trade-off analysis

Carbon emissions from private transportation and resident travel are exhibiting a fast upward trend that requires immediate action. Personal carbon trading (PCT) in private transportation sector is considered to be an effective market tool based on the “cap and trade” principle to guide residents to carry out low-carbon travel behaviour. This study proposed a replacement decision model under the PCT scheme and applied the theories of life cycle cost (LCC) to address the issue of new energy vehicles (NEVs) replacement decision. The results of the numerical analysis and mathematical model solution demonstrate that the adoption of a PCT scheme can accelerate the conversion of consumers to adopting new energy vehicles. When the carbon market price fluctuates erratically, consumers are unlikely to decide to replace their fuel vehicles. The process of consumers' decision making to switch to NEVs will accelerate through the increase in gasoline prices. Conversely, the increase in market discount rates will make the replacement decision of consumers more uncertain and discourage them from making early replacement decisions. The gradual withdrawal of financial subsidies will have a certain delaying effect on consumers' decision-making behaviours. Moreover, the results of sensitivity analysis support the robustness of our research findings. Finally, we summarize the conclusions, implications and limitations.

The Role of Social Media in the Creation of Young People’s Consumer Identities

This article explores how young people construct and express their consumer identities via their consumption styles on social media. The importance of commercial content on social media, such as the postings of social media influencers and advertisers, has been increasing during the past years. Framed by theories on social identity, social comparison and consumer socialization, we analysed focus group discussions with 15 to 19-year-old teenagers in Finland ( N = 35). The results reveal that the participants had a clear understanding of their consumer identities: what kind of consumers they were and what they did not want to be. The consumption styles: luxury brand-oriented, trendy second-hand and sustainable, were heavily affected by social media, particularly by commercial social media influencers. Although our sample of young people was rather small, the results were consistent with other studies, and provided deeper understanding of the important role of commercial social media in young people’s consumption styles. Thereby, the research brings social media more tightly into the process of young consumers’ identity formation. For today’s young people, consumer identity is a major part of social identity which is greatly affected by social media. This is should be acknowledged by commercial actors, educators and consumer policy makers.

The weight of the crowd, social information credibility, and firm strategy

When considering a purchase, consumers often augment their private information about a product with anonymous online social information (reviews, etc.). We examine the impact on firm strategy of how consumers weight these two information sources—private and social—in their purchase decisions. An increase in weight on private information always results in higher prices at the interior equilibrium. However, the effects on profits, consumer, and total surplus are nonmonotonic: all increasing with the weight on private information when weight is high but decreasing when weight is low. Profit and surplus decrease with weight when weight is low because a marginal increase in a low weighting leads to a contraction of demand. The dynamic reverses when weight is high. Besides weighting of information sources, our model incorporates the questionable credibility of social information. A firm's optimal investment to improve social information credibility depends on whether consumers process information in a Bayesian or non‐Bayesian manner. We show that, compared to Bayesian consumers, non‐Bayesian consumers endogenously trust (distrust) social information from firms with high(low)‐positivity ratings. This distinction in information processing results in a stark contrast in how firms manage social information credibility: when facing Bayesian consumers, with an increase in the positivity of its social information, a firm with high(low) positivity spends less (more) to improve credibility. On the contrary, when facing non‐Bayesian consumers, a firm with high(low) positivity spends more (less) to improve credibility. Product quality also affects optimal credibility investment, following an inverted U‐shape.

The Effect of Motivation and Marketing Mix on the Visit Decision and Consumers Loyalty at the Coffee Shop

Pekanbaru is one of the cities in Indonesia where the number of new coffee shops increase year by year. Unfortunately, beside those new coffee shops, there are also many old coffee shops cannot maintain their business and finally closed. Thus, this research aimed to analyze the effect of consumers motivation and marketing mix (7P) on visit decisions and consumers loyalty at coffee shops in Pekanbaru. This research used a quantitative method with 207 respondents. The data processing and analysis techniques consist of validity and reliability tests, descriptive analysis (consumers characteristics and visit decisions), and linear regression analysis (classical assumption test, linear regression equation, partial test, simultaneous test, and coefficient of determination test). This research showed that consumers motivation, product, promotion, people, physical evidence, and process partially have a positive and significant effect on visit decisions. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a positive and significant effect on visit decisions. The consumers motivation, product, physical evidence, and process partially have a positive and significant effect on consumers loyalty. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a significant effect on consumers loyalty. The decision to visit has a positive and significant effect on consumers loyalty. Keywords: coffee shop, consumers loyalty, consumers motivation, marketing mix, visit decision

Understanding of Customer Decision-Making Behaviors Depending on Online Reviews

With a never-ending stream of reviews propagating online, consumers encounter countless good and bad reviews. Depending on which reviews consumers read, they get a different impression of the product. In this paper, we focused on the relationship between the text and numerical information of reviews to gain a better understanding of the decision-making process of consumers affected by the reviews. We evaluated the decisions that consumers made when encountering the review structure of star ratings paired with comments, with respect to three research questions: (1) how consumers compare two products with reviews, (2) how they individually perceive a product based on the corresponding reviews, and (3) how they interpret star ratings and comments. Through the user study, we confirmed that consumers consider reviews differently according to product presentation conditions. When consumers were comparing products, they were more influenced by star ratings, whereas when they were evaluating individual products, they were more influenced by comments. Additionally, consumers planning to buy a product examined star ratings by more stringent criteria than those who had already purchased the product.

Exploring commonly used terms from online reviews in the fashion field to predict review helpfulness

Online shopping for fashion products is a challenging process for consumers. Although customers can facilitate purchasing, review content and helpful voting systems can be unreliable. This study aims to apply linguistic approaches on term recognition to identify and extract frequent terms in fashion reviews and predict their helpfulness. Features are chosen using the latent Dirichlet allocation (LDA) model for topics, bi-grams using the term frequency- inverse document frequency (TF-IDF) vectorizer and topics plus bi-grams using the TF-IDF vectorizer. The feature sets are then used to train four supervised algorithms on an imbalanced dataset to highlight the model performance. Models are validated using a dataset of 828,700 customer reviews collected from Amazon Fashion platform. The experimental results show that choosing LDA plus n-grams using the TF-IDF vectorizer for a random forest classifier outperforms the other models, with an accuracy of 0.81 and an F1-score of 0.78. Furthermore, the study indicates that reviews describing fabric quality, trend and fashion aesthetics, size details, price, and return experience are more helpful. Using the results, customers are made aware of how to narrow their search terms and retailers can optimize their review system more intelligently, especially on the first page of a product's description.

ANALISIS PROSES PENGAMBILAN KEPUTUSAN DAN KEPUASAN KONSUMEN PRODUK PROGRAM AGRIBISNIS TAMAN TEKNOLOGI PERTANIAN (TTP) CIGOMBONG, KABUPATEN BOGOR

<em><span lang="EN-US">The agribusiness program is one of the Cigombong TTP programs that can help assisted farmers and breeders and partners market their products at a better price. This study aims (1) to analyze the consumer decision-making process for the Cigombong TTP agribusiness program and (2) to analyze the consumer satisfaction of the Cigombong TTP agribusiness program product. The method used is descriptive analysis, Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The results showed that the decision-making process of most consumers of the TTP Cigombong agribusiness program was motivated to get quality products, sought information from family or friends, the most interesting promotions were product quality, considering product purchases as needed, making planned purchases regularly every week. once and expressed satisfaction after purchasing the TTP Cigombong agribusiness program product. Based on CSI analysis, consumers are satisfied with the performance of the TTP Cigombong agribusiness program with a value of 79.19% and the priority attributes to be repaired according to the IPA matrix are the attributes of security assurance or product certification.</span></em>

Analisis Tingkat Kepuasan Konsumen Food Truck di Yamaha Land Surabaya

Yamaha Land is a place of business for food truck entrepreneurs who were born in Surabaya. Customer satisfaction is important for the company because it can also be a marketing tool. One effort to increase consumer satisfaction is to determine the level of consumer preference for the characteristics of a product or service. The purpose of this study was to determine the characteristics of consumers, the process of consumer purchasing decisions, and customer satisfaction at Yamaha Land Surabaya. The number of respondents in the study were 96 respondents. The analytical methods used in this research are descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Analysis (CSI). Based on the results of the study, it can be seen that the majority of Yamaha Land consumers are male, with an age range of 22-27 years, monthly income of Rp. Yamaha Land consumers go through five stages in their purchase decision process, namely the need recognition stage, information search, alternative evaluation, purchase decision and post-purchase. The results of Importance Performance Analysis (IPA) of attributes contained in quadrant I are taste and speed, Quadrant II is cleanliness, friendliness, politeness, and tidiness, Quadrant III is price, color and texture, and Quadrant IV is aroma. While the value on the Customer Satisfaction Index (CSI) is 75.6 percent. Judging from the consumer satisfaction index, it can be said that consumers who come to Yamaha Land for all tested attributes are in the satisfied category.

Creating strong brand names: A framework for digital practitioners

The brand name is a key element of a brand’s identity. However, they are sometimes neglected within the digital domain, affecting how products and firms later perform. This paper reviews the literature, and based thereupon, discusses some key features that make brand names more effective. Features are organised into a framework comprising four broad areas related to firm strategy, consumer processing, language and other aspects. Features are exemplified via brand names from the digital realm with some actionable guidelines provided. The framework offered will help digital practitioners develop stronger brand names, and steer naming practices within the sector towards a more objective, intentional and structured approach.

How do companies respond to consumer advocacy behavior in their digital marketing strategies?

This study aims to confirm whether the series of marketing strategies designed by companies have followed the consumer process in product consumption with reference to the stages of the 5As: aware, appeal, ask, act, and advocate. Companies respond to these stages by implementing five market interventions: consumer affinitive direction, touch power strengthening, market preference enhancement, loyalty retain quality, and e-advocacy leverage capacity. An empirical analysis using AMOS was carried out on 352 online-based culinary business operators in Indonesia, a field that has experienced massive expansion during the Covid-19 pandemic. From the results of this analysis, it can be concluded that although the market interventions do not follow the exact same process as the 5A concept, in general, the stages followed by companies in online product marketing are compatible and parallel to those in the consumer process of product consumption. The various concepts of digital marketing strategies contribute conceptually to enhance the scope of e-advocacy theory from the perspective of strategic marketing, a field that has received limited research attention. AcknowledgmentI would like to acknowledge the support of the Research and Community Service Institute, Sebelas Maret University (SMU) Indonesia, which helped me fund and publish this study. I also express my appreciation to several undergraduate students, members of the research group of Behavioral Marketing, SMU, who have assisted in disseminating and collecting the data. Finally, I appreciate my lecturer colleagues from the Management Department of the Faculty of Economics and Business, SMU, who were always enthusiastically involved in discussing the problems and phenomena in this analysis.

Intervensi Pembeli Terhadap Labelisasi Halal dan Kualitas Produk: Literature Review

Purchasing is the stage in the purchasing decision-making process where a consumer actually buys a product. Purchasing decisions are basically a process for consumers to determine the product or service to be purchased. The decision to purchase a product is not only influenced by product quality, but also influenced by the product's halal labeling. The purpose of this article is to analyze by reference the effect of labeling and product quality on consumer purchasing decisions. The research method is in the form of literature study by reviewing various related studies recorded in Mendeley's references and Google Schoolars. All ideas from each study provide information about the methodologically desirable theory of the study being analyzed. The results of this study were analyzed and used as material for discussion to determine the answers to the problems. The results explain that there is a positive significant influence on the halal labeling of products on consumer purchasing decisions, and there is a significant influence on product quality on purchasing decisions made by consumers on goods or services.
 Keywords: Product Quality, Halal Labeling, Purchase Decision, Literature Review

Research on Responsible Innovation Mechanism Based on Prospect Theory

In 2020, the new crown pneumoniaCOVID-19 epidemic swept the world, and it still has an impact on the production and lifestyle of various countries. Guiding enterprises to implement responsible innovation can enable enterprises to shoulder social responsibilities while innovating, resist the impact of the epidemic, accelerate countries to get out of the haze of the epidemic, and promote high-quality economic development. In this paper, three typical subjects of government, enterprise, and consumer are selected to construct an evolutionary game model, and prospect theory is introduced to explore the strategic choices and influencing factors of the three parties. Through the numerical simulation of MATLAB software, the following conclusions are obtained: in the early stage of policy implementation, the enthusiasm of enterprises to implement responsible innovation is not high; with the implementation of policies and the continuation of time, the enthusiasm of enterprises gradually increases; and the supervision role of the government and consumers gradually decreases. Appropriate government incentives and disincentives will promote enterprises and consumers to participate in responsible innovation. This paper explores the game process of government, enterprises, and consumers from a dynamic perspective, explores the decision-making process of all parties under the prospect theory, reveals the implementation process of responsible innovation and the factors affecting responsible innovation, and provides a theoretical reference for the implementation of responsible innovation model.

Edible insect biodiversity and anthropo-entomophagy practices in Kalehe and Idjwi territories, D.R. Congo

BackgroundLocated in the Eastern Democratic Republic of Congo (South-Kivu), Kalehe and Idjwi are two relatively unexplored territories with little to no research on edible insects even though anthropo-entomophagy practice is widespread. This study therefore aimed at exploring the biodiversity, perception, consumption, availability, host plants, harvesting techniques, and processing techniques of edible insects.MethodsData were collected through a field survey using three techniques, namely structured interviews, direct observations, and insect collection and taxonomy. A total of 260 respondents, 130 in each territory, were interviewed. The field survey focused on inventorying commonly edible insects as well as recording consumer preferences, preference factors, seasonal availability, host plants, harvesting techniques, and processing and preservation methods. Samples for taxonomic characterization were preserved in 70% alcohol.ResultsNine edible insects, namely Ruspolia differens Serville 1838, Gryllotalpa Africana Palisot de Beauvois 1805, Locusta migratoria Linnaeus 1758, Macrotermes subhyalinus Rambur 1842, Gnathocera trivittata Swederus 1787, Rhynchophorus phoenicis Fabricius 1801, Vespula spp. Linnaeus 1758, Apis mellifera Linnaeus 1758, and Imbrasia oyemensis Rougeot 1955, were recorded as being consumed either as larvae, pupae, and adults. Ruspolia differens and M. subhyalinus were reported as the most preferred by consumers in the studied territories. A scatter plot of matrices and Pearson's correlations showed a negative correlation between preference based on taste, size, and shape, as well as perceived nutritional value. Their seasonal availability differs from one species to another and correlated with host plants availability. Harvesting techniques and processing and preservation methods depend on species, local knowledge, and practices.ConclusionThe huge edible insect diversity observed in Kalehe and Idjwi is evidence of anthropo-entomophagy practices in the area. In addition to being an important delicacy and traditional foods, edible insects can contribute to food, environmental, and financial security through local business opportunities. Households can rely on edible insects to meet their nutritional needs instead of conventional livestock. Indigenous practices and technologies used for harvesting, processing, and preserving edible insects must be improved to meet international standards to increase the market and capitalize on the economic potential of edible insects.

Дослідження ефективності схеми керування напругою конденсатора уніфікованого регулятора якості електроенергії для зменшення коливань напруги

This article investigated the effectiveness of using a unified power quality regulator (UPQR) to reduce voltage fluctuations in electrical networks with a rapidly changing nonlinear load. It is proposed to use a voltage control scheme on the URYAE storage capacitor based on an FIR filter in order to minimize rapid voltage changes and the flicker indicator, as well as the total coefficient of harmonic distortions in the distribution system. The final simulation of the study is carried out using MATLAB/Simulink. To demonstrate the effectiveness of the proposed control scheme, a comparison of simulation results with a PI controller is made from the point of view of improving the specified power quality indicators. The initial data for performing calculations of voltage fluctuations are information on the parameters of the electrical network and the graph of a random, rapidly changing electrical load. Rapidly changing loads cause rapid changes in the network voltage, the amplitudes of which can reach unacceptable values, for example, in the case of frequent start-ups of an asynchronous motor with a large starting current. Voltage fluctuations can also be caused by technological installations, the operation of which is accompanied by active and reactive power surges , such as the drive of reversible rolling mills, arc steel melting furnaces, contact electric welding installations, etc. The main task of the research is to improve the quality of electricity, and, as a result, to increase the service life of electrical equipment and to ensure the conditions for the normal technological process of electricity consumers. Indicators characterizing voltage fluctuations were quantified: voltage change range (δUt) and flicker indicator (Pt). The effectiveness of the new capacitor voltage control scheme for reducing higher current harmonics compared to the classical one based on the PI-regulator is verified.